Greetings Floor Dealers! Welcome to Part Four of my Summer Series all about commanding higher retail margins! "I did an extra $90,463.00 last month." I was on the phone with David, a dealer from Texas, and he was telling me about the results he got from a referral marketing strategy he had recently implemented. Several [...]
Greetings Floor Dealers! Welcome to Part Three of my Summer Series all about commanding higher retail margins! "My margins are between 45-50%," Jerome, a floor dealer from Texas, recently told me during an interview I was doing for a training video. "And we're booked solid for three months." What makes Jerome's story even more amazing [...]
Greetings Floor Dealers! Welcome to Part Two of my Summer Series all about commanding higher retail margins! "Our margins start at 45%," Craig, a floor dealer from Florida recently told me. "And our sales volume is up 60% over last year." Craig's story is not uncommon. As I said in the last installment, dealers all [...]
Greetings Floor Dealers! Welcome to Part One of my Summer Series all about commanding higher retail margins! During several of FCNews' Marketing Mastery webinars I host with Dustin Aaronson, I have asked attendees if customers are more price-sensitive than ten years ago. The overwhelming response is always a resounding "Yes!" Dealers across the fruited plain [...]
Greetings Floor Dealers! "I'll take the MVP cut," I said to the girl behind the counter. It was my first visit to Sport Clips for a haircut. I'd heard good things about their service—that they were different than your typical walk-in hair salon—so the marketer in me was curious to see what they were all [...]
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 [...]
Greetings Floor Dealers! This week’s topic is, “It’s time to get mean.” So what do I mean by that? Well, there’s a lot to be discouraged about lately. The economy is in the toilet, dealers are getting slaughtered, and our news media pumps the raw sewage of negativity into our society 7 days a week, [...]
Greetings Floor Dealers! In the last post I gave some stats about email marketing. Here they are again for your review: Only 13% of emails are opened Those with 35 or fewer characters in the subject line were opened 19% of the time Click through rates (This is when you have a link in your [...]
Greetings Floor Dealers! Email can be a powerful way to market your business, but most email marketing is done badly. Here are some stats about email from a few years ago. They are a little dated, but they are instructive, and I have no reason to believe the numbers have changed much. Only 13% of [...]
Greetings Floor Dealers! When a prospect voices an objection, most flooring sales people go into paroxysms of fear, frustration, anger, etc. This is because they see an objection as a “no.” This couldn’t be further from the truth in most cases. When someone gives you an objection, what they are really telling you is that [...]