How to win over busy SMBs
Smart angles!

Hi Niepodam

If you're selling into SMBs, you’ve probably seen this:

  • You have a great first call.
  • Owner's leaning in. Nods at every pain point.
  • You send the follow-up recap, pricing, maybe even a case study.
 
 

Then?

Crickets.

Here’s the deal:

It’s not that they don’t care.
It’s that they’re drowning.

Your buyer isn’t sitting around comparing vendors all day.
They’re hiring. Fixing ops issues. Trying to not miss payroll.

If you want to win in SMB, we can’t just “follow up.” 

you nedd to Sell Between.

What’s a Sell Between?

It’s that extra touchpoint between meetings, designed to help the buyer keep you top of mind.

Not pushy. Not “checking in.” Just enough value to keep the momentum going.

No CTA. No “can we reconnect?” Just a spark.

Done right, these things are game-changers in SMB sales.

Because SMB buyers are time-starved, skeptical, and easily distracted.

“Sell Between” help them:

✅ Remember you
✅ Get smarter
✅ Build the business case internally

What it looks like in action:

We were helping a rep close a deal with a 22-person eComm brand. Founder loved the demo, but vanished after we sent pricing.

Instead of pushing for time, we dropped this:

Subject: Saw this & thought of [Brand Name]

Body:
Just read a Forbes piece on how fast-growing eComm brands are saving 10+ hours/week by automating post-purchase comms.

Top quote: “Customers don’t want more emails. They want better ones.”

Made me think of your comment about cart abandonment and support tickets stacking up.

Here’s a 2-minute breakdown of the article (no link required):

 
  • Most brands over-email during promo periods
  • The best brands focus on timing over volume
  • Personalization > segmentation
 
 

Thought this might help as you rethink your post-purchase flow.

Zero CTA. Just insight. Tied to their pain.

Three hours later? We got a reply: “Super helpful, mind if I forward this to my partner?”

We were back on a call two days later. The deal closed that week.

How to build SMB “Sell Betweens”