ST. PETERSBURG, Fla. (9/29/09)--PSCU Financial Services has issued a third white paper on small businesses. The paper, “SMBs: A Unique Marketing Environment,” focuses on marketing to small business owners by discussing the development of sales relationships and the difference between small businesses and the rest of the corporate world. Selling financial services to small businesses has a two-fold set of challenges. First, small business owners are a hybrid audience. Their product and service needs are similar to their corporate counterparts, yet the centralized nature of their decision-making differs greatly. Second, small business owners don’t necessarily want to be “sold”--they seek long-term relationships, which offer key benefits for credit unions, the paper said. Two previous papers discussed the financial needs of small business owners, and how to create a customized small business program that manages risk and includes measurement tools. The next white paper will be, “Prospecting for Small Business Customers,” which will focus on creating a common profile using the right data to reach small businesses. The data “can be used to guide your offers and programs and create clearly targeted, industry or sector-based messaging, which works to build strong, ‘sticky’ relationships,” PSCU Financial Services said.