The National Home Furnishings Association announced that it will host 23 educational seminars October 17-20, 2009, at the Retailer Resource Center during the upcoming High Point Market. Seminars are free and will cover a wide range of industry-related topics designed to provide attendees with new ideas and strategies for their businesses.
The Retailer Resource Center (RRC) opened in a new location last market on the first floor of Merchandise Mart Properties’ Plaza Suites. During market, the RRC is home to numerous exhibitors who specialize in areas such as advertising, consulting, financing, software and much more. Visitors at the RRC will also find complimentary food, beverages and web access at the Retailer Lounge.
A complete listing of NHFA seminars follows:
Saturday, October 17
8:30-9:30 a.m.
Success in Spite of the Economy
Presented by: Philip Gutsell, GutSELL & Associates
You have squeezed all the fat out of your overhead and traffic is more difficult. Now what do you do? Phil Gutsell will show you the strategies and promotions that are getting profitable results in spite of the tough economic conditions. Included are case histories regarding advertising, gross margin and volume results. This is a must attend seminar for retailers that want to jolt their volume and margins back to where they belong and more.
www.gutsell.com
10:00-11:00 a.m.
It is Not Business as Usual in Today’s Challenging Real Estate Market
Presented by: Julius Feinblum, Julius M. Feinblum Real Estate, Inc.
Retailers must cut their real estate expenses, including rent, taxes and common area maintenance. Retailers must reposition and take advantage of lower rentals available. Retailers must dispose of non-performing locations unless they can adjust their pro-forma. Smaller 1-4 store players can take advantage of these low real estate prices. We will show you actual cases where these issues have been taking place. We will show you how to accomplish this ASAP. This might be the greatest retail furniture and bedding real estate opportunity since 1947.
www.furniturerealestate.com
11:30 a.m.-12:30 p.m.
Web Strategy 101
Presented by: Sharon Gillis, JGSullivan Interactive
Sponsored by: HomeFurnishings.com
Learn how to effectively plan and implement a website that delivers results. See what works to educate consumers about your products and services online and how to bring them offline and into your showroom to complete the sale. Learn the questions to ask before you build or redesign your website, how to use your website to drive traffic into your showroom, and current Internet trends and tactics for retailers. All attendees will receive a handout with online resources to help you learn and succeed with your web initiative.
www.homefurnishings.com
1:00-2:00 p.m.
GREENleaders Sneak Peek: Certified Training Preview
Presented by: Jeff Hiller, Sustainable Furnishings Council
Sponsored by: Sustainable Furnishings Council
GREENleaders is a certified training course that provides accreditation as an expert in sustainable home furnishings. This preview seminar is offered free to help you understand why this topic is so important, some of the product options that are available, the questions that almost inevitably come up, and the benefits of participating in the complete certification program to gain your own credentials. You will receive valuable information that you can apply in your own business immediately and get the answers you need to decide if the program is right for you. Intended for manufacturers, reps, retailers and designers. (1 CEU)
www.sustainablefurnishings.org
2:30-3:30 p.m.
When the Going Gets Tough, the Tough Take Action!
Presented by: Brad Huisken, IAS Training
Brad Huisken will lead participants through a fun and motivational seminar on Selling in Tough Times – Strategies to Maximize Sales. Brad will detail topics such as how salespeople can help “brand” the store, telephone campaigns, three responsibilities of a salesperson, handling objections, selling yourself and the store, customer follow-up, analyzing lost sales and much more.
www.iastraining.com
4:00-5:00 p.m.
Improve Your Warehouse, Delivery and Service
Presented by: Daniel Bolger, P.E., The Bolger Group
Dan Bolger will share practical tips to reduce costs in the warehouse, delivery and service operations. In this challenging economy, you can improve the bottom line by attention to key processes in training, inventory management, prepping, loyalty, trucking and presentation in the customer home. You will come away from this seminar with solutions that will boost profits while gaining customer referrals through their favorable furniture buying experience.
www.bolgergroup.com
Sunday, October 18
8:30-9:30 a.m.
An Overview of the Home Furnishings Industry
Presented by: W.W. “Jerry” Epperson, Jr., Mann, Armistead & Epperson
Using the latest statistics and proprietary research and forecasts, furniture research specialist Jerry Epperson will define where the industry stands and our expectations for the future.
www.maeltd.com
10:00-11:00 a.m.
The Five Most Common Management Skill Weaknesses: Their Symptoms & Solutions
Presented by: Ron Wolinski, Profitability Consulting Group
The area of management development and leadership are the most ignored in the retail furniture world, yet they have the greatest impact – the attitudes and performance of all associates. This seminar will present, based on thorough research, the 5 most common management skills that must be addressed, the solutions to their development and the impact on the organization.
www.profitabilityconsulting.com
11:30 a.m.-12:30 p.m.
Not Showing Up On Google? Learn SEO & Marketing Tactics to Improve Your Store's Rankings in Search Results
Presented by: Sharon Gillis, JGSullivan Interactive
Sponsored by: HomeFurnishings.com
Learn how to use Google to capture consumers who are using the Internet to make their furniture buying decisions. This powerful presentation will give you actionable SEO tactics, effective PPC campaign strategies for targeting furniture shoppers in your local market, and great web landing page design to bring consumers offline and into your showroom.
www.homefurnishings.com
1:00-2:00 p.m.
THE ROAD AHEAD: Where Green is Going and When
Presented by: Jeff Hiller, Sustainable Furnishings Council
Sponsored by: Sustainable Furnishings Council
The U.S. Government is identifying the green economy as the engine of future growth, pledging $120 billion and the promise of 5 million new jobs. Learn how all of this can benefit you in the home furnishings industry through an understanding of key legislation, consumer trends and new product developments, presented in a discussion format by a variety of experts including leading environmental groups like Rainforest Alliance and Forest Stewardship Council, USGBC/LEED accredited professionals, and Sustainable Furnishings Council staff and members. Intended for manufacturers, retailers and designers at any point in their own sustainability path.
www.sustainablefurnishings.org
2:30-3:30 p.m.
Maximizing Customer Opportunities
Presented by: Bob Moorman, JRM Sales & Management
The competition for each customer is more intense than ever before. Does your sales floor make it easier for your salespeople to sell? Do you understand how to truly evaluate salespersons’ performance? Are you able to help your salespeople improve? In today’s environment, you need to be at the top of your game to successfully compete. This seminar focuses on positioning your company to maximize the potential of every customer that calls or visits your store.
www.jrmsales-mgmt.com
4:00-5:00 p.m.
Increase Sales, Increase Margin and Improve Your Merchandise Mix by Using Retail Science
Presented by: Krisann Parker-Brown, Hearth and Home Technologies
Krisann Parker-Brown, who has 21 years in retail including 10 years at Target Corporation, will lead this seminar that will give you insights to help your business’ profitability and help you better serve your consumer. Topics covered include gender shopping behavior, product placement strategy, perceptions of value related to product placement, physical showroom layout tips, and psychological pricing strategy.
www.hearthnhome.com
Monday, October 19
9:00-10:30 a.m.
The VALUE Equation
Presented by: Connie Post, Connie Post Affordable Design SOLUTIONS
Attend this seminar and learn NEW IDEAS that will add true VALUE to your brand and dollars to your bottom line through store presentation and product selection! This is a fast paced and POWERFUL visual presentation by Connie Post that will change your business for today’s customer.
www.conniepost.com
11:30 a.m.-12:30 p.m.
Social Media - What It Is and How to Use It Effectively
Presented by: Sharon Gillis, JGSullivan Interactive
Sponsored by: HomeFurnishings.com
Learn how to get started with social media to connect with furniture shoppers using Facebook, Twitter, YouTube and blogs. See case studies of retailers who are successfully using social media to engage with their customers to build relationships and increase sales. Learn what to avoid when setting up your social media profiles. Get access to free online training resources.
www.homefurnishings.com
1:00-2:00 p.m.
DESIGN + FIND: Sustainable Interiors Made Simple
Presented by: Jeff Hiller, Sustainable Furnishings Council
Sponsored by: Sustainable Furnishings Council
Much is written on the theory behind green interior design, but this hands-on workshop actually demonstrates specific steps to put it all into practice. Written by a LEED AP and enhanced by product sample presentations from a range of green furnishings manufacturers, you will gain a complete understanding of what to look for in casegoods, upholstery and bedding. See how things are made. Feel the difference in materials. Walk away with map in hand to help you find the good stuff. (1 CEU)
www.sustainablefurnishings.org
2:30-3:30 p.m.
How to Host a Successful Event in Your Store
Presented by: Sarah Cooney, Circle Furniture
Circle Furniture will present a variety of successful options for hosting events like consumer seminars, charity events, etc. all designed to drive traffic to your store. This is an interactive session filled with real world examples.
No charge and no RSVP to attend.
NHFA Retailer Resource Center, Plaza Suites, 1st Floor
www.circlefurniture.com
4:00-5:00 p.m.
Five Reasons You Should NOT Train Your Furniture Salespeople!
Presented by: Mark Lacy, The Furniture Training Company
In this humorous, yet informative training session, we’ll talk about five reasons you shouldn’t train your salespeople to sell furniture. You’ll also learn why those reasons are wrong. Let’s talk (and laugh) about the reasons you aren’t doing what the best businesses do to stay successful. Come to this seminar and you’ll walk away with some easy, affordable and effective solutions to your training problems.
www.furnituretrainingcompany.com
Tuesday, October 20
8:30-9:30 a.m.
Leave a Legacy, Keep Your Sanity
Presented by: David Lively, The Lively Merchant
Unless you are over 95-years-old, you have never held a job or managed a company in such a time as this. Your world is changing, your customer is changing, and your company is changing. In fact, 60% of independent family business owners will transfer ownership in the next five years. Although there aren’t many nonagenarians among us, we can dig into the past to understand the future. President Roosevelt observed, “There is a mysterious cycle in human events.” Understanding how this cycle works will make or break your business. Bring your notebook, your thinking cap, and your debate skills to this comprehensive look at family business past and future.
www.thelivelymerchant.com
10:00-11:00 a.m.
Changing Times – Proven Techniques
Presented by: Stan Bossler, Bossler Design Services Inc.
In today’s changing, competitive retail market, proven showroom planning and visual merchandising techniques are essential tools for the successful home furnishings retailer. With well over one quarter of a century of showroom planning experience, Stan Bossler will guide you through showroom planning techniques including way finding, finishes and emerging design trends. Visual merchandising standards incorporating composition and lighting will be highlighted.
bossler@prodigy.net
11:30 a.m.-12:30 p.m.
Email Marketing: A Killer Tool for Tight Budgets
Presented by: Jeff Stanislow, Banker & Brisebois Advertising
Email marketing is an efficient and effective method for communicating to customers and potential customers while on a limited budget. It also lets you evaluate the effectiveness of each campaign with comprehensive tracking reports. Join Jeff Stanislow from B&B Advertising to discover why email marketing makes sense right now, and learn email strategies that work, how to get your message in the “inbox,” and much more.
www.bbfurnitureadvertising.com
1:00-2:00 p.m.
RETAIL BUSINESS REMODEL: How to Turn Your Sales Staff into Entrepreneurs
Presented by: Jeff Hiller, PROaction Marketing Group
This seminar is an instructional on capturing contact data, daily prospecting, soliciting direct referrals, networking effectively, doubling response to follow ups, and adding 20% to their sales totals each month entirely by their own efforts, all while making your customers feel valued, not harassed. Also provided is a proven, step-by-step procedure for getting customers to sign on the dotted line, including compelling presentation, price reassurance, timing reactions, anticipating objections, and asking for the order. The focus is on process, not style, that will work just as well for any of your staff, from the over the top promoter to the warm and friendly nurturer.
proactionnow@gmail.com
2:30-3:30 p.m.
Improve Your Customer’s Experience: POS is King!
Presented by: Mark Ricciardi, STORIS Management Systems
Transform your retail business by satisfying your customer demands faster and offering more personalized service through a robust Point of Sale solution. A retailer’s major asset is obtaining fast, reliable, real-time information. This seminar will provide retailers with the superior POS tools necessary to empower operations, including Business Intelligence, Inventory, eCommerce and much more.
www.storis.com
4:00-5:00 p.m.
Leveraging Consumer Insights for Profit Growth
Presented by: Chuck Mattina, Quixote Group
This seminar will reveal research techniques and methodology to develop consumer insights that will allow you to grow your brand. You will learn when to use it, when not to, and what you can and cannot tell from it.
www.quixotegroup.com
In addition to the 23 free seminars, a certified sustainability training program will be held at the RRC on Wednesday, October 22 from 9:00 a.m. until 3:00 p.m. The Sustainable Furnishings Council is presenting their GREENleaders six-hour certification course, which is designed to provide manufacturers, retailers, reps and designers with on-site accreditation as an expert in green residential. Modules include Environmental Concerns, Consumer Understanding, Product Sourcing, Sales Technique, Interior Design and Showroom Operations. Written by an accredited LEED AP, this is a fee-based course that requires registration. Contact Susan Inglis at susan@sustainablefurnishings.org for more information.
National Home Furnishings Association (NHFA) is the nation’s largest organization devoted specifically to the needs and interests of home furnishings retailers. NHFA’s membership comprises 2,800 corporate entities representing 10,000 stores in all 50 states and several foreign countries. For more information, visit www.nhfa.org.