Marketing mastery: Attracting installers in a tight labor market

September 20, 2019 | Comments Off on Marketing mastery: Attracting installers in a tight labor market

September 16/23, 2019: Volume 35, Issue 7 By Jim Augustus Armstrong   (First of two parts) On Aug. 23, I attended the Flooring Installation Taskforce meeting held at the CFI convention in San Antonio. This meeting was hosted by the Floor Covering Leadership Council to help further the mission of solving the installer shortage. Robert Varden, vice president of CFI, did a fantastic job presenting the challenges and providing real, actionable solutions to recruit a...

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Marketing mastery: The low-hanging fruit is where you find gold

September 6, 2019 | Comments Off on Marketing mastery: The low-hanging fruit is where you find gold

September 2/9, 2019: Volume 35, Issue 6 By Jim Augustus Armstrong   (Second of two parts.) In my books, articles, webinars and seminars, I often feature case studies of dealers who have close ratios of 60%-80% (the national average is only 30%-35%), command margins of 50% or more and stay booked out for weeks or months at a time. Occasionally, someone will say these results are impossible. I don’t blame dealers who feel this way...

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Marketing mastery: Are you ignoring the low-hanging fruit?

August 26, 2019 | Comments Off on Marketing mastery: Are you ignoring the low-hanging fruit?

August 19/26, 2019: Volume 35, Issue 5 By Jim Augustus Armstrong   (Editor’s note: This is the first of two parts.) A friend of mine needed flooring for his home, but he didn’t know any flooring dealers. So, he went online and Googled flooring stores in his area. He looked at the web- sites and read the reviews of the dealers appearing in the top three search results. All the websites and reviews looked similar,...

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Marketing mastery: 15 sure-fire strategies to win customers

August 8, 2019 | Comments Off on Marketing mastery: 15 sure-fire strategies to win customers

August 5/12, 2019: Volume 35, Issue 4 By Jim Augustus Armstrong   There was once a chiropractor who built up a million-dollar-per-year practice. He sold his business and quickly built another million-dollar practice. Then he did it a third time. Obviously, this man had a system for building successful chiropractic operations. So, he began to host seminars teaching other chiropractors how to grow their businesses. After almost every seminar someone would approach him and ask,...

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Marketing mastery: Differentiate yourself by being unconventional

July 12, 2019 | Comments Off on Marketing mastery: Differentiate yourself by being unconventional

July 8/15, 2019: Volume 35, Issue 2 By Jim Augustus Armstrong   Earl Nightingale, the late author, speaker and radio host, wrote: “Watch what everyone else does. Then do the opposite. The majority is always wrong.” Most of the sales, marketing and differentiation strategies I teach flooring dealers break convention. I do this because unconventional strategies offer the biggest return on investment for dealers who have the courage to implement them. Some of these benefits...

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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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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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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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Marketing mastery: How to ‘wow’ your walk-in customers

May 6, 2019 | Comments Off on Marketing mastery: How to ‘wow’ your walk-in customers

April 29/May 6, 2019: Volume 34, Issue 24 By Jim Augustus Armstrong   (First of two parts) “The No. 1 reason customers don’t buy is lack of ‘wow.’ We’re not losing customers to competitors, we’re losing them to other industries.” That’s according to Terry Wheat, founder of RFMS, in a recent presentation on selling. I tend to agree with his assessment. When a customer walks out without buying and disappears into the ether, most dealers...

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Marketing mastery: How to prioritize your marketing

April 8, 2019 | Comments Off on Marketing mastery: How to prioritize your marketing

April 1/8, 2019: Volume 34, Issue 22 By Jim Augustus Armstrong   During a coaching call, a dealer from Arizona told me he wanted to market his business. The only issue was he didn’t know where to start. “What are you currently doing?” I asked. “Besides our website, we post pretty regularly on social media, we buy leads from Home Advisor and we spend about $15,000 a year on radio,” he replied. I asked how many...

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