Greetings Floor Dealers! "Have you ever lost customers because you couldn't match Home Depot's $39 installation?" I asked a group of attendees on a recent Marketing Mastery webinar I was co-hosting with Dustin Aaronson (FCNews Associate Publisher). More than half said they had. Well, Home Depot has upped the ante. If you've lost customers because [...]
Greetings Floor Dealers! This is the final installment this series. This week we continue with mistakes 10 through 13. Mistake #10: Failing to Position Yourself as a Trusted Advisor I want you to get a picture in your mind of a family doctor and next to him a used car salesman. Are you seeing those two [...]
Greetings Floor Dealers! This is the third installment in the series. This week we continue with mistakes 6 through 9. Mistake #6: Failure to Have a System to Generate Referrals In my opinion, this is the second biggest marketing mistake. (The first is not marketing to your past customers as discussed in the previous installment [...]
Greetings Floor Dealers! This is the second installment in the series. This week we continue with mistakes 3-5. Mistake #3: Being Dishonest, Unethical, or Misleading Odds are, if you care enough about your business to be reading FSS, you’re probably not a sleazy, bait-n-switch type of dealer. So this is more of an encouragement for you [...]
Greetings Floor Dealers! In 2007, I published my four-part series titled, 13 Deadly Marketing Mistakes. Now that the market is heating up, this topic takes on new relevance. Dealers are increasing their spending on marketing in order to grab ever-increasing market-share, so we've decided to rerun this series to help our readers maximize their marketing dollars. [...]
Greetings Floor Dealers! "My customers don't want to go through my sales closer system because they seem like they're in a hurry," said Liz, a floor dealer from Utah. I was conducting a training webinar for dealers on how to use a sales closer system that's been proven highly effective many dealers. Those new to [...]
Greetings Floor Dealers! "We need a systematic plan for attacking our marketing," Matt M., a floor dealer from Arizona told me recently. Steve N., a dealer from California said, "Foot traffic is bad. We just want at least seven customers a day. We get two to three customers and it gets difficult to keep motivated." [...]
Greetings Floor Dealers! In the previous post we covered the importance of having a Sales Closer System, and the four critical jobs this kind of system will do for you. In summary, a good Sales Closer System will: Give you total control of the sales process. Quickly weed out price-shoppers. Create total differentiation from your [...]
Greetings Floor Dealers! Does this story sound familiar? First, a customer walks into your store and spends an hour or more looking at samples. Then you have to drive out to her home, spend time chatting, and measure all the floors. Then you have to go back to your store, figure up the square footage, [...]
Greetings Floor Dealers! Welcome to Part Five of my Summer Series all about commanding higher retail margins! Today we are going to cover the second 40-50% margin strategy. Have A Referral Marketing System In Place To Create A Predictable, Continuous Stream Of Referred Customers The first step in any referral marketing strategy is making sure [...]