I’m brutal with my marketing advice, but it’s only because I want you to be successful…
By Brett Lloyd Abbott, Pool Builder Marketing LLC
I don’t recall when exactly, but it seems like it was within the first 30 days of opening my agency (16+ years ago) that I knew my primary goal should be to help my clients be more successful. Because obviously, if my clients are successful, they’ll be happy to pay me, and my business would grow. And if I miss that target, my business is doomed.
That’s why I personally want you to sell more pools and make more money.
Oh sure, “making money” is one of my goals also. But it’s not the primary goal. It’s the secondary result that occurs when I achieve my primary goal.
That’s also why I don’t sugar-coat my opinions when I see something wrong with your marketing or your website. Because I HATE to see people waste money on marketing. So if I see something wrong, I’m going to speak up. Like it or not, brutal or not, that’s just the way I am.
It was only recently (after listening to world-famous author & TED speaker Simon Sinek / “Start with Why”) that I realized how much this philosophy has affected the growth of my business. It’s affected every decision we make – from what products and services we’re going to develop and offer, to what minor tweaks we’re going to make your website this afternoon.
This has made decision-making in our company much easier.
We would have conversations like this:
My Guys: “Boss – We found a problem on the client’s website.”
Me: “Will it affect their ability to sell pools?”
My Guys: “Well, yes, maybe.”
Me: “Then fix it.”
It didn’t take long for my guys to figure out they don’t have to ask me about every question or issue that arises. If it affects the client, we fix it, even if we lose money in the process.
And I’m still in business 16 years later, so I guess we must be doing something right.
I see the same thing with most successful pool builders. For most builders, your goal is to make sure the homeowner is happy with you and your team. So you’ll do just about anything to make that happen, even if it means (in some cases) ripping out the tile, or re-plastering the pool.
In fact, it surprises me that more pool companies don’t talk more about a “satisfaction guarantee.” Because that’s exactly what you’re doing – going out of your way to do whatever is necessary to keep them satisfied.
But does your team know that?
When I think about some of the big frustrations my clients have had to deal with, it was almost always because someone on the team (frequently the supervisor) didn’t share the same philosophy as the business owner. They thought they were doing the company a favor by cutting corners, and trying to save a little money. When in fact, they were crippling the company.
Imagine how much easier it is when your team believes what you believe.
I’ve seen this over and over again, working with hundreds of different companies. The good, and the bad. So I suggest – if your team doesn’t fully appreciate why you do what you do – you should check out this short TED Talk from Simon Sinek.
(You could also read his book, but in my opinion it’s just a longer version of his 17-minute TED talk. So if you’re in a hurry, just watch the video.)
In the meantime, let me wrap up this article by telling you I don’t have anything to sell you today. Well, I have plenty of things to sell you, but that’s not the purpose of this article. I just want to suggest that – based on my experience – you’ll be happier and more successful if you have greater alignment within your company of WHY you do what you do.
And I’m all about you being more successful. Which is why I usually close these articles with:
To your success…