14th annual Norwalk Furniture Convention honors top sellers
By Furniture Today Staff -- Furniture Today, March 31, 2003
Key Biscayne, Fla. — More than 300 Norwalk retailers and vendors attended the 14th annual Norwalk Furniture Convention here.
Four award-winning stores and individuals were featured in the convention's keynote event, a video interview format in which the upholstery producer and store franchiser's top performers explained how they do so well.
"Over and over our customers have told us that, rather than hear a high-priced keynote speaker talking retail theories, they would rather hear from real-life store owners, managers and designers," said Jim Gerken, Norwalk chairman and chief executive officer.
"So we looked at the list of top award winners from our previous convention and sent video crews to interview them right where they live and work. We showed the video at the 2003 convention and then called the award winners on-stage to answer questions from the audience," he said.
Kim Backman of Smart Interiors in Spring Hill, Fla., was the overall sales leader for 2002.
She explained how her store fosters partnerships with area builders who showcase the products and design skills of Smart Interiors. At any given time, Smart Interiors has more than 30 model homes completely furnished by the store.
"As a result, I work almost completely by appointment," she said. "People who come in here have already seen my work and ask for me."
Jolene Williamson of Hatch Furniture in Yankton, S.D., received the 2003 Total Sales Award at this year's convention.
Patience Spaulding and Diana Taylor, Tampa, Fla., were the combined leaders in sales of Norwalk products only. They explained in the video presentation that they sell themselves and their design skills to their clients. They also noted the value of follow-up in developing a strong client base.
"I follow up every day," said Spaulding. "I keep and constantly update a list of the people I have talked to and the things they are interested in. Then I make it a point to stay in contact with them."
The 2003 franchise sales leader was Scott Curtis, Norwalk — The Furniture Idea, Little Rock, Ark.
The Norwalk store in Lenexa, Kan., was featured in another video as the 2002 store leader in Norwalk product sales. Manager Maria Antos-Dye explained that, with the level of competition in metro Kansas City, her store has to focus on the things they can do differently and better than other stores in the market.
"No matter what somebody comes in for, they do not leave until we have made sure they know that we can create custom upholstery for them using hundreds of styles, thousands of fabrics and get it delivered to them in just 35 days," said Antos-Dye. "That's our unique selling proposition. And it has made us No. 1 in Norwalk sales several times in the past."
This year's winner of the Greatest Sales in Norwalk Products award was the Norwalk store in Jacksonville, Fla., which narrowly edged out a repeat win by the Lenexa, Kan., store.
The Cornerstone Award is "presented to the Norwalk customer that we think has made the biggest effort to support and reflect the ideals and principles of Norwalk Furniture Corporation," said Gerken.
The 2002 Cornerstone winner was Blackburn Home Furnishings in Nelsonville, Ohio. In their video presentation, owners J.R. and Debra Blackburn reflected on their success.
"Winning the Cornerstone Award was definitely a validation for us," said Blackburn. "This had been our father's business, but when he passed away we realized we could no longer do things just the way he had done them. We have made a lot of changes, followed a lot of suggestions from Norwalk and feel like we have made furniture retailing good, clean fun."
Greg and David Klopp of Sofas & Chairs in Minneapolis won the Cornerstone Award for 2003.
Schweitzer/Arcona Leather and Sunbury Fabrics were given awards as Norwalk's top-performing leather and fabric suppliers.
The 2004 Norwalk Furniture Annual Convention will be held Feb. 22–24, 2004, at Caesar's Tahoe in Stateline, Nev.
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Norwalk meeting focuses on real-life retail
Apr 22, 2004
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