Selling to middle-market B2B customers is a challenge for many large, multinational companies. While midsize enterprises are the core of their supplier base, when it comes to selling to them, large enterprises are far less capable. Unlocking the potential of these middle-market customers can open new avenues and options for growth during and after the current economic slowdown.
B2B Sales Teams Can’t Afford to Ignore Midsize Customers
In the U.S., it’s a $6 trillion opportunity that most large multinational companies fail to capture.
May 18, 2023
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Summary.
Many large, multinational companies fail to reach and profit from middle-market customers. Yet the opportunity is enormous: In the U.S. alone, middle-market companies purchase more than $6 trillion a year in goods and services. Sellers with a big middle-market customer base can grow along with their clientele. The fundamental problem is that many multinationals don’t have a full-fledged strategy for selling to midsize companies, as they usually do for sales to enterprise and small business clients. As a result, they try to force either their enterprise model or their small-business model onto the middle market — and it doesn’t work. In this article, the authors describe what viable, profitable middle-market sales strategies might look like.