Upselling pool equipment: How to find the motivation behind the purchase
by Dave Flaherty | December 8, 2020 10:04 am
By James D. Roberts
When it comes to successfully upselling variable-speed pumps (VSPs) and automatic pool cleaners, professionals need to understand their customer just as well as they understand the equipment they are offering.
Often, especially with new sales staff, there is a tendency to go straight to all the features and benefits of the product. Then, they immediately proceed to walk the customer through charts and calculators without even knowing what is important to them. However, for many, the decision to purchase any particular product is first and foremost an emotional one.
If one finds themselves talking to the customer about their pool pump or their interest in an automatic pool cleaner, there is a reason. Initially, consumers emotionally ‘decide’ to purchase a product, and then they justify and rationalize the decision with the features and benefits.
Pool professionals need to ask a few questions right away to find the motivation behind the purchase. Once this has been determined, aligning that with the benefits of a VSP or automatic pool cleaner can help close the sale.
The latest and greatest motivator
Many customers want the latest technology when they consider their purchase. Pool professionals may forget their customer might have just dropped $1000 on a new smartphone when there is nothing wrong with the one they had.
“There are definitely customers who want to replace their pool pump just because it’s not the latest and greatest, not because it’s broken,” said Jessica Norton, owner of Aquatic Solutions in Manteca, Calif. In fact, Norton has customers who call and say they want to not only replace their pump but also the entire equipment pad just because it looks old, even though it all works perfectly.
“Customers look at their older equipment and assume they are missing out on the benefits of newer equipment,” Norton adds.
Similarly, customers looking for a completely automated pool system will likely want the newest VSP, too. Dan Hansen of JB Pools in Upland, Calif., often works with these types of customers.
“If they really want complete automation, adding a programmable VSP becomes a required piece of equipment,” he says.
Hansen frequently sells a second VSP to these same clients who have elaborate water features on their pool, like a slide, bubbler, or laminar jets.
“I have replaced brand-new single-speed pumps installed to control a slide and bubbler because a single-speed pump doesn’t allow the customer to adjust the flow of these other features,” Hanson explained. “Being able to control the flow so they don’t have water gushing down the slide or a huge geyser coming out of the bubbler is very important to customers who want the latest and greatest automated control.”
These theories also apply to selling automatic pool cleaners, as the technology of the product is attractive to those who want complete automation of their pool.
“We have two automatic pool cleaner displays in our store with video rotation showing exactly how the cleaner works and consumers are amazed by what they see,” said Kathi Belcourt, manager at Aqua-Tech Pools & Spas in Winnipeg. “That video gets them to purchase so often that we keep units stacked in boxes ready for cash and carry opportunities.”
Further, having an automatic pool cleaner that has smartphone control can quickly close a sale for those homeowners who want the latest and greatest convenience these products have to offer.
Sell the best
Other customers are only interested in which product is the best. They buy the best car, the best grill, and they will buy the best pump and pool cleaner if it is referred to it as such. A confident statement like this may be all that is required to tilt the client’s favour toward the purchase.
As more people spend time at home, many of them are investing in and upgrading their backyard. Customers who are committed to investing in their pool want to add in all the features to get the benefits associated with the pool. VSPs and robotic pool cleaners are the optimal choice for those who want the best.
“Just like when buying a new car, they want to maximize the purchase by including all the potential add-on features to get the greatest benefit,” Hansen said.
Cost may be a deterrent for some, but often it is neither the primary nor deciding factor in the purchase.
“Sometimes customers get so worried about price when discussing variable-speed upgrades they want to address it right at the outset,” Norton said.
However, a few comments on the advanced technology of the pump may be all the customer needs to hear to make a final decision. Savvy pool professionals know they need to make sure the customer finds their pool easy to maintain, without stress and hassle.
“As a company we are very pro-robotic- pool cleaners, because we know the customer is going to find their pool easy to maintain,” said Belcourt, adding when Aqua-Tech Pools builds a pool, they always include a robotic cleaner into the price of the overall project.
It is still important to know the numbers—such as savings, utility rebates, and cost calculators—and how to communicate this effectively and simply. Therefore, it is important for staff to be aware of these resources and leverage them in the sales conversation.
For example, having a cost-calculator on display allows staff to quickly show clients the financial savings of switching to a VSP. Explaining the monthly electrical savings combined with rebates from local utilities might also help close the sale.
That said, add this information at the end of the conversation after gauging the customer’s emotional motivation. Doing so will help staff close more sales.
Sales training
Pool professionals have a tendency to invest time and resources into product knowledge and technical training to ensure they can resolve customers’ issues. However, it is just as important to invest in sales training as well. Companies that receive sales coaching/training are more likely to exceed their sales, revenue, and overall closing goals.
Spending time developing the sales and marketing skills of the team can help grow a business. In fact, investing in sales and marketing skills not only increases revenues but will also help build customer loyalty.
“When we sell an automatic pool cleaner, we like to start a relationship between our clients and their pool cleaner,” explains Belcourt. “In fact, we tell our customers to give their pool cleaner a name. We then ask them to send us a photo of themselves with their newly named automatic cleaner in the pool, while they sit poolside enjoying the day rather than cleaning—it’s a sales technique that has yielded an immeasurable amount of customer loyalty and ensures repeat business.”
And, when it comes to selling an upgraded pool cleaner such as a robotic, knowing the customer’s needs, the level and type of their pool debris, and what they specifically like and do not like about their current cleaner is the essential first step. Starting with “What do you like the most or don’t like the most about your cleaner?” will often provide a treasure map to a more profitable sale.
Once the customer’s needs are clearly understood, service providers and/or retailers should not just tell the client what they like about a particular product but rather start with what the customer says they like most about the cleaner.
For instance, “Our customers love the fact this cleaner has a canister so they don’t have to touch the debris” or “People love how it goes all the way up and scrubs the tile.” By validating one’s statements in this manner, and coupling them with the benefits that resonate most with the expressed needs of the customer, it will certainly help increase pool cleaner sales It is important to remember the customer’s decision to purchase a product is at its core an emotional one.
Conclusion
It is important to take the time to understand customers’ buying motivation to swiftly move them toward the purchase of new pool equipment. As a result, it will make sales conversations more natural, give consumers the sense the team knows what they want which, in turn, makes the purchase experience more satisfying, and increases the positive outcome of developing long-term customer loyalty.
James D. Roberts is the aftermarket program manager at Pentair. With a career spanning 25 years working in every segment of the pool industry—from national sales and marketing campaigns for global manufacturers to cleaning pool tile in the backyard of a satisfied customer. He has an unwavering commitment to helping others recognize and take advantage of innovations and opportunities that help them successfully accomplish their business and personal goals. Roberts can be reached via email at james.roberts@pentair.com.
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