Business Sustainability: How Do I Make Them Understand?

I bet even the Duck Dynasty boys have one…ahhhh, maybe not. But you know what they do, right? They make duck calls and sell them to stores and on the net.

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trish
To manufacture and provide innovative maintenance products that solve HVAC problems.

Every company, large or small, should have an easily understood, published Mission Statement. I bet even the Duck Dynasty boys have one…ahhhh, maybe not. But you know what they do, right? They make duck calls and sell them to stores and on the net.

Being Chamber Of Commerce members, we actively participate in events and are becoming well known in the county. However, during practically every meeting I have to stand and give a brief description of what CRT does.

I have phrased it many different ways. I’ve emphasized various words such as manufacturer. I have even been so rash as to come right out and say, “We don’t clean or repair air conditioners. We make products that other companies use to clean or repair air conditioning systems.”

Most don’t understand. They think we “fix” them, or we make filters, or there is something mysterious going on here. They just don’t understand.

But I understand why we’re here and what we do, and why our products are needed. And I understand that We have to be understood by our community and by our clients.

But how do I make them understand? How do you understand our company? Why do you buy from CRT and what is it we “do” for you?

Patricia Burkhart is the executive director of Controlled Release Technologies, Inc., a research, development and manufacturing firm based in Shelby, North Carolina.  CRT is an IFMA CSP, EnergyStar Partner and manufacturer of independently-certified Green products for HVAC maintenance. Since 1986, CRT has been creating leading edge HVAC maintenance products that have become industry standards, used in thousands of commercial buildings world-wide. CRT employees are members of BOMA, ASHRAE, ASHE and the American Chemical Society. www.cleanac.com (800) 766-9057.

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