I recently attended the Warrillow Conference, which focuses on how to sell to the small business market. And, yes, it's a big opportunity -- with more than 27 million small businesses in the U.S. Some of the big players in the space include MasterCard (NYSE: MA), FedEx (NYSE: FDX), Intuit (NASDAQ: INTU) and so on.

Well, one of the panels at Warrillow had a group of small business owners -- and they talked about what works when trying to sell to them.

Let's take a look:

Wearing many hats: The small business owner does just about everything. In other words, time is a precious commodity. So, when pitching, make sure things are clear and concise. What are the main benefits? The costs?

More importantly, small business owners want something that is plug-and-play and doesn't require a big learning curve.

The assistant: Many small business owners have one. And, an assistant is often a gatekeeper.

In other words, it's actually a good idea to make your pitch to the assistant -- since he or she will likely relay the information to the owner.

Continue reading Entrepreneur's Journal: Selling to small businesses

Entrepreneur's Journal: Selling to small businesses originally appeared on BloggingStocks on Sat, 24 May 2008 11:30:00 EST. Please see our terms for use of feeds.