Marketing Multipliers—Part 2

In this installment I continue with strategies that build on the multipliers discussed in part 1. House Party Any customer whose sale totaled $5,000 or more (you pick the figure) get a catered house party hosted by you!  The lady of the house invites her friends over for an evening of wine and hors d'oeuvres, [...]

By | November 17th, 2016|

Marketing Multipliers—Part 1

Greetings Floor Dealers! My goal with this blog is to give you practical, hands-on strategies that you can immediately plug into your flooring business to generate money. Let’s take a look at how a number of these strategies can be assembled together in a marketing blueprint, all reinforcing each other and creating a marketing multiplier [...]

By | November 3rd, 2016|

How To Boost Response With Digital Marketing—Part 2 of 2

Greetings Floor Dealers! Always remember that your biggest source of revenue, hands-down, is going to be repeat and referral customers. So assuming you’ve got your repeat and referral marketing strategies in place to capitalize on these sources, it can make sense to devote time, energy and money to boosting response from digital marketing. Facebook Strategies [...]

By | June 30th, 2016|

How To Boost Response With Digital Marketing—Part 1 of 2

Greetings Floor Dealers! 65,000 consumers from the U.S. and Canada who bought flooring were asked this question in a poll: “What prompted you to buy this time?” Here are the top five answers: 50.6% A referral from one of your past customers 8.9% I drove by your store 3.1% TV or Radio Ad 2.2% Social [...]

By | June 16th, 2016|

Ulcer-Causing Statistics – Part 2 of 2

Greetings Floor Dealers! John Mapes is the President and founder of My Flooring Warranty and in part one I shared statistics that his company gathered by polling of 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. Every consumer was asked, “What prompted [...]

By | June 2nd, 2016|

Ulcer-Causing Statistics – Part 1 of 2

Greetings Floor Dealers! My friend John Mapes is the founder and President of My Flooring Warranty. During a recent conversation he told me that his company has conducted polls of 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. This is an [...]

By | May 19th, 2016|

Commanding Premium Prices In A Discounted World—Part 2 of 2

Greetings Floor Dealers! Flooring is a commodity. Marketing great Dan Kennedy says that if you’re in a commodity business, get out. He didn’t mean leave your industry; he meant re-invent and re-categorize yourself to create differentiation within your industry. Sell differently, answer the phones differently, deliver your goods and services differently. There is so much [...]

By | May 5th, 2016|

Commanding Premium Prices In A Discounted World—Part 1 of 2

Greetings Floor Dealers! “I have to keep my margins down because of my competitors,” said a dealer attending one of my webinars. On a private coaching call another dealer told me, “I live in an area where people expect a big discount.” These are sentiments I’ve heard expressed dozens of ways by dealers from every [...]

By | April 21st, 2016|

Floor Dealer Marketing Questions Answered—Part 2 of 2

Greetings Floor Dealers! In this series I answer questions that were asked during the two sales and marketing training sessions I presented for dealers at Surfaces in Las Vegas. What should we say when someone asks the price of a product right at the beginning of the sales process? You don’t want to get into [...]

By | March 24th, 2016|

Floor Dealer Marketing Questions Answered—Part 1 of 2

Greetings Floor Dealers! I had the privilege of presenting two sales and marketing training sessions at Surfaces in Las Vegas to over 300 floor dealers. The sessions were fun and dynamic, with a very enthusiastic group who asked a lot of good questions, some of which I thought would be instructive to highlight here. How [...]

By | March 10th, 2016|