SME owners gathered for the SME Owners’ Series, led by business advisor Mark Fielding, exploring one of the biggest challenges facing growing businesses today: how to move from being busy to profitable. We focused on practical sales and profitability strategies which SME owners can immediately apply within their own businesses, from identifying the Ideal Customers to improving Pricing Strategies and understanding the KPIs that truly matter.
Knowing Your Ideal Customer
One of the strongest messages from the session was the importance of clearly defining your ideal customer.
Rather than trying to sell to everyone, businesses were encouraged to focus on:
- Customers who value outcomes over price
- High-value customers who align with the business long term
- Understanding customer pain points and buying behaviours
Attendees discussed how having a clear buyer persona improves marketing, strengthens relationships, and helps businesses develop better products and services.
Why SMEs Often Underprice
A key topic that resonated with many in the room was pricing for profit. The session highlighted that most SMEs unintentionally underprice their product/services because they:
- Focus too heavily on costs instead of value
- Fear losing deals
- Lack a structured pricing strategy
The result of this:- lower margins and unpredictable growth.
Practical guidance was shared on value-based pricing, communicating price increases effectively, and avoiding the common “discount trap” that can erode profitability over time.
Communicating Your Value Clearly
“you are not selling goods/services, you are selling benefits” – Mark Fielding
The session also explored the importance of:
- Elevator pitches
- Positioning statements
- Unique selling propositions (USPs)
- Value propositions
The KPIs Every SME Owner Should Know
The session concluded with a practical look at the Sales & Customer numbers business owners should be tracking regularly, including:
- Gross margin
- Customer acquisition cost
- Customer lifetime value
- Retention rates
- Cash flow
- Sales conversion rates
The message was simple: tracking the right metrics consistently helps owners make better decisions and identify issues before they become major problems.
Missed the First Session?
If you couldn’t make the first event, there’s still time to join the next session in the SME Owners’ Series. The series is designed specifically for SME owners who want practical, real-world strategies to improve profitability, strengthen sales performance, and build sustainable growth.
The next session takes place on 25th June at Bridge Enterprise Centres, Nutgrove.
Spaces are limited, so early booking is recommended.
To register: Book your seat here.
We’re pleased to share that Bridge Enterprise Centres’ new state-of-the-art meeting room can accommodate up to 60 attendees, providing a modern and professional space for your next event. Get in touch with to book a viewing and see the space for yourself – Call 01 4948400 today.
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