Top Five Marketing Secrets for Pool Professionals
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Deborah Gallant of Bold Business Works offers the top secrets of most successful people in the swimming pool and spa industry.
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Top Five Marketing Secrets for Pool Professionals
- 1. Top Five Marketing Secrets of Successful Pool Professionals Deborah Gallant Bold Business Works dg@boldbusinessworks.com
- 2. 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
- 3. APSP asked me to create a business-building program specific to pool industry professionals.
- 4. 10-part audio program with workbook Available from APSP Pop the CD into your truck and listen whenever you want.
- 5. 10 Program Segments: Challenges of Sales & Marketing Mix #2: Online Marketing for a Pool Business Ideal Client Getting Great Referrals Brand Building Closing the Sale Marketing Materials---What Client Management & Do I Need? Retention Marketing Mix #1: Offline Wrap Up/Implementation
- 6. From my research--- Found 5 Top Tips from those who are already successful in the pool business.
- 7. Will give you a taste of the learning you get in the Boot Camp program.
- 8. #1: Know your numbers.
- 9. Have systems in place to measure and count activity of your business. This goes beyond bank statements and/or Quickbooks files.
- 10. Sales Activities These are just examples. •New prospects •How prospects found you •Closing ratio (calls/sales) •What products are you selling? •How profitable are they?
- 11. Advertising/Marketing Efforts •Total spending •Website: Traffic •Sources •Keywords •Email marketing •List growth •Open rate
- 12. Check numbers regularly---what are they telling you? You will make better business decisions.
- 13. #2: Effective (search-optimized) website.
- 14. 78.1% of all Americans are on the Internet…. Almost certainly 100% of your current clients & prospects.
- 15. 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?
- 16. 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.
- 17. Website content & code need to be optimized for search. You built the website so new clients could find you….so get this right!
- 18. Let me show you what I mean… My client: www.marythehomecoach.com
- 19. 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.
- 20. #3: Sales lead capture and follow-up system
- 21. Close! Proposal Appointment Autoresponder emails Phone call DVD or book sent Automated system that works EVERY Email inquiry TIME.
- 22. Sales process for new pool installation can take YEARS. Manage prospects so you maximize your opportunities. More about this in the BootCamp program
- 23. #4: Excellent customer service.
- 24. It costs 5 to 7 times more to acquire a new customer than it takes to keep an existing client.
- 25. Keep in touch with clients. Automate this process too: Email marketing is ideal for this.
- 26. Use an email management program •Contact Management •Formatting can match your branding
- 27. #5: Keep learning, evolving.
- 28. Business doesn’t stand still. You need to keep moving forward or risk getting left behind.
- 29. Invest in yourself to stay on top of it all. Even if you hire/outsource some tasks, you need to be in charge.
- 30. Here’s a great way to invest in yourself: 10-part audio program (5 hours total) with workbook APSP MEMBERS Available from GET $100 www.APSP.org/store OFF
- 31. Recap 1. Know your numbers. 2. Good website (with SEO). 3. Lead generation & follow-up system. 4. Great Customer Service. 5. Keep Learning.
- 32. Questions? Get a copy of this presentation by emailing me. Deborah Gallant dg@boldbusinessworks.com www.boldbusinessworks.com 805-991-9660
- 33. Learn more with me! 10-part audio program (5 hours total) with workbook Available from www.APSP.org/store APSP MEMBERS GET $100 OFF