Al’s column: Good service is still king in retail

December 12, 2019 | Comments Off on Al’s column: Good service is still king in retail

Dec. 9/16, 2019: Volume 35, Issue 12 By Lou Moreno My mom calls every customer after every sale to ensure she had a great experience. If not, she listens to the customer and proceeds accordingly to solve any unresolved issues. We have few complaints—the most common being the product not coming in on time or damaged, the installer arrived late, the job took too long, etc. The No. 1 complaint is the customer felt like...

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Lessons learned: Are you perceived as a sales professional?

December 12, 2019 | Comments Off on Lessons learned: Are you perceived as a sales professional?

Dec. 9/16, 2019: Volume 35, Issue 12 By Tom Jennings   Much has been written about why people buy flooring from large stores instead of from local vendors who may often have a greater knowledge of both the product and the environment it is to be installed in. I believe one reason is that many dealers mistakenly feel what they “have to say” will trump whatever the fancy store down the street may have to...

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Marketing mastery: Small businesses have big advantages

December 12, 2019 | Comments Off on Marketing mastery: Small businesses have big advantages

Dec. 9/16, 2019: Volume 35, Issue 12 By Jim Augustus Armstrong   (Second of three parts) As I outlined in part one of this series (FCNews, Nov. 25/Dec. 2), Home Depot spent $1.08 billion in advertising in 2018. There is no way you’re going to beat them in the advertising game because they are outspending you thousands of times over. However, there are business growth methods you can implement that the big corporations can’t (or...

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Marketing mastery: Dealers—Be a rancher, not a hunter

December 2, 2019 | Comments Off on Marketing mastery: Dealers—Be a rancher, not a hunter

Nov. 25/Dec. 2, 2019: Volume 35, Issue 11 By Jim Augustus Armstrong   (First of several parts) According to Statista.com, Home Depot spent $1.06 billion on advertising in the United States in 2018. They were the third-largest radio advertiser in the U.S. in 2017 and made it to the list of top-five retailers in North America in 2017 based on sales. At press time, they have 4,939,108 followers on Facebook, 283,000 subscribers on YouTube and...

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Lisbiz strategies: Make an effort to raise your digital game

December 2, 2019 | Comments Off on Lisbiz strategies: Make an effort to raise your digital game

Nov. 25/Dec. 2, 2019: Volume 35, Issue 11 By Lisbeth Calandrino   I have been a supporter of the independent retailer for more than 20 years. However, I’m afraid some of you have fallen behind or given up. You want more customers, but you’re not willing to do what it takes to attract them; or you hire someone who has no idea how to market or how our industry works. There are times when you...

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Lessons learned: Always focus on how the customer feels

December 2, 2019 | Comments Off on Lessons learned: Always focus on how the customer feels

Nov. 25/Dec. 2, 2019: Volume 35, Issue 11 By Tom Jennings   As retailers, we’ve all experienced this scenario at some point in our careers: A sale is lost to a competitor. It happens every day. But have you ever noticed how often the average salesperson seems to assign the blame to the customer? We’ve all heard the standard excuses: “We’re priced too high,” “They found a color they prefer somewhere else” or “The competition...

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Sales pitfalls RSAs need to keep in mind

December 2, 2019 | Comments Off on Sales pitfalls RSAs need to keep in mind

Nov. 25/Dec. 2, 2019: Volume 35, Issue 11 By Jerry Levinson   I’ve worked with many flooring dealers on a one-on-one basis as well as in the Flooring Business Master Classes. I’ve found that many flooring pros make the same mistakes when pricing their products and installation. The most common error made is on the initial contact with the customer. A typical customer will asks, “What do you charge for new carpet?” Most flooring professionals...

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Marketing mastery: Do you want fries with that order?

November 1, 2019 | Comments Off on Marketing mastery: Do you want fries with that order?

October 28/November 4, 2019: Volume 35, Issue 9 By Jim Augustus Armstrong   You’ve spent time, energy and money attracting a prospect and getting the opportunity to measure and give them a quote. Doesn’t it make sense to maximize your profits with each “at bat?” I’ve been working with flooring dealers since 2007, and I’ve found that very few do any- thing more than simply measure the areas the customer wants replaced, then give them...

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Installments: A greener approach to luxury living

November 1, 2019 | Comments Off on Installments: A greener approach to luxury living

October 28/November 4, 2019: Volume 35, Issue 9 By Arthur Mintie   As the world becomes more focused on smart home technology, the tile and flooring industry has made leaps forward to make products that adapt to a new way of living. New products focus on their ability to contribute to green, sustainable living that benefits the greater good, especially as we continue to face global issues like climate change. Going green is no longer...

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Lisbiz strategies: Learn to strike while the iron is still hot

November 1, 2019 | Comments Off on Lisbiz strategies: Learn to strike while the iron is still hot

October 28/November 4, 2019: Volume 35, Issue 9 By Lisbeth Calandrino   In the world of retail, salespeople and owners live and die by leads. These leads may come through sophisticated electronic marketing systems, or they may come to a flooring store by more traditional means such as word of mouth. In either case, the objective is to jump on them before they get stale. I understand that managing and following up on leads can...

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