Purchasing a pool: how does the client make his decision?
18 June 2016
Purchasing a pool is an important moment for many house owners: it often represents the fulfilment of a dream in terms of the ultimate comfort and wellness at home. However, this decision is not always easy to make. What decision-making process do (future) clients go through before taking the plunge? Here are a few answers.
First stage: longing for a pool
Admittedly, purchasing a pool is one of the ways to increase the value of a property: it is widely recognised that a house has more value if it features a pool in the garden. However, one of the main reasons behind all pool purchases is family. Indeed, the idea of chilling out around a pool with one’s children, cousins and/or brothers and sisters is often a deciding factor!
Second stage: collecting information
Once this need has appeared (or as soon as the financial conditions seem to make the project financially feasible), the client starts inquiring into potential solutions. According to the latest studies, 80% of the time, this initial fact-finding process is made online: this shows how important it is to have a website that presents at least one’s products… But outside a few exceptions, a pool purchase is never done 100% online. The client then makes the decision to go to a pool store where he will be able to see the pools proposed by the seller with his own eyes.
Recommended reading: Why should pool specialists create an online store?
Third stage: establishing contact
This is where the salesman’s work starts in earnest! The client is going through a “questioning phase”. How will the works roll out? How much is it going to cost? How long is it going to take for the pool to be ready? Who is going to work on the project? What administrative procedures must be completed with the town hall or his insurance company? What plans should he make for pool maintenance?
In this context, the role of the salesman is to reassure him with regard to all these aspects. This is why it is essential for the salesman to fully understand the client’s needs and financial resources. If he gets things wrong, this may well encourage the client to contact a competitor!
Fourth stage: the commercial relationship
The stage consisting in reinforcing the commercial relationship is crucial to the decision-making process of the prospective customer. It is always worth remembering that a pool represents a sizable budget. Unless he has an unlimited budget, the client needs to decide whether he is going to buy a pool or a new fitted kitchen for example, a pool or a new car, a pool or an expensive summer holiday, etc. Thus, throughout the sales process, he must be made to feel confident that the team he has called on has the required professionalism. He will make a final decision more easily if he feels that he will benefit from proper assistance during works and guidance with maintenance once the pool has been built.
Fifth stage: taking the plunge!
And the final stage? The prospect becomes a proper client and signs an order form. And from that moment on, he cannot wait to dive into his pool!
For a client, buying a pool represents a high point in his life as a homeowner. It is a way of increasing the value of property and of fulfilling a lifetime dream. This is why the decision-making process can sometimes be rather long…
We should like to thank Michel Dupenloup for his expert view on the topic!