Selling conseruation devices: opportunity with obligation

By Fred E. Schmuck Vice president Fluidmaster Corp. Anaheim, Ca.

tages. But, all too often the user compensated for the resultant slow flow by running the water longer, especially in the shower.

born from this exciting new field. Check each one out through whichever sources you find reliable. Even if the firm has no track record, its principals and c.e.o. can be investigated.

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ITROVE

IT, you'll sell it. Don't, F vou won't.

In ihe new home conservation products market, the latest adjunct to the ever expanding do-it-yourself industry, the difference between slumping and soaring sales at retail can be summed up by this simple admonition.

Since 1974, our perceived dependence on foreign oil has uncapped an outpouring of crude conservation products. Even before this, however, subnormal rainfall, unchecked demand, insufficient storage and repeatedly-rejected bond issues began to give rise to the most insidious shortage of all: an evaporating supply of fresh water.

In either field, opportunities mushroomed overnight. Although some of their inventions were sound, others lacked the research needed to perfect the product. To wit, toilet dams. Installed inside the tank, the dams, in theory, would conserve by reducing the volume of water displaced per flush. In use, however, they prevented sufficient flushing to move solid waste materials through lateral sewer lines to the mains, resulting in costly clogs.

Of minimalbenefit, too, were flow restrictors. Designed for shower, sink and lavatory supply lines, these flow reducing discs promised to cut water consumption 30-5090. Indeed, they restricted flow by those percen-

Such panaceas sold in short order; but, in the long run a too-frequently ripped-off public issued fair warning to makers and sellers of conservation products: prove to me that it will really save, and I'll buy it. Otherwise, I wontt.

Many customers expect a retailer to have first-hand knowledge of every item he sells. We know this to be an impractical expectation in light of today's home centers and suPer stores. Nevertheless, there are several discriminating questions the buyer or manager can ask in reviewing any purported conservation product.

Story at a Glance

Conservation product validity vltal ways to select reliable, cr€ditable merchandise, ex. pand sales ... help customer.

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Are performance claims substantiated on the package or readily verifiable elsewhere? If the label states "Saves Water With Every Flush," are the answers to "how" and "whY" clearly detailed on the package? Has the product been written up in leading retailing magazines and related trade journals? A new, qualitY Product usually finds editorial acceptance.

Is the product guaranteed, and to what extent is the buYer Protected?

(4) If billed as an energy saver, does the product qualifY for state and/or federal energy tax credits?

(5) Does the vendor have a trusted salesman-one who has not steered you wrong in the Past? Reselling with confidence follows buying with confidence.

(6) Does the concept make sense to you? After all, you are a consumer, too. Could You be motivated to buY the Product, or do you find yourself highlY skeptical? If so, go back to No' 2. If the promises on the package don't ring true to You, they won't to your doubting patrons, either.

(1) Is the manufacturer an established, reliable firm with credibility in the conservation products or product related industry? The consumer will deem logical, say, GE's entry into the electricity conservation products market, but may look askance at a water-saver marketed by a pharmaceuticals firm. Don't be unduly shy of new companies. A giant of future industry is sure to be (Please turn to page 50)

Retailers have a great opportunity to expand sales of measurable conservation devices. Like power tools, housewares or light fixtures, these items, too, tend to sell better when grouped together. A carded item, set