Many surveys say that small business owners, by a clear majority, prefer quality to price. ‘Where are these crazy foxes? Most, like Julie, are resourceful creatures. They hate to part with their treasures unless they must. Small business owners have to be frugal; after all, they’re dealing with their very own retirement money each time they make a purchase. The employee at the larger company can buy a million-dollar product and still have their retirement plan in place. At the larger company, it seems that money can always be found somewhere. If push comes to shove, somebody’s budget can be tweaked or a request slip can be adjusted to accommodate a little extra dough. Most small business owners don’t have those kinds of tricks up their sleeve. The cost of an item is extremely important to them, and their flexibility will most likely be very limited. When marketing to the small business community, never dance around when discussing pricing. Get it out in the open. Give dollar ranges. You can be a little vague, but let the prospect know that your product costs $5,000, not $50. Your marketing should be designed to get the attention of a lot of small business owners out there, and then filter them down to the right foxes that will be the best customers. By being upfront about your pricing, you can use your marketing campaigns to help you disqualify those foxes that just don’t have the budget. Because, with these crazy foxes, it always comes down to money.