Marketing mastery: Thirteen deadly marketing mistakes

November 3, 2014 | Comments Off on Marketing mastery: Thirteen deadly marketing mistakes

October 27/November 3, 2014; Volume 28/Number 10 By Jim Augustus Armstrong (First of four parts) In 2007, FCNews published my four-part series called “Thirteen deadly marketing mistakes.” Now that the market is heating up, this topic takes on new relevance. Dealers are increasing their spending on marketing in order to grab ever-increasing market share, so we’ve decided to rerun this series to help readers maximize their marketing dollars. Mistake No. 1: Failing to promote your...

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Marketing mastery: Your biggest marketing questions answered

October 31, 2014 | Comments Off on Marketing mastery: Your biggest marketing questions answered

October 13/20, 2014; Volume 28/Number 9 By Jim Augustus Armstrong “We need a systematic plan for attacking our marketing,” Matt M., a floor covering dealer from Arizona, recently told me. Steve N., a dealer from California, added, “Foot traffic is bad. We just want at least seven customers a day. We get two to three customers and it becomes difficult to stay motivated.” Both of these challenges were posed during a recent Marketing Mastery webinar—hosted...

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Marketing mastery: Commanding margins of 40% to 50% or more

September 11, 2014 | Comments Off on Marketing mastery: Commanding margins of 40% to 50% or more

Volume 28/Number 6; September 1/8, 2014 By Jim Augustus Armstrong (Bonus seventh part) In the previous installment we covered the importance of having a sales closer system, and the four critical jobs this kind of system will do for you. In summary, a good sales closer system will give you total control of the sales process, quickly weed out price shoppers, create total differentiation from your competitors and cause prospects to switch from shopper to...

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Marketing mastery: ideal business, ideal lifestyle

August 14, 2014 | Comments Off on Marketing mastery: ideal business, ideal lifestyle

January 20/27, 2014; Volume 27/Number 19 By Jim Armstrong (Third of three parts) About two-thirds of my coaching for flooring retailers focuses on marketing and making more money. The other third focuses on helping dealers engineer their businesses so they can have the time and freedom to enjoy the fruits of their labor. After all, what’s the point of investing the enormous amount of time, energy and money required to build a flooring dealership if...

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Marketing Mastery: Commanding margins of 40% to 50% or more

August 13, 2014 | Comments Off on Marketing Mastery: Commanding margins of 40% to 50% or more

August 4/11, 2014; Volume 28/Number 4 By Jim Augustus Armstrong (Bonus fifth part) The second 40% to 50% margin strategy is having a referral marketing system in place to create a predictable, continuous stream of referred customers. The first step in any referral marketing strategy is making sure customers will actually want to tell people about you and refer you; in other words, you must create a “culture of referrals.”   This is accomplished by providing...

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Marketing Mastery: Commanding margins of 40% to 50% or more

July 30, 2014 | Comments Off on Marketing Mastery: Commanding margins of 40% to 50% or more

Volume 28/Number 3; July 21/28, 2014 (Bonus fourth part) By Jim Augustus Armstrong “I did an extra $90,463 last month,” David, a dealer from Texas, told me. He said the results came from a referral marketing strategy he recently implemented. Several facts make David’s story interesting. First, he spent less than $100 to generate this revenue; second, this was David’s first month using this strategy; third, it happened during a very slow market in his...

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Marketing mastery: Ideal business, ideal lifestyle

July 23, 2014 | Comments Off on Marketing mastery: Ideal business, ideal lifestyle

January 6/13, 2014; Volume 27/Number 18 By Jim Armstrong (Second of three parts) In the first installment on this subject (FCNews, Dec. 23/30), I made the case that the main purpose of your flooring business is not to provide jobs, sell stuff, help customers or even to make money. The main purpose is to fund and facilitate your ideal lifestyle. Yes, you should be doing those other things that are not your ultimate goal, but...

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Marketing mastery: Commanding margins of 40% to 50% or more

July 10, 2014 | Comments Off on Marketing mastery: Commanding margins of 40% to 50% or more

June 9/16, 2014; Volume 27/Number 29 By Jim Augustus Armstrong (Second of three parts) “Our margins start at 45%,” Craig, a flooring dealer from Florida, recently told me. “And our sales volume is up 60% over last year.” Craig’s story is not uncommon. Dealers all over the U.S. and Canada are commanding margins of 40% to 50% (and above) on everything they sell. This is in spite of the presence of box stores, cheap-price local...

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Marketing Mastery: Commanding margins of 40%-50%—or more

June 17, 2014 | Comments Off on Marketing Mastery: Commanding margins of 40%-50%—or more

May 26/June 2, 2014; Volume 27/Number 28 By Jim Augustus Armstrong (First of three parts) During several of FCNews’ Marketing Mastery webinars I host with Dustin Aaronson, I have asked attendees if customers are more price sensitive than 10 years ago. The overwhelming response is always a resounding “Yes!” Most dealers have felt a big increase in downward price pressure since 2008. Here are some typical price-pressure dramas dealers face every day. How many sound...

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Marketing Mastery: Lessons learned from a chop shop for men

June 17, 2014 | Comments Off on Marketing Mastery: Lessons learned from a chop shop for men

May 12/19, 2014; Volume 27/Number 27 By Jim Augustus Armstrong “I’ll take the MVP cut,” I said to the girl behind the counter. It was my first visit to Sport Clips for a haircut. I’d heard good things about their service—that they were different than your typical walk-in hair salon—so the marketer in me was curious to see what they were all about. There are legions of Supercuts, Great Clips and other low-price chop shops...

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