In my previous two columns, I detailed the many problems dealers face when buying leads from HomeAdivsor, Angie’s List and other lead generation companies, and why you are better off generating your own leads. I also discussed how any time you generate leads you should begin with the leads you already have: your past customers. They [...]
"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, [...]
“You’ve got to remember that every prospect searching online for a flooring store has an unspoken question on her mind: Why should I choose you instead of your competitors?” I told Brad, a dealer from Connecticut for whom I was doing an online marketing assessment. “Wow, I’d never thought of it that way,” he replied. [...]
“Jim, I can’t believe this dealer has a higher star rating than us! He operates out of a storage container, and he once pulled a gun on a customer!” I was doing an online marketing assessment for Susan, a dealer from California. At the beginning of our meeting I said, “Susan, let’s walk a mile [...]