By Ted Lawrence
A piece of advice from the author, which applies to any business, is to devote a fair amount of time “on” one’s business as “in” it. Although simple by design, it is critical to identify the difference between the two, which acts as a constant reminder of what one needs to focus on accomplishing each day.
Yes, customers need to be taken care of, products are to be ordered, and bills must be paid; all these are items “in” the business. Creating marketing plans, data analysis, and sourcing new products are items “on” the business. It is relatively easy to concentrate on items “in” the business as that is what one aims to accomplish day-after-day. The art lies in shifting one’s focus from this aspect of the work and thinking about how the consumer views the business and make changes accordingly. This lesson not only impacts one’s business, but also the consumer and their overall experience.
Fast and easy products in sales
It is important to understand that not all consumers make rational purchases. There are various reasons why they may choose certain products—based on impulse, necessity, or desire. Among the many reasons, there is one segment of products the author refers to as “Fast and Easy.” Consumers buy these items because they improve the speed and efficiency of a chore and allow them more time to pursue what they enjoy.
Automated products are some of the fastest-growing items in the home lifestyle category. For example, the Roomba is a robot that vacuums floors.
A smart product, it can avoid obstacles such as stairs, furniture, and children’s toys and even returns to its charging base to recharge until it is time to clean again. The device may appear silly to some who question the time it takes to complete a task. Others, typically those in the affluent demographic, look at this as a way of not spending too much time working “in” the house, rather “on” leisure activities, such as soaking in a hot tub or swimming in their pool.
This is one of the main reasons automation sales have skyrocketed in the past few years. In the pool business, robotic cleaners service a similar consumer, one who wants to make life easier by automating mundane household chores. Vacuuming the pool is one such task most would want to avoid tackling every week. Like the Roomba, these robots, too, do a remarkable job cleaning the bottom of a pool, perhaps even better than the homeowner. One can argue that every pool and outdoor living store must offer automation and cleaning products. Even if a consumer does not want or cannot afford a robotic pool cleaner, the fact remains, they are looking for ways to simplify and decrease chores. Devices such as pressure or suction side cleaners are as popular as before, so one must not lose sight of these items as they are still in the market and allow the consumer to spend more time “in” the pool rather than “on” it.
