Hot tub covers and lifters: Mastering the art of cross-selling, single unit, and replacement sales

3. Run promotions for the individual products

To some this may seem like a no-brainer, but many still might be surprised to see how successful a hot tub cover and/or lifter sale can be when it is promoted using a flyer or an e-mail broadcast.

Promoting a sale is a great method to increase store traffic, attract new customers and clear out inventory. It is also an excellent way to push individual units/models/mounts. When sending an e-mail broadcast promotion, take advantage of the analytics and link each individual sale item to its own unique URL (i.e. a vanity URL, a unique web address that is branded for marketing purposes) so the popularity of each item in the broadcast can be easily differentiated in the post-blast insights report.

Additionally, point-of-sale displays should be planned to accompany the item that is being promoted in the ad. For example, if hot tub covers are on sale, have cover safety straps at the counter or have a display of cover caps. At the same time, make sure information is available for any add-on warranty options being sold as an extension to what the manufacturer offers. Finally, cashiers should also mention certain add-on options at the checkout.

4. Contests

Using social media to promote contests or draws with a free hot tub cover or lifter as the prize is a great way to get the audience involved. Some examples of this could be, “Send us a picture of your hot tub cover” or “Tell us why you need a cover lifter.” While some may look at these contests and product giveaways as a money losing strategy, it is important to consider the data that will be acquired from potential customers who are interested in a new hot tub cover, lifter, or both.

To avoid spamming contest applicants, be sure to include a checkbox that indicates the person submitting their entry gives permission to contact them with other product opportunities. After collecting data on these entrants, these are the people the cover or lifter promotion will be sent to because, according to the analytics, they showed interest in a new one. Note: Please ensure any electronic communications with customers is in compliance with Canada’s Anti-Spam Legislation (CASL).

An internal sales contest can help add some incentive, while increasing hot tub cover and lifter package sales at the same time. The prize can be a gift card or cash bonus for the employee who sells the most combinations. Each sale can be tracked through the point-of-sale (POS) software or a checklist honour system in the backroom. Every unit sold the employee gets a star; two stars for every package deal. At the end of the contest, tally the stars to declare the winner.

For those who want to avoid a competitive atmosphere amongst staff, this contest can be made into a collective effort. For example, if everyone meets the overall sales goal by a certain date, then the staff gets a free lunch.

Product knowledge is needed for any sales strategy

An enthusiastic and knowledgeable salesperson that is aware of the benefits and features of the products they are selling will not only boost sales confidence, but also create a positive experience for customers. Therefore, take the time to make sure everyone is educated on the products they are selling so they can use an honest and informative sales approach with customers.

There are multiple ways one can learn about the products they are selling, including visiting the manufacturer’s website or scheduling calls/video training, which offers the opportunity to ask any questions firsthand. Other sources that can provide a wealth of knowledge on products include:

• Online forums and customer feedback;
• Trade publications or online articles;
• In-store trials; and
• Product literature.

When performing this research, find out how the product works, where it is made and what materials are used, how is it serviced/installed/maintained, whether a manufacturer’s warranty is provided and what the process is to make a claim, and how does it compare to similar products on the market.

By making this type of product knowledge an integral part of the sales plan, as well as the business culture, it will not only help to draw customers to the store, but can also be the difference-maker when closing a sale.

Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC) national board of directors, as well as on the PHTCC’s Toronto chapter board of directors. A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. Lengua is dedicated to staying well-informed in the ever-changing/fast-paced marketing world by attending workshops and completing continued education courses. Featured in Mississauga Life magazine in 2014 as a leading female entrepreneur, she is also a keynote speaker, blogger, and social media maven. Her past experiences include seminars geared toward digital efforts for pool and spa retailers nationwide, social media boot camps, and small business focused empowerment groups. Lengua’s efforts have grown audiences tenfold in the industry and her social campaign creations have resulted in increased sales for B2B and B2C companies. She can be reached via e-mail at c.lengua@smpmetal.com.