Phase 3: Helping them buy
This one is more difficult to template precisely because it will be based on the prospect’s answers. If the salesperson is responsive and attentive, they should respond with more details fairly quickly. Use judgment and modify where necessary.
We carry <Brand X or Line X> and <Brand Y or Line Y> at <Business Name>.
Brand X is a very good tub, definitely an upgrade from some of the cheapo models and a great value for the money. For your situation, I’d probably look at the XYZ Model or the 123 Model (the Model 456 can be a little cramped for a family of 6). You can see the models available here: (insert link to brochure).
Brand Y is more luxurious with an upgraded cabinet, ice bucket, pressurized filter system and, of course, <unique feature from your brand>. You can check out more about that here: (insert link to brochure).
For Brand Y, I’d look at the Model 1 or Model 2 to start with and possibly move up to the Model 3 or Model 4 if you need more space.
Let me know what jumps out at you and I can get you an awesome deal.
Your Signature
After this process has been completed, the prospect usually knows which tub is the best for them and that the retailer’s salesperson is ready to help them make a smart purchase. Then, it is a matter of giving them pricing and arranging for a time to either have a phone call or meet up to finalize the sale.
By doing a triage of sales inquiries like this it can dramatically reduce the time spent with prospects that may or may not buy. This process also helps to warm prospects up to the point where they are nearly ready to buy.
Often, sales are made within minutes of getting on the phone or meeting with the customer, opposed to after an hour or more of answering questions, pitching, and selecting the right hot tub in person.
If people are not responsive to this process, then it is a matter of sending people helpful content over time until they are ready to respond.
- Finding new and innovative lead sources
While the two most popular advertising platforms are Google search and Facebook, there is still a lot of opportunity to branch out to other lead sources. Many of these alternative sources can produce much more cost-effective marketing, especially in highly competitive markers with many retailers vying for the same advertising real estate. Fierce competition drives up lead cost and also buyer sophistication, so it can be difficult to stand out from competitors.
That said, one way a retailer can do this is
to explore platforms that are still untapped by the competition. Alternative advertising methods one can try include YouTube video ads, Google Display Network, Instagram, Twitter, and LinkedIn.
These methods are not guaranteed to work, but setting aside some advertising budget allows for the potential to find new winning campaigns.
Conclusion
The old saying, “Little hinges swing big doors” seems made for 21st century marketing. While making great offers and providing excellent service are important to any business, there are fundamentals like the ones listed above that may seem minor at first, but actually have massive impact on a retailer’s online presence.
In many cases, these fundamentals can be set up once and pay dividends for years to come. It only takes a little time investment on the front end.
Ben Poggemiller is the co-owner of Urban Life Pools & Hot Tubs in Steinbach, Man. He also owns Hungry Fox Marketing, a marketing agency that helps other retailers improve their sales and marketing processes by making sales easier and more profitable. He can be reached via email at ben@myurbanlife.ca.
