My friend, Jim Armstrong, of Jim Armstrong Marketing Systems, works mainly with retail floor dealers on building a profitable and systemized business. He shared with me a great story while interviewing me for his monthly member audio.
Dan Ginnaty, of Flooring America, based in Great Falls, Montana, read the story in John David Mann’s and my book, Go-Givers Sell More, about Marie Jakubiak, the owner of a Birmingham, Michigan-based CPA firm.
When welcoming new clients, Marie communicates her Appreciation by highlighting their name on a sign surrounded by flowers in the reception area.
Hmm, but how could a flooring company emulate that; especially when so many people come in without appointments?
Thinking creatively, Dan saw how he could utilize that type of welcome (sans flowers) in order to encourage people to make appointments. The first few people who set appointments were greeted by the following sign:
This is unusual for a flooring company. And, the customers felt good about it. Several commented that while they usually feel good about coming into his store, this brought it to an entirely new level. They felt extra appreciated! And, other customers desired that same feeling. Word soon got out and more and more people were calling in to set appointments.
Key point: a good idea is a good idea; a clever marketing strategy is a clever marketing strategy. It does not have to be duplicated exactly…in order to be duplicated effectively!
Good for Dan. And, Jim. And, Marie. And, for every one of you who continue to find more ways to increase the value you provide to more and more people.
Have you ever done something similar to Dan; learned about an idea that worked in a completely different industry and applied it to yours? How did it work out for you?