Selling hot tubs

False perception or fear of commitment

To close a sale you will have to help the prospect over the hump of indecision. False perception is your prospect’s inability to make a decision for fear it could be the wrong one. Try to fully understand customers’ fears and buying motives by asking them questions, and assure them their concerns are respected and understood. Ask questions like:

• Have I answered every question to your satisfaction?
• Is there anything else we can do for you at this time to help you with your decision?
• From what you told me about the hot tub you wanted, I believe we found the model with the features that would best suit your needs. Is there something about the hot tub you are unsure of, or something I did not explain?

Remember, in many cases, all the prospect lacks is the knowledge and confidence to move forward with their investment. Only you can reduce those fears and provide them with justifications for their purchase. Acknowledge each response, re-qualify the prospect and sell. Eliminate any potential buyer’s remorse before it occurs. If you still encounter resistance, try offering a limited-time, at-home trial (e.g. 30 days) to allow the customer to see the benefits of the purchase first-hand.

MAKING A GOOD FIRST IMPRESSION

First impressions are everything—in life and in retail. If you are wondering why a prospect is hesitant or exhibits a lack of trust in you and your store, a poor image could be to blame. When you start talking about warranty, quality and fine craftsmanship in a messy store staffed with poorly dressed employees, the customer will surely have second thoughts about doing business with you. Here are some tips to maintain a clean, polished and professional showroom: 1. Keep it clean: Ensure bathrooms are clean and tidy, remove coffee cups or coffee rings from display hot tubs, keep the showroom dust-free and eliminate any cobwebs and water stains from store windows. 2. Sign of the times: Avoid using sloppy handwritten signs or cheap ‘stick-on’ letters on store windows. Replace old, faded or outdated signs in a timely fashion and ensure all signs are spelled correctly. 3. Staff stays sharp: Employees should be well-groomed, wearing professional, unwrinkled clothing. Keep a supply of mints on hand to avoid breath issues. 4. No troubled waters: Operate display models with properly treated water. Watch for foam buildup or a strong chemical odour.

Marco Longley is president of Top 10 Sales and Consulting in Langley, B.C. He is a seasoned hot tub sales professional who has been involved in many aspects of the business—from retail to senior sales management with several major hot tub manufacturers. Longley provides swimming pool and hot tub sales/marketing training seminars and has authored a book titled The Ultimate Hot Tub and Pool $ales Book—a guide on how to increase sales. He can be reached at marco@top10salesandconsulting.com.