$$ HIDDEN PROFIT CENTERS
Developing Retail Relationships that Add Profit to Your Bottom Line
By John Gregory. Owner Capital Vacuums in Albany, New York, Charlie’s Vacuums in Glens Falls, NY and Brand Builder, Marketer & Sales Trainer at VacuumRepairShop.com
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ome things are so obvious that we miss them. Marketing your retail store does not need to be complicated. It’s about getting attention from your customers. Here’s an obvious but overlooked opportunity.
Dirt hits the floor. Vacuums are a necessity The second that floors are installed, they will start to get dirty. There’s no way around it and it doesn’t matter what kind of floor. People with floors need vacuums, and flooring stores should either carry vacuums or have a relationship with the local vacuum repair shop. You should give your customer ideas on how to keep it clean, they will value the installer’s or retailer’s opinion. Also, a customer at the Vac shop would value the vac shop’s opinion on where to purchase flooring.
The retailer-local business relationship About 10 years ago I built great relationships with some local flooring retailers in my area. These have proven to pay off for both of us. I was determined to position my vac shop as the local authority for anything vacuum cleaner-related and I figured, where better to start than on the “ground floor.” I had a shop full of trade-ins, vacuums that were not worth cleaning for resale. Rather than just throw them away, I cleaned them up, put fresh belts on and tested them. I also put my sticker on and attached five business cards. Then I loaded up the van and deliv-
ered a good working vacuum to every flooring store in the area. I introduced myself to each store owner and told them I had an endless supply of vacuums to give their installers for FREE. All they had to do was leave my business card on the counter after an install and tell the customers about me. I also told the retailer that installers, whether independent contractors or direct, should have a good working vacuum and to leave the homes spotless. If the vacuum breaks a belt or filter gets bad, or the machine doesn’t perform, just bring it back to me and we’ll give them another one. Not every retailer cared. However, ten years later we’re recognized as the vacuum repair shop authority in our area. My customers are shown how to properly vacuum a floor and determine which vacuum is best for them. I believe this is the most important part of the sale. If your customer doesn’t understand how to keep new floors looking good, once they start looking bad, you might be the one blamed. Before we ask for a review we educate the customer; an educated customer is your best customer. We should all be building relationships with other local businesses and being good at what you do is the best marketing you can do. For more information on finding a vacuum repair shop in your area, go to: http://www.VacuumRepairShop.com
or call 1-800-263-5425
People with floors need vacuums, and flooring stores should either carry vacuums or have a relationship with the local vacuum repair shop. Premier Flooring Retailer | Digital 2 2020
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