Educational seminars set for market
By Furniture Today Staff -- Furniture Today, July 31, 2006
Las Vegas — Las Vegas — Learning opportunities will abound at this month's Las Vegas market. Here's the schedule of seminars, all of which will be held in WHFA's Retailer Resource Center on the second floor of the World Market Center unless otherwise noted.
Monday, July 24
8:30–9:30 a.m.
Compensation Strategies for a Winning Organization
Ren Baker, CDS Solutions Group
Traditional compensation models are often mysteriously ineffective, leading to high turnover or, even worse, a perpetual collection of non-performers. This seminar identifies the key drivers and provides the building blocks of using incentive pay to attract, reward and retain top performers.
10–11 a.m.
Think Like a Brand, Act Like a Retailer
Rich Kizer and Georganne Bender, Kizer & Bender Speaking
Your brand is your image. It's the customer's perceived identity of your store, your product and your services. Your brand is the mental picture that flashes in a customer's minds every time he or she sees or hears your store's name. But today's customers do not simply choose a store based on what it sells — they choose based on how stores make them feel.
11:30 a.m.–12:30 p.m.
How to Sell Value Instead of Price
Philip Gutsell, Gutsell & Associates
Most salespeople end up selling price instead of value, especially the average to below-average performers. If they understood the mathematical formula behind value, they would close more often and with larger tickets. The net result: more volume, more margin and, most importantly, more customer relationships.
1–2 p.m.
Color and Inspirations Shaping Future Trends in Interior and Product Design
Cinzia Black, Mix Future Interiors
Get the color trend forecast for autumn 2006 to summer 2008. The marvels of the human body and of other worlds (microscopic, aquatic, cosmic or even alien) are sources of inspiration for architects, interior designers and those at the cutting edge of furniture, lighting, ceramics, paints, coatings, films and textile innovation.
2:30–3:30 p.m.
Create Clients, Not Just Customers
Jay and Iris Byers, Byers Guide
Learn how to hire, train and motivate your sales team to sell more than just items. Learn how to sell plans that develop client relationships and that result in multiple-unit, higher-average sales and real consumer fulfillment.
4–5 p.m.
Fast Forward Panel Discussion
CDS Solutions Group
Join industry veterans for an in-depth discussion on negotiating with manufacturers while at market. Learn tips and tricks on how to negotiate with new vendors, talk price with existing vendors, and build strategic alliances.
Tuesday, July 25
8:30–9:30 a.m.
Hottest Trends in Home Fashions
Cheminne Taylor-Smith, In Furniture magazine
Keeping your floors fresh and your product offerings in line with what consumers want is the key to success for home furnishings retailers. Find out how to give your store the edge and a long-range view, with an eye on what trends from other industries will affect the home furnishings world in the future. In the Las Vegas Convention Center, room S226.
9–10 a.m.
Colorwatch Seminar
Margaret Walch, Color Assn.
Sponsored by the World Market Center and Vance Publishing. In LVCC room S226.
10–11 a.m.
The "Nip/Tuck" Marketing Seminar
Steve Hurwitz, JRM Sales & Management
Learn how and why your brand plays a large role in the final decision to purchase; simple ways to create advertising that attracts more qualified customers; how to make your brand more relevant to your target customer; how the "new media" can work harder for you; why traditional media is still critical to your success; what's the right media mix for your brand; and 10 common misconceptions about brands at retail.
11:30 a.m.–12:30 p.m.
Interior Design and Retail Furniture: Happy Under One Roof
Lloyd Princeton, Design Management Co.
It is becoming more challenging for independent professional designers to make a profit on furniture alone. Interior designers will learn how to make money doing what they love while capitalizing on stores and servicing that market segment as well. Learn how to offer services your clients need and how to charge for your expertise. Sponsored by IDS Solutions Group.
1–2 p.m.
Take Control of Your Import Supply Chain and Reduce your Landed Cost!
Bill Smith, Globe Express Services
Learn how some furniture retailers have taken control of their import supply chains. This is an interactive discussion of how importers can streamline international transportation operations and reduce their landed cost by switching import buying terms from CIF to FOB, maximizing container utilization and negotiating the best rates, and utilizing logistics technology to increase visibility, manage by exception and integrate systems.
2:30–3:30 p.m.
Developing a High-Performance Sales Force
Joe Milevsky, JRM Sales & Management
Learn how to find, interview and hire top salespeople, develop the customer experience that best fits your company's culture, hold salespeople accountable for performance, create a positive and fun selling environment, and dramatically improve your company's sales performance.
3–4:30 p.m.
Hot Trends and Timeless Traditions: What's Selling, Who's Buying and Where Are They Shopping?
Mary Liz Curtin
Our business is all about our customers. Take a look at the hottest trends, newest colors and, most importantly, what those all-important customers really want. Learn what's in, what's out and what's on the horizon for next year. Sponsored by With It and eBay.
Wednesday, July 26
8:30–9:30 a.m.
Are Your Delivery Costs Out of Control?
Karen Upp, RouteView
This seminar will reveal tools available to let retailers know what's really happening with deliveries on the road and how it is affecting delivery costs and, ultimately, the bottom line.
9–10 a.m.
Trend Watch Live!
Michelle Lamb, Marketing Directions
Lamb, a columnist for Accessory Merchandising magazine, will bring her latest insights in home fashion, informed by her experience and travels to trade fairs all over the world. LVCC room S226.
10–11 a.m.
How to Make Your Store Name the Brand Name
Leo Levinson, Prescott/Levinson Advertising
Learn how to build your retail brand and promote it while driving traffic into your store. Discover what a retail brand is, how to select the components that make up your brand, how to make your store stand out, and how to structure a powerful ad campaign that will communicate your brand while you build sales and market share. Topics covered will include market strategy, creative message, media buying and more.
11:30–12:30 p.m.
Wrestling the Web: Enabling the Rip-off Artists or Saving Your Brand
Diane P. Burley, Pure Contemporary
The Web may be the most disruptive technology the furnishings industry has ever faced, creating a convenient and efficient environment for showcasing your products — and the stealing of designs. Pulling the plug on the Web may keep away the thieves, but also buyers. How do you get exposure without being exploited? A Web strategy requires a solid brand image combined with a compelling and exciting online experience. You will learn strategies to protect and enhance your brand; ways to avoid channel conflict; an overview of Web marketing; and the latest on technologies, including podcasts, video and Flash.
1–2 p.m.
The Big Three: Television, Direct Mail and Circulars
Jon Parks, Horich-Parks-Lebow Advertising
TV is the lead medium in driving traffic to home furnishings stores. Direct mail and circulars are second and third. This seminar focuses on these media for promotional furniture stores. See successful TV commercials, traffic-driving private mailers and strong circular presentations.
2:30–3:30 p.m.
Efficiency of Building and/or Operating a DC Correctly
David Duff, David Furniture Warehouse Consulting
Determine the size of distribution center needed and for how long; operate with less square footage; reduce inside employees by as much as 50%; and attain a customer service standard of six.
Thursday, July 27
8:30–9:30 a.m.
12 Ways to Improve Your Financial Matrix
John Egger, Profitability Consulting Group
You are losing money every day in your store. Learn at least a dozen ideas you can implement immediately upon your return to your store that will improve your "profit matrix."
10–11 a.m.
Inside Marketing Your Store 101
Marilyn Nason, Nason & Associates
Standing out from the competitive retail crowd is a must if your store is to survive. Learn proven ways to market your store year-round with free and/or very inexpensive ideas that have worked for stores nationwide. Both novice and veteran retailers alike will learn marketing planning at a basic, how-to level that you can easily, quickly and inexpensively adapt to your own needs.
11:30 a.m.–12:30 p.m.
Captivate, Impress and Engage Your Clients Faster and Easier than Ever Before
Margie Kyle, the Designing Doctor
Stop your clients from just shopping your service and products by offering current information, incredible visuals and selections of vibrant color options, before they have a chance or desire to look elsewhere. Dare to be different. Make clients talk about you. Learn new and creative ways to spruce up your presentation skills. Seeing is selling.
1–2 p.m.
eCommerce Evolving: How to Capture Today's Online Customer
Jeannie Reeth, eBay
Sixty-nine percent of U.S. households already have Internet access and it's becoming a critical part of many home furnishings businesses. Learn about the trends online and how you can get the most out of the Internet for your business. Which segments of online buyers are growing fastest and how can you capture their attention? What are the most effective online marketing tactics? How can you start or expand your online store? Get answers as well as learn tips and tricks to optimize your business on the Web.
2:30–3:30 p.m.
The Impact of New Consumer Research on Sales Training
Impact Consulting Services
The customer coming into your store today is far different from those of 20 years ago. Yet, most of the sales training programs we use have not changed substantially during that time. We know our sales staff must develop new skills and adjust their selling behaviors in order to succeed in this world, but has our training kept up with the ever-changing customer? Learn how new consumer research and lifestyle profiling information is used to create dynamic, three-dimensional sales training that addresses both the practical needs and emotional wants of today's customers.
4–5 p.m.
Wood and Leather Maintenance, Touch-up and Repair
David Biggart, Mohawk Finishing Products
See the latest leather and case good furniture care, touch-up and repair products and techniques. Get hands-on training and some basic repair materials. See new DVDs in this Mohawk Workshop program.
Friday, July 28
8:30–9:30 a.m.
Hiring, Selection and Development in 2006
Brian Dorney, Caliper
Learn how to hire, select and retain top performers. Better understand the positions you seek to fill and determine the qualities needed for success in your company. Learn about factors affecting employing in 2006; learn tools and techniques for attracting quality applicants; and gain insights into structuring interviews and probing areas of concern.
10–11 a.m.
Escape the Product and Price Rat Race
Willie Davis, R&A Marketing
Find out why high-impact, price and finance-driven advertising promotions work — and why they don't. Learn the secret of long-term branding, and how to get off the promotional treadmill and onto the long-term train. You'll learn which media best suit short- and long-term advertising, and a mathematical formula that moves Ms. Jones' money from her pocket to yours.
11:30 a.m.–12:30 p.m.
How to Attract Customers through Good Corporate Citizenship
Phil Van Poetsch, National Furniture Bank Assn.
Your public perception as a good corporate citizen is a deciding factor in bringing potential customers through your door. Learn about the National Furniture Bank Assn. and its affiliates and the buzz they are creating among the American public and media. From Oprah to People magazine, to nationally televised public service announcements featuring Kathy Ireland, there are solid reasons why it's beneficial for your business to be a part of the home furnishings industry's unified charitable effort.
1–2 p.m.
Go from Being a One-Night Stand to a Legendary Romance
Crystal Migliore and Rayanne Ganuelas, Genesis Software Systems
Your customers want to love their home furnishings purchases. You want them to love you for those purchases. This discussion will help put some romance back into buying and selling furniture. Take a look at ways to use information to woo your customers into a long-term buying relationship. Learn practical ideas to boost your image, turn up your service reputation and keep customers true to only you.
2:30–3:30 p.m.
The Mystery of the Budgeting Process
Scott Lea, JRM Sales & Management
Most independent retailers do not produce an annual budget. Professionally run, successful companies produce budgets and work them to facilitate positive outcomes rather than simply accepting less-than-positive results. Learn how to create and use a simple budget; establish a chart of accounts that will define company safeguards; benchmark your company's performance; set reasonable, achievable and detailed financial goals; hold management team members accountable for their performance to budget; build initiatives to effect positive financial performance; and make your profit more predictable.
