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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Marketing Mastery: Retailer marketing questions answered

March 24, 2015 | Comments Off on Marketing Mastery: Retailer marketing questions answered

March 16/23, 2015; Volume 28/Number 19 By Jim Augustus Armstrong (Second of two parts) In this series, I answer questions that were asked during the two sales and marketing training sessions I presented for dealers at Surfaces in Las Vegas. What should we say when someone asks the price of a product right at the beginning of the sales process? You don’t want to get into a price discussion until after the prospect has seen...

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Marketing Mastery: Floor Dealer Marketing Questions Answered

March 9, 2015 | Comments Off on Marketing Mastery: Floor Dealer Marketing Questions Answered

March 2/9, 2015; Volume 28/Number 18 By Jim Augustus Armstrong (First of two parts) I had the privilege of presenting two sales and marketing training sessions at Surfaces in Las Vegas to more than 300 floor covering dealers. The sessions were fun and dynamic, with a very enthusiastic group who asked a lot of great questions, some of which I thought would be instructive to highlight here. How often should we market to past customers?...

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Marketing mastery: The 5/45 dealer

March 6, 2015 | Comments Off on Marketing mastery: The 5/45 dealer

February 16/23, 2015; Volume 28/Number 17 By Jim Augustus Armstrong (Second of two parts) I presented two seminars at Surfaces in January and I asked both audiences if they were marketing to their past clients on a monthly basis. Out of 300 attendees, only about 10 dealers answered yes. Besides helping you make a ton of money, marketing to your past customers will create huge differentiation from your competitors. I suggest dealers use a printed,...

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Marketing mastery: The 5/45 dealer

February 9, 2015 | Comments Off on Marketing mastery: The 5/45 dealer

February 2/9, 2015; Volume 28/Number 16 By Jim Augustus Armstrong (First of two parts) My next two-part series is about the mindset and strategies used by dealers who build $5 million businesses. To successfully command premium prices (gross margins of 45% to 50% or more) in today’s environment and build a profitable business, two critical components must be in place. The first is having a premium price mindset; the second is having sales and marketing...

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Marketing mastery: Home Depot is gunning for you

January 19, 2015 | Comments Off on Marketing mastery: Home Depot is gunning for you

January 19/26, 2015; Volume 28/Number 15 By Jim Augustus Armstrong (Second of two parts) It’s no secret that box stores, online dealers and other discounters are trying to steal your customers. Most dealers would like to put Home Depot in its crosshairs for a change. But to do that you need to implement strategies that create differentiation, positioning yourself and your sales team as trusted advisors and creating a zero-resistance selling environment. There are practical...

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Marketing mastery: Home Depot is gunning for you

January 16, 2015 | Comments Off on Marketing mastery: Home Depot is gunning for you

January 5/12, 2015; Volume 28/Number 14 By Jim Augustus Armstrong (First of two parts) During a recent Marketing Mastery webinar I asked attendees, “Have you ever lost customers because you couldn’t match Home Depot’s $39 installation?” More than half said they had. Well, Home Depot has upped the ante; if you’ve lost customers because you don’t know how to counter the $39 installation lie, get ready to lose even more now that Home Depot is...

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Marketing mastery: Thirteen deadly marketing mistakes

January 16, 2015 | Comments Off on Marketing mastery: Thirteen deadly marketing mistakes

December 22/29, 2014; Volume 28/Number 13 By Jim Augustus Armstrong (Fourth of four parts) This is the final installment in a series FCNews published back in 2007. This week we conclude with mistakes 10-13. Mistake No. 10: Failing to position yourself as a trusted advisor. I want you to get a picture in your mind of a family doctor and next to him a used car salesman. Are you seeing those two people in your...

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Marketing mastery: Thirteen deadly marketing mistakes

December 10, 2014 | Comments Off on Marketing mastery: Thirteen deadly marketing mistakes

December 8/15, 2014; Volume 28/Number 12 By Jim Augustus Armstrong (Third of four parts) This is the third installment in a series FCNews published back in 2007. Here we continue with mistakes 6-9. Mistake No. 6: Failure to have a system to generate referrals. In my opinion, this is the second biggest marketing mistake. (The first is not marketing to your past customers, as noted in my previous column.) Let’s say that you have a...

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Marketing mastery: Thirteen deadly marketing mistakes

November 18, 2014 | Comments Off on Marketing mastery: Thirteen deadly marketing mistakes

November 10/17, 2014; Volume 28/Number 11 By Jim Augustus Armstrong (Second of four parts) This is the second installment in a series FCNews published back in 2007. Here we continue with mistakes 3-5. Mistake No. 3: Being dishonest, unethical or misleading. If you care enough about your business to be reading FCNews you’re probably not a bait-n-switch type of dealer. So this is more of an encouragement for you to keep fighting the good fight...

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