Water Treatment Sales


In the informational world, we live in it is foolish to think that potential customers have not done or will not want to do research on products they are considering purchasing for their water treatment needs. Over the years water treatment dealers have focused on the "Demo" (in some cases a robotic process) to sell the product.  The theory was with the demo a sales rep should sell 1 out of 3 appointments.  Relying on the numbers game.  Certain amount of leads equals a certain number of sales.  In a competitive market selling money instead of quality has taken over the mindset.  Rentals (reoccurring revenue) is the robotic demos best friend.  But How many years does it take for the rental unit to be profitable when you figure all the overhead it needs to support.? Again, if you are selling money and not quality how low is too low for your rental rate?  An Educational demo is a long-lasting demo.  Now there is always a danger of doing enough education to the customer that makes it easier for the next guy to come along and write up the sale.  That is when product quality and knowledge presentation fits in.  The questions are “Is today’s water treatment sales professional order takers?”  Have we stopped solution selling?  Do they think water treatment is plug and play? If we are just there to write up the order we are not listening to the needs and wants. If we are there to just write up the order, how many times is the wrong application installed?

PAUL DOWDING

720-951-4130

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