White paper: How to Compete Against the 800-pound Gorilla

[PDF] White Paper: How to Compete Against Industry Giants (Caretsky)

Small business executives often discuss the challenges they face in order to compete in their space. They talk about the need to add new capabilities to their product or service, and invest more in marketing so that they can be favorably compared to the mainstream players. In many cases they are spending a ton of money trying to keep up and this does not make good business sense. Here’s why.

You’re not going to out-feature an industry giant and you are certainly not going to out-market them. Any attempt to do so and you will most likely drive yourself right out of business. But here is some good news; you don’t have to.

“It’s not about what they offer, it’s about what you offer and what you do better than everyone else.”
Larry Caretsky

So how do you effectively compete with industry giants? Larry Caretsky, CEO of Commence Corporation, shares his sales and marketing strategy in this brief white paper. Use the link below to download the free PDF from the Sales Lead Management Association library:

[PDF] White paper: 2 Tips for Competing Against Industry Giants

What’s Wrong with CRM Software?

Even the best technology does nothing without human intervention | Commence.com

For the most part CRM software utilization among small to mid-size companies is pretty dismal, with reports of up to a 73% failure rate. Based on this you should ask yourself what’s wrong with this technology and why would my company want to purchase and install it?

Well the real answer is that there is nothing wrong with CRM software programs and in fact most of them are pretty good.  They enable you to capture, track, manage and share information so that you can significantly impact how you market, sell and provide service to your customers. The problem is that you need to make a commitment to getting it properly implemented, getting your staff trained, and mandating its use. For many small to mid-size business this is simply too much of a challenge and is the sole reason for such a high failure rate.

Keep in mind that CRM is a technology solution that does absolutely nothing without human intervention. Here is a simple analogy. Your car is a piece of technology.  It sits on your driveway every day and does nothing until you get in it and steer it along the way. Likewise, you have to steer your CRM system if you truly want to improve business performance.  Perhaps you are just not ready to make this commitment and that’s ok. It’s better to know this upfront before you invest your time and money on a solution that never gets implemented.

Here are a few questions to ask yourself to determine if you are ready for a CRM solution.

1.       Are we committed to dedicating the time required to define what we want to achieve with a CRM system?   Yes or No!

2.       Have we outlined a road map to get from where we are today to where we want to be? Yes or No!

3.       Are we committed to assigning the resources necessary to automate and streamline our internal business processes?  Yes or No!

4.       Are we committed to getting our staff properly trained and mandating the use of the system?  Yes or No!

If you are running your business using an Excel spreadsheet or an outdated contact manager you may not be prepared to make this level of commitment and that’s fine. You can hold off until you are ready or engage outside resources that can assist you with planning the implementation, creating your road map and getting your staff properly trained.  All you will need to do is mandate its use.

About the author:

Larry Caretsky is the president of Commence Corporation, a provider of CRM software for small to mid-size businesses.  Commence provides the planning, execution and training necessary to ensure that every customer realizes the maximum value from the software. Commence has been providing business software and services to the SMB community for more than two decades and is highly regarded for the quality of their products and services. Visit commence.com to learn more.

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Implementing a top-rated CRM software solution like Commence CRM will provide your business with the tools you need to automate and streamline how you market, sell and provide service to your customers. But to realize the maximum value from the software you need more than a good CRM system.  You need experienced sales, marketing and service personnel to define and tailor the workflow processes and implement the online programs that will result in improved business performance.

“Small to mid-size businesses often find it difficult to hire and retain these resources” says Larry Caretsky, president of Commence Corporation.  “The biggest challenge we see is in Marketing where experienced people can be too costly for smaller businesses. We are looking to fill this gap by coupling our CRM software with experienced online marketing professionals who can assist customers with defining effective lead generation programs and executing them using the tools built into our system.  Our efforts have helped customers move away from expensive, ineffective programs (like Google pay-per-click and banner ads) to more efficient programs that deliver organic inquiries that cost much less to obtain.”

The combination of a top-rated CRM solution with professional Search Engine Optimization (SEO) expertise is a unique differentiator for Commence and addresses a critical need for small to mid-size businesses that are tired and frustrated with CRM solutions that do not get used and with spending large amounts of money on ineffective sales and lead generation programs.

To learn more visit commence.com or call 1-877-COMMENCE.