Greetings Floor Dealers!

This is part two in a multi-part series on prospering in the “New Economy” by marketing to high-end clients.  Unfortunately, most flooring dealers’ “business plan” to deal with market turmoil is to “wait and hope” that the economy “gets back to the way it was.”  Those dealers’ whose plans to combat a slow economy was simply to “wait it out” until things to get better, put their business at very serious risk, many of them didn’t make it.  However, there is huge opportunity for dealers who understand the New Economy and had a plan to take advantage of it.

When the economy is down, the ideal clients are those that are affected last and least, which means the affluent.  We now continue with more strategies to attract and keep these valuable clients.

Referral Program
It’s true.  Birds of a feather flock together.  One of the quickest routes to getting more affluent clients is obtaining referrals from the affluent clients you already High end clients typically work by referral; they typically DO NOT hunt through the yellow pages or newspaper trying to decide which flooring dealer to use.  In fact, the only way you’ll EVER gain access most affluent clients is through a referral.  Only as a last resort will they hire someone who they don’t know or wasn’t referred.

Notice that the title of this section is “Referral Program.”  This does not mean waiting for referrals to happen by accident.  You need to incorporate a systemized process for requesting and obtaining referrals, and a system for marketing to the referrals you are given.  This is too important to leave up to the whim of your sales team.  Obtaining referrals and marketing to them should be part of your ongoing system of day-to-day business activities.

Testimonials
What your affluent clients have to say about your service is 100 times more effective than anything you could ever say to affluent prospects.  Getting testimonials from them is critical.  At the very least you should ask every affluent client (all clients actually) for a written testimonial and a photo.  If they have a particularly luxurious home, get at least one photo of them standing in front of their home.  Have them stand on the sidewalk with the home in the background.  You should not be afraid to ask for a testimonial and photo. Why?  Because by providing outstanding service you have earned the right to ask for testimonials and referrals.  If you ask the right way—sincerely requesting their help—most will be eager to provide testimonials.  It’s all in the way you ask. You can also ask for audio testimonials.  The testimonial can be burned to a CD, put on your website, etc.

Finally, when you have a client that you have good rapport with, ask them for a video testimonial.  It’s very easy and should NOT be a highly technical production.  Set up a camera on a tripod aimed at a sofa or dining table.  Sit with your client and do a quick interview.  Ask them what they liked about working with you, how they felt about the service, would they recommend others to you, etc.  These interviews can be edited down to a DVD and given to prospective clients.  TIP: Use a microphone.  However, if you don’t use a mic, put the camera up close to subject so the condenser mic will pick up the interview without a lot of background noise.  (If you put the camera back from the subject and use the zoom lens, the mic won’t pick up the interview as well.)

 

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!