Embracing green technologies can make a difference

Making it happen

To be a part of the future, the pool and spa industry must develop a green marketing strategy today. This will require an attitude shift regarding internal operations. Some hurdles must be identified—making the wrong investment is a risk. Simply advertising your business as ‘green’ is not enough. In fact, many consumers are weary of this approach, sometimes referred to as ‘green washing.’ The industry’s goal should be to initiate a strong strategy based on the following four principles.

1. Get lean

Going green requires conscious planning and conscientious execution. Each area of the business can be trimmed by a modest amount. Even incremental changes in each line item on the expense sheet will result in increased profit and a stronger bottom line. Engage employees to reveal new ways to reduce costs; by empowering them with short-term goals, you can produce profitable results.

Remember, it costs nothing to change a pattern of behaviours, but the results can pay off significantly. Turning off unnecessary lights, monitoring computer usage, evaluating waste management, changing to a paperless office, examining a better delivery flow and closing loading dock doors are just a few examples of how any business can effectively reduce energy consumption and save money.

2. Get smart

An easy way to change employee behaviour is to share the savings data with them. This allows them to see the value of their actions; they know they are making a difference. Educate employees on the hydraulics of variable-speed pumps and train them how to sell energy efficiency to the consumer. Teach them how to demonstrate a break-even point and payback time on newer technology. The more educated employees are about the products they are selling, the more likely they are to make the sale.

3. Get creative

Pool and spa professionals who capture new opportunities will have a competitive advantage in the marketplace. Presenting the facts and benefits of green technologies, or highlighting less obvious advantages, can give a business a sales edge. Chlorine generators not only convert salt into chlorine, they also provide a non-toxic environment, while heat pumps can be described as ‘proactive solar energy collectors.’ Look for innovation in all parts of the business; odds are you will find hidden opportunities to ‘green’ your company. Create partnerships with manufacturers and distributors who are embracing the green trend and use their resources to help develop your creative marketing strategy.

4. Get engaged

In any economy, employees are key to the adoption of a sustainability strategy. A visionary and effective leader can empower employees to embrace green technology as a means of increasing revenue. Engaging employees, whether they are in the retail store or on the job site, will enhance an organization’s green strategy.