Marketing Mastery: Magnetically attracting big, profitable sales

September 3, 2015 | Comments Off on Marketing Mastery: Magnetically attracting big, profitable sales

August 31/September 7; Volume 30/Number 6 By Jim Augustus Armstrong (First of two parts) During my educational sessions I often ask attendees to think back to the last 10 residential remodel sales they made that were over $20,000. Then I ask, “How many of them came from repeat or referral customers vs. advertising?” For virtually everyone in the group, the answer is 80% to 100% came either from a previous customer or a referral. This...

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Marketing Mastery: Marketing multipliers

August 26, 2015 | Comments Off on Marketing Mastery: Marketing multipliers

Aug. 17/24; Volume 30/Number 5 By Jim Augustus Armstrong (Second of two parts) In this installment I will continue with the topic of marketing multipliers, which are practical, hands-on strategies to assist dealers in gaining more leads and referrals from past customers. These strategies can be used by businesses to immediately generate more profit and build on the marketing multipliers discussed in Part 1 of this series (FCNews, Aug. 3/10). House party Any customer whose sale...

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Marketing Mastery: Marketing multipliers

August 13, 2015 | Comments Off on Marketing Mastery: Marketing multipliers

Aug. 3/10; Volume 30/Number 4 By Jim Augustus Armstrong (First of two parts) My goal for this column is to provide practical, hands-on strategies that you can immediately plug into your flooring business to generate money. In this series, let’s take a look at how a number of these strategies can be assembled to form a marketing blueprint. These strategies work together to create a marketing multiplier effect, giving you an enormous advantage over the big...

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Marketing Mastery: How to boost responses with digital marketing

July 10, 2015 | Comments Off on Marketing Mastery: How to boost responses with digital marketing

July 6/13; Volume 30/Number 2 By Jim Augustus Armstrong (First of two parts) In my two previous articles, I discussed the implications of consumer shopping habits for flooring dealers and strategies to capitalize on the biggest source of revenue: repeat and referral customers. Out of 65,000 consumers surveyed, 50.6% were prompted to buy by referrals from past customers. Let’s assume you have your repeat and referral marketing strategies in place and they are producing for you....

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Marketing Mastery: Managing your marketing strategies

June 12, 2015 | Comments Off on Marketing Mastery: Managing your marketing strategies

June 8/15, 2015; Volume 30/Number 1 By Jim Augustus Armstrong (Second of two parts) In part one of this column I shared statistics gathered by polling 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. Every consumer was asked, “What prompted you to buy this time?” Here is a recap of the top five answers: A referral from one of your past...

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Marketing Mastery: Premium prices in a discounted world

May 29, 2015 | Comments Off on Marketing Mastery: Premium prices in a discounted world

April 13/20, 2015; Volume 29/Number 1 By Jim Augustus Armstrong (First of two parts) “I have to keep my margins down because of my competitors.” “I live in an area where people expect a big discount.” I’ve heard these comments dozens of times from dealers in every market: big cities, small towns, urban, suburban, farm communities, high-tech communities, out in the boondocks and everywhere in between. The common theme is usually, “Yeah, maybe dealers in...

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Marketing Mastery: Premium prices in a discounted world

May 29, 2015 | Comments Off on Marketing Mastery: Premium prices in a discounted world

April 27/May 4, 2015; Volume 29/Number 2 By Jim Augustus Armstrong (Second of two parts) Flooring is a commodity. Marketing expert Dan Kennedy said if you’re in a commodity business, get out. He didn’t mean leave the industry; he meant reinvent and recategorize your business to create differentiation within the industry. Sell differently, answer the phones differently or deliver your goods and services differently. There is so much sameness among flooring retailers—similar showrooms, products, ads,...

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Marketing Mastery: Five steps to empower your sales team

May 29, 2015 | Comments Off on Marketing Mastery: Five steps to empower your sales team

May 11/18, 2015; Volume 29/Number 3 By Jim Augustus Armstrong “I’ve told my sales team they need to increase their closed sales, but nothing improves.” This was the sentiment expressed to me by a frustrated flooring dealer. Actually, I’ve heard this complaint in various forms from many dealers. The problem occurs because retailers inform their salespeople of the end result they want but fail to provide practical tools and training to achieve that result. By...

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Marketing Mastery: Managing your marketing strategies

May 29, 2015 | Comments Off on Marketing Mastery: Managing your marketing strategies

May 25/June 1, 2015; Volume 29/Number 4 By Jim Augustus Armstrong (First of two parts) John Mapes, founder and president of My Flooring Warranty, a retailer referral program, recently told me that his company polled 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers who participate in the My Flooring Warranty program. He brought one question in particular to my attention, knowing that I would find the results...

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Marketing Mastery: The cheap-price, dead-end mission

April 7, 2015 | Comments Off on Marketing Mastery: The cheap-price, dead-end mission

March 30/April 6, 2015; Volume 28/Number 20 By Jim Augustus Armstrong I’ve preached numerous times in this column that for most dealers, competing on price is a suicide mission. If you thought I was overstating my case, the recent Lumber Liquidators debacle should forever erase that idea from your mind. Positioning yourself in the market as the dealer with the cheapest prices is, at best, a fragile and temporary advantage. All it takes is someone...

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