Greetings Floor Dealers!
When a prospect does not purchase flooring from you it’s for one of three reasons:
1. They can’t afford it
2. They aren’t interested
3. They don’t believe you
Today we’re going to cover reason #2: They aren’t interested
Your job as a marketer is to sift, sort and screen the prospects who are your ideal clients, and that includes finding people who are interested—right now—in what you have to offer.
There is a big misconception among business owners that the job of marketing is to get people interested in your product. That is a big mistake. In reality, you want to find people who already have some level of interest in flooring, then convince them to buy from you vs. any and all other options available to them.
Everyone has an internal “ready to buy” scale. Someone who is a “one” on the scale has no interest, and someone who is a “ten” is basically “in heat.” They want flooring NOW, baby! Just show ‘em where to sign.
Too many dealers waste time trying to convert one’s, two’s and three’s into tens. They waste a tremendous amount of time, energy and money trying to take people who have little-to-no interest and generate interest. Bad plan.
Instead, your marketing should be designed to magnetically attract eight’s, nine’s and tens. Don’t waste your time with people who are not interested.
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!