MANAGEMENT & OPERATIONS
By Nick Phillips, Assistant Editor
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The economic downturn of the last few years has left most businesses reeling. Water treatment dealers in particular have several negative forces working against them before sales pitches can be delivered to perspective customers. A tainted service reputation (whether warranted or not), cost-cutting com- petition from big-box stores, a consumer credit crunch and a weak real estate market are just a few examples of what dealers are struggling with today. Here are a few ways dealers can overcome these challenges and gain an advantage in this highly competitive marketplace.
How successful dealers stay afloat.
Conventional promotional techniques, such as direct mail and telemarketing, are giving way to new media. “Today’s dealer needs to look beyond the traditional marketing methods to get in the door,” advises Scott Batiste, chairman and CEO of Puronics. “Networking within the community by cross marketing with other home product companies can help generate leads, along with creating a referral program with the dealer’s existing customer base.” Dealers should also remember to take Untraditional marketing In a world where consumers are constantly bombarded with advertise- ments, dealers have to be creative to get attention.
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