--- title: Small Business Marketing & Sales Channel Development description: Leveraging technology and relationships builds a competitive advantage. Small business marketing and CRM are key elements for building market share. --- [![Digitol Services](https://info.digitolservices.com/hs-fs/hubfs/Digitol%20%26%20E%26S%20Co-Branding%20Logo.png?width=131&height=64&name=Digitol%20%26%20E%26S%20Co-Branding%20Logo.png "Digitol Services")](https://www.EandSsolutions.com) - [Home](https://eandssolutions.com) - [About Us](https://eandssolutions.com/about-us/) - [About Us](https://eandssolutions.com/about-us/) - [Endorsements](https://eandssolutions.com/about-us/endorsements/) - [Privacy Policy](https://eandssolutions.com/about-us/privacy-policy/) - [Expertise](https://eandssolutions.com/expertise/) - [Business](https://eandssolutions.com/business/) - [Finance](https://eandssolutions.com/business/finance/) - [Planning & Strategy](https://eandssolutions.com/business/business-planning/) - [Operations Management](https://eandssolutions.com/business/operations-management/) - [Supply Chain](https://eandssolutions.com/business/supply-chain-for-small-business/) - [Intellectual Property](https://eandssolutions.com/business/intellectual-property/) - [Mergers and Acquisitions](http://eandssolutions.com/business/mergers-and-acquisitions/) - [Sales & Marketing](https://eandssolutions.com/sales-marketing/) - [CRM](https://eandssolutions.com/sales-marketing/crm/) - [E-commerce](https://eandssolutions.com/sales-marketing/e-commerce/) - [Digital Marketing](https://eandssolutions.com/sales-marketing/digital-marketing/) - [Social Media Strategy](https://eandssolutions.com/sales-marketing/social-media-strategy/) - [Sales Channel Development](https://eandssolutions.com/sales-marketing/sales-channel-development/) - [Technology](http://eandssolutions.com/technology/) - [IT Systems](https://eandssolutions.com/technology/it-systems/) - [Software Development](https://eandssolutions.com/technology/software/) - [Digitol](https://eandssolutions.com/digitol-solution/) - [Free Tools](https://eandssolutions.com/free-tools/) - [Blog](http://blog.eandssolutions.com/blog) - [Contact Us](http://blog.eandssolutions.com/contact) Search … Search ![keyboard2.jpg](https://info.digitolservices.com/hs-fs/hubfs/ExecutiveStrategicSolutions_Sep2016/Layout/keyboard2.jpg?width=1280&name=keyboard2.jpg "keyboard2.jpg") # The Great Office Supplies Caper ## Small Business Marketing & Sales Channel Development by [Ian M. Elliott](https://info.digitolservices.com/blog/author/ian-m-elliott) | 3/29/16 9:32 AM Find me on: [Facebook](https://www.facebook.com/pages/Executive-Strategic-Solutions/235034643185168) [LinkedIn](https://www.linkedin.com/in/elliottian) [Twitter](https://twitter.com/elliott_ian) - [Tweet](https://twitter.com/share) In many instances big business no longer serves the best interests of its customers. However, real advantages built up over the years through leveraging historical value propositions, lower costs and higher efficiency, gave big business time to build distribution barriers that have made it difficult for small business to win back market share despite reduced levels of customer satisfaction. # SALES DEVELOPMENT TACTICS | ### Traditional Elements - Lead generation - cold calling - Industry publications - paid ads - Local radio, TV & print advertising - Yellow pages - Hard copy marketing collateral - Lead qualification - junior sales personnel - Senior management engage qualified leads - Personal customer relationship management | ### Digital Elements - Search optimized website - Social Media - Blogging - Inbound digital marketing know-how - CRM - sales pipeline & customer management - Email campaigns - Fully integrated IT platform - Reliable electronic customer communications | | --- | --- | **By combining some of the traditional elements with the digital elements a small business can build a competitive advantage over a larger business in local markets.** ![crm-for-small-business-blog-art.jpg](https://info.digitolservices.com/hs-fs/hubfs/EandS_Solutions/Blog_Images/crm-for-small-business-blog-art.jpg?width=632&height=315&name=crm-for-small-business-blog-art.jpg "crm-for-small-business-blog-art.jpg") Small business operators now have access to technology at affordable costs that level the playing field and allow legacy distribution channels to be completely bypassed while providing equivalent service levels to those offered by big business. High quality products at lower prices drop-shipped directly to customers with one to two day lead times, combined with the capability for seamless online transactions, becomes a compelling value proposition and powerful components for small business marketing strategies. A small business has to leverage [information technology](https://info.digitolservices.com/blog/infographic-software-for-digital-platform-e-commerce) in order to successfully level the playing field and compete effectively with big business. Customer Relationship Management (CRM) is a critical component of the technology platform but it's value is often misunderstood by small business operators. However, for those that understand how to effectively use CRM for small business and for managing the sales pipeline, then the fun part of sales development in the digital era can begin. > Although our philosophy is strongly behind the deployment of [integrated information technology platforms](https://info.digitolservices.com/blog/infographic-software-for-digital-platform-e-commerce) as the foundation for effectively competing with much larger enterprises, these should not be implemented at the expense of trusted and proven sales development tactics. These trusted and proven methods are relationships, face-to-face relationships. Small business owners must not ignore the power of face-to-face meetings and personal interaction. In establishing and deploying an integrated information technology platform, a small business gets itself on a level playing field alongside larger companies in its field. However, being on a level playing field is not enough and owners need to leverage capabilities that cannot be provided by larger organizations. Decision makers from large companies typically don't meet with anyone except their biggest and most important customers, and their interactions with smaller customers are more commonly handled by call-centers, chat lines, email and other web-based messaging systems. Large organizations don't usually engage one-on-one with anyone except their bigger customers because it's expensive to hire, train and maintain the resources to do so. As a consequence, initial efforts are to divert calls to web based systems like chat or common Q&As at their web portal. In order to get to speak to a representative a customer has to remain determined and patient. Unfortunately, once connected to a live representative, it's increasingly common to find the connection is with an off-shore call center with poor language skills, an incompatible culture and operating from scripts that are ineffective for its frustrated customers. Because of the increasingly evident failure to manage relationships with all but their biggest customers, higher levels of customer dissatisfaction are occurring that can be exploited by smaller organizations. Small businesses have the ability to provide superior and personalized customer service and, when necessary, quick access to ownership and senior management who have a vested interest in satisfactory negotiations and problem solving. When this personal touch is combined with all the service elements (routinely available from larger organizations) and is enabled through deployment of an integrated technology platform, a powerful combination results that leads to competitive advantages over larger, more inflexible organizations. The timing has never been better for small business to fight back and recapture market share from large organizations. **Why not download our information technology scorecard to see just where you stand in terms of leveling *your* playing field.** [![Access Free IT Scorecard](https://no-cache.hubspot.com/cta/default/885654/8bd222da-4d6c-422c-92f3-5d4ba8006304.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/8bd222da-4d6c-422c-92f3-5d4ba8006304) Topics: [Business Transformation](https://info.digitolservices.com/blog/topic/business-transformation), [Inbound Marketing](https://info.digitolservices.com/blog/topic/inbound-marketing), [Information Technology](https://info.digitolservices.com/blog/topic/information-technology), [CRM](https://info.digitolservices.com/blog/topic/crm) ### Subscribe to Email Updates ## ![Digitol Logo](https://info.digitolservices.com/hs-fs/hubfs/EandS_Solutions/Blog_Images/DIGITOL_logo_HiRes.png?width=200&name=DIGITOL_logo_HiRes.png "Digitol Logo") Become a founding member of our Digital Business Transformation Service! Learn more with a no-obligation phone consultation. [![Learn More](https://no-cache.hubspot.com/cta/default/885654/cef2e462-845b-41a2-b17e-511743e2c14c.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/cef2e462-845b-41a2-b17e-511743e2c14c) ### The Office Products Trilogy ##### Free e-Books Authored by a 35-year executive veteran of the Office Products and Supplies industry and containing unique perspectives on the industry, the modern digital world, and roadmaps for independent office products resellers to set off down the path toward digital transformations. **Book 1** - *The Path to a Business Transformation* [![Free e-Book DIGITAL TRANSFORMATION Click Here for Access](https://no-cache.hubspot.com/cta/default/885654/e5cfbfc9-5025-45bf-aae4-8667e0394fdc.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/e5cfbfc9-5025-45bf-aae4-8667e0394fdc) **Book 2** - *Mergers & Acquisitions: A $20 Billion Growth Opportunity* [![Free e-Book MERGERS & ACQUISITIONS Click Here for Access](https://no-cache.hubspot.com/cta/default/885654/e492f60b-40c4-47ac-a016-98d7aed323f4.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/e492f60b-40c4-47ac-a016-98d7aed323f4) **Book 3** - *How the Industry has Failed the Resellers* [![Free e-Book INDUSTRY FAILS RESELLERS Click Here for Access](https://no-cache.hubspot.com/cta/default/885654/6050472f-7fae-4de4-b9f9-d25f0fc8be11.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/6050472f-7fae-4de4-b9f9-d25f0fc8be11) ### Calculating Returns ##### For your Digital Strategy The world has transformed from analog to digital. Digital equals data and most business operators don't like messing with data! **Check out our suite of Business Calculators!** - Break the problem down into manageable segments. - Interactive - experiment and watch the results. - Develop a better understanding of how to translate effort into results. **Essential business tools to help you manage your digital transformation!** [![Calculators Click Here](https://no-cache.hubspot.com/cta/default/885654/061e5699-fff0-4e75-a389-3429d133ef87.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/061e5699-fff0-4e75-a389-3429d133ef87) ### Business Projection Model Download our *FREE* proprietary business projection model. It's been built to demonstrate a path for growth and profit potential that can be achieved in the office products channel on the back of an integrated business platform suitable for the 21st-century digital environment! [![Financial Plan Modeling Platform Start Here](https://no-cache.hubspot.com/cta/default/885654/13deb993-4160-408a-b023-b55419f42867.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/13deb993-4160-408a-b023-b55419f42867) ### IT Scorecard Download our proprietary Information Technology worksheet. Select answers from pre-populated drop-downs and develop your own task list and priorities for implementing a fully integrated software platform. Once an integrated technology platform is established, then start to have some fun transforming your business, as you leverage technology alongside **your** personality in **your** market. [![Access Free IT Scorecard](https://no-cache.hubspot.com/cta/default/885654/8bd222da-4d6c-422c-92f3-5d4ba8006304.png)](https://cta-redirect.hubspot.com/cta/redirect/885654/8bd222da-4d6c-422c-92f3-5d4ba8006304) ### Posts by Topic - [Business Transformation (101)](https://info.digitolservices.com/blog/topic/business-transformation) - [Industry News (43)](https://info.digitolservices.com/blog/topic/industry-news) - [Web Traffic (37)](https://info.digitolservices.com/blog/topic/web-traffic) - [Small Business (30)](https://info.digitolservices.com/blog/topic/small-business) - [E-commerce (26)](https://info.digitolservices.com/blog/topic/e-commerce) - [Inbound Marketing (26)](https://info.digitolservices.com/blog/topic/inbound-marketing) - [Information Technology (26)](https://info.digitolservices.com/blog/topic/information-technology) - [Social Media (21)](https://info.digitolservices.com/blog/topic/social-media) - [Intellectual Property (16)](https://info.digitolservices.com/blog/topic/intellectual-property) - [Mergers & Acquisitions (11)](https://info.digitolservices.com/blog/topic/mergers-acquisitions) - [Business Planning (8)](https://info.digitolservices.com/blog/topic/business-planning) - [CRM (5)](https://info.digitolservices.com/blog/topic/crm) - [Big Data (4)](https://info.digitolservices.com/blog/topic/big-data) - [Channel Convergence (2)](https://info.digitolservices.com/blog/topic/channel-convergence) - [Operations Management (1)](https://info.digitolservices.com/blog/topic/operations-management) see all ### [Relevant Reading](http://blog.eandssolutions.com/blog/rss.xml) ### Free Tools - [Business Projection Model](https://info.eandssolutions.com/why-must-you-have-a-financial-plan) - [Business Transformation eBook](https://info.eandssolutions.com/building-blocks-for-restructuring-a-business-for-success) - [IT Scorecard](https://info.eandssolutions.com/it-platform-for-small-biz-to-compete-in-digital-world) ### Contact Us Executive & Strategic Solutions LLC P.O. Box 173 Nolensville, TN 37135 615.397.9291 [info@EandSsolutions.com](mailto:info@EandSsolutions.com?Subject=Tell%20Me%20More) - [Facebook](http://www.facebook.com/Executive-Strategic-Solutions-LLC-235034643185168/) - [Twitter](http://www.twitter.com/elliott_ian) - [LinkedIn](https://www.linkedin.com/company/2294480?trk=prof-exp-company-name) - [RSS](http://blog.eandssolutions.com/blog/rss.xml?__hstc=80192520.6f984a39ab1a039ffabf3ead1b211925.1473752357127.1473752357127.1473752357127.1&__hssc=80192520.12.1473752357127&__hsfp=438014461) © 2011-2026 Executive and Strategic Solutions LLC ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Ian M. 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