Small Business CRM Advice Roundup

There's lots of great advice for small business CRM users this month:

• First, envision the end result of your small business CRM implementation. As Stephen Covey would say, begin with the end in mind. Are you buying CRM software just because you feel you need to, or are there specific customer challenges that you hope you can solve with technology.

• Second, choose expandable CRM systems. CRM applications designed for enterprise organizations might be too big or too expensive to justify in a small business. Many of today's most popular CRM applications offer modular options, like seat licenses for web-based apps or feature-based pricing that allows you to enable more functionality as needed.

• Third, select CRM applications that invite customers to engage with you on their terms. Lead generation tools that offer interaction on websites as well as through mobile phone applications can cultivate relationships effectively -- even when you're not directly involved.

• Fourth, focus on CRM comparisons that build on the strengths of your current team. Most failed small business CRM implementations involve techniques or technology that existing sales professionals find painful to integrate into their workflows. A fantastic automated funneling lead generator won't do much for your organization if your team has their own way of doing things. Either invest in successful teams -- or build new teams.

• Finally, don't let your small business CRM project hide you from your customer. Many small business owners get so lost in the bells and whistles of new CRM systems that they forget what attracted customers to the relationship in the first place. Small businesses that leverage personal service and prompt attention won't get far if CRM tools get in the way of human interaction.

With more companies rolling out small business CRM products every quarter, entrepreneurs can leverage their size and flexibility to attract clients -- as long as they don't let the wrong CRM software lock them in to an ineffective process.