In part one I covered the idea that we all have an internal thermostat which regulates how successful we’ll be. If your thermostat is set at $1.5 million a year in revenue, and you drop down to $1.2 million, your thermostat will kick on and “warm” you back up to $1.5 million. If you increase [...]
“The most we can charge is 35% margins because people in our area won’t pay more.” I was conducting a coaching session with a floor dealer who wanted to grow his business, and he was trying to convince me that there was no way he could raise his prices. I, of course, was having none [...]
In part 1 I made the point that mediocre service is rampant across most industries, retail flooring included. The flooring world is getting more difficult and competitive, not less so, and if you expect to prosper long-term you must rise above the legions of the mediocre. This is especially true if you want to have [...]
Home Depot spent $1.08 Billion in advertising in 2018. There is no way you, as an independent small business, can beat them by playing their advertising game their way. In the previous installment of this series I covered specific strategies to leverage your advantages as a small business when you market yourself. Now let’s cover [...]
There was once a chiropractor who built up a million-dollar-per-year practice. He sold his business, and quickly built another million-dollar practice. Then he did it a third time. Obviously, this man had a system for building successful chiropractic practices. So, he began to host seminars teaching other chiropractors how to grow their businesses. After almost [...]
“My revenue increased by 50% last year, and this year it increased by another 50%.” Craig Bendele from Florida was speaking to a group of dealers during one of my training webinars, and we were discussing the strategies he used to grow his revenue. (I covered some of those strategies in Part 2 of this series.) [...]
Most dealers don’t have an ongoing, dependable marketing system in place to create a predictable stream of customers, to even out the seasonal ups and downs, and to bullet-proof their business against market fluctuations. The radio ad rep calls and says, “We’re having a special this month on ad space.” The dealer figures it’s too [...]
Does this sound familiar? Business is slow, so you launch advertising campaigns and promotions, and work your tail off, hustling to get more business in your door. The next thing you know you’re so swamped you can’t keep up with the orders. So, you stop doing the things that brought in the business because you’re [...]
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 [...]
Greetings Floor Dealers! Flooring is a commodity. Marketing great Dan Kennedy says that if you’re in a commodity business, get out. He didn’t mean leave your industry; he meant re-invent and re-categorize yourself to create differentiation within your industry. Sell differently, answer the phones differently, deliver your goods and services differently. There is so much [...]
