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Doing Retail Right Retail Furniture Tip #3 From Bill & Lou: Every Item Has a Story to Tell

Furniture Industry News Update - Furniture World Magazine

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This is the third in a series or excerpts from a new book by retail furniture store design and planning experts Lou Kief and Bill Walls titled, "Doing Retail Right", a new book available from the major online booksellers in print and e-reader formats.  For more information on this book, or to order, visit www.DoingRetailRight.com.  

Everyone loves a good story and a great one can add value and importance to the item it describes. That story needs to go with it and someone excited and enthusiastic needs to tell it. Start the conversation with “Did you know.” It needs to come from the heart and never rote memorization. It needs to be filled with personal enthusiasm for the item. If it’s intriguing enough, buyers will tell the story over and over to their friends.

The legendary Judy Hymes of Georgian Lighting in the 70’s knew the power of storytelling. Judy and her husband Dan traveled the world finding and buying unique antique desktop items, often converting them into lamps. They would remember the history of each item and bring it home with the product. They meticulously reproduced the piece and the story was placed on a tag and attached; assuring it would be used as a sales tool as well as a value statement to justify the price.
Chances are, when you order an item from your supplier at market she told you a story about it. That story was probably part of what formed your decision to buy it. Have you shared it with your salespeople? Have you explained the power of a story and what it can mean to their paycheck?

Stories add value and help items sell themselves.

About The Authors: Lou Kief & Bill Walls live in Guadalajara, Mexico after a forty year career helping retailers create successful stores. They share their home with Katrina,a huge, not very lady-like, Neapolitan Mastiff, three Mexi-cats; Diego, Frida & Trotsky, and Rocco, a pushy Amazon Parrot.



“After building and remodeling over 3 acres of retail space with Lou Kief and Bill Walls I heartily recommend their professionalism, expertise, integrity and creativity! I would invite anyone looking to improve sales performance or their store’s professional appearance to read their book; “Doing Retail Right!” -George Moore, COO, Wilcox Furniture, Corpus Christie, Texas

“You have given RETAIL a BREATH! I am overwhelmed by the scope, the simplicity and the heartfelt delivery.” - Steve Drake, The Villages, Florida

“Retail ideas combined with Life Lessons. I read it as a call to action for veteran retailers who are facing a crossroads.” - Pat West, West Consulting

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