One of the many lessons we learned from COVID-19 is that companies that didn't adapt to change went bankrupt or disappeared. Recently, there has been talk about whether we are facing a mild recession or the possibility of a more severe one. Regardless of what happens, as part of the pool & spa industry, we must be prepared for it.
In this guide, you will find seven keys that can help you to boost your sales strategies and promote your business in the pool and spa industry during a down market:
Don't Forget about your Existing Clients
The upsides of connecting with local swimming pool or spa owners are many:
Exceptional Customer Service
One "old-fashion" branding strategy that will never go out is providing excellent customer service. This tactic strengthens the bond between your client and the business. Besides, a great experience might lead to a favorable word-of-mouth recommendation.
Customer Retention Boosts Loyalty
Offering rewards to your clients shows your appreciation and can encourage them to refer your business to their friends and family.
Built Strong Networking Relationships
Networking is a branding tactic that has remained effective through the ages. Attend pool and spa events or conferences and prepare your best pitch. It is an opportunity to learn about new technologies in your field. Also, connecting with professionals opens doors to potential partnerships and generating leads.
Strong Digital Presence Matters
A solid online presence is essential for any business, especially in the spa and pool industry. Statista said there were 5.3 billion Internet users worldwide in 2022, "up from 4.9 billion in the previous year". Having a digital presence provides a fantastic opportunity to engage with your customers.
By establishing a solid digital branding strategy, you interact with your target audience through multiple channels such as social media platforms, email marketing, websites, chatbots, and online ads. This approach lets you promote your pool and spa services to buyer personas.
<q>Tip: It's important to align your digital branding strategy with your company's goal and audience. You can create a consistent strategy and build a strong online reputation by accomplishing this. <q>
Leverage Digital Advertising
An essential aspect of your selling strategy includes paid media which involves digital advertising tactics allowing your business to reach a wider audience, track your ad performance and optimize your campaigns accordingly to your goals.
Assure your specialist team:
- Set your business goals.
- Calculate your campaign budget.
- Define your target audience.
- Choose the correct marketing channel strategy (Omnichannel vs. Multichannel).
- Pick the lead magnets.
- Create compelling ad content.
- Monitor and optimize your campaigns.
Future is Now in Pool & Spa Industry
We must understand that Artificial Intelligence (AI) technology is present, so here are some ways you can take advantage to boost your pool and spa business.
Personalized User Experience & Predictive Maintenance
One of the great benefits of using AI tools is the possibility of generating customer data for your pool and spa company. With this information, you can analyze and create targeted marketing campaigns more likely to drive leads and boost sales.
But that's not all. Some AI tools can analyze data from your pool and spa equipment to predict maintenance needs. By addressing potential issues early on, you can prevent costly downtime for your customer.
Inventory Management
Making the most of your resources while tightening corporate operations is essential during economic downturns.
You can benefit from the AI tool by optimizing your stock levels and ensuring you have the right products when your clients need them by evaluating the data from your inventory, which enhances your cash flow and reduces waste.
Chatbots and Virtual Assistants
While virtual assistants (VA) have been around for a while, AI technology has meaningfully improved their assets. Businesses can use VA on a larger scale to provide superior and affordable assistance to clients on particular topics. It can be advantageous when staffing may be limited, allowing for efficient customer service even during reduced hours of operation.
Invest in your Team
Staying positive and avoiding a negative approach can be challenging during a recession. Knowing your team and assessing its strengths and weaknesses is essential to succeed. As a leader, you need to ensure that your team is well-trained and equipped to handle customer inquiries by:
- Identifying roles on your team to distribute tasks.
- Providing training to keep your team updated and prepared for different situations.
- Equipping them with the right tools, such as HubSpot CRM, which helps schedule appointments, manage customer information, track interactions, and analyze data to boost sales.
- Ensuring that your team knows the profiles of your leads.
- Assessing their performance and giving feedback as needed.
- Keeping them motivated as they are your driving force.
"Remember, sometimes you should give feedback privately and focus on improvement areas."
In summary, implementing these strategies can help you grow your spa and pool business during a bear market. However, evaluating, budgeting, and implementing the process is essential to ensure your company in the spa and pool industry adapts to the customer's changing needs.
