Previously, we touched on the first step to getting potential customers to read your email marketing campaign: avoiding the spam folder. The subject line and preheader text are vitally important to deliverability, but there’s more. Allison Reynolds, co-founder of The Get Smart Group marketing firm, oversees email marketing campaigns for its clients. She says the…
One of the less appealing aspects of running a business is firing employees. Not only can the confrontation be risky, but there is also the chance the employee will pursue a wrongful-termination lawsuit. However, the right steps can ensure you can not only let the employee go with professionalism and respect, but also protect your…
An increasing number of commercial pool owners are requiring any service profession who offers pool maintenance to carry liability insurance. As the exclusive insurance provider for the Independent Pool & Spa Service Association since 1981, Ray Arouesty, J.D., senior vice president of Arrow Insurance Service (a division of HUB International Insurance Services, Inc. in West…
Testing water quality is a constant for pool service professionals. What is not constant, however, are the testing methods or the results. A few pointers will ensure an accurate reading on the pool water, starting with a reliable test kit. Greg Garrett, director of technical services for the National Plaster Council and Association of Pool…
Most company owners spend more time planning their vacation than they do planning for the growth of their company. Let’s take a fictional family vacation and draw a few comparisons between vacation planning and business planning. Let’s assume you live in Winston-Salem, N.C., and you are going to drive to Fargo, N.D., for your family…
Looking back What kind of a year 2015 was for you, and why? “Very slow with pool installations due to the weather. People don’t buy pools if it’s not hot enough to swim!” — Doreen ZettleBZ Pools & Decks Inc.Johnstown, Pa “Moderate growth, improved margins, lower operating costs, and higher net profits were slightly offset…
When Tim Murphy started his pool company in 1991, Maricopa County — which includes the Phoenix metro area — issued 8,000 pool permits. Presidential Pools and Spas at one time had 350 employees, 10 dump trucks and almost as many shotcrete rigs for its in-house crews. It built 2,200 pools in 2006 — 10 percent…
Zodiac Pool Systems claims its iAquaLink controller system is the most intuitive, easiest to use pool controller on the market. “iAquaLink 2.0 took a major step forward in terms of ease of installation and connecting to the home owners Wi-Fi network,” says Dave Goldman, Zodiac’s director of product development. “We’ve also been working with several…
Part of being a pool service professional is to make customer recommendations that result in optimal operation of their facility. Commercial pools burn a lot of energy making the water pristine for patrons. However, if the parts and chemicals aren’t working efficiently, your customers are likely wasting money. “Pool service companies should be auditing facilities…
Let’s say you walk into an auto dealer to buy a new car. You find the model, color and features you want, and the price is right. They even have the very model you want in stock; it just needs to be prepped for delivery. You can’t wait! You can already smell that shiny leather…
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…