November 2010 Western Retailer

Jou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

www.WHFA.org

western retailerNovember 2010

celebrating 20 years

Color Psychology

Member Profile— Rudolphs Furniture

Western Home Furnishings Association500 Giuseppe Court, #6Roseville, CA 95678

CHANGE SERVICE REQUESTED

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StyleStyle

Emerald Home Furnishings®

The Castlegate Collection

December 9th & 10th, 2010Tacoma, Wash., USA

Contact your Emerald Sales Representative or call 253-922-1400 for details

. . .In Stock

Open House

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Showroom StyleColor Psychology: the Use of Color in Store Design ............................. 10

It’S All AboUt SAleS & mArketIngCoaching the Uncoachable! .......... 14

the trADe ASSoCIAtIon ADvAntAgebelonging to your trade Association: what’s in it for you? ...................... 20

It’S All AboUt SAleS & mArketIngCreate a Compelling Culture: A 7 Step Plan for Success .................... 22

EDITORIAL STAFF

Managing Editor: Melissa Dressler ............................... [email protected]

advErtising ManagEr: Cindi Williams [email protected]

graphic dEsignEr: Paul Fortunato ........................................ paulfdesign.com

2010 WhFa oFFicErs and EXEcUtivE coMMittEE

WhFa prEsidEnt

Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ ..............(480) 951-3239

prEsidEnt ELEct

Angel Lopez - Dearden’s, Los Angeles, CA .......................................(213) 362-9600

vicE prEsidEnt

Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID .........(208) 326-3407

trEasUrEr

Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ ...(480) 483-3327

sEcrEtarY

Lael Thompson - Broyhill Home Collections, Aurora, CO ..................(303) 360-9653

EXEcUtivE coMMittEE chair

Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA ..........(509) 933-2172

past prEsidEnts

George Nader - Nader’s La Popular, Gardena, CA ...........................(310) 327-8585

Cherie Rose - The Rose Collection, Los Gatos, CA ..........................(408) 395-7773

EXEcUtivE dirEctor

Sharron Bradley - WHFA, Roseville, CA ............................................(916) 784-7677

at LargE EXEcUtivE coMMittEE MEMBErs

Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500

Howard Haimsohn - Lawrance Contemporary, San Diego, CA ......... (619) 291-1911

Marvin Kerby - Kerby’s Furniture, Mesa, AZ ......................................(480) 834-3888

Karen Kohlman - West Harvard Furniture, Roseburg. OR ................(541) 673-4221

WhFa/nhFa Liaison

David Harkness - Harkness Furniture, Tacoma, WA ..........................(253) 473-1234

WhFa Board MEMBErs

Carol Bell - Contents, Tucson, AZ .....................................................(520) 881-6900

Buzz Burnett - Treasures Furniture, San Diego, CA ..........................(858) 586-1900

Gene DeMeerleer - Furniture West, LaGrande, OR ..........................(541) 963-5440

Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ .......................(928) 855-6067

Mark Flegel - Flegel’s Home Furniture, Menlo Park, CA ...................(650) 326-9661

Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA ...............(714) 210-4848

Travis Garrish - Forma Furniture, Fort Collins, CO ............................(970) 204-9700

Giff Gates - Gates Furniture, Grants Pass, OR .................................(541) 476-4627

John Grootegoed - Elite Leather, Chino, CA .....................................(800) 826-9971

Eric Harms - Black’s Home Furnishings, Yreka, CA ..........................(530) 842-3876

Jerome James - Hafer’s Home Furnishings, Manteca, CA ................(209) 823-2122

Julian Jeppe - Reeds Furniture, Agoura Hills, CA .............................(818) 597-7800

Chuck Kill - Bedmart, Tucson, AZ ......................................................(520) 887-7039

Tim Koerner - Koerner Furniture, Coeur D’Alene, ID .........................(208) 666-1525

Don Lemieux - Naturwood, Rancho Cordova, CA .............................(916) 638-2424

Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID ............(208) 983-1040

Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549

Michael Nermon - Ergo Customized Comfort, Irvine, CA ..................(949) 833-0338

Scott Selden - Selden’s - Tacoma, WA ..............................................(253) 922-5700

Mike Shuel - Meredith Furniture, Yakima, WA ...................................(509) 452-6221

Tom Slater - Slater’s Home Furnishings, Modesto, CA .....................(209) 522-9097

WESTERN HOME FURNISHINGS ASSOCIATION STAFF

Executive director: Sharron Bradley ...............................................(916) 960-0345

asst. Exec./Marketing director: Kaprice Crawford .........................(916) 960-0346

Business Manager: Janice Carlson .................................................(916) 960-0347

Events Manager: Cindi Williams ......................................................(916) 960-0277

operations/Warehouse Manager: Jef Spencer ..............................(916) 960-0386

Managing Editor & Webmaster: Melissa Dressler ..........................(916) 960-0385

Membership Manager: Michael Hill .................................................(916) 960-0263

Member services specialist: Margie Jacobs ..................................(916) 960-0199

Member services rep: Adam Gardner ...........................................(916) 960-0291

accounting assistant: Melody King ................................................(916) 960-2476

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table of contentsJou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

western retailer

Western Home Furnishings Association is the western affiliate of National Home Furnishings Association

contactPhone: (800) 422-3778 (12 western states)

(916) 784-7677online: www.WHFA.orgFax: (916) 784-7697mail: 500 Giuseppe Court, Suite 6

Roseville, CA 95678Facebook: www.facebook.com/WesternRetailer twitter: www.twitter.com/WesternRetailer

featured articles

RRCRETAILERRESOURCE CENTER

est.1944 western retailerACADEMYWHFA

in every issueIndustry Beat. . . . . . . . . . . . . . . . . . . . . . . . . . 8

Board Q&A Michael Nermon. . . . . . . . . . . . . . . . . . . . 8

Member Profile Rudolphs Furniture, Butte, MT. . . . . . . . . 18

Program of the Month: HR Questions Answered . . . . . . . . . . . . . 27

Western Retailer Celebrates 20 Years: One Thing I Have Learned in the Last 20 Years Is? . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Contact WHFA at www.WHFA.org or (800) 422-3778. November 2010 3

Jerome’s Furniture made a number of changes to make buying from them as easy as possible. One change was to offer GE Money financing at the beginning of the sales process so customers knew what they could really afford. Customers appreciate knowing their financing options up front and are more comfortable making a purchase decision. “By staying focused on selling furniture and creating the best customer experience with GE Money,” Lee Goodman says, “we’ll set ourselves apart, stay strong, and gain market share.”

GE Money is invested in Jerome’s Furniture.

gemoney.com

and thEy COME tO US FOr thE BESt CUStOMEr EXPErIEnCE.

JErOME’S COMES tO GE MOnEy

randy StEwartrelationship Manager, GE Money

lEE GOOdManPresident and CEO, Jerome’s Furniture

JEROMES 8.875x10.875 0910.indd 1 9/30/10 4:31 PM

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ON THE COVER

Interior shot of this month’s Member Profile Rudolphs Furniture, Butte, MT . For the complete story, see page 18 .

President’s Message

Fiesta Furnishings / Brix Home Scottsdale, AZ(480) [email protected]

Claudia LeClair 2010 WHFA President

As retailers, we all work hard at finding our niche in our trading area. Whether we operate a promotional store, mid-range, or a high-end store, we all strive to find and maintain the reasons for potential customers to enter our establishment and for customers to return. It’s a given that we work hard at Market to find the best product at the best price available, because we know today’s consumer is well aware of value and how it translates as far as quality and price. It’s also a given that we work hard at analyzing our marketing and advertising strategies so we know what is most effective for getting consumers in our door. But are we doing everything we can to keep our customers returning? Are we doing everything we can to assure that our customer will tell their friends and relatives about our stores? I’ve written in the past about loyalty, so I won’t go into that again, but instead I’d like to talk about “housekeeping”.

Housekeeping is one of the easiest and least expensive ways to keep your niche in the marketplace. But it’s often overlooked or we just don’t take the time. When I talk about housekeeping, I’m referring to the way our stores look from the eyes of our customers. Often we only see our stores from our own perspective. We all strive for repeat customers, because we know the odds of them buying are much higher if they have already purchased from us. So are we giving them a new experience if they do come in again? How often are we changing our vignettes? I think we’ve all experienced the phenomenon of moving a piece of furniture that we’ve had forever to the opposite end of the store, and low and behold... it sells! It actually happened to me last week. Make a conscious effort to move things around on a regular basis, especially at the entrance of your store. Put it on your calendar if you have to as a reminder. It will pay off in the long run, not only in sales, but your return customer will have a new, fresh experience when they revisit.

Paint is cheap—especially if you’ve signed up for the WHFA Sherwin Williams program! Are you changing paint colors in your store to keep up with the trends? As a side note, we found out that one of our warehouse employees previously painted houses to earn extra money. Guess what he’s doing in his down time now! And don’t forget fresh flowers at the entrance in pots. I could go on and on—but I won’t! Just remember to look at your store from your customer’s eyes. Keep your niche in the marketplace by paying attention to the details. Sometimes it’s the little things that set you apart, keep your stores interesting, and in the end make all the difference.

Jerome’s Furniture made a number of changes to make buying from them as easy as possible. One change was to offer GE Money financing at the beginning of the sales process so customers knew what they could really afford. Customers appreciate knowing their financing options up front and are more comfortable making a purchase decision. “By staying focused on selling furniture and creating the best customer experience with GE Money,” Lee Goodman says, “we’ll set ourselves apart, stay strong, and gain market share.”

GE Money is invested in Jerome’s Furniture.

gemoney.com

and thEy COME tO US FOr thE BESt CUStOMEr EXPErIEnCE.

JErOME’S COMES tO GE MOnEy

randy StEwartrelationship Manager, GE Money

lEE GOOdManPresident and CEO, Jerome’s Furniture

JEROMES 8.875x10.875 0910.indd 1 9/30/10 4:31 PM


western retailer

Editor’s Message

Last month’s magazine is available online at www.WHFA.org.

Melissa DresslerWestern Retailer Managing Editor

(916) [email protected]

Follow.us

Follow Western Retailer magazine and whFA on Facebook and stay up-to-date with the latest industry and whFA news.

visit these sites to “like” us today!

www.facebook.com/westernretailer

www.facebook.com/whFA

Do you Groupon? A new way of driving store traffic

Have you ever heard of Groupon.com? To be honest, I just learned about it a few months ago, but I am already intrigued by what it has to offer (and have started purchasing my own Groupons). With everyone cutting corners and watching their money, Groupon is one site that has exploded with business and has helped local vendors generate new business while saving customers money.

Before I get too far ahead of myself, let me explain how Groupon (Group + Coupon = Groupon) works. Every day, a local business posts a deal through the site that is then sent out via email to Groupon’s thousands of subscribers in that area. At that point, people are able to purchase the daily deal at a deeply discounted price, but only for a limited time (typically 24 hours) and the deal is only valid if a certain number of people purchase it—which spreads your message over various social media tools as subscribers often send the deals out to their Facebook and Twitter lists, in order to get the required purchasing volume. Once the deal has expired, Groupon cuts the business a check (listing your deal does not cost you any money but Groupon takes a portion of the final deal) and the new Groupon customers head over to your store and start shopping!

An August 2010 Forbes Magazine article on Groupon (which has now become the fastest growing company ever) mentions that the value of Groupon for the vendor is mainly new exposure. With many of the deals that are cut, plus the portion of sales that is shared with Groupon, the vendor may only break even on the actual deal—but the exposure to new customers who might not know your business exists is priceless.

Recently, Harkness Furniture in Tacoma, Wash., launched their first Groupon to the Seattle area and posted it on their company Facebook page. In 24 hours, 101 people purchased the Groupon for $25 and received $100 of shopping at Harkness Furniture. Just think about it… that is 101 more people coming into your store than the day before! I know that in this economy, many of you would love to have that many people walk through your door. Once you have the Groupon customer in your store, you can use this opportunity to serve them, meet their needs and in the end, make them a customer for life! Retail consultants Kizer and Bender also suggest giving the new customers a bounce back coupon or an additional “just for you” limited time offer to get them back into your store afterwards.

Check out Groupon.com and watch their informative videos on how the site works—you might even want to sign up to receive their daily deals! There are also competitor websites that serve the same purpose but don’t have as large of a following. One of these sites is LivingSocial.com (I also subscribe to their coupon offerings). See if this is a good fit for your company and try it out.

I hope you enjoy this issue and learn a new tip or two to improve your business.

6 November 2010 Contact WHFA at www.WHFA.org or (800) 422-3778.

A P R I L 3 0 – M A Y 2 , 2 0 1 1

River Walk photos Courtesy of the San Antonio Convention & Visitors Bureau

The opportunity to participate in a first of its kind All Industry Conference is here. A networking, leadership and educational event that provides content for each segment of our industry. An energizing agenda packed with workshops,

general sessions, open forums, and a dynamic Expo with vendors from all across the country. A focused schedule allowing ample time to share innovations and best practices. So join us and see more people, make more connections, share

innovations and find more resources. Come and experience what the conference and San Antonio have to offer, leave knowing you’ve experienced something very special.

2 0 1 1 H O M E F U R N I S H I N G S I N D U S T R Y C O N F E R E N C E

THE HEART OF THE INDUSTRY ...

DEEP IN THE HEART OF TEXAS ...

WHFA Ad Template.indd 1 10/1/2010 1:13:08 PM

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Q&A

boardmember

with michael

Every month tune

into Board Member

Q&A to learn more

about your WHFA

board members.

Q: what is your biggest challenge in furniture retailing?A: Competing with the tactics that some of our competitors employ. Sometimes

it’s a real challenge to present consumers with honest information and full disclosure in the face of misleading information. The current economy has stimulated a lot more of the unfair practices, such as inflated pricing/artificial “sale” discounts, unrealistic guarantees and Greenwashing.

Q: how do you describe yourself?A: I’m a dedicated industry veteran with a passion for my business and a vision

for the future. I will go after new frontiers if there is something inspiring that I can believe in.

Q: what is the most overlooked secret to success?A: A willingness to risk failure. When you make the effort to do the things that

others are afraid to, you are an innovator and a leader.Q: what are three words that describe you best?A: Visionary, Passionate, DevotedQ: what do you enjoy most about being a whFA member?A: Associating with some of the most talented entrepreneurs in our industry.

The annual Conference is always one of the highlights of our year, when we can get together with everyone to learn more valuable things about our industry, and attend those great seminars where we can “sharpen the sword” for success in the year ahead.

Industry Beat

Michael NermonPresidentErgo Customized Comfort2967 Michelson Drive Ste HIrvine, CA 92612(949) [email protected]

The Retailer Resource Center is Moving Locations this JanuaryExpanded Showroom in C-496 Will Feature a Larger Seminar Room, Pub and More Business Services Providers

The WHFA Retailer Resource Center at Las Vegas Market is packing up and moving to Building C in January. Conveniently located on the fourth floor near the escalators, elevators and the Building B breezeway, your access to all of the education, business tools and networking at Market just became much easier.

The expanded showroom will feature over 10,000 square feet of retailer resources to make the most out of your Market experience. A larger seminar room, more business services providers, Internet stations, charging bars and a friendly pub for buyers to kick back and relax during the hectic market week.

Stop by the Retailer Resource Center in C-496 during the Las Winter Vegas Market, January 24–28, see what we have going on and celebrate our grand opening.


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Showroom Style

There is no reality in retailing today, only perception. Customers make value judgments about your store within the

first 10 seconds of contact—it isn’t fair but we all do it. You’ve spent hours in stores because you felt comfortable being there. You’ve also walked into stores and walked back out just as quickly. Each stores’ décor had something to do with how long you stayed.

Store DecorThe first thing shoppers will notice inside

your store is your décor package; we say package

because all of the elements—walls, flooring, primary and accent colors, fixturing, signing, wall striping, etc., must work together to tell a single story.

There are two kinds of colors used in store décor: Primary Color (neutrals) and Secondary Colors (bold accent colors). The primary color should be 80 percent of your store’s décor; its job is to create a relaxed atmosphere for customers to shop. Your accent color(s) take up the remaining 20 percent of your décor. You can go with a monochromatic color scheme—the use of a single color in varying shades or a complimentary color

Color Psychology: The Use of Color in Store Design

Rich Kizer & Georganne Bender KIZER & BENDER Speaking! Owners


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scheme—creating a color contrast by selecting colors directly opposite each other on the color wheel.

Whenever we do a presentation on store design we always ask everyone to take a look around the meeting room. Convention centers and hotels work with interior designers to choose décor colors that make sure attendees stick and stay. We’ve yet to find a meeting room that doesn’t follow the 80/20 décor rule. Color plays a big role in how customers perceive your store, so before you run to the paint store, you’ve got to understand how color will affect your customers.

Color PsychologyOnce, after a presentation on store design,

a retailer sheepishly approached us and asked if we’d take a look at photos of his newly remodeled store—his newly remodeled BRIGHT RED store. The floors were shiny red, the fixtures were red, the walls were red, the checkout counters were red—you get the picture. Red is a great accent color because it stimulates shoppers to make quick decisions, but as a primary color it’s a bust. Too much red can be agitating. So we asked the retailer to place an associate at the front of his store for two weeks to clock how long customers stayed in the store. Just as we suspected, customers didn’t stay any longer than they had to, if they stayed at all. To get sales back on track, the retailer had to re-do his entire store.

That’s the power color has on your business.

Red is the color most used in packaging because of its “LOOK AT ME!” qualities—red grabs attention. Look closely at grocery aisles and you’ll notice that over 80 percent of the items have red on their labels. On the sales floor, red is most often used to announce a sale or a sharp price cut.

Red is an aggressive color that many people cannot tolerate in large doses. Exposure to the color red actually speeds up our metabolism. It has been proven to raise blood pressure and increase respiration rates. Too much red can make people anxious, even angry. And like our retailer friend found out, too much red can drive customers away.

Pink is a happy, romantic, light-hearted color. There’s a reason Pepto-Bismol is pink; like the color itself, it’s soothing. Sports teams have been known to paint guest locker rooms pink to drain the opposing team’s energy. But you have to be careful with pink: it’s a two-faced color. The best illustration of this is a study conducted on dangerous prisoners. When the prisoners where locked in a cell with pink walls, the color calmed them—for about 20 minutes. After that, the color made the prisoners more violent than before they entered that pretty pink cell. Immediately after reading this study, Georganne painted over the pink walls in her then tween

“Your store décor must do two things: make shoppers feel comfortable in the store, and most importantly, let the merchandise shine .”


western retailer

daughter’s bedroom. It’s green now; you’ll find out why in a minute.

Orange just makes people happy. It’s the color of energy and enthusiasm, and it has a positive affect on people. Orange is a motivating attention-getter that just makes you feel good.

Yellow is an optimistic color. It’s warm and cheery—the color of the sun. Have you ever wondered why legal pads are yellow? The color is supposed to help with concentration. We see yellow before we see any other colors. It’s especially effective when used with black, that’s why “Caution” and other important signs use this color combination. But too much yellow can be hard on the eyes, causing fatigue or agitation—not good for quilters. And there are plenty of studies that show babies cry more in yellow rooms.

Green is calming and refreshing, the color of nature. A popular color in home décor, studies have shown that green is relaxing and the easiest color on the eye. That being said, be careful of using too much dark green in your store décor; it’s too easily equated with money. You want customers to shop in peace, not be concerned with the money they are about to spend.

Brown signifies warmth and security. It’s a stable, dependable, down-to-earth color. Lately, brown has moved uptown, becoming all the rage in home décor and fashion—we’re seeing a lot of products in combinations of brown and pink, and brown and teal. Various shades of brown in leather and wood have always been popular choices for store fixturing.

Blue is the poster child color of interview attire because it represents trust and loyalty and confidence. The 80/20 rule works with clothing, too: turn on the TV and you’ll see politicians and anchormen wearing dark blue suits with bright ties.

Blue is used in office settings because studies show people are more productive when surrounded by it. It’s also said to lower your pulse rate. Blue is commonly used in airplane décor because of its claming qualities. And hospitals rely on light blue to help with healing and to invoke feelings of tranquility.

Purple is a rare color that doesn’t happen too often in nature. Perhaps that’s why it’s widely considered the color of royalty. Purple is typically used to symbolize luxury, wealth and sophistication.

White is clean and bright. It’s used to portray light and purity. White has been

referred to as the absence of color and also the color of perfection. While it’s a good primary color, it’s hard to take when used all by itself. There used to be a designer shoe store in Las Vegas that was done entirely in white. From the outside the store glowed, and the merchandise really stood out. Inside, the décor was too stark and too bright. It took a few moments for your eyes to adjust, not exactly a good thing when the goal is to make customers spend quality time in the store.

Black is at the other end of the spectrum. It’s been described as the presence of all color and it’s an attention grabber. Black really makes merchandise pop; that’s why it’s a favorite décor choice in electronics stores. It can make a space seem smaller, the same way a black suit can make you look slimmer. Black is a good color to paint a high ceiling. By making the ceiling almost disappear, the space becomes more intimate.

At the end of the day, your store décor must do two things: make shoppers feel comfortable in the store, and most importantly, let the merchandise shine. You’ll want to choose a color scheme that suits your merchandise, your space and your brand identity. And as always, if you’re not sure what to do first, give us a call or drop us an email. We’re always good for an idea or two!

Rich Kizer & Georganne Bender are professional speakers, retail strategists, authors and consultants whose client list reads like a “Who’s Who” in business. Companies internationally depend upon them for timely advice on consumers and the changing retail market place.

In 2010, they made Meetings & Conventions Magazine’s list of Meeting Planners Best Keynote Speakers; they’ve also been named “Two of Retailing’s Most Influential People.” And with good reason: Rich and Georganne are experts on generational diversity, consumer trends, marketing and promotion, and everything retail. They are widely referred to as retail anthropologists because they stalk and study that most elusive of mammals: today’s consumer. For more information, contact Kizer and Bender at www.kizerandbender.com or (630) 513-8020.

The 80/20 Color Rule

The primary color should be 80 percent of your store’s décor; its job is to create a relaxed atmosphere for customers to shop.

PRIMARY

Your accent color(s) take up the remaining 20 percent of your décor.

SECONDARY


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western retailer

It’s All About Sales & Marketing

CoaChing the UnCoaChable!

A few weeks ago I had the pleasure of having dinner with a fellow speaker, trainer and friend. He and I were both speaking at

a trade association show. Prior to his seminar, we were talking and he was asking me a lot of questions about the participants, the group and the industry. This professional speaks to a wide variety of industries and different types of businesses, from retail to wholesale and large corporations to small independents. This highly respected, highly sought after professional was seeking as much knowledge as he possibly could about the group to whom he was about to speak. Imagine that, a professional seeking knowledge and education from an outside resource.

At dinner, he mentioned to me that one of the biggest issues with independent businesses is that the owners are uncoachable; and that you cannot coach the uncoachable. His words didn’t immediately sink in. In fact, it was a couple of days before I really got it. Once I got it, I got it. In the past six weeks, I have had the opportunity

to speak at tradeshows and conferences in Washington, D.C., Las Vegas (twice), Toronto, Ontario, London, England, Columbus, Ohio, and Coralville, Iowa, for pawnbrokers, jewelry stores and furniture stores. At all of these tradeshows, the same pattern is seen repeatedly. Each convention has free educational seminars where retailers can come and listen to and exchange ideas that have to do with improving their business. There are numerous speakers dealing with everything from personnel, sales, sales management, advertising, marketing, social networking, website design and promotion, legal aspects for the various different types of retail, and most any other topic you can think of when it comes to having an opportunity to learn from the industry experts.

At one particular show, they had tables set up where the participants could go and get free advice from nine industry experts. All the participants had to do was either make an appointment or just show up. At a show where

Brad Huisken IAS Training President


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there were some 650 retail store owners in attendance, less than 5 percent of them actually came to the industry experts to talk, seek advice, or try to learn something to give them an extra edge. Let me say that again—less than 5 percent took advantage of this free service. Kind of speaks to not only the state of the industry, but the state of the country as well doesn’t it?

Amazingly, most of the people that came to talk were the people that are already the most successful in the group. One young man that came to talk to me has grown his store from under a million dollars in volume to over three million dollars in volume in the last few years. He said to me that once he decided to implement the systems we had installed several years ago, the company grew at an incredible pace, in a down economy, due to the systems and other circumstances. He now wanted to know what he needed to do to reach his next milestone of five million in sales. This same type of scenario was repeated several more times during the show and that’s when it really sunk in.

Learn to Be Coachable This young man is coachable

and wanted to be coached. If you are not coachable, or don’t seek the knowledge to know what you don’t know, how can you possibly coach your people? You can’t! The most successful people are those that seek knowledge and education at every level. The people that are the movers and shakers are the people that are always looking to industry experts and professionals to reach the next level. They have a line on their expense report devoted to personal growth and development, and invest in themselves and their people. They know that their people are their most valuable asset. It seems as though within every industry you have the mover and shakers that have committed themselves to training, coaching and instilling an environment of personal growth and development within their business. These people are continually increasing sales and profits and growing their businesses.

On the other hand, you have

the people that are not involved with their industry trade associations, don’t attend the free educational seminars, wouldn’t think to invest in the growth of their people and who basically believe that they know everything or that they will learn over time at the school of hard-knocks.

These people worry me. They are the

“In order to grow your business, to reach the next level, you must seek knowledge .” continued on next page


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uncoachable; who don’t know what they don’t know and have no interest in trying to figure out what they don’t know. Further, they don’t have the time or the desire to participate in any of the industry functions.

At dinner with the other trainer that I mentioned, we were talking about business owners and wondering “why” they aren’t coachable. I believe there are numerous reasons, which include arrogance, ignorance, complacency, ego, time, thinking they already know everything they need to know, money, they have gotten comfortable, fear—the list goes on and on.

In order to grow your business, to reach the next level, to survive tough times, maximize your opportunities, reach your goals and lead the good life, you must seek knowledge.

Be humble and realize that you don’t know what you don’t know and there is nothing wrong with admitting that you need help. In fact, it is admirable. It is also exactly what the most successful people are constantly doing.

I know what some of you are thinking, “What if I spend the time and money and invest in my people, and then they leave?” My answer is, “What if you don’t and they stay! Then you are in the same condition that you were in before. If you keep doing the same things over and over again, how could you expect any different result?” Some are thinking, “Training is expensive, and I can’t afford it right now.” My answer is, “I know training is expensive, but not training is even more expensive! If you can’t afford it, that is the very reason you need it.” Some are thinking, “I don’t have time to do the training and last time I trained my staff it didn’t work.” My response, “Make the time; your business and your people deserve it. What didn’t work? Was it the training or was it the follow-up after the training that didn’t work?” I will be the first to admit that sales training doesn’t work if it is just an event. If training is a consistent, ongoing, never-ending process, then it works very well. The day of the retail clerks are gone and will never return, the day of the highly trained, retail sales professional is upon us right now. If your people don’t want the training, don’t want to be successful, don’t want to make more money, don’t want to grow the business, don’t want to be above average, and don’t want to be professionals, then get new people.

Further, I have to say to salespeople, that if your company doesn’t want to offer training, doesn’t want to improve, would rather give you hell than help, has gotten complacent, is just existing, doesn’t create an environment of

personal growth and development where you can flourish, then get a new company.

Any business that is standing still and waiting for things to happen is going to get passed by. Any business owner that thinks they know everything and doesn’t constantly seek knowledge and a better, more profitable way of doing things, are on their way to failure. I can’t say it often enough or loud enough, the people within an organization will determine the company’s success or failure. Invest a little time and attend the free seminars that are available. Attend educational seminars. Start a training library of books, CDs and DVDs. Pick up a trade journal and read about the new and exciting innovations happening in your industry. Be curious. Do not let complacency in. Be progressive, try new things. Train yourself and your people. Most of all, be coachable. Then, and only then, will you be able to be the coach that your people expect that you will be, and the coach that you had always hoped that you would be.

Author, trainer, consultant, and speaker Brad Huisken is president of IAS Training. Mr. Huisken authored the book I’m a Salesman! Not a PhD. and his new book Munchies For Salespeople, Sales Tips You Can Sink Your Teeth Into! In addition he developed the PMSA Relationship Selling Program, the PSMC Professional Sales Management Course, The Mystery Shoppers Kit, along with Aptitude Tests and Proficiency Exams for new hires, current sales staff and sales managers the Employee Handbook & Policies and Procedures Manual and his new Weekly Furniture Sales Training Series. In addition, he publishes a free weekly newsletter called “Sales Insight” For a free subscription or more information on training, contact IAS Training at (800) 248-7703, [email protected] or fax (303) 936-9581 or visit the website at www.iastraining.com


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western retailer

Member Profile

Melissa DresslerWestern Retailer Managing Editor

After a long journey across Russia, Siberia, Manchuria and the Pacific Ocean, immigrant Kalman Rudolph arrived and

settled in the town of Butte, Mont. At the time, Butte was a fairly large mining town and the population was full of people needing home furnishings. Seeing the needs, Kalman set up his own furniture business selling used furniture called the Butte Furniture Exchange.

Eventually, Kalman’s sons, Lewie and Newt, began working in the business. In 1939, a new building was purchased and the store was relocated. The name evolved from Butte Furniture Exchange, to Rudolphs Standard Furniture. Lewie and Newt worked alongside their father until he passed away at the age of 92. Together, they expanded the business again in 1965. Eleven years later, another generation of Rudolphs joined the business when Lewie’s son, Mike, came on board. Today, Rudolphs Furniture is known as Montana’s Oldest Furniture Store and there are four Rudolph family members, spanning three generations, still working in the business: Mike and his wife, Pam, their son Max, and Lewie. “Lewie still comes in every day,” Mike said. “He comes in and makes sure we are all working hard every day. He is our chief supervisor.”

As the years progressed, the business

continued to grow. The showroom is comprised of 28,000 square feet and the warehouse is 7,500 square feet. The showroom and warehouse are housed in three connected buildings in the historic part of Butte. On February 18, 2003, the Rudolphs were preparing to open up a new showroom when a portion of the building caught on fire. “The fire essentially hit our warehouse and the top story of the building was gutted,” Pam said. “The way our buildings are set up is a little unique, so the top stories are actually at the alley level and you come down two stories, and it is street level. The fire started in the alley by arson, so the top story was gutted.”

“It took about six hours for them to get the fire out. Water leaked down to the main floor on one side of the building and there was heavy smoke damage everywhere,” Mike added.

After the fire was extinguished, Mike and Pam had to remove everything from the building. About 20 percent of the inventory was not salvageable due to smoke damage, but the rest of the items were able to be saved and sold in an off-site fire sale. “We had our fire sale off premises while our contractors were rebuilding. We did it all within 99 days—from the day of the fire until the day we reopened the main building again,” Pam said.

A year later, they decided to purchase the

Rudolphs FurnitureButte, MT


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At a GlanceType of Store: Full-lineFounding Year: 1919Employees: 8Number of Store Locations: 1 WHFA Member Since: 2005www.rudolphsfurniturebutte.com

building next door to their store. Shortly after purchasing the new building, another fire broke loose—less than 18 months after the fire in the main building. “The second fire was quite a bit different, and it was in a different building,” said Mike. “We hadn’t put a hole in the wall yet to connect the two buildings—the contractors were supposed to start in about 10 days, so it just delayed the construction. Again there was extensive smoke damage, so we had to wash all of the walls and carpet and started all over again with restocking the showroom. The business wasn’t down nearly as long as it was with the first fire.”

After both fires, there was never a doubt in their minds about moving or closing the store. The Rudolphs Furniture staff pulled together each time to move forward and continue to offer customers a great shopping experience at Montana’s Oldest Furniture Store. Customers enjoy and trust the longevity of Rudolphs Furniture and know that they will be there to see everything through during the sales process. “I think that in the economic times that we are experiencing right now, it is a comfort for customers to do business with a store that has been around for nearly a century,” Pam said. “We are going to be here down the road if the customer has an issue, and we are going to help them out.”

Along with their longevity in business, Rudolphs has also had a great longevity with their employees. Rudolphs employs eight people—four of which are a part of the Rudolph family and four others who are treated like they are a part of the family too. “We treat them like we would treat our family,” Pam said. “Most of our employees have been with us for a very significant amount of time. We are lucky that we don’t have a lot of turnover.”

One family member that has transitioned into becoming a full-time “spokesperson” for Rudolphs Furniture is Mike and Pam’s dog, Monet. “We never thought we would have a dog

in our business, but when we had her spayed as a puppy, she had to either wear the cone and stay home, or come to work with us so we could watch her,” Mike said. “She ended up coming to work with us and we strapped her down in the back area. Well people kept coming in to see her. Now she is on all of our TV ads and she is always in the store. You wouldn’t believe how many people come into the store just to see her and meet her. They even bring her treats!”

In the future, Mike and Pam look forward to building sales back up to where they used to be prior to the downturn. They also look forward to helping their son, Max, transition into the business more, “We are too young to retire, so we will be working for a lot longer, but we will start expanding Max’s responsibility within the organization as time goes on,” Mike said. “I think the Next Generation-NOW group will help with the transition too as he starts to learn more.”

Mike and Pam’s other son, Ron, is currently attending the University of Montana in Missoula and while he hasn’t come out and said he is interested in the family business, he has hinted to his parents that he might be eventually. “Every so often, he gives the indication that this is what he would like to do, but I think he would like for us to move the store to Missoula,” Pam said. “I think there is a chance that he will come into the store, but we will leave that up to him and see how it evolves.”

One thing the entire family is sure of is that they will be celebrating their centennial in nine years. “Celebrating our centennial is my biggest goal for our future right now,” Pam said.

Over the last 91 years, Rudolphs Furniture has shown that they can withstand anything that is thrown at them. Whether it is fires or economic downturns, they always keep a positive attitude and find ways to achieve success. Mike, Pam and the rest of the Rudolph team will continue to be Montana’s Oldest Furniture Store for years to come.

Photos by Walter Hinick/Montana Standard

Rudolphs Furniture, 1919Rudolphs Furniture, 2010


western retailer

One of the most frequently asked questions with regard to WHFA membership is, “What can the

Association do for me?” The answer, quite frankly, depends on you.

You invest money in a business as well as your time and energy. The degree of success depends on the talents, time and energy expended, even more than the amount of money invested.

The same holds true for associations. Your dues-dollars represent an investment, just as it does in your business. There are certain functions and services that the association, acting in concert with its membership, can perform—but to be successful in its efforts, the association requires the support and involvement of its members. It needs the collective thinking of all concerned to formulate plans, and it requires the physical effort of its membership to put those plans into operation.

A trade association is a collection of industry

leaders who are intimately involved in providing timely information specific to your business. They understand the challenges you face and more important, some of the solutions that will work in solving common problems. The problems facing our industry today affect every member, no matter how large or small. And, since no one individual could possibly begin to solve these problems alone, it remains that each person needs his or her industry trade association for the collective wisdom, bargaining power and networking opportunities that help create a sustainable and successful business.

Most business professionals that are not members of a trade association do not realize what kind of opportunities they are missing out on. Whether you are starting out in a new business or a seasoned professional, joining a trade association relevant to your industry can deliver significant benefits.

The Trade Association Advantage

Belonging To Your Trade associaTion

What’s In It For You?

Kaprice CrawfordMarketing Director WHFA


western retailer

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Here are just a few of them:

1. Networking: If for nothing else, membership with a trade association affords ample opportunities to network and connect with like-minded business professionals, talking with others who really understand the problems your businesses face. Plus it’s also a place to find out what others with the same experiences have done to cope and thrive.

2. Education: Trade associations offer valuable resources for its members to acquire further skills and expand their business success. Many associations offer magazines, newsletters, seminars and annual conferences designed to enhance members’ business development.

3. Gain a Competitive Edge: Trade associations can give you a competitive edge since it gives you access to the latest industry trends. This means they can often provide information not available elsewhere, such as surveys on wages and benchmarking tools used to position yourself sensibly in relation to your competitors.

4. Discounts: Associations can obtain special discounts and pricing for members when it comes to business services because of the collective bargaining power of the entire group.

Now there’s the price of membership of course—but before dismissing the idea, check out your trade association and see what benefits it could offer you. Too often, retail owner/managers are like isolated islands, consumed with daily operations and cut off from their larger industry except for attendance at the occasional Market. For people in this situation, associations can be an important resource for information, assistance and support.

“Every man owes a part of his time and money to the business or the industry

in which he is engaged. No man has a moral right to withhold his support from

an organization that is striving to improve conditions within his sphere.”

–Theodore Roosevelt


western retailer

It’s All About Sales & Marketing

In the midst of one of the most challenging economic climates we’ve experienced in many years, there is an opportunity for

home furnishings retailers to actually grow their businesses.

Creating a compelling culture can be the key to carve out a new strategy for success in these uncertain times.

This article will present seven steps that can be the guideline to help retailers increase sales and profits and cultivate a more loyal following of customers. It allows for and requires creative thinking to make it work.

“For the times they are a-changin’!” - Bob Dylan

Things really are “a-changin’” and it is important to recognize three trends that will most certainly affect consumer shopping and buying choices.

Consumer MindsetAs a result of the slow economy, consumers

are re-prioritizing their needs and wants. They are spending more time at home and are taking on an appreciation for more simple things.

Environmental MovementGreen is not a fad, it’s a cultural shift that

goes well beyond recycling. Consumers are gravitating toward companies that offer products and support causes that benefit the environment and society.

Social Media In his ground-breaking book Socialnomics,

Eric Qualman states, “Social Media is changing the way consumers and companies communicate and interact with each other.” People are paying less attention to what companies say about themselves, and are consulting with their social network peers to decide what and where to buy.

Retailers can ill afford for customers to have negative experiences, because word of mouth now travels at light speed. There’s a new boss in town.

Gerry Morris Industry Expert

Create a Compelling Culture

7 STEPPlan for SucceSS


western retailer

Why is Culture Important?In retail, most everything can be copied

except for a company’s identity, reputation and culture.

To fully appreciate the power of culture, let’s take a look at some companies in other categories. Apple, Whole Foods, Starbucks and Zappos are, in a sense, good comparisons to our industry in that they all deal in products that most consumers use every day. When that’s the case, there is tremendous competition seeking to grab a share of an enormous pie.

What do these companies have in common? • High-quality products• No focus upon pricing, sales, or

discounting to drive business• Unique and enticing environments• Outstanding customer experiences

But there is another common trait that has propelled them to the top of their respective categories. All have created such a compelling culture that consumers want to step into their world, take a piece of it home, tell others and go back for more.

The new cliché is, “Create unique buying

experiences,” but I say unique can be horrible and not everyone that visits a store buys.

Why not create an experience that so far exceeds expectation that most every guest, not just buyers, can’t wait to tell others. “Even if you don’t need furniture now, you’ve got to go there, it’s awesome!” How does a retailer create that kind of culture? Here’s how:

Create A New ApproachUnfortunately, especially in slow economies,

many retailers use the tired old low price, long financing and free service message to attract shoppers. While it does increase traffic, this “swing the door” promotion kills profits, sabotages Retail Sales Associates (RSA’s) and does nothing to create customer loyalty. Customers are motivated to seek and prioritize the “bang for their buck.”

With the changing consumer mindset described above, retailers can just connect the dots. What better products are there to invest in than home furnishings? Shout it from the rooftops!

I call it, “giving a glimpse of what life could be,” lifestyle images and messages that engage the imagination. Preconditioning the customer

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changes expectations. Inspired imaginations evoke the emotions that compel people to take action. That same message can be communicated by RSA’s directly to shoppers. “More and more people are choosing to invest in quality furniture to make their homes a sanctuary or haven.”

Create Real CustomersThomas J. Winninger in his book, Bullseye,

says that all customers are not customers, some are just transactions and will never recommend nor buy from a company again.

Instead of trying to be everything to everyone, its important to identify what he calls “stakeholders” and gather good information from them to know how to effectively expand business by developing more long-term relationships.

The best way to collect and compile good information is to standardize a list of simple questions that all RSA’s should ask every customer everyday.

• “Why did you come to us initially?” • “What keeps you coming back?” • “What could we do for you that we are not already doing?”

This information must be documented so it can be analyzed to create the best course of action for companies to take in all areas of their business

Create a NicheTo gain recognition, and separate from

the competition, retailers must identify their strengths and unique traits and leverage them to differentiate and create a niche in crowded market places. Maybe Oscar Wilde said it best, “Be yourself; everyone else is already taken”.

But author Seth Godin, in his book Purple Cow, says even that is not enough. Godin states that “successful companies must either become remarkable or else they will become invisible.”

Retailers should find something “udderly” (sorry, I couldn’t resist) I mean utterly unique and even quirky to create curiosity and keep people talking. That will be up to individual retailers to determine, but Seth’s book has a lot of great ideas and is well worth reading.

Weir’s Furniture Village in Dallas has an “ole timey” General Store within their store. You can smell the homemade cookies baking as soon as you cross the door.

Create An Exciting Environment

With the overwhelming majority of furniture buying decisions being made by women, a great place to start is to view every aspect of a store

visit from her perspective. Never wait until something needs cleaning or

straightening. Create a daily checklist of chores to keep the store in first class order with attention to detail. Many “just lookers” saw something they didn’t like.

Tap into emotion with an enticing multi-sensory environment of display, lighting, music and sounds, snacks and beverages.

Keep things fresh. Customers love to be surprised by what they find each time they visit a store. Redecorating and re-merchandising the floor should be an ongoing process.

Create AdvocatesThrough customer service issues, retailers

can create advocates or assassins according to JD Powers Book, Satisfaction. Customers that have a problem resolved to their liking think more favorably of a store than if they never had a problem.

Customer service should be job one for every employee, not just a department. Policies should be customer friendly, but based upon principles of integrity and fairness. It’s not right to appease an abusive customer and hold the line on others. Word can quickly get out to “throw a fit” to get what you want.

Communication is the key. Customers will be more patient if they believe someone is working on their behalf.

Make the delivery of goods a wonderful experience for customers. The delivery staff should be ambassadors for a company.

Create A Higher PurposeMore and more people are seeking out

companies and brands that support causes that benefit the environment and society. Retailers can set the standard for recycling and energy efficiency and proactively lead or support efforts that benefit their community.

• Offer helpful seminars with experts in various fields.

• Make presentations to companies or organizations and offer them incentives to do business.

Think outside the box. One young RSA convinced his company to do mattress road shows at retirement communities. Genius! 4

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“Culture: The set of shared attitudes, values, goals and practices that characterize an institution, organization or group .”


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Create a Culture From WithinWhile all the suggestions listed above are

important in creating a culture, the best way to attract and create loyal enthusiastic passionate customers is to attract and create loyal, enthusiastic, passionate employees.

Empower RSA’sRSA’s may be the only touch-point shoppers

have with a company. Research shows that most shoppers ultimately buy from someone they trust. Retail sales is demanding. It’s important to have confident, competent, caring career professionals and make it worth their while by addressing their quality of life issues.

Have A MissionSwitch from selling to serving. People can

perceive motive and if a company’s main focus is sales and profits, empowered shoppers will elect to shop elsewhere.

Write out a mission statement and create core values. Go over them in daily preparation meetings

to make sure everyone is on the same page. Delivering Happiness In a Box by Tony Hsieh, CEO of Zappos, sets the standard for creating a company culture and should be must reading for every company dealing with the public.

Create Success!In the long run, home furnishings will always

be one of the best categories of consumer goods to sell. But it’s important for retailers to adapt to changes in order thrive. Implementing this seven step plan can help do just that.

Gerry Morris is an author, consultant, training coach and a member of the National Speakers Association. With more than 20 years of experience in the home furnishings industry, Gerry has helped manufacturers, retailers and RSAs around the world increase their sales. To find out what Gerry can do for your company, call (903) 456-2015, email [email protected] or visit www.innerspring.net.

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Why do so many of us have back problems today? In part, it’s the way our work and lifestyle has evolved. As

people grow more sedentary in an increasingly automated world, we’re doing more sitting and adding extra pounds. As a result, our backs are becoming more vulnerable to injury.

Sitting, especially slouching, is one of the most common positions during our waking hours. It also happens to be one of the worst positions for our backs, by putting continuous pressure on the lower back muscles and disks.

Low back pain is a warning that something is wrong. Recognize this warning and take steps to prevent a back problem from getting worse. Here are some helpful suggestions if you sit for long periods during the course of your workday.

Choose the right chair, a chair that supports the length and width of your back with adjustable armrests and a seat height you can adjust.

Sit smart. Sit straight and close to your work, don’t slump forward. Your buttocks should rest against the back of the seat. Your knees should stick out a hand’s width beyond the edge of the chair with your feet resting comfortably on the floor or footrest.

If possible, get up regularly and stretch or,

shift your sitting position at least once every 30 minutes.

Vehicular vibration adds additional stress to the backs of those who drive long distances. Here are some back comfort tips for delivery drivers.

Position the seat forward so that your knees are bent. If the tilt of the seats can be adjusted change the angle slightly every so often.

Placing a cushion at the small of your back and sitting in a slightly reclining angle may ease pressure on your lower back while driving.

Change your sitting position frequently or get out of the vehicle every hour and walk around for a few minutes.

Some other suggestions which reduce stress on your back include: sleeping on a firm mattress, controlling your weight and getting some exercise.

Don’t Sit Stillfor BackPain

Make Sitting A Pleasure Not, A Pain

Safety Spot

Kaprice Crawford WHFAMarketing Director and WHFA Safety Director

For additional information on safety issues, please visit the SAFETY SPOT at WHFA.org or contact your WHFA Safety Director, Kaprice Crawford at (800) 422-3778.


western retailerretailer

How do I terminate a problem employee without being sued?

Are all salaried positions considered exempt?

What is the proper way to handle disciplinary problems?

Are Human Resource questions like these affecting your business? Well, WHFA can help. Your association has paid the retainer for all WHFA members to have Free access to one of the largest most successful labor, employee relations, HR and Workplace Safety Consulting firms in the Nation—American Consulting Group, Inc (ACG).

American Consulting Group’s team of HR/Labor/Safety specialists can assist your business with State and Federal employment and safety compliance regulations or employee relations issues unique to your company.

ACG’s staff includes operations and human resources specialists, former union officials, attorneys, OSHA & Environmental safety compliance specialists and bilingual consultants.

With this free program you can quickly obtain accurate guidance to any employment relations issues including: hiring, termination, wage and hour laws and regulations, affirmative action plans, OSHA/ Environmental safety compliance, harassment, discrimination, employment policy development, leaves of absence, employee opinion survey analysis and other

areas of either state or federal regulations and requirements for employers.

This free WHFA Member service provides unlimited phone, fax and email access to ACG’s consultants, attorneys and business professionals.

Plus: • Access to entire data library (Reference

volumes on EEOC, wage and hour laws., Arbitration Reports, wage, Bureau of National Affairs, California Employment Law, personnel forms and many other resources.

• Access to ACG’s network of outside experts.

• Additional services at reduced fees• On-site Human Resources and safety

audits.• Attendance at seminars and training

classes conducted by ACG.• Third-party Human Resources Function

Auditing• Employee handbook Review• HR Compliance and Management

support • Services: employment classification

(“exempt” and “non-exempt” auditing)• Harassment and Management Training.

The answers to your HR questions are just a phone call away. Let your membership pay off and call WHFA at (800) 422-3778 to obtain the direct-line information to your HR consultants.

Hr QueStionS anSwereD

free of cHargeWHFA Provides You Access to one of the Largest HR Consulting Firms in the U .S .

“I cannot say enough good things about the HR Consulting Program with WHFA. The consultants are always nice and helpful. It is so hard to find correct information and to make sure you are compliant. Thank you WHFA!”—George NaderNader’s La Popular, Gardena, CA

Program of the Month

Kaprice CrawfordMarketing Director WHFA


western retailer

ONE THING I HAVE LEARNED IN THE LAST 20 YEARS IS?Never judge a book by its cover—nor a customer!—Sandy HarmS, Black’S Home FurniSHingS, yreka, ca

“ ”People are not always what they seem to be at first impression. Twenty-two years in retail will teach you that!— lindSey PaSSmore, WareHouSe Furniture & Bedding, glenWood SPringS, co

“ ”

One thing I have learned in the last 20 years is: You’ve got to have a passion for what you do! Retail furniture is grueling, never-ending hard work. It’s imperative to stay educated in the industry as well as in advertising (social media—yikes!), and open to re-inventing yourself in your market so you always stand out in a crowd.—Valerie WatterS, Valerie’S Furniture & accentS, caVe creek, aZ

“

”I have been in the business for 30 years and the one thing that is certain is it is always changing—trends don’t last long these days.

— Judy magara, Home accent WareHouSe, loVeland, co

“”

“ ”This too shall pass!— SteVe HueFtle, la-Z-Boy Furniture gallerieS, n. laS VegaS, nV

— Joellyn roBinSon, iriSH PeddlerS Furniture emPorium, inc., laS VegaS, nV

I have learned that a furniture store needs to be flexible. What may have worked before may need to be “tweaked” to fit the current circumstances. The most important item to change is customer service. If you do not understand the customers’ needs, no matter how much advertising you do, you will ultimately lose your most valued customers.”

“

Many times we feel we are the only ones facing a problem or challenge and yet all we need to do is look around to see the problems are shared by many other retailers, we just change the names and faces, and it’s what we are dealing with. By discussing with others we can receive help and solutions that have been tried before us.

“

— dan kraHn, kraHn’S Home FurniSHingS, mccall, id”

—cHuck kill, Bed mart, tucSon, aZ

One thing I have learned in the last 20 years is: You’ve got to have a passion for what you do! Retail furniture is grueling. Over the past 20 years, I have learned to be more patient in dealing with employees and customers, as well as being more open and friendly. Also, I think we have all learned that technology is here to stay and the sooner we embrace it, the better off we will be.

“

”

28 November 2010 Contact WHFA at www.WHFA.org or (800) 422-3778.western retailer

ONE THING I HAVE LEARNED IN THE LAST 20 YEARS IS?

western retailer

Advertisers IndexPlease support the advertisers that support your magazine.

Advertiser Page Phone/Website

Advertising Inquiries & RatesContact: Cindi Williams, WHFA Advertising Manager,

500 Giuseppe Court, Ste. 6, Roseville, CA 95678. (916) 960-0277 E-mail: [email protected]. Subscriptions: $35.00/year, USA.

Published by Western Home Furnishings Association, a Na-tional Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and salespeople.

Distributed to home furnishings retailers handling furniture, accessories, bedding, floor coverings and specialty home fur-nishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA.

Official publication of Western Home Furnishings Association, which is responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home Furnishings Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. November 2010, all rights reserved.

Western Retailer: Read by furniture retailers in the West

Distribution:Western Retailer is read by more than 10,000 home furnishings

retail store personnel handling furniture, accessories, bedding, floorc overings and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.

Marketing Philosophy: Western Retailer focuses on business market trends in the

furniture, bedding, flooring and accessories industry. It highlights sales, marketing, operations, showroom design, trends, succes-sion planning and industry events.

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PROFITsystems, Inc. ..........................................9 & 31 ................................ (866) 453-5010

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Retailer to Retailer

How do you come up witH creative and fresH ideas for your store?

Chrysteen BraunAegean Designing WhimsLos Alamitos, CA(562) [email protected]

If I don’t know where to start, I start visualizing walking into our store, and with eyes closed, I can “see” everything, every display... and ideas just seem to start flowing, even if they are to put a new, fresh trash can in the showroom. It’s great. I also write individual notes with names of who will help me accomplish what I’d like to see done. For example: “Wendy, need to _________”; that way I don’t have to re-write the notes once I get to the office. I can put them directly in an in-basket.

“

”


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Documents

November 2010 Western Retailer