Greetings Flooring Dealers!
Most marketing done by floor dealers is a one-shot deal: they send out a flyer, postcard, or invitation to an after-hours sale, and that’s it. They stop with one mailing. It’s possible to dramatically increase your returns by turning your successful single-step advertising into a multi-step marketing campaign.
Imagine your typical client: she’s busy, possibly part of a two-income household, has kids, soccer practice, church, etc., etc., etc. She receives your first letter and says, “I do need new flooring. I’ll have to visit Jimbo’s Floors.” She sets the letter aside, fully intending to call or visit your store. But then she gets called to a parent/teacher conference, then the water heater springs a leak, then she and her husband leave town for a couple of days. Your letter gets buried under and ever-growing pile of “stuff” she intends to get to, but never does.
She wants to buy flooring from you. She is a viable prospect. But it could be weeks or months (if ever) before she remembers your letter, and during that time she is vulnerable to being stolen by one of your competitors.
But what if two weeks after receiving the first letter (which is now hopelessly buried) she receives a second letter that references the first letter and gives her a reminder? “Oh yeah!” she thinks. “I was meaning to call Jimbos Floors. I’ve got to do something about this embarrassing, worn-out carpet.”
Then, what if two weeks after that she received another letter reminding her of the offer and deadline? If she has any interest at all you’re going to get a call or visit from her. If you had stopped at the first letter there is a very good chance you would never have heard from her again.
In the next installment, I’ll cover some specifics on how to make a sequential marketing campaign more effective.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!