secrets of top pool professionals
TRANSCRIPT
Top Five Marketing Secrets
of Successful Pool Professionals
Deborah Gallant
Bold Business Works
A little about me…
• Small Business Coach
• Work with entrepreneurs & service professionals.
• Individual, group coaching, webinars, QuickStart, website reviews, more!
Learn more on my website:
www.boldbusinessworks.com
APSP asked me to create a business-building program
specific to pool industry professionals.
10-part audio program with
workbook Available from APSP
Pop the CD into your truck and listen whenever you want.
10 Program Segments:
Challenges of Sales & Marketing for a Pool Business
Marketing Mix #2: Online
Ideal Client Getting Great Referrals
Brand Building Closing the Sale
Marketing Materials---What Do I Need?
Client Management & Retention
Marketing Mix #1: Offline Wrap Up/Implementation
From my research---
Found 5 Top Tips from those who are already successful in the pool business.
Will give you a taste of the learning you get in the Boot Camp program.
#1: Know your numbers.
Have systems in place to measure and count activity of your business.
This goes beyond bank statements and/or Quickbooks files.
Sales Activities
•New prospects
•How prospects found you
•Closing ratio (calls/sales)
•What products are you selling?
•How profitable are they?
These are just
examples.
Advertising/Marketing Efforts •Total spending
•Website: Traffic
•Sources
•Keywords
•Email marketing
•List growth
•Open rate
Check numbers regularly---what are they telling you?
You will make better business decisions.
#2: Effective (search-optimized) website.
78.1% of all Americans are on the Internet….
Almost certainly 100% of your current clients & prospects.
Fundamental paradigm shift
The Internet is the primary research tool for big purchases
(like a pool) ---no matter how the actual transaction happens.
Remember the Yellow Pages?
You don’t have to have the world’s fanciest (or most expensive)
website.
You should use a Content Management System so you (or
other staff) can easily update and maintain it yourselves.
Website content & code need to be optimized for search.
You built the website so new clients could find you….so get
this right!
Some pool businesses also do paid search…
But you can get a lot of mileage by search-optimizing and claiming your business on
Google Places.
Much more about this in the BootCamp program.
#3: Sales lead capture and follow-up system
Email inquiry
DVD or book sent
Phone call
Autoresponder emails
Appointment
Proposal
Close!
Automated system that works EVERY
TIME.
Sales process for new pool installation can take YEARS.
Manage prospects so you maximize your opportunities.
More about this in the BootCamp program
#4: Excellent customer service.
It costs 5 to 7 times more to acquire a new customer than it takes to keep an existing client.
Keep in touch with clients.
Automate this process too:
Email marketing is ideal for this.
Use an email management program
•Contact Management
•Formatting can match your branding
#5: Keep learning, evolving.
Business doesn’t stand still.
You need to keep moving forward or risk
getting left behind.
Invest in yourself to stay on top of it all.
Even if you hire/outsource some
tasks, you need to be in charge.
Here’s a great way to invest in
yourself:
10-part audio program (5 hours total) with
workbook Available from
www.APSP.org/store
APSP MEMBERS GET $100 OFF
1. Know your numbers. 2. Good website (with SEO). 3. Lead generation & follow-up system. 4. Great Customer Service. 5. Keep Learning.
Recap
Questions?
Deborah Gallant
www.boldbusinessworks.com
805-991-9660
Get a copy of this presentation by emailing me.
10-part audio program (5 hours total) with
workbook Available from
www.APSP.org/store
APSP MEMBERS GET $100 OFF
Learn more with me!