“I SAW THAT ONLINE FOR A LOT LESS.”
Each one of us going out on sales calls has heard this from customers. Over the past five years, the swimming pool industry has dealt with underpriced Internet items and improper installations. Pentair, one of the leading manufacturers of swimming pool equipment, recently helped level the playing field for pool builders, pool-service companies and retail companies trying to compete with Internet pricing.
Several months ago, I installed a heat pump. When I opened the warranty card, I didn’t recognize it. As I read it, however, I realized Pentair had handed me a golden ticket. I’ve been lucky to have great customers, but every now and then I get a customer who complains about my prices compared to what they saw online. Several days ago, I went out to sell an EasyTouch automation system. When I gave the customer my price, their jaw nearly hit the deck: They told me they were online the night before researching automation and saw a much-lower price. I pulled out a copy of the new warranty card and calmly explained that if they bought it on their own, they would have only a 60-day warranty if they installed it. Pentair even has a section on the warranty card asking for a copy of their invoice, the name of the installer and proof of the company they bought it from. As my customer read the copy of the warranty card, not only did I see the fear in their eyes from a small warranty on such a huge investment, but I also quickly regained control of the meeting. I explained there would be a one-year warranty on the automation if bought through and installed by me, I told them if they bought a new pool pump and filter, the warranty would jump up to three years. “How soon can you install all the equipment?” were the next words I heard.
There are a lot of tools in my truck, but I never thought a copy of a warranty card could be one of the most powerful.
In my years as a contractor, I’ve built strong relationships with my manufacturers and supply houses. If more manufacturing companies do not get involved as Pentair has and we continue to allow Internet sales on major equipment, the industry could implode. Imagine if a homeowner installs the wrong pump or wires, and someone gets seriously hurt. Supply houses and pool-supply stores will go out of business if the manufacturers and distributors don’t police the industry. I need my relationship with the supply house and manufacturer so I can return something on the spot and take care of my customer. I don’t have time to send a product back to who knows where, then wait two or more weeks for delivery. Talk to your customer about costly shipping fees. I’m not paying when something goes wrong — they are. My reputation is built on professional installs and quick response times when something goes wrong. The Internet can’t provide that for my business. Educating your customer about the trouble with Internet sales should be part of all builder, service and retail companies. Don’t get in an argument — just calmly explain and hand them a copy of the warranty card. Recently, we laminated several warranty cards and put them in all my trucks, so my staff can show customers who mention Internet shopping.
Will other companies follow? I don’t know. But Pentair is helping our industry and putting us back in the game.
