What is a CRM? If that is your first question, we're glad you're here! A CRM is a Customer Relationship Management database. Most small business don't have any system in place to track, maintain and reach out to their customer base to achieve that "low hanging fruit" sales approach to sell again to a customer that has already made a purchase from you.
But there is so, so, so much more to it than that. It's not about having a list of customers that you know you can call to try and sell them something, it's about being able to develop and maintain your clients/customers in a way that makes them know that you care about them and have a relationship with them.
Imagine this scenario: You have three products that you sell, Widget 1, Widget 2 and Widget 3. You have 100 customers that have purchased Widgets. If you have no way of tracking information about your clients, you have no way of knowing who has purchased what Widget. Why does this matter? Well, let's say that you want to send marketing emails to your client base so that you can sell Widget 2. Do you send the list to everyone, even though maybe half of them have already purchased Widget 2? Then when the customers who get the email have already purchased Widget 2, they may not be inclined to keep receiving emails as they are not relevant anymore.
Tracking and maintaining your customer base to achieve the low-hanging fruit sales and better yet keep track of your clients so that you have a continually developing relationship is critical for a small business to succeed.
So now that you have a sneak peak (really, this is the tip of the iceberg) into what the world of CRM's and how they can achieve amazing customer experiences: