“If ten people walk into your store, how many wind up buying?” is a question I often ask dealers. The national average is about three in ten, so this gives me a benchmark. I know dealers who close seven or eight out of ten - more than double the national average. How is that possible? [...]
In Get An Unfair Advantage Over Big Box Stores Part 1, I shared how I was on a coaching call with Mark Bouquet, a Flooring Success System member from the Chicago area who said, "We love having Big Box Stores for neighbors. We take a lot of business from them." In this installment, I will share strategies [...]
Awhile ago I was on a coaching call with Mark Bouquet, a Flooring Success System member from the Chicago area. "We love having Big Box Stores for neighbors," he said. "We take a lot of business from them." (That’s Mark in the photo. I LOVE this pic!) I spewed iced tea as I burst out [...]
Do you know what the letters USP stand for, and how they can change your life for the better? If not, read on! In all your marketing you should strive to answer the SINGLE question that every prospect has running around in their mind (like a hamster on an exercise wheel) - “Why should I [...]
“We need a systematic plan for attacking our marketing,” Matt M., a floor covering dealer from Arizona, told me. Steve N., a dealer from California, added, “Foot traffic is bad. We just want at least seven customers a day. We get two to three customers and it becomes difficult to stay motivated.” Both of these challenges [...]
WARNING: this article contains a strong dose of "tough love," with no punches pulled, and may be difficult for some to hear. If your feelings are easily hurt I recommend skipping this installment. Greetings Floor Dealers! As detailed in Part 1 of this series, selling on cheap-price is a fragile and temporary marketing advantage at [...]
Greetings Floor Dealers! When I was in college I earned my daily bread by giving private guitar lessons at a music store. The owner of this store was a good-hearted and generous fellow. A little too generous. He sold his wares at incredibly thin margins, so thin that he had to take part-time work outside [...]
Greetings Floor Dealers! JIM: What is your goal for your business? FLOOR DEALER: To make more money. JIM: What's important to you about making more money? December is a great time for floor retailers to begin setting goals for the upcoming twelve months. However, for most entrepreneurs 'setting goals' means figuring out how to make more [...]
With the thinning of the herd (customers) taking place in all business categories, it’s essential that you take your customer service and marketing “up a notch” to set yourself apart. In Part 1, I told you about giving a Welcome Pack and a good formula for yours. One reason “traditional” advertising fails floor dealers so [...]
With the thinning of the herd (customers)taking place in all business categories, it’s essential that you take your customer service “up a notch.” Set yourself apart! It’s appalling how, even in the face of bankruptcy, most businesses continue to take the ever-dwindling supply of customers for granted. Lousy service, customers treated with indifference, etc., etc. [...]