Marketing Mastery: How to create a customer stampede with direct mail

September 25, 2013 | Comments Off on Marketing Mastery: How to create a customer stampede with direct mail

Sept 16/23 2013; Volume 27/number 11 By Jim Armstrong (First of two parts) FLOOR DEALER: We’ve tried direct mail, but we quit using it. JIM:  What kind of results did you get? FLOOR DEALER: Lousy. I was on a coaching call with Tim, a dealer who had recently joined my Inner Circle Club, and I asked him what kind of results he was getting from a direct mail campaign I provided. “We just did over...

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Marketing Mastery: The foolproof sales system

September 10, 2013 | Comments Off on Marketing Mastery: The foolproof sales system

September 2/9 2013; Volume 27/number 10 By Jim Armstrong (Second of two parts) Jim:  Here’s a system that will enable your sales team to close 50% more sales with zero marketing costs. I recommend weekly sales trainings to get your team up to speed. Floor dealer: I don’t have time to do weekly sales meetings. Jim:  I’m curious. What’s taking up all your time that’s more important than increasing sales? (more…)

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Marketing mastery: The fool-proof sales system

August 29, 2013 | Comments Off on Marketing mastery: The fool-proof sales system

August 19/26 2013; Volume 27/number 9 By Jim Armstrong (First of two parts) If you don’t have a system for selling, you’ll be at the mercy of your customers’ systems for buying. (more…)

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Marketing matters: Creating a zero-resistance selling environment

August 7, 2013 | Comments Off on Marketing matters: Creating a zero-resistance selling environment

July 22/29; Volume27/Number 7 By Jim Armstrong Part 1 FLOOR DEALER: We carry a large selection of well known, high-quality products and we provide great customer service. JIM: So what’s the problem? FLOOR DEALER: The only thing our customers care about is cheap prices. (more…)

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Compelling marketing

June 17, 2013 | Comments Off on Compelling marketing

Volume 26/number 28 June 10/17, 2013 by Jim Armstrong Steve was standing in his Arizona flooring store when a man walked in holding a letter. “My neighbor said I should come and see you,” the man said, handing the letter to Steve.  Steve recognized it as one of the direct mail pieces he sent out the week before. “You sent this to my neighbor, and when he found out I was planning to have tile...

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Cardinal sin of marketing

June 3, 2013 | Comments Off on Cardinal sin of marketing

 by Jim Armstrong Recently I was having a terrible time falling asleep, and after a week of insomnia I went to my doctor to get help. “Doctor, I’ve tried sleeping pills, reading, watching the Weather Channel, counting rolls of carpet—nothing works,” I told him, desperation in my voice. “I’ve barely slept in seven days. Can you help me?” He stroked his chin and gazed out the window, as if struggling to make a decision. Finally...

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Guest column: Turbo charge your website’s effectiveness

May 20, 2013 | Comments Off on Guest column: Turbo charge your website’s effectiveness

By Jim Armstrong Volume 26/Number 26; May 13/20, 2013 (Second of two parts) In the last issue of FCNews, I revealed a lead-capture strategy which compels your website visitors to leave their contact information. This is important because you can have hundreds of visitors to your site each month, but without a lead-capture strategy the vast majority will leave and you’ll never hear from them again. After spending thousands of dollars on a website, pay-per-click and...

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Guest column: Turbo charge your website’s effectiveness

May 7, 2013 | Comments Off on Guest column: Turbo charge your website’s effectiveness

Volume 26/Number 25; April 29/May 6, 2013  By Jim Armstrong (First of two parts) During one of my coaching webinars for floor covering dealers, I was discussing strategies to increase the effectiveness of their websites. To hammer home what not to do, I Googled “Flooring Los Angeles” and opened the top three sites in the organic search. I showed how each site used the same formula: Business name at the top, tabs listing products it sells...

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Why advertising fails

April 10, 2013 | Comments Off on Why advertising fails

by Jim Armstrong (Third of three parts) In the first two installments of this series, I listed the three reasons most advertising fails floor dealers and then discussed the first two. There is a lot of misunderstanding among floor dealers about advertising, and retailers are unaware of alternatives, to brand building types of marketing. The final reason why most dealers’ advertising fails comes as a result of the first two. Put simply, because of the...

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Guest column: Why advertising fails

March 26, 2013 | Comments Off on Guest column: Why advertising fails

Volume 26/Number 22; March 18/25, 2013 (Second of three parts) In the previous installment, I listed the three reasons most advertising fails flooring dealers—misunderstandings among retailers regarding advertising, unawareness of alternatives to “brand building” types of advertising and dealers duplicating each other—and then discussed the first one in detail. In this column, I’ll explain the second reason for failed advertising and note other, effective methods. (more…)

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