In my last post, I talked about focusing on Green products and capitalizing on their “hot” reputation.
When you think of the pool industry in the media right now, what is the first thing that you can think ofthat is being talked about?
For me, it is without a doubt safety. All types of media outlets are ranting and raving about the VGB andchildren drowning and harmful chemicals in pool water. Sounds prettysevere, don't you think?
But, you can use even these negative outlooks to your advantage.
Pool safety has become somewhat notorious lately, and I think it started mainly with the VirginiaGraeme-Baker tragedy. With the introduction of the VGB Act pool usershave all of a sudden decided to sit up and take notice. Safety hasalways been a concern, of course, but now it is a worthy publicissue. Something to talk about that is, dare I say it, politicallycharged?
So, how to play this to your advantage without sounding completely heartless and capitalistic?
Social Consciousness. Everyone wants to feel like they are doing the “right thing”, the sociallyacceptable thing. Not to mention the safe thing. Hot topic or not,people want a safe swimming pool. Think back to that last mom you hadin your store who was looking at a new product. What was the firstthing she asked? “Is it safe? I have kids.” Safety first!
If you care about your bottom line, you are going to ensure that your customers are getting the safestproducts available, if for no other reason than simply to protectyour own behind. But if you care about your customers, which I knowyou do, that you are going to want to sell them the safest productsavailable because they are the best.
You may have specific safety products: fences, safety covers, alarms, etc.
But that doesn't mean you can't attribute “safety” to many other products you carry. Talk it up!If you sell Ecosavr and Heatsavr you can show your customers that themanufacturer offers over 20 years of proven safety tests. I am sureyou can find many other manufacturers who have similar data. Offerit. Or at least talk about it!
You need to be careful that by showing one products as “safe” you aren't implying that another is“unsafe”, unless of course you purposely don't carry that productbecause it is not proven to be safe. But that doesn't mean you can'teducate your clientele on the benefits of product lines that mightincrease the safety of their pool areas.
When a new product comes in, make sure you advertise why your customers should be buying it, and it may justbe a great idea to highlight in big, bold lettering its safetyfeatures.
To sum it all up: play up safety. It is a BIG BIG BIG BIG selling feature.
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