I have recently noticed that I spend a whole lot of time sharing tips and techniques can help with the retail end of a product life cycle. There is much more to the pool industry than just retail, however, and today I would like to spend a few minutes talking about techniques that can just as easily be applied to Builder's and Service Companies as they can to Retail stores.
I would like to help you build your sales from the ground up.
From the moment a home owner decides they might like to have a pool someday, there is a large sum of money on the table, just waiting for you to come and take it away - leaving a nice, shiny new pool-owner lifestyle in its stead.
There is a long and involved process that takes place when a pool is being built. A home owner asks themselves a whole list of questions -
- What kind of pool do I want?
- How big should it be?
- What features should it have?
- What do I want to do in it?
- What equipment will I need?
- How expensive is it going to be - to build, maintain, and enjoy?
- Who is going to take care of it?
A pool professional is required to help answer these questions and most prospective pool owners are going to be searching a variety of sources to find a comprehensive answer. Builder's, service professionals, retailers - all potential sources of information. No matter what corner of the industry you inhabit, if you can offer answers that will make people happy, comfortable and safe, you will be wooing a lifetime client.
My big tip of the day is to offer a full meal deal. In our busy world of "I want it all" and "I want it now" you need to be able to capture a client's attention and hold it. The internet offers a very enticing distraction from reality. I am sure you have had a client or two come to you begging for help after ordering something online but still needing your expertise. If you create a package custom made to their needs and demands, they will have absolutely no reason to look elsewhere.
In this day and age there are not too many pool builder's left who wouldn't welcome a few extra dollars at the tail end of their invoice either. If you are going to dig a hole and put a pool in it, it makes sense to fill that hole with as many profitable items as you can. This will make you more money, and leave behind a very satisfied customer.
This rule doesn't just apply to Builder's either. Service companies can increase their sales by offering new services and more products that will help a pool owner enjoy their pool. If you're going to be there working for $100, why wouldn't you want to add a new product to their pool that will add on an extra $10, $15 or $25 dollars? And if you pick the right products for each of your clients, they will hand over the extra cash with a hearty "thank you, sir!" and a handshake.
It is the same with Retailer's and add-ons or up-sells. If a client is in your store, there is no reason for them to leave with only one item - or worse, empty handed! They are there for a reason, all you need to do is expand their horizons.
How do you build your sales?
Comments
I would just like to let you know that I sent this post out as an email to my Retailers / Service / Builder weekly email list last week, and I got a great reply from a service company. He was concerned that my advice encouraged reckless sales, so I thought I would emphasize the importance of ONLY offering solutions to your clients that will help them enjoy their pool more. As the professional, you need to educate your clients on what is going to make life better for them. Only when you sell for the best intentions of your market will you ever be truly profitable.
What are your throughts?