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

by jason_cramp | September 4, 2018 11:43 am

By Crystal Lengua

[1]

A cover is an essential accessory for every hot tub owner, while a cover lifter not only makes removal straightforward, but also provides added protection. Industry professionals understand the importance of the hot tub, cover, and lifter combination, but getting the customer on board to purchase them together may be another story.

More often than not, the cover is an easy sell. They are typically an add-on accessory to most hot tub purchases. The majority of customers understand a cover is an important component to running their hot tub efficiently—not just to cover it when not in use, but also to prevent debris from entering the water and reducing evaporation and heat loss. Retaining heat leads to energy efficiency, better water chemistry, and cost savings for the customer in the long-run.

When a consumer is considering the purchase of a hot tub cover, it is also a good time to stress the importance of a cover lifter by emphasizing its ease of use and the benefits of reduced wear and tear. For instance, by not having a proper lift mechanism or storage shelf, the hot tub cover will likely undergo some harsh removals and, in most cases, will end up getting scratched or damaged on the ground.

That said, the following tips and tricks can help increase sales when introducing the idea of a cover and lifter package to customers at the same time as the hot tub purchase:

1. Have units on display

Displaying a hot tub with a cover and lifter as a full unit on the showroom floor can set the customer up for purchasing all three items together. It opens up the conversation for all three products and allows the customer to touch and test each of them. In most cases, the customer will not be surprised when a sales associate suggests the two accessories if they have visually predetermined they belong together. It is important to educate the customer about cover lifters as some may not realize they even exist. Therefore, having a sample unit for them to try should be an easy sell given the ease of removal and cover storage benefits.

2. Have alternative options readily available

Making different products available to the consumer works well with the ‘good, better, and best’ sales technique. This involves having different price-point variations in case the consumer wants to compare options.

If showroom space is limited, printed guides with cover lifter comparison charts can be used, along with playing product-related videos in the store, and having hot tub cover material samples readily available for colour and quality comparisons. It is also a good idea to create a visual that highlights the cover’s energy efficiency benefits and how it can ultimately save the customer money with respect to hydro and water treatment products.

3. Offer a package rebate

Simply put, this involves offering the customer a monetary discount on the purchase price if all three products are bought at the same time. In many cases, lifters are thrown in as an incentive in this scenario; however, it is important to take into consideration the quality of cover lifter that is being offered in these types of deals.

In some cases, these incentive cover lifters are of lower quality, which may make financial sense in the overall sales picture, but it is important to ensure the ‘giveaway’ lifter will function well with the purchased cover/hot tub. If the ‘giveaway’ lifter breaks prematurely, rusts and ruins the cover or cabinet, does not fit properly, or is installed incorrectly, a customer may become extremely unhappy as a result of the contest—all for the least expensive addition to the sale.

In many cases, the customer will not be upset with the lifter manufacturer, they will be angry with the retailer who sold it to them or pass their frustration onto the original equipment manufacturer (OEM).

4. Offer upgrades

[2]

There are numerous hot tub cover enhancements that can be offered to the customer at the time of purchase, too. These include foam, seal, and vapour-barrier upgrades, handles, skirt length, aluminum C-channel reinforcement, and even rush delivery.

The customer is there to purchase the product and may not be aware of the upgrades available to them, so it is important to inform them and go for the upsell. Do not be afraid to hear the customer say “No.” It is always better to ask.

Cover lifters require the same type of conversation as the cover, as there are many different makes, mounts, and models to suit the customer’s needs and/or wants.

Beyond the package deal

Knowing how to sell covers and lifters with the purchase of a hot tub is beneficial for the initial sale, but knowing how to sell the accessories as individual units is just as important.

Covers and lifters are not manufactured to last nearly as long as a hot tub will; therefore, if the consumer’s initial purchase experience went well, repeat business can be expected. Covers typically need to be replaced every five to seven years, while most manufacturer warranties on cover lifters do not exceed five years. In this regard, the following advice can help boost aftermarket and replacement sales of hot tub covers and lifters.

1. Ask the right questions

[3]

What cover or lifter does the customer need? What did they like or dislike with their last cover and/ or lifter? Is their health a factor in their purchase decision? Was their cover too heavy? Perhaps they need to add hydraulic assistance to their lifter to help them remove it?

If the customer is looking for a new cover lifter, it is also important to be aware of the backyard design and the location of the hot tub. If the hot tub is inset into the ground or a deck, it is crucial to ensure it has the proper clearance for a cover lifter mount.

Perhaps the customer does not want to drill into the hot tub cabinet to fasten the lifter. If this is the case, it needs to be decided which undermount unit will work best. Further, to avoid impeding on the customer’s preferential vantage points (e.g. watching the sunset) the lifter will need to be mounted on an adjacent side. Knowing the answers to these questions will help ensure the customer is happy with the end result.

2. Sell online

Let the customer build their cover and select lifter options digitally by making the products available on an e-commerce store. Here, comparison charts for lifter mounts and colour swatches for the available covers can be included. Further, links to additional content, informative videos, and manufacturer’s websites can also be made easily accessible.

When operating an e-commerce store as an extension to a physical retail location, research and due-diligence is important with respect to shipping, timelines, and costs. Shipping hot tub covers across the country can be expensive; therefore, it is good to know what to expect from a cost standpoint. One option to help keep costs low is to work with an e-shipping service to get a better rate. Returns are another thing to keep in mind, as most hot tub covers are built to order.

To operate a successful e-commerce store, the physical retail location must be able to manage it. If online selling is determined to be an option, be sure to include product upgrades as add-ons that customers can select when they are checking out.

3. Run promotions for the individual products

[4]

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).

[5]

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.

[6]

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[7].

Source URL: https://www.poolspamarketing.com/trade/features/techniques/selling-hot-tub-covers-and-lifters/

---