Greetings Floor Dealers!
There is no single strategy—no “silver bullet”—that will magically enable you to leave the boxes in the dust. Rather, you should implement multiple, integrated sales and marketing strategies that reinforce one another and position you as the obvious choice. With that in mind, let’s take a look at some effective strategies you can add to your Depot-dustin’ arsenal.
Education-based marketing
I covered this in more detail in the last installment. Through education-based marketing you can inform prospects why cheap price and quality never go together, why the “$39 whole house installation” is a myth, and make your business the obvious choice. You’ll also position yourself as a trusted advisor; an authority on flooring.
Ask the right questions
Most dealers open their sales presentation with “How may I help you?” or “What kind of flooring did you have in mind?” In previous articles I detailed why this is a giant mistake and how it sets you up to compete on price and gives control of the process to the prospect. Instead, ask questions that create differentiation and give you control. Some important questions to ask include:
- What’s important about new flooring to you? Listen carefully to their answer because it will hand you the keys to the sale. This is called “getting the prospect to paint a target on themselves.”
- What can we do to exceed your expectations? Again, another “target-painting” question.
- The last time you bought new floors, what did you like about the experience? What did you dislike? More “target-painting.”
(Questions to avoid asking include, “How much do you weigh?” “How old are you?” “How much money do you make,” and “Will you go out with me?”)
Testimonials
Testimonials give you a “halo” of credibility. What others say about you is 100-times more effective than what you say about yourself, even if you are 100-times more eloquent. Use testimonials in all your marketing and sales presentations, and display them in your showroom.
Create a culture of referrals
You want to manage the entire customer experience with a “referral mindset,” and train your team to do the same. From the time a prospect walks in, through the installation, and continuing with the post-installation follow-up, engineer an experience that “Wow’s” them and transforms them into raving fans, eager to send you referrals.
Use the “Rule of Reciprocity”
Here’s an easy strategy that creates great customer service, helps create a culture of referrals, and is something the boxes will never do:
When someone walks into your business, offer them a beverage menu and say, “What can I get you to drink? Pepsi, Diet Pepsi, coffee, tea, bottled water?” (Don’t say, “Would you like something to drink?” This gives them the option to say, “no.”) When they accept your gift—even a $0.50 soda—they will feel indebted to you and want to reciprocate by buying from you.
Build, nurture and protect your herd
Your past customers are the only people on the planet who have proven they’ll give you money in exchange for flooring, yet the vast majority of dealers ignore their past customer list. Instead, see yourself as a rancher. Invest the time, energy and money into building, nurturing and protecting your herd, something the boxes don’t do. This requires a shift in mind-set, a shift which I believe is no longer a luxury, but a necessity if you want to be around for the long-haul.
Monthly Newsletter To Past Customers
This is one of the best tools for effective herd-building. A key point to remember is never make your newsletter 100% about flooring. “All flooring is all boring” because most of your past customers don’t need flooring in any given month. Instead keep your newsletter content 80% fun, informative, entertaining, valuable, general-interest information, and the remaining 20% flooring-related. (This can include special offers.)
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!