In 2001, a year after the dot com bubble burst, Michael launched a sales enablement consultancy. Starting a business just after the stock market took a major blow and the economy was struggling, provided to be more challenging than anticipated for him.

Even with his experience previously having run his family’s manufacturing business for years, along with a background in sales, Michael’s consulting business got off to a slow start.

If his sales team were able to get the right prospects on the phone or face-to-face, they were able to close new deals successfully. The challenge was filling the pipeline with enough new leads during a down economy.

That’s when Michael went to work on building a marketing engine that leveraged some practical core concepts, along with technology tools to automate the processes, to produce a predictable pipeline of leads.

Combining this new marketing engine with the sales enablement skill set he and his team developed, laid the foundation of Small Business Smarts framework. Now, Michael and the team at truDemand, have made it their passion and purpose to help other business owners, and those who want to start a business, achieve success by unleashing the profits that are hidden in their business through Small Business Smarts framework, coaching, and online training programs.