In the pool and spa industry, promotion has consistently centred on delivering fun and family togetherness. Over the years, this marketing approach has prompted many consumers to purchase swimming pools and hot tubs for their homes, looking for those very payoffs. However, today’s economic and social climate suggests buying behaviours are shifting. While consumers still place a strong focus on … Read More
Value-Based Selling
A customer enters a pool store with an electrolytic chlorine generator (ECG) cell that is scaled beyond repair. If the customer wants to continue enjoying his/her saltwater pool, the cell would need to be replaced and a better quality pool salt with scale preventatives should be recommended. However, due to fear the customer might balk at the cell’s replacement cost, … Read More
How to Get the Appointment
When a homeowner makes their first call to a pool/spa builder or service company, they are looking for the expert help only a trained professional can provide. Unfortunately, many of these potential customers, who are often eager to spend money on whatever they need to make their backyard getaways perfect, are met with silence. Calls are not answered. Voicemails are … Read More
The Ins and Outs of Job Costing
For many in the pool and spa business, money is looked upon as a taboo topic not to be openly discussed. It is true that in any form of business, competitors are restricted by laws from getting specific when discussing pricing, overhead and profit margins with one another. However, understanding these factors in broad, general terms (which are legally discussable) … Read More