I’d like to ask you some questions: How’s your online marketing these days? What about your website? Is it delivering all the customers you can handle, or is it more like an online brochure? While we’re at it, let’s talk about your presence on social media — or should I speak with your social media…
Previously, we covered finding an email service provider (ESP) for your email campaign and some available options; now you need a strong list of contacts to receive this marketing — in their inbox, not the spam folder. First, implement email list-building tactics. “The best thing you can do is put a signup form or an…
I have been working with contractors throughout the trades for more than 27 years, and I have watched a lot of once-profitable companies go out of business. The process of going out of business is gradual, often taking three to four years, and most don’t even realize they are in trouble until it’s too late….
Do-it-yourself websites and television shows give homeowners the misconception that every project is compatible to their skill sets, including maintaining a swimming pool. Increasingly, homeowners are attempting to clean, chemically treat and even install new equipment on their pool without the aid of a professional. While some individuals can handle this, many soon find it…
Not following the payment structure I described in part three of this series can cause you big problems. Customers who deviate from this will cost you a lot of money, not only in not getting paid but also in attorneys’ fees. In your sales contract, add a binding arbitration clause. People argue this with me,…
When Zodiac designs a product, Steve Gutai, director of technical sales and marketing at Zodiac Pool Systems, says it does so with three markets in mind: consumer, pool builder and service technician. The company’s new closed-combustion chamber heater, the Jandy JXi, which the company released this spring, benefits all three groups equally, Gutai says. “The…
Membrane Concepts in Massachusetts is one of a handful of companies in the nation that installs custom 60 mil PVC in-ground pool liners. Owner and general manager Ron Melbourne has three employees who travel all over the nation together installing pool liners. All of them say they couldn’t be happier in their jobs and having…
If the majority of your workday is spent planning pool service routes, it may be time for a new strategy. Depending on your needs and budget, there are a variety of ways to effectively retool your service routes. What the Process Looks LikeDan Lenz started working for All Seasons Pools, near Chicago, in 1987. He…
Every company has some version of MSP — marketing, sales and production — and it is an extremely valuable tool. However, few use it in the manner I am about to describe, and I think we are often doing it all wrong. Most companies spend money advertising, then they or their salesperson runs to the…
With today’s technology, no one should struggle to maintain proper pH levels in salt-water pools. After traveling and listening to pool professionals complain about high pH levels, I’m surprised more people don’t know major manufacturers have pH control systems that test the water as the pool is running and dispense acid as needed for proper…
If you are a contractor, your world turned upside down in 2008 and 2009. The housing bubble burst; new construction dried up; unemployment went to 10 percent; and consumers stopped spending money. Unless you sold your business for millions before this happened, your company was affected. Most everyone has heard the definition of insanity: doing…
The most successful email marketing campaigns are done through software or a service that not only allows customization of a top-notch digital presentation, but also captures data to follow your ROI and aid in making leads into customers. Here are a few of the programs available to assist your efforts. benchmarkemail.com Base Price: The free…