Marketing Mastery: Inspiring 5-star reviews

March 6, 2017 | Comments Off on Marketing Mastery: Inspiring 5-star reviews

February 27/March 6, 2017: Volume 31, Issue 19 By Jim Augustus Armstrong   (Second of two parts) In my previous column (FCNews, Feb. 13/20) I discussed why online reviews are so critical to a retailer’s success. I also listed several highly effective, proven strategies for creating a fantastic experience for your clients. In this column I share some best practices for requesting reviews. Let’s assume you’re providing phenomenal service for your clients. They love you....

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Marketing Mastery: How to inspire 5-star reviews

February 20, 2017 | Comments Off on Marketing Mastery: How to inspire 5-star reviews

February 13/20, 2017: Volume 31, Number 18 By Jim Augustus Armstrong   (First of two parts) Positive online reviews are important for creating differentiation, building trust and turning online shoppers into in-store buyers. The importance of reviews continues to grow. Consider these statistics: 92% of consumers now read online reviews vs. 88% in 2014. 94% would use a business with a 4-star rating. 88% trust reviews as much as personal recommendations vs. 83% in 2014....

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Marketing Mastery: Managing your online review strategy

February 3, 2017 | Comments Off on Marketing Mastery: Managing your online review strategy

January 30/February 6, 2017: Volume 31, Number 17 By Jim Augustus Armstrong I was planning a recent business trip and, like I always do, checked the reviews of the hotels where I was considering staying. It was second nature, as much a part of making my decision as checking a hotel’s availability, pricing, amenities, etc. I do this for virtually any new service or product I’m considering to buy. I bet you do, too. And...

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Marketing Mastery: Five deadly website mistakes to avoid

January 16, 2017 | Comments Off on Marketing Mastery: Five deadly website mistakes to avoid

January 16/23, 2017: Volume 31, Number 16 By Jim Augustus Armstrong “What do you think of my website,” a dealer named Bob recently asked me. I pulled up his site and saw some common mistakes that were costing him thousands of dollars. Following are the biggest mistakes and how they can be corrected. Failure to differentiate. Bob’s site had the name of his business at the top, menu options of products and contact information. I...

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Marketing Mastery: Maximize your sales team’s success

January 13, 2017 | Comments Off on Marketing Mastery: Maximize your sales team’s success

January 2/9, 2017: Volume 31, Number 15 By Jim Augustus Armstrong “I’m trying to implement improvements to my selling system,” a dealer I was coaching told me. “But I’m getting resistance from some members of my sales team. How can I get them on board?” Many dealers can relate to this question. I get it most often when I’m helping them implement a more effective selling system. If you want to maximize your sales team’s...

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Marketing Mastery: How to make 2017 a huge success

December 23, 2016 | Comments Off on Marketing Mastery: How to make 2017 a huge success

December 19/26, 2016: Volume 31, Issue 14 By Jim Augustus Armstrong (Second of two parts)   I teach dealers a three-step system for achieving any goal in their business or personal lives. In Part I of this series I covered the first step, which is to clearly define your “big rocks,” the important goals you have for your business. I also gave readers an assignment to write down two or three big rocks they’d like...

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Marketing Mastery: Proven tips to ensuring success in the coming year

December 16, 2016 | Comments Off on Marketing Mastery: Proven tips to ensuring success in the coming year

(First of two parts.) December 5/12, 2016; Volume 31, Number 13 By Jim Augustus Armstrong “I’ve cut my weekly work hours in half and increased my revenue by 27%,” Earl Swalm, a dealer from Saskatchewan, told me recently. I was hosting a mastermind meeting consisting of a small group of flooring dealers, including Swalm. Prior to the meeting, he had set a goal to dramatically cut his work schedule and grow his business, and he...

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Marketing mastery: Winning in today’s competitive arena

November 28, 2016 | Comments Off on Marketing mastery: Winning in today’s competitive arena

November 21/28, 2016: Volume 31, Number 12 By Jim Augustus Armstrong Box stores, national chains and online sellers have deep pockets, which enable them to outspend small retailers in the advertising game. They also have strong purchasing power, which gives them advantageous pricing when buying wholesale. To the small, independent dealer these advantages can seem insurmountable. The good news is local retailers have unique advantages, which if leveraged properly can give them a leg up...

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Marketing mastery: Strategies to increase your close ratio

October 31, 2016 | Comments Off on Marketing mastery: Strategies to increase your close ratio

October 24/31, 2016: Volume 31, Number 10 By Jim Augustus Armstrong  (Second of two parts) “If 10 people walk into your store, how many wind up buying?” is a question I often ask dealers. The national average is about three in 10, so this gives me a benchmark. I know dealers who close seven or eight out of 10, more than double the national average. How is this possible? One thing these dealers have in...

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Marketing mastery: Strategies to increase your close-rate ratio

October 17, 2016 | Comments Off on Marketing mastery: Strategies to increase your close-rate ratio

October 10/17, 2016: Volume 31, Number 9 By Jim Augustus Armstrong (First of two parts) “Whenever I hear dealers claim closed sale ratios of 70% or 80% I don’t believe them because the national average is only around 35%.” I was on the phone with a floor dealer who needed help closing more sales. He made this statement after I told him about dealers who are getting very high closed sale ratios. “You don’t need...

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