CRM (customer relationship management) has earned gold standard status in major corporations, but small businesses can benefit from the customer-centric management philosophy, too. A CRM initiative generally depends on three key elements: people, processes and technology.

Every person in your organization must adhere to customer-oriented thinking; processes must be re-engineered to focus on customer needs; and software is usually implemented to facilitate the changes. CRM consultants can help small businesses take advantage of the benefits of CRM, which include:

1. Improved customer retention.
2. Increase lead conversion rates.
3. Decreased sales and marketing costs.
4. Increased revenues.
5. Shortened sales cycles.

Action Steps
The best contacts and resources to help you get it done

Assess your CRM readiness

To succeed with a CRM program, your company and staff must be ready, willing and able to make the change. A CRM consultant can evaluate your company's readiness — including your staff's willingness to accept change, how difficult it will be to change your processes and how much effort will be required to install, learn and use a CRM software program.

I recommend: CRMMastery.com, which caters to small and mid-sized businesses, offers a free assessment tool to determine if your company is CRM-ready.

Analyze your needs

The needs of your company can be vastly different from any other firm. That's why CRM calls for a customized approach. Look for a consultant that offers individualized service and solutions rather than a cookie-cutter method.

I recommend: SmartThoughts, a CRM consulting firm for small and mid-sized businesses, uses an 'Exact Fit' system to make sure the solutions fit your needs.

Improve customer relationship processes

Many small business owners equate CRM solely with software. However, the technology isn't the end goal; it's designed to help you develop and strengthen customer-focused processes. It's your processes that really matter. A CRM consultant can help you identify ways to improve your sales and marketing, customer service and customer support processes.

I recommend: Improving your company's processes to make them more customer-oriented is an important part of the consulting services offered by Spinnaker Network Solutions, which works with small and mid-sized businesses.

Choose your CRM software

SalesForce, Microsoft Dynamics CRM, Sage CRM, GoldMine — these are just some of the many CRM software solutions currently available. A CRM consultant can help you navigate the software field to find a product that's suitable for your company.

I recommend: HarvestSolutions.net works with small and mid-sized businesses to find the best CRM software solutions.

Mastering CRM software

Choosing software is only the beginning of implementing a CRM program. Training your employees to use the new software is key to succeeding with CRM. Look for consultants that offer ongoing training.

I recommend: ProfessionalEdge.com CRM consultants offer various levels of training as well as a number of ways to train your staff, including e-learning, CD learning and classroom training.

Finding consultants

Locating a CRM consultant who works with small businesses isn't easy. There's no association you can tap into for recommendations, and many CRM consultants listed in Web directories cater to major corporations.

I recommend: Independent consultants, such as those found through Guru.com, may be more likely to provide CRM services for smaller businesses. Small businesses can also look for consulting talent by clicking on 'Customer Relationship Management' under the Technology heading and filling out a project description that includes the number of employees at eWorkMarkets.com.

Use an online consultant

If you're a sole proprietor who doesn't need a full-blown CRM program or you simply aren't able to afford the services of a CRM consultant, take advantage of the Web to help you pinpoint customer-centric solutions for your business.

I recommend: SmallBizCRM.com offers a wealth of information about CRM solutions for small businesses, including software that's geared to smaller companies and even some free CRM tools that are ideal for one-person shops.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Look for consultants who offer more than software training and support. A CRM consultant should be able to offer suggestions on how to redesign workflow to improve customer service.
• •  Hire someone who communicates comfortably with you.
• •  Many CRM consultants work as affiliates or partners with particular software solutions. In most cases, these consultants will recommend those software products. For the most objective advice, look for a consultant who doesn't work with specific product lines.
• •  CRM software can be complex. Good consultants should be able to explain complex technical jargon clearly and understandably.