Greetings Floor Dealers!

My goal with this blog is to give you practical, hands-on strategies that you can immediately plug into your flooring business to generate money. Let’s take a look at how a number of these strategies can be assembled together in a marketing blueprint, all reinforcing each other and creating a marketing multiplier effect, and giving you an enormous advantage over the boxes and other competitors.

*Core 3 Strategies: The Foundation

“Core” strategy #1: Sales Closer System. This is a step-by-step, teachable, repeatable sales process that converts shoppers into buyers, increases your closed sale ratio, and has a huge multiplier effect on the rest of your marketing. Let’s say your website generates ten walk-ins per month and you normally close three of them. A Sales Closer System can increase these to four or five closed sales. The Sales Closer System just multiplied the effectiveness of your website without increasing your costs.

“Core” strategy #2: Referral Marketing System. By using this system to farm those five website sales for immediate referral business you can add another two or three sales: also a big marketing multiplier.

“Core” strategy #3: Monthly Direct Response Customer Newsletter. If you subscribe these eight customers from your website into your monthly newsletter, you’re insuring their repeat business and boosting your referrals over the coming months from those customers: another marketing multiplier.

The rest of your customer list represents a goldmine. And if you’re like most dealers, it’s a woefully untapped goldmine. The monthly newsletter is hands-down the best way to mine this gold. I’ve worked with hundreds of dealers across the U.S. and Canada who get phenomenal results from a newsletter, many of whom have steered their businesses away from the brink of bankruptcy and into the millions-of-dollars in revenue, multiple locations, etc., with the newsletter being the principle strategy driving the turnaround.

Building On The Foundation

The Zero Resistance Selling Environment. When customers come into your showroom, the following zero-resistance strategies are in place:

  • They are handed a beverage menu and asked, “What can I get you to drink?”
  • Testimonial brag wall covered with testimonials from raving-fan customers.
  • Monitors playing a slideshow with photos of customers, testimonials, before and after installation photos, video clips of you interviewing customers.
  • Cookies baked right in your store, filling it with a welcoming aroma, and served on a tray to all walk-ins
  • A kid’s play area with toys, video games, and DVD’s.
  • A “Man Cave,” with recliner, fridge with beers and/or sodas, large flat screen TV tuned to ESPN.

Testimonial Drip Campaign. After the flooring is installed for each of your eight new customers, get a photo of them and a testimonial. Send postcards to the 500 homes surrounding each installation with a headline saying, “Your Neighbors On Darth Vader Drive Just Got The Beautiful Flooring Of Their Dreams!” Include the customer’s name, photo, and testimonial. Include a special offer “Exclusively For Neighbors of the Pendergastmans,” along with a deadline to respond. Any who respond will go through your Sales Closer System, Referral Marketing System, and be subscribed to your newsletter: more multiplying.

5-Around Strategy. The five homes surrounding each installation (one on either side, three across the street) get a door hangar that says, “Your Neighbors, The Pendergastmans, Just Got Gorgeous New Floors!” Include an offer with a deadline. Also, include a website driving them to get your free report. Any who respond to your offer go through your Sales Closer System, Referral Marketing System, and are subscribed to the newsletter: more multiplying, baby!

In the next installment I’ll continue with strategies that build on the foundation of the Core 3.

 

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!