Gain Knowledge To Sell More Pools

1. PLEASE HOLD ON…WE WILL BE STARTING SHORTLY

5. Even if you are selling all the pools you can handle…

6. Summary of the
U.S. Swimming Pool and Hot Tub
“Non-owner” Survey
Report: IRL65
Conducted by:
Duluth, GA
(770) 931-9677

7. NOTE: 46% indicated time to maintain or cost to maintain
As their reason for not wanting to own a pool

9. Market Forces
Impacting the Pool Industry
September, 2012
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION
This document contains confidential, proprietary and trade secret information of American Express
Travel Related Services Company, Inc. (“American Express”) and its subsidiaries and affiliates, and must
not be disclosed whole or in part to any third parties without prior written consent of American Express.

10. Results Sponsored by
10

11. APSP Research Program

A commitment to staying informed and ahead of member
interests and questions

Nearly 7,000 interviews updated annually
Qualitative
Exploration
6 Focus Groups
2011 Quantitative
Market Assessment
2500 Interviews*
Quarterly Tracking
3000 Interviews
among Top 10% of
HH Incomes
$100K+ Discretionary
2012 Quantitative
Update
1,300 Interviews*
*Among pool and hot tub owners, prospects and rejecters

12. Pool Negatives – Prospects Wary of Costs
q26 - Please read the following statements that may or may not describe how you feel about in-ground pools. Using the 5-point scale
below, please select the response that best indicates how much you agree or disagree with each statement.
Owners
Prospects
Pools are too expensive to maintain
52%
48%
Maintaining the correct water chemistry in a
pool is a hassle
50%
55%
Pool maintenance is very burdensome
50%
59%
Pools get boring
27%
25%

13. Barriers for Purchasing a Pool
Primary or Secondary Barrier for Prospects
Total
A pool is too expensive to install
75%
Concerned a pool would be too expensive to
maintain
62%
I am waiting to see if the economy becomes more
stable/improves
54%
A pool uses too much energy/electric bill will increase
52%
Concerned a pool would take too much time to
maintain
52%

14. MORE WORK AND MORE TIME LOST…

15. Looks like a
robotic
cleaner was
here…
NOT!

16. Maintenance, both in terms of time and cost, remains
the biggest obstacle to purchase consideration
Despite numerous advances in technology and water chemistry maintenance
many homeowners still see pools as a potential maintenance hassle.
OBSERVATION
Your sales presentation better include a discussion about the options
available to significantly reduce the time a homeowner will spend on
maintenance, as well as ways to reduce the costs of maintenance.

17. Need to Build Awareness of Pool Features and Upgrades
q41P - How familiar are you with each of the following pool features or improvements listed below?
q42P - How interested are you in purchasing each of the following pool features or improvements listed below?
Familiarity
(Ext/Very)
Pool Features and Upgrades
Among Pool Owners
Owners
Automatic Pool Cleaners
Automatic Pool Controls
60%
47%
Purchase Interest
(Ext/Very Likely)
Prospects
38%
32%
Owners
45%
32%
Solar Swimming Pool Heaters
41%
32%
38%
LED Pool Lighting
39%
33%
40%
Natural Salt Chlorination Systems
Natural Pool Sanitation Systems
Low NOx Emissions Heaters
33%
24%
19%
34%
28%
22%
33%
29%
28%
Prospects
72%
58%
61%
54%
62%
54%
47%

19. What is the single most important
thing you need to effectively sell
In-Floor Systems?

20. 100% conviction and
complete confidence in
the product …
(and a positive mental
attitude always helps!!)

21. Sales is where the rubber of
your conviction meets the road
of your customers perceptions.

22. KEY SELLING POINT


Get agreement from the customer
that they are interested in minimizing
the time they spend
cleaning, brushing and maintaining
their pool.
With peoples hectic schedules these
days would they rather spend time
enjoying the pool or working on it.

23. IN-FLOOR SYSTEM BENEFITS


This is still a referral business. People who “love” their
easy to maintain pool will promote your company!!
Unlike robotic cleaners, In-Floor Systems clean the
entire pool (and spa); the
floor, walls, steps, benches, spa, catch basins, etc.

99% cleaning guarantee – we stand behind it

Lifetime Warranty on cleaning jets

24. IN-FLOOR SYSTEM BENEFITS




Your pool will be more aesthetically pleasing – no
unsightly hoses to ruin the view.
Virtually invisible and flush with your pool surface
when not in operation.
Your pool is always “swim” ready – no robotic
cleaner and hose to remove from the pool.
Your spa is always “mood” ready. No waiting to
clean a dirty spa.

25. PARAMOUNT BENEFITS


Paddock’s pool building heritage – thousands of
pools built since 1958
Paramount’s long history of innovation – since
1964, numerous patents held and pending

World’s #1 In-floor Cleaning Systems Company

99% Cleaning Guarantee

Made in America

26. In-floor Basics
The heavier debris caught by MDXR3 will be transported to the
Lighter or and circulation jets, which attowards flush with the surface of
Cleaning suspended debris may rise rest sit the surface where the
optional Debris Containment Canister where the debris can be easily
skimmer will remove it. by the hydraulic water valvebe removed by the
the pool, are activated Heavier sunken debris will and rise slightly to
removed and not interfere with the pump and not put any pressure
MDXR3aactivepressure stream of water in a controlled sequence.
deliver high main drain.
burden on the filter.
All that’s left is a clean pool to enjoy!

27. A Paramount In-Floor System =
A more “Eco-Friendly” Pool

28. IN-FLOOR SYSTEM BENEFITS
Enhanced Water Circulation



Returns the water to the floor and mixes the entire
pool better because of the action of the cleaning
jets, improving the turnover rate of your pool.
Increases the effectiveness of your sanitation system
which reduces chemical consumption (and cost).
Warmer surface water, and heated water is returned to
the floor which reduces your heating costs.

29. Typical Pool
Clean warm water is typically returned 100% 9” below water line
Disadvantages:
Heat immediately rises and is rapidly lost due to surface evaporation
Chemicals are affected by sun’s ultra violet rays reducing their effectiveness
This leaves the rest of the pool potentially
under-circulated which can result in
bacteria and algae growth, as well as
warm and cold spots.

30. In-Floor System Pool
Returns the water to the floor and mixes the entire pool better because
of the action of the nozzles, improving the turnover rate of your pool.
Advantages:
Bottom to top circulation penetrates all layers of water contaminates
(floating debris, body oil, dirt, and bacteria) which reduces chemical
evaporation and cuts chemical consumption.
Eliminates “cold spots” and turns your pool into a passive solar-heated pool
extending swim season
Heated pools enjoy greatly reduced operational costs
No cold areas in the pool.

31. Should be offered on EVERY POOL!!


If you gave a convincing, knowledgeable
sounding presentation they won’t want to
have a pool without an In-floor System.
If you got an agreement on the maintenance
concern up front - there is no reason not to
include it in the proposal.

32. The price concern…
– Budget Issue (Do they really know what they will spend).
– Take the investment for an in-floor system = $6,000
– Deduct $1000 for a robotic cleaner = net increase of $5,000

33. Paying for the pool usually involves financing
How did/will you pay for
installing pool
Prospects
Financed/will finance it
33%
Mix of financing and cash
41%
Pay in full with cash that I saved
saving
Some other way
24%
1%
44% have dipped into their pool
savings to cover other
expenses

34. The Investment…
RE-FI or Mortgage example
– $5,000 investment
– $5,000 on a 30 Year Mortgage at 3.5% interest = 22.00/month
– Deduct the tax savings (25% bracket) = $5.50 savings and a real
net payment of $16.50/month

35. The Investment…
Unsecured Example
– $5,000 investment
– $5,000 on a 7 Year loan at 9% interest = $80.00/month
– What is your prospect’s time worth?
– Paramount Capital – www.newpoolfinancing.com
Scott and Donetta are a great resource

36. Things Pool Shoppers Think are Done Not So Well
Attributes Receiving Weaker Ratings
(Past 5 Year Pool Shoppers)
Sales people have strong client service skills
Is 'in touch' with its customer base
Attractive store front/presence (from the road)
Leverages technology in sales/product demos
Sales people have your best interest at heart

37. Trusting Less/Searching More
%
85
Rely less on
salespeople
today than in the
past
%
2
Trust the advice
they receive from
salespeople
Source: Affluent Attitudes Towards
Salespeople, Harrison Group, 2010
37

38. There are “FIVE THINGS A PERSON HAS
TO BELIEVE TO BUY NOW”.
That you are a trustworthy individual. They must believe that not
only do you care but also that you are competent.
That the price is fair for the value. Not that it is the cheapest price
but that it is a reasonable price for the perceived value.
A belief in the company. That the company will do what the sales
person represents it to be capable of doing, that it will stand behind
the product, basically that it will be there for them and not try to
take advantage of them.

39. There are “FIVE THINGS A PERSON HAS
TO BELIEVE TO BUY NOW”.
That the product meets their needs. As a sales professional your
mission is to show the customer the important considerations in
purchasing a pool and how your “product” (the sum of your pool
features and services provided) will best meet their needs.
There has to be a reason to buy TODAY. This is where many
sales are lost. Sometimes it can be as simple as asking for the
order. It could be an impending event, a sale or special offering,
or just a reminder as to what prompted them to think about
buying a pool in the first place.

40. www.1paramount.com
• There are some great resources available on Paramount’s
website that you should not hesitate to use.
• We’ve recently done all new consumer videos which are
featured near the top of each system page.
• We offer a branding program for builders. Contact Sam Wong
at Paramount for more information.
• We’ve restructured the system pages and they now include
short videos on how the systems work, circulation
benefits, enhancing a cleaning system with SwingJets.

41. bburt@1paramount.com
buzz@1paramount.com