A retail store with poorly trained staff, or not trained at all, can be a major disadvantage. This is further elevated when employees are unaware of products, services, or cannot provide any assistance for simple problems. Having a well-trained staff to answer customer questions, overcome objections, carry items to the car, and cater to each individual customer’s needs are benefits online retailers cannot provide. In fact, one recent study found 54 per cent of consumers are compelled to make a purchase from a store that has knowledgeable and friendly staff.
That said, a pool and hot tub retail store owner or manager should make sure every member of the sales team is up-to-date on the latest offerings and specials and is abreast with what the competition is doing. One way to do this is to hold weekly meetings to discuss what is going on in the store, as well as to set staff goals and expectations. Get them involved in the business by allowing them to propose weekly suggestions for new initiatives.
In the end, people ultimately want to buy from people they like, trust, and can count on. This author’s mentor always said, “A person’s first thought when they look at someone is if they can trust them; therefore, make sure we build a good customer rapport so they can trust us.”
Service
A full-service brick-and-mortar store has to have the ability to repair, install, and replace any product the consumer needs—or at least have the contacts to get it done. This is critical for a retailer to be considered by the consumer as a one-stop shop.
For instance, having an in-store repair centre, where a consumer can bring in an automatic pool cleaner for a tune-up, or a pump for a new seal, opens the door for the chance to sell additional products. This works especially well if the store is ‘shoppable,’ allowing consumers to browse other products while their item is being serviced.
Further, there are many suppliers that can help promote equipment tune-up days, pool schools, and/or customer appreciation (VIP) events that cross promote products, service, and the store.
These are just a few of the advantages brick-and-mortar stores have. Ultimately, pool and hot tub retailers are part of a community; those which are active members will often find support. Remember, the customer is in the store for a reason, it is up to the sales team, the layout of the store, and the overall customer experience to stimulate them to buy something rather than go somewhere else (e.g. a competitor, catalogue, TV, or the Internet) to make their purchase.
Ted Lawrence is a global retail specialist with Pool Corp., a wholesale distributor of pool supplies, equipment, and related leisure products in Cleveland, Ohio. He has served the pool industry for more than 20 years and is an authority on retail, sales, and management. Lawrence is also a regular seminar presenter at various national and international industry events, and participates on several professional retail boards and councils. He can be reached via e-mail at ted.lawrence@poolcorp.com.
