In Part 1, I explained how Russ Bundy, a flooring dealer from Utah, quickly skyrocketed his net profits by implementing a Sales Closer System. In this installment, I’ll cover the specific details of this kind of sales process.
But first, a disturbing message that I hope will alert you to the importance of adopting new sales and marketing strategies. Box stores and online discounters are stealing more and more of the flooring market from local retailers. This problem is only getting worse. In fact, I recently spoke with Scott Humphrey, CEO of WFCA, who told me the concern over this such that the WFCA focuses much of
Box stores and online discounters are stealing more and more of the flooring market from local retailers. This problem is only getting worse. In fact, I recently spoke with Scott Humphrey, CEO of the World Floor Covering Association (WFCA), who told me the concern over this are such that the WFCA focuses much of its efforts in helping dealers to ‘beat the boxes.’
Dealers who don’t have a specific step-by-step plan to overcome this problem are going to increasingly see their margins squeezed, and the need to work harder and harder to make less and less. If you insist on sticking to old, worn-out sales and advertising methods (that may have worked in the past), you are increasingly putting your business at risk. However, if you put an on-purpose Sales Closer System in place, you’ll take a big step towards solving the ‘box store’ problem.
The Pattern Interrupt
When someone walks into your store, instead of saying “How may I help you?” you should do a pattern interrupt by saying, “Hi, welcome to Jimbo’s Floors. Are you a new or returning client?”
If she’s new, then say, “Great! We have a special program for new clients. Can I take a quick minute and tell you about it?”
If she’s a returning client, then say, “Great! We have a special program for returning clients.”
By doing this you are creating total differentiation, and getting her out of the “I’m just looking” mode. You have also just bought yourself 30 seconds to sell her on the benefits of sitting down and talking with you.
Wow The Client
After she sits down with you, hand her a beverage menu and say, “What can I get you to drink?” Not only is this a big ‘Wow‘ factor, but by getting her to accept a gift she will want to reciprocate. This will make her more willing to let you do an in-home measure.
While she’s in your store, make sure she sees testimonials from clients and before-and-after photos of your projects.
Diagnose Her Problem
When you visit your doctor, does he burst into the room and say, “Hey, we’re having a 70% off blowout sale on all antibiotics!” No. Instead, he sits down, asks you questions, writes down the answers, and then writes out a prescription based on your unique needs. You should do the same.
Ask lots of questions, and write down the answers. Be sure to include ‘target‘ questions that cause the prospect to ‘paint a target‘ on herself so you can close the sale. Here are some examples:
- What’s important about new flooring to you?
- What did you like about the last professional installation you had done? What didn’t you like?
- What do you like about your current flooring? What don’t you like?
- What can we do to exceed your expectations?
Listen carefully to the answers because she’s going to hand you the keys to the sale. For example, if she hated the last installation because the store never returned her calls, or was constantly late for appointments, you can ‘sell‘ her on your prompt return call guarantee, and your on-time appointment guarantee.
The in-home measure of her floors is the next step in the process, but it’s a gigantic missed opportunity for most dealers. In Part 3, I’m going to reveal 3 things to do during your measures to blow the client away, create total differentiation, and lock in the sale even if you’re the most expensive.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!