Who this is for
For anyone selling software, services or supplies to owner-run businesses: shops, trades, clinics, salons, restaurants and small firms.
What these calls are like
The owner does everything
Sales calls interrupt real work. Short and relevant is the only way to earn time.
Decisions are personal
It is their money. Cost, risk and trust matter more than features.
Decisions can be fast
No committee, no procurement. An owner who is convinced can say yes on the call, which makes a clear ask worthwhile.
The moments that decide the call
Relevance first
A problem common to businesses like theirs, in one sentence.
Example line
“I’m calling salon owners about no-shows. Is that something that costs you?”
Their business, their numbers
Ask how it works today and what the problem costs.
Example line
“How many appointments would you say you lose in a normal week?”
Risk
Owners worry about contracts and wasted money. Be clear about the real terms.
Example line
“It’s month to month, so if it doesn’t work, you stop.” (Only if that is true of your offer.)
A clear ask
Owners can decide quickly. Ask plainly.
Example line
“Would you like to start this week?”
Objections you will hear
Each links to a full page in the objection library.
“It’s too expensive”
It is their own money. Compare with the cost of the problem, in their numbers.
“We don’t have the budget”
Separate no money from no priority.
“I need to think about it”
Find out what, specifically, they would be thinking over.
“I need to talk to my partner”
Many small businesses have two owners.
“How do I know this is legit?”
Owners receive a lot of dubious calls. Be plain about who you are.
Styles that fit
Coach asks for your selling style before each call. These suit this kind of call:
Direct Close
Owners can decide on the call, so a clear ask is worthwhile.
Ethical / Consultative
Trust matters when it is their money.
Answer-Led Questioning
Let the owner put the numbers on the problem themselves.
Set up a practice call
The settings in Coach that make the practice buyer match this role’s calls:
- Industry focus
- The kind of business you sell to.
- What you are selling
- Your real offer and its real terms.
- Difficulty
- 4 to 7.
- Your selling style
- Direct Close or Ethical / Consultative.
Three reps
Rep 1: one-sentence relevance
Practise an opening that names one problem owners like them recognise, then asks a question.
Rep 2: their numbers
Get the owner to put a weekly or monthly cost on the problem.
Rep 3: the clear ask
End with a plain request for a decision, and handle whatever objection comes back.
Mistakes to avoid
Corporate language
Owners talk about customers, jobs and money, not “workflows” and “stakeholders”.
Hiding the price
Owners want to know what it costs. Be straightforward once the problem is clear.
Overstating risk-free terms
Only mention a guarantee or cancellation term your offer really has.
Questions
What is the best way to cold call small business owners?
Be brief and relevant: one problem they recognise, one question, and respect for their time. Then talk about their numbers, not your features.
When should I mention price?
Once the problem is clear and they have agreed it is worth solving. Owners appreciate straightforwardness about cost.
Can a small business owner decide on the first call?
Often, yes, if they are the sole decision maker. That is why a clear ask is worth making.
How do I practise?
With Coach Selly, an AI plays a small business owner. Set the industry and your real offer, then practise the call out loud.