Marketing mastery: Step off the hamster wheel of doom

September 24, 2018 | Comments Off on Marketing mastery: Step off the hamster wheel of doom

September 17/24, 2018: Volume 34, Issue 7 By Jim Augustus Armstrong Many dealers are running on a hamster wheel trying to build their businesses. One month you have plenty of customers coming in and enough money to cover costs; some months you have more work than you can handle. But then a month or two later, your work slows down and you’re stressed about where all the flooring jobs have gone. As a result, you...

Read More

Marketing mastery: How to capitalize on consumer interactions

September 10, 2018 | Comments Off on Marketing mastery: How to capitalize on consumer interactions

September 3/10, 2018: Volume 34, Issue 6 By Jim Augustus Armstrong Every interaction you, your staff and your business have with a prospect or customer is a marketing opportunity. Like it or not, consumers get an impression of you every time they interact with your company. What kind of impression are you making with each marketing opportunity? Are you compelling them to buy from you even if you’re more expensive? Or are you showing that...

Read More

Marketing mastery: How to hook customers, keep them coming back

August 27, 2018 | Comments Off on Marketing mastery: How to hook customers, keep them coming back

August 20/27, 2018: Volume 34, Issue 5 By Jim Augustus Armstrong (Last of three parts) In my last two columns, I outlined the ultimate floor marketing system, which consists of three simple steps: “before,” “during” and “after.” The first step is what you do to attract new customers before they have purchased from you. The second is what you do to get out of the “proposal” business and instead close more sales and get high...

Read More

Marketing mastery: New ways to generate (and turn) solid leads

August 10, 2018 | Comments Off on Marketing mastery: New ways to generate (and turn) solid leads

August 6/13, 2018: Volume 34, Issue 4 By Jim Augustus Armstrong (Second of three parts) In my last column, I outlined the ultimate floor marketing system, which consists of three simple steps: “before,” “during” and “after.” “Before” is what you do to attract new customers before they have purchased from you. “During” is what you do to get out of the “proposal” business. And “after” is what you do following the sale to create a...

Read More

Marketing mastery: A marketing system can work wonders

July 13, 2018 | Comments Off on Marketing mastery: A marketing system can work wonders

July 9/16, 2018: Volume 34, Issue 2 By Jim Augustus Armstrong   (First of three parts) In a previous column I outlined the differences between dealers who are hunters and dealers who are ranchers. Most dealers are hunters, meaning they are transaction oriented. They spend their time, energy and money hunting down the next customer—bagging it, skinning it and then hunting for the next one. There are three big problems with hunting. First, it is...

Read More

Marketing mastery: Are you a hunter or a rancher?

May 18, 2018 | Comments Off on Marketing mastery: Are you a hunter or a rancher?

May 14/21, 2018: Volume 33, Issue 24 By Jim Augustus Armstrong “How many of you communicate with your past customers on a monthly basis?” I asked a group of dealers at the Digital Domination Boot Camp I was conducting during the Chicago Floor Covering Association’s annual Product Showcase. No one raised a hand, but this is not unusual. I poll most of my audiences with this question, and at most I’ll see three people out...

Read More

Marketing mastery: How to convert more door swings into sales

May 3, 2018 | Comments Off on Marketing mastery: How to convert more door swings into sales

April 16/23, 2018: Volume 33, Issue 22 By Jim Augustus Armstrong (Second of two parts) In part one of this series, I discussed how you can increase your closed sales ratio simply by maximizing your repeat and referred customers. In this installment, I’m going to discuss why having a selling system will also help you increase your closed sales. “We now have a 70% close rate,” Rob, a dealer from Utah, told me. “And our...

Read More

Marketing mastery: How to convert more door swings into sales

April 10, 2018 | Comments Off on Marketing mastery: How to convert more door swings into sales

April 2/9, 2018: Volume 33, Issue 21 By Jim Augustus Armstrong   (First of two parts) “We’ve been advertising with Angie’s List and Home Advisor, and running Google AdWords,” a dealer from Colorado said during a meeting about additional ways to market his business. I asked him what his monthly ad spend was and he said about $6,000. I followed up by asking how many walk-ins out of 10 wind up purchasing, and he said...

Read More

Marketing mastery: How changes to Facebook affect your marketing

March 27, 2018 | Comments Off on Marketing mastery: How changes to Facebook affect your marketing

March 19/26, 2018: Volume 33, Issue 20 By Jim Augustus Armstrong   Facebook recently made major changes to its newsfeed and the types of posts that will be favored moving forward. “As we roll this out you’ll see less public content like posts from businesses, brands and media,” Mark Zuckerberg, Facebook CEO, announced recently. “And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.” He...

Read More

Marketing mastery: How to fix bad reviews

February 26, 2018 | Comments Off on Marketing mastery: How to fix bad reviews

February 19/26, 2018: Volume 33, Issue 18 By Jim Augustus Armstrong   (Second of three parts) “I remember this guy,” a dealer from Minnesota told me. I had just pointed out to him that he had a negative review on Google. “He was rude to my staff and made unreasonable demands. When we told him we couldn’t give him what he wanted he left this lousy review.” Many dealers can relate to this situation. You...

Read More