Home' Splash Magazine : SPLASH Aug-Sept 2015 Contents Buying a Poolwerx franchise isn't just about buying a
business, it's about joining a team that is focused on
to helping you to achieve your goals!
Poolwerx has established systems, training, support
and supplier relationships designed to maximise the
opportunity for Franchise Partners to build their own
Contact us today to fnd out how!
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The right decision
couldn’t be easier!
the nal purchase online for a cheaper price.
Wallace says the key to overcoming that issue is
making the sale before they leave the shop.
"First, you need well-trained, well-drilled salespeople
in your shop," he says.
"You need to o er a solution to the consumer and the
solution is not just about price. Price is always important,
but what are the other things they're going to look for:
who's going to install it, are they going to install it proper-
ly, are they going to diagnose the original failure, are they
going to prevent that original failure from recurring on
the new pump, and then the skill of the shop to be able
to nd out what's important to the consumer, meet their
desires, overcome any objections, and then close that sale.
" e minute you let someone think about it, they're
going to go away and shop, everyone does. But if you
nd out what's important for that speci c person on
his swimming pool, what sort of pump, how often does
he use it, how many children does he have, or is it just
for him and his wife, how automated does he want it,
is energy cost important? What size lter have you
got so we can size the pump for the lter, so that your
lter continues to last and doesn't break because you've
oversized the pump?
"If you can nd out all those things, generally a con-
sumer will say yes, come in and install it. And if you've
got the skills and apply them, most consumers will
make a decision and not feel bad if at a later date they
nd they've paid $100 or $200 more," he says.
"Most people don't mind paying for knowledge. We
all go down to a retailer to buy a TV or a fridge, and
rarely do we walk out with the cheapest."
The Alliance Pool Group
The Alliance Pool Group is a retail network established by AstralPool Australia
with 123 stores from all over Australia. It was initially set up to improve As-
tralPool's penetration into the retail market, but quickly developed into a real
network, with members feeding back the challenges they face and ideas they
have for products in an open and transparent relationship, and at the same
time networking closely with other Alliance shops in other states.
A key element of the Alliance stores is the online strategy called Application,
"It became very clear to us through the Alliance Group that ecommerce was
a real problem and they felt threatened by it. We then implemented an adver-
tising and promotional policy about the way you have to treat our goods when
you advertise them," says Wallace.
He says that policy led to a drop to "almost zero" of sales of AstralPool prod-
ucts via specialist online ecommerce businesses -- that is, those that aren't in
the pool industry but just happen to trade in pool products.
With the Alliance model, consumers can go online to find a product, but then
the sale and installation is handled by a bricks and mortar pool shop. It gives
the consumer the security that it is being handled in a professional way and
installed by a professional.
"To get a product installed and working properly and to last for its intend-
ed life, and not have a claim under the ACL, you need to do three things
properly," he says.
"You need to have the right product for the right application. You need to have
the product installed correctly, so it's not going to fail soon or affect the other
components in the system. And the consumer needs to understand the prod-
uct's limitations and expectations. What is the product going to do? How long
is it going to have to operate to do that? What are they going to need to do to
maintain it? And you can't do that with a cash and carry sale over the internet.
"From our perspective it's really important that when a consumer buys one of
our products, they talk to the retailer, the retailer ascertains those three things
and explains that to the consumer. And once that happens you get a product
that's in there, works well, does what the consumer expects -- because you've
already told him what to expect -- and it lasts for the intended life."
"The health of the pool industry
essentially relies on the health
of the retailers."
August/September 2015 SPLASH! 41
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