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Build a strong relationship with your customers using CRM

Relationship sale
Building relationships leads to a sale

Your sales processes are the steps you take from the first point of engagement with a new contact, building relationship with them, right through to receiving an order from them… and then importantly…maintaining that relationship with your customer so that when they are ready to order again, they will only think of you…

So let’s examine the relationship building step of this process in a little more detail… as this is one of the most important and valuable steps in your entire sales process.

We all like to treated well and your customers are no different. The better service they get from you, by being recognised when they call, remembering everything that is important to them and keeping them informed about your products and services on a timely basis all help in the relationship building process.

If we think about how we build relationships as… well… like starting a conversation. We can all enjoy a conversation with someone… however, if they try to sell to us too soon then we will probably will just turn off and close the conversation down.

So if we consider how we interact with people online it can be same. Our websites are like an online brochure, so if we try and take visitors to our website too quickly they will perceive this as selling and they might just turn off and go away…

Our communications might be a face to face conversation or on the phone however increasingly these communications are taking place online, by email or as social media interaction. So if we think about how we communicate with them online it is really just like having another conversation. All of these “conversations” should be considered as a valuable part of building relationship.

A customer might read something that you have posted in Linkedin, Google+, Twitter or Facebook and then either click to find out more information or make a comment on your post. Maybe they will be reading a something you have written on Facebook then click to read something you have posted on Google+.

Because you probably frame your posts in a different manner from one social media platform to the next they can continue a process of exploration. This gives the opportunity to establish a rapport and to build a level of credibility on a particular subject or… just help each other by providing some interesting and informative information.

This interaction with your customer is all a part of the “conversation” process. These all play a part in the process of building relationship.

An important factor to remember while having these “conversations” is to always keep a focus on the desired outcome, or if you like, having a conversation with intent. For you this is most likely about increasing your sales and ultimately your profitability. In the online context the ultimate outcome might be that they will eventually end up at your website and place an order.

Listening to what your contact is saying, whether the conversation is taking place online or in person, will give you a clue about how you can work together, what their requirements are and how you can help them. This whole engagement process should be all about having a conversation with purpose.

Just by listening to what they have to say and making a note in your CRM to jog your memory next time you speak, or adding them to your list to receive regular updates about your products and services will add value during the conversation process of developing a relationship.

As the relationship develops and grows so does the trust level… and as the trust level increases…. well… we all know, it is so much nicer to do business with someone that you know, like and trust.
Written by Bryce Anderson, read more about the author on Google+

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This is the cornerstone of your CRM – your connections, your contacts, your customers, your suppliers. It all revolves around the people you know and are connected with.

As you build and grow your relationships with your contacts you are able to develop a loyalty between you and your brand. This will directly translate into increased and improved business performance.

List all of your contacts and companies you do business with and link them together. Add log entries to record all your interactions.Wherever you are, you are always connected with your contacts, you can make any updates, record notes and access information or files.


Create and allocate tasks. These automatically sync with your calendars on any media device and set automatic reminders.You can assign a team member and a contact or a group of contacts to a task.

A collection of tasks, referred to as a case, is an ideal way to manage a project or a series of events that are required in your business. By sharing the case everyone associated with the project can monitor it’s progress. They will be able to see when the project is started, whether it’s ‘on track’, ‘overdue’ or ‘completed’.


Groups are like a saved of your contacts.

This is a really essential tool, by being able to categorise your contacts into different groups means that you are able to identify the contacts that you want to work with at any time.This might be because you want to visit all of your contacts in a specific postcode or town or you want to email a special offer to different types of contacts.


Having your documents in one place together with your CRM makes perfect sense. Our documents feature allows you to store and share files relating to a specific contact together the contact details.

Your sales team will always access the most up to date sales support material. There is no need to backup your documents any more as we take care of this automatically for you. You have reassurance and peace of mind when using our document feature because we use the same advanced security level when storing your documents as every else in Light Degree CRM.


At the heart of every business is the customer and it is imperative that they feel valued. They appreciate being kept up-to-date with the latest news, promotions, events, reminders or simply to stay in touch.

We can tailor make e-mail campaigns to suit your business. Reports and full campaign analytics are generated automatically. Preview messages, see who is opening them and what interests them so that you can send them further information. All templates are optimised for mobile devices for quality viewing.The campaign size can grow as your organisation does,with a strong emphasis on expanding your brand, it will give your business an amplified appearance of online presence.


Even when remote from the office you can have a complete overview of all event details. An accurate count enables you to manage marketing strategies and facilities. New events created will automatically appear on your website, enabling customers to register immediately. All registrations will instantaneously be added to your event and contact book.

Make sure your attendees and exhibitors have all the information they need. It’s simple to send message reminders of event details or any last minute changes. If you need to share documents, these can be uploaded ready for your event managers to download.


Each user can adjust their own settings, including setting up a social login (using Google or Linkedin) so they can just click and login with details they are already familiar with.
Admin users can manage other users, change the way the contact information is displayed and create custom fields or tags to categorise contacts.


Reporting gives you an overview of everything that is going on in your business. It helps you to focus on what is important rather than just getting lost in all of the detailed information you have in your CRM.

We offer an extensive range of reports to be sure that you can get the best information to manage and operate your business. We specialise in reporting on sales activity for individuals and teams.We even add another report every time you add tag (or custom field) to categorise your contacts. So you will always have the information that you need to build and increase your sales.


A great way to be remember to follow up on all of those quotes that you have prepared and given to customers and potential customers, is to enter these as opportunities into your CRM.

By adding them as opportunities you can check on the progress, right from the time you prepare the quote, through to when you receive an order or send an invoice to a customer. Once entered into the application you will be reminded as the date approaches, when you anticipate the order to arrive. This means that you can follow up with the customer if necessary to assist the process.You can add other potential quotes or opportunities to your list as you identify these so they will tracked and followed up as well.


A great way to work with other people or for using as a simple check list of things that need to be done. Track all tasks to be completed and see the overall progress of the project. A collection of tasks where you are collaborating with other team members like this is referred to as a ‘case’.
It can happen like this…
– You need to prepare a quote and need someone to prepare a drawing and someone else to get pricing from several suppliers first
– You are working on an event where several people have to complete different tasks to make it happen
– You need to advise a customer and have to call in expert advice first
– You are working on a project and everyone in the team needs to know where the others are up to and the progress overall