If your dealership is struggling to increase sales, generate enough leads, or close deals, you may be wondering what’s going wrong. It’s common for businesses to hit roadblocks, especially when it comes to converting leads into sales. In many cases, the issue isn’t a lack of potential buyers but a gap in the sales and marketing approach.  

If you’re noticing a gap in your dealership’s performance, it could be due to a few essential strategies that aren’t being implemented. We spoke with two sales experts here at Bullfrog Spa who shared valuable insights on how to bridge that gap by boosting a dealership’s presence in a market and how a well-trained and prepared sales team is essential to a business’s success. 

The In-house Experts  

Jim Sueppel, Bullfrog Spas’ Vice President of Sales, has over 30 years of experience in the spa industry. Throughout his career, Jim has worked as a Regional and Sales Manager for several spa brands, developing a deep understanding of what drives success in sales. His proven strategies, honed by adapting to changing market trends and customer behaviors, have helped countless dealers close more sales and grow their businesses. 

Adriann Andrus, Bullfrog Spas Retail Sales Manager, brings invaluable insights to Bullfrog Spas having served as an Operations Manager, Training Manager, and District Sales Manager for a major wireless company across multiple states. Her extensive experience has allowed her to observe firsthand what activities and resources truly motivate and educate a sales team in order for them to be successful. 

Activities to Build Your Prescence in the Market  

Participating in local events, sponsoring community activities, or participating in Bullfrog Spa’s Costco Roadshow Program, may not lead to immediate sales but play a crucial role in building brand recognition and increasing public awareness. By consistently putting your dealership’s name out in the community, you strengthen your competitive edge and ensure that when a customer is ready to purchase a hot tub in the future, your brand is the first one they think of. Over time, this visibility helps build trust and familiarity, which can lead to increased sales and long-term customer loyalty. Here are just a few activities, that according to Jim, can lead to an increased presence in your market that can significantly boost your sales:  

Get Out in Front of the Public: Being proactive in the community can make a big difference in generating leads. Attend local fairs and events, display your spas in local Costco stores, and sponsor community sports leagues. According to Jim, the more visibility you have in your area, the more opportunities you’ll have to connect with potential customers and promote your products. “Pretend you’re a real estate office. Real estate agents never stay there, they are always out in the public creating business. You don’t wait for it to come to you, you go to it.” 

Foster Relationships with Local Companies: Building relationships with local businesses like real estate or construction companies can open doors to new customers. Jim advises offering special deals to their clients can lead to mutually beneficial partnerships, allowing you to reach new audiences and provide value to those looking for a hot tub in conjunction with a new home or renovation. According to Jim, “Sometimes all it takes is buying t-shirts for a local sports team, and letting kids run around with those shirts on all year to get the word out.”    

Have a Promotion Schedule: Having a regular promotion schedule throughout the year is essential. Promotions create urgency and draw attention to your dealership. By offering well-timed sales and promotions, you can capitalize on peak shopping seasons and keep customers engaged year-round, ensuring there’s always an incentive for them to buy. 

Constantly Advertise: Highlight the specific benefits of Bullfrog Spas in your advertising, such as the personalized JetPak Therapy System or energy efficiency and be sure to call attention to any promotions happening at your store in order to draw customers into the showroom. Regular advertising ensures your message is heard multiple times, helping your dealership stay top of mind when consumers are ready to make a purchase. 

Boost Your Online Reviews: One of the first things customers often do after hearing about a store is search for it on Google, making strong online reviews a crucial aspect of business. These reviews are often the first impression consumers get, as they happen before interacting with anyone at the dealership. Try offering incentives, such as discounts on water care supplies, to encourage customers to post reviews or even to become an ambassador.  

Improve Consumer Experience 

One of the best ways to ensure positive customer feedback is by training your sales staff to deliver an exceptional experience, both in-store and online, so consumers are motivated to leave glowing reviews as well as discuss their experience with friends and family. Keep in mind that your salespeople are the face and reputation of the dealership and who your public is interacting with on a daily basis. The activities listed above can become a waste very quickly if consumers do not have a positive experience in your showroom. However, determining what to focus training your sales team on can be an overwhelming decision. Luckily, both Adriann and Jim provided insightful tips (listed below) on how they have trained and motivated many sales teams throughout their careers, and tactics they have seen improve customer experience time and time again.  

Train Team on How to Handle a Lead: It often takes 6 to 7 follow-ups to grab a potential customer’s attention, making it crucial to train your sales team on how to remain resilient and be quick to bounce back. If possible, track how frequently your salespeople are following up to ensure leads are being handled properly, and if not, provide the necessary training to improve their approach. According to Adrian, “A lot of people will status a lead and forget about it after they reach out just one time. That’s not going to do anything for you. Salespeople need to go back and do a follow up phone call, text again with an invitation to the store, and continued touchpoints. Do whatever it takes to get to the point where the customer responds saying it’s not time yet. Essentially, beat your lead to the ground.”  

Teach Them the Difference Between the Showroom and an Event: Participating in community events or showcasing spas at local Costco locations is crucial for enhancing brand visibility and attracting new customers. However, it’s essential to ensure that your team is well-trained for both showroom and event sales. “An event is a completely different type of sale. In a showroom, you are taking your time, you have more materials and spas to work with, and it’s fairly slow paced. In an event setting, things happen much quicker,” says Adriann. “Depending on the event, you could talk to potentially 1,000 people who aren’t there for a spa. You cannot be afraid to talk to and approach people and know what questions to ask to get a customer thinking that perhaps they want to spend their discretionary money on your product.”  

Bullfrog Spas Dealers are able to utilize the Power Per Square Foot Guide, which provides valuable insights on managing parking lot and tent events, to equip their sales staff with the skills needed to engage customers effectively in various settings. This resource can be found in the Dealer Media Library.  

Ensure They Focus on the Value: It’s vital for salespeople to emphasize the quality, unique features, and benefits of a Bullfrog Spa when presenting, as this instills confidence in potential buyers. To achieve this, salespeople should be thoroughly educated on the product, enabling them to articulate its advantages effectively and answer any questions or objections that may arise. By mastering the details, they can engage customers authentically and passionately, standing by the product and ultimately driving sales success. “Get your sales team to the point where they are confident in speaking about the product, its benefits, quality, the brand story, and why these things are so important,” said Adriann. Online product courses are available for everyone at a Bullfrog Spa dealership. To access these courses and get their teams signed up, dealers can speak with their Regional Managers. 

Breakdown Your Promotions: Promotions in this industry frequently include special financing options, instant rebates, accessory upgrades, and more that can often muddle together. It is essential your sales team fully understands the specifics of each offer. Adriann recommends holding a kickoff meeting at least one week before the sale to ensure the team is well-informed and has the opportunity to ask questions about the promotions and what they can offer to customers. “Get in front of the team and say okay here is the promo, are there any questions? Rather than saying okay here is the promo, go,” says Adriann. 

Set Sales Goals: Setting monthly or weekly sales targets can help salespeople stay motivated and track their progress. Clear goals provide a sense of direction and allow you to measure success regularly. It also helps you make adjustments and sharpen your strategy if targets aren’t being met. “I think everybody should have weekly goals, monthly goals, and should have a target to shoot for every month so they know how they are doing,” said Jim. 

Provide Motivation to Meet Sales Goals: Providing incentives for a sales team is an effective way to motivate them to meet and exceed their goals. By offering rewards, you create an atmosphere that encourages team members to stay focused and driven, ultimately leading to increased sales and a more engaged workforce. According to Adriann, it doesn’t take large cash prizes to motivate a sales team.  

“For a past sale I put together Bingo Cards for the team with different types of sales and sales activities. Whenever they completed a sale or did some sort of activity that contributed towards a sale, they would mark it on their card, just like they were playing bingo. For the winners I had $25 gift cards, movie tickets, hats, and more. There was a good amount of participation, everyone had fun, and it was one of our biggest sales periods this year. You don’t need to have great big, huge things to motivate them, little things can go far.” 

Give Them the Tools to Succeed: Equipping salespeople with the right tools is essential for their success in the showroom. From promotional offers and special financing options to point-of-purchase materials, these resources are crucial components of an effective sales presentation. Providing easy access to these tools empowers sales teams to communicate value clearly, address customer concerns, and enhance their overall selling experience, ultimately leading to increased conversions and customer satisfaction. 

Tools  

Bullfrog Spas provides a variety of resources to help our dealers train their sales teams effectively and enhance their marketing efforts. These tools are designed to support advertising initiatives and ensure dealers can engage with the community effectively, ultimately driving sales and brand recognition. Here are some key resources available: 

  • Costco Roadshow Program: This program allows dealers to showcase Bullfrog Spas at local Costco events, providing an excellent opportunity to reach a broader audience. It includes guidance on how to set up and sell in a high-traffic environment.
  • Power Per Square Foot Guide: This comprehensive guide offers strategies for maximizing showroom space and optimizing sales presentations. It includes tips for effective layouts and best practices for engaging with customers during events. 
  • Co-Op Program: Our Co-Op Program provides financial support for marketing efforts, covering up to 50% of advertising costs. This allows dealers to stretch their marketing budgets further and promote their businesses more effectively. 
  • Promotions: Bullfrog Spas offers manufacturer-supported promotional offerings throughout the year and provides marketing assets that allow dealers to easily create marketing campaigns as well as detailed instructions that help ensure sales teams are prepared to communicate the exciting offers to potential customers.

We encourage you to take advantage of the strategies and tools described to elevate your dealership’s performance and achieve your sales goals. By implementing the activities and strategies outlined in this article, you can significantly boost your visibility and build strong relationships within your community. With the right approach, you can cultivate a thriving business that stands out in the marketplace and resonates with customers.