shops in the past, and he told us he was unsure we’d be in business in another year,” Murray recalled. “I showed him all of our certificates on display and explained how we’ve received the industry awards for several consecutive years, both for our store and our installers. ‘Bottom line is,’ I said, ‘we have been in business for over 20 years and we will be in business for a long time to come.’ Seeing those certificates on display defi- nitely helped put him at ease and close the sale.”
‘LOCO’ WITH THE LOGO It’s no surprise that many retailers credit the majority of their business from “word of mouth” due to both longevity in the same location and superior service — not advertising. Still, this modest approach doesn’t stop them from putting the award logo everywhere, from their business cards to websites. Retail- ers who win a Top 50 or Top 100 award can use the official logo of that year on all their marketing materials through the year and beyond. “We put the logos everywhere,” said Joe Cassity, owner of Alarms, Etc., in Lakeland, Fla. “It’s on our business
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Prominently displaying the Top 50 Retailers and Top 100 In- stallers award certificates in a cluster fashion gives customers a good impression of your business.
Continued on pg. 36 ➝
C M Y CM MY CY CMY K at
www.DiamondAudio.com
www.me-mag.com 33
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