The Top 10 Reasons Why No One Cares How Long You’ve Been in Business

As recently as the 1990s, consumers would base a decision to purchase on a company’s industry experience or a total number of years in business. This trend has since reversed to the point that many customers proactively seek a business that is a newcomer to the market. This is especially the case in the modern technology industry, as business owners seek a provider that can respond to a rapidly changing technological landscape. Below are 10 reasons why no one cares how long you’ve been in business.

1) Businesses that are new to the market frequently offer more aggressive prices. A competitive price is often the deciding factor when consumers are choosing between two or more companies. New technology companies do not have the same high overhead expenses that larger more established companies have, and therefore can afford to offer the aggressive prices that customers seek.

2) Consumers have attracted the latest cutting-edge technology that is often employed by startups. New business owners start from scratch as they establish their operations and choose their software. Existing businesses are more prone to using outdated software that can slow operations and negatively impact customer satisfaction.

3) Entrepreneurs and new business owners are often perceived as more forward-thinking. People who boast about their decades of business in the market do not realize that millennials and other consumer groups may equate a lengthy market tenure with being outdated. Customers appreciate a willingness to be innovative and think outside the box.

4) Some prospects may actually view years of experience as detrimental to their desire for a fresh approach. Owners of startups value scalability and seek a technology partner that will grow alongside their business. Some view “old” companies as lacking the fresh approach that they seek.

5) New business owners are often more flexible in their sales approach. Customers who seek a personalized approach do not respond well to the cookie-cutter approach that is often used by companies that have responded to customers the same way the year after year.

6) The marketing strategies used by new business owners are often more robust. Experienced companies that rely upon their name recognition to generate business may be less likely to employ the latest marketing strategies that apply to millennials and the latest generation of technology users. Newcomers to the market, on the other hand, recognize the importance of the following tactics:

• A mobile-friendly website to appeal to tablet and smartphone users
• Attractive promotions designed to attract new customers
• A strong search engine optimization (SEO) campaign

7) Owners of startups are often more open to new ideas and change than company owners with years of experience. Startups and new technology enterprises are so new that they have not had the chance to become “set in their ways” like many of their experienced competitors.

8) New business owners demonstrate a level of enthusiasm that is often lacking in veteran executives. Sometimes vitality and enthusiasm alone will trump years of experience for prospective customers seeking a technology expert. Newcomers are more likely to offer an energetic, fresh approach.

9) Today’s consumers are more impressed by speed and style than experience. Prospective customers typically require speed, style, and accuracy so that they can meet the rigorous demands of their clients. The savvy customer recognizes that experience does not necessarily translate to speed, style, or accuracy.

10) Startups will often work harder to attract and keep customers. Technology companies that are new on the scene are hungry and often willing to do whatever it takes to attract prospects and turn them into repeat customers. More established companies with a well-established customer base might be less willing to go the extra mile to help a new customer with a unique request or small problem.

Clearly, today’s startups and small business owners are increasingly seeking providers that can respond quickly and accurately to their ever-changing technological needs. A company’s number of years in business no longer bears the relevance that it did in the 1900s, especially since experience does not guarantee speed, innovation, or accuracy. In short, today’s customers no longer care how long you’ve been in business.