I’m a small business owner who, for the most part, works with other small companies. Despite our micro size, we love our tools and technology just like our bigger biz counterparts. But when it comes to a customer relationship management (CRM) system, these tools aren’t at the top of our must-have list.

When I think back to my Corporate America days, I’m reminded of at least three big CRM initiatives that my former employers took on. I remember the big bucks they spent, the copious how-to-use guidelines and people who were supposed to actively use the CRM who didn’t. Or didn’t use it correctly.

My world is a lot smaller these days, thankfully, and my need to capture tons of data about each prospect and client doesn’t require a CRM.

CRM-Like Options for Small Businesses

Here’s what I use in place of a CRM to keep a focus on my small business’ VIP contacts, strategic outreach and key activities:

• Use LinkedIn as a CRM. I do a lot of outreach to prospects on LinkedIn and routinely go there to be reminded of when I last DM’d someone and their response. Once we’re connected, I can search LinkedIn for their email address and phone number, unless they skipped filling those fields out. I’m also able to see what they post and like on LinkedIn, which gives me ideas on what to say to them in my outreach.
• Take detailed notes. I keep notes on conversations I have with prospects. Most are handwritten, but sometimes I type them up. I continue to take notes throughout my prospecting process and log certain discussions with clients, too. Being reminded of what we talk about is important when it’s time to work on a proposal or the next piece of content I promised to write for a client.
• File inbound and outbound emails. This is a habit I started back in Corporate America and have stuck with ever since. I create specific folders in Gmail for all my contacts and topics like finance, marketing, etc. Though I don’t love Gmail’s functionality — there are so many features I’d love to have there — these folders are essential. I search for details on conversations and commitments (who owes each other what) and to move messages out of my bloated email inbox.
• Add outreach reminders to my calendar. I use a day planner, but all my meetings and most of my must-dos have to be on Google calendar for me to not miss them. If I need to follow up with a person three weeks out, I create a five-minute “event.” (I like those better than a “reminder.”) When I check my calendar each day, I’m reminded of follow-ups I should do.
• Include outreach on my to-do list. Each Monday morning, I write out my to-dos for the next week, including client deadlines and proposal follow-ups. As the week goes by, I get the satisfaction of crossing things out. Sometimes I don’t complete every task and they’re waiting for me the following Monday. So I carry them over to the new to-do list and highlight them in yellow for extra attention.

Marketing Mentor’s Ilise Benun and I share our opinions on CRMs for small business on her podcast.

Talking CRMs with My Marketing Mentor

Last week, I joined Marketing Mentor’s Ilise Benun (she’s also my business coach) on her podcast to talk about CRMs for small businesses. Despite her oh-so SEO-smart episode title, The Best CRM for Copywriters, Designers & Other Creative Professionals, Ilise is of the same mind about CRMs: Most small businesses don’t need one.

Check out our Marketing Mentor episode and let me know what you think of our short chat. As I say on the podcast, how you do anything is how you do everything, so …

• If having the structure of a CRM sings to your soul, use one. (Here’s an article I found that may inform your selection process.)
• If you prefer a lower-tech option, optimize your note-taking, to-do lists and your LinkedIn and email accounts for their CRMesque features.