Results of a new Inc. Magazine/Cargo study reveal that the needs of America’s small businesses are commonly ignored by the very companies that try to sell products and services to them. Among the 546 Small Business Owners (SBOs) responding to the nationwide survey plus 8 in-depth interviews, more than half (52%) said that brands are ineffective at marketing to them. Even more important to the SBO is the degree to which companies fail to reach them on a personal level, the very level that is the psychological engine, motivation driver and competitive differentiator for this group.
43% state that brands/companies do not understand my needs;
45% state that companies do not make the effort to understand my business;
46% state that companies try to sell to me versus talking to me.
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