James E. Hatch

Who are James E. Hatch?

James E. Hatch is a third-generation family business specialising in factory applications of coatings and treatments for timber. By partnering with a select group of approved timber suppliers, they’ve built a reputation for delivering exceptional quality and service. However, as the business grew, they faced increasing challenges in managing their sales pipeline effectively.

The challenge

For James E. Hatch, growth meant taking on more customers and handling an ever-growing volume of enquiries. The team struggled to track where leads were in the sales process—had samples been sent, quotes approved, or orders placed?

“Time management was a huge issue,” says Fraser, Sales Director. “We’d send out quotes and move on to the next task, often forgetting to follow up. Without a proper system, there were many lost leads that could have been converted into orders.”

This lack of organisation was costing the business significantly. Fraser estimates they were leaving £5,000–£10,000 on the table each month. At the same time, managing enquiries manually led to stress and wasted time searching through emails and spreadsheets to track details.

How a customised CRM helped

James E. Hatch knew they needed a better system to organise their sales process. While they trialled several well-known CRM platforms, none could adapt to the specific requirements of their sales pipeline. “We needed a system flexible enough to handle the unique steps in our process,” Fraser explains.

That’s when they turned to a tailored CRM solution designed to fit their business needs. Key features included:

• Custom Workflows: The system was built to mirror their sales pipeline, from enquiry to purchase order.
• Seamless Quote Management: Quotes were stored centrally, along with revisions, making it easy to trace all versions.
• Comprehensive Customer Tracking: The CRM tracked all communication, samples sent, and quotes issued, ensuring no detail was overlooked.

The difference it made

With the new CRM in place, James E. Hatch transformed how they managed their sales pipeline. “It’s a game-changer,” says Fraser. “Now, everything is at our fingertips—quotes, emails, and even customer call notes. It’s all there, instantly accessible.”

The system has also reduced the time spent on administrative tasks and follow-ups. “What used to take hours now takes minutes. We’ve eliminated the stress of searching for information,” Fraser adds.

More importantly, the CRM has led to measurable financial gains. By following up on leads they previously would have missed, the company has converted four to five additional orders each month, with values ranging from £900 to £3,000 per order.

Advice for others

For businesses unsure about investing in a CRM, Fraser offers this advice:
“Do your homework, and think about your sales pipeline. A tailored CRM that fits your processes can make all the difference. The time and money you’ll save are worth it.”

Looking ahead

James E. Hatch now has the tools to manage their growth confidently. With better visibility into their sales process and improved organisation, they’re not just meeting customer expectations—they’re exceeding them.

Is a custom CRM right for your business?
If you’re ready to take control of your sales pipeline like James E. Hatch, get in touch today to explore how a tailored CRM can work for you.