When Jay Breckman, president of LCL Spas & Billiards, finished university, he joined his parents selling Softub spas. “We grew it, took on larger lines and decided to go into a larger marketplace, Winnipeg,” he explains.
Now LCL, whose motto is ‘Trusted, preferred, always referred,’ is one of the top dealers for Coast Spas, winning the International Service award from the company nine times. “We’re proud of that,” he says. “It’s something that’s based on measurable results from the dealer areas, and we certainly hang our hat on that one. It gives our customers a lot of confidence in doing business with us.”
But it’s not awards that keep the customers coming back (more than 40 percent of its business comes from referrals) — it’s the relationships that LCL works hard to establish with everyone who walks through the door.
“I think that [the store’s longevity] has to do with a loyal customer base,” Breckman says. “I think it has to do with carrying a quality product that we believe in and giving good customer service.”
LCL has success with a combination of home shows and its own events throughout the year. Another program that helps generate cash flow year-round is its hot tub rentals, which serves a dual purpose.
“It’s also a great way to do some charity work,” Breckman says. “We often will give prizes to different charities that they can auction off to generate revenue, so it helps to give back to the community.”
Breckman runs the business with his two brothers, Eric, the sales manager, and Trevor, who manages the service department.
“We’re laid back when customers come in,” Breckman says. “We like to have a warm, friendly atmosphere, which people seem to respond to. Most of our staff have been here a very long time, so it’s one big family.”