Fallacy: Size Matters.

Do you run a small business? If so, do you ever worry that your prospects may view your businesses size as a weakness? Perhaps you fear that your prospects will associate small with a lack of experience, or resources? Well, guess what? You’re not alone. Most small businesses feel this way at some point, and then to compensate they seem to go to great lengths to try to give prospects the impression that they are “bigger” than they are with the hope that maybe the prospect won’t notice. But here’s the thing, they’re gonna notice.  So, don’t pretend. Instead, position your smaller size as your advantage. In other words, make big, – bad.

A lot of great companies went from “small fry” to “big fish” by doing just that. Rental car company, Avis is just one example. In the early 1960’s Avis was trailing industry leader Hertz badly. They knew they needed a new strategy but as a much smaller company with an advertising budget just one-fifth the size of Hertz they also knew it would be extremely tough.

To be successful Avis would have to be craftier about the way it positioned itself. So, it decided that instead of trying to convince consumers that it was a bigger company than it was, or more experienced, with more locations, Avis focused on telling consumers that they were committed to providing superior customer service – every chance they got. To do this Avis cleverly used its number two spot in the market to position itself as the overachieving underdog with the now iconic slogan, “We Try Harder. Because We Have To.”

As Avis shows us, bigger doesn’t have to mean better. It just means you might need to be a little craftier about the way you position your business.

This much I know.

-Jeanine