Why Good Marketing Is Your Solution To The Installation Crisis (part 2 of 2)

In part 1 of this series I made the point that, hopefully, industry-wide solutions to the installer shortage are coming, but that may take awhile.  In the short term you’ve got to solve it for yourself, which generally means either hiring installers away from other retailers, or recruiting and training them yourself.  Either way, if [...]

By |2020-01-08T17:39:47-07:00January 16th, 2020|

Why Good Marketing Is Your Solution To The Installation Crisis (part 1 of 2)

On August 23rd I attended the Flooring Installation Taskforce meeting held at the CFI convention in San Antonio.  This meeting was hosted by the Floor Covering Leadership Council to help further the mission of solving the installer shortage.  Robert Varden, head of the CFI, did a fantastic job presenting the challenges, and providing real, actionable [...]

By |2020-01-08T17:40:40-07:00January 2nd, 2020|

Are You Ignoring The Low Hanging Fruit (Part 2 of 2)

In my books, articles, webinars and seminars I often feature case studies of dealers who have close ratios of 60%-80% (the national average is only 30%-35%), command margins of 50% or more, and stay booked out for weeks or months at a time year-round.  Occasionally someone will express disbelief that these kinds of results are [...]

By |2019-10-30T14:54:28-06:00December 19th, 2019|

Are You Ignoring The Low Hanging Fruit (Part 1 of 2)

A friend of mine needed flooring for his home, but he didn’t know any flooring dealers.  So, he went online and Googled flooring stores in his area.  He looked at the websites and read the reviews of the dealers appearing in the top three search results.  All the websites and reviews looked pretty similar, so [...]

By |2019-10-30T14:55:33-06:00December 5th, 2019|

15 Customer-Getting Strategies

There was once a chiropractor who built up a million-dollar-per-year practice.  He sold his business, and quickly built another million-dollar practice.  Then he did it a third time.  Obviously, this man had a system for building successful chiropractic practices.  So, he began to host seminars teaching other chiropractors how to grow their businesses.  After almost [...]

By |2019-10-30T14:09:29-06:00November 21st, 2019|

Embrace the Unconventional

“Watch what everyone else does – do the opposite. The majority is always wrong.” -Earl Nightingale Most of the sales, marketing, and differentiation strategies I teach floor dealers and write about in this column break convention and completely ignore industry “norms.”   I do this because unconventional strategies offer the biggest return on investment for [...]

By |2019-10-30T14:40:52-06:00November 7th, 2019|

Selling High End: Hardwood Manufacturers Speak Out

Selling high-end products like hardwood can be very lucrative for dealers.  However, dealers don't sell nearly as much of their high-end lines as they could, so they miss all the additional profits that premium products can generate.  I attended the NWFA Wood Expo and spoke with wood manufacturing leaders on the reasons why dealers don’t [...]

By |2019-10-30T13:47:54-06:00October 24th, 2019|

Customer Service Is King

“*Flooring World,” the employee answering the phone said in a bored tone when I called for an appointment I had with the store owner. This fellow had no enthusiasm in his voice, and his tone suggested that I had interrupted his day.  He obviously didn’t realize—or didn’t care about—the negative impression he was making on [...]

By |2019-08-28T14:02:00-06:00October 10th, 2019|

Why Smart Floor Dealers Still Use Direct Mail

I got a postcard the other day from a company offering their advertising services to help me grow my business.  Nothing unusual about that. Except that it came from Google.  So, here’s one of the largest digital advertising companies on the planet, a company that did $39.12 billion in revenue during the fourth quarter of [...]

By |2019-08-28T13:47:05-06:00September 26th, 2019|

Wow Your Walk-Ins – Part 2 of 2

“If ten people walk into your store, how many wind up buying,” I asked the dealer from Connecticut during a coaching call.   “Around three,” he replied. “That’s a 30% close rate, which means that 70% of your walk-ins are not buying.  Which means 70% the time, energy and money you spend getting people to [...]

By |2019-08-28T13:36:07-06:00September 12th, 2019|