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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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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