Innovative Ways for the Flooring Retailer (or anyone) to Become a “Marketeer”

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Innovative Ways for the Flooring Retailer (or anyone) to Become a “Marketeer”

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The world has changed, have you?

The world has changed, have you?

You know what it’s like; you’re getting plenty of leads, but no one is following up.

At first, just a few go by, but then they start to stack up. You’re also aware that the sales staff isn’t following up on customers who have come into the store and haven’t made a purchase.

Every business needs fresh customers, but what about those who are good leads or have already been in your store?

If you’re working harder at getting new customers than keeping old ones, you’re spending a lot of money on marketing. Think about it this way; every time a customer comes back or sends a referral, the average marketing dollar spent per customer goes down. Furthermore, a good salesperson will be cultivating customers who have bought before or paying attention to “hot leads.” The competent sales associate knows these are easier to sell.

No matter how you’re gathering your leads, they’re valuable if you’re following up and closing them. If you’re not doing either, it’s like throwing money out the window.

If this sounds like your business, the best thing you can do is start capturing customers’ home addresses and email addresses. Stop entering “Cash” on your invoice where it says, “name and address.” After all, if you don’t have customers and good will, what do you have?

The National Retail Federation (NRF) recently said the only way to steer customers to your business is to help them cut down on their buying choices. One way to do this is to send them small bites of information that is both educational and fun so you ultimately become their trusted adviser. An article on “Tips for finding the right flooring retailer” can help influence a fresh lead or referral to walk into your store.

The smart dealers realize that being high tech is not something for the future—it’s here now. I recently spoke with Cary Cass, general manager of Dolphin Carpet and Tile, headquartered in Miami, Fla. With over 30 years in the business and a member of the NFA (National Flooring Alliance), Dolphin is utilizing many online tools to help the customer stay connected.

We realize that once a customer is in our store, we have an opportunity to both sell them and build a customer for life. Our interactive on-line design center makes it easy for the customer to build a profile of her likes and store her choices with us. We’re also testing software that will automatically contact our customers with timely offers and useful tips. It may sound trite, but its not up to the customer to remember us; it’s our job to be memorable. This is not something we have the time or expertise to do by ourselves.

Being consistent with customer communications is the key. “White House, Black Market” a women’s clothing store targeting consumers age 25 and older, does an excellent job of staying in touch with the customer. By receiving their emails, post cards and phone calls, I feel like we’re old friends. I feel guilty not going in to look at their new styles. I know the communications are automated, but they’re still fun, informative and useful.

follow your customersMichael Vernon, president of followyourcustomer.com, gave me this advice:

The goal of any business is to build relationships with customers. In the article, Why the Zero Moments of Truth Matter More than Ever, Google points out there are endless opportunities a business has to ‘touch’ the consumer. The key is to get her to like you because people buy from people they like. To build top-of-mind awareness, these must be sent least 12 to 18 times a year. If they dont, the customer will go to the competitor. Our system will customize your message and automatically keep in touch for you.

Customers have many choices; why not be their first one?

isbeth has been teaching businesses how to improve their customer service and the customer experience for over 20 years. To schedule a consultation or have her speak at your business, reach her at Lcalandrino@nycap.rr.com. If she’s not in her office, she can often be found mornings at the YMCA in East Greenbush.

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About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.

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