The Hamster Wheel of Doom

Many dealers are running on a hamster wheel faster and faster, trying to build their businesses. One month you have plenty of customers coming in and enough money to cover costs—some months you have more work than you can handle. But then a month or two later your work slows down. You're stressed about where [...]

By |2019-03-21T18:28:08-06:00March 28th, 2019|

Marketing Is Everything, And Everything Is Marketing

Every interaction you, your staff, and your business has with a prospect or customer is a marketing opportunity. Like it or not - whether you pay attention to it or not - during every interaction with your company, your consumers are getting an impression of you. The only question is: What kind of impression are [...]

By |2019-03-21T18:28:48-06:00March 14th, 2019|

The Ultimate Floor Marketing System – Part 3 of 3

In Part 1 and Part 2, I outlined the ultimate floor marketing system. It consists of three simple steps: before, during and after. Before is what you do to attract new customers before they have purchased from you. During is what you do to get out of the “proposal” business, close a lot more sales [...]

By |2019-03-21T18:29:18-06:00February 28th, 2019|

The Ultimate Floor Marketing System – Part 2 of 3

In my last column, I outlined the ultimate floor marketing system which consists of three simple steps: before, during and after. Before is what you do to attract new customers before they have purchased from you. During is what you do to get out of the “proposal” business and instead close a lot more sales [...]

By |2019-03-04T15:24:51-06:00February 14th, 2019|

The Ultimate Floor Marketing System – Part 1 of 3

In my previous post, I outlined the differences between dealers who are hunters and dealers who are ranchers. Most dealers are hunters, meaning they are transaction-oriented. They spend their time, energy and money hunting down the next customer, bagging it, skinning it. Then they’re off hunting for the next one. Three big problems with customer [...]

By |2019-03-04T15:23:53-06:00January 31st, 2019|

Are You A Hunter Or A Rancher?

“How many of you communicate with your past customers on a monthly basis?” I asked dealers at a Digital Domination Boot Camp I was conducting during the Chicago Floor Covering Association’s annual Product Showcase. No one raised their hand. That is not unusual. I poll most of my audiences with that question, and at most I’ll [...]

By |2019-02-12T15:52:47-06:00January 17th, 2019|

How To Convert More Door Swings Into Sales – Part 2 of 2

In Part 1 of this series, I discussed how you can increase your closed sales ratio simply by maximizing your repeat and referred customers. In this installment, I’m going to explain why having a selling system will also help you increase your closed sales. “We now have a 70% close rate,” Rob, a dealer from [...]

By |2019-02-12T15:53:03-06:00January 3rd, 2019|

How To Convert More Door Swings Into Sales – Part 1 of 2

"We’ve been advertising with Angie’s List and Home Advisor, and running Google Adwords."   That's what a dealer from Colorado told me during a consultation. We were meeting because he wanted to discuss additional ways to market his business. “What’s your monthly ad spend for all of those?” I asked. “About $6,000.” “If ten people walk into [...]

By |2019-02-12T15:53:15-06:00December 20th, 2018|

How To Fix Bad Reviews

“I remember this guy,” the dealer from Minnesota told me. I had just pointed out to him that he had a negative review on Google. “He was rude to my staff and made unreasonable demands. When we told him we couldn’t give him what he wanted he left this lousy review!” Many dealers can relate to [...]

By |2019-02-12T15:53:26-06:00December 6th, 2018|

Why Google is King

"I don’t know where to start with my online marketing.” I was on the phone with Brad, a dealer from Texas, and he was explaining that running his business took so much of his time that he felt totally overwhelmed trying to figure out internet marketing.  I’ve heard versions of this lament from many dealers, [...]

By |2019-02-12T15:54:39-06:00November 22nd, 2018|