As a business that serves other businesses, it is important to us that we know how companies make decisions. For examples, we need to know how small businesses choose Web site developers. From our research and experience, businesses choose Web site designers and other vendors using one or more of several techniques:
Ask a friend or colleague: The first thing many people do is they contact someone they know and ask for help in selecting a vendor. Anne Lindsay, owner of Anne Lindsay Photography says “When I need a new piece of equipment, web tools, photography equipment I usually do some internet research, call or email a friend or professional association I trust and then make an informed decision.”
Do an Internet Search: People will also often do an Internet Search, or look thorugh the Yelllow Pages or something similar. With that said, many people use this method in concert with other strategies. Alex Rosenstein, a real estate agent with Windermere Real Estate, says “the [vendors] that I find on my own (through Internet searches, mailings or advertisements) are always backed up by a conversation with some of their past clients.”
Make sure they are Budget-friendly: Once they contact a vendor, one of the first questions potential clients ask is about price. It is akin to searching for a new car; you don’t want to end up at the Mercedes dealership when you have $15,000 to spend (and likewise, you don’t want to be at the Kia dealership when you have $80,000 to spend). Kate Conwell, owner of Pure Body Fitness says “I start by asking others if they have worked with someone they like, and then I find out that person/company’s pricing. If the price is within my budget then I contact them for a meeting to see if our personalities mesh before I make a final decision.”
The Personality Match: The meeting with the sales person or service provider is very important. Nicole Wexler, owner of Turquoise Decor says ”After narrowing down the choice to three, I interview each one personally. Expertise, professionalism and qualifications do top my list of requirements, but in the event of all three being suitable candidates, the tie is usually broken based on which person I like the most and who seems the most trustworthy”
Use people who are clients of yours: Some people start their search to people who they already have a business relationship with. This can be very helpful in fostering additional business down the road. Joe Kennedy, editor of the Bellevue Business Journal says “Being part of ‘the media,’ it is very easy for me to know who to choose for services, as well as who to refer. I first go to clients (formerly known as advertisers) who work with … the re-launching Bellevue Business Journal.
We find this information helpful, perhaps other small business owners will benefit as well.
