How Should I Prioritize My Marketing?

“I want to market my business, but I’m not sure where to start,” the dealer from Arizona told me during a coaching call.“What would you recommend I begin with?” “What are you currently doing?” I replied. “Besides our website, we post pretty regularly on social media, we buy leads from Home Advisor, and we spend [...]

By |2019-07-20T15:09:05-06:00August 15th, 2019|

Are You Answering The Unspoken Question?

“Our close ratio is only 15%,” the dealer from Florida told me.  “Our sales team is wasting a ton of time with people who wind up not buying.” “It sounds like you’re not answering your prospects’ unspoken question,” I replied. “Unspoken question?  What's that?” he asked. When I bring up the unspoken question, most dealers [...]

By |2019-07-20T15:31:08-06:00August 1st, 2019|

Using Technology to Cut Your Work Hours

Overwork is epidemic in our industry.  I’ve been coaching floor dealers since 2007, and when my clients first come to me it’s heartbreakingly common for them to be working nights and weekends, and putting in 50-70 hours per week.  I’ve even encountered a few tortured souls whose average weekly hours on the job were north [...]

By |2019-07-22T13:18:42-06:00July 18th, 2019|

Why You Need A Coach

I’ve been fly fishing for over 25 years. In that time I’ve gotten good at it. However, for years, I stank at nymphing. Nymphing means fishing flies underwater instead of floating them on the surface. If you want to catch a lot of trout consistently, it’s essential to be good at nymphing because trout spend [...]

By |2019-07-22T13:10:56-06:00July 4th, 2019|

Take Customers For Granted and Lose Them To Competitors

“I’m looking for Tupperware containers,” my wife told the retail employee. “Where can I find those?” “Uh…try aisle nine,” replied the employee, who then went back to what she was doing. She couldn’t be bothered to help a customer find what she was asking for. I visited an office supply store recently. The store was [...]

By |2019-07-22T13:15:49-06:00June 20th, 2019|

How To Generate Unlimited, High-Quality Leads – Part 3 of 3

In my last two columns, I discussed the pitfalls of buying leads from popular online referral services. I also discussed several proven alternatives for generating high-quality leads. In this installment, I’m going to discuss how to get other businesses to send you an ongoing stream of leads for free. The Power of Referral Leads Every [...]

By |2019-04-23T15:35:34-06:00June 6th, 2019|

How To Generate Unlimited, High-Quality Leads – Part 2 of 3

In my previous two columns, I detailed the many problems dealers face when buying leads from HomeAdivsor, Angie’s List and other lead generation companies, and why you are better off generating your own leads. I also discussed how any time you generate leads you should begin with the leads you already have: your past customers. They [...]

By |2019-04-23T14:32:23-06:00May 23rd, 2019|

How To Generate Unlimited, High-Quality Leads – Part 1 of 3

In my previous column, I detailed the many problems dealers face when buying leads from HomeAdivsor, Angie’s List and other lead generation companies. Here’s a quick summary of the problems I discussed. You have no control over the types or quality of leads. You have no control over how the leads get generated. Buying leads [...]

By |2019-04-23T14:05:10-06:00May 9th, 2019|

Beware Of Lead Generation Companies

HomeAdvisor was getting sued by a group of eight home-improvement companies. Here are just two of the several allegations: The leads sold to the companies are “overwhelmingly bogus” and “illusory.” They are often “over distributed” or contain, among other things, disconnected phone numbers, people who are not homeowners or contacts for nonexistent residences. When companies [...]

By |2019-04-23T15:54:14-06:00April 25th, 2019|

The Power Of Customer Recognition

To understand why customer recognition is so powerful, let’s take a minute and put ourselves into our customer’s shoes. Cathy Consumer is a 35-year-old mother of three kids, all under the age of ten. She and her husband work full time. Cathy loves her kids and is a devoted mother, but they’re a little weak [...]

By |2019-03-21T18:27:18-06:00April 11th, 2019|