What do SMBs really want during economic uncertainty?
When budgets tighten, your SMB clients aren't just looking to slash costs – they're looking to maximise value. And consumer sentiment gives us some interesting insights:
- 66% of U.S. consumers say companies should cut executive pay to handle tariff-related price increases
- Nearly 50% oppose cuts to worker salaries or benefits
Translation? Your SMB clients are feeling pressure to maintain operations while absorbing increased costs. They need partners who understand this balancing act.
How your sales team can pivot (and help SMBs win)
The advertisers who are adapting to these pressures are making strategic shifts:
1. Doubling down on performance-based campaigns
SMBs can't afford marketing that doesn't deliver measurable results right now. Your sales team should emphasise:
- Clear ROI metrics for every service you offer
- Reporting that ties directly to business impact
- Success guarantees where possible
2. Shifting to digital channels with better measurement (29%)
This is your sweet spot. When every penny counts, SMBs need channels where they can track performance:
- Local SEO with clear visibility metrics
- Google Business Profile optimisation with conversion tracking
- Website performance improvements tied to lead generation
3. Adjusting campaign messaging (28%)
Help your SMB clients speak directly to budget-conscious consumers:
- Value-focused messaging that emphasises affordability
- Content that builds trust during uncertain times
- Local-first campaigns that strengthen community connections
What this means for your sales conversations
Your sales team needs to adjust their pitch when talking to SMBs:
Old approach: "Our digital marketing solutions will help you grow your business."
New approach: "Our digital marketing solutions deliver measurable returns while protecting your core business during economic uncertainty."
Old approach: "Here are all the digital marketing services we offer."
New approach: "Here are the specific digital marketing services that will give you the highest ROI during budget-conscious times."
The audit that opens doors
In this climate, your prospect's first question will be: "How can I be sure this will work?"
That's where a comprehensive audit becomes your sales team's most powerful tool. By showing SMBs exactly:
- Where they're losing ground to competitors
- Which digital marketing elements need immediate attention
- What specific actions will deliver the fastest ROI
Your sales agents can position your services not as an expense, but as a strategic necessity – even when budgets are tight.
If you’re looking for a quick website and online presence audit to run on prospects and clients - check out
Insites for Sales.
Transparency wins in uncertain times
When 66% of consumers want companies to cut executive pay before passing costs to customers, it's clear that transparency and fairness matter more than ever.
Your sales team should lean into this by:
- Being upfront about what services are essential vs. nice-to-have
- Offering flexible packages that can scale with changing conditions
- Providing clear, jargon-free explanations of how your services deliver value
Economic uncertainty isn't going away anytime soon. But the digital marketing providers who will thrive are those who can clearly demonstrate value, measure results, and position themselves as essential partners.
For enterprise sales teams, this isn't just about surviving the budget crunch. It's about emerging as the trusted advisor who helped their SMB clients navigate it successfully.
Want to equip your sales team with tools that demonstrate clear ROI to budget-conscious SMBs?
Book a discovery call to see how Insites helps large digital marketing sales teams win even during uncertain economic times.
