If you know your prospect, you will succeed. Retirees are becoming small business owners by the droves. The business trends are that aging entrepreneurs have rejoined the business world as small business owners. Marketing to the small business owner is easy, if you know who that small business owner is and where they came from in a business sense. Marketing to the small business owner must also take into account that as people age, they become more resistant to standard and widely used marketing techniques. Guess that is to say they become hardened? Or smarter? Either way, using your personality, integrity and knowledge are crucial when marketing to the small business owner. Remember, they were in the trenches and will respect you if you are honest and hardworking. The small business owner is likely the one to make the purchasing decisions and is the one that you need to know….inside and out.