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How using a CRM application can help me to work “on my business” rather than just “in my business”

How using a CRM application can help me to work “on my business” rather than just “in my business”

It’s very easy to get carried away with everything that needs to be done in business and sometimes lose sight of what we first set out to achieve when starting the business in the first place.

In the great business book, the E-Myth Revisited, Michael E Gerber talks about the three types of people needed to run a successful business.

  • The Entrepreneur
  • The Technician
  • The Manager

Most people who start out in business fit into the Technician category, they have probably been good at what they do and have decided one day that it’s time to start their own business rather than just let someone else get all of the rewards from their efforts.

That’s great but running a successful long term business requires much more than just be able to produce or do something, even if it can be done very well. It also requires a mix of the mindset and skills that the Entrepreneur and Manager type of personalities can bring to the mix.

There are so many components that need to be addressed and attended to, to ensure the business has every chance of ongoing success. The key elements of running a successful business include:

  1. Purpose
  2. USP’s
  3. Branding
  4. Marketing
  5. Finances
  6. Sales Strategy
  7. Processes
  8. Goals


So let’s look at the Processes required, because this is where a really good CRM can make all of the difference…

Firstly, by defining the sales processes that work for your business and including these in your CRM, you can be sure that your sales will be maximised. Importantly, this will mean that you can train new members into your team who are able to follow the steps or processes you have defined. They will be able to sell without “selling”.

Secondly, a good CRM should work with your accounting system so that you keep all of your records updated automatically. This will mean that you are able to track the progress of your business and improve on what “works” and really develop your business.

Serving the Customer

Only with the right systems in place, are you able to take an oversight of your business, rather than just having to concentrate on “getting things done” or producing something. You can start to see each customer as an opportunity to serve, rather than as a distraction from the work you have to get completed. With systems in place you can concentrate on your business and trust in the processes you have put in place to take care of the work that needs to be done.

Read more about using a CRM for FREE

Thanks to:
The E-Myth Revisited: Michael E Gerber
Example Business Components: John Kettley from The Sales Masters Guild

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