Marketing Mastery

  • 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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    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

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    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

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    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

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    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

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    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

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    Market mastery: How to double your ticket size

    September 12/19, 2016: Volume 31, Number 7 By Jim Augustus Armstrong Dealers are finding it more difficult and expensive to get new customers through advertising. Which is why if you want to maximize your success in the 21st century, it’s critical that you maximize the dollars you generate from every sale to maximize your advertising ROI. However, my informal polling of dealers who attend my live seminars and webinars has

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    Marketing mastery: How to generate high-margin referrals

    September 5, 2016; Volume 31, Number 6 By Jim Augustus Armstrong Even with dealers in some markets experiencing relatively high sales volume, now is a very challenging time to be in flooring retail. Box stores and online discounters continue to create downward price pressure, and many local retailers are attempting to compete by cutting margins and using cheap-price advertising. However, by using the right strategies, getting margins of 45% –

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    Marketing Mastery: Creating differentiation in your showroom

    August 22/29, 2016; Volume 31, Number 5 By Jim Augustus Armstrong   Every flooring prospect has an unspoken question on her mind: Why should I buy from you instead of your competitor? If you don’t effectively answer this question you could wind up losing customers. One effective way to answer this question is by creating differentiation. I recently spoke with Lindsey Waldrep, vice president of sales and marketing for Crossville

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    Marketing Mastery: Prioritizing social media marketing

    July 4/11, 2016; Volume 30, Number 27 By Jim Augustus Armstrong I was helping a flooring dealer prioritize her marketing program when she said, “I think I could be doing more with my Facebook page to generate sales; what do you suggest?” I am asked this in one form or another quite often, and the answer lies in how each individual dealer prioritizes his or her marketing. My Flooring Warranty

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    Floor Covering News

    Press Release

    USG expands tile, flooring salesforce

    Chicago—USG Corp.’s Tile and Flooring Solutions group is reorganizing and expanding its team to better support its customers and its expanding portfolio of innovative products and solutions. Steve Bjorklund was

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    Creating Your Space introduces new features

    San Rafael, Calif.—Creating Your Space is introducing a host of innovations for 2018. These introductions include programmatic advertising, YouTube advertising, a “More Like This” feature as well as an e-commerce

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    T&L Distributing partners with Tarkett

    Houston—T&L Distributing has entered a distribution partnership with Tarkett. Through this collaboration, T&L Distributing will immediately begin offering Tarkett’s resilient residential and commercial products, including Tarkett’s Johnsonite brand, to its

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