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Marketing mastery: Make 2019 your best year ever in flooring

January 7/14, 2019: Volume 34, Issue 16

By Jim Augustus Armstrong

 

(First of two parts.)

I’ve spoken with many dealers who are unsatisfied or frustrated with some aspect of their business. They say things like: “Jim, I love flooring, but my business isn’t growing the way I want it to; I’m not making enough money; I’m losing customers to the competition; I can’t find good salespeople or installers; I’m working 60 hours or more each week, and I’m stressed out all the time, etc.”

Any of this sound familiar? I know you work hard as a flooring dealer, you provide a valuable service to your customers, you provide employment and you’re an asset to your community. You deserve to have a growing, thriving business that’s rewarding and fun—a place you look forward to going each day where you work the number of hours you choose. You deserve a business that provides you and your family with a great lifestyle, including vacations and weekends off. In other words, you deserve to have an awesome life in flooring.

I’m here to tell you that, whatever your past experiences have been, it is possible to have a great life in flooring, just like the dealers who sent me the following comments:

“I’m working less than 35 hours per week, revenue is up 50%...business is fun again!” —Earl from Saskatchewan

“October was our busiest month in 20 years, November was our second busiest and this month we are crashing new records!”  —Mark, Ill.

“Costa Rica! Blended drinks on the beach with my bride of 25-plus years. We had a blast! Jim, thanks for the motivation to let our store work for us rather than us working for the store.”  —Dan, Mont.

I’ve discovered that almost without exception, dealers who have achieved a great life in flooring have put into place a two-part success formula. The first half of the formula is making plenty of money. Let’s face it, if you don’t have enough money, it’s hard to grow and hire good people, it’s hard to give back and help others, and you can’t afford a great lifestyle for you and your family.

The second half of the formula is having freedom. This means you control your business, not the other way around. If your business has too much control, and has you running around in 20 different directions each day, then you don’t have the freedom to focus on growing, taking vacations or spending all the time you want with your family. You’ll always be stuck on that hamster wheel, running and running, but never moving ahead the way you want to.

There are several steps that go into implementing the success formula, and the first is having the correct mindset. I have found I can give dealers proven, step-by-step strategies for making more money and having more freedom, but those strategies are useless if the dealer believes it’s impossible to work fewer than 60 hours per week, or that wanting to make a lot of money is selfish.

You’ll notice that I began this installment by listing some of the reasons you deserve to have a great life in flooring and then showing you examples of dealers who have achieved it. I did this because I want to help you have the right mindset. Deep down in your gut I want you to really know and feel two things: No. 1 that you deserve a great life in flooring, and No. 2 that it’s possible for you to achieve. Both statements are not only true but necessary in order to get the success you really want.

In the next installment I’ll outline proven steps to help you get there.