Small business owners spend their own money on purchases, so they obsess over affordability and personal risk. Enterprise buyers spend allocated budget, so they care about ROI and formal justification. Sales tactics that work for one segment fail for the other.
When you sell to a business owner, the dentist or the restaurant owner or the local chiropractor or you name it, and you're typically speaking with the business owner, the first thing that comes to their mind is, can I afford it? When you're selling to small businesses, typically it's out of their pocket, potentially their children's college fund. But when you're selling to the enterprise, you're asking for money out of their budget, and that's a huge difference.
