Mid America Flooring: from installer to almost $1M in its first full year of retail

Before

Where they started

Greg and his brother had installed for big-box retail (Lowe’s) for a long time. They opened a retail store to diversify, take friction out for customers and control the product - while still running a busy install operation, so the store never got their full attention.

What changed

What they did with Jerry

1. 1

   Started with a coach instead of guessing

   Rather than trying retail first, Greg brought Jerry in from the start: “I had a million questions and it was uncharted territory for me.” He was skeptical of “a million dollars in 12 months” - but following the processes got them there.

2. 2

   All-inclusive pricing

   A pricing spreadsheet built around all-inclusive pricing meant they could give a price confidently, without getting lost in the details, knowing the margin was covered.

3. 3

   A new salesperson who had never sold

   Their dedicated salesperson/estimator came in with no sales experience. The focus became rapport, handling objections and having fun with the customer - Greg handed him chapter 4 of The Flooring Business Playbook on objections. “Your job is not to give a price. It’s to decorate and have fun with your customer.”

4. 4

   Video on Facebook

   Shooting video and posting it on Facebook “paid huge dividends” - even when it takes ten takes. As Jerry says: bad videos outperform no videos.

Based on the on-camera interview above. Results are specific to this business and aren’t a guarantee.