What is "True Value"
Each business has their own criteria for “True Value”, but throughout the industry there are 4 common important criteria:
•Price
•Product Availability
•Product Quality
•Service Support
Price reflects more than the product itself. Stock holding, product warranties, credit and other services all add cost and research studies show that many companies with the lowest prices offer the least service support to their customers businesses. When choosing suppliers most successful and resilient businesses ensure an equal balance of all 4 value chain components exist. So what is important to your business and how do your suppliers stack up?
Here are some examples of how WaterLinx has invested into the trade over the past 2 years:
•Training to over 800 pool trade staff in various technical skills on our national training program.
•Held over 30 business seminars on relevant pool industry topics.
•Provided skills training at customer’s premises.
•Carry over 2500 line items in 9 national distribution branches.
•3000 printed color catalogues were issued and 500 CD Rom catalogues.
•Field based Warranty service at your customer’s home.
•Website developed with over 100 pool trade customers listed.
•Advertising to homeowners in 6 consumer magazines to over 500 000 homes.
•Participated in 8 consumer trade shows to help generate consumer interest in pools, spas and koi.
•Provide by far the most credit to the trade than any other supplier.
•Delivery is free and frequent.
•Customer care line for trade and consumers.
•Develop and launch new or improved product every year e.g. retro-fit lid filter, pool liner, pool nets, pool covers.
•Host pool trade shows yearly to showcase new products, promote suppliers and trade networking opportunities.
•Initiated an “Authorized Installer” program with advertising assistance to help trade improve revenue opportunities.
•Extensive in house training for WaterLinx staff to provide good technical assistance to our customers.
•We provide point of sale material and marketing support to many pool trade businesses.
•Our reps support pool shops in their open days over weekends.
The point being……….we are investing money back into the pool trade. How many other suppliers do the same?
The quest to introduce ever cheaper products into our industry often reduces the ability to add service support and
reduces revenue and profits for all involved. Swimming pools are luxury “products” so why does our industry need to sell “cheap” to survive?
Anyway, long live the trade! The pool trade specialist who provides quality solutions and services for a good but fair
profit and holds his homeowner close, together with a supportive supplier, will survive!
For us we maintain that “True Value” = Price + Availability + Quality + Service and we will remain resolute and
committed to providing our pool trade with value added services.
Let us know your views on email customercare@waterlinx.co.za
We wish you a successful 2011
Sincerely,
Roger Hill
Group Marketing Director