It’s no secret that as of late, the economy has been a wild card for flooring stores. Some are seeing growth, while others are reporting lower traffic than normal. No matter what situation your flooring business is in, it’s always a good idea to make sure you’re implementing the right strategies to keep your pipeline as full as possible. Although you can’t control what’s happening in the economy, you still can control what you’re doing as a business to make the sales process as smooth and streamlined as possible (and that can go a long way).
Below are a number of strategies and tips you can try to increase flooring sales:
- Enhancing the Customer Experience
- Improving Product Offerings & Inventory Management
- Taking Advantage of Customer Reviews & Testimonials
- Get Your Sales Team on the Same Page
- Utilize Data-Driven Insights
- Leveraging Your Digital Marketing & Online Presence
Enhancing the Customer Experience
There are countless ways to connect with potential customers, but there's always something your company can do to make those interactions more impactful and memorable.
If you want to increase flooring sales, it’s a good idea to take a step back and evaluate what your business can do to make your sales process not just a good experience, but the best one out there.
Ideas to consider:
- Don’t fall into the trap of talking at people instead of with people. This may seem overly simplistic, but if you ask anyone, this is the MOST important thing you can do to close a sale. Josh Burt, Manager of Ogden's Flooring and Design in Draper, Utah, advises: “Listening and making sure you follow up with customers are two of the most important aspects of selling flooring.”
- Ensure your customers see you as a consultant who has their best interests at heart (not a salesperson who wants a paycheck). Customers are smarter than you think and can pick up on your motives pretty quickly. Colten Gines, Director of Sales at QPro Software, gives this advice: “Take a consultative role in helping [customers] make good decisions and execute on those decisions. Timeline, budget and criteria all contribute to the decision-making process. Being proactive as a partner when establishing that process will build trust, and ultimately success towards closing new partnerships and keeping existing partnerships.”
- Personalize your customer’s experience. The best flooring stores out there ensure that every phone call, email, and conversation feels personalized and important...in AND out of the showroom. Do you take notes of each customer’s likes, dislikes, dreams, worries, family members, occupations, hobbies, pets, travels, anniversaries, birthdays, etc.? Are you utilizing a CRM so you can better track those details? Is there something you can do to let your customers know that you know them (sending them a Christmas card, engaging with them on social media, sending them an email or text when a product they liked is on sale, checking in to see how the house remodel is going, etc.
- Help your customers picture themselves having YOUR flooring in THEIR home. Speaking of room visualizers, it’s a good idea to have them in your showroom and on your website so customers can easily see your products in their homes. Help your customers paint a picture of what their home could look like. The better you paint this picture, the easier it will be to close on a deal.
- Help your customers feel like they’re getting a good deal. Educating customers on your products and services’ value, and offering discounts, promotions, or financing options can really drive a purchase home.