Water: A Problem or Opportunity for the Operator Community?

Written by Steve Silha

Water. Despite how essential it is to our society and health, we often take it for granted. When your home’s water supply gets shut off, you quickly realize its importance. During recent construction in our neighborhood, we lost water for a day. Suddenly, we couldn’t wash dishes, do laundry, shower, flush toilets, wash hands, cook certain foods, or drink from the tap. Going without water makes you appreciate its value.

As a convenience services provider, there’s no doubt that you’ve seen the water category get more attention in our industry – especially over the past 5 years. And it’s no wonder. According to Grand View Research, the bottled water category is a rapidly growing sector within the global beverage market. Reports from Statista show that water consumption worldwide is vastly higher than other beverages. For example, the global consumption of bottled water reached over 500 billion liters in 2022.

 

These statistics initially suggest a positive health trend. Water is essential for wellbeing, refreshing to the body, and simply satisfying to drink. Most of us have experienced that moment of pure relief when gulping down a cold glass of water to quench our thirst. However, despite these benefits, this category presents certain challenges that we, as convenience industry leaders, must recognize and strategically address.

Let’s dive deep into the water category and explore it from every angle.

Why is water important?

As we know, water is essential to human health. It plays a vital role in nearly every physiological process in the body. It supports cellular function, helps regulate temperature, and assists in digestion and nutrient absorption. Here’s a detailed look at why water is so important for maintaining health:

How much water should you drink?

Water is incredibly important to your body. But, how much water should you drink?  The amount of water a person needs varies depending on age, weight, activity level, and environmental conditions. Often referred to as the 8×8 rule, a common recommendation is to drink eight 8-ounce glasses of water per day (about 2 liters or half a gallon).  Specific guidelines, as quoted by the Institute of Medicine (IOM) are: 

Men: About 3.7 liters (13 cups) of water per day from all beverages and foods.

Women: About 2.7 liters (9 cups) of water per day from all beverages and foods.

Keep in mind that water needs can increase with physical activity, hot climates, illness, or pregnancy.

Water is a fundamental nutrient that your body cannot function without. It plays a role in nearly every aspect of health, from cellular function to joint lubrication and mental clarity. Staying well-hydrated is crucial for maintaining optimal health and preventing a range of potential health issues.

Water in the Workplace

Water is not only essential for overall health, but it’s also crucial in the workplace for maintaining productivity, well-being, and a positive work environment. The availability and accessibility of water at work can have a profound impact on employees’ physical health, mental clarity, and overall performance. 

Here is an overview of why your clients should prioritize proper hydration in the workplace.

Improves General Wellbeing

Reduced Illness: Inadequate water intake can lead to dehydration, which can cause a range of issues such as dizziness, dry skin, constipation, kidney stones, and urinary tract infections. Ensuring that employees have easy access to water helps prevent these health issues and keeps workers in better physical shape.

Muscle and Joint Health: Dehydration can impair muscle function and increase the likelihood of cramps, soreness, and injury, especially during physically demanding tasks. Water is essential for maintaining joint lubrication and reducing the risk of muscle fatigue and strain.

Enhances Cognitive Function 

Mental Clarity and Focus: Even mild dehydration can impair cognitive function, including attention, memory, and decision-making. According to research by the National Institutes of Health (NIH), dehydration has been linked to decreased attention and concentration. This can lead to more mistakes, slower response times, and reduced problem-solving abilities.

Improved Memory and Productivity: Water plays a role in maintaining healthy brain function, including memory retention. Staying hydrated can boost employees’ ability to learn, retain information, and recall important details. Proper hydration contributes to more effective communication and quicker decision-making, making employees more efficient and productive.

Supports Mental Health 

Elevated Mood: Dehydration can cause irritability, mood swings, and increased feelings of anxiety or stress. Keeping employees hydrated helps maintain a more stable and positive mood, reducing the likelihood of frustration or negative attitudes at work.

Reduced Stress: Hydration has been linked to a reduction in cortisol levels, the hormone associated with stress. When employees are properly hydrated, they may feel less stressed and better able to handle workplace challenges.

Lower Mental Fatigue: Being well-hydrated helps maintain the brain’s energy balance, which reduces mental fatigue and helps employees stay alert and engaged throughout the day.

Enhances Workplace Performance

Higher Energy Levels: Proper hydration helps maintain energy levels and ensures employees stay focused and productive throughout the day.

Improved Performance: Dehydration has been shown to slow reaction times and impair judgment, leading to mistakes and inefficiencies. Adequately hydrated employees can work faster, think more clearly, and make fewer errors. This translates to improved performance across various tasks.

Decreased Absenteeism: Ensuring employees have access to water can help prevent dehydration-related illnesses that lead to sick days. A hydrated workforce is less likely to experience conditions like headaches, fatigue, or digestive issues, which can result in fewer missed workdays.

Promotes a Positive Work Environment

Enhanced Comfort: Having water readily available—whether it’s through water coolers, bottleless dispensers, or bottled water stations—demonstrates a company’s commitment to employee well-being and comfort. Small gestures like making sure employees have access to water can improve job satisfaction and contribute to a positive, caring company culture.

Social Benefits: Providing water stations or hydration areas in communal spaces (e.g., break rooms, kitchens) encourages employees to take regular breaks, socialize, and relax. This can foster stronger interpersonal relationships and teamwork.

Encourages Healthy Habits

Healthy Lifestyle: Offering water as a primary beverage option in the workplace encourages employees to drink water rather than sugary drinks or caffeinated beverages. This can help reduce the consumption of unhealthy drinks like sodas, energy drinks, or excessive coffee, which can lead to sugar crashes or caffeine dependency.

Supports Wellness Programs: Encouraging hydration as part of a larger wellness program can promote overall health initiatives. Companies that focus on hydration may also implement other health-focused programs, such as fitness challenges, healthy snacks, or mental health resources, all of which contribute to a healthier, more engaged workforce.

Reduces Risk of Workplace Injuries

Prevents Heat Stress: In workplaces with high temperatures—whether in factories, kitchens, or construction sites—water is essential for preventing heat stress and heat-related illnesses, including heat exhaustion or heat stroke. Providing easily accessible water throughout the day is critical in these environments, where employees are at a higher risk of dehydration due to sweating.

Improves Reaction Times: Proper hydration supports physical coordination and reaction time. Dehydration can impair these abilities, increasing the likelihood of workplace accidents, especially in environments where employees are handling machinery or performing physical tasks.

Encourages Micro Breaks

Promotes Movement: Having water stations available throughout the office can encourage employees to take breaks and move around. This can help combat the sedentary behavior linked to various health issues, including back pain, poor circulation, and increased risk of chronic diseases. Employees who take regular breaks to hydrate and move are likely to feel more refreshed and motivated to work.

Break Time and Productivity: Taking short breaks to hydrate or stretch can help employees recharge mentally and physically, leading to better focus and efficiency when they return to their tasks.

Demonstrates Corporate Responsibility

Sustainability and Eco-Friendly Practices: Many companies are adopting water-saving practices, such as using bottleless water coolers, installing water filtration systems, or encouraging the use of reusable water bottles. These initiatives can help a company reduce its environmental footprint by decreasing reliance on single-use plastic bottles.

Corporate Image and Employee Retention: Offering water to employees and making hydration a priority can improve a company’s image as a caring and responsible employer. This can help with employee retention, attract talent, and build a company culture that values employee health and well-being.

Key Takeaways

• Water supports physical and mental performance by preventing dehydration, improving focus, and boosting productivity.
• Hydration reduces absenteeism by preventing dehydration-related health issues like headaches, fatigue, and digestive problems.
• Water availability fosters a positive work environment, improving mood, encouraging healthy habits, and promoting social interaction.
• Water helps prevent injuries, particularly in physically demanding workplaces, by supporting heat regulation and physical coordination.
• Providing water can enhance employee well-being, contributing to higher job satisfaction, increased engagement, and overall workplace morale.

Water is a simple yet powerful resource that supports a wide range of functions in the workplace. By ensuring employees stay hydrated, companies can improve overall health, enhance productivity, reduce absenteeism, and foster a positive workplace culture. Making hydration a priority is not just about providing water—it’s about creating a healthier, happier, and more effective workforce.

The Problem: Plastic Water Bottles

We’ve established that water is vital for humans and providing accessible water to employees is essential. However, the collision between this need and our delivery methods has created a significant problem that requires our attention.

Globally, about 500 billion plastic bottles are used annually, with 35 billion empty water bottles discarded in the United States alone. Only 12% of these bottles are recycled in the US, while worldwide, a staggering 91% of plastic bottles go unrecycled.

What was once considered a background concern in our industry has now become impossible to ignore. We had hoped this issue wouldn’t become inflammatory, but today, anti-plastic sentiment has reached unprecedented levels and continues to intensify.

In 2024, anti-plastic campaigns continued to gain momentum globally, with a heightened focus on reducing plastic waste, particularly single-use plastics like bottles, straws, and packaging. Governments, businesses, non-profits, and grassroots movements have ramped up efforts to raise awareness, encourage behavioral change, and push for policy reform. 

Here are some of the anti-plastic campaigns in 2024 that drove significant impact:

Why Is Plastic a Problem?

While the problems with single-use plastics might seem obvious, it’s worth clearly outlining the reasoning. The ability to articulate these issues will help you build a professional water campaign and sell more effectively to your clients.

The problems with plastic bottled water span environmental, social, and economic areas. Here’s a breakdown of the key issues:

The Obvious Threat – Negative Environmental Impact

The most obvious and complex issue here is the negative environmental impact of single-use plastics.  Of these impacts, the most significant issue with plastic bottled water is its contribution to plastic pollution. Single-use plastic bottles are made from polyethylene terephthalate (PET). These plastics do not break down easily.  In fact, it can take hundreds of years to break down.  Because of this, large volumes of plastic waste continually accumulate in landfills, oceans, rivers, and other ecosystems. According to National Geographic, over 480 billion plastic bottles were sold worldwide in 2020 alone.

Not surprisingly, plastic bottles are one of the most found items during beach cleanups, contributing to marine pollution. To add insult to injury, when these bottles break down, they can leach chemicals into the water, harming marine life. The World Economic Forum has reported that, by 2050, there could be more plastic than fish in the world’s oceans, by weight.

The Hidden Threat – Other Factors to Consider

Beyond the obvious plastic waste problem lies a hidden threat: the massive carbon footprint created by producing and transporting plastic water bottles. This significantly contributes to greenhouse gas emissions. Plastic manufacturing requires substantial energy and raw materials while shipping bottled water—especially from overseas producers to North America—burns considerable fossil fuels. A 2020 Pacific Institute study found that over 1.39 million barrels of oil are used annually just to make plastic water bottles.

Despite marketing that portrays bottled water as pure and sustainable, it can actually contribute to water scarcity. Bottling companies often extract water from local sources, sometimes in areas already experiencing water stress. For example, large bottling operations in regions with limited freshwater can deplete local supplies, reducing community access to clean drinking water.

In some cases, the big bottling companies have faced criticism for extracting water from drought-prone regions, such as California and Michigan, and selling it at a profit, while residents struggle to access clean water.

Bottled water production also wastes significant energy. Making just one plastic water bottle requires substantial resources. The entire process—extraction, filtering, bottling, and transportation—uses far more energy than simply providing tap water. According to the Pacific Institute, bottled water production requires up to 2,000 times more energy than tap water.

Other Issues with Single Use Waters

Waste Management Issues

While plastic bottles are technically recyclable, global recycling rates for PET bottles are low. According to National Geographic, only about 7% of plastic waste is recycled, and even if a plastic bottle is recycled, it often doesn’t turn into a new bottle but into a lower-quality product instead. Much of the plastic ends up in landfills or the environment.

The use of single-use plastic bottles promotes a throwaway culture, where people may feel less inclined to recycle or choose reusable alternatives. This exacerbates the problem of plastic waste, which continues to accumulate in the environment.

Economic Inefficiency

Bottled water is generally much more expensive than tap water, yet it is often no safer or cleaner. Consumers are paying a premium for something that can be accessed from the tap for a fraction of the cost. In fact, bottled water prices can be up to 2,000 times more expensive than tap water, making it an inefficient use of resources, especially in developed countries where tap water is usually safe to drink.

The true costs of bottled water go beyond what consumers pay at the store. These costs include:

• Environmental cleanup of plastic waste.
• Healthcare expenses due to pollution-related health problems.
• Infrastructure costs for managing water resources and recycling programs

Health Concerns

While bottled water is generally considered safe to drink, the plastic bottles themselves can pose health risks. Some studies have shown that BPA (bisphenol A) and other chemicals found in plastics can leach into water, especially when bottles are exposed to heat or sunlight. BPA is a chemical that has been linked to health problems like hormonal imbalances, reproductive issues, and increased risk of certain cancers.

Bottled water, especially when stored improperly, can become a breeding ground for bacteria. If bottles are reused or not sealed properly, there is a risk of bacterial contamination. Although this is rare, it’s a potential concern, especially with bottles left in hot environments.

Over time, plastic bottles break down into smaller fragments called microplastics, which end up in water bodies, affecting wildlife and potentially entering the human food chain.   The issue of microplastics is becoming a larger and more present issue each month that passes and will continue to be a concern for many.

Social Inequities

While bottled water is marketed as a clean and pure source of drinking water, it is not always accessible or affordable to everyone. In low-income or developing regions, clean drinking water may be scarce, and people may be forced to rely on bottled water at high costs.

The business of bottled water often intersects with the issue of water privatization. In some instances, large multinational corporations have bought the rights to water resources in local communities, leading to public water sources being sold for private profit. This can create social tensions and exacerbate issues of water inequality, especially in countries facing water scarcity.

The Illusion of “Purity”

Many bottled water brands market their products as “pure” or “spring water,” leading consumers to believe that bottled water is of superior quality compared to tap water. However, in many cases, bottled water is simply filtered tap water or water from questionable sources. In some countries, tap water is better regulated and monitored than bottled water, which may not undergo the same level of scrutiny.

While some companies market bottled water as an eco-friendly option (e.g., made from recycled plastic or biodegradable bottles), these claims often don’t address the larger environmental problem of the massive amounts of plastic waste generated. In many cases, the use of plastic bottles, even if they are “eco-friendly,” still perpetuates the cycle of waste and pollution.

These are all demonstrable and legitimate issues that directly or indirectly relate to single-use products.  There are ways to mitigate their impact, however. Shifting towards sustainable practices, such as using refillable bottles, improving recycling rates, and reducing plastic production, is essential for addressing these issues and creating a more sustainable future.

The Solution to The Plastic Problem

Now that we have thoroughly outlined The Plastic Problem, we can discuss the solution. A professional water program is the ultimate win-win-win solution for the workplace.

The Business Owner Wins

A well-designed and robust water program brings multiple benefits to a business owner’s customers and employees. Unlimited free access to a variety of healthy water options can feel like a luxury. Bottleless water systems offer choices like still or sparkling water in a variety of temperatures. Many water programs even offer natural flavorings so the user can customize their pour each time they refill. With benefits like these, many companies that upgrade their water options are more appreciated by employees.

The Water/OCS Operator Wins

Despite the recent consolidation in our industry, convenience options from operators across North America have never been more abundant. Starting a water dealership or adding a high-performance water program to an Office Coffee Service (OCS) operation is profitable and helps businesses grow, as bottle-free water systems are in high demand across all types of businesses.

The Earth Wins

Statistically speaking, every bottleless water cooler placed where single-use plastics were regularly used eliminates 1,000 bottles per year.
The shift away from bottled water in favor of bottleless (“point-of-use”) water filtration systems has gained traction for several key reasons. These shifts are driven by environmental, economic, and health-related concerns, as well as the growing demand for convenience and sustainability.

Environmental Benefits of a Professional Water Program

Environmental Concerns

One of the primary drivers of the shift toward bottleless water filtration systems is growing concern over the environmental impact of single-use plastic bottles. The plastic waste from bottled water contributes significantly to pollution, particularly in oceans and landfills. According to the Environmental Protection Agency (EPA), over 60 million plastic bottles are thrown away each day in the U.S. alone.

Bottleless water systems (such as filtration units or water coolers connected directly to the water supply) do not require plastic bottles, which greatly reduces waste and supports sustainability efforts. Many consumers and businesses are opting for these systems as part of their commitment to reducing their carbon footprint.

While bottled water can appear cheap at first glance, it is often more expensive in the long run due to the recurring costs of purchasing and transporting bottled water. On average, bottled water can cost anywhere from $1 to $3 per bottle, which adds up quickly.

By contrast, bottleless water dispensers typically cost more upfront but have lower ongoing maintenance and operational costs. The water filtration system often only needs periodic filter replacements, making it much more affordable over time. This is particularly appealing for offices, businesses, and households that consume large amounts of water.

Health and Safety

Many people are increasingly concerned about the quality of bottled water. There have been instances where bottled water has been found to contain contaminants, and people may question the freshness of bottled water that can sit on store shelves for months or years. Bottleless water systems offer more control over water filtration, allowing users to ensure they have access to purified, fresh water at all times.

Modern bottleless systems often come equipped with high-quality filtration technologies, including reverse osmosis, UV light treatment, and multi-stage filters, which can provide cleaner, safer water than bottled alternatives.

Convenience

Bottleless systems are connected directly to the plumbing, meaning they provide a constant supply of water without the need for frequent bottle deliveries or replacements. This is especially convenient in offices or homes with high water consumption.  Additionally, these systems are often more compact and less obtrusive than the bulky bottled water dispensers that require large bottles to be stored and replaced regularly. They save valuable space, particularly in places where storage is limited.

Corporate and Institutional Responsibility

Companies are increasingly adopting bottleless water systems to enhance their sustainability credentials. They are seen as an environmentally responsible choice that aligns with corporate social responsibility (CSR) goals. Many businesses are also moving towards bottleless systems to provide employees with convenient, high-quality drinking water without contributing to the environmental impact of bottled water.

Bottleless water dispensers also allow for customized water temperatures (cold, room temperature, or hot) as well as sparkling water thus offering more options for employees compared to bottled water.

Growing Awareness of Environmental Impact

As consumer awareness of environmental issues rises, there has been increasing advocacy against the use of plastic bottles. Governments and organizations are also implementing policies to reduce plastic waste, with some even banning single-use plastic bottles in certain places. For instance, cities like San Francisco and countries like France have passed laws aimed at reducing plastic waste, which encourages people and businesses to seek alternatives like bottleless water systems.

Technological Advances

Advances in water filtration technology have made bottleless systems more effective and efficient. Many modern systems can remove a wide range of contaminants, including chlorine, lead, bacteria, and pesticides, ensuring that consumers have access to clean and safe drinking water.

Many bottleless water coolers now come with smart features, including filters that notify users when they need to be changed or sensors that monitor water quality. These innovations make bottleless systems more user-friendly and convenient.

Perception and Trends

As sustainability becomes more mainstream, people are increasingly making lifestyle changes to align with eco-friendly values. The adoption of bottleless water systems is part of a broader trend toward eliminating single-use plastics and making more sustainable choices.

As people become more aware of the environmental impact of bottled water, there is a cultural shift toward seeking alternatives. Bottled water is often seen as wasteful or unnecessary when there are more sustainable, efficient options available.

The move toward bottleless water systems reflects broader societal trends focused on sustainability, health, and convenience. Environmental concerns, including plastic waste and resource depletion, are major motivating factors. Additionally, economic considerations and the growing awareness of water quality and safety are helping fuel the adoption of bottleless systems. As technology continues to improve and public attitudes shift, this trend will likely continue to grow.

How To Launch an Effective and Profitable Water Program

It should be clear at this point that there is a distinct and robust demand for high-performing water options in the workplace.  While many convenience service providers already have a water program in place, many others either don’t offer one or do not put the proper resources, time, and effort into creating an effective and profitable water program.  We will outline what it takes to put a great water program in place and how it will benefit your business.

It all starts with the equipment.  If you stand back and look, you will see that the convenience industry landscape is populated with many different options for bottleless water systems.  The range of systems can start with inexpensive water coolers that cost as little as $200 to imported high performance water systems costing over $10,000.   The choice of what to use depends on the type of clientele you serve and their needs.  

Let’s use a metropolitan law firm as an example:

There are three areas where a law firm could use a water system.  The first is the main office floor.  There could be several areas where it would be convenient for employees to access a water cooler.  Here they can fill their reusable bottle or use the system to dispense hot water for a cup of tea.  There is a large selection of water coolers that offer still, sparkling, ambient, and hot water options.  

Now we move to the pantry or common area. Here we can find a bean-to-cup coffee system and perhaps a small micro market.  This is the perfect area for a beautiful water tap.  Several manufacturers offer water taps that can dispense still, sparkling, and hot water all from the same appliance.   This is also a great area to place a water dispenser that offers flavor options.  Many organizations want to replace sugary soda options with healthier alternatives such as flavored water with minimal sugar.

The last area we will look at is the conference room.  In the past, this is where law firm staff would set out plastic bottles of water or expensive imported sparkling water in glass bottles.  With the continued emphasis on abstaining from single-use products, this is the perfect place to introduce a high-performance bottling system.  Several manufacturers offer water dispensers that can fill a reusable glass bottle in seconds.  There are even options for the business to have its logo printed on the bottles.

What does all of this mean to you, the operator?  These options give you multiple opportunities to not only bring deeper value to your clients but to also increase your annual revenues and profit margins.  It truly is a win-win for everyone involved.

Now that we have explored equipment options, we must review the filtration needed.  All these water systems connect to a main water line but the quality of that water must be understood and adjusted as needed.  For example, in some rural regions or less developed cities, there could be pathogens or other problems with the water if it isn’t treated properly.  Conversely, in major metropolitan areas where water is treated regularly, the issue could be over-clorination.  In any case, there are multiple treatment options available to the operator to ensure that the water their clients drink is safe and tastes excellent.

Types of Water Treatment Options

There are three primary types of water treatment options available.  Reverse Osmosis, Carbon Block Filtration, and UV Purification.   Each comes with its pros and cons and has specific use cases.  Let’s explore each option. 

Reverse Osmosis (RO) Systems

RO systems use a multi-stage filtration process to remove a wide range of contaminants, including sediment, chlorine, heavy metals, and dissolved solids. Water is forced through a semi-permeable membrane, leaving behind impurities, which are flushed out into a waste line.

Reverse Osmosis is an extremely effective process that produces high-quality, pure water and removes most contaminants.  This process improves taste and odor if any are present.  The RO system, however, can be more expensive than other options.  This process will also require the addition of a remineralization cartridge if the waste system it is feeding has a sparkling water option.    

RO is the best option for locations that require a very high level of water purity and have the budget for a more advanced system. It is also a requirement if the location is in an area with extremely low quality or unsafe water.

Carbon Filtration Systems

Carbon filters use activated carbon to absorb and remove contaminants like chlorine, sediment, and volatile organic compounds (VOCs). An interesting fact about carbon filtration is that it was discovered and used as far back as Ancient Egypt.  It’s an affordable and effective method of removing common impurities and improving the taste and odor of water.  A downfall of this method, however, is that it is not as effective at removing heavy metals or dissolved solids.  The filters also need to be replaced regularly depending on the quality and make-up of the water going into them. 

Locations that require a cost-effective solution to improve the taste and odor of their water are the best candidates for this filtration option.

Ultraviolet (UV) Purification Systems

A less mainstream method of filtration is UV systems, which use ultraviolet light to kill bacteria, viruses, and other microorganisms in the water. UV is an effective method to disinfect water that does not remove minerals or change the taste of water.  It does not remove other contaminants such as sediment or heavy metals and requires electricity to operate. This is best for locations that are particularly concerned about microbial contamination in their water supply.

Determining Pricing

Once your equipment and filtration offering is set, you will need to determine a pricing structure.  Given the breadth of equipment options that exist, we will use an unspecified water system with generic pricing in this example.  The end goal, of course, is to define an example with an acceptable Return On Investment.

In this example, we will use a high-performance water cooler or dispenser that offers chilled still, sparkling, ambient, and hot water.

In this case, the goal is to have the operator sign a 60-month agreement at a $114.95 monthly charge.   This would result in an agreement valued at $ 6,897.00

The resulting profit of this single contract would be $5,397 with an ROI in just over 13 months.  

Powering the Revenue of Your Water Program

The last piece to this puzzle is the engine that will power your water sales – your sales and marketing program.  Below we will outline a comprehensive marketing and sales strategy for a corporate water program, focusing on attracting and converting businesses into clients.

Define Your Target Market

Your target market should be tailored to match the size of your salesforce.  For example, if only one person is doing the selling, it would be best to pick one target market and focus on this.  That doesn’t mean you must ignore leads that come in, but it is prudent to move forward with a focused sales and marketing effort.

If, on the other hand, you have a large sales force, you can divide up your sales team to attack specific verticals or perhaps focus on different specific geographic areas.  

As far as which target markets to attack, there are many to choose from.  Offices (small, medium, and large), schools and universities, gyms, healthcare facilities, and other businesses with employee and customer water needs. Focus on industries with a strong emphasis on health and wellness or sustainability.   You should have a great list to work on as you progress – the opportunities are there!

Clarify Your Marketing Objectives

Once you have your target list, the next step is to create or increase your brand awareness within the target market.  This is critical in supporting your sales team’s efforts.  Remember – first impressions are critical. If the information that the target individual is exposed to is not well done and effective, you may already have lost the sale.  

Do not skimp on the marketing aspect of your business. There are numerous ways to promote your water program, including:

How will you know if your marketing strategy is working? Create and track specific key performance indicators – KPIs. Examples of these could be:

• A plan to generate a specific number of qualified leads per month.
• A goal of converting a specific percentage of leads into paying customers.
• Obtaining a customer satisfaction rating of 4 out of 5.

Marketing Your Water Program

It’s no surprise the audience you are trying to reach includes sophisticated, tech-savvy, internet-driven consumers. A strong digital marketing strategy, complimented by traditional marketing tactics, is perhaps the most important way to increase your company’s water sales. Here are specific aspects explained in more detail:

Digital Marketing

A Modern, Informative Website

Most prospective clients will visit your website BEFORE reaching out to you for more information. Do you have specific pages dedicated to water and ice?  How current is the information? Is it easy to find your website through an internet search? If not, you may need to improve your website’s Search Engine Optimization (SEO).  Bottom line, if your website is not assisting your initial sales efforts, a website refresh may be in order.  

Content Marketing

Your company’s social media platforms should be utilized to promote your water program. Include informational posts, videos, and blogs. Your content should convey the features and benefits of your water program and how it’s helped your current customers. Elaborate on water quality, hydration, workplace wellness, and the benefits of filtered water solutions. Infographics are a great way to share data in a visually appealing format.

Don’t forget, testimonials from current clients are powerful endorsements!

Digital Advertising

Targeted ads on search engines can help you reach your ideal customers. Advertising campaigns on social media platforms like LinkedIn, Facebook, and Instagram can also help grow your business.

Email Marketing

Invest in building or purchasing an email list to reach ideal customers directly. Send targeted campaigns promoting your water program with special offers.

Traditional Marketing

Print Sales Collateral

Do you have persuasive sales materials for your sales team to distribute when they make cold calls or leave appointments with interested customers?  How about upgrades for existing clients? Print sales materials are impactful and may help close the sale. 

Direct Mail 

Direct mail campaigns to targeted audiences can have a significant impact. Develop personalized brochures or postcards to mail to key decision-makers in targeted companies.

Networking Events & Partnerships

Consider attending events and conferences to connect with potential clients and partners. In addition, develop strategic partnerships with complementary businesses, local organizations, your chamber of commerce, and local business publications to reach a wider audience and enhance your company’s brand image.

Digital marketing should be the focus of your marketing strategy but traditional marketing methods can yield measurable results and should not be dismissed out of hand.  Overall, executing a comprehensive marketing plan will enhance your leads and convert potential clients into paying clients.  Companies like VendCentral Marketing specialize in comprehensive marketing strategies for vending operators and can provide your business with specific recommendations to grow your sales.

Define Your Sales Operations

Sales is the lifeblood of your organization.   Marketing will create its own share of leads, but the sales team is a critical part of the process.  So, in conjunction with your marketing strategy, an effective sales plan should be established.  It requires thoughtful development, careful day-to-day management, and relentless execution.  

One of the most critical mistakes organizations make is not having a well-defined sales structure.  It’s easy to just go out into the field and hunt and peck at opportunities.   But it is not as effective.  Take the time to design sales expectations and hold your sales team accountable for following them.

Develop a Sales Process

This is an example of a sales process that can be followed. Look at your organization, its needs, and goals, and tailor this process to suit your best interests:

• Qualify Leads 

Identify potential customers who are a good fit for your water program.

• Needs Assessment 

Understand the specific water needs and challenges of each prospect.

• Present Solutions 

Tailor your presentations to highlight the benefits of your program and address the prospect’s concerns.

• Provide Quotes

Offer competitive pricing and flexible contract options.

• Close Deals 

Follow up with prospects and negotiate terms to close deals.

Establish Customer Relationship Management (CRM)

Implement and maintain a CRM system to track leads, sales activities, and customer relationships. This is detail-oriented work that can fall off track easily and many salespeople dislike trading time they could be out selling for time spent maintaining a database.  But it is time well spent in the long run. You must prioritize keeping your CRM up to date if it is to be useful.

Sales Team Training & Implementation

Invest in providing your sales team with comprehensive training on your water program, sales techniques, and customer service. Arming them with knowledge will make them naturally more adept at successful selling. Create a detailed timeline outlining the implementation of each marketing and sales activity to help keep your team motivated and on task.

Create a Pricing Strategy

Develop pricing tiers based on the type of water filtration system selected, the number of employees served, and the contract length. Consider offering discounts for multi-year contracts or bulk orders. Prospects will appreciate transparent pricing with no hidden fees.

Establish a Budget

Develop a realistic budget for your marketing and sales activities. Allocate funds toward advertising, content creation, events, and sales team expenses.

Measure and Evaluate

Establish benchmarks and track key metrics such as website traffic, lead generation, conversion rates, customer satisfaction, and sales revenue. Use analytics tools to monitor the performance of marketing campaigns and adjust as needed to improve results. Regularly review your marketing and sales plans and be open to new ideas based on performance and market changes.

This plan provides a framework for developing a successful marketing and sales program for your corporate water solutions. Remember to adapt and refine this plan based on your specific business goals and target market.

Get Ready for Success!

Your company has demonstrated a commitment to sustainability and environmental responsibility by offering high-quality water filtration systems and reliable service. You’ve invested in effective marketing and sales strategies and competitive pricing and flexible contract options have been put in place. Strong customer relationships and positive word-of-mouth referrals will now ensure your long-term success.

Don’t forget that you and your organization impact the wellness, comfort, productivity, and sustainability of each of your clients.  It’s an important role! It is also further proof of the value our convenience services industry plays in workplaces all over the globe. 

Steve Silha is an experienced specialist and pioneer in the fast-growing professional water services category