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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  May 12, 2011

Take Advantage of Small Business Spending

When many experts saw their big corporate contracts vanish, they migrated to small business where sales cycles were shorter.  That was a good move as this segment is now focused on growth for the first time since 2006, according to the 2011 American Express Open Spring Small Business Monitor released last month.

Using these findings, four opportunities for experts are promising:

  • General growth strategists:  56% of respondents are ready to risk for the sake of growth.  They need to know the safest bets and how to get from here to there.
  • Social media is still strategy du jour for promoting to new customers, moving up to 44% from 39% last year.  Don’t assume that only social media experts can apply; sales gurus can help, too.  The priority:  how to turn that interest into sales.  The top concern is return on investment.
  • Hiring the right people will take center stage, as plans to expand here is up nine points to 35 percent.  Remember, many of these folks don’t have an HR department, so they need the basics as well as the advance material.  This is a broad area, so packaged products on interviewing, assessments, etc., will be more welcomed than traditional training.
  • Financial and risk management folks can have a field day in this segment.  Cash flow is a huge concern for 66% of the respondents, up from 60% a year ago.  This means collection issues, evaluating credit policies (and customers), all that can be priority.

Click here to see more findings.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.