Furniture Store Marketing – When Everyone Is Your Customer, No One is Your Customer!

One of the biggest challenges home furnishing owners must overcome, in order to be successful in this new economy, is the dreaded I-offer-everything-for-everyone syndrome. On the surface this looks like a sure-fire way to get more customers, but it is already proven time and time again that it is not always the most successful way to prosper in your store.

If you are an independent home furnishing retailers, then chances are you have a limited budget and limited space to work with. So, if your store offers several contemporary collections, several ultra-modern collections and some eclectic pieces as well as some early American collections scattered through you store, do you really think that you have enough of any of those styles to satisfy the type of customers who are looking for a specific style? However, style is only one way to target your customer.

In fact, the most successful furniture retailers in my area focus on a couple of things to attract a specific type of customer:

  • Complete living room packages for under $ 2,000 or furnish your entitlement home for under $ 5,000.
  • Long-term low or no interest financing
  • Fast delivery within 3 days or less
  • Lower prices for packages

So, by narrowing down their advertising, they attract a customer that wants to purchase multiple pieces, which in turn, drives the average ticket sale and profits up. They then offer attractive financing terms which attracts customers with good credit and income, while enticing them to spend more money because the customer has longer to pay for it.

Most importantly, they save the customer money by buying more and can get it in their homes in a couple of days. There is also another twist to these retailers. They reward their salespeople handsomely for NOT selling the financing, but getting customers to pay off their balances in less than 90 days.

There is a common slogan in marketing statute, "There are riches in niches." Simply put, this slogan means determine who your most profitable, enjoyable and easy to attract customer is, and then specialize in getting more of those customers to come into your store and buy. You do this by creating a USP (Unique Selling Proposition) that compels your most profitable customer to come back into your business again and again.

What if you reviewed your business over the last couple of years and discovered the following trends about your customers and prospects:

  • Wives initially visited the store without their husbands.
  • Recently married
  • Had three kids
  • Lived within five miles of your store
  • Spent between $ 800 – $ 1500 on sofa, loveseat and tables.
  • Paid by Visa, MasterCard or Discover

Once you have this information, you can redesign your store and business to cater to more of the same types of customers that are currently spending good money in your store.

However, you can only use this information to your advantage if you take the time to find out who your customer is, what is important to them and what they really want.

It may come as a surprise to you, but your customers want more than just a sofa. If you are just selling a sofa, you are missing out on a ton of business. Here are a few of the keys I have discovered over the years:

  • Do not sell mattresses, sell relief from back pain.
  • Do not sell home theater seats, sell the entertainment experience.
  • Do not sell sofas or loveseats, sell comfort and warmth.
  • Do not sell furniture, sell status and prestige.
  • Do not sell interior design, sell ENVY and the WOW factor!

Once you know what your customers really want then, you could use that information to create a USP that attracts more of the same type of customers. For example:

  • "Do not hire expensive interior designers, use our 23 point design checklist and give your home a million dollar look for FREE!"
  • "Discover how to give your home an extreme $ 20,000 makeover, on an $ 8,000 budget."
  • "Your family and friends will say" Oh my gosh! Your home is simply amazing! "In 27 seconds flat … we guarantee it!"

Furniture Store Marketing – Generate Tons of Customers by Partnering With Other Furniture Stores

Partnering with other home furnishing stores is a joint venture strategy that most home furnishing store owners have probably never even considered. It is probably because this joint venture strategy will require you to be really confident and comfortable in your own business.

Otherwise it would seem like you are risking losing your customers to another furniture store, but that is not true. The key to this strategy is partnering with other furniture store companies that do not sell the same types of products that you sell. Now, just to be clear about this strategy; you will not be switching lists with other home furnishing stores, you will be creating a in store coupon or referral program to use this strategy.

Partnering with other home furnishing stores allows you to gain access to customers who you certainly know are in the market for home furnishings. For example, if there is a store in your area which sells picture frames, fake plants and other various home supplies, ask them to allow you to have a podium stand or counter display stand filled with coupons as a bonus for shopping at their store.

In return you could have the normal mailing to your customers or also allow them to have a floor display on your showroom floor. There are many ways to manage these types of joint ventures, so be flexible and ask your potential partners about their specific needs and wants.

Examples can include stores that sell:

Washers & Dryers

Television & Electronics

Windows

Custom Closets

But I Don’t Feel Like Working Out!

Do most people actually feel like exercising? Think about it. Who do you know actually loves to work-out as often as they can? Probably not many because if most people felt that way there wouldn’t be an obesity epidemic.

As I write this, even I’m putting off the inevitable. I have to work-out. I’m a Personal Trainer. Shouldn’t I be counting down the seconds until I get to hurt and sweat to the classic rock channel and my dumbbells? Nope. I have spent the last hour or so lollygagging around the couple of sites I tend to frequent, posting a few status updates and commenting “great pic” here and there while working up the motivation to get moving! I have a holiday party to attend tonight and I can promise you…the food will probably be pretty good. So how can I take my love of fabulous cuisine and my obvious Sunday morning laziness and somehow use this combo to get me up off the sofa and into the work-out room? Well I’ll tell ya….

I’ve been fat and I’ve been fit and I promise you that fit feels better! I just typed a paragraph or so about my own vulnerabilities above to let you know that I relate to your lack of desire to exercise. We aren’t that different from each other. I live in the same fast world with the same fast food and email vs. snail mail and instant gratification benefits as everyone else. The only problem with this is that permanent and healthy weight-loss and weight-management take time, perseverance and yep, hard work.

I know what happens when we put important tasks off. They either never get done or if they eventually do, there is usually a hefty late penalty. It’s no different with our bodies. To develop and keep a fit physique, consistency is the key. To stay consistent, we have to change our minds.

The truth is that the next hour or so WILL go by regardless of what I choose to do within that time. The last hour is over and I chose to sit on the computer. Now even though I really did more productive things other than post silly stuff online, the fact remains that there is still a work-out to be done. I will have calories to burn off for later. I have a metabolism to speed up for the indulgences I will partake in tonight. I can choose to sit here for the rest of the afternoon and not get my strength training session in and I probably still won’t put on any significant weight from tonight’s foods. The reason for this is that while most often I would prefer not to work-out, I do it anyway because I ALWAYS feel a sense of pride, joy and power by the end of that hour of exercise than I would feel by not doing it. I feel AMAZING when I finish an exercise session. Did it happen overnight? NO! I had to make myself continue to experience it for a good long time until I realized the power behind a regular fitness routine. The result is a faster metabolism which burns my calories for me while I do nothing at all. In real estate, they would call this cash flow from a rental property. The investing, rehabs and negotiations are done yet the pay goes on. Brilliant!

Think about where you are right now. Do you have any regrets over the things you didn’t do? Have you noticed any negative circumstances in your life that could have been kept small and insignificant if only you had tackled them sooner? What about any goals you would have accomplished had you acted sooner (or at all)? When you take a moment and honestly think about any of these regrets, are you convinced that if you only had the chance to make a different decision you would have done it and then you would have everything you’ve ever wanted by now? How much would you give to change the outcome of any of the scenarios I just mentioned?

It’s been 2 hours since my last paragraph. In that time, I worked-out AND prepared all the vegetables needed for my few days worth of healthy salads. I’ll be honest here. I absolutely didn’t feel like doing ANY of that. It’s time consuming and labor intensive as far as I’m concerned. Given that thought process, here’s another one which is equally true. I just finished my work-out and prepared my lean and nutrient dense post exercise replenishment not just for today, but for the next several days to come. It was labor intensive, but I FEEL AMAZING! The hard work is done and I’ll reap the benefits of 2 hours worth of work for the next few days! The technical term for this is delayed gratification. Let’s say it together. DELAYED GRATIFICATION. It’s a way of life we don’t experience much of these days and I believe it’s why our bodies suffer from malnutrition and limited physical capabilities.

You see, most of us don’t feel like doing a lot of the things we need to do and I’m no different. The only way to experience the other side of this particular coin is to just do it. Whatever it is. With exercise, the more often you muster up the strength to get it done, the more you’ll understand the rewards. Don’t get me wrong, you still may want to put it off, however, you’ll have a valid sense of what you’re missing out on if you do. You’ll get how powerful it feels to spend that hour or so doing what you’ll feel proud of rather than nothing at all, which you could easily regret much longer than a measly hour, possibly the rest of your life. This way of thinking creates pride and a healthy self-esteem. It also helps to abolish any feelings of restriction since when we take care of ourselves the majority of the time, we can enjoy our indulgences without guilt.

Well, now that I’ve done the hard work, I’m gonna relax. As I had mentioned earlier, it’s Sunday. The only day of the week that I don’t have to be something to someone. The day that’s reserved all for me. Rather than spending all of it vegging, I gave myself the best gift I could….peace of mind from good work well done. I took that hour, doubled it and now I feel free!

So what about you? What did you get from this?

Wishing you a lifetime of smart choices and self-pride!

Conspiring Against an Employee

Some of us are happy with the job we have and are content with or even love what we do. Some of us are not happy with our job and it frustrates us the more we perform at work. Whether you like your job or not you primarily work for a paycheck. When conditions at work are so stressful that you find it difficult to work for your paycheck you might want to consider your work environment situation.

In some cases, employees are victims of conspiracies in the workplace. It may sound like something out of a workplace drama series, but it is a common deterrent of progress and ultimately a very unprofessional practice in the workplace.

We can pretend that drama doe not exist at work, but the truth is work is run by people. It is part of the human condition to play favorites and disrespect others. When this sort of unprofessionalism arises in an employer or employee, there is a great chance that he or she will attempt to gather additional employees on his or her side to rally against another employee in secret. This is a conspiracy.

Harassment

A conspiracy against an employee is almost always used to harass. Harassment is any conduct that will lead to the victim to feel unsafe, threatened, persecuted, or distressed. When an employer brings employees together to play a harmful role against an employee, he or she has a personal feud against that individual. This may be due to race, religion, gender, appearance, or anything that he or she does not like about that individual.

Harassment is used as a tool to single someone out and make them feel unwanted or embarrassed in the workplace. An employee may feel that he or she is underperforming at work and that his or her opinions are not of value.

Coercion

Most people who would like to see someone leave the workplace that know there are not sufficient grounds to fire him or her, will coerce the employee into resigning by use of conspiring. If someone starts to feel an incredible amount of stress at work and unwanted, he or she will more than likely resign. This is one of the main goals employers and employees try to achieve when conspiring against an employee.

For additional resources on conspiring in the workplace and legal avenues available for victims, contact the Houston employment lawyers of the Ross Law Group.