Spa and pool retailers will find a number of classes offering pointers and real-world examples that they can put into practice back home after the 2016 PSP Expo’s conference segment has run its course. Set for Oct. 30 to Nov. 4, the conference offers all sorts of information. For example, one session shows how to use key performance indicators to boost sales and profitability; another offers ways mobile devices and digital signage can make a store appeal to the different generations. And so it goes. Here’s a sneak peek at some seminars tailored for retailers.
Using Key Performance Indicators: Grow Sales and Profitability in Your Specialty Retail Store
Wednesday, Nov. 2, 8-9:45 a.m.
This presentation on key performance indicators (KPIs) will be led by Brian Quint, president of Aqua Quip; Chris Curcio, owner/CEO of Litehouse Products, LLC; and Dennis Marunde, president of Arvidson Pools & Spas. They run multiple stores in Greater Seattle, Wash., Ohio and Illinois, respectively.
“We use KPIs in our businesses and can see how a particular product or service is performing,” Quint says. “Is there a trend? Are we tracking up or down? Specific metrics are telling in your business: They can help you measure and monitor retail and service … such as labor efficiencies, and the time [technicians] are spending in the field and their drive time.” Still other KPIs are overarching and show gross profit percentages and inventory turnover.
The presenters also will discuss which eight to 10 things — if you could only track that many every week and nothing else — would be best to watch. They’ll compare the performance metrics that they, and others, are using. It will be a group collaborative conversation, according to Quint.
How to Position Your Retail Business for Increased Sales in 30 Days
Thursday, Nov. 3, 9:45-11:15 a.m.
This seminar is tailor-made for those who want to learn how to quickly boost their sales — or acquire new techniques for increasing and automating their lead generation efforts. Speaker David Carleton will focus on high-level strategies and specific tactics to help send more traffic your way, create more leads and pump up sales.
Previously, Carleton was vice president of Dimension One Spas for six years and now is president of SpaPoolMarketingSuccess.com. He specializes in showing spa retailers and pool builders how to spend less and get more from their marketing and advertising.
Five Secrets to Sales Success
Thursday, Nov. 3, 3:30-5 p.m.
Mario Rossetti intends to spill the beans on the secrets for sales success, as he sees them. For example, he declares that salespeople’s primary job is not to sell, and will explain what their principal role should be. He also goes over how to overcome fear, which can ruin a sales presentation; taking responsibility for sales slip-ups; how to counter the current buyer’s market; and how to master “the art of referral.”
A 25-year pool industry veteran, Rossetti formerly directed sales and marketing at several international firms. He’s currently president of Phoenix-based Rossetti Enterprises, which offers business consulting and sales development to the water industry.
The Impact of Digital on the Selling Environment and Brand
Friday, Nov. 4, 8-9:45 a.m.
When it comes to modern retail environs, mobile devices and in-store digital signage are part of the shopping experience in stores of all stripes. This seminar will examine key trends in the digital experience and how to form a strategy that engages customers, and motivates them to buy.
Led by Brian Dyches of Atmospheric Group Inc. in Laguna Niguel, Calif., the session also will show spa and pool retailers ways to best utilize digital signage, starting with what’s new in digital in-store equipment and how to have compelling content on those screens that engages customers of all generations.
