The start of a new year is a great time to examine our business life as well as other aspects of our lives. I want to encourage you to set your sights high enough in 2011. Those of us who do not plan to change in the coming year are doomed to repeat 2010’s level of success. The first step for those of us who want an increase in sales and profits is to set goals attached to activities and deadlines.
How Big Should We Dream?
What has the greatest impact on sales—is it low price, convenience, saving time or low environmental impact? What is going to get consumers’ attention and inspire them to spend their money? Any or all of the above factors impact sales; however, none are effective without proper presentation. Sales are often made because of a presentation.
Tips for an effective sales presentation
Dealers seem to be of two opinions when it comes to consumer finance companies: some can’t live with them and some can’t live without them. While some dealers thrive without offering any financing, most dealerships could benefit from a partnership with a finance company. Because of the tumultuous nature of the financing market over the past two years, it is understandable that some dealers are wary of finance companies.
But as the economy improves and credit starts flowing again, dealers who embrace financing in this new economy can pull ahead of competitors and close more sales.
Building strong finance company relationships
Al Lozier, CWS-VI, CI, CSR, learned the ropes of a running a successful water dealership from the ground up. He began selling residential filtration systems in 1988, and when his employer offered him the opportunity to start a satellite office the following year, Lozier gladly accepted. The result: Fresh KC Water, Shawnee, Kan.
“We wanted to be the different water treatment dealer—Water Quality Assn. trained, approaching the customer from the service side instead of the sales side and offering products that fit the customer, not the dealership,” Lozier said.
Water dealer builds his business on careful customer service
While it may not seem like it for many of us patiently waiting for the signs of economic recovery to hit us, there have been some positive consequences of the past few years. Most of those out-of-the-garage competitors that low-balled their prices and lied to customers about anything and everything have closed their doors and moved on to other things.
The importance of true professionalism for your staff
Our Industry Forecast on page 5 offers insights from key industry players on the future of the water treatment industry in 2011. Continuing this theme, Water Quality Products (WQP) spoke with 2010-2011 Water Quality Assn. (WQA) President Robert Hague to get his take on the year ahead.
Rebecca Wilhelm: Please explain what you foresee to be the most pressing challenges, exciting opportunities and changes for the market in 2011.
Almost all water equipment dealers offer a free water test. This strategy has been around for about 50 years and it may be showing its age. Is it still working for you? If you offer it on your website, how many people contact you to get one every month? If you offer it on your business cards or in your ads, is it working well or is it something that sounds good but does not bring home the bacon?
Increase the appeal of your free water test
Examining assumptions to realize more sales