Starting out strong: this Nebraska newcomer gives 100 percent to ensure its customers are happy. See how its efforts have paid off

Pool & Spa News, March 14, 2005 by Leland Zaitz

Jesse Roberts doesn't look like the sort of man who has secrets. His friendly face and easy laugh remind you of a beloved uncle or favorite fishing buddy. Yet by all indications, the owner of Roberts Pool & Spa harbors a great secret indeed. It is no less than the secret of success.

While that's a pretty bold claim, a visit to his Omaha, Neb., retail firm will bring you to the trophy wall, where the evidence of Roberts' success is a matter of public record:

* 2004 Omaha New Business of the Year

* 2004 Omaha's Top 25 Fastest-Growing Companies, Ranked No. 6

* 2001-2004 Sundance Spas' Premier Dealer

* 2004 Viking Pools' Outstanding Dealer Award

* 2003 Better Business Bureau Integrity Award for Service Excellence

* 2003 Viking Pools' Best New Dealer

A closer look around the store offers further proof: Visitors will see a spacious, attractive showroom stocked with top-quality inventory and a staff that seems practically gleeful to be working there.

Considering that Roberts has been in the pool and spa retail business for less than four years, it's natural to wonder: "What the heck is going on here? What is the secret?"

For Roberts, the insights gained during his early years has influenced his entire operation--it's all about really giving 100 percent. "The hardest part of every job is the last 10 percent," he explains. "That's where everybody drops the ball.

"Anyone can go out there and do that first 90 percent, but the last 10 percent, the finish-up and follow-through, is the hardest part--and it's the most important because it's what the customer is going to look at, and live with," he says. "Our attitude is, once we've made the sale, they're our customers, so let's take care of them."

Successful businesses thrive for a reason, Roberts says. When you take a close look at how this remarkable businessman runs his operation and treats his valued customers, you begin to realize ... it's really no secret all.

In the beginning

Roberts admits he wasn't a born retailer. Working in construction when a mandate by the Environmental Protection Agency to upgrade underground tanks led to a boom in environmental work, he committed himself to learning all he could about the field. He attended classes, got certified and developed an expertise in concrete tank construction.

When the EPA's December 1998 deadline passed (and with it, a lucrative flow of contracts), Roberts turned his focus to pools. "We did city parks, skate parks, things like that," he recalls. "We had guys trained in piping and tank installs, which is similar to pool installation, so it was a natural transition."

Roberts' commitment to quality work and customer satisfaction earned him a high profile and solid reputation around town. In 2001, a local spa dealer went bankrupt, leaving nearly 20 customers without their spas. The manufacturer made a corporate decision to honor those contracts. When they needed a reliable installer to complete the jobs, Roberts' reputation made him the obvious choice.

The company "looked over our operation and saw we had the manpower to get these spas installed," Roberts says. Impressed with the firm's completed work and dedication to its customers, the manufacturer asked Roberts if he'd be interested in going into the retail spa business.

Roberts and his wife, Marcy, rented a 1,800-square-foot retail spot in the center of the city and opened its doors in September 2001. From the very beginning, they did extensive homework, determined to set high standards for their business. "We immediately got involved in [APSP] and other national organizations. We were new to retail, so we relied on a lot of assistance," Roberts says. The firm especially valued advice from dealers outside its local market who were willing to share a few secrets of their own.

Building a reputation

Within 18 months of opening, the company expanded to an 11,000-square-foot building on Dodge Street, the main thoroughfare in Omaha. "Seventy-thousand cars go by every day," Roberts says. "We're near two large malls and the largest furniture mart in the Midwest, so we're in an excellent shopping location."

To catch the attention of those passing consumers, he installed four whimsically lifelike palm trees in front of the store. "They catch the eye," he says. "People drive by and enjoy seeing a palm tree here in Omaha, especially when they're stuck hip-deep in the snow."

Inside the store, Roberts opted for an airy, inviting layout low on glitz and marketing hoopla. "We try to create a warm and friendly atmosphere," he says. "When you walk in, it's not an intrusive, hard-sell environment. We want customers to feel relaxed, not under pressure."

The showroom features 17 spas and a fully functioning, 18-foot, aboveground pool. Customers can experience a spa in a private wet-test room at the back of the store, where blue walls and a starlit ceiling create a relaxed atmosphere. The test room accommodates two spas--a model with all-upright seating and one with loungers--so people can compare styles and discover their own preferences.