  magine for a moment being able to read your customer’s mind. You’d know what they want the moment they walk in the door. You’d know their hopes, fears, desires, even weaknesses. You’d know everything you’d need to make a sale every time. In short, you’d achieve amazing results.
Of course, no one can read minds, but you can always do the next best thing: You can become more familiar with what’s going on in a customer’s mind by being aware of personality types, generational factors and basic psychology.
That’s exactly what this Convention Issue is all about — getting inside the consumer’s mind and finding out what makes them tick.
Our package begins with an examination of the particular psychology behind big-ticket purchases such as pools and spas. You’ll discover the anxieties specific to this type of purchase and how to overcome them, along with the best way to sell more emotionally charged items such as safety products.
Sometimes, making a connection with customers — and turning it into a sale — is more about personality than anything else. So we’ve also included a story on page 99 about the different types of customer personalities and how best to handle each one. Because customers sometimes say more without speaking, there’s a handy glossary on reading body language, including a section on making sure your own body language says the right things.
The design process also is a tricky time when it comes to satisfying customers, so we asked design expert Brian Van Bower to explain how he gains a client’s trust and respect in our special Aquascapes section.
Consumer psychology is just as important in retailing, and our package continues with a look at what goes through consumers’ heads when they walk into a retail store. How can clutter, music, color and configuration affect the way customers shop? And how can you make sure your store is pressing the right buttons? The answers are all in our story titled, “Talking Shop."
For the service sector of the industry, we examine the consumer anxieties surrounding choosing a service company and how service technicians can use consumer psychology to attract new customers. The five keys to winning over service customers also are revealed.
Finally, we wrap up our package with a look at the characteristics, values and attitudes of consumers from the three main generational groups: Baby Boomers, Generation Xers and Millennials. The profiles include a fun Q&A with a composite character from each generational group.
When you reach the end, we hope you’ll see that even though you can’t read consumers’ minds, you can know what’s going on inside their heads — and what makes them tick. That’s enough to do some pretty amazing things.
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FEATURE STORIES
 Emotional Rescue
Purchasing a backyard aquascape is an emotional time for consumers. Here's how to generate excitement, calm fears and close the big deal.
They've Got Personality
Gaining your clients' trust requires keying into the needs of their specific personalities.
Speaking Silently
Reading and understanding body language is the key to success for any salesperson.
Building Trust
Getting the client on board sometimes requires overcoming our industry's own reputation.
Talking Shop
How to make sure your store says all the right things — from its layout to its colors — and makes customers feel comfortable.
Selling Service
Finding potential customers for your pool service company involves knowing who and where they are, recruiting them, and then proving that their search for the world's best technician is over.
Generational Profiles
Bridging the gap.
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