Paramount Web Training Series: Gain Knowledge To Sell More Pools
- 1. PLEASE HOLD ON…WE WILL BE STARTING SHORTLY
- 5. Even if you are selling all the pools you can handle…
- 6. Summary of the U.S. Swimming Pool and Hot Tub “Non-owner” Survey Report: IRL65 Conducted by: Duluth, GA (770) 931-9677
- 7. NOTE: 46% indicated time to maintain or cost to maintain As their reason for not wanting to own a pool
- 9. Market Forces Impacting the Pool Industry September, 2012 CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION This document contains confidential, proprietary and trade secret information of American Express Travel Related Services Company, Inc. (“American Express”) and its subsidiaries and affiliates, and must not be disclosed whole or in part to any third parties without prior written consent of American Express.
- 11. APSP Research Program A commitment to staying informed and ahead of member interests and questions Nearly 7,000 interviews updated annually Qualitative Exploration 6 Focus Groups 2011 Quantitative Market Assessment 2500 Interviews* Quarterly Tracking 3000 Interviews among Top 10% of HH Incomes $100K+ Discretionary 2012 Quantitative Update 1,300 Interviews* *Among pool and hot tub owners, prospects and rejecters
- 12. Pool Negatives – Prospects Wary of Costs q26 - Please read the following statements that may or may not describe how you feel about in-ground pools. Using the 5-point scale below, please select the response that best indicates how much you agree or disagree with each statement. Owners Prospects Pools are too expensive to maintain 52% 48% Maintaining the correct water chemistry in a pool is a hassle 50% 55% Pool maintenance is very burdensome 50% 59% Pools get boring 27% 25%
- 13. Barriers for Purchasing a Pool Primary or Secondary Barrier for Prospects Total A pool is too expensive to install 75% Concerned a pool would be too expensive to maintain 62% I am waiting to see if the economy becomes more stable/improves 54% A pool uses too much energy/electric bill will increase 52% Concerned a pool would take too much time to maintain 52%
- 14. MORE WORK AND MORE TIME LOST…
- 15. Looks like a robotic cleaner was here… NOT!
- 16. Maintenance, both in terms of time and cost, remains the biggest obstacle to purchase consideration Despite numerous advances in technology and water chemistry maintenance many homeowners still see pools as a potential maintenance hassle. OBSERVATION Your sales presentation better include a discussion about the options available to significantly reduce the time a homeowner will spend on maintenance, as well as ways to reduce the costs of maintenance.
- 17. Need to Build Awareness of Pool Features and Upgrades q41P - How familiar are you with each of the following pool features or improvements listed below? q42P - How interested are you in purchasing each of the following pool features or improvements listed below? Familiarity (Ext/Very) Pool Features and Upgrades Among Pool Owners Owners Automatic Pool Cleaners Automatic Pool Controls 60% 47% Purchase Interest (Ext/Very Likely) Prospects 38% 32% Owners 45% 32% Solar Swimming Pool Heaters 41% 32% 38% LED Pool Lighting 39% 33% 40% Natural Salt Chlorination Systems Natural Pool Sanitation Systems Low NOx Emissions Heaters 33% 24% 19% 34% 28% 22% 33% 29% 28% Prospects 72% 58% 61% 54% 62% 54% 47%
- 19. What is the single most important thing you need to effectively sell In-Floor Systems?
- 20. 100% conviction and complete confidence in the product … (and a positive mental attitude always helps!!)
- 21. Sales is where the rubber of your conviction meets the road of your customers perceptions.
- 22. KEY SELLING POINT Get agreement from the customer that they are interested in minimizing the time they spend cleaning, brushing and maintaining their pool. With peoples hectic schedules these days would they rather spend time enjoying the pool or working on it.
- 23. IN-FLOOR SYSTEM BENEFITS This is still a referral business. People who “love” their easy to maintain pool will promote your company!! Unlike robotic cleaners, In-Floor Systems clean the entire pool (and spa); the floor, walls, steps, benches, spa, catch basins, etc. 99% cleaning guarantee – we stand behind it Lifetime Warranty on cleaning jets
- 24. IN-FLOOR SYSTEM BENEFITS Your pool will be more aesthetically pleasing – no unsightly hoses to ruin the view. Virtually invisible and flush with your pool surface when not in operation. Your pool is always “swim” ready – no robotic cleaner and hose to remove from the pool. Your spa is always “mood” ready. No waiting to clean a dirty spa.
- 25. PARAMOUNT BENEFITS Paddock’s pool building heritage – thousands of pools built since 1958 Paramount’s long history of innovation – since 1964, numerous patents held and pending World’s #1 In-floor Cleaning Systems Company 99% Cleaning Guarantee Made in America
- 26. In-floor Basics The heavier debris caught by MDXR3 will be transported to the Lighter or and circulation jets, which attowards flush with the surface of Cleaning suspended debris may rise rest sit the surface where the optional Debris Containment Canister where the debris can be easily skimmer will remove it. by the hydraulic water valvebe removed by the the pool, are activated Heavier sunken debris will and rise slightly to removed and not interfere with the pump and not put any pressure MDXR3aactivepressure stream of water in a controlled sequence. deliver high main drain. burden on the filter. All that’s left is a clean pool to enjoy!
- 27. A Paramount In-Floor System = A more “Eco-Friendly” Pool
- 28. IN-FLOOR SYSTEM BENEFITS Enhanced Water Circulation Returns the water to the floor and mixes the entire pool better because of the action of the cleaning jets, improving the turnover rate of your pool. Increases the effectiveness of your sanitation system which reduces chemical consumption (and cost). Warmer surface water, and heated water is returned to the floor which reduces your heating costs.
- 29. Typical Pool Clean warm water is typically returned 100% 9” below water line Disadvantages: Heat immediately rises and is rapidly lost due to surface evaporation Chemicals are affected by sun’s ultra violet rays reducing their effectiveness This leaves the rest of the pool potentially under-circulated which can result in bacteria and algae growth, as well as warm and cold spots.
- 30. In-Floor System Pool Returns the water to the floor and mixes the entire pool better because of the action of the nozzles, improving the turnover rate of your pool. Advantages: Bottom to top circulation penetrates all layers of water contaminates (floating debris, body oil, dirt, and bacteria) which reduces chemical evaporation and cuts chemical consumption. Eliminates “cold spots” and turns your pool into a passive solar-heated pool extending swim season Heated pools enjoy greatly reduced operational costs No cold areas in the pool.
- 31. Should be offered on EVERY POOL!! If you gave a convincing, knowledgeable sounding presentation they won’t want to have a pool without an In-floor System. If you got an agreement on the maintenance concern up front - there is no reason not to include it in the proposal.
- 32. The price concern… – Budget Issue (Do they really know what they will spend). – Take the investment for an in-floor system = $6,000 – Deduct $1000 for a robotic cleaner = net increase of $5,000
- 33. Paying for the pool usually involves financing How did/will you pay for installing pool Prospects Financed/will finance it 33% Mix of financing and cash 41% Pay in full with cash that I saved saving Some other way 24% 1% 44% have dipped into their pool savings to cover other expenses
- 34. The Investment… RE-FI or Mortgage example – $5,000 investment – $5,000 on a 30 Year Mortgage at 3.5% interest = 22.00/month – Deduct the tax savings (25% bracket) = $5.50 savings and a real net payment of $16.50/month
- 35. The Investment… Unsecured Example – $5,000 investment – $5,000 on a 7 Year loan at 9% interest = $80.00/month – What is your prospect’s time worth? – Paramount Capital – www.newpoolfinancing.com Scott and Donetta are a great resource
- 36. Things Pool Shoppers Think are Done Not So Well Attributes Receiving Weaker Ratings (Past 5 Year Pool Shoppers) Sales people have strong client service skills Is 'in touch' with its customer base Attractive store front/presence (from the road) Leverages technology in sales/product demos Sales people have your best interest at heart
- 37. Trusting Less/Searching More % 85 Rely less on salespeople today than in the past % 2 Trust the advice they receive from salespeople Source: Affluent Attitudes Towards Salespeople, Harrison Group, 2010 37
- 38. There are “FIVE THINGS A PERSON HAS TO BELIEVE TO BUY NOW”. That you are a trustworthy individual. They must believe that not only do you care but also that you are competent. That the price is fair for the value. Not that it is the cheapest price but that it is a reasonable price for the perceived value. A belief in the company. That the company will do what the sales person represents it to be capable of doing, that it will stand behind the product, basically that it will be there for them and not try to take advantage of them.
- 39. There are “FIVE THINGS A PERSON HAS TO BELIEVE TO BUY NOW”. That the product meets their needs. As a sales professional your mission is to show the customer the important considerations in purchasing a pool and how your “product” (the sum of your pool features and services provided) will best meet their needs. There has to be a reason to buy TODAY. This is where many sales are lost. Sometimes it can be as simple as asking for the order. It could be an impending event, a sale or special offering, or just a reminder as to what prompted them to think about buying a pool in the first place.
- 40. www.1paramount.com • There are some great resources available on Paramount’s website that you should not hesitate to use. • We’ve recently done all new consumer videos which are featured near the top of each system page. • We offer a branding program for builders. Contact Sam Wong at Paramount for more information. • We’ve restructured the system pages and they now include short videos on how the systems work, circulation benefits, enhancing a cleaning system with SwingJets.
Editor's Notes
- #2: Thanks for joining Buzz and I on the launch of Paramount’s web training series.We really appreciate your taking some time from your no doubt busy schedules to participate with us.Some webinar ground rules – we are going to mute you for the time being just to control the background noise. If you have a comment you can “raise your hand” by clicking that on the right side..
- #3: Thanks for joining Buzz and I on the launch of Paramount’s web training series.We really appreciate your taking some time from your no doubt busy schedules to participate with us.Some webinar ground rules – we are going to mute you for the time being just to control the background noise. If you have a comment you can “raise your hand” by clicking that on the right side..
- #4: Thanks for joining Buzz and I on the launch of Paramount’s web training series.We really appreciate your taking some time from your no doubt busy schedules to participate with us.Some webinar ground rules – we are going to mute you for the time being just to control the background noise. If you have a comment you can “raise your hand” by clicking that on the right side..
- #5: Thanks for joining Buzz and I on the launch of Paramount’s web training series.We really appreciate your taking some time from your no doubt busy schedules to participate with us.Some webinar ground rules – we are going to mute you for the time being just to control the background noise. If you have a comment you can “raise your hand” by clicking that on the right side..
- #6: If you’ve read or heard of Steven Covey’s book “The 7 Habits of Highly Effective People” then you know that one of the core principles is “Sharpen the Saw” - which of course means spending a little time refreshing your skills and gaining additional knowledge.These webinars are designed to be relatively short and informative. We also want them to be interactive and collaborative which is why you may have noticed the text in the invite pointed out that none of us is as smart as all of us.
- #15: But it’s apparent that a very large percentage of pool shoppers also have in the backs of their minds something else when it comes to pool ownership…MORE WORK AND LOST TIME = and that’s a significant barrier to overcome as the data shows.
- #16: You don’t know what perspective they have – maybe they have a neighbor or friend who owns a pool and they’ve encountered something like you see here. One of the first things you see when you walk up close to a pool is the steps…Which, by the way, robotic cleaners really do not clean.
- #19: We hope the potential owners we have the opportunity to meet with have visions of relaxing in and around their pool, family fun, staycation, cocooning, extending their living space, knowing where there kids are, exercise and all the other great reasons to have a pool.And you WANT THEM to –Imagine (or feel) the freedom of a self cleaning pool.It’s a powerful image and a powerful way to build value.
- #23: I believe it’s important to get some upfront agreement from the customer that they are in fact interested in hearing about the products they should have on their pool that will minimize the time they spend maintaining their pool.Simply put – Mr. and Mrs. Smith – I assume you value your time. I feel I would be doing you a disservice if I didn’t show you some important products that can dramatically reduce the time you might otherwise spend maintaining your pool.Maybe you have some clients who are able to afford a pool service. Well even then that service may only be there once a week – and they could show up on a Thursday and a major storm could arrive on Friday thereby messing things up for the weekend. The in-floor system can run 24/7 if necessary to help with the clean-up.
- #33: It may be that price is a bigger issue in your mind than in the customers mind.Do they really know all the costs that go into pool construction? Maybe they have already gotten a quote or two and this is there only basis for whatever number they might have in mind.If you’ve done your job in convincing them of the value of the in-floor system then the price concern becomes less important.
- #43: Thanks for joining Buzz and I on the launch of Paramount’s web training series.No go forth and prosper.(Obviously we will ad lib here)