I have been thinking a great deal about my retail business.
It’s really not just about selling flooring products.
Every customer who walks through the door has a different need with a unique story — I have heard many of them, but certainly not all of them.
I have really tried to pay attention to how the customers are finding me and why they chose my store over my competition which is a big box store, a very large online retailer with a warehouse and another independent retailer like myself.
Word of mouth
I recently bid on a job against two of my competitors and was awarded the bid, even though I was the higher bid.
I asked the group how they came to that decision. They said, “Because you came to measure right away, presented several flooring options, listened to what we wanted and our concerns. You also followed up and presented a bid that was detailed and professional, rather than a one liner in an email.” But when it came time to vote, the hands down reason was — “We’ve heard really good things about you!”
A good website
We are new to this geographic area, so having presence on the web was one of the first “nets” we put in place. We knew that customers look online for inspirational ideas first, and then shop online for product. Lastly, they “check us out.”
It’s not always about the lowest price. All things being equal, if they like you, they will probably buy from you.
Case study
I had a customer desperate for someone to come and give him an estimate for a bathroom and bedroom that had flooded. It was an insurance claim.
He is in a wheelchair. He called me and said, “I found you on the web. Do you serve this area?” I told him, “Of course we do!” Then he went on to say, “We have been to every flooring retailer in this area, and nobody has time to help us. I know it’s just a small job, and that’s probably why they can’t be bothered with us.”
I listened to his story, we chatted for a few minutes and he said, “We are going to hop in the car and come see you right now.”
We talked about the issues with flooring and his wheelchair; we showed them products and stepped them up from sheet vinyl to LVP. We set up a time to come, measure and give them an estimate. They said they were pleased and confident with the product they chose. They felt like we helped them understand and choose the flooring that would best suit their needs, so they decided to put new flooring in the kitchen and dining area as well.
That’s how a potentially small sale turned into a very sizeable job.
Perhaps equally important, they have told all of their friends and family. In fact, I had an appointment with one of their family members who needed hardwood, tile and bedroom carpet.
Having a good website and good word of mouth chatter are the foundations for good business. And be likeable. These tips may sound old or simple, but they are the basis for building good relationships with your customers:
•.Keep your word: Don’t tell the customer you can get it in three days when it takes seven.
• Be flexible: If the customer shows up at 8:59 and you close at 9, don’t make them come back tomorrow.
• Show respect: Be on time and listen to them.
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Margo Locust is owner and publisher of Fabulous Floors Magazine with more than 30 years in the flooring industry. She can be reached at margo@fabulousfloorsmag.com.