Becoming a social butterfly
With that in mind, the first thing a pool and spa company needs to do is to educate their sales team on how to connect with customers and prospects on social media. How does one build a brand? How does one reach the marketplace using these tools? How does one use influence to reach more prospects? These are the questions that need to be answered. The most profound piece of advice is people do not follow companies, they follow people.
That said, one of the most basic ways for a company to build trust with potential customers is to focus on building their own personal brand. Having a face behind the name allows others to connect with the person (or people) who make up a company. Sure, there may be different platforms that can be used which can seem overwhelming, but ultimately the content people post is just an extension of who they are. This is what attracts people to follow or ‘friend’ others—like when two people realize they cheer for the same sports team.
Through the power of social media, a company’s sales team will be able to connect with a wider range of people, be able to narrow in on specific prospects targeted in their marketplace, and be an exceptional way for pool and spa companies to really build their brand—especially when their competitors are not taking advantage of social media.
By looking for ways to compete where others cannot, or will not, this is the ambitious edge that will separate companies moving forward. People buy from those they know, like, and trust, and if a company can take advantage of free tools that will connect them directly with their prospects, they will have a competitive advantage by having the opportunity to stay top of mind with their marketplace every single day—even during self-isolation.
Lastly, if a company or sales person is looking for a way to kick off a new social media campaign this author suggests the use of empathy. As restrictions on businesses and retailers slowly get lifted, it is unknown what limitations consumers will have when it comes to going inside stores, which in turn affects a company’s ability to entice people with promotions. However, what will pay off tenfold is being a caring human being during a time of crisis. Teams should come together with a plan to give back to their community by volunteering to help those who need support (e.g. providing groceries or supplies to the elderly or infirm, donating blood (or money) to foundations that resonate with what a company believes in). These are great ways companies and people within the pool and spa industry can support their local communities while documenting their initiatives through social media to inspire others also help. People are drawn to ideas bigger than them; therefore, if a company really wants to expand into its marketplace, the most basic place to start is by giving back.
Expand one’s horizons
Throughout history, what every single market contraction—or recession—has taught the world is the market follows trends; after contraction, comes expansion, and vice versa. Although companies may have to work harder to find the right prospects, the opportunities are there for the taking. That said, during times like these, business owners must keep their composure and realize now is the time to expand while many competitors contract. It is a pivotal time in history, and this author wishes every one stays safe, healthy, and help others out in any way they can.
Steve Leslie is the customer service manager at Highbury Pools, a manufacturer and distributor of pool products, including steel walls, equipment, and vinyl liners, based in London, Ont. He has five years experience in the pool industry, is a cross-border real estate investor, has worked for the Canadian Department of National Defence, and is also a social media expert. He can be reached via email at steve@highburypools.com.
