UNDERESTIMATED: The Small Business Advantage Podcast

Shawna Suckow
  • 5.0 (2)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

Small businesses have been underestimated for decades. That turns out to be their greatest advantage. Underestimated is the small business podcast for entrepreneurs, owners, and marketers ready to win without pretending to be bigger. Hosted by ‘The Buyer Insider’ Shawna Suckow, the show explores practical small business marketing strategies, customer behavior, sales tactics, and growth ideas that actually work—leaning into what big brands can't: trust, transparency, speed, and human connection. Through sharp insights and candid conversations with experts, Underestimated breaks down small business marketing, customer retention, leadership, and operations—without big budgets, bloated teams, or corporate nonsense. Because small businesses don't need to act big to win. They just need to use what big companies can't.

  1. 1D AGO

    Small Businesses: Do THIS to Make Selling Easier | EP13

    Small business sales doesn't have to feel awkward. Sales coach Bethany George introduces the Trust Styles framework—four dog breeds that reveal your natural sales personality. Learn why traditional sales strategies fail small business owners, how to hire salespeople whose style complements yours, and why being yourself is the most effective selling strategy. Includes Shawna's real hiring mistake and the 10-year partnership that actually works. Discover which breed matches your personality and how to stop fighting your natural style. Many small business owners follow sales advice that doesn't fit. Outreach feels uncomfortable. Conversations feel strained. Hiring a salesperson backfires. Why? You're trying to sell like a Husky when you might be a Golden Retriever. In this episode, Shawna and Bethany George of Sales Mystique break down the Trust Styles framework—revealing your natural sales personality and how to hire salespeople whose style complements yours. WHAT YOU'LL LEARN: • The four Trust Style breeds: Golden Retriever, German Shepherd, Doberman, Husky • Why traditional sales strategies fail small business owners • How your natural communication style is your superpower • What to look for when hiring your first salesperson • How to position yourself with the right people • Why being yourself in sales is the most effective strategy • Real examples of each breed in action • Trust style assessment and deeper archetypes Take Bethany's Trust Styles Quiz to discover which breed matches your personality—and stop fighting your natural selling style. GUEST: Bethany George | Founder & Sales Coach | Sales Mystique www.thesalesmystique.com (http://www.thesalesmystique.com/) | Instagram: @salesintrovert RESOURCES: Take the Trust Styles Quiz: https://www.thesalesmystique.com/quiz Free Assessment: https://www.thesalesmystique.com (https://www.thesalesmystique.com/) Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12 CONNECT WITH SHAWNA: Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/) Newsletter: https://www.thebuyerinsider.com/newsletter Free Resources: https://www.thebuyerinsider.com/vault #SmallBusinessSales #SalesStrategy #TrustStyles #PersonalityTypes #B2BSales #Entrepreneurship #SmallBusiness #Underestimated Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    38 min

  2. MAY 1

    Are You Wasting Small Business Week? EP12

    Small Business Week is the biggest visibility opportunity of the year for small business owners, yet most don’t use it effectively. In this episode of Underestimated, Shawna Suckow shares seven quick, no-cost marketing strategies to help you stand out, attract customers, and build stronger connections with your community. From increasing local visibility and re-engaging past customers to building trust through behind-the-scenes content and leveraging free PR opportunities, these simple tactics are designed for real-world execution. If you want practical small business marketing ideas that drive awareness, engagement, and growth during Small Business Week and beyond, this episode gives you a clear plan. Small Business Week only happens once a year, and it’s one of the rare moments when people are already thinking about supporting businesses like yours. The question is whether you’re giving them a reason to notice you. In this episode, you’ll walk through seven simple, practical actions you can implement immediately without spending money or adding hours to your schedule. You’ll learn how to:  Remind your community why your business matters and the role you play locally  Reconnect with past and current customers in a way that feels natural and timely  Build trust faster by showing the real, human side of your business  Use behind-the-scenes content and team stories to create stronger connections  Collaborate with other local businesses to expand your reach organically  Position your business as a meaningful alternative to large corporations  Turn Small Business Week into ongoing momentum instead of a one-week spike This episode also breaks down how to get more visibility by tapping into existing conversations, including how to use Small Business Week messaging, local organizations, and community partnerships to extend your reach. You’ll also hear simple ways to approach local media for potential press coverage, even if you’ve never done PR before, and how to create a relevant angle that increases your chances of being featured. If you’ve ever felt like marketing takes too much time, costs too much money, or requires constant creativity, this episode is a reminder that some of the most effective strategies are also the simplest. The goal is not to do more. It’s to do what works, at the right time, when attention is already in your favor. Use this week to show up, be visible, and remind people why small businesses like yours are worth choosing. Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12 CONNECT WITH SHAWNA Vault Resources: https://www.thebuyerinsider.com/vault Subscribe to Underestimated: https://www.youtube.com/@ShawnaSuckow Visit The Buyer Insider: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/) Get the Newsletter: https://www.thebuyerinsider.com/newsletter #SmallBusinessWeek #SalesStrategy #SmallBusiness #Entrepreneurship #Marketing #SmallBusinessMarketing #Underestimated Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    11 min

  3. APR 26

    Why You're Stuck (and How to Finally Move Forward) | EP11

    As a small business owner, do you ever feel paralyzed by a big goal, a tough decision, or just...life? Life and business coach Maren LaFollette of The Clarity Buzz joins Shawna to talk about what actually gets people unstuck—and it's not motivation. Maren shares how she went from a burned-out content creator to building a career rooted in her values, strengths, and honest self-reflection. They dig into why we make emotion-based decisions (and why that's holding us back), how to tackle impossible tasks, and why the accountability gap is the real enemy of progress. If you've been spinning your wheels, this one's for you. Maren's Instagram: @TheClarityBuzz Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    23 min

  4. APR 20

    5 Marketing Myths That Are Costing You Money | EP10

    Are these 5 marketing myths draining your small business budget? In this episode, Shawna Suckow busts five common myths — from needing a big budget or a polished brand to requiring a marketing agency — and shows what actually works instead. From the discount trap (CVS and Kohl's have trained customers to never pay full price) to why Gen Z has already figured out what took the rest of us decades to learn, this episode is a practical gut-check for any small business owner ready to stop throwing money at the wrong things. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    17 min

  5. APR 12

    How to Get FREE Media Coverage for Your Small Business | EP9

    Editor Barbara Scofidio brings 30+ years of media expertise...and the real-world experience of owning four retail stores...to this candid conversation. She and Shawna break down exactly how small business owners can earn free press: building genuine relationships with editors, creating newsworthy events, using LinkedIn, pursuing awards, and pitching articles that actually get picked up. Plus, what to do when negative coverage hits. No PR budget required. If getting your business in the news has felt out of reach, this episode changes your approach completely. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    30 min

  6. APR 5

    Weird Collaborations That Get New Customers and Tons of Media Coverage | EP8

    Have you ever done a collaboration with another small business to drive business to both of you? In this episode, Shawna Suckow takes it a giant step forward -- talking about weird, unusual collaborations that stop scrolls, earn free media coverage, and build community. From taxidermy and cheese to donuts and beer (and bikes and beer, and dogs and beer) to kids and mortgages, crafts and car washes, death and coffee, and more. No big budget required. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    24 min

  7. APR 2

    Stop AI Overkill! Here's All You Need| EP7

    If you feel like you're drowning in AI tools, you're not alone. In this episode of Underestimated: The Small Business Advantage Podcast, Shawna Suckow cuts through the noise and shares the only five AI tools small business owners actually need. No tech overwhelm. No complicated setups. Just practical tools that save time, sharpen decision-making, and help you move faster.You'll learn how to build your own AI board of directors, streamline daily operations, simplify your finances, define your brand, and create smarter systems that support real growth. If AI has felt like too much, this episode will show you how to make it simple -- and actually useful.Full episode + show notes: https://www.shawnasuckow.com/podcast/episode-7Listen on:- Spotify: https://open.spotify.com/show/52IdRfqWyIlhuigXP3c3yg- Apple Podcasts: https://podcasts.apple.com/us/podcast/underestimated/id1879825557- Amazon Music: https://music.amazon.com/podcasts/3269147e-25d7-41e4-a069-626aef30ad5e/underestimated-the-small-business-advantage-podcast- iHeart: https://lnkd.in/gjYhsmiq- Podcast Addict: https://lnkd.in/g58_aX-c- Pandora: https://lnkd.in/gwzGGvz2Subscribe to Underestimated: The Small Business Advantage PodcastNow is the time to be small. New episodes weekly.https://www.shawnasuckow.com Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    20 min

  8. MAR 22

    Why Your Marketing Is Everywhere and Getting You Nowhere: How to Fix Chaotic Marketing and Start Getting Results | EP6

    If your marketing feels scattered, that's because it probably is. Josh Anderson, founder of MKTG Reboot and fractional CMO to growing businesses, walks Shawna through the exact framework he uses to bring clarity to chaotic marketing operations. From cutting 25-30% of what most businesses are doing (because it isn't working) to building the one messaging document that gets your whole team speaking the same language... this episode is a masterclass in doing less, saying more, and finally getting traction. Whether you're a solo founder or leading a small team, you'll walk away knowing exactly where your marketing is leaking and how to plug it. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

    31 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Small businesses have been underestimated for decades. That turns out to be their greatest advantage. Underestimated is the small business podcast for entrepreneurs, owners, and marketers ready to win without pretending to be bigger. Hosted by ‘The Buyer Insider’ Shawna Suckow, the show explores practical small business marketing strategies, customer behavior, sales tactics, and growth ideas that actually work—leaning into what big brands can't: trust, transparency, speed, and human connection. Through sharp insights and candid conversations with experts, Underestimated breaks down small business marketing, customer retention, leadership, and operations—without big budgets, bloated teams, or corporate nonsense. Because small businesses don't need to act big to win. They just need to use what big companies can't.

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