You have to show them if you want to sell them, right? This old saying applies to everything from swim spas to fire pits to casual furniture. But does a direct experience with a fiberglass swimming pool influence a customer’s decision to purchase?
The new Pioneer Valley Fiberglass superstore in Westfield Massachusetts is based on this obvious truth. The six models are displayed in a comfortable vignette, allowing customers to get a feel for the pool before they buy it.
The decking can be touched with their toes and they can feel the water. They can see the reflections sparkling in the sunlight, and they can hear the gentle whirr from the VSP included with the package. The builder will also clearly display the product prices on a placard at the poolside. This gives the impression that the builder is serious about the deal.
Clancy Kaye, a Pioneer Valley owner for 15 years, had the idea of a fiberglass park. Clancy Kaye had a vision of customers strolling in the sun, dipping their toes and fingers into fiberglass pools, sitting on Adirondack chairs and smelling barbecue.
I was thinking about something like an automobile dealership. “I was thinking of something similar to an automobile dealership, right?
Kaye drew some pictures and ruminated a bit. Years passed. The idea persisted, but the business thrived. The fiberglass category was growing steadily and the pandemic outbreak was in full swing when he decided to give it a shot.
“I said, Let’s build it. We’ll put six fully-functional pools with different hardscapes in the ground. They will all have automatic retractable covers. When people visit, they can get answers to their questions about pool color, style and other things.
What if you come out?
By forcing customers to visit the store, the genius behind the idea is to 1) qualify leads automatically and 2) simplify and shorten the sales process.
By traveling to the superstore of their choice, the customer has already invested a small amount. So to speak, they’ve already placed their bet. They have spent an hour or more of their precious time and probably some gas.
Kaye recalls that “over the years, people have called and said, ‘We would love to see you come out. “Well, I would love to have you out.” I thought. We cover a large area and driving takes hours. So why not come here and we can talk about our beautiful swimming pools? I feel that if he pushes back on it, he may not be motivated enough.
If someone says “Geez, you’re going too far!” Sorry, (laughs), but it’s likely too far for us too. “You can’t go criss-crossing the state and running yourself ragged to please people who don’t really care.”
SIMPLE SALES
It answers many questions without using words. The pool configurations are displayed so that customers can gather information using their ears, eyes, nose, and fingertips. With a price on each pool, you can also shorten the money dance.
Kaye says, “We think that the faster the customer gets a price the better.” “I think customers appreciate it.” If I was shopping for a new car, I would go to a dealership where I could see the price of the vehicle. I don’t want to have to wait for the guy to say, “Well, let’s check with my manager.” (laughs)
“I find that very powerful. Let’s rip off the bandage when it comes to pricing. “Let’s not mess around, just tell the price.”
Each pool has a placard in front that describes the pool type, size and also the pricing for options, line by line.
“I think that’s very powerful. When it comes to price, let’s just rip the bandaid right off. Let’s not screw around — just tell them the price,” says Owner Clancy Kaye.
You have to see it to sell it
Salespeople know that seeing the product is more powerful than catalogs, videos, and advertising. Human brains are hardwired to prioritize physical presence. The more physical products you have, the greater the impact. This is why spa stores, grocery stores, and dealerships that have full shelves and lots of products sell more.
This phenomenon is at play in the Pioneer Valley Superstore where it encourages customers to purchase. Kaye believes that live product demonstrations are helpful, particularly with expensive upgrades like automatic pool covers. Massachusetts is among the states that allow an automatic pool cover to replace a fence under local building codes. This makes it more attractive financially, and the demonstration unit gets people talking.
When people are standing next to a pool and Tyson [director for sales Tyson Chamberlin] presses the switch, the pool will be uncovered in just 35 seconds. The pool is crystal clear and pristine. They’re all like, “Oh, yeah, that’s what I want.”
“That immediately starts the conversation: “The automatic pool cover costs 18 grand. But look, you would probably spend 10,000 on a fence. The $10,000 deposit is now applied to the 18 grand cover.
“Having them right there in front of you makes it easier for us to sell these things, water features, and everything else we have available that people can use as inspiration. It’s an organic discussion. It helps them to make a choice.”
Automatism and equipment are the same. The pool park has all the details of the purchase that would normally be described verbally or visualized on a computer.
People often ask about the size of the equipment pad and the sound level of the pump. We can show you:
Can you hear it? This is the variable-speed vacuum pump.
‘Geez, I can’t even hear it.’
‘That’s right. That’s what I meant.
“Automation works the same way: Let me take out my phone and show you how to start these water features right here.”
Customers can compare a variety of hardscapes firsthand to help them make a firm decision.
FIBERGLASS: WHAT IS IT?
The Pioneer Valley superstore represents a natural progression of the fiberglass market, which has grown steadily for many decades. The volume and installer expertise were not available at the turn of this century to install zero-defect swimming pools in a timely manner. Builders have perfected a process for delivering an attractive, reliable fiberglass pool.
Chamberlin says, “The guys make it all happen.” Without a team of great installers and support staff, we could not do it the way we do. They are very proud of their work. They work long hours and are very hard workers.”
Kaye says, “Fiberglass is so much better than it was when I first started. There are many more shapes and sizes available now. It also has features and benefits that were not there before.” They have changed dramatically, and this has changed the way people view fiberglass pools today. We can build a pool that is as good as any other.
Its unique features are responsible for the rapid growth in market share of the fiberglass category. Fiberglass pools are easier to install, more affordable and standard than other options. Fiberglass is a great choice for superstores because it can be manufactured and standardized. This makes it an excellent value proposition. You can get a beautiful pool at an affordable price, quickly. When the pool park streamlines sales and specifications, this strong feature becomes even more attractive.
Outdoor kitchens, sunshelf loungers, landscaping and equipment pads (at left in picture) offer customers all the sensory details of the outdoor living experience.
