Community Relationship Management (CRM) is often casually disregarded as some quaint buzzword. When actually, it’s an effective marketing technique used to create a solid presence within the community. Community here, also refers to establishing a base of loyal, repeat customers.
The term CRM is sometimes interchanged for, ‘community relations.’ CRM is about managing and building customer relations within a defined demographic. Perhaps, you viewed community relationship management as something only affordable for large organizations and most certainly not for your septic pumping business. Well, as a matter of fact, that’s not true. So, before you write off CRM, let’s take a closer look at the benefits of building community relationships.
Business relationships feed off of repeated interactions with the community. These interactions follow an established pattern, which effectively makes your brand, a familiar and recognizable image. CRM is a way to integrate your septic pumping business into the social fabric of the local area.
Using CRM To Create Loyalty
Community Relationships Management is a way of getting attention using community interactions as a social platform. So, instead of trying to reach out to a targeted audience, interested potential customers actually find you through networking ties that you form in the community. CRM is an affordable and practical way to build a myriad of ties within the community, as your brand grows in recognition.
Becoming A Trusted Presence In The Community
For CRM to work as marketing method, you have to reach out to become involved in activities in the local area. Through volunteering at public events, sponsorship of local teams, becoming active at the local Chamber of Commerce and other civic organizations; it’s possible to gain some high exposure for your septic pumping business. CRM isn’t about donating money, it’s about becoming a visible presence as a brand in the community. Then in turn, this presence will allow your business to become a recognizable part of the larger social network.
The main goal of CRM, as the name suggests, is building relationships within the community. These relationships will foster organic growth for your business to expand into a larger structure using word of mouth advertising. So, instead of pouring countless dollars into an advertising campaign, with unknown results. You simply allow the ties that you form to grow the legs in the community. Whenever someone needs a septic system pumped, you’ve already established the trust, so that they’ll immediately think of your business.
Getting Started Using CRM
1. Think natural integration– don’t force your business presence into more commitments than you can honestly fulfill. Be true to your word, by honoring your commitments to each organization. Find out the most likely clubs happenings, public service events or local sporting activities where you can volunteer or sponsor that fit naturally with your business presence.
2. Follow through– if you agree to sponsor a local team or volunteer for an event, show up and actually make certain that your presence as a business is well represented. It takes more than handing out business cards, you have to commit to actually networking and talking to folks about the services that you offer.
3. Don’t forget to budget– Establish a budget for CRM and stick to it. As with anything worthwhile, there are associative costs of using CRM as a marketing method. You can expect expenses for things like luncheons, extra business cards, t-shirts giveaways and other related marketing materials. Do not forget to include funds for event entry fees and other registrations that may require paid memberships.
For CRM to work for your septic pumping business, you have to become a good partner in the community. Through participation, honoring commitments and being a visible presence at local events, people will recognize your business’ brand.
When it comes to realizing greater profits, it’s no accident, CRM works best if you’re willing to put in the necessary time to build relationships within the community. CRM is about more than advertising, it’s about becoming a visible, social brand in the community by establishing ties. Then watching your business grow exponentially as people recall your brand as a good neighborhood partner.