Greetings Flooring Dealers! Niche marketing A wise piece of marketing advice that I learned long ago (I can’t remember where I first heard it) is to “Get into a conversation already going on in the mind of your client.” The more precisely you can target your message to the exact fear, hope, or challenge that [...]
Greetings Flooring Dealers! Many of you know that I’m an avid fisherman, both fly fishing and spin fishing. I have a long-time client that has given me access to her and her husband’s 300 acre ranch, which has a 25 acre bass pond (small lake, really). My kids learned to fish there, and I’ve taken [...]
Greetings Flooring Dealers! Don’t complain about market conditions or a recession or any negative external factors around your staff…ever! Some people will use any excuse to allow failure, and if you (the Captain of the Ship) are complaining about the “recession,” then it’s costing you productivity and sales. Guard your conversations in the workplace. Always [...]
Greetings Flooring Dealers! I got these statistics from the late Peter Drucker. The stats are old, but relevant. 1:14 Chances of doing business with someone you’ve never done business with before. 1:4 Chances of doing business with someone you’ve had a relationship with, but stopped. 1:2 Chances of doing business with an existing customer. Knowing [...]
Greetings Flooring Dealers! Now more than ever it’s critical that you capitalize on every sales opportunity that comes your way. There are lots of places in your business that can “leak leads,” but rather than see this as bad, realize it for the opportunity that it is: an opportunity to close more sales each and [...]
Greetings Flooring Dealers! Across industries, there have been several trends that have emerged in web development and online advertising. This pertains to your business, your web presence and certainly your online listeners. Paying attention to these trends will prove crucial in years to come for successful marketing campaigns involving a strong web element. Responsiveness: Companies [...]
Greetings Flooring Dealers! Industry experts say that there are two main factors which contribute to the success of a digital marketing plan. These two are: Research and How you integrate digital techniques into your marketing strategy. Research is very important in any project a person does regardless of the industry. The importance of research to [...]
Greetings Flooring Dealers! Get past the gatekeeper! Most of the strategies in the Inner Circle Club marketing systems are focused on residential clients. However, that does not mean you can’t use most of these strategies in gaining commercial sales and getting a premium price. Inner Circle member Mark Bouquet wrote me the following letter within [...]
Greetings Flooring Dealers! Years ago I owned a carpet cleaning company. About half of our new business (not including repeat and referral) was being generated by a single campaign. It was a 3-step sequence (as discussed in the last several installments) that we were delivering to carefully-selected upscale neighborhoods in our town. This strategy worked [...]
Greetings Flooring Dealers! In this installment, we’re going to discuss a simple strategy for increasing the effectiveness of multi-step campaigns. But first an illustration from outside our industry. (I first heard this from marketing guru, Dan Kennedy.) Collection companies have the unenviable task of collecting money from people that 1) don’t like them, and 2) [...]