10
Florida Pool Pro
sm
• February 2015
What do youmean “That is too expensive”?
By Chuck Schilling, Team Horner /
When you work in the swimming pool business, or any other business that
deals with consumer goods and services, these words are probably words you
hear all too often. “That’s too expensive…” I know I hear them frequently myself.
Let me translate for you what I interpret this as meaning.
What this really means is that we haven’t shown and explained to the
consumer the value of the service, product or processes we are selling. Shame
on us! Without differentiating ourselves, our products and our services from
the masses, we become a commodity that is easily shopped or overlooked as
being the authority in our areas of expertise.
How do we begin to differentiate ourselves and why is this important? Let’s
start with why it is important. People will typically pay more money for something
they want as compared to something they need. We all do this. Does that
homeowner want to buy a new pool pump or filter? No, but when it breaks do
they need to buy one? Yes, and they are not too excited they have to buy that
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