Marketing Mastery

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  • Marketing mastery: Creating profitable referral relationships

    May 8/15, 2017: Volume 31, Issue 24 By Jim Augustus Armstrong   (First of three parts) “How many realtors send you referrals?” I was on the phone with a dealer from Texas, trying to determine where his sales were coming from. He mentioned he worked with some realtors who sent referrals. His answer: “five.” “How much revenue did these five realtors generate for you last year?” “About $100,000.” “That’s an

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    Marketing Mastery: How a burned-out dealer got his life back

    April 24/May 1, 2017: Volume 31, Issue 23 By Jim Augustus Armstrong   (Third of three parts) In part one I told the story of Earl Swalm, a dealer from Canada who increased his revenue by 50% and cut his work hours in half. In part two I covered some of the strategies he used to grow his revenue. In this section I’ll discuss how he was able to cut

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    Marketing Mastery: Take control of business, get your life back

    April 10/17, 2017: Volume 31, Issue 22 By Jim Augustus Armstrong   (Second of three parts) In the first installment (FCNews, March 27/April 3) you learned how Earl Swalm, a Canadian floor dealer, took control of his business and grew it by 50% in one year, while at the same time cutting his work hours to less than 35 per week. In this part I’m going to cover the most

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    Marketing Mastery: Note to dealers—Beware of burnout

    March 27/April 3, 2017: Volume 31, Issue 21 By Jim Augustus Armstrong   (First of three parts) “I was putting in 60 or more hours per week,” Earl Swalm told me. “I have two kids and I felt like I was missing out on a lot. It was really tough, very stressful.” Many dealers can relate. In this series you’re going to learn Swalm’s story. Specifically, how he took control

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    Marketing mastery: The power of social proof

    March 13/20, 2017: Volume 31, Issue 20 By Jim Augustus Armstrong   “Wow,” I thought to myself. “If I ever need tax help I’m calling this guy.” I was in the waiting room of a local CPA, looking through a very plain, white binder filled with letters from his clients thanking him for getting them out of tax trouble. They raved about how he got their tax bills cut by

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    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

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    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

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    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

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    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

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    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

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    Floor Covering News

    Press Release

    WFCA University adds to destination training, online offering

    Dalton, Ga.–In response to a recent membership drive and member demand, World Floor Covering Association (WFCA) has expanded its University course offerings with extended online training modules and destination camps

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    Briney to retire from Innocor

    Red Bank, N.J.—Jeff Briney, senior vice president of Innocor Foam Technologies (IFT), will be retiring at the end of June 2017. As senior vice president, Briney led Innocor’s commercial division,

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    Mannington enhances Restoration collection with SpillShield

    Salem, N.J.—Mannington’s laminate flooring is adding “moisture resistant” to its list of attributes with the company’s Restoration collection, which now has enhanced performance with SpillShield technology. SpillShield is an innovative

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