Embracing online selling is essential when it comes to staying competitive and for meeting the evolving expectations of today’s consumers. Online selling provides convenience, allowing customers to browse, compare, and purchase at their own pace, which can lead to a higher purchase rate. By offering products and services online, dealerships can tap into a broader audience, reaching potential customers who might not wish to visit a showroom or are unable to due to physical limitations. Additionally, an online presence builds brand visibility and trust, enabling dealers to engage with customers through targeted marketing and personalized communications. Whether new to online sales or looking to refine your approach, the following guide will provide valuable insights to help you succeed in the virtual marketplace.

What is online selling?

Online selling involves reaching and engaging potential customers through various digital communication methods rather than in-person interactions. This typically includes contacting leads via phone calls, texts, emails, or other online communication channels. The process allows sales representatives to guide customers through the buying journey remotely, answering questions, providing information, and facilitating transactions without requiring the customer to visit the showroom. This approach not only broadens the dealership’s reach but also caters to the modern consumer’s preference for flexibility and convenience.

Online shopping is quickly becoming a standard consumer expectation, as many customers appreciate the ability to explore and purchase products from the comfort of their homes. Some individuals may feel uncomfortable or pressured in a traditional showroom setting, making an online experience more appealing. Additionally, online selling is crucial for reaching customers who cannot visit the showroom due to physical limitations or distance. By offering online selling options, dealers are ensuring they meet the diverse needs and preferences of all potential buyers.

Meet the Experts

To uncover the most effective strategies for online selling and understand how it can specifically benefit spa dealerships, we spoke with two industry experts, Tyson Chambers, who is heavily involved in Bullfrog Spas’ Retail Internet Sales, and Jordan Cox, President of Paradise Valley Spas.

Tyson has been in the spa industry for over six years and has experience with in-home spa sales. For years, he booked appointments with customers and sold them spas within the comfort of their homes. Additionally, he has been heavily involved in strategizing how to broaden Bullfrog Spas and our dealers’ virtual market reach.

Jordan has similarly been in the spa industry for many years. His journey began when his father started the business back in 1986. Although he was not greatly exposed to the business while growing up, unless he was using the family spa in the backyard, he soon began filling in for various roles and gaining hands-on experience in the business. After graduating from Stanford and a brief stint playing professional golf, Jordan returned to help with and eventually take over the family business. Over the years, he has worn many hats, from delivering hot tubs, selling in a retail location, warehouse fulfillment, answering phones in customer service, to handling weekly water care and maintenance. His expertise in system architecture, building websites and marketing has been instrumental in elevating the company’s online selling strategy, taking the business to new heights.

Both Jordan and Tyson shared valuable insights on how to optimize online sales efforts, tailor approaches to the unique needs of spa customers, and provided practical tips to help dealerships succeed in the digital marketplace.

Benefits of Online Selling

Recent years have shown a shift in consumer behavior and their increased reliance on digital interactions, highlighting the importance of expanding a business’s online capabilities. For Jordan, the realization that this shift was taking place began at the start of the recent Covid-19 pandemic. As consumers began remaining indoors, he observed that businesses around him were adapting to the consumer needs by selling online, and realized that in order to remain competitive, they needed to embrace this tactic as well. Jordan remembered thinking,

“Tesla allows customers to build a completely custom car and buy it online. Many of our customers drive Tesla’s and have similar buying behaviors. If they are willing to buy a 100k car online, there won’t be much resistance to purchasing a 20k hot tub. As it turns out, we were correct and many of our customers will complete a purchase from the comfort of their homes or while on the go.”

Although hot tubs had traditionally been considered an in-person purchase, Jordan understood that the market was evolving, and so did their approach to sales.

Adapting to this trend ensures that dealers stay competitive in today’s market, meeting the evolving demands of consumers who value convenience and flexibility. Here are just a few of the benefits of online selling:

  • Ability to reach a broader customer base: Online selling allows dealers to connect with customers who might not have the time, ability, or proximity to visit the showroom in person, expanding a dealer’s potential market significantly.
  • Targets niche markets effectively: By selling online, dealers can tap into specific customer segments that may not frequent a physical showroom, such as owners of vacation rentals, construction companies needing spas for high-end properties, or businesses looking for wellness amenities.
  • Offers flexible communication options: Whether through phone calls, texts, or emails, online selling gives customers the power to interact in the way that suits them best. This personalized approach increases customer satisfaction and improves the chances of closing a sale.
  • Provides instant answers and support: Instant access to information and support helps to keep potential buyers engaged and more likely to move forward with a purchase. It eliminates the need for a customer to wait for a showroom visit to get answers to their questions.
  • Meets modern consumer expectations: Since the pandemic, there has been a significant shift toward online interactions, with many customers now expecting to conduct business online rather than in person. If this option is not offered to them, they will likely move onto a business that does.
  • Stay competitive in today’s market: Incorporating online sales into your business model ensures that you remain competitive and meet the evolving demands of consumers who prefer the convenience and flexibility that online shopping provides.

Challenges and Advice

Beyond the behavior of an online salesperson, there are several other crucial factors to consider in online selling. Jordan and Tyson shared their advice and experience on these aspects and potential challenges, offering insights into optimizing digital presence, managing customer expectations, and leveraging technology effectively. Here are a few of their tips:

Make a Cohesive Buying Experience Online and Instore: Customers who begin their purchase process online may choose to visit the showroom, and maintaining consistency is key to their satisfaction. According to Jordan, “We do have a large amount of customers that still want to go into the store, maybe to test the jets, see the colors and spa in person, etc.” Jordan and his team have rules and systems in place that ensure the sales associates or anyone who interacts with the customer knows what information has already been passed along to the consumer and if an offer has been given. He has found that this creates a smooth “uniform experience,” increasing customer satisfaction and a positive word of mouth throughout their community.

Make Sure Your Website and Google Profile is Up to Date: A dealership’s digital profile plays a crucial role in attracting and retaining online customers. Potential buyers often start by searching Google for your dealership, and if they encounter outdated information, difficulty finding your profile, or a website that is hard to navigate, it can deter them from engaging further.

”If online is a guest’s preference, then your website is their first impression of you, if your information is out of date or they can’t easily see that you are a verified business they will most likely just dismiss you,” says Tyson.

Additionally, inconsistent or unprofessional branding can undermine your credibility and make your dealership seem less trustworthy. Matching a dealership’s website or branding as closely as possible will give the dealership “instant credibility,” according to Tyson.

Jordan practices these principles by ensuring the information on their website is constantly updated and refreshed. Furthermore, they ensure their marketing collateral in the dealership’s retail stores mirror the marketing promotions online to ensure a more seamless customer experience. Jordan’s advice to dealers looking to improve their online presence and bring more online leads to their website is to “spend money advertising on google and social media to help with steady lead gen. Additionally, focus on SEO and create content that are resources for anyone looking for anything you might carry.”

Ultimately, in order to capture and maintain customer interest, it’s essential to ensure that your digital presence is up-to-date, easy to navigate, and reflects a cohesive and professional image. This will help you create a positive first impression and encourage potential customers to explore what you have to offer.

Focus on Personalization: Unlike in-person interactions where body language and immediate feedback play a role, online sales require tailored communication to address individual needs and preferences. According to Jordan, “Everybody gets automated emails. You know when it’s an automated email or a templatized marketing message. We really personalize our messages so they don’t seem that way.”

By customizing responses, offering relevant product recommendations, and showing genuine interest in the customer’s specific situation, online sellers can build stronger relationships and enhance the buying experience.

Resources and Recommendations

Bullfrog Spas offers a range of valuable resources to support our dealers when it comes to online selling. Through our Dealer Media Library, they can access digital product brochures and floor mat sheets featuring QR codes that enable customers to use their phones to visualize and see what a spa would look like in their own space using augmented reality. Additionally, our library includes comprehensive product and sales sheets to provide associates with essential information. These tools are designed to enhance online selling efforts and ensure our dealers have all the resources they need to succeed.

Additionally, Tyson recommends that those just starting online sales read How to Win Friends and Influence People by Dale Carnegie and Never Split the Difference by Chris Voss. He found that implementing the strategies discussed in these books significantly boosted his own sales numbers. These books offer valuable insights into building rapport and negotiating effectively, which are crucial skills for success in online selling.

Overall, by applying these proven techniques, using the resources provided by Bullfrog Spas, and applying the expert tips provided by both Jordan and Tyson, dealers can effectively navigate the digital landscape and drive their business’s success.