One definition of competitive advantage is “a condition or the circumstance that puts a company in a favorable or superior business position.”
After years of working in the pool service industry, I have
learned “condition” or “circumstance” can be many different things when
relating to competitive advantage.
It could be that your technicians who perform the pool
service are very skilled and more experienced than others. It could be that
your repair team is strong, efficient, and organized. To create the
circumstance of having skilled, talented technicians, you could advertise job
offers on websites with job listings. You could run ads on social platforms.
Once you have responses you would need to dedicate sufficient time to meet with
and interview the responders. You may find candidates are affordable, or you
may have to agree to pay more than you are comfortable with to hire the best
talent. Putting time into finding the right people could create a condition or
circumstance which will give your company a competitive advantage.
Once you find the right people, a condition often overlooked
is human support. Supporting the people who work hard performing the services
each day gives your company a competitive advantage. Pool service is a
labor-intensive job. It is tiring, hot, and sometimes dangerous. Supporting
your team constantly will let them know you care. Be ready to help when a
technician needs it by listening, problem-solving together, and offering
suggestions and possible solutions for problems. With the right support, a pool
service job can be the most fulfilling type of job. Having a team of
technicians who feel supported and are proud of their work will give your
company a competitive advantage.
Another “condition” or “circumstance” of competitive
advantage could be that your maintenance and repair team is conditioned to
respond properly to the customer’s need. By allowing technicians to train with
the manufacturers of the parts and products available in our industry you
create salespeople in the field. Many technicians have personal contact with
the property owner once a week; even more at commercial pools. When asked if
there is a “better way” for the pool to stay warm, or a “quieter way” for the
pump and equipment to operate, the trained technician can smile and say, “Yes
there is!” Having educated technicians will give your company a competitive
advantage.
Being competitive means your pricing for service must be in
line with the customer’s budget. Adapting to the customer’s budget could mean
negotiating the monthly or annual rate for their service. Potential customers
will always disappoint us by telling us the rate they “want to pay.” Sometimes
we can agree to be competitive with our service rates and in addition offer
quarterly, semi-annual, or annual preventative maintenance services which can
create more revenue for that service account. Sometimes to be competitive you
need to be creative. Being creative will give your company a competitive
advantage.
Innovation is the key to competitive advantage. Examples of
innovation include Energy-saving pool heaters, variable-speed pool pumps, UV
systems for disinfection, and wireless pool/spa automation. Most of the
manufacturers of these products offer PDF brochures which can be downloaded on
their website and emailed to your customer. One technique you could use to help
educate the customer and grow sales is to email one or more brochures that
introduce new innovative products to the customer. The brochure defines the
purpose of the product. It also highlights the features, cost savings, health
benefits, etc. Many customers enjoy reading about the options for their pool
and equipment. You could also explain in the email that most innovation still
requires professional pool service for routine maintenance, inspection, and
calibration. This information could be easy to recall in their email for future
review. If they do not immediately purchase from you, they may come back to you
when they are ready to purchase.
Promoting innovative products for the customer can create
your competitive advantage.
At the end of the day, and the end of the week, it is
exhausting to earn a competitive advantage. If you are not paying constant
attention, it could mean you “missed the chance” to hire that talented person,
or to sell a product to that eager customer. Do not beat yourself up. Make a
list of goals and try to stick to them. If you reach all your goals, then make
a new list of goals. The sky is the limit, so enjoy competing to your own
advantage.
