The key benefits of listening:

  1. What are the essential sections
  2. What custom fields to use to get more sales


The key actions:

  1. Set up your definition for a lead
  2. Define your custom fields for each section
  3. Reach out for help – I love this kind of stuff



Hello to The Build Live Give solo podcast episode number 217
If it is your first time welcome and if you love what you hear, please subscribe.
If you are a regular thanks for your support.
Let me know a topic you would like me to cover at [email protected]
Shout out to Jordan who inspired me to talk about today’s topic. Jordan is a valuable member of BLG Authority Machine. Find out more at In show notes. 
Please check out past shows on your favorite platform – search Build Live Give
Today’s topic is
How to get the best out of your sales CRM
You will learn

  1. The key sections of a sales CRM
  2. Tips under each

In solo episode 211 Titled Why you should use a Sales CRM, I covered why have one and how to pick one. 
If you were inspired to go and get one I would love to know what you went with.
If you already have one, in today’s episode I will give you some of my best tips on getting more out of it.
What sales CRM you have is less relevant. I have my favorites but ultimately any is better than none. 
I will cover the following sections

  • Leads
  • People
  • Company 

This is the basics. If you would like to know about deals, reporting, automation, and how to leverage a sales admin to help you with your sales CRM you can either wait for a future episode or reach out to me directly. 

The first point I would like to cover here is what determines a lead. There is no correct answer to this. The most important point is you and your team all agree to a definition and are consistent with it. 
We define a lead at Build Live Give in three ways

  • Potential sales call 
  • Potential expert to add value to our community 
  • Potential joint venture partner for one to many sales 

I would prefer to have more leads than not. Many of our leads come from Linkedin. I have a team member taking all the messages from Linkedin into the leads app. 
If you have questions on this, let me know. 
Now you have the definition lets quickly go through some of the key fields. Most good sales CRM will scrap the basics for you. A reason not to use spreadsheets. 

  • Ideal client criteria. We have six variables (multi-select field) which my team marks off for a potential client. If they don’t meet at least 3 they are unqualified straight away. 
  • Type of lead. As explained above
  • Value add sent. On Linkedin, we send videos helping them. We record which one so I know when I talk to them 
  • Description – some context to help me 
  • Source. We have 14 different source types so we can analysis it
  • Who referred. Tracks our affiliate program and makes it easy for me to start the conversation on the sales call.

If a lead is qualified, they are converted into a person. It is typically called a contact in many CRMs. This is the most important asset I have in my business. My network makes me successful but more importantly helps make my clients successful. 
I have 13.5K LinkedIn connections. Which is nice, but some I don’t know. I have 1820 people in my CRM which I know personally. 
Again some unique fields

  • Contact type. I have 11 different types. Eg past client. I can filter them and send new offers
  • Relationship to Paul. I have 8 different types. Eg mentor 
  • The source carries across from the leads and also the referrer 
  • How I met – some context as I get older 
  • Ideal client from leads
  • Expertise. I have 117 categories and can find you an expert in a matter of seconds. Essential to the value I add for my community 
  • Add to list. This integrates into Active Campaign. I can also say what list to put them on 
  • Personal summary. Notes I take during my calls. Person first business second
  • Life partner 
  • Childrens names and ages. Furry children in some cases
  • Sales call summary. I cover Ideal client Provide Value New clients Supports you Success In way Decisions ?s  
  • Value given. Core to what I do 
  • Potential podcast guest. 

As you see I customize it for me. If you would like to have it customized for you, please email me. 
Before we go into the companies section  
I would like to talk to you about Dubb – D U B B. It is an All-in-one sales & marketing video platform that helps to attract, convert, and retain more happy clients.
Stand out in someone’s inbox – be it email, slack or social media – by sending them videos
I save all the Dubb videos in the people file. 
Why not check it out for yourself. 
Go to 
This is automatically created when you add a person. Here are some additional fields I use:

  • The proposal and details
  • Details of any partnership eg referral terms 
  • Payment type
  • Payment due date 
  • Billing details including the person’s name for followup. Less for me as we are subscription-based but if you are dealing with statements incorporate very handy 

Three key actions from today

  1. Set up your definition for a lead
  2. Define your custom fields for each section 
  3. Reach out for help – I love this kind of stuff 

You can get all the links in the show notes at ep 217 or on the app you are listening to now. I recommend the Pocket Casts app. 
If you want to find and convert your ideal clients on Linkedin go to Build your authority on LinkedIn to watch a FREE 30min pre-recorded masterclass. 
Please connect and follow me on Linkedin.
If you know someone interested in getting the best out of their sales CRM – share this with them. 
If you have a topic you would like me to cover, email me at [email protected]
Please take action to build your business and lifestyle
And stay well 



Connect With Paul and Build Live Give

Thank You for Tuning In!
If you want to be seen in uncertain times and add value to your Ideal Client so you can build lasting relationships – go to Build your authority on LinkedIn to learn our three secrets