The cheap-price, dead-end mission

I’ve preached numerous times that for most dealers, competing on price is a suicide mission. Positioning yourself in the market as the dealer with the cheapest prices is, at best, a fragile and temporary advantage. All it takes is someone to come along with a cheaper price and you’ve instantly lost your advantage. Companies that [...]

By | December 29th, 2016|

How Consumers Can Protect Themselves From Unethical Flooring Dealers

Greetings Floor Dealers!   In 2015 consumers learned that Lumber Liquidators had been selling Chinese-made laminate flooring with formaldehyde levels up to 13 times higher than allowed by California emissions standards. Formaldehyde is found in virtually everything, living or manufactured, but its excessive emissions can cause health problems, which is why California has strict standards [...]

By | December 15th, 2016|

How To Magnetically Attract Big, Profitable Sales-Part 2 of 2

As I covered in Part 1, the vast majority of sales in the $20,000 range and above don’t come from advertising. They come from repeat customers and their referrals. In this installment, we continue with strategies and principles for magnetically attracting high-end, high-margin sales. Marketing to your past customers. Over the years you’ve most likely [...]

By | December 8th, 2016|

How To Magnetically Attract Big, Profitable Sales: Part 1 of 2

During my webinars and seminars, I often ask attendees to think back to the last ten residential remodel sales they made that were over $20,000. I then ask this question: How many of them came from repeat/referral customers vs. advertising? For virtually everyone in the group, the answer is that 80% to 100% of their [...]

By | December 1st, 2016|

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|