Greetings Flooring Dealers!
Your friend, Jim Armstrong here.
Today’s installment continues with another excerpt from my free report, “The Retail Revolution” that does a good job explaining the “good isn’t good enough” concept.
Making A Fortune In The Floor Covering Business
Is Not About How Much You Know About Floor Covering…
…It’s About How much You Know About Marketing Systems!
Before we go any further let’s get one thing straight: when I say Marketing Systems, I want you to put aside all your preconceived notions about marketing and advertising. Because when I say “Marketing System,” I’m NOT talking about running another useless, tired-out yellow-page ad or newspaper insert and simply trying to improve it with better graphics or more color.
Have you ever had this happen…?
When you complain to your yellow page or newspaper ad rep that the ad you’re blowing a FORTUNE on doesn’t work, or only attracts worthless price-shoppers, his “brilliant” solution for you is…[sound the trumpets]..to pay even more money by adding color and running it a third and fourth time. Let me tell you, if an ad gets crappy results in black and white, making it bigger with color just means you now have big, colored crap. Congratulations.
(Oh, and if running an ad ONCE doesn’t get the phone to ring…running the ad twenty more times just means the phone’s not going to ring twenty more times. Yeah, yeah, I know this is completely opposite of what ALL the ad reps tell you. But I don’t give a rip what the ad reps say because they are NOT marketing experts, and their goal is NOT to make you money…it’s to sell you ads. The more the merrier. MY goal is to make you tons of money.)
Also…when I say Marketing Systems, I’m NOT talking about “professional” logos; embossed pens; clever slogans; expensive, glossy, 4-color brochures; slick sales pitches; or ANYTHING you’ve seen or heard before. My Marketing System is revolutionary.
Anyway…the only way you are going to make a lot of money is if you can get the phone to ring continuously, and predictably, (in any market) with prospects who are willing to pay you top-dollar and not even THINK about shopping with your competitors. Your skill in the floor covering business (by itself) WILL NOT do this. If you don’t combine your skills with the right kind of Marketing Systems, your store is destined to either fail, or wallow in mediocrity. And you will never make the kind of money you want or deserve.
The hard, cold fact of life is that the person who has learned the secrets of powerful, effective Marketing Systems is the one who will always make the most money… regardless of their skills…
I know this isn’t fair.
The dealers who have the best installers, and who are the best at customer service, and who honor their warranties should automatically make the most money. But they don’t.
People should beat a path to the door of the best store. But they don’t.
People should only seek out the most highly skilled and ethical dealers, and happily pay top dollar. But they don’t.
People should REALIZE that all those sleazy, bait-and-switch “discount” dealers offer those super-low prices just to bamboozle customers so they can rip them off. But they don’t.
I wish the real world worked like that. But it doesn’t.
It’s not fair. But who said life is fair? (If you’re looking for “fair,” you are looking in the WRONG PLACE. I’m not going to give you “fair”…I’m going to give you the TRUTH.)
Maybe this hurts your feelings. But like I said at the beginning: I’m not writing this to make you feel good. I’m writing this to give you the opportunity to learn how to make lots of money. AND to give you—not just financial freedom—but total financial & business AUTONOMY! (And THAT should make you feel great!)
So I gotta give it to you straight. I think you are man or woman enough to take it.
You can either fight this fact and go broke (and/or remain a “Slave” to your store), or you can change—embrace this radically new concept and experience dramatic increases in your income and improvements in your lifestyle. (By making this giant, mental paradigm shift, you’ll instantly gain an enormous competitive advantage over everybody else in your area. You’ll Crush The Competition!)
In the next installment I’ll discuss how to get a “halo” of credibility with your prospects and clients.
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!