Free Sales Training Article For Water Equipment Dealers -  Making It Easy For Customers To Buy

By: Carl Davidson  

My wife has developed some big foot problems, not that her foot is big but her problems are, so we were sent to a foot doctor. The doctor we were sent to was in an office on the second floor with no elevator. We couldn’t believe he would make his patience limp up the stairs, so we cancelled and went to another foot specialist. This one had no parking (so you had to walk or hobble a few blocks). It struck me that these doctors were not thinking of their patients and make it hard to deal with them. Let’s take a look at your dealership and see if you are making it as easy as you can for customers to buy from you and how you can make it easier for them and more profitable for you. 

Take Orders & Appointments On-Line 

It’s a busy world. We suggest you take orders for salt, delivery, filters etc on line. You don’t need to invest in a full e-commerce site. You can set up a button with an email form they fill in saying what they want. You can follow up with a call or deliver and pick up the payment. I bought my last car from a dealer who offered on line appointments for service. It wasn’t the only factor in my decision but it was an important convenience. 

Remind Customers Of Filter Changes 

Over the last few years I have moved a lot and I have bought probably 5 R.O.s from different dealers. Each one of them said they remind you when your filters are due for a change but not one has ever contacted me. Make it easy for your customer to buy. Remind them of filters, resin cleaning and anything else you can do on a regular basis. 

Stickers On Equipment 

Many dealers forget to place stickers on the equipment they install. When a customer needs to call you, how do they remember your name and number? Make it easy by placing large stickers on each piece of equipment that has your phone number and other information. 

Train Staff To Offer Something New Every Month 

Our industry is populated by a lot of people who seem to think once you have bought, you are done and will never buy again. We suggest that to make it easy to buy, you train each member of your staff to be excited about a couple of new or different products every month. Teach them how to introduce these products , their benefits and why the customer needs tnem. These items could be things like: 

• A cooler cleaning system 
• Resin cleaning 
• Leak detectors 
• More soap (if they got some when they bought 5 years ago, they may need more) 
• New equipment – people are used to upgrading to new models if you ask 
• An outside spigot bypass 

And much more. Talking about these items is a service to the customer and makes it easy for them to get what they want….better water. 

Carry Salt & Water 

The dealer I bought my softener from does not deliver salt. Every time I do remember to buy it, my back hurts for a week from carrying it. Do you offer to carry salt and fill the bin? I would love to pay extra for this service…especially if you called or emailed to remind me I was about to run out. 

Sell Items For Every Home & Price 

“Can you believe the idiot who just called, he only wants to spend $100.00 and he doesn’t even own the home. What a waste of time”. It is a waste if you don’t make it easy to buy. Perhaps we could have sold that caller a shower filter and a countertop kitchen sink filter. Perhaps we could have got them to spend $200or $300 if we showed them the benefits and put it on a credit card so it was easy for them to buy. 

Offer Financing & Payments 

Many dealers tell me they don’t offer financing. Some say everyone pays cash in their town. All I know is that the ones who need financing aren’t going to tell you. They will say they will call you later or that they have to check with their uncle. Not many will say, “I want it but I don’t have the money”, so no one knows how many sales they lose by not offering financing. Financing make sit easy to buy. You will always have price and closing problems when you say the system is only $3,995. but, you make it easy to buy when it is a low $75.00 per month. 

Offer Rentals 

Statistically speaking, 28% of all the people you talk to about equipment will only rent. If you only sell, you are not making it easy for them to buy. The people who will only rent include: 

People with shaky credit 

People who are in your area temporarily (like military or contractors) 

People who did not believe your presentation enough to buy

Ask On Install For More Options 

Train your tech to ask customers to buy an extra item on delivery. If they just bought a softener, it’s easy for the tech to say, “Where do you want your drinking water system installed?” When they say they didn’t get one, he offers it. You can use this technique to make it easy for your customer to buy something extra on every install.

Be Open When People Shop 

An important way to make it easy for people to buy is to be open and have your best staff available when people buy. When is that? Evenings and weekends. How will they call you during the week and during the day while for the buying times, not a service man who hates talking on the phone or is untrained. 

There are a few ways that make it easier to buy. They also make it easier and more profitable to sell. I hope you will examine your operation and see if you are easy to do business with. I know you will profit from the effort.