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. RSSVERIFY

  1. 1d ago

    How Can I Get More Customer Referrals for My Small Business?

    Your happiest customers may love you and still never refer anyone to you. Annoying? Yes. Mysterious? Not really. Most customers aren’t walking around thinking about who they can send your way. They may not remember exactly who you help, know what to say, or even realize you want referrals. In this episode, Shawna breaks down why referrals don’t just magically happen and how to make them much more likely. She shares the referral system she uses in her own business, when to make the ask, how to make referring you ridiculously easy, and a few things that can make the whole thing feel icky fast. If you're struggling with: 😬 Getting referrals consistently 😬 Asking customers without feeling awkward 😬 Staying top of mind after the sale 😬 Figuring out what to say when you make the ask 😬 Helping people understand exactly who your best customer is You'll learn: 💡 Why happy customers still don't refer you 💡 How to make your ideal customer easy to remember 💡 When customers are most likely to say yes to a referral request 💡 How to remove the friction from referring you 💡 Why "Who do you know who...?" is such a useful phrase 💡 How to build referrals into your regular follow-up instead of hoping somebody remembers you six months from now Shawna shares examples including: 🎤 Her three-person speaker referral pod 🎤 A realtor example that shows why specificity matters 🎤 The referral ask she forgot to make after a fantastic speaking engagement 🎤 The simple ways she stays in touch with past clients and referral partners Who This Episode Is For This episode is for small business owners who get some business through word of mouth but don't have an actual referral process. It's especially useful if customers seem happy, you know people like your work, and yet referrals still arrive randomly instead of consistently. Final Takeaway Referrals work much better when you stop treating them like nice surprises and start treating them like part of your customer process. Stay memorable, make it clear who you want to meet, ask when the customer is happiest, and make the introduction easy. You don't need an elaborate referral program with points, prizes and a dashboard that looks like NASA mission control. You need a simple process you'll actually use. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-26 Connect With Shawna 🔗 Subscribe: https://www.youtube.com/@ShawnaSuckow 🔗 Visit: https://www.thebuyerinsider.com 🔗 Newsletter: https://www.thebuyerinsider.com/newsletter 🔗 Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault If this episode gave you one referral idea you can actually use, like the video and subscribe to Underestimated for more practical advice for growing a small business without burning yourself out. And if you'd like more free small business marketing resources without spending three hours wandering around Google, Shawna's Vault is at www.thebuyerinsider.com/vault. #SmallBusiness #SmallBusinessMarketing #CustomerReferrals #ReferralMarketing #WordOfMouth #BusinessGrowth #CustomerExperience #SmallBusinessTips #Entrepreneurship

  2. Aug 2

    Why Do Customers Think You're Too Expensive? | 5 Reasons Small Business Owners Miss

    Do you keep hearing, "You're too expensive?" Ouch. I know it's tempting to start chopping prices, throwing in freebies, or convincing yourself you need to "be more competitive." I'd rather chew glass. Sometimes your prices really are too high. But if you keep hearing that objection, chances are there's something else going on. In this episode, I walk through the five biggest reasons customers think you're too expensive. We talk about your branding, your messaging, the value customers see (or don't), and the one thing that's become more important than ever: trust. If you're struggling with: ▶️ Hearing "you're too expensive" more than you'd like ▶️ Losing customers to cheaper competitors ▶️ Attracting people who only care about price ▶️ Wondering why customers don't seem to "get" what makes you different ...this episode is for you. You'll learn: Why lowering your prices is usually the last thing I'd doHow your branding may be working against youWhy your website and messaging set expectations before you ever have a conversationHow to figure out whether customers really see your valueWhy trust has become a small business's unfair advantageShawna shares examples including: ✅ Secret shopping your competitors ✅ Asking prospects the right follow-up questions ✅ Using focus groups to uncover blind spots ✅ Collecting video testimonials that customers actually believe ✅ Making your website work harder for you Who This Episode Is For Business owners who are tired of competing on price and want customers choosing them because they're the right fit, not the cheapest option. Final Takeaway Not every customer who says you're too expensive is telling you your prices are wrong. Sometimes they're telling you they don't understand your value yet. Those are two very different problems, and only one of them gets fixed with a discount. Episode Page + Full Transcript https://www.thebuyerinsider.com/podcast/episode-25 Timestamps 00:00 Why Customers Think You're Too Expensive 01:08 Maybe It Really Is Your Pricing 03:15 When Your Brand Doesn't Match Your Price 07:10 What Your Messaging Is Really Saying 10:20 Do Customers See Enough Value? 13:45 The Biggest Issue: Trust 18:30 Your Small Business Superpower 22:05 Finding Your Exact Right Customer Connect With Shawna 🌐 https://www.thebuyerinsider.com 📬 https://www.thebuyerinsider.com/newsletter 📚 https://www.thebuyerinsider.com/vault ▶️ https://www.youtube.com/@ShawnaSuckow If you haven't wandered through the Vault yet, go take a look. There are free assessments, worksheets, and other goodies in there that might save you a little time, a little money, and maybe a headache or two. #SmallBusinessMarketing #PricingStrategy #CustomerTrust #SmallBusinessOwner #Entrepreneur #BuyerBehavior

  3. Jul 27

    How Can Introverts Get Comfortable on Video? | 10 Tips for Small Business Owners

    Every time I speak at a conference, someone quietly admits they know they should be doing more video, but they hate being on camera. If that's you, this episode is for you. I'm sharing ten practical ways introverts can get comfortable with video without pretending to be louder, funnier, or more outgoing than they really are. We'll talk about why teaching works better than performing, why stories beat sales pitches, why perfection actually hurts trust, and how confidence comes from doing it, not waiting until you feel ready. In this episode, I'm sharing ten practical ways introverts can finally get comfortable creating videos without pretending to be someone they're not. We'll talk about why you don't need to be entertaining, why stories connect better than sales pitches, how to stop obsessing over perfection, and why your customers care a whole lot less about your hair than you think they do. If you've been putting off video because you're waiting until you feel confident, I hope this episode changes your perspective. If you're struggling with... ✅Feeling awkward on camera ✅Overthinking every video you record ✅Thinking you need to be entertaining ✅Waiting until you feel "ready" You'll learn... Why introverts can actually have an advantage on videoHow to make your customer the hero instead of yourselfWhy bullet points work better than scriptsHow to build confidence through repetitionWhy authenticity creates more trust than perfectionShawna shares examples including... ✅Recording videos while rushing through airports ✅Why some of her least polished videos performed the best ✅How she batches content when her energy is highest ✅Why she'd "rather chew glass" than public speaking...at least when she started Who This Episode Is For Small business owners, consultants, speakers, coaches, and service professionals who know they should be using video but keep putting it off because they don't feel comfortable on camera. Final Takeaway Confidence doesn't arrive before you start. It grows every time you press Record. The sooner you stop trying to perform and start trying to help, the easier video becomes. Episode Page: https://www.thebuyerinsider.com/podcast Timestamps 00:00 Why Video Feels So Hard 01:02 You Don't Have to Entertain 03:00 Tell Stories Instead 05:08 Make Your Customer the Hero 07:23 Record When Your Battery Is Full 09:12 Bullet Points Beat Scripts 11:00 Stop Chasing Perfect 15:08 Batch Your Videos 17:20 Lean Into Your Introvert Strengths 19:18 Stop Trying to Be "On" 21:45 Confidence Comes From Repetition 25:20 The Buyer Insider Vault Connect With Shawna https://www.thebuyerinsider.com https://www.thebuyerinsider.com/vault https://www.youtube.com/@ShawnaSuckow #smallbusiness #videomarketing #introvert #entrepreneur #marketing If you found this episode helpful, please like, subscribe, and share it with another business owner who needs to hear it. 😊😊😊 Don't forget to check out The Vault, Shawna's free resource library for small business owners.

  4. Jul 19

    Is AI Making Smaller Manufacturing Companies Smarter…or More Vulnerable?

    Everybody's talking about AI right now. Some people think it's going to solve every problem in manufacturing. Others think it's going to replace everybody's job. I don't buy either argument. That's why I invited manufacturing expert and Smart Plant author Lisa Ryan onto the show. We talked about where AI genuinely helps, where it falls flat, and why the biggest risk may not be the technology at all. It may be the knowledge that's quietly walking out the door every time an experienced employee retires. We also had a lot of fun talking about actual salt mines, a Murder Board for ideas (love this!), and how leaders can avoid making short-term decisions that create long-term headaches. If you're struggling with: deciding where AI belongs in your business preparing for a wave of retirements capturing institutional knowledge making smart automation decisions balancing technology with people leading through change ...this episode is for you. ### You'll learn: ✔ Why AI is an incredible tool, but still needs human judgment. ✔ What manufacturers lose when experienced employees leave without sharing what they know. ✔ Why dashboards don't always tell the whole story. ✔ How small leadership decisions can create expensive problems years later. ✔ One practical thing every CEO should start doing this week. ### Shawna and Lisa discuss: AI in manufacturing automation workforce shortages succession planning leadership knowledge transfer employee retention the future of manufacturing ### Who This Episode Is For Manufacturing leaders. Plant managers. Business owners. Operations teams. And honestly, anyone who's trying to figure out how AI fits into their business without assuming technology has all the answers. ### Final Takeaway AI is going to keep getting better. So will automation. The companies that come out ahead won't be the ones that replace people the fastest. They'll be the ones that figure out how technology and experienced employees make each other better. **Episode Resources: https://www.thebuyerinsider.com/podcast/episode-23 ### CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com Free Resources for Small Businesses: Get Shawna's Small Business Marketing Non-Snoozeletter and free resources at https://www.thebuyerinsider.com/vault #Manufacturing #ArtificialIntelligence #Leadership #Automation #ManufacturingLeadership #EmployeeRetention #KnowledgeTransfer #SmallBusiness #FutureOfWork #BusinessGrowth If you found this conversation helpful, subscribe, leave a review, and share it with someone who's trying to make smart decisions about AI.

  5. Jul 6

    Why are people visiting my website but not becoming customers?

    Have you looked at your website lately... really looked at it? Not as the business owner who already knows where everything is, but as someone who's seeing it for the first time. If it's been a while, you might be surprised by what's helping you and what's quietly driving customers away. In this episode of Underestimated, Shawna Suckow walks through eight simple updates that can make your website work a whole lot harder, from writing a stronger homepage headline to making it ridiculously easy for customers to contact you. She also shares why real stories, real people, and conversational writing are becoming more important than ever. Before you spend money on a website redesign, start here. If you're a small business owner struggling with: • a website that isn't generating enough leads • low website conversions • standing out from competitors • outdated website messaging • building trust online • improving your website without a complete redesign You'll learn: ✔ How to write a stronger hero headline ✔ Why customers care more about outcomes than services ✔ What belongs directly below your hero section ✔ How storytelling builds credibility faster than a list of accomplishments ✔ Why video creates trust faster than text alone ✔ The easiest way to improve your contact page ✔ Why your About Us page matters more than ever ✔ How GEO and AI search are changing website content ✔ Why conversational writing helps both customers and AI understand your business Shawna shares examples for: • Handymen • CPAs • Credit unions • Home service businesses • Professional speakers • Any small business that depends on trust Who This Episode Is For This episode is for small business owners who know their website could be working harder. Whether it's been six months or six years since you really looked at it, you'll walk away with practical ideas you can start improving one page at a time. Final Takeaway You don't need a brand-new website to get better results. Often, small changes to your messaging, structure, and customer experience make a much bigger difference than an expensive redesign. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-22 CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com Newsletter: https://www.thebuyerinsider.com/newsletter Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault #SmallBusinessMarketing #WebsiteMarketing #SmallBusinessWebsite #CustomerTrust #WebsiteDesign #GEO #SEO #MarketingTips #BusinessGrowth #Entrepreneur If you found this episode helpful, please subscribe, leave a review, and share it with another small business owner. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources at www.thebuyerinsider.com/vault.

  6. Jul 6

    Am I Missing Easy Holiday Marketing Ideas That Actually Get Attention?

    Do your holiday promotions look exactly like everyone else's? If every holiday means another stock graphic and another predictable sale, your customers probably aren't giving it a second glance. In this episode of Underestimated, Shawna Suckow shares some of her favorite ways to use both traditional holidays and wonderfully weird national holidays to get customers talking, laughing, participating, and remembering your business. You'll hear practical ideas you can steal, simple ways to involve your customers without spending much money, and why participation almost always beats another discount. If you're looking for inexpensive marketing ideas that actually help your small business stand out, this episode is packed with them. If you're a small business owner struggling with: • holiday promotions that feel repetitive • low engagement on social media • standing out against larger competitors • relying too much on discounts • finding inexpensive marketing ideas • keeping customers engaged throughout the year You'll learn: ✔ Why unusual holidays often outperform major holidays ✔ How to create promotions customers actually participate in ✔ Ways to encourage user-generated content ✔ How collaborations with other local businesses expand your reach ✔ Why memorable marketing builds stronger customer relationships ✔ How AI can help brainstorm creative holiday campaigns This episode also explores: • customer engagement • social media marketing • community partnerships • local business promotion • publicity opportunities • creative content ideas • affordable marketing strategies Who This Episode Is For This episode is for small business owners, entrepreneurs, marketers, retailers, service businesses, and anyone looking for inexpensive ways to stay visible and memorable throughout the year. Final Takeaway Customers remember businesses that give them something fun to participate in. You don't have to wait for Christmas or Black Friday to create meaningful engagement. Sometimes the smallest, strangest holidays become the biggest marketing opportunities. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-21 Timestamps 00:00 Thank You to Listeners 01:15 Why Holiday Marketing Matters 03:20 Skip the Predictable Promotions 06:30 Creative Fourth of July Ideas 10:05 Weird Holidays That Spark Engagement 14:15 National Dog Month Marketing 18:30 Participation Beats Promotion 22:10 Create Your Own Holiday 25:10 Using Holiday Marketing for PR 28:15 Local Collaborations That Grow Your Audience 31:05 Final Holiday Marketing Challenge CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com Newsletter: https://www.thebuyerinsider.com/newsletter Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault If you enjoyed this episode, please like, subscribe, and leave a review. It helps more small business owners discover Underestimated. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and download free marketing resources at www.thebuyerinsider.com/vault.

  7. Jun 28

    How Do I Build Customer Loyalty That Big Competitors Can't Steal?

    How do you build customer loyalty so strong that customers stay with you even when larger competitors show up with lower prices? In this episode of Underestimated, Shawna Suckow sits down with Sandy Hendrick, Marketing Manager at HTC, an Internet Service Provider in Conway, SC, to talk about what it takes to stay community-focused while growing a business. Sandy shares how HTC competes against national brands like Google Fiber, Verizon, and more, without racing to the bottom on price; why authentic local connections create lasting loyalty; and how simple community partnerships can generate trust, visibility, and customer retention. If you're looking for ways to stand out without a massive marketing budget, this conversation is packed with practical ideas. If you're a small business owner struggling with: Competing against larger competitors Customers who only care about price Building customer loyaltyStanding out in a crowded marketLimited marketing budgetsCreating meaningful community connectionsKeeping your brand human as you growYou'll learn: Why competing on price creates the wrong kind of customerHow community involvement builds long-term loyaltyThe difference between visibility and connectionWhy consistency beats perfectionSimple event ideas that create big resultsHow growing businesses can stay true to their identityShawna and Sandy discuss real examples including: Business member spotlightsCommunity partnershipsLocal event activationsCustomer loyalty strategiesSocial media engagement tacticsHTC's "out-of-the-blue" eventsThe Real Kids community programWho This Episode Is For This episode is for small business owners, entrepreneurs, marketers, and business leaders who want to create loyal customers, stronger community connections, and a sustainable competitive advantage that isn't based on being the cheapest option. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-20 Timestamps 00:00 Introduction 01:42 Meet Sandy Hendrick 05:18 Biggest marketing mistakes 12:37 Building stronger partnerships 18:55 AI and the future of marketing 28:14 Key takeaways 34:40 Final advice CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckowVisit: https://www.thebuyerinsider.comNewsletter: https://www.thebuyerinsider.com/newsletterFree Small Business Marketing Resources: https://www.thebuyerinsider.com/vaultPlease like, subscribe, and share this episode if you found it helpful! Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources here: www.thebuyerinsider.com/vault

  8. Jun 26

    How Do I Get My First Customers With No Marketing Budget? | Small Business Growth Tips 2026

    How do I get my first customers with no marketing budget? If you're a new business, building trust can feel impossible when you don't have reviews, referrals, testimonials, or a track record. In this episode of Underestimated, Shawna Suckow shares creative ways small business owners can attract customers, build credibility, and generate buzz without spending a fortune on advertising. You'll hear real examples from a trade show startup, a roofer, a painter, a chiropractor, and beauty service providers who use experiences, stories, and social proof to stand out. If you're wondering how to get customers when nobody knows who you are yet, this episode is packed with ideas you can put to work immediately. If you're a small business owner struggling with: getting your first customersbuilding trust without reviewsstanding out from established competitorsgenerating referrals and word of mouthcreating marketing content people actually noticeattracting customers without discountinggrowing a business with a limited marketing budgetthis episode will help you rethink how you build credibility when you're starting from scratch. You'll learn: ✔ How do I get customers when nobody knows my business yet? ✔ What can I do instead of spending money on advertising? ✔ How can I build trust before I have reviews? ✔ What types of experiences create word-of-mouth marketing? ✔ How do I turn customers into testimonials and referrals? ✔ Why do some businesses become memorable while others get ignored? ✔ What marketing assets should every new business be collecting? ✔ How can I stand out in a crowded local market? Who This Episode Is For This episode is for small business owners, entrepreneurs, and marketers who are trying to attract customers without a large advertising budget. It is especially relevant if you are launching a new business, entering a competitive market, struggling to gain visibility, or trying to build trust before you have an established reputation. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-19 CONNECT WITH SHAWNA: Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com Newsletter: https://www.thebuyerinsider.com/newsletter Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault #SmallBusinessMarketing #MarketingStrategy #CustomerTrust #BuyerBehavior #EntrepreneurMarketing #SmallBusinessTips #Marketing2026 #BusinessGrowth #CustomerExperience #BrandTrust #DigitalMarketingStrategy #MarketingForSmallBusiness Please like and subscribe to help Shawna reach more small business owners! Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault

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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. RSSVERIFY

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