Broyhill adopts sales strategy
By Larry Thomas -- Furniture Today, August 18, 2008
LENOIR, N.C. — Case goods and upholstery resource Broyhill is set to launch a sales strategy it calls “WOW,” which is aimed at improving relationships with retail customers through a variety of merchandising, promotion and pricing initiatives.
The WOW strategy eventually will be rolled out by all brands owned by Broyhill's parent Furniture Brands International, according to company officials.
“Broyhill is the perfect place to launch this strategy at the brand level,” said Ralph Scozzafava, FBI's chairman and CEO. “Broyhill's customer base ranges from single location independent dealers to national accounts. The consultative, fact-based sales approach that is the foundation of the WOW strategy works with customers at every level, and we maximize the upside leverage of this proven sales strategy by starting with Broyhill.”
The strategy consists of three core elements, which the company describes as Win at the Store, Own the Customer, and Work Together.
Mark Stephens, formerly vice president of national accounts at Furniture Brands, will shift to Broyhill to lead the sales team there.
“Mark has been the point person for rolling out the WOW strategy to Furniture Brands' five national account teams, and their early success has been impressive,” said Broyhill President Jeff Cook. “It just made great sense to leverage his knowledge and experience to lead the Broyhill sales team in implementing the WOW strategy.”
Stephens is replacing Don Webb, who is leaving Broyhill to return to the West Coast to pursue other business interests in the furniture industry.
In addition to Broyhill, FBI's key brands include Lane, Drexel Heritage, Henredon, Maitland-Smith and Thomasville.
