Over 90% of people purchasing water treatment systems recognize the Culligan name. You most likely fall into that 90% and knew our name and reputation before you even started your search. The Culligan brand is known for having the highest quality offerings available, and that translates to the best security and value you can get. With Culligan, you have the security of knowing you’ll always get what you pay for and so much more. To solidify our point, Consumer’s Digest gave the Culligan Gold water softener a Best Buy rating – the only one with that designation!
Since many shoppers have limited experience with purchasing a water treatment system, here are some examples of things you may come across.
High Pressure Sales Tactics
Most consumers shopping for water softeners experience many of the same situations. A telemarketer calls offering free water tests, a salesman knocks your door as a “water consultant” and continuously encourages you to sign a contract, leaving you feeling pressured to make a decision.
Many of our competitor’s sales pitch includes a price range from $4,000 to $9,000, and that’s expensive for a water system. They have to charge that much for their systems because they spend so much money on marketing. For example, the salesperson gets a 20% commission, the telemarketer gets a percentage as do the sales and marketing managers, and there are many more people with their hands in the cookie jar. The average sales and marketing cost is around 35% of what you’re charged, and they often spend between $600 – $700 per sales lead! That’s over the top! All businesses have marketing expenses, but our sales staff is paid by salary, not a commission. In comparison that keeps our marketing costs drastically lower, which leaves our potential customers with no pressure.
Another indicator that you’re speaking with a less-than-desirable company is that, for all their excitement, they offer only one water softener and one filtration system (most commonly reverse osmosis). Interestingly though they offer their one choice as a being “custom” or “personally tailored” water system. How can it be both a “custom” product and a one size fits all?
One great question for you to ask the “expert” pressuring you for an immediate decision is, “How much is the cost of testing your water at an EPA certified lab?” They will give you several reasons (i.e., excuses) about why that is not necessary because they want to make a sale now, not time to wait for those results.
Water Treatment is not their Primary Focus
On the other side of that you have small independent businesses who are also contractors, plumbers or other professions that offer water treatment as a lost leader. Since “water treatment” is not their primary focus they may have a less supportive staff. If water treatment is not their primary focus, you are likely to be treated as a second-class customer. If you choose to go with one of those firms:
- Ask them to provide insurance documentation
- Read warranty and service agreements carefully
- Ask for referrals
If you are a do-it-yourselfer and have a good understanding of plumbing, this might be an option for you. However, if something goes wrong you lack the support for getting a warranty upheld or parts for discontinued items. You need a water test by a qualified lab to know exactly what you need to best treat your water. Treating your water blindly can result in the same problem occurring or even additional ones.
These companies show up and blanket an area with a sea of “door knocker” sales people. Scariest of all is they, when they show up, they already have an exit plan in place. Their tactics are similar to the high pressure folks, and their salespeople are often pushed pretty hard. Culligan has been here for decades, and that’s a lot of security.