Water Technology - Jan 2012

COVER STORY Some of the marketing messages and media sources that will surely help light up sales this year 14 Water Technology January 2012 problem will result in exceeding the customers expectations This provides an opportunity for the best form of marketing The referral notes Patrick Ford Hellenbrands national sales manager Expanding your business Who competed with traditional water treatment dealers in 2011 According to our annual Benchmarking survey which was published in its entirety in the July 2011 issue dealers top three competitors included Big box stores or other home improvement retailers 45 percent sales direct to consumers over the Internet 36 percent and service companies in other industries 31 percent Most of these competitors as well as others cited in our survey have a commonality Water treatment is not their core competency So did successful residential and or light commercial water treatment dealers focus on core competencies or did they diversify their businesses in 2011 Dealers who diversify their business mix have been more successful in many cases than those who have been singly focused in past years says Curt What do buzzwords mean to you Do these trendy marketplace words intrigue you challenge you or incite you in any way Well regardless of what you think of our industrys most common buzzwords from year to year these words are the difference in whether you are adding to your successes in 2012 and beyond or not With an increase of traditional and untraditional competition water treatment dealers who specialize in selling point of use POU and point of entry POE equipment need to stand out in a crowded field of competition Additionally how customers view and shop price points nowadays is much easier than it was even 12 months ago With technology changing at such a rapid pace can you really afford to take the wait and see approach to sales and marketing anymore The good news is that there is market optimism leading into this year With POU equipment poised for significant expected growth water treatment dealers are wise to promote specific marketing messages buzzwords and know exactly when and where to place those messages Implementing solid business strategies also continues to be of utmost importance Innovative products with outstanding service and support from the dealer at a fair price point with an additional emphasis on educating the consumer completely on the solution to their particular water By Rich DiPaolo Editorial Director MORE INFORMATION For more information on this topic go to www watertechonline com and enter keyword s Marketing online social media dealers