Sales Process
Follow this process from first contact through post-install. Consistency here is the difference between a deal and a loss — and the foundation of every lasting customer relationship.
"Meet the customer where they are — ask the right questions, and you will be able to pinpoint the needs of each customer."
Initial Contact — Move Within 5 Minutes
Leads arrive via BF Design Studio (AimBase), phone, website forms, email, walk-ins, or contractors. Contact every new lead within 5 minutes — speed is proven to prevent customers from shopping competitors. Gather full name, phone, email, and address. Lead with the "Why Bullfrog" story. Qualifying questions: Why a spa? STR or personal use? Seating size? Budget? Timeline?
Narrow to 2–3 Models
Identify their needs and present only 2–3 options — too many choices overwhelms and stalls. Highlight the features that matter specifically to them (ozone, JetPaks, seating layout, energy efficiency). Pause for questions; their questions reveal their priorities. Create and send estimates with Warranty Information and JetPak Guide.
Follow Up: 1–2 Days
Call or email to confirm they received info and to answer questions. Mention any current sales promos — you can mention an upcoming promo up to 5 days before it starts. Offer additional resources (spec sheets, electrical diagrams). Let them know next steps: site scope, finalize details, 50% deposit.
Continued Follow Up — Never Stop
Not everyone buys right away. That is okay. Follow up at 1 week → 2 weeks → 1 month → around promos. Don't stop unless they explicitly ask you to. If they bought elsewhere, thank them and remind them we service and maintain all spa brands.
Purchasing — Review Every Line Item
Review the estimate with the customer line by line (colors, accessories, options). Convert to invoice — typically a 50% deposit. Schedule site scope with Service Manager. Build spa order in the Bullfrog portal. Have a Sales Manager review before placing. Add to the Spas to Install Google Sheet with notes on electrician, installation method, and customer timeline.
On Order — Create in Skimmer
Create the customer in Skimmer with spa info, access codes, and serial number. Lead times: Bullfrog Spas ~6–8 weeks, Smartops ~7–9 weeks, custom covers ~6–8 weeks. As arrival approaches, confirm site scope is complete and installation is internally scheduled. Under-promise and over-deliver on timelines.
Installation Day
Notify the customer when the spa arrives. Coordinate with Service Manager (includes electrical and crane if needed). Communicate clearly whether you're doing full installation or placement-only with a return visit — manage expectations upfront. Complete the Spas to Install Checklist for the installation team.
Post-Install — Close Strong
Register warranty and submit for Co-Op. Perform free post-install inspection and orientation at the same visit. Email the Owner's Manual and Water Care Guide beforehand. Balance chemicals, install Starter Kit. Recommend @ease for personal use, chlorine tablet floaters for STRs. Go over filtration settings (Standard — minimum 2 hrs twice daily), jets, lights, audio. Ask them to scan the QR code for a review. Always check that Warm Weather Mode is OFF in the Configuration menu. Follow up within 2 weeks.
Knowledge Check — Sales SOP
4 questions · Answer all to continue
Module Complete
Why Bullfrog
Start every conversation here. Sell the life, not the tub. Get them talking about why they want one — then anchor everything to Bullfrog's differentiators.
"We don't sell hot tubs — we create spaces where life slows down."
JetPak Therapy System™
Patented interchangeable massage pods. Customers choose, move, and upgrade their massage — no other brand on the planet can say this. Up to 90% less plumbing than conventional spas.
Minimal Plumbing = Minimal Risk
Traditional spas run lines to every jet plus 90° fittings — all prime leak points. Bullfrog eliminates most of this. Fewer leaks, better energy efficiency, better heat retention.
EnduraFrame™ Construction
100% ABS composite — no rot, no rust, no warping, ever. Outlasts wood frames (termites, moisture) and steel frames (rust). EnduraFrame carries a lifetime warranty on A, M, STIL, and Swim Series.
Built for Colorado
Manufactured in Salt Lake City, Utah — designed from the ground up for cold climates. High-density foam insulation standard. No 90° fittings vulnerable to freeze damage. They know our winters.
@ease / AOP Water Care
The @ease system keeps chlorine near 1ppm — same as city tap water. AOP (M/SWIM standard) reduces chlorine demand by up to 90% vs traditional methods. Cleaner, healthier water with less work.
Gecko Equipment
Industry-standard parts available from multiple sources. Order-in parts arrive in 7–10 days. Competitors often use proprietary parts that take much longer and cost significantly more to replace.
Use this after explaining the JetPak system and plumbing advantages. It creates a mental anchor — once they understand the difference, the competition feels like a step backward.
Knowledge Check — Why Bullfrog
3 questions · Answer all to continue
Module Complete
Closing Framework
Four steps, every time. Agree → Reframe → Educate → Close. This framework turns any objection into an opportunity and keeps the conversation moving forward.
Never fight the objection. Validate their perspective first — it lowers resistance and builds trust.
Acknowledge what the competitor or concern does well, then gently shift the lens to what matters most.
Give them one key fact that changes the equation. Keep it simple — one insight wins more than ten facts.
End with a question that forces a choice and moves the conversation forward. Never backward.
Agree: "Totally fair." · Reframe: "Most people feel that way at first." · Educate: "This is used almost daily for years — it's closer to a car purchase than a one-time buy." · Close: "Does that long-term value justify the investment?"
Agree: "That makes complete sense — it's a big decision." · Educate: "Just make sure you're comparing construction quality, not just price tags." · Close: "What specifically would you want to compare? Let's address it now."
Agree: "Totally fair — it's not a small decision." · Close: "What specifically are you unsure about? Let's work through it together right now."
Discovery Close
- "Can you see yourself using this?"
- "Does this feel like what you were hoping for?"
- "What would need to happen for this to feel right?"
Choice Close
- "Would you rather have fixed or personalized?"
- "Which matters more — tough or tailored to you?"
- "Do you want legacy… or latest?"
"Once people understand Bullfrog… they don't go backwards."
Knowledge Check — Closing Framework
3 questions · Answer all to continue
Module Complete
Competitor Guide
Know what you're up against. Use this to educate customers — never to bash competitors. Lead with Bullfrog's strengths, and let the facts do the work.
| What Matters | Bullfrog | Hot Spring | Jacuzzi/Sundance | Arctic |
|---|---|---|---|---|
| Customization | Fully customizable | Fixed | Fixed | Fixed |
| Massage Experience | Personalized JetPaks | Standard fixed | Standard fixed | Strong but fixed |
| Plumbing Complexity | Minimal (JetPak) | Complex | Complex | Complex |
| Frame Material | ABS — no rot ever | Mixed | Steel (can rust) | Composite/Wood |
| Energy Efficiency | Very high | High | Moderate | High |
| Cold Climate Ready | Yes — designed for it | Yes | Yes | Excellent |
| Parts Availability | 7–10 days (Gecko) | Proprietary, slower | Proprietary, slower | Varies |
Water Care Differences
- Highlife uses FreshWater Salt System: 3–5ppm chlorine residual, goes inactive after 10 days of no use
- Highlife requires up to 5 total filters — costly Tri-X ceramic filters that clog faster
- Bullfrog uses 1–2 Simplicity filters that tuck behind JetPaks — no interior space lost
- Bullfrog @ease keeps chlorine near 1ppm — far lower than HotSpring's salt system
Build & Service Differences
- Wood frame — heavy, rots, susceptible to termites and moisture
- Moto-massage in Highlife is a known failure point — expensive to repair
- Proprietary parts = longer wait times, higher repair costs
- Bullfrog Gecko parts: stocked widely, arrive in 7–10 days
Water Care Differences
- ClearRay UV bulbs cost ~$300 to replace and last only about a year — tricky installation
- Combined filter design creates a large filter weir that takes up interior spa space
- Proprietary filters = more expensive and harder to source
- Jacuzzi introduced True Water nanobubble system recently — comparable to AOP; learn more as info develops
Build Differences
- Steel frame — heavy; can rust and degrade over time
- Sundance 880 has an air blower — an additional point of failure
- Jacuzzi LX pumps manufactured separately from ours — known to fail more frequently
- Many proprietary circuit boards = longer repair timelines
Arctic Spas
- Acknowledge the cold-weather reputation — it's real
- Built rugged, but fixed jets — no customization, no JetPak personalization
- Bullfrog gives cold-climate durability (built for Utah winters) AND full JetPak personalization
- Close: "Which matters more — tough or tailored to you?"
Dr. Wellness (Granby-specific)
- Factory direct = customer handles their own delivery, installation, and warranty claims
- We cannot assist with warranty claims on outside purchases (though we can still repair)
- Traditional plumbing with 90° fittings and multi-port manifolds = higher leak risk in our winters
- Requires an additional insulation upgrade for winter temps — Bullfrog includes this as standard
- Warranty covers labor for only 6 months vs Bullfrog's full warranty period coverage
Knowledge Check — Competitors
3 questions · Answer all to continue
Module Complete
Objection Destroyer
Agree → Reframe → Educate → Close. Every time. Never fight an objection — redirect it. These are the four conversations every new salesperson must have ready.
"They are — great reputation."
"They've perfected the traditional design."
"Bullfrog reinvented it with customization."
"Would you rather have fixed or personalized?"
"Absolutely, very rugged."
"Built tough, but a fixed experience."
"Bullfrog gives both durability AND customization."
"Which matters more — tough or tailored to you?"
"They're very well known."
"They built the category."
"Bullfrog evolved it with modern engineering."
"Do you want legacy… or latest?"
"Totally fair."
"Most people feel that way at first."
"This is used almost daily for years."
"Does that justify the investment?"
"Once people understand Bullfrog… they don't go backwards."
Knowledge Check — Objections
3 questions · Answer all to continue
Module Complete
Covers & Lifters
Every new spa includes a free premium cover and CoverMate I lifter. Knowing every upgrade option is how you maximize deal value and set customer expectations correctly.
| Series | Cover Material | Color Options | Lifter Included |
|---|---|---|---|
| A Series | Patio Performance | Dusk or Dove | CoverMate I |
| X Series | Patio Performance | Coffee or Pewter | CMI (CM Freestyle for X6R) |
| M Series | Patio Performance | Black or Pewter | CoverMate I |
| STIL | Patio Performance | Pewter | CoverMate I |
| SWIM | Patio Performance | Dusk | 2× CMI EXT |
| Calm | Patio Performance | Black | CoverMate I |
CoverMate Zero — $179 upgrade
- Full retail: $355
- Compact hydraulic design with one locking piston for safety
- 8" clearance behind, 5" on each side
CoverMate Vanish XL — $699 upgrade
- Full retail: $799
- Low profile — cover folds down behind the spa
- Full hydraulic assistance
- 25" clearance behind, 5" on each side
Classic Covers
- Fold opposite direction from factory (left-to-right instead of front-to-back)
- Vinyl: $799 · Weathershield (Patio Performance): $849
Walk-On Covers
- Thicker foam — 6"–4" taper vs standard 4"–2"
- Can support standing on top — great for families with children
- Vinyl: $1,300 · Weathershield: $1,350
Smartop Upright — $3,000 (retail $3,600)
- 8" clearance behind, 6" each side
- For spas under a cover structure — verify height clearance for half the cover
Smartop Vanish XL — $3,000 (retail $3,600)
- 28" clearance behind, 6" each side
- Cover folds down behind the spa — low profile solution
Knowledge Check — Covers & Lifters
3 questions · Answer all to continue
Module Complete
Current Promotions
Always mention active promos to every lead. You can also mention the next upcoming promo up to 5 days before it starts — it creates urgency without pressure.
Knowledge Check — Promos
2 questions · Answer all to continue
Module Complete
Email Templates
Copy, personalize, and send. Every email should feel personal — adjust names, models, and any current promo details before hitting send. Consistency builds trust.
Thank you for your time in the showroom today! Based on our conversation, there are a few options I think would work well for your needs. I have attached estimates for the following spa models:
• [Model 1]
• [Model 2]
• [Model 3 if applicable]
I have also included the Warranty Information and Trim Level Comparison Charts for your review. For information about the Smartop Cover System, feel free to ask and I can send those details as well.
Please let me know if you have any questions. Thank you again, and I hope you have a great weekend!
I hope your [season/week] is off to a great start! I am reaching out today regarding your interest in the [Model] from Bullfrog Spas.
To get started, I have attached the estimate for this spa. I have also included the Warranty Information and JetPak Guide. Please let me know if you have any questions. I will be in touch to discuss further. Thank you, and have a great day!
Thank you for reaching out about our [size]-person options from Bullfrog Spas! I have attached the estimates for our most popular models in this size. I have also included the Bullfrog Spas brochure, Warranty Information, and JetPak Guide.
What makes Bullfrog Spas so unique is their patented JetPak Therapy System. This system allows for personalized massage, and it utilizes less plumbing than conventional portable spas. [A/X/M] Series Spas carry an industry-leading warranty covering major components for [X] years.
We are a full-service spa dealership and offer repair and maintenance services throughout [your area]. Since we are right around the corner, we can often be out within 24–48 hours of being notified of any issue.
Please let me know if you have any questions. I look forward to speaking with you soon!
I hope your week is going well! I reached out a little while ago to discuss some possible spa options. Our [Sale Name] started today, so I wanted to send over updated estimates that include the current savings on the [models] (see attached).
If you have time this week, I would love to set up a phone call or a showroom visit to go over your options in more detail. Please let me know what your availability looks like. I look forward to hearing from you soon!
Knowledge Check — Emails
2 questions · Answer all to continue
Module Complete
Team & Install Checklist
Your team across all locations, the water care bonus program, and the post-install orientation checklist. Know these cold before your first solo installation.
Knowledge Check — Team & Checklist
3 questions · Complete to finish training
🎉 Sales Training Complete!
You've completed all 9 modules of the Spa Man Sales Training. You're ready to sell. The hot tub is calling.