Community involvement is an area that PROs should not overlook. In today’s world, social media and the internet can easily become the sole means of reaching existing and potential customers. Face-to-face interaction and involvement in your local community is a necessary tool in building strong customer relationships.
Both questions this month pertain to the local community. The first deals with becoming actively involved with various groups in your area while the second asks for suggestions when the community asks for donations of your equipment.
QUESTION: Our company needs to get out there and to become more involved with potential customers through various groups or organizations in our area. What suggestions would you offer to begin this process?
ANSWER: The expression “understanding the problem is half the solution” is extremely pertinent in this situation. Building customer relationships is a key component in the success of any business. Face-to-face interaction is much stronger than communicating through social media or via telephone. The potential customer sees you as a person and not an abstract object via technology. You may have common interests, backgrounds or even common friends. You may be able to help their company or organization through your industry knowledge.
With any of these groups or organizations, we highly recommend you be active and involved as opposed to in name only, as face-to-face interaction is your goal. Here are some suggested groups you may join:
THE CHAMBER OF COMMERCE
The goal of these organizations is to promote and to support local business opportunities. Becoming an active member of the local chamber provides a PRO with the ability to meet other business decision-makers face to face as well as to be identified as a member of the community for future referrals.
Chamber members work with chamber members and from our experience, it’s more than likely you will be the only PRO member. By being involved, you become the go-to for portable restroom rental at special events and construction projects. You are also eligible to attend workshops, training sessions and trade shows on a variety of topics that can further improve your business operation. Member discounts are generally available for certain goods and services your company may utilize. Chamber directories will also publicize your company as the resource for portable sanitation for all members, many who you may have yet to meet.
Some PROs will join another area chamber if they have the personnel and the time to be actively involved in each group.
LOCAL HOMEBUILDER ASSOCIATIONS
The National Association of Home Builders is an organization of craftsmen involved in all aspects of home construction. NAHB offers education, advocacy and programs on a nationwide basis. Our recommendation is to consider joining the local branch of NAHB or an independent local association of homebuilders. Here you will interact with builders, suppliers and developers that work in your area. Networking here will enhance contacts for future business. Our industry is usually under-represented in these organizations so your involvement can help to educate other trades about the need, the regulations and the operation of our industry.
LOCAL BUSINESS ASSOCIATIONS
Similar to the chamber of commerce, but these associations target business support, growth and expansion. More than likely you would encounter developers, builders and local trade companies in these groups. Again, get involved to educate and to promote our industry. Being seen as a resource further develops these business relationships.
SPECIAL EVENT PLANNING ORGANIZATIONS
Event planners are in constant need of current information. New ideas, products and trends can be shared through event-planning groups or organizations. Wedding planners produce bridal shows where members and exhibitors share valuable information. In recent years, portable restroom trailers have been popular additions to these shows. Educating these planners and having the products that they can rent builds strong long-term relationships in this important special event market.
RENTAL ASSOCIATIONS
The largest organization in this area is the American Rental Association, which encompasses both event rental equipment and construction rental equipment. From tent rental companies to fence and barricade companies to rental of various sizes of construction equipment, PROs have many potential customers to meet and to form business relationships. As with the homebuilder associations, finding local ARA chapters or other local rental groups will be beneficial to your company.
EMPLOYEE SUPPORTED ORGANIZATIONS OR GROUPS
An employee benefit could include support of an organization or group that the employee is actively involved with. Examples include church groups, local PTA, community groups, neighborhood associations and an overwhelming number of worthwhile charities from A to Z — American Cancer Society to YMCA and every letter in between. Supporting an employee’s favorite group benefits the employee, sets a nice example for the organization, and could lead to future business through fellow members.
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QUESTION: Special events represent almost 30% of our business, and many of those organizations ask for donations for their events. We want to be strong supporters of causes in our local community, but we can’t donate every time that we are asked. Do you have any suggestions as to how to handle donations of products and services and how to tactfully explain this to customers?
ANSWER: Through the years, several PROs have shared their experiences, and we developed a process that you may want to consider.
One of the frustrations we had in the early days of our business was reaching the point where we said, “No more donations this year,” and then having a worthwhile charitable event call us asking for a donation.
Finally, with the input from other PROs, we developed a donation process for our company. We notified all customers that requested donations in the past that all requests for the upcoming year needed to be made in writing by Dec. 3 to be evaluated and scheduled. The customer was encouraged to describe the advertising, publicity or benefits that we would receive in exchange for the donation. We decided on the list of donations for the entire year by Jan. 31 and notified all of the parties involved.
This process allowed us to allocate the amount of total donations we could afford, to schedule these events, and to answer requests for donations that came in during the rest of the year. Our annual donation plan was generally accepted by customers as they had yearly plans to adhere to for their organizations as well.
When we could not afford to donate equipment or when donation requests didn’t meet our deadline, we could work to offer some help where possible in some circumstances. For example, an event that contacted us after our donation plan was completed was coordinated by one of our larger construction customers. We explained the process for donations to them and then offered to add hand sanitizers in each of the 10 units at no charge. This effort showed concern on our part and the customer appreciated our effort to help their cause.
As inflation and our economy impact our businesses, we need to constantly monitor our financial position. Plan for donations based on your financials and encourage new customers who request donations during the year to use your company for their event this year and to apply for a donation next year. Donations are a great benefit to others if they do not harm your company’s ability to continue to do business.
