Marketing mastery: Customer service is still king in retail

June 14, 2019 | Comments Off on Marketing mastery: Customer service is still king in retail

June 10/17, 2019: Volume 34, Issue 26 By Jim Augustus Armstrong   “Flooring World,” the employee answering the phone said in a bored tone when I called for an appointment with the store owner. (Note: Company names in this article have been changed to avoid libel suits.) This fellow had no enthusiasm in his voice, and his tone suggested I had interrupted his day. Compare that to how the phone was answered by the employee...

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Lisbiz strategies: When wooing customers, focus on the ‘experience’

June 14, 2019 | Comments Off on Lisbiz strategies: When wooing customers, focus on the ‘experience’

June 10/17, 2019: Volume 34, Issue 26 By Lisbeth Calandrino   Everyone talks about the customer experience, but few know what it actually is. It goes way beyond reciting a pleasant greeting when a consumer calls or offering assistance when she ultimately enters your store. Customer service today is essentially about delivering a memorable experience for the consumer throughout the entire purchasing process. Why is this so important? According to a study published by the...

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Lessons learned: The trick to hiring the right salesperson

June 13, 2019 | Comments Off on Lessons learned: The trick to hiring the right salesperson

June 10/17, 2019: Volume 34, Issue 26 By Tom Jennings   When visiting with flooring dealers across the country, I often hear the comment, “We may need to add a salesperson to our staff.” When I inquire further as to what the main objective would be to this employee search, the answer is virtually always something to the effect of needing “extra floor coverage.” The emphasis seems to be focused on the short-term goal of...

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Al’s column: Sometimes disagreement is healthy

June 13, 2019 | Comments Off on Al’s column: Sometimes disagreement is healthy

June 10/17, 2019: Volume 34, Issue 26 By Lou Morano   (Editor’s note: This is the second installment in a multi-part series.) If you want to be truly successful, make minimal mistakes and make more “right” choices, then this point is of colossal importance: Surround yourself with people who are not afraid to challenge you. I never understood why owners of companies surround them- selves with “yes” men or with people who think exactly like...

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Lisbiz strategies: TISE 2020 education—Behind the scenes

May 31, 2019 | Comments Off on Lisbiz strategies: TISE 2020 education—Behind the scenes

May 27/June 3, 2019: Volume 34, Issue 25 By Lisbeth Calandrino   I recently returned from the TISE 2020 educational planning meeting in Irving, Texas. This is the third year I’ve been chosen to be on the committee. It’s interesting to find out what the attendees think of the prior education tracks and what seminars they would like to see moving forward. This information helps us determine the types of seminars to present in 2020....

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Marketing mastery: Direct mail still viable in today’s Internet Age

May 31, 2019 | Comments Off on Marketing mastery: Direct mail still viable in today’s Internet Age

May 27/June 3, 2019: Volume 34, Issue 25 By Jim Augustus Armstrong   I received a postcard the other day from a company offering their advertising services to help me grow my business. Nothing unusual about that, except that it came from Google. Here is one of the largest digital advertising companies on the planet pitching their services via paper, ink and the U.S. Postal Service. Why would they do that? Because it works. Here...

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Al’s column: Best practices for retailers to live by

May 31, 2019 | Comments Off on Al’s column: Best practices for retailers to live by

May 27/June 3, 2019: Volume 34, Issue 25 By Lou Morano (Editor’s note: This is the first installment in a multi-part series.) I’ve learned things from smarter people than myself, even after being in this industry for 38 years. When our company first opened, I learned from my father that paying our bills early was going to be very critical if we wanted to be important to our vendors. He managed the books in the...

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Marketing mastery: How to dazzle walk-ins

May 20, 2019 | Comments Off on Marketing mastery: How to dazzle walk-ins

May 13/20, 2019: Volume 34, Issue 25 By Jim Augustus Armstrong (Second of two parts) During a coaching call, I once asked a dealer from Connecticut, “If 10 people walk into your store, how many end up buying?” “Around three,” he replied. “That’s a 30% close rate, which means 70% of your walk- ins are not buying,” I said. “This means 70% the time, energy and money you spend getting people to walk in your...

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Lessons learned: Meanings of ‘wow’

May 20, 2019 | Comments Off on Lessons learned: Meanings of ‘wow’

May 13/20, 2019: Volume 34, Issue 25 By Tom Jennings   My experience has taught me that the best way to build customer loyalty is to consistently do the expected things well. Many retail experts are constantly referring to the necessity of having a “wow” factor to differentiate your business from the field. Remember, though, that “wow” can have both a positive and negative meaning. When we say “wow” as we walk into a new...

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Al’s column: Attracting the installers of tomorrow

May 20, 2019 | Comments Off on Al’s column: Attracting the installers of tomorrow

May 13/20, 2019: Volume 34, Issue 25 By Kaye Whitener The CFI division of the World Floor Covering Association (WFCA) recently partnered with Informa, owners of Surfaces, to host the first Build My Future—Flooring Edition. The interactive, hands-on educational event allows local high school juniors and seniors to experience employment opportunities in the floor covering industry. The idea behind the event came from attending the Build My Future program in Springfield, Mo. This event is...

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