I have been in ad sales for 13 years. Both approaching small mom and pops as well as fortune 1000 companies. Non traditional or Traditional, it will all be the same. Every business needs a little different approach. Especially based on the size of the company, whether its corporate owned, family owned, etc. I have always found though, across the board, that a soft approach is always best. Create contact with whatever way works best for that business, ask questions, genuinely have a interest in them other then just doing business together. I have always offered free tips and advice where I gain Nothing monitary. But I gain their trust. They will be more interested in hearing what you have to offer after they get to know you on a non business basis.