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IN MY VIEW Making Smart Choices


WHEN IT COMES TO CHOICE, JON CUTRESS, SALES MANAGER AT AQUA WATER SYSTEMS BELIEVES THERE’S NOT ENOUGH OF IT, BUT IS THAT DOWN TO PEOPLE BEING RELUCTANT TO CHANGE THEIR BUYING HABITS?


ARE WE ALL CREATURES OF HABIT? There are plenty of examples in our own lives that point to this. We shop in the same supermarket, we eat the same food week in week out, and we often dress in the same style of clothing or even buy the same make of car when we replace it. Many of us even holiday in the same place year in, and year out. We all know supermarkets use an amazing amount of resources to keep us from going elsewhere. What we see as loyalty, they see as successful branding and marketing.


ARE WE HAPPY WITH THIS? OR SHOULD WE BE OPEN TO CHANGE? Up until recently most of us wouldn’t have thought about changing suppliers of domestic utilities.


But changing our utilities supplier or even bank account are actually good examples of where we are being encouraged to break past habits and become smarter buyers. Many of us are currently looking at these suppliers and deciding if we are getting good value for money, excellent service and the highest quality product available. The answer is often “No, we are not”. Hence the growing movement to make switching providers easier.


IS THIS THE SAME FOR THE UK SWIMMING POOL MARKET? Are we all buying from the same well known suppliers out of habit, by grabbing that same old thumbed catalogue from the shelf and not acting as smart buyers?


Currently there seem to be very few UK based suppliers within the swimming pool and spa industry. Now is this due to a limited sales potential, or installers being comfortable with picking up the same book day in day out? I believe it is the latter. Many of us are creatures of habit, we feel safe with what we know, even if we’re not actually happy with the product choice, quality or even service from that supplier.


CAN WE BREAK THE HABIT? When the team at Aqua Water Systems sat


companies that it also supplies.


WHAT IS SMARTER BUYING? Smarter Buying means finding the best quality product for the right price. A good example of this is why ALDI has been voted by customers as ‘Supermarket of the year’; it has been recognised for delivering good quality products at affordable prices. We all know there often is a balance between quality and price. All supermarkets are aware of this, hence the differences between their budget and premium ranges; the key is choice! Many swimming pool designers have customers that want the same type of choice; choices that currently may not be there. With an extra choice of swimming pool suppliers, products and quality comes the possibility for clients to realise their individual swimming pool dreams, ideas and designs. More choice for the installer means more choices for your customers. At present many swimming pool installers are showing their customers the same product ranges as everyone else.


down and started to explore the possibility of bringing our swimming pool equipment range to the UK; already a marker leader across Europe and The Middle East, we looked long and hard how we might break into an already mature but limited market. We looked at the range of products we manufacture and compared them to the already standard UK lines supplied by long established suppliers. We felt there is a gap in the market for high quality products at reasonable prices, supplied directly from the manufacturer, to you the installer and not going through a middle man i.e. Wholesaler or supplier. Aqua Water Systems also felt there should be a definite gap between installers and manufacturers/ suppliers. In our view when a manufacturer/ supplier starts installing its own products and offering full service contracts, it is competing unfairly with the installation


“WITH AN EXTRA CHOICE OF SWIMMING POOL SUPPLIERS, PRODUCTS AND QUALITY COMES THE POSSIBILITY FOR CLIENTS TO REALISE THEIR INDIVIDUAL SWIMMING POOL DREAMS, IDEAS AND DESIGNS. MORE CHOICE FOR THE INSTALLER MEANS MORE CHOICES FOR YOUR CUSTOMERS”


88 June 2014 SPN


Smarter buying means you the installer, constantly looking for new products and ideas that sets you apart from your competitors; offering something that little bit more special and not just competing on price or service. Having a wider product range can only be good by giving you the potential to increase your profit margin.


ADOPTING NEW HABITS


If we accept that we are creatures of habit, but also that we can be open to change, then we have to think about how we going to adopt new habits. In this case how we can become smarter buyers i.e. looking for suppliers that break the generally accepted mould, maybe buying directly from specialist manufacturers instead of a one size fits all one stop shop. Our aim at Aqua Water Systems is to be the number one choice for the smart buyer, wanting something manufactured well, with care to the highest quality, at the right price whilst giving great service.


Choices are a great thing, your customers should all be given the opportunity to make them. Especially when building their dream swimming pool.


Aqua Water Systems 0844 967 1616 www.askaqua.co.uk


www.swimmingpoolnews.co.uk


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