Educational seminars set for High Point market
Line-up filled with industry experts
By Furniture Today Staff -- Furniture Today, March 6, 2007
Unless otherwise noted, all seminars will be held at the National Home Furnishings Association’s Retail Resource Center on the 12th floor of IHFC Main.
Monday, March 268:30-9:30 a.m.
The Ten Commandments of Selling
Philip Gutsell, GutSELL & Assoc.
Are you wandering in a desert of lost opportunities? Does your sales tribe lack direction and focus? Are your salespeople walking too many customers? Do your salespeople give up when the customer says any of the following: “I’m just looking today,” “I have to check with someone or something,” “I have to think about it.” Are you thirsty for more closes? Learn the 10 most important skills your salespeople can use to earn SALE-vation. Return to your store with this plan and watch your store turn into a land of milk and money.
10-11 a.m.
A Shopkeeper’s Guide to Selling on eBay
Mary Liz Curtin, Mary Liz Curtin & Co.
Join Curtin, owner of Leon & Lulu, a furniture, gift and accessory store, for a step-by-step tour of selling on eBay, geared to the gift and home retailer. Learn how to to set up an account, list items, write descriptions and get tips on what sells…and what doesn’t. She will also discuss eBay stores, marketing with eBay and how to use the world’s largest marketplace to increase your business. She did it and so can you!
11:30 a.m.-12:30 p.m.
High Impact Advertising and Sales Promotion for Furniture Stores
Gary A. Wright, G.A. Wright Marketing
Learn to create fully-integrated advertising campaigns that attract crowds of customers and produce a big increase in sales volume for furniture retailers. Emphasis is placed on tested techniques that have been proven to produce results. This seminar will reveal actual results obtained from advertising and will provide methods that can be implemented immediately to begin producing increases in traffic and sales. Media covered will include newspaper, direct mail, broadcast, point-of-sale, outdoor and Internet. The seminar will end with a recommended, step-by-step advertising and sales promotion plan for furniture retailers.
Noon
Home 2008 Color and Trend Forecast
Denell Pepin, Product Trend Analyst, Home – Cotton Inc.
The home industry continues to move forward in innovative trend ideas and concepts. Inspired by the latest in technology and innovation, the home textiles industry is ever-evolving. Performance, delicate lines, experimental design and moody undertones combine to form a dynamic environment. Cotton Incorporated explores distinctive interior influences while showcasing the latest in home textiles for 2008. Complimentary box lunch. Reservations not required. IHFC Green, 11th floor, Club Level, Ballroom B.
1-2 p.m.
Satisfied With Your Warehouse and Delivery Performance?
Daniel Bolger, The Bolger Group
Updating your warehouse and delivery operations is essential to meet today’s customer expectations and your profit goals. Learn proven techniques that have made a difference for retailers of all sizes. Focus will be on relatively low cost changes to existing operations that have significant rewards. Pick up ideas that will help you run a warehouse and delivery operation with lower costs, fewer service calls, and less exchanges and returns. Primary emphasis will be on improving existing operations rather than new construction but the techniques also directly apply to facility expansions.
2:30-3:30 p.m.
Increasing Profitability Through Successful Implementation of a Gift and Customer Rewards Program
Vaden Landers and Greg Clark, ProfitPoint
How do gift and loyalty card programs work? We’ll share analytical data for successful retail programs all around the country and talk specifically about programs within the furniture business. This seminar will cover program design, implementation and marketing ideas to maximize the value of a gift/loyalty card program. We will share marketing ideas used in the promotion of the furniture retail business and use our Return On Investment tool to demonstrate the opportunity in greater detail.
4-5 p.m.
Engineering Positive Merchandising Outcomes
Bob Moorman, JRM Sales & Management
Ineffective merchandising strategies lead to negative sales trends, cash-flow issues, as well as overflowing warehouses and stores. Learn powerful merchandising strategies that will lead your company to dramatic performance improvement. Topics include: determining your target market; creating a slotting plan, merchandise plans and war rooms; implementing nail-down strategies; implementing item elimination strategies; utilizing open-to-buys; pricing strategies; competitive shopping; sound re-order buying processes; and vendor relationships, buying and market strategies.
Tuesday, March 277:30-9 a.m.
WithIt Breakfast — Candice Olson: On Design
Olson, host of HGTV’s Divine Design, presents her insightful view on how to make a room both beautiful and practical. Her mantra of “being honest with yourself,” incorporates the belief that with good design, beauty and function work together. Olson will show before-and-after room makeovers and share smart tips. The presentation will be followed by a book signing. The seminar and breakfast are free of charge, but reservations are required for limited seating. RSVP via e-mail to goutlaw@ihfc.com. IHFC Green Wing, 11th floor, Club Level, Ballroom A.
8:30-9:30 a.m.
A Furniture Industry Overview.
W.W. “Jerry” Epperson Jr., Mann, Armistead & Epperson
This furniture research specialist will discuss the current issues and opportunities concerning the furniture industry based upon the latest studies and statistics.
10-11 a.m.
Leveraging the Internet — You Don’t Have to be Wal-Mart
Roy Martin, Escalate Retail
The Internet is no longer just for “The Big Guys.” You can and should leverage those business opportunities available to you now. From easy data exchange with vendors to customer communication and e-commerce itself, we will examine six things you can do today that will positively impact your business. The topic is far reaching, but you should take away some things you can do fairly quickly and easily without spending a lot of money.
11:30 a.m.-12:30 p.m.
Special Events are Very Special
Phyllis Macay, Profitability Consulting Group
Tired of the same old advertising gimmicks? Maybe this is the year you should try something new. There are many ways to create a buying environment in your store that is fun, community-based and educational. Think outside the box and find ways to pull customers into your store without discounts, credit gimmicks or no sales tax. We will be exploring ways to increase employee loyalty, customer retention and bottom line profit margins. You will walk away with a list of tried-and-true ideas from across the country that has helped other retailers like you set themselves apart from their competition.
Noon
Color Trends: The Most Directional Future Palettes
Leatrice Eiseman, color and trend consultant and director of the Pantone Color Institute
Everyone recognizes the effect that color has on our lives. In the ever-evolving home furnishings world where multiple design influences are felt, it is critical to stay on top of future color trends and, most importantly, how they impact the consumer/client. Eiseman will speak on the origin of color forecasts and show examples of the most directional palettes for the future. Lee is the author of: Colors For Your Every Mood and the newest releases More Alive With Color and Color Messages and Meanings. A book signing will follow the presentation. Sponsored by IHFC and IFDA – Carolinas Chapter. $15 fee includes lunch. Advance registration recommended. For reservations, mail check to IHFC, Gaye Outlaw, PO Box 828, High Point, NC 27261. Reservations may also be secured with a credit card – please e-mail goutlaw@ihfc.com to request a credit card authorization form. Tickets will be held at the door and must be picked up by 12:10 p.m. on the day of the seminar. Call 336-888-3754 for more information. IHFC Green, 11th floor, Club Level, Ballroom B.
1-2 p.m.
Reaching the Coveted Female Home Furnishings Consumer ... The ‘CEO of the Mailbox’
Chip West, ADVO
Explore how an integrated marketing strategy that includes targeted, mailed advertising can help drive superior sales results.
2:30-3:30 p.m.
Stop Wasting Fuel and Time: Reduce Delivery Costs Up to 30%
Michael Stock, RouteView Technologies
You can reduce your fuel costs by $2,000 or more per truck and make more on-time deliveries. The average cost to operate a furniture delivery truck in today’s environment is $100,000 to $125,000 per year – about $2.50 per mile. This seminar will teach you how to keep your delivery fleet at maximum efficiency. Get this money off the road and take control of your delivery operations
4-5 p.m.
There is No Such Thing as a Browser
Cathey Manley, Cathey Manley & Assoc.
Why does your selling staff believe the “I’m just looking” objection? Attend this seminar and learn how to convince them it’s not true with a quick 10 step closing technique.
Wednesday, March 288:30-9:30 a.m.
It’s All About the Customer — How to Gain Sales and Market Share Today
Alvin Wight, Strategic Decisions
Learning what customers want, meeting those needs and developing effective marketing to those customers is more important than ever. Hear keen insights into what makes successful retailers today in a tough consumer environment. Learn how you can get and use information to drive your business forward
10-11 a.m.
Welcome to the Experience Economy... Exploring Independent Store Advantages
Connie Post, Connie Post Cos.
Explore the opportunities for future growth with independent retailers. Independent retailers hold the key to success if they are willing to embrace new ideas for attracting today’s time-deprived consumer. The latest and greatest in store design will be shown along with inexpensive design changes that will greatly improve the guest experience.
10 a.m.-noon
Sales and Negotiating Techniques
Neil Gordon, The Designer’s Coach
IDS members $15, Non-members, $20. Advance reservations payable with credit card or check to: IDS, 3910 Tinsley Drive, Suite 101, High Point, NC 27265. Tickets will be held at the door and must be picked up no later than the scheduled starting time for the seminar. Seating will be on first come basis. For reservations, visit interiordesignsociety.org or call 800-888-9590, ext. 6122. IHFC Green, 11th floor, High Point Room.
11:30 a.m.-noon
Inventory Control or Accounting-Based Systems — Which is Right for Your Business?
Ren Baker, CDS Solutions Group
Within the big-ticket retail space, there are essentially two different types of retail management systems – inventory control-based systems and accounting-based systems. Both have their own unique strengths and weaknesses, and the choice as to which one is best is based solely on the unique needs of the retailer using it. In this session, learn how and why these systems differ. Baker offers assistance in helping retailers identify which type of system is the right fit for their organization and management team.
Noon-1:30 p.m.
Creating a Client for Life
Barclay Butera, president and CEO of Barclay Butera
Butera founded his business on the concept of a client-for-life and will share his secrets to building client relationships. It’s always about the customer, the quality and service. Butera has been redefining luxury for 15 years, and one thing has not changed: his firm belief in helping his clients achieve the “Better-Best” concept of living. The end result is a glamorous, yet completely livable environment. Sponsored by IHFC and IFDA – Carolinas Chapter. $15 fee includes lunch. Advance registration recommended. For reservations, mail check to IHFC, Gaye Outlaw, PO Box 828, High Point, NC 27261. Reservations may also be secured with a credit card – please e-mail goutlaw@ihfc.com to request a credit card authorization form. Tickets will be held at the door and must be picked up by 12:10 p.m. on the day of the seminar. Call 336-888-3754 for more information. IHFC Green, 11th floor, Club Level, Ballroom B.
1-2 p.m.
Internet Strategies — It’s Essential
Sev Ritchie, Impact Consulting Services
Over 50% of today’s consumers turn to the Internet prior to venturing into a store. Is your store strategically placed on the Internet to ensure you are part of the consumer’s selection process?
2-4 p.m.
Understanding the Value of Antiques Today
David Lindquist, nationally renowned author and speaker
IDS members $15, Non-members, $20. Advance reservations payable with credit card or check to: IDS, 3910 Tinsley Drive, Suite 101, High Point, NC 27265. Tickets will be held at the door and must be picked up no later than the scheduled starting time for the seminar. Seating will be on first come basis. For reservations, visit interiordesignsociety.org or call 800-888-9590, ext. 6122. IHFC Green Wing, 11th Fl., High Point Room.
2:30-3:30 p.m.
Twenty Great Ways to Drive Traffic and Increase Sales in 2007
Charles Horich, Jon Parks, Brad Lebow and Chip Hector
Make sure these 20 advertising and marketing ideas are in your playbook for 2007. Learn tested results generating ideas for TV, radio, direct mail, circulars, media buying, advertising planning, public relations, special events and more.
4-5 p.m.
Higher Bottom-Line Profits via Cost-Cutting Risk Management Techniques
David Diem and Gwen Chisolm, Safeco Insurance Co.
Find out about key loss prevention issues facing the home furnishings industry. Issues include warehouse safety, delivery safety, customer safety and asset protection (disaster planning and recovery).
Thursday, March 29
8:30-9:30 a.m.
How to Market in This New Era Where the Customer is in Control
Douglas Knorr, Knorr Marketing
Marketing and advertising in today’s new landscape requires that we walk a different path. No longer will product-centered, mass marketing habits serve us well. It will be imperative that we interconnect the emerging medias (traditional and Internet) with our focus on the customer. Branding today is more than a promise…it’s entirely about what we deliver! In this session you will be introduced to steps and practical ways that today’s successful marketers and advertisers are bringing traditional branding messages and the Internet together to gain a stronger knowledge of what their customers want and provide targeted lead generation from the Internet.
9 a.m.
Low Cost Marketing Strategies
Neil Gordon, The Designer‘s Coach
In your zeal to grow your business and generate quick leads, many designers go for the deceivingly easy strike: advertising. You can be drawn in by persuasive and talented advertising sales people with urgent special offers and empty promises of effectiveness, only to find that instead of leads, you’re separated from your money and your resources. Or, best case is that you have some leads but the cost per lead was exorbitant. Gordon will demonstrate new ways to have a constant flow of new leads. He will show you effective low-cost and no-cost ideas to keep the pipeline of leads flowing. There is no fluff here; the material in this seminar is industry-specific, just for interior designers. Reservations not required. IHFC Green, 11th floor, Club Level, High Point Room.
10:00am - 11:00am
Ten Steps to a Perfect Room
Sally Morse, Hunter Douglas
Go through the steps of where to start your decorating plan. She will instruct you how to add furniture, lighting, windows, walls, floors and accessories. The rules of thumb demystify the process of decorating and make anyone feel like a pro.
11:30 a.m.-12:30 p.m.
Relationship Selling — Building Now for the Future
Brad Huisken, IAS Training
Sit in on an overview of Huisken’s Relationship Selling Program. Learn the strategies and techniques that will turn potential customers into personal trade, repeat and referral customers. Hear the details of the “Circle of the Sale,” questions that should be asked, demonstration techniques, how to add-on and how to close more sales than ever before. He will also discuss a customer-friendly, effective way to turn objections into sales, and most importantly, what needs to happen after the sale.
11:30 a.m.-2 p.m.
The Re-mix Revolution
Raymond Waites, Raymond Waites Designs
Seminar and luncheon cost: IDS members, $25, non-members, $35. Seminar only: IDS members, $15, non-members, $20. Advance reservations required for luncheon. Call 800-888-9590, ext. 6115, for information. IHFC Green, 11th floor, Club Level, International Ballroom B.
Noon
Extreme Makeover: Retail Edition
Mary Liz Curtin, Mary Liz Curtin & Co.
What happens when an industry veteran, experienced sales manager and “retail expert” actually owns and runs a store? Join Curtin for an informative and amusing look at the first year in business at Leon & Lulu, the furniture, gift and accessory store she and her husband opened in 2006. You will learn how Leon & Lulu is building its brand, publicizing the store and setting itself apart from the big boxes. Complimentary box lunch. Reservations not required. IHFC Green, 11th floor., Club Level, High Point Room.
1-2 p.m.
Put Power Into Your Next Promotion
Bryant Dempsey, PSS-Power Promotions
Learn about promotions that are creative, image building, market share increasing, and most important, profitable. Review 10 Power Principles which include: how to plan advertising effectively; how to be creative; what the power selling words are; and how to offer more of what the customer wants and less of what you think they want. This seminar will be lively, informative and presented with props and video to demonstrate the effectiveness of the Ten Power Principles.
2:30-3:30 p.m.
Redesigning Your Business for the Future
Ken Guerrero, Buyology 101
There is an increasing number of retail furniture outlets chasing a static number of furniture consumers, and things are happening to bring the two forces back into balance. The world of retail is rapidly changing and retailers who are on the leading edge of the changes are going to be the retailers who thrive in the current retail climate. Learn how to think about the future of retailing by looking at and learning the lessons from other industries that have successfully made the transition to 21st century retailing.
4-5 p.m.
The Power of PR
Lloyd Princeton, Design Management Co.
Find out how to get media attention and get published. Whether you are a seasoned design professional or a student still in school, this lecture will outline the basic step needed for a successful PR practice. Attendees will learn what tools they need to establish contacts with press, as well as proper protocol for media follow-up. You will also receive sound advice on the benefits of quality PR and media relations.
Friday, March 30
9 a.m.
Retail Furniture and Interior Design: Happy Under One Roof
Lloyd Princeton, Design Management Co.
As more national chains offer “free design services” with the cost of a furniture purchase, it is becoming more challenging for independent professionals to make a profit on furniture alone. This program is dedicated to teaching interior designers how to make money doing what they love — design — while capitalizing on retail stores and servicing that market segment as well. Learn how to offer the services that clients need and get them to pay you for your expertise. Princeton combines 10 years of design industry experience with a background in sales and business management to guide professionals through business growth and satisfaction. Presented by IHFC. Reservations not required. IHFC Green, 11th floor, Club Level, Ballroom B.
Noon
Styles and Trends in the Home Accents Market
Jenny Heinzen York, Managing Editor, Home Accents Today
An exclusive review of current and emerging styles in home accents. The seminar will provide an overview of trends and new products debuting during the Spring 07 High Point Market. Complimentary box lunch. Reservations not required. IHFC Green, 11th floor, Club Level, Ballroom B.
Saturday, March 31
Noon
New Color Outlook for 2008
Christine Chow, The Color Assoc.
As we look toward a new decade, we are forecasting a more adventurous, multicolored aesthetic for home design. Chow will explain this trend from a macro-perspective, as well as highlight innovative products and companies in the marketplace that are pointing toward this new direction. Color stories from the association’s latest 2008-09 Interiors/Environmental palette will be discussed. Chow is the director of membership at The Color Association. Complimentary box lunch. Reservations not required. IHFC Green, 11th floor, Club Level, Ballroom B.
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Educational seminars set for market
Mar 25, 2007
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