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Selling to the “B2S” Market (Business to Solopreneur)

Selling to the “B2S” Market (Business to Solopreneur)
by Nick D'Alessandro, posted 2/10/2017

As I was building my business and trying to crystallize who my ideal audience would be, I found myself hesitant about categorizing my customer in the “B2B” segment.

Yes, I was selling a product to businesses, but it really felt like I was selling more to a consumer.

Hence, the birth of a new category, the “B2S” or Business to Solopreneur market.

What’s the B2S market all about?

In order to have the most success with this particular person, your tactics should be tailored to their specific characteristics and needs. It's worth putting some thought into how you can meet those special needs.

There are some distinct differences to keep in mind when you’re selling to other solopreneurs:

  • Most entrepreneurs are solo They wear many hats and their time is precious. This is a more important factor than when you’re selling to another (larger) business. Your product needs to increase their productivity or sales without them feeling burdened by the change. They don’t want to expend more time and energy adapting to something new. At that point, your product or service will no longer seem as beneficial to them.
  • Know your audience. You don’t want your product or service to feel like it was designed to satisfy the needs of a larger company. Many solopreneurs will shy away from products they perceive to be created for a bigger business that’s generating more in sales. They may not see themselves as ready for such a service or tool. For this reason, try to offer a “starter” type of product or package that’s designed for all of the entrepreneurs out there generating less than $50,000 in revenue annually. PS- This group represents the greater majority of solopreneurs!
  • Show proof of favorable results. Many solopreneurs will need to see quantifiable results from your product. With budgets that are often limited, they’ll want to be sure they’re not wasting their resources. Try to have case studies and/or an ROI model for your product or service to justify your prospect’s investment. Supplying tangible results for potential buyers to look at may be all that’s needed to swing the pendulum in your direction.
  • Go right to the top. It will be a lot easier to identify the decision maker! Unlike a traditional B2B sale, you will most likely be speaking to the owner. Not having to form relationships with multiple layers of management could shorten the selling cycle. Of course, you should keep in mind that the owner will still need to perceive your product or service as the best solution! 
  • Consider the power of logic and emotion. These two factors have a big influence on the buying decisions of solopreneurs. They will need to perceive your product as a smart investment, which is where logic comes in. But, how you make them feel will also play a big part in gaining their trust and business. Being courteous, personal, responsive, and receptive to a solopreneur’s needs will go a long way. I was in the sales field for over 20 years-- trust me on this one!

The bottom line

Treat a solopreneur as you would any consumer, initially. Let them know they’re in good hands with you. Then, armed with what you know about their distinct needs, meet them where they’re at. Always make sure you’re ready to convince them that they’re making a rational investment and that you are the best medicine for their pain!

Wishing you much success! 


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About the Author

Nick D’Alessandro is a small business strategist and founder at He is excited to share his 30 years of business experience by helping small business owners grow their business and fulfill their career purpose.

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