Tips to jump-start your mobile showroom business

By covering a large amount of rural territory in locations such as Indianapolis, Louisville, Columbus and Cincinnati, it only made sense for America’s Floor Source (AFS) to invest in a mobile operation that is capable of servicing customers where they live—at home. The key, according to Brad Dresbach, chief branding officer at AFS, is to promote—and support—the business accordingly. That means going above and beyond just having the obligatory trucks and samples. “The biggest piece is letting people know it exists,” Dresbach explained. “If you open a store, people see it. If you develop a little fleet, in some ways they don’t see it but in other ways they see [the trucks] all over, so it’s a marketing challenge. It is vital to have a landing page on the website specific for the mobile showroom.”

Not only will this make more people consider shopping at home but it will also aid the salesperson in making the sale. “The key is to get the data to the salespeople,” Dresbach noted. “Integrate your website into your lead management system so it’s not just an afterthought. You get very few people that say they are just browsing; they’ve made a certain amount of commitment already. If the salesperson does their job correctly, you are losing very few leads.”

Starting with the website, Dresbach said AFS is helping people shift their shopping behavior. “There’s a mindset of, ‘I need something, I’ll go drive to the store that sells that.’ We are saying, ‘No, there is a better way to do this. We will come to you.’ We are positioning this as a superior shopping experience.”

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