Marketing mastery: Customer appreciation goes a long way

December 14, 2018 | Comments Off on Marketing mastery: Customer appreciation goes a long way

December 10/17, 2018: Volume 34, Issue 14 By Jim Augustus Armstrong   To understand the importance of customer recognition, let’s take a minute and put ourselves in our customer’s shoes. Cathy Consumer is a 35-year-old mother of three, all under the age of 10. She and her husband work full time. Cathy loves her kids and is a devoted mother, but they’re a little weak in the recognition and appreciation department. Maybe they show some...

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Marketing mastery: Proceed with caution when purchasing leads

November 30, 2018 | Comments Off on Marketing mastery: Proceed with caution when purchasing leads

November 26/December 3, 2018: Volume 34, Issue 12 By Jim Augustus Armstrong   The importance of lead generation can’t be overstated in today’s age of online marketing. But beware—not all lead-generation systems are created equal. Case in point is HomeAdvisor, which is being sued by a group of eight home-improvement companies. The city of San Francisco is also taking HomeAdvisor to court for making false or misleading claims regarding background checks on contractors. Here are...

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Marketing mastery: Best ways to generate unlimited, quality leads

November 19, 2018 | Comments Off on Marketing mastery: Best ways to generate unlimited, quality leads

November 12/19, 2018: Volume 34, Issue 11  By Jim Augustus Armstrong   (Last of three parts) In my last two columns I discussed the pitfalls of buying leads from popular online referral services. I also discussed several proven alternatives to generating high-quality leads. Today I’m going to discuss how to get other businesses to send you an ongoing stream of leads for free. Every flooring dealer knows how easy it is to work with customers...

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Marketing mastery: How to generate high-quality leads online

November 2, 2018 | Comments Off on Marketing mastery: How to generate high-quality leads online

October 29/November 5, 2018: Volume 34, Issue 10 By Jim Augustus Armstrong   (Second of three parts) In my previous column I detailed the many problems dealers face when buying leads from certain lead generation companies as well as why you are better off generating your own leads. I also discussed how any time you generate leads you should begin with the ones you already have: your past customers. Assuming you’re already marketing to your...

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Marketing mastery: How to generate high-quality leads

October 22, 2018 | Comments Off on Marketing mastery: How to generate high-quality leads

October 15/22, 2018: Volume 34, Issue 9 By Jim Augustus Armstrong   (First of three parts) We all know the pitfalls of “buying” leads from popular online referral services: You have no control over the type (or quality) of leads; you have to influence over how the leads are generated; leads sold to you are often sold to your competitors; and, generally speaking, buying leads does not usually foster long-term relationships with prospects. Retailers need...

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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...

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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...

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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...

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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...

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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...

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