Al’s column: What’s in your firm’s DNA?

November 2, 2018 | Comments Off on Al’s column: What’s in your firm’s DNA?

October 29/November 5, 2018: Volume 34, Issue 10 By Scott Perron   Soon to be 53, I find myself in the third season of my “business career.” In the first 15 years I was an independent retailer, followed by four years on the corporate side of the industry. In this latest round we have two business models: one focusing on supplying professional customers, while the other works on the shop-at-home/business space. During these last 20-plus...

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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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Lisbiz strategies: Finding new customers in unlikely places

October 22, 2018 | Comments Off on Lisbiz strategies: Finding new customers in unlikely places

October 15/22, 2018: Volume 34, Issue 9 By Lisbeth Calandrino   I have a therapist friend whose favorite expression is, “You can’t get chocolate milk in a turnip field.” It may sound silly, but if you’re looking for something specific, you had better know where to find it. Looking for new business should be on the top of everyone’s list, but I realize it takes some time and effort. Like many retail owners, I’m time-starved...

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Guest column: A comprehensive guide to managing your leads

October 22, 2018 | Comments Off on Guest column: A comprehensive guide to managing your leads

October 15/22, 2018: Volume 34, Issue 9 By Jason Goldberg   What is more important to your business—lead generation or lead management? The answer: They are both equally important and, when used correctly, they build upon each other. A lead is typically coming to you one of three ways (what I call the lead source): digitally—most commonly through your website forms; walking right into your store; and calling your store. What caused this lead to...

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Lessons learned: It’s hard to retrieve missed opportunities

October 22, 2018 | Comments Off on Lessons learned: It’s hard to retrieve missed opportunities

October 15/22, 2018: Volume 34, Issue 9 By Tom Jennings   Recently while having lunch at a nice restaurant, I observed an example that everyone in management should have witnessed. At an adjoining table, a service technician for a local automobile dealership was seated with the firm’s general manager. The manager proudly told the server that his companion had won a contest for having received the highest ratings during the previous quarter for customer satisfaction....

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Al’s column: Are you due for a brand makeover?

October 22, 2018 | Comments Off on Al’s column: Are you due for a brand makeover?

October 15/22, 2018: Volume 34, Issue 9 By Lisbeth Calandrino   Remember when it was good enough to call yourself a carpet store? Over the past 10 years, the smart “carpet stores” finally changed their names to include other flooring types. Many went kicking and screaming, afraid they would lose their old customers only to find out their “loyal customers” were cheating on them. At no time did they consider how much business they were...

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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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Installments: Tackling the issue of moisture mitigation

September 24, 2018 | Comments Off on Installments: Tackling the issue of moisture mitigation

September 17/24, 2018: Volume 34, Issue 7 By Marlene Morin It’s a given that a high content of moisture in a concrete slab will damage a floor. But where does the moisture come from? How can it be tested and measured? More importantly, how do you solve a moisture issue? Following are a few answers to these critical questions. Where does moisture come from? Concrete is made of five elements: cement, sand, aggregate, air and...

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Lessons learned: Installation—The more things change…

September 24, 2018 | Comments Off on Lessons learned: Installation—The more things change…

September 17/24, 2018: Volume 34, Issue 7 By Tom Jennings In the early 1990s, my firm was among several dealers asked to monitor all installation-related interactions with customers. We not only tracked installations, but all correspondence that we had with customers, which may have led to disappointment with the service experience they received. There were single and multiple store operations included. This group represented dealers with both employee and contract installers. These surveys were gathered...

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