So, What Can Sports Teach Us About CRM?
Whether you’re a sports fan or not, you probably weren’t aware that sports can teach us about CRM (Customer Relationship Management). In fact, many of the principles that apply to a competitive sport can be applied to CRM.
There are many sporting analogies that will help teach us about CRM. These should help the individuals within your organisation to understand the concept more effectively.
Selecting the right customers
Imagine you’re running a football team: You need to select the best possible player for each position. Similarly, in business, you need to work out which customers can help you achieve your sales goal.
You might find that you have different ideal customers for different aspects of your business. So, instead of identifying the ideal footballer for the competition, you need to select the ideal customer for your sales objectives. You might scout that player and even meet with them to ensure they’re a good fit.
Now, imagine you’ve found the ideal player, but there are other teams interested in the same player. You need to attract them with various benefits, including an attractive salary, a great stadium, a great set of teammates, bonuses etc.
The same principle applies in business. To attract the ideal customer, you need to offer them benefits that the competition just can’t replicate.
This analogy works well to teach us about CRM.
You’ve found the ideal player for your football team and you’ve managed to sign them up.
But what now? How do you ensure that your player performs to the best of their ability and gives everything for the team?
As their coach or manager, you need to strike up a rapport with that player. But this takes time, and it’s something that needs to come from a place of sincerity.
The same principle of relationship building applies to CRM. You won’t get the best out of your customers (persuading them to buy from you and remain loyal) if you can’t develop a meaningful relationship. Just like a footballer, a customer may not immediately buy into what you’re doing.
You need to cultivate trust and respect. Simply pressuring your customer into buying from you won’t work. Your customer needs to trust that you have their best interests at heart. After putting in time and effort, you should manage to develop a relationship of trust and respect with one of your star players.
Remember that football is a team sport, and you have to do this with all of your players. This requires time management, organisation and delegation. Managing customers is very similar to managing the players in a football team. You need to juggle a great deal of information about each of your customer’s preferences, demands and requirements.
You also need to remember key dates, such as birthdays and wedding anniversaries. Nothing instils trust and respect like a genuine relationship that transcends the workplace. Think of your customers as your football team. Yes, you need them as a team in order to win trophies, but they must all be treated as individuals if you want them to perform to the best of their ability.
Let’s Recap On What Sports Can Teach Us About CRM
- Choose the best customers for your business
- Attract customers with competitive offers
- Build relationships with your customers
- Treat your customers as individuals and reap the benefits of a large, loyal customer base