How a Brick and Mortar Company Sells Hot Tubs with ActiveCampaign

a Waterworks hot tub being lifted by a crane onto a porch in Alaska
If a giant construction crane shows up at your house in Alaska, it might just be there to install your hot tub.

The Alaskan terrain is rough. As you might imagine, it can get cold up there. Before a hot tub is sold, a team needs to do a survey of the site—to see if installation will even be possible.

For Kali Tucker, owner of the spa and sauna company The Waterworks, the terrain creates some interesting challenges for sales. Hot tub installations can get tricky, and most hot tub sales happen in the summer months.

A rough sketch of the sales process looks like this:

  • Reach people interested in spas and hot tubs
  • Collect people’s contact information to turn them into leads
  • Nurture those leads until they’re ready for a site survey
  • Schedule a site survey (to see if the crane is necessary)
  • Sell the hot tub
  • Install the hot tub

The Waterworks was founded in the 1970s by Kali’s parents, Tim and Linda. As a family-owned business in a niche market, the company uses showroom models to show potential products to their customers.

Tim Bennett, one founder of the Waterworks

Tim Bennett, one founder of the Waterworks

As the world moves online, Kali needed a way to connect customers at showrooms to her online marketing.

She needed to take the load of follow-up off her salespeople, so they could focus on closing deals instead of chasing them.

She needed a way to standardize her sales process.

She used ActiveCampaign.

ActiveCampaign multiplied Kali’s best salespeople

At every company, there are stellar salespeople. The people who follow up quickly, close deals, and do a fantastic job every time.

Unfortunately, there are only so many of those people to go around. And when your best salespeople are spread thin, their talents aren’t being used as effectively as they could be.

That’s where ActiveCampaign comes in.

For all that top performers are unique, a lot of the techniques they use are repeatable.

When a contact first gets in touch with The Waterworks, there’s a process for initial follow-up. When contacts express interest in particular products, that’s another opportunity to reach out.

In most cases, it’s possible to do that initial, repeatable follow-up with automation.

As we’ve written before, a welcome email is one of the best ways to follow up with new contacts. The moment after people give you their contact information is the moment they’re most interested in what you have to say—it’s a great opportunity to reach out.

The Waterworks also used ActiveCampaign’s site tracking to tap a source of leads they never knew existed.

“Finding out about the site tracking opportunity from Skip Shean, my ActiveCampaign Certified Consultant, has really changed our game,” said Tucker. “I feel like were much more responsive to the potential clients wants and needs, often before they even realize it. It’s helping us close more deals.”

If a contact visits the same product page 3–4 times, doesn’t it make sense to guess that they’re interested in that product?

So when people keep coming back to the page for, say, an Endless Pool Fitness System, Kali tags them as being interested in that product—and automatically follows up with a related message.

an example of a site tracking automation

A simple example of a way to follow up with contacts based on how they use your website

Before site tracking, there was no way to see these interested potential customers.

But they were there. ActiveCampaign made it possible to find them.

Automating the entire customer lifecycle

In any sales process, there are stages that leads need to work through before they’re ready to become customers.

One way to move people through those stages is with a salesperson. But could automations move people through each stage automatically?

Spoiler alert: the answer is yes.

To be clear—salespeople are still absolutely crucial to the sales process. There’s no substitute for having a real person listen to what you’re looking for and answer your questions.

But salespeople are also limited by time. So if there’s a way to take some workload off of them—so that they can spend more time talking directly to leads instead of manually sending nurture emails—it’s probably a good idea.

How?

With goals.

In ActiveCampaign, goals let you track contacts who have completed specific actions. You can decide which actions are important to your sales process, then use goals to see which contacts take those actions.

You can set a goal based on just about anything that ActiveCampaign can track.

the options available to define goals in ActiveCampaign
You can define goals based on just about any information you have in ActiveCampaign

Crucially, you can also use goals to move people around your automations.

If someone interested in a hot tub schedules a site survey (to see if the crane will be necessary), they don’t need to keep getting messages about different products.

At this point, they know which product they’re interested in. And you know which product they’re interested in.

The messages you send should reflect that.

Kali uses goals to put the right customers in the right stage of her automations.

Early on, leads might need information about the different hot tub, spa, and sauna options available to them.

Once they’ve picked a category of product, they might want comparisons between specific products.

And once they’ve chosen a product, they need to schedule a site survey.

Each of those stages is different—and goals can pull people into the stage that best matches their needs.

This automation is a simplified illustration of how goals can help you manage a funnel.

How goals can be used in nurture automations

An example of how a goal can be used in a nurture automation

When a contact signs up, they receive a short series of messages pushing them towards scheduling a consultation.

If they schedule a consultation at any point, the goal step activates. It pulls contacts to that part of the automation, so that they don’t get emails that are no longer relevant to them.

If a contact completes the goal (by scheduling a consultation), they’ll go into a new automation that gives them more information about the site survey process.

If they don’t, they go into an automation that provides more nurturing information.

A process like this, that combines goals with lead nurturing, helps you send contacts the information that they need.

It also frees up salespeople. When sales teams aren’t sending dozens of repetitive emails, they have the freedom to provide a more personal experience for the leads they interact with.

The future of ActiveCampaign and The Waterworks

Setting up a sales funnel through ActiveCampaign has saved The Waterworks a ton of time—and identified lead sources that they never knew existed.

Still, there are even more plans for the future.

The ActiveCampaign iPad app can collect leads in person, without an internet connection—perfect for in-person events with unreliable WiFi.

Integrations with a scheduling app like Calendly might make the site survey process even smoother.

And retargeting leads using Facebook Custom Audiences might help make the most of the information that site tracking has revealed.

The possibilities are enormous. For a brick-and-mortar business in the Alaska roughness, ActiveCampaign is helping connect their online and offline worlds.

A trial is worth a thousand words.

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