Britain is increasingly becoming a small enterprise economy, with small ent
erprises employing around 44% of the UK workforce. Statistical evidence ind
icates that in certain important accident categories, small enterprises hav
e a poorer record than large enterprises. Health and safety consultants may
have an important role in assisting the managers of small enterprises deve
lop their skills in health and safety management. However, anecdotal eviden
ce indicates that many small enterprises do not take up the opportunity of
using consultants. This discussion document uses the principles of marketin
g to address this issue. The paper provides an outline of underpinning mark
eting theory. It then goes on to consider how appropriate marketing techniq
ues may be usefully applied to the service provided by health and safety co
nsultants for small enterprises. This takes into consideration the characte
ristics of small enterprises and their managers. The paper concludes by sug
gesting a number of potential strategies that may be adopted by training pr
oviders, other intermediaries and consultants to encourage more take up of
consultants by small enterprises and to enhance the services provided by co
nsultants. (C) 2000 Elsevier Science Ltd. All rights reserved.