6 Ways to Sell to Sole Proprietors and Independent Workers

The number of U.S. full and part time independent workers has risen 12 percent since 2011, to just over 30 million people, according to MBO Partners’ State of Independence in America 2015 survey. That number is expected to grow to about 38 million people by the year 2020.  

6 Ways to Sell More to Sole Proprietors and Independent Workers

While that is impressive in and of itself, even more impressive is the gains independent workers, also known as “Indies” are making in spending power. Since 2011, the number of full-time independent workers making more than $100,000 per year is up 45 percent, to 2.9 million, or 16 percent of all full-time independent workers.

What is an Independent Worker?

Independent workers are people 21 years old and older who are self-employed as freelancers, contractors, consultants, temporary and on-call workers or who are working on fixed-term employment contracts expected to last less than one year.  In addition to adding numbers to their ranks, the study found that independent workers:

• Generated more than $1.15 trillion in revenue last year
• Have 30% in the 21-35 year old range (Millennials), up from 12% in 2011
• Love having the ability to control their own schedules (61%), with 64% of women saying that flexibility was the key reason for choosing the independent route
• Have been working solo for almost 9 years on average
• Used part-time independent work to supplement other income (61%)

Since the post-recession economic recovery has been described as a jobless recovery, it’s not really surprising that entrepreneurial-minded and professionally ambitious workers have turned to independent work as a primary or secondary source of income. Given the rate at which this segment is expected to grow over the next five years, it’s safe to say that businesses who find ways to serve and sell to independent workers have a lot to gain.

6 Ways to Win the Hearts, Minds, and Purchases of Sole Proprietors and Independent Workers

1. Scale Offers and Options

If it were easy, everyone would do it.  The truth is, it’s not always easy to scale offers to the size, scope and price that a solo-preneur would find affordable and attractive that will also still be profitable for a business to sell; but the long term benefits could be well worth it. As independent workers become small business owners and continue to grow, these early partners – the businesses that cared enough to tailor programs to help independent workers – stand to win.

2. Find Common Ground

Independent workers might not be able to meet you during a 9-5 workday or come to a downtown office location.  In fact, meeting at a large corporate site might be intimidating or even be a turn off to independent workers, who might feel like they don’t belong or who don’t want to be part of a big organization. Meet independents on their own ground, a coffee shop, or another neutral site, or connect online (virtual ground) and be prepared to accommodate their schedules.

3. Invest in Gathering Places

Sponsor events and advertising at WeWork and other co-working office spaces and at networking events. This can position your business for sales to independent workers now, help you establish brand awareness and trust that brings them back to you when they need your services or products at a later time, or help you win with referrals as they tell other small business owners about your presentation or brand.

4. Give Away Expertise

Providing your expertise as an event speaker, coach or mentor might cost you little more than a few hours each month but might be invaluable to the independent workers who benefit from your experience and advice. Scale this type of give-away by building email contact databases segmented so that you can keep your brand in front of independent workers by providing them advice and content via email on a regular basis. ,

5. Support Indies with Online Content

As with any other vertical, starting the conversation with independent workers and educating them along the buying journey is critical. Publish white papers, reports, statistics and apps that can help independent workers and small business owners find – and trust – your business.  Dedicate web landing pages and blog articles to topics that are likely to interest and engage indies.  Use social media to engage and dialogue with them.

6. Demonstrate the Long-Term Value of Partnership

One size does not fit all, especially when it comes to independent workers.  Although frugality and caution can be found in buyers of any-size organization, it’s even more imperative for independent workers to maximize the return on investment for each and every dollar they invest in improving their business. Put the value of your partnership into language and numbers they can understand, and show them how your business works to ensure they get the best results from the services or products they buy from you.

Success should not be measured only by whether your business achieved its goals, but also by the extent to which your business helped its clients achieve theirs.  It is this type of mindset that can help you win the hearts, minds and purchases of independent workers, and it is this type of mindset that will receive the most gratification when your clients leverage your products or services to grow.

“Independent Workers up 12% Since 2011; Jump Seen in $100,000-Plus Earners” via Staffing Industry Analysts at http://www.staffingindustry.com/Research-Publications/Daily-News/Independent-workers-up-12-since-2011-jump-seen-in-100-000-plus-earners-35520

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Seattle area marketing consultant Elizabeth Kraus is the author of 365 Days of Marketing and Marketing Calendars for Small Businesses. She has been featured as a small business marketing expert on NBC news and in major news and media publications.  You can find more of her small business marketing advice at https://marketingdesks.com.