Reaching the Untapped CRM Market: Talk About Problems, Not Apps

Most small-businesspeople do not look at a sales issue, a service breakdown or a failure in marketing and immediately flash on the acronym “CRM.” It’s not part of the vocabulary. It’s a concept they could benefit from — if only they understood what it was. The vendors looking to tap into this space should reframe the discussion of their products in terms of the problems small businesses face.

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