Navigating the Seas of CRM, A Get Started Guide for Small Brands

Welcome to Seaworthy – Your Compass for Growth in Sales and Marketing

At Seaworthy, we understand the turbulent waters of managing customer relationships and sales, especially for small food, beverage, skincare, and other CPG brands. Our goal is to help you get your ship together, making your business as seaworthy as possible. Let's dive into the dreaded topic of software and CRM (Customer Relationship Management) to explore how it can be your lifesaver in the vast ocean of sales.

Why You Need a CRM, More Than Just Keeping Afloat

Salespeople juggle customer orders and interactions differently – through notes, calendars, or an overflowing inbox. We don't see as many dashboards stuffed with notes as we used to, but we know you're out there, too. Often, CRM systems are under-utilized and seen as a pain-in-the-ass task rather than a vital tool. The likelihood of ignoring a CRM is even higher if your sales cycle is short.

Having a CRM is one of the best and most accessible tools you can have in your business. It can start with a simple spreadsheet, but as you grow to hire, and sales becomes less of your day-to-day, you need a way to really know what's happening in your sales efforts. It will give you so much insight that you can use to manage expectations and have a pulse on your market. You need to know if your customers are being served, and if your sales efforts are being spent wisely.

The Resistance and the Solution

Sales teams (and if you're a solo operator, this means you) frequently resist using a CRM due to perceived extra work, especially when sales goals aren't clear or achievable. This might resonate with you if you're making excuses. However, a CRM is not just another item on your to-do list; it's the backbone of a successful sales strategy, especially for thriving businesses like yours.

Setting Up Your First CRM and Charting the Course

Don't get lost in the sea of CRM options. Here's a straightforward approach to setting up a simple, effective CRM system specifically tailored for small businesses in the CPG world.

Getting Started with a Spreadsheet

Spreadsheets to manage your business are not ideal, but they can be a great place to start a CRM list. It gives you a very low barrier to entry spot to get all your information in one place, get organized, and use something you're familiar with and already know how to use, to just get started. Like any new habit or routine, it's all in the getting started, so don't complicate it with software comparisons, and analysis paralysis. On the flip side, if software is something you're really comfortable with, absolutely make your choice and get started there.

Begin with a basic spreadsheet. Here's how to lay the foundation:

1. Open a spreadsheet: Start simple. This will be your initial CRM.
2. Export sales reports: If you use accounting software, export your sales reports for a current vs. past comparison, and a complete list of current customers.
3. Manual entries: For those without accounting software, input customer data manually. This effort pays off by familiarizing you with your customer base.
4. Assign and summarize: Assign a salesperson to each account and summarize key information. If it's you, still make a column and add your name.
5. Keep track of interactions: Note the date and type of the last contact for each customer. One column for note, one for date of last contact.

This approach is not just about organizing data; it's about setting sail in the right direction, understanding your customers, and preparing for growth.

Next Steps in CRM Management and Steering Towards Success

Once your basic CRM structure is in place, it's time to think about the next steps. Here's how to use your CRM to navigate towards business growth effectively.

The Importance of 'Next Steps'

Focus on the 'Next Steps' column in your CRM. This is where the magic happens – where you plan how to move forward with each customer. Whether it's setting up a personal meeting or planning a new marketing campaign, this column should guide your actions.

An Example, for Clarity

Let's say you sell organic skincare products. After meeting with a current retailer, your CRM notes might read: "Discussed potential for expanding product set and adding three new SKUs to their shelves. Schedule follow-up with samples and pricing information." This clarity in next steps ensures that your sales team knows exactly what to do next, keeping your ship on course.

Seaworthy's Mission is Guiding You Through Uncharted Waters

Remember, sales can be simple, but it takes repetition, and work. Consistency, focused time, and attention are your best tools. At Seaworthy we're champions of systems that work for you, not just make work. Starting somewhere when you're making this change in your business, is all it takes to get the momentum you need. Grow and thrive in your business, with systems that work for you.

Ready to Set Sail?

Are you ready to take the helm with your customer list? Start with your top accounts and see how quickly things begin to change. If you need a navigator to guide you, Seaworthy is here. Book a day pass with us, and let's chart your course to success together.