A Call to Action (CTA), is an instruction to your audience designed to provoke an immediate response.

While the service and product you provide through your PWS Franchise is to clean tanks and supply/service filtration systems, as a Business Owner, your key role is Sales.

This doesn’t mean you need to become a ‘hard-core’ sales person. What it means is that your sole purpose as an owner is to generate revenue and build your business.

Each and every day, your objective should be to promote, engage and convert.

Promote: you need to increase the awareness of your business and the PWS brand. This can be through marketing and advertising, community engagement, and canvassing high target areas.
Engage: with effective marketing and advertising, and your promotion in the community, you need to engage with potential customers
Convert: it costs you time and money to create a lead. Converting that lead into a Sale can take practice for some. For others, it comes naturally.

This section of the module is about Sales techniques that you can use to convert leads into paying customers.

4.1 Thirteen Principles of Selling

Selling techniques are important skills to have in any sales related industry. Franchisees are responsible for the sale of Pristine Water Systems products and services for their business in their region/s. The following principles of selling are an excellent guide to assist you in producing effective sales:

Consumers do not buy the product or service; they buy the EMOTIONAL benefit developed by that product or service.
Customers are buying from PWS because we are perceived in the market place as the industry professionals – Professional Water Tank Cleaning / Water Filters: Supply and Service.
You need to know what business you are in. The customer sees you as the expert in the field.
A thorough knowledge of exactly what you are selling is really important. We are not selling filters or tank cleans etc. We are in the problem solving business, instilling pride, comfort and a perceived value to our customers. We solve customers’ water issues and problems.
You have to know precisely who your potential customer segments are, and what their ‘triggers’ are. For example; for a family with young children, it is the health of the kids that could be the trigger. Have the family had health problems in the past?
We know that in most consumers minds we are a luxury item and that with education and awareness, we will become a necessity.
Always Sell to People
1. People are different
2. No two sales are the same
3. Aim at becoming a people expert
4. Professional salespeople actually like people
5. People buy from people – they always will
You have to sell yourself
1. Be interesting
2. Develop ‘intellect’
3. Never be arrogant – never talk up or down
4. Respect the buyer and they will respect you
5. Develop your empathy levels
6. Learn to develop rapport
7. Control your ego levels
You Must Ask Questions and Listen to the Answers
1. Develop your questioning techniques
2. Remember What? Where? When? Which? Why? Who? And How?
3. Continually test your understanding
4. Listen to understand
5. God has given us two ears and one mouth, we should use them in that order
6. Successful sales professionals talk for 20% of the time and listen for 80% of the time
7. Develop your active listening skills
Features Must be Linked to Benefits
1. Features are common – benefits are personal and specific
2. Use the link phrases – ‘which means that ….’
3. Be specific
4. Sell the results – paint a picture
5. Discover prime desires
6. Personalise benefits
7. Describe end results
8. You cannot rely on logic
9. 84% of all buying decisions are based upon emotion – not logic
10. What are the chief buying emotions? – Ego – Security – Pride of Ownership – Greed – Health – Prestige – Status – Ambition – Fear of Loss
Aim to be Unique – ‘Me First’ Rather than ‘Me Too’
1. Every business, every company, every product has something that is unique
2. Look outside the square
3. Identify the uniqueness of: - your product – your service – your company - yourself
4. Buyers buy solutions and results they do not buy products or services
Don’t Sell On Price.
1. It is a cop out
2. Value your expertise – your products – your service and price accordingly
3. Always keep the ‘bottom line’ firmly in your mind
4. Anyone can give business away
5. Selling on price means we do not need sales people
6. Because we offer a Warranty, in-house service, insurance, and after sales service and advice.
And Finally, Be Professional At all Times
1. The greatest compliment a customer can pay you is to describe you as “professional”
2. Don’t worry about being liked – be respected
3. Being professional is not one thing it is three:
4. It is what you do
5. What you say
6. How you present yourself

4.2 NLP - Neuro-Linguistic Programming

So what is NLP – Neuro Linguistic Programming?

It is an approach to communication, personal development, and psychotherapy created by Richard Bandler and John Grinder in the US during the 1970’s.

What they claim is that there is a connection between neurological processes, language and behavioural patterns learned through experience. And that these can be changed to achieve specific goals in life.

From a PWS business perspective, it is the emotional, psychological and physical purchase of our products and services. What makes each customer purchase? (Visual 50%, Auditory 25% and Kinaesthetic 25%). So this means you can assist your customers by providing them with information in a variety of methods.

You must know your primary and secondary catchment areas.

PWSA has already identified and mapped out the territory areas. Within each area you will find well-defined markets.

You must have a risk reversal strategy.

Strategies such as backup support, product warranty, promotions, specials and no written contractual agreements for annual services.

You must add value to every customer interaction today.

We know the value of repeat business; hence the annual service customers. To ensure that the customer remains valued, we are constantly monitoring the level of customer expectations and satisfaction.

4.3 Closing the Sale

The following is an example approach to assist you in increasing your chances of gaining a new customer.

Complete the quote assessment (Take your time and be thorough). Take notice of the customer’s personality eg. House, yard, car; is it tidy or untidy etc.
Give the customer what he/she wants
Walk the customer step by step through the completed quote
Go to the Water Tank/Water Filtration unit, with the customer and highlight the problem areas and what service you can provide to rectify
Find a quiet (shady) spot to stop and discus the quote
Ask the customer “How does that sound to you?”
Go back over the quote and overcome any objections that the customer may have (Use discount/promotions to get them to try our services.)
Reinforce the value for money and the benefit of our service
Get the customer to agree with what you’re saying. A series of “YES” statements are a great way of getting the customer to say “YES” to your service
Then advise the customer “I’ll call you tonight and check my schedule to make an appointment that’s convenient for you” - to book them in for a Water Tank clean or filtration system quote, or filter service
FOLLOW UP! It is important to FOLLOW UP all customers and leads!
If you have not heard from the customer within 3 days, follow up with a courtesy call. If you really want the business, offer a discount or product bundle.

4.4 Pitching Tips

Building a business requires effort, more effort in the beginning and less effort over time but your effort in continuing to build and maintain your business never goes away – this is not a job…it is your business!

A sale has never been made if a sales pitch has never been made. You can’t hope to make sales if you are not out in the market place making pitches. Sitting on the couch won’t acquire one new customer!

For every sale you need ten pitches made, maybe more, maybe less. The simple fact is that every brochure placed in a letterbox will not automatically result in a sale. This is called the conversion rate. The numbers of pitches you make (brochures in letterboxes, people spoken to at a show, people reading your ad in the local newsletter) vs. the number of actual sales you make. The key is to have multiple customer acquisition streams going at the same time so you have a constant stream of prospects you work on converting.

In the retail water industry business, sales are only made by you talking to people. It is rare that you will simply take a straight booking call from your newspaper ad. People who haven’t used this type of service before and more importantly haven’t used you before will want to know you can help them with their water problem. Therefore, the key is to provide as many opportunities as possible for you to be talking with your target market. Trade shows, while time consuming and costing money, have proven repeatedly to be one of the best opportunities for you to talk to your prospective customers in a relaxed, un-timed pressured atmosphere.

The single best source of new customers is from existing customers. Even if a customer has used you in the past always leave a new business card and brochure with them at the end of your visit. Ask for referrals. For example; “well thanks for those kind words. As you can understand my business is built on word of mouth referrals from people like you so please take this card(s) and brochure(s) so you can past them on to your friends & family in the area”.

The second best source of new customers is by presenting a strong ‘try-me’ offer. The ‘Free Water Tank Assessment with written report’ is a good example. It allows prospective customers to try out Pristine to see if you, the franchisee, know what you are talking about in regards to solving water problems. For you, the massive benefit is that you get to talk to someone who is interested in our products & services, most likely has a water quality problem and is keen to find a solution. Conversion rates for these prospects, into long time customers, are extremely high.

4.5 Conversational Protocol

Whether you are face to face with a customer or potential client, or speaking over the phone, the words you use and how you conduct yourself will be reflected upon as how professional you are in conducting business.

The following is an example of how to conduct yourself when on the phone or face to face with potential clients, existing clients or with commercial business lead generators.

Introduce yourself

For example: Hello I’m **** from Pristine Water Systems.

Explain the reason for your call is to introduce our specialized service to them. Detail what our main benefits are, what our results will be and how this reflects a positive message to their customers, and finally, who some of our high profile customers might be.

Next, feel your Lead out

It is a better process to feel your lead out for if they have someone on a professional level providing Water Tank cleaning, or Water Filter supply/servicing already. Don’t ever be pushy. You are simply seeding our business idea and product name into their heads and then we will follow up that lead again in time. First Step First.

If so, ask to send some information.

Ask if it is all right to just send them some information to keep on file, should they ever need help or free advice or if the current service they have is not getting the best results. Repeat, that its just to keep on file should they ever need free advice or an inspection for our type of professional service in the future. Always keep your professional approach and momentum flowing at all times.

Remember,Enthusiasm Is Contagious.

Thank them for their time and say Good-bye.

Send an information pack with a cover letter and any other special deal you may have offered at the time.

Follow up

In around ten days time, telephone the Lead again to see if they received your information and if there was any questions you could answer or if they would like a no obligation assessment/quote

Database updating

Always remember to enter this information into your Database and mail this Lead on a regular basis with any promotion or reminder, card, letter, marketing tools we develop or have running.

4.6 Upselling from Tank Clean to Filtration/Sterilization systems

Upselling is a sales technique where you encourage the customer to purchase more items, upgrade to higher quality products or other add-ons in an attempt to make a more profitable sale. In our case, it is actually beneficial to our customers to have better quality and safer water etc.

If creating a lead and converting into a sale is the most difficult task for any business, then Upselling is the ‘cream on the cake’, as an upsell is just adding to an existing sale.

Think of McDonalds and the phrase “Would you like fries with that”.

This is the most famous Upsell of all. Every single time you order something at McDonalds, you will be asked if you would like something else with the order. And how many times have you found yourself saying “Sure, thanks”.

So if it is so easy at McDonalds, why shouldn’t it be easy with a customer?

Focussing on the customer’s needs and situation, upselling should benefit both you and the customer. It doesn’t have to be a ‘sleazy’ experience. You should be “educating” what we have to offer as this will create a stronger rapport with the potential customer.

Following are some tips for upselling techniques to help you in the Upselling process:

Provide real value.Upselling can seem pushy. To avoid the ‘pushy’ factor, focus on providing real value to the customer.
Keep your Upselling recommendations limited.More options do not necessarily increase the chances for a sale. Successful upsells begin with a solution to their problem. For example; “Now we have your tank clean and the water sanitised, to keep it sanitised we really do need to filter the water on a daily basis. Bacteria can still get into the water from droppings etc from the roof, even though the tank is clean”
Try Bundling. E.g. Multiple Tank Discount.It’s a great idea to package items together. When you quote for a tank clean, inquire if there is a filtration system inside, or elsewhere if you have not already identified.
Help solve a problem. When a customer calls you, it’s because they need help solving a problem. You are in a position to help them solve or eliminate a problem, so keep that in mind and upselling will come naturally. If adding on an upsell will increase the longevity of their water supply, reduce the regularity of filter changes, or save them money in the long-term, chances are they are going to say yes.
Know your Customers.This reiterates what we have previously discussed about understanding their wants, needs, and preferences.
Don’t Overdo itYou don’t need to go hard on the Upsell. If the customer is just not ready to purchase more, you can leave them with some information and the idea that the additional product/service will benefit them in the future, or maybe make it cheaper for them in the long run.
Time your UpsellAn upsell doesn’t have to happen at the same time you are providing a quote. Keep upselling in mind before, during and after the job.
Don’t forget about your Existing customersExisting customers are upsell opportunities too! They might not have the immediate need for your other services and products now, but that can change in the future. And a happy customer is more likely to upsell your services too.This is where regular communication with your customers keeps you in the forefront of their mind with regards to the quality of their water supply. The cheapest and easiest method for regular communication is by email and with online social media.

4.0 Selling PWS/Selling Yourself

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1.0 Introduction

2.0 Franchise Service Fee

3.0 Franchisee Obligations

4.0 Franchisor - Franchisee Structure

5.0 Creating a Successful Franchise Business

6.0 Franchisee Support

Module 1 Appendix Items

Module 1 Quiz

1.0 Introduction

2.0 Administration

3.0 Franchise Inventory Lists

4.0 PODAC (Pristine Online Data Accounts & Clients)

5.0 ITF - In The Field APP

6.0 PWS Social Media Policy Guidelines

Module 2 - Appendix

Module 2 Quiz

1.0 Background of the Water Industry

2.0 Australian Drinking Water Guidelines (ADWG) Introduction

3.0 Common Water Borne Diseases

4.0 Chemicals and Substances found in Water

5.0 Pristine Water Systems Chemicals and Treatments

6.0 Water Testing/Analysis & Results

7.0 Industry Certifications

8.0 Safe Work Australia / Workplace Health & Safety / Occupational Health & Safety

9.0 Filtration & UV Products

10.0 Types of Tanks

11.0 Other PWS Products & Equipment

12.0 Glossary of Terms

Module 3 - Appendix

Module 3 Quiz

1.0 Introduction

2.0 The PWS Process

3.0 Planning your Work Schedule

4.0 Planning Product Ordering

5.0 Water Testing

6.0 AqueousPro™ 50 Water Sanitiser

7.0 Water Tank Cleaning

8.0 Filtration / Sterilisation Supply (Assembly)

9.0 Ongoing Service & Maintenance

10.0 PWS Standards

11.0 AqueousAir™ Assembly & Installation Instructions

Module 4 - Appendix

Module 4 Quiz

Module 5 Video Lessons

1.0 Introduction

2.0 Advertising & Marketing

3.0 Planning your Advertising & Marketing

4.0 Selling PWS / Selling Yourself

5.0 Assessments & Quoting

6.0 Invoicing

Module 5 Appendix

Module 5 Quiz

1.0 Introduction

2.0 Vehicle Maintenance

3.0 Equipment Maintenance

4.0 Process for Equipment Replacement / PWS Repair Request

Module 6 Quiz

PWSA 2022 Conference