Florida Pool Pro
sm
• February 2015
11
new item. Now compare to this scenario, when they see that flashy new cell
phone or car coming out, do they need it? Probably not but we see over and
over again people waiting in lines for days or paying a premium over sticker price
to get things they want. So now how do we create a want and a buzz about the
products and services we provide?
Start with thinking about how we conduct our sales presentations. When the
customer’s equipment breaks do we just quote the closest replacement because
we are in a hurry or are we offering the newest technology as well? This would
be the best time to let them know about more convenient, cost-saving and flashy
items that are available such as color lighting, variable-speed pumps, high-
efficiency heat pumps, salt systems and electronic control systems. Create the
desire in the customer and see where it leads.
Customers need to know what your company’s credentials are - that you
are licensed and insured. Let them know all of your certifications as well as the
variety of work your company performs. Boast about your safety record and
give references from other satisfied customers. Show them your affiliation with
professional trade organizations like the FSPA.
Constantly market the products and services your company can provide. If you
are sending out an invoice or a statement, make sure that you add a pamphlet,
flyer or brochure showing the customer something you can do for them to help
them enjoy that backyard getaway they have. They should know everything
your company can do for them and hopefully they tell their friends as well. Let
them know how your company will handle service calls and warranty issues
that arise. Most likely this information will not be passed along as clearly by the
low-priced company or big box stores.
Will these things alone make all of your customers forget price and buy
everything you are selling? Maybe not, but it will surely help them understand
what value you and your company bring to the relationship. It will let them know
that you are a true professional and you are worth the extra.
Think about this, if you aren’t already doing these things to promote your
company, who will?
