Advice for small-business owners

The headline of the piece is certainly an eye-catcher: “Why Small Business Are Scared To Invest In CRM Solutions” (all caps) reads the title of an article by George Ishee at Web Pro News.

Though unfortunately no hard biographical data is available on Ishee, the “Expert Author” writes authoritatively first-person stating outright that “What I have found is that most small business owners watch their cash like a hawk and they protect it with their life but they still need new clients.”

Ishee sees the CRM and Sales Force Automation game as requiring a bit of a difficult situation for the small-business implementer, because “there are few [CRM solutions providers] who can actually deliver results which is what the small business needs. …. Most CRM companies just don’t get it because it’s all about the results not about software or customization.”

According to Ishee, CRM / SFA software manufacturers and consultants are also handcuffed. They “have good intentions, but lack the complete understanding of all the skill sets required for a small business to be successful. … They are very good at some of the skills, but not experts at all of them, and that is what a small business owner needs.” Plus, “most CRM or SFA vendors (consulting firms) are in the pocket of one or more of the large software manufacturers. Manufacturers leverage the good will of consultants who direct you under the guise of consulting, as to which products you need to buy.”

Ultimately, Ishee espouses as affordable the systems from Salesforce.com, NetSuite.com, and, intriguingly, a small little company called Plum Tree Marketing. And here’s where the story gets depressing. Who might be listed as the “Principle” Consultant at Plum Tree Marketing? Got it in one: George Ishee. In other words, the “Expert Author,” actually a consultant, is asking his readers not to listen to consultants. Deal.

Turning on the old sales instinct, the “article” from this “author” soon turns transparent: “Remember, it’s all about one simple fact: You need to be making more money coming in vs. going out. Keep this in mind as you investigate the different solutions. Ask the vendors how they will accomplish this and demand they help you calculate a return on investment to make sure you can recoup your investment within 1 year.”

Over at the Plum Tree Marketing ‘site, Ishee’s “bio” states that “As President of PlumTree Marketing I can guarantee exactly that. Here’s my guarantee. If you run our solution 3 times a week for 1 year, and you don’t sell more that the cost of your investment for the PlumTree Activator solution, then I’ll buy it back and refund 100% of what you paid. The reason I can offer you this powerful guarantee is because I know it works when you use it.” Imagine that. Sounds a bit like an infomercial.

This writer would like to offer a few further suggestions to the small-business owner who would like to implement a proper CRM system. Considering trusting a larger more reputable organization despite the slightly higher price tags you might see there. (After all, there’s a reason you’ve heard of the Salesforce.coms of the world.) Beware the “consultants” and “experts” everywhere. And always double-check that information you read online.

CRMChump.org is affiliated with no solutions provider or consulting firm.