Greetings Floor Dealers! 65,000 consumers from the U.S. and Canada who bought flooring were asked this question in a poll: “What prompted you to buy this time?” Here are the top five answers: 50.6% A referral from one of your past customers 8.9% I drove by your store 3.1% TV or Radio Ad 2.2% Social [...]
Greetings Floor Dealers! John Mapes is the President and founder of My Flooring Warranty and in part one I shared statistics that his company gathered by polling of 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. Every consumer was asked, “What prompted [...]
Greetings Floor Dealers! My friend John Mapes is the founder and President of My Flooring Warranty. During a recent conversation he told me that his company has conducted polls of 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. This is an [...]
Greetings Floor Dealers! Flooring is a commodity. Marketing great Dan Kennedy says that if you’re in a commodity business, get out. He didn’t mean leave your industry; he meant re-invent and re-categorize yourself to create differentiation within your industry. Sell differently, answer the phones differently, deliver your goods and services differently. There is so much [...]
Greetings Floor Dealers! “I have to keep my margins down because of my competitors,” said a dealer attending one of my webinars. On a private coaching call another dealer told me, “I live in an area where people expect a big discount.” These are sentiments I’ve heard expressed dozens of ways by dealers from every [...]
Greetings Floor Dealers! In this series I answer questions that were asked during the two sales and marketing training sessions I presented for dealers at Surfaces in Las Vegas. What should we say when someone asks the price of a product right at the beginning of the sales process? You don’t want to get into [...]
Greetings Floor Dealers! I had the privilege of presenting two sales and marketing training sessions at Surfaces in Las Vegas to over 300 floor dealers. The sessions were fun and dynamic, with a very enthusiastic group who asked a lot of good questions, some of which I thought would be instructive to highlight here. How [...]
Greetings Floor Dealers! This series is about the mindset and strategies used by dealers who build $5 Million businesses with gross margins of 45% or more. In Part 1 of this series we covered the mindset necessary to be a 5/45 dealer, so in this installment I’m going to cover some practical strategies you can [...]
Greetings Floor Dealers! This series is about the mindset and strategies used by dealers who build $5 Million businesses with gross margins of 45% or more. To successfully command premium prices (gross margins of 45-50% or more) in today’s environment, and build a $5 Million business, two critical components must be in place. The first [...]
Greetings Floor Dealers! It's no secret that box stores, online dealers, and other discounters are trying to steal your customers. Most dealers would like to put Home Depot in their crosshairs for a change. To do that you need to implement strategies that create differentiation, position you and your sales team as trusted advisors, and [...]