The right cleaner will keep customers loving their pools

by jason_cramp | March 6, 2020 5:21 pm

By Mike Fowler

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Owning a pool is all about enjoyment—relaxing, swimming, entertaining, and vacationing in the backyard. In this case, pool professionals need to do everything possible to make owning one hassle-free. To this end, the products and services the industry offers are designed to ensure maximum enjoyment and minimal work. As a result, automatic cleaners are the ultimate tool to ensure a clean, beautiful pool for swimming or just to look at while entertaining. Therefore, selling these products is one way to ensure consumers maintain a positive relationship with their pools.

The easy option

Pool professionals offer everything from manual cleaning services and pressure-side pool cleaners to handheld and robotic cleaners to help make pool ownership easier. However, the evolution of the robotic cleaner has made it the ultimate pool accessory.

“We like to sell robotic cleaners because we feel it gives the homeowner the most enjoyment and least amount of work for maintaining their pool,” says Kathi Belcourt of Aquatech Pool & Bath in Winnipeg who says the pressure-side cleaner was the standard for many years.

“These (along with a booster pump) were the only pool cleaners we sold for years,” says Dan Lenz of All Seasons Pools in Orland Park, Ill. “Now we primarily sell robotic cleaners and carry pressure-side cleaners for replacement only.”

Prior to robotics it was really difficult to sell a retrofit pressure-side cleaner for pools because they require dedicated plumbing and a booster pump that required electricity to operate. As a result, it would be a $3000 to $5000 investment for the homeowner to retrofit their pool with an automatic cleaner. Robotic cleaners have changed all of this as these products can be used on any pool. In fact, industry professionals say the evolution in robotic cleaners is driving the market.

“Robotics has become more of a standard for consumers who also have robotic vacuum cleaners in their homes,” says Lenz.

Belcourt and Lenz agree that especially in northern markets where the swimming season is short, consumers do not want to worry about having to clean their pool. Once a consumer sees a robotic cleaner in action, it is hard for them not to want one.

Display, display, display

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Displays make all the difference when selling pool cleaners—especially automatic/robotic models. Retailers that have a display pool at their store should have a robotic cleaner continuously moving throughout the pool to demonstrate how it operates. This allows customers to see how well they work and how easy they are to use. This can make all the difference when selling these products.

“The demo pool at our store is equipped with a robotic cleaner so people can not only touch and feel the product, but can also see how easy it is for them to lift and pull out the filter to clean it,” says Belcourt. “In fact, compared to a vacuum one would use inside their home, robotic cleaners are easier to open and clean out.”

She suggests retailers keep these products available on their show floor as a cash-n-carry item as some customers get really excited about robotic cleaners as they learn more about them. By keeping them readily available, customers can seize this moment of excitement and get them into their trunk quickly.

Belcourt’s store has a second robotic cleaner display area near the water-testing station with a video display, showing exactly how the cleaner works. This is a strategic sales display as most customers come into the store to have their water tested because they think they are having issues with their chemistry. However, in many cases, the problems they are experiencing are often a result of a filtration or circulation issue. It can also be a result of the homeowner’s pool cleaning routine.

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“Once we have the opportunity to educate the customer about filtration and circulation, we are able to start the conversation about pool cleaners,” says Belcourt. “In many cases, we often determine a pool cleaner might fix the problem better than an aggressive chemical treatment.”

Lenz agrees about the importance of starting the conversation related to pool cleaning and providing real-life personal experiences to validate the benefits of a robotic cleaner.

“I always start by comparing the robotic cleaner to having a dishwasher in the kitchen,” says Lenz.  “You can wash the dishes manually, but you don’t want to, so you run the dishwasher every day to keep the dishes clean. Similarly, one should keep a robotic pool cleaner in their pool so it is always clean,” says Lenz.

Lenz, a pool owner himself, understands a) the desire to ensure the pool is always ready for impromptu guests and b) the burden of having to rush to clean the pool to be able to use it.

“Battery-operated pool cleaners are also a convenient option for spot cleaning steps and corners in a hurry,” says Lenz, who has two display pools at his store—one equipped with a robotic cleaner and the other with a battery-operated cleaner so customers can test them out and learn more about the benefits of each.

The power of educating customers

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Once a retailer has started the conversation about pool cleaning, the next step is to be sure to explain all of the other benefits a robotic cleaner would bring to their pool. For example, they improve pool water circulation and help distribute chemicals and heat more evenly throughout the pool.

Essentially, a robotic cleaner works like a moving pump and filter at the bottom of the pool. As a result, pool owners who use one can reduce the load on their pump and filter, which extends the life of other equipment. More importantly, robotic cleaners allow the pool pump and filter to perform their jobs better because they are just filtering water, not all the other dirt from the pool floor.

“I often explain to customers if their filter only had to remove particles from the water as opposed to loading it up with all the debris from the bottom of the pool, the filter would work more effectively in keeping their water clean and clear,” says Belcourt.

“Although an automatic/robotic cleaner is 50 per cent more expensive than suction-side pool cleaners, customers can rest assured the former will pay for itself as a result of reduced chemical usage, the need to purchase new cartridge filters, let alone a new pump should the motor fail,” says Belcourt.

Further, robotic cleaners continuously scrub the surface of the pool and, in doing so, break up any biofilm and algae, which allows the chemicals and filter to work more effectively in keeping the water clean.

“I find it’s important to explain how the cleaner works in a manner the customer can understand,” says Belcourt. “I compare the biofilm that accumulates on the pool surface to plaque buildup one may feel on their teeth before brushing.

An automatic/robotic pool cleaner cleans 95 to 97 per cent of the pool surface in 60 to 90 minutes versus manual cleaning, which can take between 45 and 60 minutes three times a week.

There are other benefits customers should know about using a robotic cleaner, too. For example, Belcourt gets frank when she explains how a robotic cleaner helped her get her two-year-old nephew into the pool.

“Her nephew was terrified of bugs and wouldn’t get in the pool if he saw one in the water,” she says. “Rather than being distracted by having to manually clean out bugs from the bottom of the pool, I simply drop the robotic cleaner in the water and let it do its thing. All I need to worry about is getting towels, toys, snacks, etc. Kids even like watching the robot clean, so it’s entertainment too!”

Pool cleaners build relationships

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Pool cleaners are a great way to build customer loyalty, too. For instance, Lenz says they include a robotic cleaner with every pool they build.

“We include one in the price of all our new pool installations because we know our customers will appreciate the equipment and stay in love with their pool,” says Lenz.

Belcourt agrees: “We believe so strongly in automatic/robotic cleaners that we tell all of our clients to give them a name… and they do! I think this is a great way to start a relationship between our clients and their pool cleaner.

“The first thing I ask our clients to do after naming their cleaner is to send me a photo of them with their newly named robot in the pool while they sit poolside enjoying the day. This goes a long way in building positive customer relationships and loyalty.”

Service techs are also selling these robotic cleaners to customers. In fact, Aquatech Pool & Bath sometimes loans robotic cleaners to customers which, in many cases, turns into a sale.

“If I go on a service call and find the customer’s pump is not operating and we’re not able to immediately install a new pump, I leave a robotic cleaner with the client to keep in their pool for the weekend. We often find the pool owner loves the cleaner so much they end up buying one,” says Belcourt.

Let the pool love affair begin

Selling customers the right automatic/robotic cleaner will keep them loving their pool for years. A pool professional’s job is to set up their customers with everything they need for success. In today’s market, robotic cleaners, in particular, are a key component to ensuring this happens. That said, starting the conversation about pool maintenance with clients and explaining how these products work can increase the enjoyment of pool ownership. By telling a client all they need to do is drop the robot in their pool and let it do its work, their love affair will instantly begin.

[6]Mike Fowler is the commercial sales manager for Pentair in Sanford, NC. He has been with the company since 1992, starting his career in the technical services department at Purex Pool Products. Fowler has held many managerial roles within the company, including marketing, accounting, and products. He can be reached via email at mike.fowler@pentair.com[7].

Robotic cleaners are also ideal for commercial pools

When it comes to keeping commercial pools clean, many aquatic facility managers turn to robotic cleaners to help them out. For instance, facility managers find robotic cleaners help free up staff from scrubbing the pool, allowing them to focus on keeping locker rooms clean or even enhancing the level of customer service provided to patrons. As a result of these benefits, many facility managers purchase more than one robotic cleaner—one for their indoor pool, one for their outdoor pool, and an extra unit to keep on hand in case one needs to be serviced. Further, robotic cleaners help staff with water-quality management by improving circulation as well as aiding in the distribution of chemicals and heat more evenly throughout the pool. These improvements work toward increasing bather enjoyment and, ultimately, help retain and attract new patrons. This is enormously helpful for busy YMCA facilities and health clubs using pools for swimming lessons and aquatic exercise classes. That said, pool professionals should ensure aquatic facility managers also understand how robotic cleaners can enhance the functionality of pumps and filters. Essentially, the robotic cleaner works like a moving pump and filter at the bottom of the pool. As a result, the use of this cleaning technology reduces the load on pumps and filters and, in turn, extends the life of this expensive equipment which is something all aquatic facility managers can appreciate. In fact, robotic cleaners also indirectly help to reduce operating costs by allowing pumps and filters to operate more efficiently, thereby drawing less energy. Pool professionals should be sure to offer robotic cleaners to their commercial clients to keep the pool interior clean, water clear, and assist other components by reducing the load on crucial equipment which together ensures the efficient operation of an aquatic facility.

Source URL: https://www.poolspamarketing.com/trade/features/the-right-cleaner-will-keep-customers-loving-their-pools/

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