Page 16 - Lighting Magazine December 2018

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Drilling down to calculate the “lifetime value of a client” is an intensive process,
but will pay dividends in the end. “In sports, everything is measured, so why not here? It’s surprising how many people keep on doing what’s not working; the reason is because they don’t know what else to do,” he com- ments. “When you take the time to work on your business instead of in your business, you will see results,” Fleming remarks. “The problem is that people get complacent.”
Some of the tools Fleming employs in
his workshops involve pu ing methods in place for measuring what’s bringing people into the store, guring out the average cost per sale, assessing the conversion rate of browsers to purchasers, and establishing
a referral marketing plan. Merchandising tips, digital marketing, email campaigns, and strategic alliances are an important part of the workshops.
Among the nuggets that Fleming gave
to audience members who a ended the Evolve workshop held directly a er the American Lighting Association (ALA) Conference in Asheville, N.C. was to spend more time cultivating those professional clients who bring you continuous business.
“Some programs will advise a direct mail campaign targeted by zip code or income, but if they’re not in the market to buy some- thing you’re selling, it’s a wasted e ort,” he explains. “A more e ective plan is to partner with real estate brokers and make a list of recent home closings. Those are the people who are in the buying cycle.”
The Evolve workshops are deliberately kept to a small group of participants in order to provide time for the one-on-one deeper insights needed to make a di erence in their business.
Next month, Evolve workshops are scheduled for January 17, 18, and 19 in The SMART Center in the Dallas Market Center during Lightovation.
On January 23, the Evolve workshop will be held in Albuquerque, N.M., and on Janu- ary 25, it moves to Colorado Springs, Colo., followed by Salt Lake City, Utah on January 31. Check the Evolve Retailing Facebook Page for updates.
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