3 Marketing Lessons From Building a Pool
They just started up my new pool for the first time today. And before anyone asks, it is actually cold even in Florida right now, but it is supposed to be back up in the 60′s and low 70′s the next few days. So I’m NOT going in it right now.
Whenever I make any big purchase I always think back over the buying process – and what felt right or wrong about everything.
It’s good practice because all of us like to think we’re such “logical” buyers, but we rarely are. We’re emotional…and emotions influence every buying decision, large or small. I suggest you do the same. Examine during and after buying how you felt each step in the process.
Lesson #1: Trust and Credibility is Key
We were new to the area when buying our pool and no one we knew had a pool built recently. So direct referrals weren’t possible. How did we choose a pool company?
We collected all the possible companies in the area. Step one was to do my online research looking for complaints. It’s surprising just how many there were against some companies. Very quick way to eliminate the majority of possibilities.
Next step – I eliminated every single company that “hid” their prices. My feeling was anyone who would be price competitive at all would have at least a basic price list to start from. Without fail in my past experience, contractors who said they only did “custom work” with no starting points were overpriced.
At this point there were only a couple left to choose from. They each came out, gave quotes, and we choose one. At this point it was almost all based on the emotions of knowing, liking, and trusting them. Of course we looked at the other work they had done, but as much people don’t want to admit it, it was about who “seemed like they would do the best job.”
The question for us is how well are we managing our online credibility. Before someone buys from you, it’s likely they’re searching your name and company name. What are they finding out? Is it good? And then do you also make it easy to buy from you or is a complicated process?
Lesson #2: Every Customer Contact is Important.
It’s interesting, but I’ve noticed in comments my wife and I have made to others about the builders that the comment we most often make is about the workers. All the workers have been polite in every contact. Any of them has been willing to answer questions…not just the ones in charge. And I imagine I’m a little of a pest because I’m almost always here when they’re working so I do “bug” them at times.
My one complaint about them is they’ve been a little slow at times (they’re working on a lot of jobs at once). But they’ve always communicated well so it is the customer contact that is going to cause me to recommend them to others. Look at how I wrote that “complaint” sentence. I immediately gave them an excuse and reason why they were slow, because I was happy with them personally.
How can you apply the personal touch in your business? And how can you make that memorable even if there are problems somewhere (and there will be problems at times in your business – nothing is perfect)? Personally I can’t think of any company I have an attitude against who didn’t show a customer service problem. Other problems are resolved, but bad contact with the company is remembered.
Lesson #3: Figure out what else your customers want to buy.
The pool builders don’t do solar, but I want solar heat. They should have had a company ready to go that they get a commission or perhaps just cross referrals on. Since they didn’t, I found my own.
It’s the same with the landscaping. The grass needs to be sod and the sprinklers need to be fixed. They suggested a sprinkler company, but that company doesn’t do the rest (sprinklers, sod, landscaping around the pool). So they will lose out here also.
The lesson for us is to make a list of EVERYTHING your customer may buy right before and right after the purchase with you. If you can’t service those needs, then JV with other companies who can. Whether it’s a referral fee or trading referrals, this is a way to expand on your business.
For example, let’s say you do dog training in your local area, you should hook up with pet food companies, pet supplies, vets, dog sitters, and maybe even pooper scooper companies. For your blog, what all are your customers’ buying, and how can you make that buying experience easier and safer for them by helping them select the right choices?
By the way, here’s a quick video of the pool (look at that dirt the line spit out when it started up).
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13 Responses to “3 Marketing Lessons From Building a Pool”
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Terry,
Looks great! We just closed escrow on our new house last night and it has a pool too right next to a beautiful orange tree. I picked 40 pounds of oranges last night and brought them in for clients today. Enjoy the water!
-Robert
Hey, Yoyr pool is very nice.
Iguess that at the present time you have more
free time for to be in your pool.
,injoy your swimming
My big drem is topurchase ayacht.
.
Looks like your off to a great year. Hope the weather warms so that you can enjoy the water. Thanks for the update. By the way with the move to Florida and the fact that you work on the internet and coach has much changed ?
It’s been cold where I live and I could almost “feel” the humidity from the pool room as you walked into it in your video!
And yes…if I were you I’d certainly be setting up office out there some days. That would be a great work environment. Very nice! Hope you and your family enjoy!
Hi Terry,
One of the things about Florida that differs from the north (I’m from New Jersey), companies and individuals move at a much slower rate than they do in the north. I’ve been here since 1993 and not much has changed since them.
That being said, I think the overall lifestyle is a little healthier here than it is in many other places. Some people think it’s too hot, but I’d rather be too hot than too cold any day of the week
Take care and have a Happy New Year in the Sunshine State!
Hi Terry, the pool looks great. And yes those are valuable lessons. Perhaps you have noticed I got myself a new blog. I’m finally going to start using all that great advice I’ve been getting from you about making an online blog succeed.
Building a pool is not an easy task. We built a pool behind the John R. Carlisle Institute research facility for everyone to enjoy in the summer. It took twice as long as expected to install and was 30% over the orginal cost although it ended up being a great pool.
John R. Carlisle
Terry,
2 thoughts come to mind…
First, this post really could act as a mini-lesson how to “Get Chosen” in a competitive service business niche (I especially like the insight into your attitude about their level of upfront price disclosure – It’s an issue I haven’t necessarily found an answer for).
Second, point number 3 reminds me of advice once shared by Jay Abraham – That a business has only 2 functions; to make money and to serve its customers (in any way that they might need service).
Ha ha, cute dog.
The pool is lookin’ good! I have to say, I really liked the way you used offline businesses as an example to compare online businesses. Sometimes, it can seem like a whole different world, so it’s always nice to get some perspective and go back to the basics of putting the customer first, second, and third!
Take care!
~Liz Hastings
Hi Terry,
Just read your training on how to choose a company to build your pool and I think this is great advice that could be applied to almost anything. Thank you for sharing this valuable information with me.
Regards,
Sue Schlaiffer
[...] live in the day of the power of the consumer though. Look at the 3 Marketing Lessons From Building a Pool. I did my homework first, because that information is available to us [...]
I totally agree with you about people who hide their price. What that says to me is “You wouldn’t like our price.” So, if you’re (in effect) telling me I wouldn’t like your price, I move on to someone else.
Unfortunately in some industries EVERYONE hides their price, so you have to waste their time and yours getting quotes in order to find out if you can even afford what they’re selling.
I couldn’t agree more about how to choose any company. Like you, if there’s no price, there’s no sale. I always wonder what else they’re hiding. The other part about finding a way to supply, or refer all the satellite needs, is a very good one.
Making the customer/client happy is very important, and it has to be done honestly. Otherwise, as you point out, the experience reflects badly on everyone. Something a successful marketer doesn’t need.