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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Marketing mastery: Using technology to make life easier

March 11, 2019 | Comments Off on Marketing mastery: Using technology to make life easier

March 4/11, 2019: Volume 34, Issue 20 By Jim Augustus Armstrong   When I first meet my clients, it’s not uncommon for them to tell me they’ve been putting in 50-70 hours per week. I’ve even encountered a few tortured souls whose average weekly hours on the job were north of 90. As a flooring dealer you work very hard. You provide employment. You help people make their homes beautiful and inviting. You also shoulder...

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Marketing mastery: Promote the things that make you special

February 22, 2019 | Comments Off on Marketing mastery: Promote the things that make you special

February 18/25, 2019: Volume 34, Issue 19 By Jim Augustus Armstrong   A dealer recently told me his close ratio is only 15%. “Our sales team is wasting time with people who wind up not buying,” he stated. I told him it sounded like he was not answering the prospects’ unspoken question. When I bring up the unspoken question, most dealers have no idea what I’m talking about. You see, every prospect who goes online...

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Marketing mastery: How to take back control of your life

February 7, 2019 | Comments Off on Marketing mastery: How to take back control of your life

January 21/28, 2019: Volume 34, Issue 17 By Jim Augustus Armstrong (Second of two parts)   In part I of this series (FCNews, Jan. 7/14), I outlined why dealers deserve to have an awesome life in flooring. I also provided examples of dealers just like you who have done it. Unfortunately, many dealers don’t achieve the life they want, and I’ve found the reason why is they don’t have the two-part success formula in place....

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Marketing mastery: Make 2019 your best year ever in flooring

January 14, 2019 | Comments Off on Marketing mastery: Make 2019 your best year ever in flooring

January 7/14, 2019: Volume 34, Issue 16 By Jim Augustus Armstrong   (First of two parts.) I’ve spoken with many dealers who are unsatisfied or frustrated with some aspect of their business. They say things like: “Jim, I love flooring, but my business isn’t growing the way I want it to; I’m not making enough money; I’m losing customers to the competition; I can’t find good salespeople or installers; I’m working 60 hours or more...

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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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