Rockworld International has put together a
formula for lower end retail projects with homeowners
and a dealer price list and marketing strategy
to acquire wholesale customers such as pool
builders, landscape contractors, homebuilders,
etc.
Short-term goals for a Rockworld International
Dealership would be to master marketing, sales
and installation of residential projects, starting
with lower end retail projects, such as poolside
waterfalls, water gardens, entry waterscapes,
and custom rockscapes.
This market can be accessed quickly through
advertising at home and garden shows, local
magazines and direct mail. Projects should be
kept simple using pre-cast waterfall models
and accent boulders. This will help you familiarize
yourself with the market, and make it easy to
control sales.
The next step is taking the knowledge and experience
you will acquire with low-end residential projects
and market the pool builders, landscape contractors
and homebuilders, as a subcontractor. This market
is harder to break into and has a lower profit
margin yet once you break into it, and sometimes
it only takes one good account, you will have
the pool builder doing all the marketing and
sales of your product and service allowing you
to concentrate on implementing a method for
volume, which can be very profitable.
After you have the confidence to sell and install
pre-cast waterfalls and boulders you can start
taking on small custom projects such as poolside
grottos, waterslides and pre-cast rock panel
veneering. Custom waterfall/pond combinations
are becoming high demand projects in the residential
market.
With small custom project experience, begin
working your way up to larger custom residential
projects and/or small commercial custom projects
such as commercial pool renovations or entryway
waterscapes for subdivisions and hotels.
Goals you strive for depend upon which markets
you want to focus on. You can build a big business
on low-end residential projects, high-end residential
projects, small to large commercial projects,
or a combination, it depends solely on what
you want and what your local market will support.
If you are going to focus on wholesale installation
for pool companies, find out what their markets
are and structure your guidelines and prices
to fit their needs. Pool salesmen will not promote
a product that they are not familiar with. The
simpler you keep things, the more other companies
will promote your products or services.
