Fast Profits In A Slow Economy

We all know that some consumers have cut back on their spending, but if you look around, you’ll see that restaurants are full, people are shopping and help-wanted signs abound. Some buyers may be cautious, but there are plenty of homeowners who can afford to invest in improving their home. Your job is to give them a reason to choose your garage-door business and do it now. If you’re looking for more retail business (which is the most profitable way to sell a garage door), it’s time to get creative. Here are eight ways to do just that.

1. Savings and promotional offers. Some of the largest retailers in the country are trying coupons to motivate people to buy. For the garage-door industry, I do not like price-off promotions. However, you can have a generic promotional event. I suggest promoting a variety of garage-door styles or placing all garage doors and openers on sale for a limited amount of time.

2. Event marketing. If your local area has a festival or event that draws homeowners, consider marketing your business there. You could have a display or a group of people handing out promotional literature. Go where the people are, and give them a reason to call you. If you are having a promotion, make sure you give a deadline to create a sense of urgency.

3. Critical planning. Get your employees involved in any event you’re planning. Talk with customers, and ask for their feedback on your promotion idea. Don’t forget that you’ll need to advertise your event to let customers know what is going on. You should be planning your promotions months in advance.

4. Garage makeover. You see it on TV all the time. Work with your manufacturing resources to brainstorm about what could be included in the makeover: Flooring, wall cabinets, a new garage door and opener, and more. You’re only limited by your imagination. Then submit before and after pictures to local magazines or Web sites.

5. E-mail database. Every person that registers for one of your promotions or visits your store should be in your e-mail database. You need to build a list so you can communicate with customers on a regular basis.

6. Engage. Some of the promotions I’ve seen ask customers go through several steps to participate. You want to avoid this by keeping your promotion simple and making it easy to get involved.

7. Use media. Your local radio, TV or print media might provide coverage in return for their becoming a promotional sponsor of your event. A promotion cannot be successful without advertising exposure.

8.  Patience. The key to success is to learn about what works and what doesn’t. Be creative and keep promoting because the success of your garage-door business depends on what you, the owner, do.
 

Herb Gross is an expert at promoting garage-door and home- improvement businesses. He offers the only TV campaign available for garage-door dealers. E-mail him at herb@herbgross.com or call 704.846.0199. For free advertising tips, visit herbgross.com.