SO-CALLED “SLASHERS” are everywhere these days. Writer/editor, actress/singer, director/producer…but spa owner/minister? That’s a new one. In past issues, we’ve interviewed veterans, former salesmen of all stripes and retired civil servants — but Alan Snelling is the first minister. In addition to serving as associate pastor at Bible Teachers International, Snelling and his brother David run Conroe Spa Plus and Olympic Pools in Houston and Willis, Texas. Snelling found a calling beyond the hot tub business after losing his father, Dave, to cancer six years ago. After his passing, Snelling began attending church again. “The next thing I know,” he says, “I’m getting ordained as a minister.”
His pastoral duties have given Snelling a new perspective on Conroe’s operations.
“Our pool and spa business is mainly so that we can fund the ministry and do God’s work,” he says. That means working harder — and smarter — than ever in the wake of the recession.
“The things that my mom and dad might’ve done in the past,” Snelling says, “are not gonna work. Internet and guerilla marketing is what you have to do today versus Yellow Page ads, newspaper, flyers or mail outs.” Snelling’s mother, Dusty, purchased the company in 1982, eventually adding Sundance Spas. Now, hot tubs make up the majority of the business, and they’ve given up new pool builds in favor of pool renovations.
The company follows up on every lead. If they have more leads coming in the Willis location than it can handle, they get sent to the Houston team. Comprised of former telecommunications salesmen, the lead team’s skills translated to hot tubs seamlessly.
“Sometimes people are six, eight months out [from a purchase],” Snelling says. “Take this one customer, for example: They haven’t bought, but they’ve seen me at five or six shows. When they’re ready to buy, they’re going to buy from us. They’re like, ‘Ya’ll again! You keep calling me. We’re not ready yet; we’re still looking for a house.’ But that’s the thing: They keep seeing us. They might not talk to me, but they hear the same story.”
Where are all these leads coming from? Manufacturers, yes, but also from a variety of events. When traditional home shows were no longer working for them, Snelling began exhibiting at events — motorcycle and boat shows, wine festivals, rodeos, state fairs —where a hot tub booth would be something of a novelty. “I look for events that draw a wide variety of people,” Snelling says.
Snelling views events as a marketing and promotional opportunity, and he’d love to get some sales from them — but that’s not how he measures success. “[Customers] want to come into your store and see if you’re legitimate retailer,” Snelling says. “Once you get them in your showroom, they’re on your territory.”
Throughout the year, the company carefully tracks where people heard about them so they’ll know if an event drew in enough people to warrant a return. (“There’s one show I’ve done for the last three years, and I have not traced anything to it,” Snelling adds.)
Snelling says he’s trying to grow the business in new areas these days. “Luxury items are normally the first-place cut” in a bad economy, he says. “We [began] looking at different avenues to do that: pool cleaning, renovations, repairs and spa service.”
Throughout his personal and professional experiences in the industry, Snelling is quick to give credit where he feels it’s due. “We know that God looks after us,” he says. “It might not be what we want all the time — but when it gets down to it, he supplies our needs.”