Lock Your Clients In An Iron Cage Away From Your Competitors

Greetings Floor Dealers!

The worst thing that can happen is to lose a perfectly good, happy, enthusiastic past client to Home Depot or Lowes or another flooring store because you failed to lock them in an Iron Cage.  It is possible to lock your clients out of reach of your competitors, and we’re going to spend several installments talking about that.

The first way is by communicating with them every month.  The most efficient way to do this is via a monthly newsletter.  Now, when I say newsletter PLEASE don’t make the mistake of thinking that I’m talking about the typical “snoozeletters” you get from your insurance company.

Heaven forbid!

A good newsletter uses “infotainment.”  This means dedicating about 80% of the letter to fun, informative, entertaining articles that have nothing to do with floors.  Only 10% to 20% is dedicated to flooring.

Other important things to include are emotional “triggers” that compel readership, referrals and immediate response to purchase.  Some of these triggers include:

  • Testimonials
  • Client of the month
  • Contest
  • Etc.

A good, 4-page newsletter as I’m describing takes about 12-20 hours to create from scratch.  That’s where the Home Advisor comes in.  The HA is done-for-you,  ready-to-use newsletter that contains all the features I’ve described, including 8-12 emotional “triggers” in every issue.  It takes about an hour per month to “customize,” and it’s so easy and employee can do it.  Think Ink Marketing will handle the fulfillment each and every month, for an incredibly affordable price.

One member transformed his store from 80% new construction, to almost 100% residential remodel in 8 months by using the Home Advisor as his primary marketing system.

Another member made over $250,000 in extra revenue using a monthly newsletter.

Other members are getting outstanding results as well.

I’ve been saying this for years and it’s still true:  If someone held a gun to my head and forced me to pick one marketing strategy to use for the rest of my life, I’d pick a monthly direct response marketing newsletter like the Home Advisor.  Hands down.  No hesitation.

 

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!