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Tim Walker: Hello everyone, this is Tim Walker, an editor with Hoover’s, and I’d like to welcome you once again to Small Business Focus. We’re joined as always by our small-business expert, Katy Ford. Today we’re talking about technology for small business. Technology that streamlines your small-business operations can be a godsend but with so many products out there, where do you even begin? So Katy, what did you find out when you researched what’s out there?

Katy Ford: Well, I found a wealth of really amazing software tools and gadgets on the market. But I also learned a thing or two about what you should be asking yourself before you make a single purchase.

Walker: Such as?

Ford: Well, for instance, how will this enhance my business or increase my profitability? If you can’t pinpoint a direct impact on your business, then it doesn’t matter how cool the latest gadget is. Walk away and save your money.

Walker: It’s amazing how many people skip those kinds of basic questions to themselves. So what else did you find?

Ford: Well, find out who makes the product and who supports it. The last thing you want to do is buy a product made by some little known manufacturer that won’t be around next year to offer upgrades or support. Speaking of support, find out what kind of assistance is available and how quickly they respond to repair requests.

Walker: And what about integration issues? What about how well the new technology integrates with what you already have in your office?

Ford: That’s a great point, Tim. If a program doesn’t speak to the other systems in your office, that can become a real headache. So be sure to ask about compatibility issues and while you’re at it, also ask about the total cost of the product. Oftentimes there are fees for installation, customization, training, and ongoing maintenance. Get a total purchase price upfront and get it in writing.

Walker: What else would you offer to us?

Ford: Find out what others in your line of work think about the technology. Just as you check references when you’re hiring help, talk to others who have used the technology. You’ll likely find some benefits and even some shortcomings that you’d never find on the product packaging.

Walker: So let’s get specific. What technology tools are specifically good for small businesses?

Ford: Well, when it comes to financial software, there are three programs I’d like to recommend. There’s QuickBooks by Intuit, Microsoft Accounting, and Peachtree by Sage. All of these software packages offer basic functionality for billing, tracking receivables, and reconciling. And you can generate instant snapshot reports to see where your company stands financially. Cougar Mountain is another option if you’re a retailer. It offers point-of-sale functions. But before you buy any financial software, I’d strongly recommend to talk to your CPA to determine which program best matches your needs.

Walker: What about contact management and marketing tools?

Ford: Well, there’s Microsoft Outlook, Act by Sage, and GoldMine by FrontRange Solutions. These programs can help you keep track of your customer as to whether it’s knowing their purchasing history or even their wedding anniversary. And then to boost email marketing campaigns, I’d recommend Constant Contact. This is a monthly service that enables you to create and send email newsletters, promotions, manage email lists, and then track click-through rates and a whole lot more.

Walker: Well, what other technology is ideal for small businesses?

Ford: Well, there are a lot of products on the market now that enable small businesses to enjoy the same functionality of a large company phone system without paying that large price. For instance, virtual phone systems. There’s GotVMail and ConnectMeVoice. Both of these enable customers to dial a toll-free or a local number that reaches you in your place no matter where you’re based.

Walker: What other features can you get with these virtual phone systems?

Ford: Well, just about anything you want. There’s multiple mailboxes and extensions, live call forwarding, dial by name directories, you name it.

Walker: Well that sounds great. Anything else a small-business owner should keep in mind when they’re looking at some of these technology packages?

Ford: Well, whatever solutions you are considering, think about its expandability as your company grows. And if you have multiple needs, for instance, if you need to add several work stations or automated systems all at once, consider hiring a technology consultant who can walk you through all your options and find the right tools for the job. They’ll save you a lot of trouble on the long run.

Walker: Sounds like good advice. Thanks, Katy.

Ford: You’re welcome.

Bjorklund: Thanks for listening to Small Business Focus with Hoover’s editor Tim Walker and small-business specialist Katy Ford.