As mentioned in many of my columns, every prospect has an unspoken question on her mind: Why should I choose you instead of every competitive option available to me, including doing nothing? In this installment we’re going to focus on solving the “including doing nothing” part of the question. Most flooring dealers assume their [...]
Selling high-end products like hardwood can be very lucrative for dealers. However, dealers don't sell nearly as much of their high-end lines as they could, so they miss all the additional profits that premium products can generate. I attended the NWFA Wood Expo and spoke with wood manufacturing leaders on the reasons why dealers don’t [...]
As I covered in Part 1, the vast majority of sales in the $20,000 range and above don’t come from advertising. They come from repeat customers and their referrals. In this installment, we continue with strategies and principles for magnetically attracting high-end, high-margin sales. Marketing to your past customers. Over the years you’ve most likely [...]
During my webinars and seminars, I often ask attendees to think back to the last ten residential remodel sales they made that were over $20,000. I then ask this question: How many of them came from repeat/referral customers vs. advertising? For virtually everyone in the group, the answer is that 80% to 100% of their [...]
