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How To Eliminate The “Feast Or Famine” Cycle, Part 2 of 3

Most dealers don’t have an ongoing, dependable marketing system in place to create a predictable stream of customers, to even out the seasonal ups and downs, and to bullet-proof their business against market fluctuations. The radio ad rep calls and says, “We’re having a special this month on ad space.” The dealer figures it’s too [...]

By |2019-02-12T16:13:36-07:00March 9th, 2017|

How To Eliminate The “Feast Or Famine” Cycle, Part 1 of 3

Does this sound familiar? Business is slow, so you launch advertising campaigns and promotions, and work your tail off, hustling to get more business in your door. The next thing you know you’re so swamped you can’t keep up with the orders. So, you stop doing the things that brought in the business because you’re [...]

By |2019-02-12T16:13:49-07:00February 23rd, 2017|

Five steps to empower your sales team

“I’ve told my sales team they need to increase their closed sales, but nothing improves.” This was the sentiment expressed to me by a frustrated flooring dealer. Actually, I’ve heard this complaint in various forms from many dealers. The problem occurs because retailers inform their salespeople of the end result they want but fail to [...]

By |2019-02-12T16:14:22-07:00January 12th, 2017|

The cheap-price, dead-end mission

I’ve preached numerous times that for most dealers, competing on price is a suicide mission. Positioning yourself in the market as the dealer with the cheapest prices is, at best, a fragile and temporary advantage. All it takes is someone to come along with a cheaper price and you’ve instantly lost your advantage. Companies that [...]

By |2019-02-12T16:14:31-07:00December 29th, 2016|

How Consumers Can Protect Themselves From Unethical Flooring Dealers

Greetings Floor Dealers!   In 2015 consumers learned that Lumber Liquidators had been selling Chinese-made laminate flooring with formaldehyde levels up to 13 times higher than allowed by California emissions standards. Formaldehyde is found in virtually everything, living or manufactured, but its excessive emissions can cause health problems, which is why California has strict standards [...]

By |2019-02-12T16:14:42-07:00December 15th, 2016|

How To Magnetically Attract Big, Profitable Sales-Part 2 of 2

As I covered in Part 1, the vast majority of sales in the $20,000 range and above don’t come from advertising. They come from repeat customers and their referrals. In this installment, we continue with strategies and principles for magnetically attracting high-end, high-margin sales. Marketing to your past customers. Over the years you’ve most likely [...]

By |2019-02-12T16:20:28-07:00December 8th, 2016|

Marketing Multipliers—Part 2

In this installment I continue with strategies that build on the multipliers discussed in part 1. House Party Any customer whose sale totaled $5,000 or more (you pick the figure) get a catered house party hosted by you!  The lady of the house invites her friends over for an evening of wine and hors d'oeuvres, [...]

By |2019-02-12T16:20:56-07:00November 17th, 2016|

Marketing Multipliers—Part 1

Greetings Floor Dealers! My goal with this blog is to give you practical, hands-on strategies that you can immediately plug into your flooring business to generate money. Let’s take a look at how a number of these strategies can be assembled together in a marketing blueprint, all reinforcing each other and creating a marketing multiplier [...]

By |2019-02-12T16:21:11-07:00November 3rd, 2016|

How To Boost Response With Digital Marketing—Part 2 of 2

Greetings Floor Dealers! Always remember that your biggest source of revenue, hands-down, is going to be repeat and referral customers. So assuming you’ve got your repeat and referral marketing strategies in place to capitalize on these sources, it can make sense to devote time, energy and money to boosting response from digital marketing. Facebook Strategies [...]

By |2019-02-12T16:21:21-07:00June 30th, 2016|