By James D. Roberts
When it comes to successfully upselling variable-speed pumps (VSPs) and automatic pool cleaners, professionals need to understand their customer just as well as they understand the equipment they are offering.
Often, especially with new sales staff, there is a tendency to go straight to all the features and benefits of the product. Then, they immediately proceed to walk the customer through charts and calculators without even knowing what is important to them. However, for many, the decision to purchase any particular product is first and foremost an emotional one.
If one finds themselves talking to the customer about their pool pump or their interest in an automatic pool cleaner, there is a reason. Initially, consumers emotionally ‘decide’ to purchase a product, and then they justify and rationalize the decision with the features and benefits.
Pool professionals need to ask a few questions right away to find the motivation behind the purchase. Once this has been determined, aligning that with the benefits of a VSP or automatic pool cleaner can help close the sale.
The latest and greatest motivator
Many customers want the latest technology when they consider their purchase. Pool professionals may forget their customer might have just dropped $1000 on a new smartphone when there is nothing wrong with the one they had.
“There are definitely customers who want to replace their pool pump just because it’s not the latest and greatest, not because it’s broken,” said Jessica Norton, owner of Aquatic Solutions in Manteca, Calif. In fact, Norton has customers who call and say they want to not only replace their pump but also the entire equipment pad just because it looks old, even though it all works perfectly.
“Customers look at their older equipment and assume they are missing out on the benefits of newer equipment,” Norton adds.
Similarly, customers looking for a completely automated pool system will likely want the newest VSP, too. Dan Hansen of JB Pools in Upland, Calif., often works with these types of customers.
“If they really want complete automation, adding a programmable VSP becomes a required piece of equipment,” he says.
Hansen frequently sells a second VSP to these same clients who have elaborate water features on their pool, like a slide, bubbler, or laminar jets.
“I have replaced brand-new single-speed pumps installed to control a slide and bubbler because a single-speed pump doesn’t allow the customer to adjust the flow of these other features,” Hanson explained. “Being able to control the flow so they don’t have water gushing down the slide or a huge geyser coming out of the bubbler is very important to customers who want the latest and greatest automated control.”
These theories also apply to selling automatic pool cleaners, as the technology of the product is attractive to those who want complete automation of their pool.
“We have two automatic pool cleaner displays in our store with video rotation showing exactly how the cleaner works and consumers are amazed by what they see,” said Kathi Belcourt, manager at Aqua-Tech Pools & Spas in Winnipeg. “That video gets them to purchase so often that we keep units stacked in boxes ready for cash and carry opportunities.”
Further, having an automatic pool cleaner that has smartphone control can quickly close a sale for those homeowners who want the latest and greatest convenience these products have to offer.
