How to Sell to Small Teams and Solopreneurs Without Breaking Their Budget

We’ve all been there: you’re watching the purse strings. 

Maybe you made a big purchase last month. Maybe you’re saving up for something really, really special. Maybe you’re just the type of person who is sensible with money at all times (totally not jealous. Nope). 

Whatever the reason, when you’re keeping a careful eye on your spending you need to make sure that every purchase is a smart one. It’s got to be value for money and deliver a good ROI. No exceptions – otherwise you’ll have to hang up your ‘good with money’ hat. 

Solopreneurs and small business employees are no different. They likely don’t have an endless budget (let’s be real for a second: who does these days) and want to make sure they’re spending their money wisely. 

That doesn’t mean they’re not valuable customers, though. SMEs contribute to around 70% of employment in most countries. They’re big business – you just need to take a specific approach when selling that balances value with affordability. And that’s exactly what we’re going to cover today: 

• Understanding the Needs of Small Teams and Solopreneurs
• Tailoring Your Approach to Small Teams
• Structuring Offers for Small Budgets
• Selling Strategies for Small Teams and Solopreneurs
• Overcoming Common Objections

Keep reading and you’ll learn about all the strategies and tips to succeed in this niche. Without further ado. 👇

Understanding the Needs of Small Teams and Solopreneurs

First things first: what are the needs of small teams and solopreneurs? 

Time and Money 

Businesses on the smaller side often have more limited budgets. Whether they’re just starting out or deliberately keeping things lean, they’ll want to make sure they’re not wasting their money. 

This doesn’t necessarily mean getting the cheapest deal, btw. It’s more about purchasing the product that’s going to deliver the most in terms of ROI. 

When you’re working with a smaller team or team of one, you can also expect them to be time-poor. The amount of work for an individual to do doesn’t necessarily correlate with the size of the business – sometimes, it’s more the opposite – which means you’ll need to provide simple, effective solutions that don’t take all day to explain.

Priorities of Small Teams and Solopreneurs 

If we assume that the business you’re pitching to is looking to grow, your contacts are likely to prefer solutions that are scalable and flexible. This brings up the idea of a long-term partnership from the get-go – and also reassures them that if they need to scale things down, they can do this too.

Going back to the whole time-poor thing, you’ll also want to emphasize the support your business offers and how easy the product is to use in the first place. Small teams and solopreneurs simply don’t have the time to be sweating over a complicated product or trying to get through to a non-existent support team.  

Tailoring Your Approach to Small Teams and Solopreneurs

Ok, we know what small teams and solopreneurs need and want. Now the spotlight’s on you, and how you deliver it. 

Personalized Pitches

Relationship-building becomes even more important when you’re selling to a large part of, or perhaps the entire, team. Take the time to really figure out what their specific problems are, and make sure you emphasize how your product addresses them. 

Relatable examples or case studies are key here: if your prospect can see how you’ve helped another small business, they’re far more likely to pull the trigger on a decision. 

Value-Driven Communication

This is a good sales technique regardless of who you’re speaking to: focus on the benefits rather than the features. Your prospect probably isn’t going to care if your tool is built by engineering wizards – but they will care if it solves their problems for them. 

Where this becomes more specific to small teams and solopreneurs is the type of problem you show you can solve. In this instance, it’s likely to be cost-effectiveness and time savings. 

It goes without saying that you shouldn’t be vague. Offer clear examples of measurable ROI and you’ll be on the money. 

Decision-makers

One of the nice things about targeting smaller companies is that they have a limited number of decision-makers – or in some cases, only one. Let’s take a moment of silence for our friends in enterprise sales, who could be juggling 6-10 stakeholders in a single deal. 

The smaller the number of people you’re selling to, the less complicated the process is going to be – and the more time and effort you can put into a truly excellent experience for each prospect. 

Structuring Offers for Small Budgets

Ok, so your prospect’s been upfront about their budget. It’s on the small side – but don’t let that put you off. Here’s how to structure a deal to suit their needs: 

Flexible Pricing Models 

By this, we mean tiered pricing plans or usage-based models. These can be much more effective than a flat fee, as it feels more unique to the business that’s using it. 

If you offer discounts for smaller pricing or solopreneurs, now would be a good time to mention it – not that you needed telling. 

Trial Periods and Freemiums 

We’ve already covered how important the right decision is to prospects from smaller businesses. To help things along, you might want to offer a free trial. If they can see first-hand what value they’re getting and how easy your product is to use, they’re more likely to sign up for the long run. 

Freemium models do much the same thing here: it lets the prospect play around and get a sense for what they’re using, and if your product’s good enough they’ll be convinced that they need to pay for the real version. 

Bundled Solutions

If it’s available to you, creating tailored bundles is a great way of increasing perceived value without raising costs. For example, you might offer several features in one go – but only charge one set-up fee. This is a great way of showing the prospect you want them to get bang for their buck. 

Bundling is also a much better alternative to discounting your product, which should always be your last choice. Sure, you might close the deal – but you’re also devaluing your product, which doesn’t usually make for a profitable long-term relationship.

Selling Strategies for Small Teams and Solopreneurs

Next up: how exactly should you pitch to small teams and solopreneurs? 

Be a Consultant, Not a Seller 

You don’t want to be someone who’s out to get their money – quite the opposite, in fact. Position yourself as a partner who understands their unique challenges and genuinely wants them to succeed. You’ll help by providing actionable advice and recommendations that go beyond “Buy my product…pleeease?” 

Streamlined Sales Process 

Remember, your prospects in this market are time-poor. Now is not the time for a 20-step buying process with endless phone calls, face-to-face meetings, and a contract sent by fax machine (the horror!). 

Make things quick and easy, and you’ll reap the rewards. Don’t forget about initial exploration and onboarding too – self-serve works great here. 

Building Relationships 

A business may be small now, but that doesn’t mean it’s going to be small forever. Companies of this size are able to pivot and adapt in a way that larger ones can’t – and before you know it, you might have a fast-growing, profitable business on your client list. 

Nurture relationships with regular check-ins to keep your clients satisfied and open to any upsells coming their way. 

Overcoming Common Objections

We’re nearly at the finish line – let’s quickly run through common sales objections and how you might handle them: 

Cost Concerns 

You knew this one was coming. The key here is to show exactly how and why your product is affordable – without compromising on quality. Think “Here’s why our product is such a steal” not “You get what you pay for – sorry”. 

Sharing success stories and testimonials here is a good way to prove the value you’re so eagerly speaking about, too. 

Skepticism About ROI

If your prospect doesn’t seem so sure about the ROI your product will provide, you need to bring out the big guns: data. Use all the insights you have to forecast potential savings and efficiency gains – in other words, make it as clear as is humanely possible. 

If you really need to, a guarantee or risk-free trial can be a way to soften up the most hardened cynic. 

Let’s Wrap It Up!

Woah, is your piggy bank feeling…kind of…heavy? 

Looks like you mastered selling to small teams and solopreneurs: you’re a master of speaking to their unique problems, tailoring your approach accordingly and structuring your deals appropriately. Nice work! 

Next question: can you lend us a tenner? 

FAQs About Selling to Small Teams and Solopreneurs 

What Are the Challenges of Selling to Small Teams and Solopreneurs?

Small teams and solopreneurs often have limited budgets and tight schedules, so your offer needs to maximize value and save time. These buyers prioritize ROI over cost alone, meaning they’ll invest in a product if it clearly solves a problem efficiently. Time-poor decision-makers also expect simple processes and strong support, so streamline onboarding and emphasize ease of use. If you’re working with a business in the earlier stage, you’ll also need to focus on solutions that are flexible and scalable. 

How Can I Structure My Pricing for Small Teams and Solopreneurs?

Flexible pricing is key. Consider tiered plans or usage-based models that adapt to their budget. Freemiums or trial periods allow them to see the value upfront, building trust and confidence. If you offer bundles, highlight how they deliver added value without increasing costs. Avoid discounting when you can – it might close the deal but can devalue your product long-term. Instead, frame your pricing around benefits like scalability, cost-effectiveness, and ROI.

What Selling Strategies Work Best With Small Teams and Solopreneurs?

Take a consultative approach. Position yourself as a partner who genuinely understands their challenges and wants to help, not just sell. Simplify the buying process to save time, like using self-serve options for exploration or onboarding. Build trust with relatable case studies and clear examples of ROI. Relationships matter too; check in regularly and nurture the partnership so they’ll stay loyal as their business grows. The more you focus on their success, the more likely they are to choose you.

How Do I Overcome Budget Concerns When Selling to Small Teams and Solopreneurs?

Budget concerns are common with deals of this size, but you can overcome them by focusing on value. Highlight measurable results like savings or efficiency gains using data or testimonials. Be clear about how your product is cost-effective without compromising quality. If needed, offer risk-free options like trial periods to ease skepticism. 

How Can I Make My Offer Stand Out to Small Teams and Solopreneurs?

Tailor your pitch to their unique needs, and use examples or testimonials from similar businesses to build trust. Emphasize how your product saves time, simplifies processes, and delivers clear ROI. Flexible options like customizable bundles, trial periods, or tiered pricing can also make your offer more appealing. Show you care about their success by offering strong support and positioning your product – and yourself – as part of their long-term growth journey.