Greetings Floor Dealers!
When a prospect walks into your store then leaves without making a buying decision, what do you do? Well, if you’re like most retailers…you do nothing! But I don’t want you to be like most retailers! I want you to do what other dealers don’t do, don’t know how to do, and even if they did know how to do wouldn’t do because of laziness, apathy and resistance to change.
When someone leaves your store without giving you money, you’re losing a big investment. Not only are you losing the sale, you are losing the money you paid to get them into the store in the first place. Every person that walks in has a cost: Marketing and overhead.
Add up all your marketing costs and overhead costs, then divide it by the number of people who walk into your store each month.
Example
$12,000 per month in marketing and overhead. 100 walk-ins per month.
$12,000 ÷ 100 = $120. In this scenario it’s costing you $120 each time someone walks in your door. If they leave without buying, and you do nothing to follow up….yikes! It’s an incredible waste.
The “Shock-and-Awe” is a strategy I teach my Flooring Success Systems Platinum members that’s a great example of a follow up system for prospects. It works like this:
When a prospect leaves the store without buying, the first letter goes out to them. It is carefully worded, very entertaining and includes an attention-getting “grabber.” (A grabber is anything you put in the envelope or attach to the letter to “grab” the prospect’s attention.)
The following week a small package goes out to them with another clever, entertaining letter and another “grabber.”
The third week, different package, different letter, different “grabber.”
Fourth week: large package, entertaining letter, and a BIG grabber.
All of these go out as “stealth mailers,” with no company name on the envelope. They don’t look anything like the stuff the other dealers send out…no way. No how. It’s totally off the charts.
Best of all it works!
One member used this strategy to land a $20,000 commercial job. He was the highest bidder. Platinum member Greg & Angela Kyer sent out a handful of letters and within a week had booked close to $10,000 of sales.
This is an incredibly powerful strategy and a key for thriving in spite of a crappy economy.
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!