It’s important for pool businesses to keep up with the times and stay on top of trends – and even pool and spa dealers that have stood the test of time are no exception to this.
We live in a fast-paced “Amazon age,” and it’s never been more difficult for dealers to stay relevant to home, pool and spa owners. The internet has given customers endless distractions, product options and ways to buy online.
By making a few adjustments for 2019, pool businesses can remain ahead of the curve and stand out from the competition.
Here are five ways you can keep your pool business up to date while improving sales in 2019:
1. Offer Exciting and Innovative Technologies
Just like every other industry, the pool industry is seeing rapid advances in technology all the time. If you want your business to stay competitive in the long run, it is crucial to embrace proven, innovative technologies that enhance the pool ownership experience. AOP technology for pool sanitation, variable speed pumps and pool automation systems are great examples of products that offer both convenience and superior quality, while also generating excitement from customers.
In today’s world, practically every demographic is taking advantage of technology in some way, and by offering the most advanced technologies in your industry you can be sure you aren’t missing out on any sales by not adapting to the times.
2. Selling Value Over Price
Trying to attract customers by offering the lowest prices can be problematic for many reasons. First of all, customers looking for only the cheapest product will lose interest in whatever you’re selling as soon as a better deal comes along. In addition, lower prices drive potential customers to make the assumption that your products are inferior quality – as implied by the saying, “you get what you pay for.”
In order to attract a customer of a higher caliber, who is more likely to make bigger purchases and not simply take the cheapest option available, you need to offer value. By showing customers how your product will improve their quality of life, give them a better experience and make them happier. Selling value requires you to show that you are not trying to take their money, but rather offering them something meaningful.
Selling value can be achieved in many ways. For one thing, offering quality products and services that you stand behind. Customer testimonials, scientific case study data and product reviews are great ways to prove that your customers will be satisfied with their purchase in the end.
Free trials and guarantees are other useful ways to show that you are confident your customers will be happy with what you’re selling. In the end, you want the customer to come away feeling like they got the most for their money, and not necessarily that they got the cheapest deal. Selling value rather than price will give your pool business an opportunity to offer something meaningful to your customer – and the increasing your profit margins won’t hurt either.
3. Make an Online Presence
A modern company needs to have an online presence in order to be seen as credible. When people do a Google search of a product they are looking for, you want your business to be one of the first top results they see through good Search Engine Optimization (SEO) practices. Maintaining good SEO practices will increase public awareness of your business and make it more accessible to your customers in both the busy summer and the slower cold seasons.
Essentially, SEO is a ranking of your pool business website’s relevance, significance and authority on the internet. Search engines like Google are trying to match the searcher with the best result. This means that the top links Google displays must – at least – contain clear and valuable content with keywords relevant to the searcher’s query.
For example, say a homeowner in California is looking to building a pool and start the process by searching, “pool designs for backyards.” Once they know the type of pool they want, they’ll search a more informed question like, “cost of building a pool.” Finally, they will be ready to take action and search, “san diego pool builders.” A pool builder will want to have website content with keywords that will capture these search queries.
A solid website and social media presence can go a long way in getting the word out about your brand and improving sales. Google wants to see that your website is living and breathing, so writing a blog and keeping it active or creating an online showroom can big difference in enhancing your online visibility.
Back to our example, a California pool builder can gain the homeowner’s attention by:
- Showcasing its best designs in a blog titled, “15 Breathtaking Pool Designs for Your Backyard.”
- Explaining the pool building process in a blog called, “How Much Does it Cost to Build a Swimming Pool in California?”
- Making a location webpage titled, “San Diego Pool Builders You Can Trust.”
By utilizing the magic of the internet, a bit of time and effort can pay off significantly in the long run.
Customers today expect businesses to tailor their offerings specifically to the individual. They don’t want to read over generalized emails and advertisements that don’t apply to their needs. So, it’s very important to understand your customer, especially if they are shopping for high-end products that require a significant investment of time and money. You can make your customer feel special by keeping track of their purchases and offering discounts depending on their interests.
Loyalty programs are also a great way to incentivize your customers to keep coming back. Being flexible and offering customizable options to make their dream backyard a reality will offer real value that can leave a long-lasting impression on customers.
A great way to enhance the shopping experience for your customers is to anticipate their needs and offer a variety of options. Since you know that someone who owns or is considering buying a pool most likely has a backyard, think about what products might they be looking for to enhance their outdoor living experience.
Fire pits, entertainment systems, grills, patio furniture and shade structures are just some of the many things that a pool or spa customer might need in order to perfect their yard. They might not know they want something until they see it in your store, and if they have a good experience the first time they will be more likely to come back for more. Make sure you are covering all the potential needs of your customers and not missing out on any sale opportunities.
Change can be difficult, but it can also be an opportunity for positive growth. With so much changing rapidly all around us, it is crucial that small and large pool businesses continuously take steps to evolve with it.
By keeping up with technology and understanding your consumer base, your pool business can thrive in 2019 and beyond.
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