Recession Busters For Retailers – Part I

The majority of flooring dealers have a plan of action regarding the economy. Unfortunately, that plan tends to be 'waiting and hoping' for the economy to 'get back to normal.' If I had a dollar for every time I heard a flooring retailer say, “Well hopefully the economy will turn around soon,” I could single-handedly fund the [...]

By | April 6th, 2017|

How To Eliminate The “Feast Or Famine” Cycle – Part 3 of 3

“My revenue increased by 50% last year, and this year it increased by another 50%.” Craig Bendele from Florida was speaking to a group of dealers during one of my training webinars, and we were discussing the strategies he used to grow his revenue. (I covered some of those strategies in Part 2 of this series.) [...]

By | March 23rd, 2017|

How To Eliminate The “Feast Or Famine” Cycle, Part 2 of 3

Most dealers don’t have an ongoing, dependable marketing system in place to create a predictable stream of customers, to even out the seasonal ups and downs, and to bullet-proof their business against market fluctuations. The radio ad rep calls and says, “We’re having a special this month on ad space.” The dealer figures it’s too [...]

By | March 9th, 2017|

How To Eliminate The “Feast Or Famine” Cycle, Part 1 of 3

Does this sound familiar? Business is slow, so you launch advertising campaigns and promotions, and work your tail off, hustling to get more business in your door. The next thing you know you’re so swamped you can’t keep up with the orders. So, you stop doing the things that brought in the business because you’re [...]

By | February 23rd, 2017|

Five steps to empower your sales team

“I’ve told my sales team they need to increase their closed sales, but nothing improves.” This was the sentiment expressed to me by a frustrated flooring dealer. Actually, I’ve heard this complaint in various forms from many dealers. The problem occurs because retailers inform their salespeople of the end result they want but fail to [...]

By | January 12th, 2017|

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 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|

Adjust Your Mindset To Kick Some Gluteus Maximus-Part II

Greetings Floor Dealers! When the student is ready the teacher will appear Until 1997 I had some very wrong ideas about building a business and building wealth.  I also had a very limited (and inaccurate) view of my own abilities.  Yes, I’d been starting my own businesses since 8th grade, and I’d accomplished some good [...]

By | January 30th, 2014|

Consumer Awareness Guide

Greetings Floor Dealers! All of your sales and marketing efforts should position you and your sales team as Trusted Advisors.  A Consumer Awareness Guide is a must for your arsenal of “positioning” strategies. This is a tool to educate your clients on how to choose a flooring store, and the ultimate answer they should reach [...]

By | January 9th, 2014|