Dawn Danik may
know her market as well as any hot tub dealer in the country. After
all, ABC Pools & Spas has been in her family for more
than half a century.
She’s also seen her share of competitors come and go.
But one of the biggest challenges Danik has faced through the
years is converting her former adversaries’ shoppers into ABC
“Trying to put a customer into a different routine after
15 years is not an easy thing,” says Danik, general manager
of the Baltimore-based company.
The trick is being able to establish trust and rapport on the
customer’s very first visit. And you must be careful not to
spend too little — or too much — time with them, she
“Some customers just don’t want to be
hassled,” Danik adds. “And if you’ve gotten used
to a store that closes, you may be hesitant to enter a new one
because you don’t want to ask a ton of questions.”
As a result, her sales approach at ABC often follows the theory
that most customers aren’t very mechanically inclined. Giving
the customer too much information in one sitting is a surefire way
to overwhelm and create confusion, Danik says.
“So we try to make it as easy as possible to get from the
buying stage to set-up,” she says.
One of the ways she does this is by helping each customer
connect with an electrician prior to their spa’s arrival in
the home. It’s one of the elements ABC’s associates
incorporate into the sale.
After all, Danik says, “nobody wants to look at an empty spa
sitting in their home or backyard.”