How to mine the hidden gold in your business, part 2

HomeColumnHow to mine the hidden gold in your business, part 2

gold(Part 2 of a series) It’s common for dealers to spend tens-of-thousands (even hundreds-of-thousands) of dollars per year on advertising to bring new business in their door. Nothing wrong with that, except that in the 14-plus years I’ve been mentoring dealers, I’ve found that most have hidden gold in their business they aren’t mining. Mining that gold is far less expensive than most advertising, so this series is dedicated to helping you get the gold and stop wasting money on advertising you might not need.

We’ve all had this happen: You spend thousands of dollars in advertising, and you get someone to visit your store. You spend time with them in your showroom and then you go to their home and give them a quote and/or samples. Then, after all that time and money invested, they “ghost” you. It’s frustrating and it stinks.

People who reach that stage in the buying process are the most valuable prospects. They are right at the end of the customer journey—one step away from transitioning from shopper to buyer. Forget red hot, these folks are white hot. This means that any time, energy and money invested into landing these prospects is a very wise investment. However, few dealers have any kind of system in place to get these valuable prospects back. Let’s look at a 30-day, multi-media “boomerang campaign” to make that happen.


Create a 10-email drip campaign. This equates to one email every three days over the course of a month. They should contain fun, informative, relationship-building content. Some subjects to cover include:

• Why buying on “cheap price” is a mistake

• How to choose a dealer

• Five questions to ask a dealer before buying (Tip: create questions competitors will have trouble answering, but which are easy for you. For example: “Do you have a list of references?” Keep a list of testimonials handy. Most dealers won’t bother to do this.)

Include testimonials and a special offer if they respond by a deadline.

Advanced strategy: create a series of short educational videos and email prospects the links to watch them.

Direct mail

Create three direct mail pieces, one to go out every seven days. These pieces should also contain informative, relationship-building content. Also include testimonials and a special offer. I like to make these unusual and fun. For example, one letter my company provides our floor dealer members is the “Lotto Scratcher” letter. It has a scratcher stapled to the top of the first page. The scratcher ties into the message in the letter.

Follow up phone calls

Every week, the salesperson should do a follow-up call. Ask the prospect if she has questions, tell her about a new product and remind her of the special offer and the deadline. The calls continue until the prospect makes a decision or the end of the 30 days is reached.

This kind of campaign takes effort, but if you get even one out of five “lost” prospects back, it will pay for itself many times over.

Jim is the founder and president of Flooring Success Systems, a company that provides floor dealers with marketing services and coaching to help them attract quality customers, close more sales, get higher margins and work the hours they choose. For information visit

Must Read

All Surfaces takes on Toli line

Allentown, Pa.—Toli North America has chosen All Surfaces as its newest distributor partner for its innovative flooring solutions. This strategic collaboration aims to provide...

Daltile celebrates National Tile Day

Dallas—Daltile celebrates National Tile Day, February 23, by highlighting the countless attributes that make tile an outstanding component of residential and commercial design, construction...

Latest formulations aim to help products stick

While innovations such as next-gen 3D ceramic tile and hardwood flooring with advanced finishing and surface texturing applications made headlines at Surfaces 2024, the...

Mohawk adds 11 new styles to EverStrand

Calhoun, Ga.—Mohawk is adding 11 new styles to its EverStrand line and launching a brand-new marketing campaign to help retailers target style-driven and...

Coverings previews 2024 tile trends

Atlanta—Coverings, North America’s largest and premier international tile and stone exhibition and conference, has unveiled the top tile trends for 2024 in celebration...

Mills tout latest pet-proof products

The pet-friendly carpet movement is increasingly targeting the millennial customer, which statistics show has the greatest buying power of any demographic—and loves its pets...

As seen in

Dec. 20/27, 2021

Some text some message..