9 minute read
Aspiring to make a difference by giving back to the industry: A moment with industry stalwart - Pal Jacobson aka 'Jake'
How and when did you enter the pool and spa industry?
In 1985. Paul Parsons and I were playing on the same Melbourne ice hockey team. Paul was heading up the development and growth of a Canadian based Pool & Spa Chemical Supply company call BioGuard in Canada, trading as Swim Chem in Australia. I was managing a catering company warehouse at the time and he asked me if I would be interested in changing careers. I told him I didn’t know anything about pool or spa chemicals, but he seemed to think that the way I played hockey, I looked out for teammates and was dedicated to the sport, I would be well suited to a sales position that he wanted to fill. Go figure! So here I am today, still in the industry and still with BioLab after 36 years.
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What certification/credentials do you have?
Certificate 3 and Certificate 4 in Pool and Spa Service and Maintenance and a Certificate in Life and Business Coaching.
What have you seen change in consumer demand over the years?
An increased lack of trust.
With huge changes in social, environmental, political and health over the past ten years – along with information at our fingertips via Google and other search engine providers - consumers are more informed now than ever before. Yet so many are more confused than ever before. Which has resulted in ‘buyer paralysis’ for some. With the constant battle to decipher facts, varying levels of product quality, purchasing options and pricing, consumers are unable to decide or determine who to trust with their decisionmaking process. Our challenge is to find more effective ways to communicate to the varied needs, demands and perceptions of today’s consumer, if we hope to retain or regain their trust.
Do it for me and online services.
As people’s lives have become busier, there has been a steady increase in the ‘do it for me’ services, along with buying online and click & collect options. Given the uncertainty of covid and varying levels of restrictions and lock downs, retail businesses have had to ramp up their e-commerce with online shopping platforms and varied purchasing options and offers.
High service expectations
People expect to get what they want, when they want it, if not sooner. With so many ways to purchase products these days you need to be on top of your game. If you’re not, consumers will buy elsewhere and possibly also communicate their negative experience on their social media platforms or on your website.
Greater demand for automation.
Australia was the first country to really embrace Salt Chlorination, not because people did not necessarily want chlorine, they just didn’t want to have to go out to their pool regularly to add it. Australians have always been the early adapters with new technology. This provides more opportunities for industry manufacturers and suppliers to develop and supply the latest devices and products capable of reducing the overall running and maintenance costs of owning a swimming pool or spa, whist providing end users with more time to enjoy their investment.
What do you like about the pool and spa industry?
Australia has the most pools per capita of the population than anywhere in the world. Aussies really love swimming or bathing in water. After all, we are surrounded by it. The pool and spa industry is small enough to get to know one another yet big enough to build a career. Although the industry is made up of competitors, its people are resilient, caring, compassionate and willing to support each other when things get tough. We all like to feel valued and accepted and that we are contributing to something bigger than ourselves. I know I do! The pool industry is great! It is all about providing or supporting pool and spa owners with products that offer hours of fun and family enjoyment, helping them cope with the challenges and stresses of life.
There is a quote I try to live by that goes something like this. “Don’t just aspire to be successful, aspire to make a difference, and remember to reach back and help others along the way.” I have been very blessed and fortunate to have worked with so many wonderfully talented people in this industry over the years, who were willing to share and invest their time and knowledge in me, so that I was then able to invest in others. For me, working for Biolab and its customers, and being able to support SPASAVIC with industry training, has allowed me to contribute to something much bigger than myself all these years.
What other changes have you seen over the years?
Healthier lifestyles are a conscious decision these days. Everyone is more aware of what they are eating, how much they are exercising and what they are doing to reduce stress in their lives. Back in the 80s and 90s pools were considered a chore, and many real estate companies wouldn’t advertise a home with a pool as it was harder to sell.
Now-a-days consumers are interested in lifestyle, so real estate advertising always shows pools and spas, plus backyard entertainment areas. It’s almost like buying the house is secondary! Consumers want to improve their lifestyle and pool and spa ownership is a big part of that.
What challenges have you seen the industry face?
Times of drought have certainly been a huge challenge for our industry in many regions of Australia. Twice now, the spa industry has almost ended overnight because of bacterial concerns and government making building sector decisions without consulting the pool and spa industry.
Fortunately through the lobbying of SPASAVIC and other supporting industries, the spa industry is stronger now than ever, and this has been bolstered by the effect of people being locked down through covid and consumers not being able to travel.
Do you have any career highlights? What are you most proud of?
My family and my faith come ahead of my business successes, but in terms of career highlights, having had the opportunity to start at the ground floor of a company, to build it and watch it grow, then look back knowing that I - along with many others! - played a role in creating something unique and very special. BioLab/BioGuard and its many stakeholders have helped to shape the way the industry is today. Back in 1983, Swim Chem/BioGuard was revolutionary. It was the first company to bring in computerised water analysis. No-one in the industry was doing anything like that. Most pool shops closed over the Winter months back then. One of the major shifts was helping Pool Shops to transition from just selling products to recognising their full retail potential. I’m very proud of what I’ve achieved as a member of the BioLab team.
When did you start training others in the industry?
From day one! I never really saw myself as a salesperson. It was always about trying to better understand customer needs, their business challenges and providing them with the necessary product training. The more confident they became, the more successful they and their businesses became.
I found that the business and life coaching training that I was using in my own business during a time of contracting to Biolab, really helped me define and understand where people were at. I found that when I came back to a full-time role with Biolab, my
newfound knowledge and experience filtered through in my work. Knowledge equals confidence in terms of customer service and sales results. Training and personal development have also featured prominently in my personal and professional growth over the years and as my role with Biolab has continued to evolve, I’ve remained interested, challenged and thankful for the opportunity to support SPASAVIC and its group of professional trainers with specific industry training.
What opportunities does the current climate present?
The pandemic has highlighted the need for an online presence AND a social presence, and the knowledge to go along with it all. But that’s not to say that when the pandemic ends, all those requirements will end also. We now need to engage consumers with as many communication tools as possible, based on the business offering and their purchasing habits. Do they prefer faceto-face interaction? Is the internet their preferred method of purchasing? Or is it a combination of the two? Do they prefer onsite service? For some consumers, lockdown has confirmed the value of a pool service. They just cannot manage the pool or spa on their own.
Unfortunately, the industry is currently finding it difficult to meet all consumer needs in terms of both products and servicing. The role of a service technician is very technical and for that reason, it is hard to find enough people to fill these roles in an expert capacity.
How do you see the industry pivoting and innovating in the future?
Innovating is recognising that there is a huge demand for environmentally sustainable products. Whether that is water treatment solutions, reducing power consumption, increasing the number of swimming months per year or just providing products that reduce the overall maintenance of pools and spas. Consumers are willing to pay more (up to a point) for products that make them feel better about their contribution to improving the environment.
Diminishing backyard size is another way we are having to pivot. The industry already had foresight on this, so probably the biggest driver has been the pandemic. Having a social media presence now is absolutely essential.
Some pool shops still only have a website, if that! It is so important that businesses constantly find ways to attract new customers. Loyalty has changed so much. Loyalty more often lies with best price or ease of purchase these days. So finding out what is important to the consumer is a priority, as that will allow a trusted relationship to be built. Once that has been established, then newer products and technology can be gently introduced in order for the consumer to save time and energy. If businesses want to survive, think about what best practice looks like. What does my shop need to look like? What does my service need to be like? Take notice of successful businesses and learn from them. If you don’t broaden your scope and address the challenges in front of you, the end may come sooner than you expect.
Is there anything you would like to say to the Victorian pool and spa industry?
To me, we are coming out of a very challenging time. It has probably impacted and shaped individuals and business in a bunch of different ways. No matter where you sit in the anxiety spectrum, the pandemic has proven how important our industry is. The backyard is more important to consumers than ever. Six months ago, many retailers had to convert to ‘click & collect’. Since then, consumers have embarked on the biggest backyard revolution ever seen. Now is the time to ask ourselves: ‘what have I learnt’, ‘what needs to change and how will I bring those changes about’ because this won’t be the norm. It will be something else twelve months down the track. The sooner you know how to deal with these questions given the pace of the constant changes we are facing, the more successful you will be in servicing the needs of your existing and future customers.
