- Gregor, you said the title is wrong, what alternative title would you give to this book and why? Who is the best audience for this book, students, researchers, vendors or end-users?
Making CRM work for craftsmen and engineers
Craftsmen and engineers who struggle with taking off in their marketing efforts. Typically they know how to work with their materials and machines, but not how to treat theri future buyers.
- The author suggests: “Everyone who is looking for a technical guide to implement a digital CRM in their company, please do not buy this book!” Is it serious that the book is not useful for newby?
I agree. This is not a technical guide. This book is an invitation into the marketing workshop, with a lot of hints on how to make CRM work, without hiding many dirty and messy details that are always present in real marketing and sales. It’s neither a theoretical book, nor is it a step-by-step guide for dummies.
- What part has impressed you the most or brought you the greater value?
The style of writing is sincere, it’s not a professor’s high view, neither is the book made for people who don’t know anything.
The book is best suited for serious and sincere craftsmen or engineers, who are experts in their field, but struggle to bring on more customers because they lack time and practical knowledge. Most CRM books miss where this book hits the bull’s eye for this audience.
- Do you think just a piece of software may really affect a company’s impact in the market or CRM fever is nowadays more a vogue?
The software can be extremely helpful, but if used properly. Just like any other tool. An idiot with a tool is still an idiot. Whereas a craftsman with a good tool can be an artist. Software may elevate experts to marketing and sales heaven, but not on its own. Knowledge, skill and conditions need to be right.
- What part of the success of a CRM adoption is tech and what part depends by logic and strategy, then from the management perspective?
80% is logic and strategy. 20% is tech. But proper work still is 150%.
- What do you feel you may suggest to readers who approach a CRM for the first time and have to operate a choice?
CRM is an accelerator, not a creator.
Ask yourself first: what can I create? If you are confident that you are a creator (craftsman or engineer) then go for this book. Or even better. Call Antonio. Take it straight from his mouth.
- What would be in your opinion the best benefit of reading this book?
Increased sales on the basis of the AHA moment of why you first need to “get-it” and then “make-it-happen”.
Gregor Cuzak is a world recognised crisis management consultant in the healthcare industry