Greetings Floor Dealers!

When a prospect does not purchase flooring from you it’s for one of three reasons:
1.    They can’t afford it
2.    They aren’t interested
3.    They don’t believe you

Today we’re going to discuss the first reason: They can’t afford it.

Your job as a marketer is to magnetically attract ideal clients.  Too many floor dealers try to be all things to all people, casting a net so wide that their marketing efforts are diluted and have little effect.

A person that truly cannot afford your products and services—I mean really and truly cannot afford it, and would have to spend the rent to pay for flooring—they are not your ideal client.  You shouldn’t worry about selling to them, or feel guilty that you do not sell products that are affordable to 100% of the U.S. population.

The reality is that you cannot simultaneously market yourself as a high-end store and a low-end store.  Doesn’t work.  Imagine if Walmart tried to promote themselves as high-end.  People who want the highest quality still wouldn’t go there, and they would alienate their low-price customers.  Imagine if Macy’s tried to market low-end products.  They would alienate their base of clients who expect to pay more for high quality.  Trying to be both high-end and low-end is a dead end.  Amazingly, some businesses still try.

The thing to keep in mind is that the “I can’t afford it” situation is a rarity.  The vast majority of prospects and clients who walk through your door CAN afford your products and services.  They may say they can’t afford it, but in reality they can, which leads to the second two reasons why people don’t buy.  We’ll discuss those over the next two posts.

 

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!