Three Tips to Win Back ‘Lost’ Prospects

By Jim Augustus Armstrong

It’s common for flooring retailers to spend tens of thousands (even hundreds of thousands) of dollars per year on advertising to bring new business in the door. Nothing wrong with that except most have hidden gold in their business, and mining it is far less expensive than most advertising. Part 2 in this three-part series is dedicated to helping you get that gold so you can stop outlaying money on advertising that you may not need.

Sample Checkouts
It’s a common scenario: You allocate thousands of dollars to advertising to get people to visit your store. You spend time with them in your showroom and then go to their home to give them a quote and/or samples. Then, after all that time and money invested, they ‘ghost’ you. It’s frustrating and it stinks.

What if there’s a proven strategy to get a lot of those ‘lost’ prospects back?

Well, there is, but first let’s set the stage.

When someone visits your store, they are raising their hand and effectively saying they are interested in what you’re selling. When that prospect gets to the stage of wanting a quote and/or samples, they are waving both hands in the air and yelling, “I’m not only really interested in what you’re selling, but I’ve got my credit card in hand and I just need to decide which product I want or the dealer I’m going to buy from.”

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 to buyer from shopper. This means any time, energy and money invested into landing these prospects is a wise investment. However, few retailers have a system in place to get these valuable prospects back. Let’s look at a 30-day, multi-media boomerang campaign to make that happen.

E-mail Campaign
Create a 10 e-mail drip campaign. This equates to one e-mail every three days over the course of a month. It should contain fun, informative, relationship-building content. Some topics to cover include: why buying on ‘cheap price’ is a mistake; how to choose a floor dealer; and five questions to ask a dealer before buying. Include testimonials and a special offer if they respond by a deadline. Consider creating a series of short educational videos and e-mail 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. Add testimonials and a special offer. Try to make it unusual and fun like a ‘lotto scratcher’ letter. Staple a scratcher to the top of the first page, ensuring it ties into the letter’s message.

Follow-up Phone Calls
Every week, the salesperson should place a follow-up call. Ask the prospect if they have questions, tell them about a new product and remind them of the special offer and deadline. Follow-up calls should continue until the prospect makes a decision or for up to 30 days, whichever comes sooner.

Jim Augustus Armstrong is 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. To obtain a free copy of Jim’s groundbreaking flooring industry report, Stop Leaving Millions on the Table, visit FloorMillions.com. Jim can be reached at 530-790-6720 or [email protected].

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