The last several installments have been dedicated to equipping you with proven strategies to recession-proof your dealership and come back strong after the lockdown. This installment features a case study of a dealer who grew his revenue during the lockdown by implementing the strategies I’ve taught here. Matt’s Story Matt Capell owns Capell Flooring & [...]
The Million-Dollar Chiropractor I launched Flooring Success Systems in October of 2007—right before the U.S. economy tanked. I had the task of somehow helping my floor dealer clients survive what was to become the worst economy since the Great Depression. A key marketing approach I taught (and still teach) follows the example of a chiropractor [...]
If a hurricane is coming and forecasters are not sure if it’s going to hit your town, you would be foolish to merely hope it passes you by. A wise man prepares as though it’s going to hit with full force. As the lockdown eases, no one knows if the flooring market is going [...]
As the U.S. slowly emerges from the COVID-19 lockdown, no one is sure what the economy is going to do. It could rebound fairly quickly, or it could take many months or even years to come back. We just don’t know. That’s why it’s important to hope for the best and plan for the worst. [...]
Statistically, when buying big ticket items ($500 or more), the average consumer spends 79 days on the path-to-purchase. 85% begin their path-to-purchase online. But, 82% of the time they make the actual purchase in a brick-and-mortar store. Therefore, in order to make sure that the path ends at your store instead of a competitor’s, it’s [...]
In 2016 Synchrony Financial did a Major Purchase study that focused on the path-to-purchase consumers take when they buy big-ticket items. (Big ticket is defined as $500 or more.) 85% of consumers begin their path-to-purchase online. 70% then visit a brick-and-mortar store. 82% make their purchase in the store. According to GE Financial, this entire [...]
Greetings Floor Dealers! In the previous installment of this series, I listed the three reasons most advertising fails floor dealers: 1) There is a ton of misunderstanding among floor dealers about advertising; 2) they are unaware of alternatives to "brand building" types of advertising; and 3) as a result dealers wind up copying each other. [...]
Imagine going to the doctor because you suspect you might have brain cancer. Before he begins the examination, you say, “I was looking online, and I found another doctor who will do an examination for $49.95. Your receptionist says you charge $120. Is that the best you can do?” Then when he gives you his [...]
