ALLPRO Independent Magazine March/April 2024

A HEALTHY GLO

THE DE LELLIS BROTHERS BRING OUTSTANDING CUSTOMER SERVICE AND QUALITY PRODUCTS TO THEIR DOWNTOWN TORONTO STORE

ALLPRO TALKS

From Ming Chow Chow Mein to Mallory Paint Store, Jim Mallory shares his history in the independent paint industry

MAKING YOUR MARKETING COUNT

Enliven your online presence in 2024

NETWORKING WITH NEXTGEN

Get to know cosmopolitan, catalyst, and NextGen retail member Huong Luu

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MICHAEL BEAUDOIN Executive Vice President ALLPRO Corporation | 813.690.7985

t the start of the year, there was news that Kelly-Moore Paint Company was in trouble. Within days, news took a turn for the worse and Kelly-Moore announced that they were closing the business. This is not a small business to close, and the ramifications will be felt by so many for a long time to come. Kelly-Moore was not part of ALLPRO; however, they were part of the independent channel and connected to so many suppliers inside and outside of ALLPRO. I’ve been familiar with Kelly-Moore, having sold them in my earlier days, attended many meetings in their corporate headquarters, as well as participated in many of their events. They had many talented employees who worked very hard for many years and in the earlier days, the company went far to recognize their contributions.

Last year, Kelly-Moore was sold to a private equity company (Flacks Group),

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and they seemed intent on growing the company. That was until an about-face happened this year and they quickly shut it down. This is not uncommon with this type of financially-driven ownership. In an era where private equity companies are purchasing not just key retailers, but also suppliers and distributors, there is a stabilizing force in ALLPRO. A memberowned buying co-operative in operation since 1960, ALLPRO is comprised of 300 members with 2,023 retail locations in the United States, Canada, United Kingdom, Ireland, Mexico, Bermuda, Bahamas, and Aruba. We have four distribution centers that service the members, in addition to several distributor members, a vibrant ALLPRO brand to create differentiation, and exceptional supplier partnerships that, in many ways, resemble members. We have stability because this group is owned by 300 members and governed by a Board of Directors made up of nine members. Every profit dollar, every expansion, every acquisition is made for the betterment of the group and the overall independent channel, not a financial institution.

ALLPRO members are family-owned paint stores catering to the professional trade (contractors). In many cases, they are multi-generational and serve their communities, who are also their customers. Our members range from single stores to some with over 100 stores,

with each of them having a dynamic owner that is capable of being a member by having strong financial controls, and the power to purchase directly from suppliers. ALLPRO harnesses this power by positioning the group as an entity and allowing our members to compete at the very highest level.

The best differentiating part of the group is our culture. Every member and supplier is a very important part of the group. We work together and build relationships at all levels for the betterment of all. The health of our suppliers is as important as the health of the members and that, combined with the relationships forged over time, create a very powerful group. The unique culture is on full display at our shows, where spending time together is equally as important as the actual selling aspect of the show and time is allocated accordingly for both.

As we get ready to attend our Spring Show, which is shaping up to be the largest in our history, it is important to take stock of our model - a model that is focused on strong principles of long-term visions over any short-term financial gains. We are continually evolving this group in ways that make it more impactful to its stakeholders. The people who invest in this group should know that it is stable, evolving, and worth the investments.

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Congratulations to the new additions to our ALLPRO family!

Welcome to our ALLPRO family! Please join us in welcoming BARTEK’S PAINT & DECORATING with one store in Temple, TX, KWIKZE PAINT with one store in Cypress, TX, and PAINTSTOP, LLC with three locations in the Ferndale, MI, area to the ALLPRO family of independent retailers!

Congratulations to the following members on their recent expansions:

AUBUCHON HARDWARE has acquired two new stores, located in Quincy and Hanover, MA; CATALINA PAINTS will be opening a new store in Ventura, CA; CLEMENT’S PAINT & DECORATING opened their eighth store, located in Marble Falls, TX; DON SMITH PAINT COMPANY will be opening their third store, located in Bloomington, IL; H-I-S PAINT will be opening two new stores, one located in Bixby, OK, and the other in Odessa, TX; LOCONSOLO PAINTS will be opening their fifth store, located in Queens, NY; MANTA PAINTS will be opening their second store, located in Orange, CA; RICCIARDI BROTHERS will be opening a new store in Denville, NJ; ROSSI & COMPANY, INC. will be opening a new store in Millburn, NJ; SPECTRUM PAINT COMPANY has opened four new stores, located in Shawnee, Overland Park, and Lenexa, KS, and Blue Springs, MO; Canpro Decorating Products Cooperative added THE ESSENCE OF COLOUR INC. in Brampton, Ontario, and CHARLESWOOD PAINT & HARDWARE LTD. in Winnipeg, Manitoba.

SHARE YOUR NEWS!

If you are involved in a community event, special project, charity, or are celebrating a milestone, please share your news with Susie Fontana at susie.fontana@allprocorp.com

ALLPRO Leadership board president Mike Weber

Executive Vice President Mike Beaudoin

Vice President of Merchandising Scott Morath

Chief Financial Officer Jonathan Garrett

Marketing manager Susie Fontana

About ALLPRO Independent

We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.

on the cover: Pro Glo Paints by Aubrey James Projects

How to Reach Us

ALLPRO Corporation

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When

MADE IN THE

The team from Pro Glo Paints.

pro glo paints

he De Lellis brothers were born and raised in the paint business. “You could say that we have paint in our veins,” Luciano De Lellis says. “Our father really got us started when he came to Canada from Italy. He had his own paint contractor business and us three boys grew up working with him during summer breaks.”

As the boys got older, their goals for the company changed. “When we finished school and were old enough to take over my dad’s contracting business, we preferred to sell paint rather than roll it on the walls, and so Pro Glo was born,” he explains.

In 1989, De Lellis and his father, Bruno, opened their first store on a small dead-end street in the west end of Toronto. The duo started selling five paint lines: Para Paint (a local manufacturer), PPG, Sico, CIL, and Ideal Paints (another local manufacturer).

“As the business grew, our brother Dino came on board and we moved our store to a 7,000-square-foot warehouse,” De Lellis details. “We catered mostly to the paint contractor and also evolved into specialty coatings and supplying the TV/film industry.”

A couple years later, De Lellis’ brother John joined the team and Pro Glo opened their second store in downtown Toronto. “It was our downtown location that got us started in retail paint sales,” explains De Lellis, adding that it was also then that they became a Benjamin Moore retailer and expanded their inventory to include wallpaper and window blinds.

Business continued to evolve, and the De Lellis family purchased a third store in midtown Toronto and a fourth north of Toronto before consolidating, closing, and selling stores. “Today we are back to one store, to our downtown location,” De Lellis shares. “I think COVID-19 gave us the opportunity to assess the climate of the paint industry and focus on the back to basics of selling paint.”

For the De Lellis brothers, that means providing guests with outstanding customer service, top-quality products and services, and a hassle-free decorating experience. Since selling five paint lines in the early days, Pro Glo now focuses on being a single-line Benjamin Moore dealer.

“Our longest and most important relationship has been with Benjamin Moore,” De Lellis details, adding that the manufacturer’s products are reliable and continue to meet the needs of their various customers. “Benjamin Moore’s sales and product programs have supported and helped us increase sales in the last few years.”

Product availability and inventory control has created a challenge for Pro Glo, who experienced a surge during COVID-19 and are adapting to the current environment. “The aftermath has made things difficult to predict. I don’t think the climate is like prepandemic just yet, and so customer demand has changed and that has challenged us to work with our vendors and manufacturers to maintain a constant product level.”

Images: Aubrey James Projects

Pro

De Lellis is especially grateful for the company’s membership with ALLPRO, which began back in 2010. Not only did the group support business by sourcing products and keeping shelves stocked during a critical time, but he says Pro Glo’s involvement in ALLPRO helps their store stand out from the big box stores.

“Over the last few years, I’ve found the ALLPRO label products to be of very good quality and great pricing,” he explains. “We’ve had customers coming into our store asking for ALLPRO label products.”

The De Lellis brothers are regular attendees of ALLPRO’s events, including the Spring Show and the Stockholder Meeting in the fall, where they meet with vendors on the trade show floor, and have opportunity to connect and converse with suppliers and other members during meetings and activities, like a round of golf or a game of pickleball.

“Being a part of ALLPRO has been outstanding. The relationships we’ve made with the ALLPRO staff and other ALLPRO members have been very beneficial,” he shares. “The spring and fall shows are a great opportunity to meet potential new vendors and also to touch base with current vendors. But really, it’s the camaraderie with other ALLPRO members. It is so great to discuss how business is different, yet similar, in the different regions of the country, both in the States and in Canada. I always learn something new at the ALLPRO meetings.”

In addition to traveling to shows and connecting with other retailers, another perk the team at Pro Glo enjoys is their relationship supplying Toronto’s TV and Film industry with unique paint products. According to De Lellis, the customer/vendor relationship, which he says is more like being part of a team, has led to some pretty special experiences.

“One of our coolest projects was when we supplied paint for the first “Suicide Squad” film,” he explains. “I was welcome to walk through the different sets. The crew always showed me what they created with the paint we sold to them. I was amazed how they could build these sets and make them so real.”

While not every day takes him to a movie set, life in the Pro Glo paint store is still exciting for De Lellis as he and his band of brothers plan for more products, new customers, and increased sales in 2024 and beyond.

“For now, we are focusing on product selection and inventory control,” he says, adding that the business is looking to expand the ALLPRO label on their shelves.

With quality products, a great location, and a knowledgeable and committed team backing them, Pro Glo Paints will continue to shine. “We’ve always been in the paint industry,” De Lellis explains. “It’s really what we’ve always known.”

what is the most popular paint color sold in your store ? Q:

BENJAMIN MOORE CHANTILLY LACE OC-65.

Q: What is your favorite color and why?

Benjamin Moore OC-117 Simply White. It’s clean and warm. It’s great for doors and trim, it will go with any wall color, including every and any Color of the Year change year after year.

Q: What is your go-to hot spot in Toronto?

Truly, too many to have just one! This city has so much to offer – going to a Maple Leafs game, Blue Jays game, concert, or so many great restaurants.

Q: What is the worst paint spill you’ve experienced?

This one spill was major! We had a temporary driver doing a few deliveries with our cargo van. Well, on one run, as he approached a traffic light, maybe a little too quickly, the light turned yellow, and he put on the brake a little too hard. Loose gallons in the back slid all the way forward, lids popped open, and paint flew all over the front of our delivery van. It was all over the dash, all over the front windshield. It was completely covered, so much so, that you couldn’t see out the front. Luckily, the spill was contained inside the truck, but it needed a tow back to the shop for a good clean up.

Q: When you’re not at work, what can we find you doing?

Well, it was following our kids to different hockey arenas for practice, games, and tournaments. But now that they are older, I really enjoy the outdoors, so you might find me at our family farm in Niagara.

TALKS

WITH JIM MALLORY, President, Mallory Paint Store

Jim Mallory has come a long way since flipping flapjacks at Denny’s or washing dishes at Ming Chow Chow Mein. After hanging up the towel in the hospitality industry, the entrepreneur joined the Navy which brought him to Seattle, Washington. A stint

working for a stain company led to a job in the retail paint industry and before long, Mallory was buying and expanding stores. Now the president of Mallory Paint Store is eyeing 36 stores while still giving each guest his personal best.

ALLPRO INDEPENDENT:

what was your first job ?

Jim Mallory: I washed dishes for Ming Chow Chow Mein. The owner was always yelling. It was a horrible job.

AI: What is your background and what led you to where you are today? Tell us about your history in the paint business.

JM: I started off working for a stain company selling stain. And from there I ended up going to work for the local Benjamin Moore retailer here in Seattle - Seattle Paint Supply. And I ended up buying one of their stores in 2006. From 2006, we experienced a whole bunch of growth, and sales more than doubled in a year. In 2009, we opened our second store in Lynnwood and in 2011, we bought the rest of that Seattle Paint Supply group. From there, we’ve grown all the way to 29 stores this year.

AI: what does a day on the job as president of Mallory Paint Store look like for you.

JM: A day on the job is typically a lot of time on the phone and a lot of time behind the computer screen. I do a lot of books and a lot of talking with my team and figuring out solutions for situations and how to help the employees grow and make a difference and who can support them best.

AI: What's your business philosophy?

JM: We’re a customer service business that just happens to sell paint. And if we keep that philosophy and we push that message along to all of our employees, they’ll kind of get the gist that we’re all about taking care of the customer.

AI: What has been the key to your success?

JM: It comes down to the employees. Anybody who has met my team knows that I’ve got an amazing team of people who are entrenched in the culture here and really have my back and the same vision for growth.

AI: What is a career-related goal you're currently working towards?

JM: Our current goal right now is 36 stores by 2026 and we’re definitely on target of hitting that goal. Our last main hard goal was 20 stores by 2020. We hit that goal –we almost killed ourselves trying to hit that goal – but we hit that goal.

AI: What is your advice for other members looking to expand?

JM: The big thing is just focusing on the team and not trying to micromanage it and not trying to control everything. If you’re going to expand, you have to give up some control and get people in key positions. When I went from two stores to six stores, I had people arguing with me and asking me for raises. I asked them what they wanted, and they would want a dollar more. I would give them the dollar more and they’d be disappointed, and it was frustrating because I’d just given them exactly what they asked for. So, I needed to get out of that part of the position and

expand it up to where I’ve got a buffer between me and all the employees, where the voice comes up through somebody.

AI: Tell me about Mallory Paint Store's history with Allpro. How has involvement in the group benefited the business?

JM: We joined ALLPRO in 2011 and it’s been a huge benefit, just the networking and the teamwork with the ALLPRO sales team and being able to talk to another member and get advice. [When you’re in ALLPRO], you’re somewhat mentored and make great friends and friendly competitors.

AI: Any stories about friends or friendly competitors in the industry?

JM: I’ve got a certain friend out in Colorado and we always tend to be a little bit competitive. When I finally thought I had him beat and I walked up on the ALLPRO stage to accept this great award, he ended up coming up on stage and standing next to me, accepting the same award for $20 million in purchases. As they announced us, he tapped me on the back of the head to be like, yes, I'm right here, too. It was actually pretty funny. It’s just spirited competition.

AI: How has your major paint manufacturer supported your business and contrubuted to your suiccess over the years?

JM: My major paint manufacturer is Benjamin Moore. So, we’re basically all Benjamin Moore with the exception of some primers and some stain products. And they’ve been an integral part of our success. We operate in Seattle, and we’re really the only paint store retailer in Seattle that sells Benjamin Moore. And so, we identify as Benjamin Moore in this market and their team supports us the same way. In fact, my sales rep from Benjamin Moore sits in on our weekly meetings just so that we can get their input and they know what’s going on with us.

AI: What do you like to do in your free time? If you're not at work, where would we find you?

JM: One of my big passions, which takes me to wonderful places out there and some of the most beautiful places in the world, is scuba diving. I’ve got more than 100 dives out there and it’s taken me to wonderful spots. As a matter of fact, in February I’ll be in the Philippines to do some diving.

AI: What would other ALLPRO members be surprised to learn about you?

JM: One of my most prideful moments was when I was 16 years old, I was Denny’s Employee of the Month. For every guest, I gave my personal best!

AI: What is your favorite paint color?

JM: Well, I think anybody who’s ego driven enough to run 29 stores has a powerful color in mind and that’s Benjamin Moore Caliente AF-290.

Fast Five: Fast Five:

Favorite thing about washington? My favorite thing about Washington is the water being so close to the mountains.

Night on the town or evening in? I'll take an evening in.

Best advice ever received? You need to sincerely thank every employee and you need to thank at least one employee a week.

last book you read? I’ve never been a great reader, but I was forced to read the “One Minute Manager” several times. baseball or football? Football.

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Making Your Marketing Count:

Ideas to Enliven Your Online Presence in 2024

In the world of marketing for small businesses, there are a broad range of strategies. In the pre-internet world, most of us relied on maintaining tight networks in our communities, placing advertisements in traditional media like print and radio, and cold calling. But in the age of online convenience, these tactics fall short of reaching an oversaturated market already bombarded with upwards of 5,000 advertisements in any given day. The landscape has shifted, and with that change comes an even greater need to cut through that noise and reach your target demographic.

The good news is that there are a whole host of new and effective ways to do this, and do it well. From leveraging the power of social media influencers in your community to demonstrating the expert knowledge within your own staff—the internet allows you to communicate with your current and prospective customers in a way that feels more authentic than the standardized ad placements of yesteryear, helping your budget go the distance.

MEMBER INSIGHT

Here are some of the ways our members plan to invest in digital marketing this year: “In response to the increasing importance of digital marketing in 2024, approximately 80% of our budget for the year will be dedicated to digital marketing initiatives. We believe that every company has its own unique story to tell, and we’re enthusiastic about sharing ours in a fresh and engaging manner. In our industry, we’re eager to introduce and embrace new technologies that align with our company’s values and propel us forward in a constantly evolving industry. Digital marketing allows us to effectively communicate the right information while showcasing our company’s personality, ensuring that we connect with our audience in meaningful ways.”

Huong Luu, Owner at Luu Color Center

“We have looked at shifting our marketing dollars more towards Google Ads, Instagram, and Facebook Marketplace. We have transitioned from paper ads and postcard mail outs to focus more on our website and selling through e-commerce. We have increased our budget to allow for possibly hiring someone dedicated to maximizing website and ecommerce traffic through digital marketing.”

Luciano De Lellis, Owner at Pro Glo Paints

LOW – NO COST STRATEGIES

Enrich your online presence with these budget-friendly content ideas.

CUSTOMER TESTIMONIALS: You already have loyal customers that have great things to say about you. Put that into action by asking customers to put their thoughts to paper. You can do this by sending postpurchase emails, adding a testimonials request feature to your website, quoting comments from your social media pages, or setting up a comment card box in-store. Advise your staff of your objective so they can encourage customers to contribute, especially if they are already communicating satisfaction in person. A simple, “It would be great to be able to share this feedback on our website, would you mind writing it down for us?” can go a long way!

GOOGLE: Google has powerful algorithms at their disposal which enable them to show perfectly-timed product ads to potential customers. This helps generate free traffic to your website, creating more sales opportunities. Plus, their Merchant Services ensure your business is showing up on related searches.

UTILIZE IN-HOUSE TALENT: Some of the most knowledgeable people in your industry are right under your nose. Utilize their expertise on your social media channels. Attaching information to a real person helps humanize your brand and adds validity to your message. See if there is someone on your staff willing to engage in a recurring series on your social channels where they provide “pro-tips” to the audience, and work this into your monthly content calendars. This will see the best success when done consistently on a regular schedule.

COSPONSOR A LOCAL EVENT OR CAUSE: Although marketing efforts have certainly shifted towards the digital arena, there’s still plenty of value in being active in your community. Retailers have had success contributing to Habitat for Humanity, offering labor and paint or providing financial donations, or sponsoring local little league teams. This is something you can (and should!) share about on your social media pages—be sure to work it into your content calendar!

PRO TIP: If you are putting time into social media, particularly Instagram, an explicitly visual platform where aesthetics translate into more traffic and likes, it’s worth it to invest in quality images. Whether that means purchasing an in-house camera and having the most interested employee take a photography course or hiring a photographer to provide you with highresolution images to share on your feed, the quality content you produce will be well worth the spend.

UNDER THE INFLUENCE

Influencer Marketing 101

According to an online survey by Taradel, 94% of small business owners plan to up their marketing budget this year.

Influencer marketing refers to the strategy used by some brands who partner with popular online creators to promote their brand. Influencers come in all shapes and sizes, from eccentric personalities to experts in their particular field. They all have one thing in common: they’ve gained their following by sharing their lives (or segments of it) online with their dedicated community. Brands who partner with them are seeking to capitalize off that influence.

Some of the benefits of influencer marketing include building brand awareness, gaining followers, and increasing your web traffic and reach. Additionally, when influencers post about your products, it acts as a type of “social proof.” Influencers often have incredibly loyal audiences—they’ve made their career off providing reliable and credible recommendations, building trust with their community. Their stamp of approval is like word-of-mouth marketing on steroids.

Social media influencers in this industry are notoriously underused by small businesses, who may be operating under the assumption that they need to partner with top creators (and pay their exorbitant fees) in order to make an impact. By shifting this mindset and looking for local players with a small reach but a more engaged audience, you’ll see better results with less dollars spent.

MEMBER INSIGHTS

“A good influencer has a great following and reaching that audience could be a major advantage to the right brand, for lack of a better phrase - they paint a pretty picture.”

- Sarah Ross, Brand Manager at Mallory Paint Store

“Influencers can reach a broader audience, and their creative content, whether it’s a TikTok video or an Instagram story, tends to be more engaging and less generic. While we’re open to the idea of incorporating influencers into our strategies, one of our company’s core values is to grow our brand organically. We’re particularly interested in nurturing and developing influencer talents in-house.”

- Huong Luu, Owner at Luu Color Center

What to look for in a potential partnership

ENGAGEMENT: Although a page’s followers will give you a good indication of their reach, it doesn’t tell the whole story. When looking for influencers to partner with, especially as a small business owner who is going to be focused on a relatively small geographical region, it’s better to look at engagement metrics, which tells you how much the creator’s audience trusts them.

According to ondeck.ca, influencer marketing has become the fastest growing customer acquisition marketing method, with a ROI 11 times higher than traditional advertising campaigns.

Influencers are broken down into three general groups:

• Nano-Influencers: 1,000-10,000 followers

• Micro-Influencers: 10,000-100,000 followers

• Macro-Influencers: 100,000+ followers

Big department stores or exclusively-online brands will gravitate towards Macro-Influencers because of their national reach and high conversion rates, but more doesn’t always equal better. Even large brands will lean on nano and micro influencers due to their dedicated and highly-engaged network. As a small business owner, targeting these audiences will be much more cost-effective (and generally effective).

SHARED VALUES: It’s worth it to do a little bit of homework before having an influencer speak to your brand, ensuring your values align and your message will fit organically into their feed. Is their content firmly embedded in the home improvement niche, or do they bounce around through a broad range of interests? If this platform is already focused on your area of business on a regular basis, that means that every follower of theirs is a potential customer for you—their audience is your ideal customer base.

REASONABLE PRICE: According to Meltwater, a media, social, and consumer intelligence agency, a nano-influencer typically charges between $10-$100 per post. For microinfluencers, that rate can be anywhere between $100-$5,000. Of course, every agreement can be customized to suit both parties — flexibility is one of the greatest benefits of influencer marketing, with many up-and-coming creators providing content in exchange for goods and services alone, or in combination with financial compensation.

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HOW TO GET IN ON THE ACTION

Found your dream partnership and ready to dive into the world of influencer marketing? Here are a few potential avenues to explore.

1. Contests & Giveaways: You can arrange to participate in a giveaway or contest with an influencer, which would require their audience to engage with both social media pages to enter (through likes, follows, shares, or comments). This can help boost engagement on your social channels as well as gain new followers.

2. Sponsored Posts: This involves paying influencers to post about your business on their feed. This will give you the opportunity to outline the type of content you’d like to see them create, although it’s important to keep in mind that influencers are the experts of their own audience. They’ll want to maintain their own voice and style of content so that it comes across as genuine.

3. Reviews: You can send products directly to influencers for free and ask that they provide a review on their platform. This is a low risk, low spend option that can help you test the waters.

4. Collaborations: This refers to a longer-standing partnership that benefits both parties. It might involve developing a specific unique promo code for customers the influencer generates for your store.

Ready to reach out? Influencers will often have an email listed in their profile for potential partnerships. If not, a DM on the platform of choice is an option, too.

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Overcoming

Imposter Syndrome

As an independent business owner, you’re no fraud. Start believing - and celebrating - your successes.

Are you a successful independent paint retailer but doubt yourself when it comes to bringing in a new product line, tackling a new project, or handling your day-to-day responsibilities?

Are you a valued employee but question your ability to accomplish a routine task or whether you deserved that promotion?

If you answered yes to these questions, you might suffer from imposter syndrome. Imposter syndrome is the constant inability to believe that your success is deserved or has been rightfully achieved because of your own efforts or skills.

According to Jaime Mann, leadership expert and coach, business owners and entrepreneurs are more at risk of feeling like a fraud. “Imposter syndrome is very common among high achievers, really for various reasons,” Mann says, explaining that they internalize their success and are more likely to suffer in silence.

SELF-DOUBT VS. IMPOSTER SYNDROME

As humans, we all have various degrees of self-doubt. We feel uncertainty about ourselves, which leads us to question our selfworth, our abilities, even our identity. But Mann emphasizes the importance of differentiating self-doubt from imposter syndrome. “Self-doubt is normal,” she says. “And realistically, if we are pushing ourselves to learn and grow and go after our goals, we should have self-doubt. Normal self-doubt will be thoughts like, ‘Will my work be good? Will the client be happy with it? Do I want to go for this big goal? Do I have what it takes?’ Those are normal thoughts and if we sit with them, work through them, reflect on them, we can move past them. So, self-doubt and fear are normal, and we should expect it.”

It’s when self-doubt morphs into something far more encompassing and debilitating that imposter syndrome is at risk of taking root. “It shows up as this horrible worry, that somehow we’re not good enough, like we actually don’t have what it takes to measure up and that sooner or later, everyone’s going to find out that we’re incompetent, unskilled, and just no good.”

CAUSES OF IMPOSTER SYNDROME

So where do those feelings of insecurity, inadequacy, even depression, come from? According to Mann, there are several underlying causes or factors that can lead to developing imposter syndrome.

“For people who have experienced trauma, imposter syndrome can really be a thing they struggle with,” she explains, adding that abuse, bullying, even not fitting in can ultimately change one’s outlook and how they approach their success in business. “We are, as humans, hardwired to be part of a group and fit in. And so, when we grow up feeling inadequate, broken, or that ‘something’s wrong with me’ - that doesn’t just go away once we’re an adult.”

Mann goes on to say that those same childhood shortcomings or labels can stick around long after your playground days, impacting the way you see yourself as a business leader. “You don’t feel like the real deal,” she says. “‘I’m not smart enough to grow my company. I’m playing dress up, I’m faking it.”

Comparison is not only the thief of joy, but another cause of imposter syndrome. Feeling like you don’t measure up to your peers or colleagues in the paint industry, or having a harsh inner critic can lead to an ingrained feeling that you will never be good enough.

“This can be especially problematic for business owners when we’re just starting out, because if we spend our time comparing ourselves to somebody who is decades into their business, obviously, we’re not going to measure up to them,” Mann says. “We need to really look at the way we compare ourselves to others and how we talk to ourselves.”

For owners and employees who grew up in high achieving families or with parents who had high expectations, the pressure to succeed can feel suffocating. “If the standards and expectations we grew up with were really high, and we always feel like we’re not meeting those expectations, we’re never hitting the mark, [we’ll be more apt to think] ‘Who do I think I am? I can’t cut it.’”

COMBATING IMPOSTER SYNDROME

Overcoming imposter syndrome in the workplace is possible and with a few simple steps, you can combat feeling like a fraud in the industry.

FLIP YOUR THINKING

In today’s world, with modern society and social media, Mann says it’s easy to equate our self-worth with outwards signs of achievement. “We’re supposed to have a successful business, a healthy family, a network of amazing friends, a car, a house, and go on vacation, and we can very easily start equating our self-worth with those outward signs of achievement,” she warns, explaining that with the social media phenomenon, all we see are people’s best selves and their best lives. “If we take social media at face value, and we don’t think about this critically, without realizing it, this can put us into a tailspin.”

She suggests noticing your thoughts, without judgment. “What do I think about myself when I decide to take on a new challenge? Or how does fear show up? Or what do I tell myself if somebody compliments me or my work? Awareness is the first step.”

Once you’ve recognized this tendency, it’s time to reframe the truth of what you think of yourself. “We need to be kinder, and we need to be more reality based,” Mann explains. “Is it actually true that everybody thinks I’m a big joke and I have nothing to offer? Or is that just my inner critic?”

RECOGNIZE YOUR TALENTS

If you are quick to discount your strengths, Mann says it’s critical to count the compliment. “It’s really important to actually recognize where our talents and our strengths and our expertise lie,” she says, taking things a step further and encouraging clients to write their abilities down.

REDUCE THE PRESSURE

To pare down the pressure to be perfect, Mann says to remind yourself that you’re a work in progress.

“Even accomplished CEOs and big-time entrepreneurs make mistakes. That’s what being human is. If we’re not messing up, we’re not learning anything,” she explains. In addition to diminishing the burden of your belief system, there’s a benefit to being vulnerable with your shortcomings. “When we allow ourselves to connect with others with this kind of shared human messiness, that’s when we actually start living.”

TAKE ACTION

“The other thing that happens quite frequently is that we choose to sit and wait for confidence to show up,” Mann says, recommending breaking down a goal, project, or task, into smaller actions.

“Take tiny steps forward, so that getting out of our comfort zone isn’t so overwhelming. And then slowly, not only are we actually taking action towards something that’s important to us, but we start to feel like we actually are able to do this thing.”

CELEBRATE THE ACHIEVEMENTS

Mann suggests scheduling a block of time at the end of the week to write down your successes and a few areas with which you’d like to get better. “Force yourself to outline them, think about them, and actually let yourself feel proud of yourself. There seems to be something really tangible that happens when we put our thoughts on paper - they become real.”

TALK TO SOMEBODY

“Entrepreneurs are notorious for feeling isolated,” Mann shares, encouraging professionals to seek out support, whether it be from a friend, coach, or in group therapy. “Find somebody who is non-judgmental, who is safe, who you feel you can be open with…and create some sort of plan for meaningful change.”

Imposter syndrome can come with feelings of insecurity and inadequacy, negatively impacting individuals at all levels in an organization – both store owners and sales staff. By addressing the issue, reframing thoughts, reducing stress, celebrating achievements,

and creating a support network, you will be able to manage the symptoms and perform with confidence.

Jaime Mann is a construction business owner, keynote speaker, and psychology expert. She is also the founder of The Amaryllis Project, a coaching, facilitation, and advisory firm specializing in leadership development and positive transformations that enable her clients to thrive, not only individually, but in their organizations and larger communities. Connect with her on LinkedIn at https://www.linkedin.com/in/ theamaryllisproject/

SUGGESTIONS FOR COMBATING FEELINGS OF INADEQUACY FROM ALLPRO MEMBERS

“When facing feelings of inadequacy, I adjust my perspective by grounding myself with questions I can answer, starting with simple things: What does tomorrow look like? Who do I love? What do I enjoy? Then I get into the tougher questions: Why do I feel this way?  Why does this matter to me?  How can I resolve it? Sometimes I’ll gain a clear actionable item, other times I realize I need to let go.” – Sarah Ross, Mallory Paint Store

“I have a great daily planner called MiGoals. It has a spot at the bottom of each day to list your top three wins and what you’re grateful for. It’s crucial on those days that you don’t feel like you’ve accomplished anything to see that you actually have things to be proud of and have so much to be thankful for (big and small).  It’s impactful on a daily basis.

Long range, if I really need a pick-me-up, I reread a speech I gave at my all-girls high school on career day. It’s about my accomplishments throughout my career (not daily) and, as a whole, is pretty impressive, if I don’t say so myself (wink wink). I only reach for that once or twice a year. I remind myself that anyone that has been able to stay in business during the past 15 years or so is doing several things right."

–

Anne Dages, Dages Paint Company, Inc.

“If I’m in a room that’s intimidating, I remind myself that everyone has been that person before. I also think that there’s a reason why I’m there and I try and have the courage to ask questions. Asking questions is the only way to learn and it shows that you want to learn.” -

Gentry Stafford, Spectrum Paint

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Get the Most out of your Retail Data

Don’t just collect data, make the most of it. Use that information to provide key insights, optimize operations, and improve overall business performance.

Every day you’re helping customers, mixing paint, making sales, ordering products, managing staff, and working hard to keep your business running smoothly. But did you know that you’re also gathering important retail data about your sales and customers that will make it easier - and more profitable - to plan for the future? The data you’re collecting - inventory numbers and type, pricing, and customer behavior and shopping trends are valuable metrics that will help you make knowledgeable and sound business decisions on everything from merchandising to marketing.

Here’s how you can start using that data to make important decisions, increase profit growth, and scale your store.

GET TO KNOW YOUR CUSTOMERS & DEMOGRAPHICS

Sure, you know their name and their plans for the summer, maybe even how they take their coffee. But do you have a better understanding of their purchasing patterns, preferences, and behaviors? Data analytics enables you to gain a deeper understanding of your consumers.

CONSOLIDATE OPERATIONS

Ensure optimal efficiency in your small business by using your data to determine bottlenecks, improve supply change management, and streamline your workflow. By analyzing your store’s operational data, you can make knowledgeable decisions to consolidate operations and reduce avoidable costs.

PLAN FOR GROWTH

By analyzing historical data, you can forecast future trends and anticipate outcomes. Small businesses like independent retailers can apply predictive analytics to track customer shopping habits or sales data, optimize inventory levels, and employ action plans. Stay ahead of the competition by being proactive and analyzing your data for approaching opportunities.

ENHANCE MARKETING ROI

As an independent paint retailer, your marketing budget may be limited. Which means it’s even more important to maximize the return on your investment (ROI). With data analytics, you can measure the effectiveness of your marketing campaigns, determine the most successful channels, refine your action plan, and make better use of marketing resources.

USE DATA ANALYTICS TO:

• Determine the number and value of paint and sundry products sold in an order.

• Identify which products on your shelves are top sellers, which items are gathering dust, and everything in-between.

• Recognize your consistent clients and most valuable customers.

• Uncover what the store’s true demand was and determine past lost sales.

• Forecast accurate order quantities.

• Establish best price points for products.

USING THIRD-PARTY SOFTWARE TO DIG DEEPER INTO DATA

Along with Epicor BisTrack software, Duggan’s uses a third-party software called Phocus that allows them to dive into their metadata to see any details captured by the Epicor BisTrack system.

“Over time, we can create maps that pinpoint neighborhoods and demographics to go after potential customers we are already successful with. Also, we sell paint and flooring, so we know that most people buying flooring are also going to paint something in their project. With this information, we can drill down into accepted flooring quotes. Once a flooring quote is accepted, we can generate a list of people who accepted quotes for the week and send them a discount on paint.” - Sean Paul, Duggan’s

Slow-moving Stock Status Reports

Do particular paint cans keep collecting dust and some sundries never sell out? Slow-moving inventory is a common problem for retail businesses. The challenge is knowing how to determine what merchandise is slow-moving, the underlying cause, and how to resolve the issue. We caught up with ALLPRO member Katie Prus, Abbotsford Paint and Decorating, to find out how she uses her slow-moving stock status report.

A slow-moving stock status report is a report that lists the inventory that is taking a long time to sell and breaks the information down by date and amount sold. (The definition of slow varies for every industry, since paint can last a lot longer on a shelf than a loaf of bread in a bakery.)

How do you obtain a slow-moving stock status report? Not every store has the same inventory management software, so obtaining the data won’t be identical from company to company.

“On Epicor, I find it very easy to print once monthly under reports,” Prus says. “Give the Epicor team a call and they will walk you through it the first time.”

What do you do with a slow-moving stock status report? Once you’ve determined which products have more inventory than sales, you can take steps to sell the slow-moving inventory and improve future inventory levels. Perhaps you need to move the items to an area in the store that receives more customer attention or put the merchandise on sale. If you’ve got a pallet of stain stored in the back of your store that isn’t selling, chances are that it’s tying up capital, losing its value, and taking up valuable storage space.

“First, it is important to assess WHY it is moving slowly,” explains Prus. “Exterior paint is not a big mover in the -20 chill of winter, but why isn’t a certain set of brushes moving well? Is it the lack of information your staff have on them? Is there a filler that moves more than others, but perhaps the slow-moving one is superior, even with the price difference? Sometimes it is as simple as educating your staff. Other times it is much tricker, like an impulse buy that maybe didn’t move like you thought it would. Time to revisit what drew you to that item the first time. Was it seeing it in action? Or is the price simply too steep for your economy? Printing these reports monthly is a great way to stay on top of your rotating stock and making sure you don’t have items sitting that are taking up space and are already paid for. Time to cut the cord and move on, losses included.”

What are the benefits of a slow-moving stock status report? Once retailers recognize slow-moving inventory, they’re able to avoid waste and unnecessary costs and start to solve the issue. A slow-moving stock status report empowers retail businesses to be aware of their investment and make appropriate business modifications before the product becomes obsolete.

“This allows me to make more educated guesses at shows. I can buy more in bulk and less of some items depending on how things have moved in the past. Ergo, saving me money by buying in bulk or by resisting the urge to impulse buy based on the history of a similar item,” Prus shares.

Diving into Data with Epicor’s Reggie Bowles

We talk to Epicor’s Decor Fusion expert about how the POS software collects critical data that will aid ALLPRO members in managing their business, serving their customers, generating profits, and driving results.

ALLPRO INDEPENDENT: What kind of data does Decor Fusion collect?

REGGIE BOWLES: We collect the account name, the primary contact name, additional contacts with titles, email addresses, contact numbers, and whether the account type is commercial or retail. We record extensive historical data specific to each transaction. This allows the retailer to recall the history of tint transactions for each customer. The history can be sorted by date range, job name, PO#, color, or product used.

AI: How can ALLPRO members using Decor Fusion best utilize the data they collect?

RB: History recall gives the retailer quick access to all customer records to assure the customer is getting the exact formulation and product used for a specific project. Through the integration with Benjamin Moore COLORx software on the automatic colorant dispensers, the exact tints can be seamlessly transferred into the point-of-sale system, and the exact color formula can be recalled based on a CF (Color Formula #). This ensures the exact same tint every time, even if the manufacturer has to make a formula change to a specific color. This is important if a customer is in the middle of a job when a reformulation occurs. This also reduces errors when paint store clerks have to manually enter the tint information into the prompt group fields.

Customer data fields are used to submit invoices and statements via email to the customer for easy access to history, material cost analysis for jobs, or for accounts payable to the retailer. A retailer can also attach a PDF to their monthly statements if they wish to run a monthly promotion or notify their customers of new product offerings.

AI: What’s on the horizon for Decor Fusion? How do you plan to broaden the services you offer?

RB: As marketing through systems becomes more and more important, it is critical that we continue to offer added services to create a better customer experience. We are currently reviewing SMS texting and emailing options so retailers can continue to drive their messaging and send notifications to their customers. These notifications may be invitations to events at the store, new product releases, order status updates, or even receipts of orders.

The Decor Fusion software has evolved over the years on recommendations made by ALLPRO members. As we continue to improve the marketing features, we will continue to solicit input from retailers to make sure that our enhancements meet the needs of ALLPRO members.

DID YOU KNOW?

Stock can become slow-moving for a multitude of reasons – everything from shifting seasons to increased sales competition, economic downturns, changing trends, weak marketing, even employees.

Five Underutilized Functions

Reggie Bowles shares five ways to leverage Decor Fusion.

ONLINE ANALYTICAL PROCESSING (OLAP) MODULE

One very important tool in Decor Fusion that is underutilized is the OLAP module. OLAP is a system for performing multi-dimensional analysis of a large amount of data. This tool is excellent for data mining. You can view your sales by customer type, region, by product departments, classes, and fine lines, and you have the ability to review current and past trends. The OLAP tool also gives you specifics on margins by customers, products, and more. This is a very important tool to use when making business decisions. You can then review to see how these decisions are affecting your overall margins.

DEPARTMENT, CLASS, AND FINE LINE STRUCTURE

Another area of the Decor Fusion software that is underutilized is the ability to set up a Department, Class, and Fine Line structure that allows you to maximize your margins by account. Decor Fusion gives you the ability to set up as many price levels by customer type. The use of the Department, Class, and Fine Line field areas under matrix pricing allows you to further adjust your customer pricing to be more competitive in the market without having to lose margins on products or lines that are already competitively priced. We had our first users group meeting at the ALLPRO show in Denver this past October. Mike Weber from Hirshfield’s led the meeting and discussed the importance of setting up a structure that meets your specific business requirements. I hope we can continue to expand and broaden this user group.

CONTRACTOR PORTAL

The Contractor Portal feature gives the retailer the ability to [provide] the contractor [with] access to all their invoice history, their last 12 monthly statements, and the ability to make a payment on their in-house accounts. The contractor can search their history for records based on date range, job name, PO#, color, and products used. This prevents the contractor from having to contact the retailer for invoice and statement duplicates and gives the contractor the ability to perform some cost analysis for materials used on jobs. By allowing the contractor to make payments through the Contractor Portal, this can assist the retailer in managing their outstanding accounts receivables.

ECOMMERCE SOLUTION

Another additional module we have is an eCommerce solution that is fully integrated with the Decor Fusion POS system. When a contractor logs into the eCommerce site, they can place an order and the order is then created with their actual price, rather than the retail price that is displayed on the site. Job quote pricing is also handled through the eCommerce site if the contractor selects a job that has special pricing setup through Decor Fusion.

DELIVERY APP

This app allows a retailer to schedule an order for delivery. The delivery driver then downloads the transactions that are scheduled onto the delivery app and captures the necessary signature or collects payment from the customer as instructed on the order. When they return to the store, the transactions are uploaded and finalized in Decor Fusion and an email with the invoice can be sent to the customer as needed.

To learn more about boosting profits with smart margin management, visit www.epicor.com/en-us/blog/boost-profits-in-paint-and-decorating-with-smartmargin-management/

Networking with

1. She was originally paid with sweet treats

“Unofficially, I kick-started my career with a sweet deal – literally, as I was paid in Oreo milkshakes while working with my dad on Sundays during my middle school years,” Luu explains.

After graduating from DePaul University in Chicago, Illinois, Luu worked at a boutique public relations and communications firm in Chicago orchestrating fabulous events for highprofile clientele before transitioning to sales and marketing.

“After I had my fun in Chicago, I was craving something newer and more exciting,” she details. “This led me to New York City, where I played a pivotal role in launching and supporting my friend’s sales and marketing firm. After a couple of years in Manhattan and getting a bit homesick, I returned home and got a job as a quality control manager for a boutique construction firm specializing in government contracts.”

2. She’s carrying on her dad’s legacy

Get to know cosmopolitan, catalyst, and NextGen retail member Huong Luu

If Huong Luu is the epitome of the next generation, the independent paint industry is in good hands. An intelligent, hard-working professional, Luu took the reins of her father Toan Luu’s retail paint store in 2021 when he passed away unexpectedly from COVID-19. Drawing on her dad’s legacy of exceptional customer service and loyalty, and pouring hours into team building and company restructuring, Luu turned the one-employee location on the brink of bankruptcy into a thriving company garnering excellence in the industry. Now the business leader is eyeing growth and expansion and still making time for a bit of adventure.

Here are five other things you might not know about our NextGen retail member from Maryland.

“Two years after my return home, my dad, my anchor, unexpectedly succumbed to COVID-19 on January 11, 2021,” Luu shares, adding that he was the sole owner and operator of Luu Color Center. “Five days after his passing, my business partner, Jamie Kleinman, and I reopened the store and not long after that, I bid adieu to my construction career and embarked on the wild journey of rebuilding my dad’s company. It’s been a cathartic process and a healing odyssey that has allowed me to keep a colossal piece of my dad vibrantly alive.”

As the chief executive officer, Luu’s day varies and includes visiting clients’ job sites, overseeing operations at the store, and attending industry events.

“I’m fortunate enough to have the opportunity to be a part of my clients’ paint journey. Moreover, the ability to travel to various cities not only facilitates professional growth but also provides a platform for establishing meaningful connections and friendships. I also

have the privilege of overseeing the recruitment and development of top talents within my company.”

3. She turned red to black

Together with her business partner, Luu worked non-stop to revitalize the store, steering it away from bankruptcy.

“My most gratifying career-related milestone undoubtedly transpired when I successfully navigated my company from the precipice of bankruptcy to a position of profitability,” she shares. The success went a step further as Luu Color Center received the “Best Paint Resource” category in DC Magazine’s Best of Design awards. “The inclusion further affirmed the positive impact and excellence exemplified by our endeavors. These accolades reflect not only personal achievements but also the dedication of the entire team at my company, underscoring our commitment to excellence in the paint industry.”

Luu’s current aspirations include expanding and establishing a second location. “This ambitious endeavor entails meticulous refinement of our team, personal skills, and overall organizational structure. The prospect of this expansion fills us with excitement and underscores our commitment to continuous growth and enhancement.”

4. Her affiliation with ALLPRO and NextGen have been instrumental to her growth

Following her father’s passing, with the store under her leadership, Luu found herself navigating unfamiliar terrain.

“Becoming a part of NextGen has proven instrumental in closing this gap. The collective experience of individuals who either grew up in the industry or are in the process of transitioning to the CEO position within their respective companies has provided invaluable insights,” she says. “The network facilitated by NextGen has not only fostered professional development but also nurtured enduring friendships, creating a supportive community where mutual learning and growth are paramount.”

Luu’s active involvement in the ALLPRO community has been a transformative force in her career, offering her a wealth of knowledge and insights into the intricacies of running a successful business.

“The ability to converse with industry leaders and seek guidance on improving and sustaining growth has been an incredible asset. These interactions extend beyond mere professional acquaintanceship; many of the individuals I’ve had the privilege to meet have become friends, mentors, and role models.”

5. She’s living life to the fullest

Whether she’s putting in 90-hour work weeks, fighting for survival during one of her Pilates, kettlebell, or HIIT classes, or sneaking away for a night out in the city or an isolated, out-oftown adventure, Luu is squeezing in every bit of opportunity life has to offer.

“During the weekends, my friends and I enjoy going to the shooting range, discovering new restaurants, and going to a game,” says Luu. “My husband and I love embarking on mini trips, where we either fly or drive to nearby cities with our fur baby and just explore the town.”

FAST FIVE

What is the last book you read?

“The Specialist Pipeline” by Kent Jonasen. For me, it provides insightful viewpoints into perspectives pertinent to specialized fields.

What kind of music do you like to play in the store?

Our playlist can range from Andy Williams in the morning, to Bad Bunny in the afternoon, and then to Nas. The spectrum is broad because it depends on the vibes. The only exception lies in our collective preference to steer clear of screamo.

What is your favorite paint color?

It’s such a generic choice, but my favorite paint color is Benjamin Moore Chantilly Lace OC-65. It stands out as the epitome of perfection for me. Its subtle nuances and versatility make it a hue that transcends trends, embodying a timeless sophistication.

What’s the best piece of advice you’ve ever been given?

I consider the best piece of advice I’ve received to be encapsulated in Nike’s iconic slogan - Just Do It. The famous slogan truly embodies the essence of proactive determination and the resilience required to transform aspirations into tangible achievements.

What might other NextGen members be surprised to learn about you?

Despite my cosmopolitan lifestyle, I have a profound love for off-the-grid travel experiences. My standout adventure was an expedition into the heart of the Amazon. I had a lot of fun engaging in piranha fishing, sharing a shower stall with bats, and spending memorable moments in the company of a capybara.

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PROUDLY SERVING OUR MEMBERS WITH FOUR DISTRIBUTION CENTERS!

Thank you to all our members for your continued support of our Distribution Centers! These facilities allow us to stock large quantities of products from our supplier partners and provide for members who don’t require full-pallet orders.

Our app allows members to scan items & order directly through our Distribution Centers. Try it out for yourself!