[Marketing How To] Finding Common Ground

Customer relationship marketing (CRM) is the art of establishing a relationship with your customer in order to gain their respect, trust and, as a result, investment in your products and services. Although it sounds simple in theory, this business tactic is invaluable and often undermined by professionals in various industries. Promotional collateral pieces and advertising plans prove highly effective, but when it comes down to the wire, the relationship you have with a customer on a face-to-face level can make or break your sales records.

Consider this: Before you make a sale, whether a pest prevention treatment or a house-call consultation, you have to gain a decent amount of trust from a client. It’s likely that a new customer will remain a long-term customer if he or she feels a personal connection to you. Understanding CRM can help you reach this goal and, over time, boost your business.

CRM allows you to keep existing customers for a long-term period; the better the relationship you have with them (through outstanding service, understanding, personable manners and quality of service) the more likely they are to stay with you and your firm. In fact, having a solid relationship with an existing customer can also lead you to new clients. A happy customer will tell their friends about you. These friends will invest in your services and increase your sales. CRM is the management of interactions with customers, mainly through these sales.

What is CRM? CRM is all about lead generation. The key to understanding and executing practical and effective customer relationship marketing practices begins with establishing common ground with the consumer. Before you begin the process of making a sale, it’s important to focus on selling yourself. What do you have in common with the individual you’re approaching? Make small talk. Smile. Engage in a light-hearted conversation. Compliment their home or yard. Once you make a sale, be sure to continue this stream of friendliness and personal interest on subsequent visits with your new customer. Yes, you are there to conduct business and perform a service, so don’t get too familiar, but remember you may be the only person your customer has seen all day, so if they wish to talk a little, talk — a little.

It’s no surprise that people are more likely to invest in additional services thereafter. If a customer feels comfortable with you and respects you, he or she inevitably will feel more inclined to buy additional services from you. A routine termite inspection can turn into a full-fledged pest prevention schedule of monthly visits.

Small acts of attentiveness can go a long way. Once you meet with a potential new customer, jot down some notes on the services he might be interested in, plus personal details you learned about him. How many children does the potential client have? Does he have a particular hobby? Are you both supporters of a sports team? Keep these notes handy when approaching this potential client in the near future. Knowing these personal details shows your interest in his livelihood and tells the client that you’re not just interested in making a sale.

The next day, follow up with a thank you note. This proves your courteousness and strong belief in the services you provide. Follow up once more with a phone call. Engage in banter regarding the personal notes you took. Then, ask the potential client if he has had the chance to consider investing in your services. Even if he says he hasn’t, you’ve just reminded him to do so again. Whether you get an immediate “yes” or have to remain persistent for some time, your friendly attitude and familiarity will help solidify the final sale.

CRM will help your company grow, both in size and income, all through cultivating and enhancing the relationship you have with a customer.

The author is an account supervisor at Massey Communications, an Orlando-based agency. Massey Communications is an affiliate of Massey Services. E-mail her at cwarren@giemedia.com.