Video Scripts
Title: Dive In Aquarium Fish
Length: 22:33
The world of aquatics is changing. Once viewed as a labor-intensive hobby, yesterday’s aquariums and accessories have been replaced by systems that are easy to set-up and even easier to maintain. Interest in them is growing as more people recognize the wide range of benefits to owning an aquarium.
Architects and designers appreciate the aesthetic qualities. Professional offices enjoy the health and relaxation benefits. Schools recognize the educational opportunities. And families take advantage of the entertainment value.
From decorative start-up kits to elaborate underwater worlds, the aquatics industry is meeting the changing needs of today’s aquarium owner.
Whether you work in a large chain store or an independent pet shop, your company relies on the individual customer. Your store should be the destination for the aquatics consumer. Make it the place your customer needs to go for new products, assistance, or just to get new ideas.
To help you do this we’ve put together the “Dive In! Pro” resource guide. It will give you many of the answers you need to make your aquatics department successful and help you become a “Dive In Pro.”
To be successful in selling aquatics, there are four basic things you need to do. Present the right image, entice your customers with attractive display tanks and colorful signage. Let them see for themselves the possibilities of the new world of aquatics. Get to know your customers; you can market your products and services to them. Know your products, so you can easily answer any questions on aquarium set up, maintenance, fish, plants and available accessories. And follow up the sale by offering information on the aquarium setup, ongoing maintenance and any other related services that your store provides. Following these simple steps will not only help you make the sale, it will lay the foundation for repeat business.
Before you can sell an aquarium to a customer, you’ll have to get the customer into your store’s aquatic section. Use the natural beauty of your fish tanks along with highly visual posters, ceiling danglers, and shelf signs to hold them there until you greet them.
If a picture is worth a thousand words, you can understand the value of your store’s commercial fish retailer system. Vivid displays of colorful fish and aquatic plants, creatively designed theme tanks, or beautifully laid-out underwater landscapes will spark the imagination of your customers and can make the sale for you.
Be sure the aquariums are clear and well stocked to let the customer know you have plenty of healthy fish. Conduct visual checks of all tanks several times daily to ensure water quality, proper filter operation and most importantly good fish health.
Fish are fairly good at giving warning signs of illness. Look for indicators like loss of appetite, signs of disease or erratic or unusual behavior. The most common fish ailment is Ich, which looks like dots of salt sprinkled on the fish. To prevent spreading disease to other fish in the tank, be sure to provide treatment to any fish that has signs of illness. A quarantine tank can also be used for sick fish if one is available in your store. Never sell sick or diseased fish. Always pull dead fish from the tank immediately to prevent contamination.
Try to avoid displaying empty tanks. They give potential buyers the impression that you lack variety and may not be able to meet their needs.
Every little bit of information can help make a sale, so have plenty of print material on hand. Signage about the fish, plants, aquariums and accessories on display will help educate a potential buyer and show that you understand your products.
Advertise what’s new in the aquatics department. Let your customers know that you’re constantly getting in new fish and new products.
Attractive displays are great marketing tools, but when it comes to customer service, your knowledge is the store’s most valuable asset. As a front line representative, you need to be able to answer your customer’s most commonly asked questions.
You are going to meet a number of different types of customers. Many are looking to buy their first aquarium; others are looking to upgrade their current systems. Some may have owned aquariums in the past and may not be familiar with how easy it is to maintain this new generation of aquariums.
To best help your customer, you have to find out what their specific needs are. The easiest way to do this is to ask a few questions:
Is this your first aquarium?
What type of fish are you looking for?
What do you want most out of your aquarium?
Or, if they already own an aquarium:
What type of fish do you currently have?
Are you experiencing any problems with your set-up?
Or simply, How can I help you?
This will give you a good starting point.
If this is their first aquarium, show the customer how easy it is to own and operate. Walk them through the steps of aquarium set-up: selecting the aquarium, gravel, filter, heating, and lighting systems, as well as other accessories; then picking out their first fish; selecting plants; introducing the fish and plants into the aquarium; finally cycling the aquarium and feeding.
Encourage your customers to purchase the largest aquarium that they have space for. The larger the aquarium, the easier it will be for your customers to establish a healthy tank. In fact, a larger aquarium requires virtually no more maintenance than a smaller one.
The customer will consider you one of their greatest resources for information. Remind them that they are always welcome to call or come back if they have any questions. Also, tell them about the Dive In website – many of their questions can be answered online.
Picking out fish is definitely fun but can be the most challenging part of the aquarium set‑up. Each customer’s individual preference should assist you in helping them choose the right fish.
Always ask the customer if they are starting a new aquarium or adding fish to an established one. This is important to insure compatibility with other species.
Be aware that there are many considerations to mixing fish together in a tank including the size of the fish, the strata (or level) of the tank they swim in, and if they prefer to be in schools or the only species of its kind in the tank.
Let’s take a moment to talk about the different types of fish and their characteristics. Aquarium fish generally fall into one of four categories. They are classified as either goldfish, non‑aggressive, semi-aggressive, or aggressive.
Goldfish are the most common household pet in the world. Friendly and fun to watch, they are a great fish for beginners. While they are non-aggressive, they should be kept apart from other species of tropical fish. Goldfish are also a good choice for the beginner since they do not require a heater.
One of the more popular types of goldfish is the Koi. Because of their size, they are often used in fishponds.
Non-aggressive or “peaceful” fish are those breeds that can peacefully coexist with other species. That’s why an aquarium containing a wide variety of fish is often referred to as a “community fish tank.”
Though they grow to only two inches in length, Danios are some of the hardiest of fishes. Because they are very active and playful, try to keep at least six in a school.
For the best color and most peaceful behavior, suggest tetras. One of the most popular tetra is the neon. Semi-transparent with bright bands of color along the spine, these tetras are most impressive when they swim in schools.
Mollies are live-bearing fish and come in several varieties. Live-bearing fish do what the name suggests; the female gives birth to the fully formed, free-swimming young. As with all livebearers, its best to keep at least two females for each male. The female fish is internally fertilized by the male, and carries the fry (or young fish) for about a month before delivering them.
Platies, are also livebearers. Because of their cheerful disposition, they are one of the most colorful and pleasant fish to own. Platies are not shy; they swim at all depths and frequent the unplanted front portion of the aquarium.
Guppies are an aquarium fish that like a varied diet. Their peaceful nature makes them ideal for community tanks.
There are many species of catfish; some are peaceful scavengers and others are vicious predators. Recommend the peaceful catfish, unless it will be with other fish of similar size and aggression.
One extremely peaceful catfish is the striking Clown Loach. Golden-yellow in color, with three, broad blue-black bands around the body the Clown Loach is medium to large in size. It has a spine beneath each eye, which can be erected to use as a weapon. The Clown Loach is a bottom feeder and will commonly lie down on its side when resting.
Another peaceful catfish is the algae-eater Plecostomus or Pleco. This scavenger helps keep the glass clean, and will eat algae off plants, rocks and decorations. This fish should not be introduced to a brand new aquarium. There will not be enough algae to keep it fed and happy.
What makes a fish semi-aggressive is the reaction to a hostile or negative situation. Something has to aggravate the fish for them to act out or display aggressive behavior, otherwise they will be on their "best behavior."
Angelfish are semi-aggressive and considered suitable for a community tank. It does have traits, however that make it undesirable for tanks containing smaller fishes. They prefer tanks that are heavily planted, and enjoy swimming in plant thickets. Angelfish are delicate and sensitive, easily frightened by the shadow of a passer-by.
Barbs are mid-water swimmers that prefer to live in schools. They get their names from their barbells, or small whiskers at the corners of their mouth.
Gouramies are territorial, particularly toward their own species. One of their more interesting features are their feeler-like pectoral fins.
There are many species that fall into this group and none of them are “true” sharks. However, they do have a dorsal fin like true sharks that live in saltwater. While most are semi-aggressive, several fall into the aggressive category.
If fish are territorial, or are only compatible with their own species, they are classified as aggressive. Fish may only show aggression to those that are smaller. Some of the most common fish that typically shows aggressive behavior are the cichlids.
Cichlids are fast-growing, extremely hardy, and intensely colored. They are very territorial, and enjoy swimming amid rocks and plants. Cichlids also have interesting breeding habits, and give extreme care to their eggs and young.
Not all fish need dissolved oxygen to survive. Some, known as labyrinth fish, can live in bowls or tanks without air pumps. Two of the most common are the territorial gouramis and betas. If your customers would like, they can place one beta in a non-aggressive tank.
To thrive in aquariums, tropical fish need a certain level of comfort: places to hide, areas to explore, and sites for breeding. Nothing provides this healthy environment like aquarium plants. Whether live or artificial, plants give a natural and pleasing appearance to an aquarium.
There are more than 100 species of plants, in all sizes and colors. Live plants speed up production of helpful bacteria in a newly established aquarium, help provide additional oxygen for the fish and clarify the water.
Be sure the live plants you carry for aquariums are aquatic and not terrestrial. Generally, any plant that flops over lazily when removed from the water is a true aquatic.
Live plants generally fall into one of two categories, crown or bunch. Crown plants are species with all the leaves radiating from a central base. They are sold individually or potted.
Some of the hardiest and most readily available varieties are bunch plants. Coming in bundles of seven or eight stems, they can be planted individually or in groups. They are fast growing and inexpensive.
Artificial plants are also available. They can look life-like and are easy to maintain for the first-time aquarium owner.
Now that you’ve become acquainted with a variety of popular tropical fish and aquatic plants, take some time to familiarize yourself with the many accessories your store sells. There are many products available that will help your customers maintain a balanced and healthy aquarium.
Get to know how and when these products should be used.
While you yourself may never actually set up a tank for a customer, you should be able to answer any questions they may have about the process. Let’s take a moment and see just how easy it is to set up an aquarium.
The first thing a customer needs to do when they get home with the aquarium is to rinse it out with water. Also wash the gravel and any other accessories that will go in the tank. Do not use soap; it leaves a toxic residue that may kill the fish and live plants.
Put the tank on a strong base away from heat and air condition vents; the temperature changes from these vents could affect the water temperature. Be sure it’s also away from direct sunlight to reduce algae growth.
Once the tank’s location is established, gently pour the clean gravel into the tank until it is about three inches deep. A good rule of thumb is one pound of gravel per gallon of water.
Set up the filter and pump following the manufacturer’s instructions. Position the washed landscaping materials such as stones, wood and aquarium ornaments in the gravel. Encourage your customers to take advantage of the thousands of accessories available to create their own unique underwater world. Fill the tank half way with water; taking care not to disturb the gravel.
The water will support aquarium plants as you add them to the tank. Add the plants by placing them in groups. The taller plants should be placed in the back of the tank. Dig small holes in the gravel to put the roots or base in. Push the gravel back around the bottom of the plants.
When the plants have been arranged, fill the rest of the tank with water.
Add the water conditioner to take the chlorine and heavy metals out of the tap water. The water conditioner adds electrolytes, and also reduces fish stress. There will be directions on the bottle that will indicate the right amount of conditioner for their size tank.
Now place the cover and light on the tank. Turn on the filter, pump, and light. Although the light should be on for only 12 to 14 hours a day, the filter and pump need to be running all the time. Even though the aquarium is up and running, the customer must wait at least 24 hours before adding fish to the tank.
When the customer brings new fish home, they will be in a bag of water that is a different temperature and quality than the water in their tank. To avoid harming the new additions, the bag of fish should float in the aquarium for at least 20 minutes. This will allow the water in the bag to reach the same temperature as the water in the tank. When transferring the fish from the bag to the tank, use a small, fine mesh net, and avoid letting bag water spill into the tank. This will eliminate the risk of introducing disease to the tank.
As a guideline, owners should have only one inch of fish per gallon of water. The standard length of measurement for fish is from the tip of nose to the base of the tail. Very few fish are sold as adults, so let the customer know how big each species will get. Initially, only a few fish should be placed in their aquarium; this will allow the proper water environment to develop. More fish can be added gradually over the next few weeks.
Most species of tropical fish will require a heater. Generally, the aquarium water must remain between 75 to 80 degrees Fahrenheit and should be checked regularly. Great changes in water temperature could shock and even kill fish.
Flakes, pellets, freeze-dried, and granular ... while fish food comes in many varieties, they all have one thing in common: you shouldn’t give too much of it to your fish. Fish should only be fed a small pinch of food every morning and evening. If the food is not completely eaten in two minutes, then the fish are being overfed. Overfeeding is dangerous because uneaten food will decay and poison the tank water. You might recommend an automatic feeder or special food tablets to put in the aquarium. And always offer to help your customers choose the right food for their fish.
Customers should have their tank water changed regularly to keep the aquarium clean and fish healthy. Depending on the kind of fish, the water may need to be tested for pH, ammonia and nitrites. Your store may offer a service to test the water if the customer brings in a small sample. The customer may also purchase a test kit that comes with instructions on how to test the water at home.
There is a monthly checklist that should be followed to maintain a healthy aquarium:
Clean the tank’s glass on the inside using an algae scraper. Vacuum the gravel in the tank with a siphon hose until a quarter of the water has been removed; trim the plants and replace as necessary; refill the tank with fresh, conditioned water. Change the filter cartridge.
Just as important as getting the customers’ business is getting their repeat business. You want to create customer loyalty; you want to be the store they go to when they need aquarium accessories or have questions.
You’ve already laid the groundwork by showing that you know your product. Now you must show how you can help them after the sale.
As we mentioned earlier, the customer will consider you one of their greatest resources for information. Remind them that they are always welcome to come back if they have any questions on set-up or maintenance, or want recommendations for new products. And let them know of any in-house services you might offer such as free water testing. If your company provides house calls for set-up and maintenance, be sure to promote that as well.
Good service before and after the sale will insure repeat traffic and customer loyalty. Let’s take a moment and recap the four points that will help you provide that good service:
Present the right image. Entice your customers with attractive display tanks and colorful signage; let them see for themselves the possibilities of the new world of aquatics.
Get to know your customers so you can market your products and services to them.
Know your products so you can easily answer any questions on aquarium set-up, maintenance, fish, plants and available accessories.
Follow-up the sale by offering information on aquarium set-up, on-going maintenance and any other related services that your store provides.
The easiest way to achieve this is to become a “Dive In! Pro.” With the aid of your “Dive In! Pro” resource guide you’ll be able to answer most aquarium fish questions. Also refer to the Dive In web site.
And take advantage of consumer brochures to help with your customer relations. Customers are loyal to businesses that show them dedication and commitment. It’s important that you make it easy for customers to buy from you, and that you stand behind the products and services you sell. And remember, it’s never been easier or more fun to Dive In! to aquarium fish.
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