Service provider looking for VSE/SME: how to use it (without ghosting, promise!)

Service provider looking for VSE/SME: how to use it (without ghosting, promise!)

 Why this survival guide?

Trying to sell a service to a VSE/SME is a bit like trying to seduce someone who is very busy and suspicious: you have to capture their attention without invading them, prove your value without looking desperate, and above all... avoid disappearing into limbo after a failed first contact.

Good news: after asking several companies about how they choose a service provider, the Euskal Conseil study reveals the best communication strategies to avoid ghosting and transform a simple contact into a great commercial relationship.

Ready to get into the head of a VSE/SME manager? Follow the guide! 🚀

1. "Harry Potter and the Quest for the Untraceable Provider"

(Spoiler: it was right under his nose, but he never noticed!)

The first finding of our study is clear: VSEs and SMEs are not actively looking for service providers. They work by word of mouth, recommendations from peers, and habits acquired in the field.

👉 Translation for service providers: if you wait for a small business to type "great service provider in [insert your domain]" on Google, you may have to wait a long time.

🎯 La solution ?

• Get recommended: a good network, visible customer testimonials, and a presence where leaders discuss (events, entrepreneurs' clubs, LinkedIn, etc.).

• Be present online intelligently: not just a forgotten website in limbo, but a site that answers real customer questions with concrete examples and reassuring testimonials.

• Don't sell, but inform: managers shy away from overly commercial solicitations. An educational approach and a demonstration of value work better than an aggressive sales pitch.

2. "The Godfather and the Power of the Network"

(When a customer makes you an offer you can't refuse!)

VSEs/SMEs do not want to waste time. They rely on providers they already trust or who have been warmly recommended to them.

📌 What our investigation reveals:

• Cold calls? Not very effective→ "I don't even answer unknown numbers anymore," confides a manager.

• Digital, yes, but with a human touch→ "I found my marketing consultant on LinkedIn, but it was a recommendation that convinced me."

• A good service provider is a service provider that we have already heard of→ Hence the interest in cultivating your network and being active in your ecosystem.

🎯 La solution ?

• Create links even before selling: comment on prospects' posts on LinkedIn, be useful on professional forums, organize webinars...

• Use social proof: testimonials, case studies, customer recommendations visible on your website and networks.

• Don't neglect physical events: trade fairs, business clubs, local meetings, everything that allows you to be "in the landscape".

3. "Les Bronzés do digital marketing"

(Why do providers sometimes do too much... or not enough!)

Between those who bombard prospects with cold emails and those who passively wait for word-of-mouth to do all the work, there's a happy medium.

👉 What the study says:

• A VSE/SME is overwhelmed by solicitations→ If you are yet another generic message, your email ends up directly in the trash.

• The main argument is the concrete→ Companies want measurable results, not blah blah.

• The website is a reassurance factor, but not a trigger→ "I only go to a service provider's website after hearing it somewhere," says one manager.

🎯 La solution ?

• Personalize your prospecting: "Hello [First name], I saw that your company [Concrete reference] and I would like to offer you [Clear value]".

• Don't confuse "digital presence" with "digital harassment": be visible, yes, but on the right channels and with useful content.

• Make people want to do it rather than sell at all costs: a good demonstration (examples, case studies, testimonials) is better than an aggressive pitch.

4. "The Service Provider's Money Heist"

(Or how to avoid the heist of the century... on your credibility!)

The worst nightmare of a VSE/SME manager? Being fooled by a service provider who does not keep his promises.

👉 The study shows that:

• Reliability is the first quality expected→ "I prefer a service provider that is less spectacular but does its job well."

• The price alone doesn't convince→ "If it's too good to be true, I'm wary."

• Commitments must be realistic→ "I had incredible promises... and very average results."

🎯 La solution ?

• Be transparent: post clear offers, explain the work process, do not over-promise.

• Make measurable commitments: prefer "We deliver to you in 10 days" rather than "We do better than everyone else!"

• Ensure that the customer experience is up to par: recommendations come from impeccable service, not from a well-rehearsed speech.

Conclusion – "Don't leave me" (business version) 🎵

In B2B, good communication is like a romantic relationship that lasts:
💡 You attract with value and seriousness.
💬 We build the relationship on trust and reciprocity.
🤝 We maintain the link to avoid forgetfulness (or ghosting)!

If you are a service provider and you are struggling to convince VSEs/SMEs, look no further: adapt your communication, be recommendable and play the authenticity card.

And if you really want to go further, the full study by Euskal Conseil is available here 👇