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news SideMark President Sandi Jacobs Honored as Silicon Valley ‘Woman of Influence’ Congratulations are very much in order for Sandi Jacobs, president of Santa Clara, CA-based Teknion dealer SideMark, who was recently honored as one of the 100 Women of Influence in the Silicon Valley. The award, which was presented at a special ceremony hosted by the Silicon Valley Business Journal, honors women who exercise power and influence within their industry and throughout the Silicon Valley market and who serve as role models for future generations of leaders. As SideMark president, Sandi manages an executive team responsible for the dealership’s five locations while still finding time for a broad range of community and industry activities. Among the local non-profits that have benefited from her support are PAWs, an organization which improves the quality of life for people with HIV by providing animal companionship; Taproot, a nonprofit that finds creative talent for organizations working to improve society and Global Fund for Women, a nonprofit grant-making foundation advancing women's human rights worldwide. Within the industry, Sandi currently serves as OFDA vice chair and works closely with the International Interior Design Association (IIDA).
This Year’s OFDA Dealer Strategies Conference is One Meeting You Can’t Afford to Miss Chances are you’re reading this either just before, during or just after NeoCon, so probably the last thing you want from Simon De Groot anyone right now is a pitch to attend another industry meeting, even if it is the OFDA Dealer Strategies Conference. Business is hard enough already, you may figure, without spending any more valuable time and money off site. But the very fact that business these days is probably more challenging in many ways than it’s ever been makes attending this year’s Dealer Strategies Conference not just a smart thing to do, but an essential thing to do. NeoCon is a fabulous show and an outstanding opportunity to see the latest and greatest new products from a small army of industry manufacturers.
“Being chosen as one of the Women of Influence for 2012 was a big surprise for me,” said Sandi. “My team nominated me for the award and that in itself was an honor. The experience of receiving the award along with 99 other women in front of 950 event attendees was inspirational!”
It will show you what to sell but it won’t tell you much about how to sell it profitably. It will tell you even less about what other dealers like you are doing to meet the challenges they face which, by a strange coincidence, are remarkably similar to the challenges you face.
AZ Dealer Goodmans Interior Structures Named Business of the Year Award by Local Chamber
Yes, going to the conference takes you away from the business. And yes, it costs money. But the rules of the game have changed for your dealership and you know they’re only going to keep on changing, faster and more dramatically.
Phoenix-based Goodmans Interior Structures, last year’s OFDA Dealer of the Year, has some more trophies for its display case, after recently being named 2012 “Business of the Year” and “Community Champion” by the Greater Phoenix Chamber of Adam Goodman and father Murray Commerce. Goodman, who originally opened Among the community-oriented proGoodmans Interior Structures, had grams Goodmans has developed are: plenty to celebrate at their local AIM to Make a Difference, which chamber’s annual awards luncheon. continued on page 4
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And if you’ve been to previous OFDA conferences, you also know that there’s no better place to examine what those new rules are doing to your market and figure out a way for your dealership to respond. That’s why north of 200 contract dealers and installers will be in Las Vegas next October. And it’s why you’ll be doing yourself and your dealership a huge favor if you join them. That’s the pitch. Check out www.ofdanet.org/conference to learn more. continued on page X
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Dealer News continued from page 3 has provided over 70 Arizona nonprofits with free repurposed surplus furniture that would otherwise have gone into the landfill. Goodmans Eye for the Good Guy, an annual office makeover program that has provided a more productive workspace for over 14 nonprofit executives over the past eight years. GoodTHREADS, the dealership’s clothing bank program for foster children that has clothed over 1,750 children in Southern Arizona over the past three years. GoodART, an office artwork program that supports at-risk children through artwork they create. Goodman’s annual Office Chair Hockey Tournament, which brings together 16 teams from the commercial real estate industry to compete in a single-elimination tournament for charity. Goodmans also recently achieved B Corp status, a third-party certification recognizing businesses that address social and environmental concerns. “We are honored to receive both awards as we strive to be the best place to work and focus every decision on our number one priority: people,” said Adam Goodman, president of Goodmans Interior Structures. “The idea that we are connected to the greater community is a fundamental tenet of our corporate values.”
IL Dealer Tom Klobucher Keynotes ‘Best Places to Work’ Awards Ceremony If you’re in the business of creating great workplaces, your own business at the very least ought to be a great place to work, right? Keynote speaker Tom Klobucher urged his audience That, at any rate, to join the great workplace revolution at the Illinois was the message “Best Places to Work” awards ceremony. presented by Tom Klobucher, president of Thomas Interior Systems in Bloomingdale, IL, when he recently delivered the keynote speech at the awards ceremony honoring this year’s class of the Best Places to Work in Illinois. Klobucher was particularly well qualified to serve as speaker for the event. Not only has his dealership qualified for a Best Places to Work listing in each of the past three years, he has also authored a book on the subject!
“As an industry, we need to be playing a leadership role in the ‘Best Places to Work’ movement,” Klobucher contends. “It’s a key part of what we try to do for our customers every day and we should be front and center in the effort to create inspiring work environments.” If the audience response to his presentation offers any indication— he received a standing ovation at the end—Klobucher’s book offers a message that resonates far wider than just the office furniture industry. If you’d like to learn more, visit his website at www.thegreatworkplacerevolution.com.
Business Furniture of Indianapolis Merges with Everybody's Workplace Solutions of Dayton, Ohio Indianapolis-based Business Furniture has merged with Everybody's Workplace Solutions in Dayton, Ohio. The two companies are both Steelcase dealers. "The expansion of our business model into Ohio is a tremendous opportunity," said Business Furniture chairman Richard Oakes. "Everybody's Workplace Solutions is an award-winning Steelcase dealer and merging into a successful operating marketplace adds another entity as we grow to become a larger company in the contract furniture industry." The merger continues an expansion effort that last year saw Business Furniture move into the central and upstate Illinois markets of Bloomington-Normal, Springfield, Champaign-Urbana, Peoria and the Quad Cities. "The Dayton-Springfield market is a great fit for us," said David Bratton, CEO of Business Furniture. "There are many similarities between the Indiana and Illinois markets that we currently serve and the Dayton-Springfield market. We look forward to sharing our story."
Wisconsin Dealer CJ & Associates Receives WBE Certification New Berlin, WI-based Teknion dealer CJ & Associates, recently announced it has received national certification as a Women’s Business Enterprise by the Women’s Business Development Center-Chicago, a regional certifying partner of the Women’s Business Enterprise National Council (WBENC). The dealership was WBE-certified for Wisconsin in 2010. The certification process is designed to confirm the business is at least 51% owned, operated and controlled by a woman or women.
Titled The Great Workplace Revolution, Klobucher’s book presents twelve key strategies to build a truly motivated and engaged workforce and they provided the framework for an inspiring presentation to some 250 attendees at this year’s ceremony. MAY/JUNE 2012
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Dealer News continued from page 4 firms with manufacturers and tasked them with creating fashion runway outfits from manufacturers’ products.
Grand Rapids Dealer Custer Workplace Interiors Sends Feet Out on the Street for a Good Cause
Interior Solutions won for their “Elementz” creation, which was put together over a six-month span by a team of six and which used wood veneer wall covering products from Wolf-Gordon. “The event was a terrific opportunity to network with the design community and use a different aspect of our own design capabilities,” commented Payne, who serves as the dealership’s senior designer.
New Home for San Diego Dealership Innovative Commercial Environments Some of the members of Team Custer who helped raise close to $3,500 for a deserving non-profit at a recent charity run. There isn’t a dealer out there who doesn’t know how important it is to have feet on the street but in Grand Rapids recently, Dave Custer and his team at Custer Workplace Interiors had feet on the street for a particularly good reason, as a team of over 25 runners and walkers from the dealership took part in the city’s 2012 Third River Bank Run. The event is not only the largest 25K road race in the country, playing host to more than 21,000 participants, but also serves as a major fundraiser for a broad range of deserving organizations. Team Custer was running for a local non-profit that serves children with motor disabilities and they raised close to $3,500 for the organization. “Community involvement has always been an important part of the culture at Custer,” explains marketing specialist Tara Simmons, who coordinated the dealership’s involvement in the event. It didn’t hurt either that the run fit perfectly with the dealership’s own employee wellness program, so benefits from participation played out on multiple levels.
Salt Lake City Dealer Interior Solutions Garners Honorable Mention Honors at Fashion Show Fundraiser Congratulations are in order for Sarah Payne and her team at Interior Solutions in Salt Lake City, winners of an Honorable Mention for their entry in the Rocky Mountain Chapter of IIDA’s recent Fashion Remix fundraiser.
San Diego-based Innovative Commercial Environments recently moved to a new showroom that puts it in the heart of the area’s Carmel Valley market. The new showroom features seven full-height French doors that infuse the space with plenty of natural daylight and a design that features a blue/gray/white palette crafted by a local design firm. "A Carmel Valley location offered us a more centrally located showroom from which we can better serve clients throughout the San Diego region," commented ICE president DeLinda Forsythe." Since the relocation, we have already experienced a dramatic increase in sales and marketing exposure."
The event, which raised funds for the HR manager Kristy Henderson models Interior Solutions’ award Cystic Fibrosis Foundation and interior design legislation efforts in Utah, winning fashion show entry. paired teams of dealers and A&D MAY/JUNE 2012
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Latest BIFMA Numbers Show Continued Downward Trend; March Orders Off 3%, Shipments Off 1% The most recent market statistics from the Business and Institutional Furniture Manufacturers Association (BIFMA) show a continued downward trend, though market analyst Budd Bugatch of the Raymond James investment house suggested the numbers offered a more positive message than expected. For March, BIFMA estimated orders were down by 3% year-over-year, while shipments posted a 1% decline. Bugatch described the March statistics as “in-line to slightly better than our pre-report expectations.” He said
that while the year-over-year change in orders softened, March faced the toughest year-over-year percentage growth comparison of the year (+25%) and the sequential increase of 15% was modestly ahead of normal seasonality.
ing though not as fast as he would like.
He stressed that he continues to view the recent slowdown in BIFMA order growth rates as more indicative of a transient slow patch than an end to the industry’s cyclical recovery which began in early 2010.
Bugatch said he remains confident that improving corporate demand and the cycling of initial government declines will drive better order growth in the second half of the year, though he still anticipates choppy order rates for the next few months.
Bugatch noted all the industry’s key economic drivers appear to be improv-
Less positively, Bugatch noted the industry is facing difficult prior year growth comparisons given the more robust than expected initial snapback in demand following the recession.
Support the Ali Meyer Foundation Golf Tournament; Denver Dealer Honors Daughter’s Memory Through Children’s Hospital Fundraiser In Denver, the local office products and office furniture communities are getting ready for a unique golf tournament that serves as a fundraiser for a very special cause. The event, the annual Ali Meyer Foundation Golf Tournament, is organized by Dennis Meyer of the Office Liquidators dealership in Denver and his wife, Val, to honor the memory of their daughter Ali, who died in 2002 at age 13, the victim of a hit and run drunk driver. Fully 100% of proceeds from the tournament, which takes place July 30, will go to benefit Denver’s Children’s Hospital Foundation to provide medical assistance to needy children and education on the dangers of drunk driving. Since its inception in 2004, the Foundation has raised over $130,000 and bought equipment such as wheelchairs and similar rehabilitation items for children in need.
"The Foundation is our way of honoring Ali by making a difference in the lives of the many young people who seek recovery at The Children's Hospital," explains Dennis. Participation at this year’s tournament is expected to break the 100 mark for the first time, with the help of a strong contingent of industry members. The HON Company has supported the effort from day one and other major sponsors include S.P. Richards, DMI Office Furniture, National Office Furniture and Friant Office Furniture. In addition, local dealers and reps regularly send their own teams to the links-style course which has been rated the Best Golf Course in Denver. Funds raised by the annual tournament have increased every year and Dennis is hoping for more of the same this year, when the golfers head for the tees at Golden’s Fossil Trace Golf Course. The goal this year is $25,000 and Dennis and his team are actively looking for sponsors to help make that happen. You can learn more about Ali’s Foundation at www.alimeyer.org and even if you won’t be in Denver for the tournament, Dennis will be more than happy to take a check, payable to The Ali Meyer Foundation, 6960 South Polo Ridge Drive, Littleton, CO 80128. Or contact him at 303-759-3375 or dennisandvalmeyer@alimeyer.org. continued on page 9
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Industry News continued from page 7 MMPI Announces NeoCon’s Next Ten Years Merchandise Mart Properties, Inc. (MMPI) has announced NeoCon’s schedule at The Merchandise Mart in Chicago for the next decade through 2021. Future dates are as follows: NeoCon 2012: June 11-13 NeoCon 2013: June 10-12 NeoCon 2014: June 9-11
solution to be accessed from any computer or mobile digital device such as a tablet. “We are thrilled to offer this to our customers,” said Tammy Byrum, president of ECi Team Design. “ECi TeamDesign continues to be dedicated to expanding our portfolio of value-added surround solutions to meet the needs of every aspect of our customers’ businesses. We are committed to our evolving industry and ECi Cloud for TeamDesign is an expansion of our portfolio of solutions.”
NeoCon 2015: June 15-17 NeoCon 2016: June 13-15
Investor Group Acquires Groupe Lacasse
NeoCon 2017: June 12-14
Haworth and Groupe Lacasse have announced an agreement finalizing the sale of Groupe Lacasse to an independent investment group headed by Sylvain Garneau. Garneau has been president of the Quebec-based company since 2010. The private investors group also includes the family of Guy Lacasse.
NeoCon 2018: June 10-12 NeoCon 2019: June 10-12 NeoCon 2020: June 15-17 NeoCon 2021: June 14-16
ECi TeamDesign Now Available as a Cloud-Based Solution TeamDesign furniture dealer software from ECi Software Solutions is now available as a cloud-based application, ECi Cloud for TeamDesign.
“We look forward to Haworth and Groupe Lacasse maintaining a relationship as mutual customers and suppliers,” said Franco Bianchi, Haworth president and CEO. “Groupe Lacasse will experience greater opportunity to operate in the marketplace as an independent company, while maintaining a strong connection to the business opportunities offered by Haworth.” “This represents an exciting opportunity for Groupe Lacasse to continued on page 10
Making ECi TeamDesign available as a hosted solution allows the
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Industry News continued from page 9 strengthen our core business and drive our performance to the next level,” said Sylvain Garneau, Groupe Lacasse CEO and chairman of the investors’ group. “Our entire organization appreciates the support of Haworth and the confidence of our new business partners.”
National Office Furniture Announces $25,000 Gift of Inspiration Winner
Haworth Announces Best in Class Dealers Haworth recently announced its inaugural Best in Class dealerships. The 2012 Best in Class distinction is awarded to dealerships based on exceptional performance in market development, sales, customer satisfaction, operational excellence and enterprise development. This year's dealerships are: atWork Office Furniture, Cambridge, ON Brigholme Interiors Group, Markham, ON National Office Furniture has awarded its third annual Gift of Inspiration for Healthcare to the Howard Phillips Center for Children and Families in Orlando. The award is valued at $25,000.
Brooks Corning Company, Vancouver, BC Burke & Michael, Inc., Pittsburgh Business Office Systems, Chicago
The Howard Phillips Center is the sixth recipient of National’s Gift of Inspiration, with a total of $135,000 donated to healthcare and education organizations since the program’s inception in 2009.
Canfield Business Interiors, Sioux Falls, SD Contract Associates, Inc., Albuquerque, NM DBI Business Interiors, Lansing, MI
The funds will be used to support services provided by the Orange County Children's Advocacy Center, which operates as a sanctuary for child abuse victims and helps provide new medical equipment, transportation and other basic needs of low-income families.
encompas, Kansas City, MO Environments At Work, LLC, Boston Fluid Interiors, Minneapolis Heritage Business Interiors, Inc., Calgary, AB
Indiana Furniture Earns Forest Stewardship Council Chain-of-Custody Certification
Innerplan Office Interiors, Little Rock, AR Interior Systems Contract Group, Royal Oak, MI
Indiana Furniture has been awarded Forest Stewardship Council (FSC) Chain-of-Custody (CoC) Certification by GFA Consulting Group, an independent third-party accredited by the FSC to certify companies to their international standards.
Interphase Interiors, Grand Rapids M&M Office Interiors, Pewaukee, WI Norby’s Work Perks, Grand Forks, ND
FSC CoC Certification is an assurance that wood-based materials used in Indiana Furniture products come from forests that meet stringent environmental, social and economic standards.
Office Interiors, Dartmouth, NS Price Modern, Baltimore Professional Office Environments, Inc., St. Louis RCF Group, West Chester, OH SPACE, Inc., Midland, MI The Best in Class program was created to define specific, measurable standards for Haworth’s network and to recognize those dealerships that excel in all aspects of business management. Fewer than 25 North American dealerships have earned the 2012 Best in Class distinction out of a dealer network that currently includes nearly 250 companies in North America and more than 600 worldwide.
“Indiana’s roots in environmental stewardship trace back to 1905, when the company was founded and launched its first recycling program,” said Mark Plummer, vice president of manufacturing and champion of the company’s environmental efforts. “Now, with the widely recognized FSC CoC Certification, we can offer Indiana Furniture customers the option of products that meet stringent environmental, social and economic standards.”
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Industry News continued from page 10 Davies Office Earns BIFMA Level Certification for Herman Miller Ethospace Product
Mfrs Rep Lowell Dunham Still Going Strong at Age 92 If you’re anywhere near Southern California, chances are you already know Lowell Dunham. For the past ten years, he’s represented seating manufacturer Boss Office Products in that market and, he reports, there are about 100 active accounts who he says, make life interesting and keep him on his toes.
Albany, NY-based Davies Office has become the first and so far only office remanufacturer to earn BIFMA’s level sustainability certification for its remanufactured Herman Miller Ethospace panel system line. This is Davies Office third BIFMA level certification for office panel systems. The company also has level certification for its Steelcase 9000 and Avenir systems lines. “Companies that have or want Herman Miller Ethospace panel systems can now turn to Davies Office to repurpose existing product instead of having to purchase new, while being assured that their product has met the rigorous BIFMA sustainability standard,” commented president Bill Davies.
Lowell is one of those hard-charging, pedal-to-the-metal type reps who knows everyone and who brings an outstanding work ethic to every day and every customer. And on June 27, Lowell Dunham will celebrate his 92nd birthday!
The Herman Miller Collection Pops Up in NYC
“Lowell is just incredible,” says Boss VP of sales Howard Fineman. “He comes into the office every day, grabs a bunch of samples and comes back with a fistful of orders. He’s our Number One producer among the reps who cover a geographical territory for us. He just blows me and everyone else away!” “The office furniture industry keeps me out of trouble and off the street,” Lowell says with a smile. “I really enjoy the people and many of them are friends as well as customers.” And as for retirement plans? There aren’t any. “I feel good and mentally and physically able so I’m going to keep going,” says Lowell happily. “Anyway, I have retired already—office furniture is my hobby!”
For New York Design Week 2012, Herman Miller recently launched Herman Miller Collection through the newly opened Pop Up Shop in New York City. Located at 68 Wooster Street in the heart of SoHo, with 6,000 sq. feet of product display, the shop will welcome visitors through July 1. The shop marks the first public display of the renewed Herman Miller Collection, a portfolio of products that offers the ability to create complete environments—from the backyard to the boardroom—with solutions that serve commercial, home and hospitality spaces.
Wouldn’t it be great if we could all do as well with our own hobbies—and have as much fun—at age 92? Congratulations, young man, and keep those orders coming in!
Out of this World Casters Dress up your contemporary design with new wild, fun, and truly unique casters. The CA56 and CA 57 casters are available in eight fun colors with a polished chrome or metallic silver base with plate or stem mounting options. Users can choose from white, black, grey, blue, red, green, fuchsia or orange with or without a brake. The ultra-sturdy post design orbits around the wheel and boasts a surprisingly strong 170 lb. weight capacity per caster! www.mockett.com
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ROCKIN’ THE PARTY IN OUR NEW DIGS!
COME SEE US AND TAKE A DANCIN’ DETOUR FROM THE ORDINARY. Find out why the fastest growing office furniture manufacturer is now one of the largest and most respected.
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Make Your Opinion Count Participate in OFDA’s newly revamped Dealer Choice Survey The office furniture industry has changed dramatically over the past few years and during this time of low margins and product commoditization, the level of service and support that dealers receive from their manufacturers has never been more important! That’s why OFDA has revamped its annual Dealer Manufacturer Satisfaction Survey (DMSI) to focus more attention on this key issue. In previous years, the survey was designed primarily to evaluate the service and support that larger aligned and unaligned system/workstation manufacturers provided to their dealers. After much OFDA Board discussion, we have concluded that OFDA can add the most value for dealers and manufacturers in our industry through the introduction of a new, more comprehensive survey. The new Dealers’ Choice Survey is specifically aimed at providing broad dealer feedback on the product and service support they receive from non-aligned suppliers, including more specialized furniture manufacturers. Beginning June 1, contract furniture dealers of all sizes— aligned and non-aligned—will be asked to rate their top-volume unaligned suppliers in each of the six recognized product categories on which the Business and Institutional Furniture Manufacturers Associate (BIFMA) reports industry sales and consumption statistics. Dealers can spotlight one manufacturer in each of the following categories: Systems/Workstations Casegoods Seating Filing Tables Storage As the U.S. and Canadian contract furniture dealers’ trade association, OFDA established this annual dealer poll as a constructive tool to help improve dealer/manufacturer communications and relations.
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Survey results provide the basis for OFDA to recognize manufacturer excellence in their products, policies and procedures that impact dealers. OFDA will present these important new awards to winning manufacturers at its Dealer Strategies Conference, which will be held this year from October 28-30 at the Cosmopolitan Hotel in Las Vegas. The value of the DMSI survey results is clear. Manufacturers can use the information contained in the report to target areas for improvement as well as highlight areas of strength to dealers. By responding to dealer issues and building dealer loyalty, manufacturers will ultimately help their own sales initiatives. In addition, all manufacturers who have been rated by at least 25 dealers in the survey will have the opportunity to receive detailed customized results in a special report for a modest fee. For dealers, the survey offers a highlevel perspective on the comparative performance of industry manufacturers in areas that dealers typically consider to be most important. This allows dealers to consider the potential benefits of forming new relationships or strengthening them with the industry’s highest performing manufacturers as a means to further elevate their marketplace success. For more information, visit http://www.ofdanet.org/OFDADealer-Choice-Award.
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dealerPROFILE
OFFICE RESOURCES, INC. By Alicia Ellis In 2004, after 20 years with Steelcase and more moves than you can imagine, George Bell put down roots in Louisville and purchased Office Resources, Inc. (ORI), a company with a long history in the area including 38 years as a local Steelcase dealer. “There were a few reasons why I wanted to buy the dealership,” said Bell. “First I had always wanted to own my own business and create a unique culture that was all about both the customer and the employees and finally, I and my family wanted to be a part of a community and really embrace an area and become an active citizen.” Bell spent his first several years of ownership developing the company’s brand, services and support. Working with the company’s existing markets, ORI was divided into four distinct value propositions: the Contract Division, Integrated Interiors with its architectural products, ROI Express and its OF-USA catalog/custom service division. Each division functioned separately with the most time and sales effort put into contract sales. In 2007, in response to declining corporate sales, ORI turned its attention to the government and higher education markets and focused efforts on a new entity, Medscapes, dedicated to healthcare furnishings. “Starting literally with zero clinical business just five years ago, Medscapes has grown
exponentially,” said Bell who expects revenue from Medscapes will exceed $5.5 million in 2013. According to Bell, it is not enough to provide great products these days. "We do not sell office furniture,” he asserts. “We create and support high performance work environments that energize, inspire, add functionality, drive culture and help customers to attract and retain their talent." ORI offers a variety of services in support of its goal including custom millwork, refurbishing, move and project management, design services, furniture rental, warehouse management and logistics. “We believe in a ‘No Bad Job’ philosophy,” Bell continued. "We will provide the best customer experience and will always work to make things right." Given this philosophy and the company’s dedication to service, it is not surprising that the transactional market historically had not been at the top of Bell’s priorities. “Outside of the occasional catalog sales from OF-USA, the transactional market had been more of an afterthought than a viable source of income,” he says, contending that problems unique to delivery and installation like narrow doorways and steep stairs make many projects just not worth the effort and will eat up any profit made.
So when Bell was approached in November, 2010 by Bush Business Furniture (BBF) about its new transactional market program, Bell was skeptical that there was there was enough of a market for transactional products and wondered whether BBF would be able to provide the same high level of service that ORI prided itself on. “I was surprised to find out that more than 40% of our clients had fewer than 100 employees,” said Bell, who also quoted recent findings from the Greater Louisville Chamber of Commerce that in ORI’s market area, there were only 563 companies with more than 100 employees and more than 3,000 companies with fewer than 100 employees. “We didn’t just jump on the bandwagon with BBF’s program,” he said. “If we were going to invest our time and energy into expanding this market, we knew it had to be done right. We ordered products through BBF and monitored everything from start to finish. We checked on the ordering process, their delivery and installation, their customer service and even their packaging.” In January, 2011, ORI began its push into the transactional market by moving one salesperson to the company’s retail outlet just eight miles away and setting up the transactional business with its own goals and separate P&L. continued on page 16
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Dealer Profile continued from page 14 “We have learned over the past year that there is definitely value in offering transactional products,” said Bell who recently added a second transactional salesperson and expects an increase in transactional furnishings sales north of 20% in the next several years. According to Bell, transactional business offers a great way not only to reach out to new customers but also to keep in front of existing ones, especially those who are not currently buying furniture. “It is important to keep the fence up around all of your clients,” said Bell. “I am proud to say that a full 75% of our clients have been with us for more than fifteen years.” The ORI sales team consists of nine hardcharging professionals. Two cover the corporate market, three sell to vertical markets, two are involved in new business development and two focus on transactional business. Interesting to note is that each member of ORI’s sales team has a customized compensation and incentive plan specific to their
sales style, customer base and market area. “We let our hunters do the hunting in new business development while those who are more risk-averse are better suited for corporate accounts,” explains Bell, who said the salespeople are incentivized in such a way that their salaries are competitive with a lot of room for growth and development. “Our salespeople are encouraged to work together when necessary to offer clients a range of effective solutions and we will shift business from one salesperson to another if the need arises based on the market requirements. It’s ‘I’ll scratch your back if you scratch mine’ among the salespeople and it works,” he reports. It works so well that ORI is predicting a 34% increase in revenue for 2012 and was recently named a 2012 Steelcase Platinum Dealer. “We are very excited to see how business develops over the next several years as we continue to supply our community with great service, great products and great dedication,” Bell claims proudly.
Looking back at the past. ORI’s locations in 1938 (top) and 2002 (bottom)
Power Any Desk Get power and data connections to the middle of a floor without core drills, floor trenching, power poles or raised flooring. PTRC2 Series Our new and improved Power Track, with a very low profile floor-mounted raceway, encases power and data. It has an ultra low ramp that meets ADA requirements. “FINE ARCHITECTURAL HARDWARE FOR YOUR FINE FURNITURE”®
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How to
WOW Interior Designers By Stephen Witte
A problem to solve or a challenge to be met usually summons the best in human nature. Whether a friend, a colleague or a client is the one casting for ideas, connecting with that person through attentive listening, thoughtful responses and workable solutions becomes a nearly universal goal. To communicate, understand and respond are among the simple tools used with practiced sophistication in this relationship. These same tools, similarly applied, form the basis of successful relationships and partnerships between office furniture dealers and interior designers. Working with IIDA, we surveyed interior designers about their experiences, successes and pain points in their relationships with the office furniture dealers that serve them. Their answers confirmed that the majority of designers think of office furniture dealers as partners, team members and consultants. In ranking what they expect from dealers in the furniture specification process, the designers placed installation, reconfiguration and presentation materials highest. Providing 3D drawings and furniture planning services followed. The increasing complexity of panel system and benching/desking specification is an important factor designers cited as driving how they work with dealers today. Other drivers were lending specification assistance to newer designers and the growing reliance on technology for creating product orders. Designers are “leaning toward dealers” as resources for understanding products, their applications and the best values. Not surprisingly, designers anticipate that their dealer contacts will be product experts who use this expertise to the benefit of design firms and resist the temptation to compete with them for projects. Designers respond favorably to dealer representatives with well-developed communication skills and the willingness to discern a designer’s working preferences as a way of starting the relationship. One respondent underscored this important role by saying, “The continued on page 19
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e
INTRODUCING
5
easy to Specify easy to Install easy to Power easy to Reconfigure easy to Afford The evolution of collaborative furniture – see it at NeoCon, space 1147, The Merchandise Mart.
W W W.MAYL I N E.CO M
Cover continued from page 17 ideal partnership happens when the office furniture dealer brings the necessary tools and skills that designers do not have time to learn.”
Despite being separated by thousands of miles and serving very different marketplaces, the approach and techniques being used by dealers are often closer than you think.
So, what are those tools and skills and what kind of results are the dealers seeing?
Nanci Scoular, director of marketing for SideMark, a Teknion dealership with five locations in central and southern California,
says, “one of the most important contributions we can make is to clearly explain how a product solves a specific furniture challenge facing the interior designer—they are responding to the needs of their client and we are the furniture-based solution.” Scoular explains simply and objectively that they have more knowledge about and resources for furniture than a design firm, facilities manager or owner. And it is this knowledge that is currency in SideMark’s marketing approach. “The solution might involve presenting a niche product for a specific need,” says Scoular, as she explains the 300-plus product lines represented by SideMark. “We want to, and need to, stay on top of what is in the marketplace, especially in the niches.” Testing SideMark’s inventiveness for unique product solutions are the high technology customers they serve and the continued on page 20
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sophisticated design firms these leading edge businesses hire. “Not only are Zenga, Google and others pushing the envelope of technology, they are pushing it in terms of workplace design and sustainability,” she said. “In the California marketplace, interiors become part of what differentiates these high tech businesses.” They want to convey their essence through workplaces. She adds, “Offices are much more than places to house people who work—offices are a tool for recruiting, retention and innovation.” Careful reading of the RFPs that SideMark receives provides clues about what it will take to win the business. The dealer is often the recipient of an RFP prepared by an anonymous interior design firm hired by the end user solely to create it. “We have come to know the vocabularies and RFP styles of a fair number of the design firms in our markets, so by figuring out who is involved we can tailor our response accordingly,” says Scoular. In Birmingham, AL, Alan Pizzitola is another dealer working hard to build strong relationships with the local design community. “We do a lot of work that doesn’t have our name on it,” says Pizzitola, president of Business Interiors, a Knoll dealership with five Alabama locations. “I’m sure that designers appreciate the work that we do behind the scenes for them. The designers are trying to get the business and we’re trying to be a team member.” Relationships play an important role in developing the trust that exists here. Pizzitola says, “We have built this company on service to the design community, and we’ve put ourselves in that position by doing several things.”
He starts with “being the first to respond,” followed by “outworking our competitors,” and “our willingness to work behind the scenes.” Specification assistance leads the list of backstage activities. “Without a doubt, specification assistance is one of the things that can set you apart,” Pizzitola contends. “You want to be known as the firm that designers know they can call at the last minute to get help and get these things specified. I think it goes a long way and I see it as part of our responsibility—we want to be that resource.” For Pizzitola, building bridges to the design community is embedded in a dealer’s DNA. “I believe your best clients become some of your best friends, and it starts by developing relationships. Each new relationship has the potential to become a new client and each new client can become a good friend. In our business, we are heavily oriented to establishing and cultivating relationships.” A benefit of strong relationships emerges when time comes to set appointments with design firms. Says Scoular of how quickly she can get in to see a designer, “It depends on the relationship I have and exactly what kind of appointment I am making. I may call up and say, ‘I’d like to pop in, present a new product we think is worth you knowing about and get your feedback.’ It might be a new chair or a stool, something that would take just a few minutes. I can usually get that appointment the next day or within a week.” For a longer appointment, such as an hour-long presentation, the date might be several weeks or a couple of months off. “To make a longer presentation, we may even have to wait two or three months in San Francisco or Los Angeles. This is because the time slots the larger firms devote to lunch presentations are booked up far in advance,” says Scoular. A smaller firm might be a different continued on page 21
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Cover continued from page 20 story. She says that she may be able to get a one-hour lunch appointment there within a month. Relationships matter greatly in Alabama where Pizzitola sets appointments, but an additional factor comes into play. “In today’s world, where everyone is trying to do more with less, we’re calling on firms that have lost three interior designers due to cutbacks. The design firms have the same deadlines and are trying to meet them with fewer people. The lunch-and-learns, the early morning conversations over muffins and coffee—these are harder to get as a result.” More difficult, yes, but not impossible. “Being in a secondary market, I still think it is a bit easier,” says Pizzatola. “This isn’t New York City or Los Angeles, where you might not see each other all the time. It makes it a little harder for designers to say no more than once or twice.” Communication opens the door to product discussions, opportunities to be of service and setting appointments. Understanding the needs and the challenges plays a role in projects, but what about understanding as a means of looking at each designer and firm as individual entities? “Without a doubt, understanding how each designer or firm thinks and works is important,” says Pizzitola. “You always want them to call you first, you want to be their number one resource, but that doesn’t mean winning every project. Some designers we work with like to split up their work—they don’t want the same product or the same dealer all the time. We tell our salespeople they are not going to win every project with the same designer or firm.” “We begin by trying to understand what kind of a partner the interior designer or firm needs,” says Scoular. “If they are not getting a fee for furniture selection, we are asked to source all the options and work directly with the client. In contrast, on other projects, we
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are not given any client access. In this case, it is important they know we can be trusted not to contact the client. When we are allowed client contact, we treat that access delicately and keep the designer fully in the loop.” To the question of whether there is an ‘easy button’ that simplifies all of this, Scoular has a quick reply. “We could not survive with that mindset.” She adds, “Many of our staff are interior designers. We’re able to differentiate ourselves by saying, ‘We know how you think, we know what your needs are, we know the challenges that keep you up at night because we have been there.’ This experience makes us a more viable partner to interior design firms.” At SideMark, the concentration of designers encourages the dealership to host a range of social events for the A&D community. From private events with guest speakers for principals, heads of design and senior associates to monthly open networking sessions in their showrooms, SideMark presents learning and socializing opportunities. Many but not all of SideMark’s client-facing staff have interior design backgrounds. “You don’t have to be an interior designer to be a very important, knowledgeable resource for designers,” Scoular contends. Whether they have a design background or not, new hires go through a training process that involves orienting them to the internal workings of the dealership, such as the administrative staff and customer service, followed by field training. New hires look over the shoulders of experienced SideMark team members in a variety of internal and client-facing roles. A shadowing program provides the chance to observe team members in their daily activities.
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Cover continued from page 21 The training program at Business Interiors follows a similar structure, especially in what Pizzitola calls their ride-along program.
each of these areas offer a different way to connect with the designers and bring knowledge to the project.
“Routinely, we will have new staff members ride along with senior staff to show them the separate interactions you have with interior designers and with the end users/owners. These are different situations, different approaches and different relationships,” he says. “I think that both of them are learned experiences.”
Finally, Scoular and her SideMark colleagues get involved in the industry in each of their locations.
At Business Interiors, all of the salespeople have responsibility for working with interior designers. “Our salespeople are responsible for both sides of the project—it is something we call a split,” explains Pizzitola. “One salesperson might have the design firm as a client, and another salesperson might have the end user as a client. Both parties are represented, and there is constant communication and a number of joint meetings with the designer, the end user and us.” When asked about the success of this approach, Pizzitola says that having everyone in the same room for those meetings is important and has worked out very well for his dealership.
“We use our marketing dollars to create both fun and educational events, get involved on industry committees and sponsor events,” she explains. “We also take part in pro bono projects undertaken by design firms. All of this shows SideMark’s commitment to the A&D market we serve.” Looking to the future, Pizzitola believes that the strength of relationships will remain a critical success factor. “Technologies like BIM are going to change things, and as the A&D community here adapts and evolves, we will have to change right along with them,” he says. He expects the fundamentals, however, will continue to apply. “Being there for them, and providing what they need in a consistent manner will carry us forward.”
“Both the designer and the end user are enthusiastic about it because the designer comes to know that the end user has a furniture vendor that understands the big picture,” he maintains. SideMark employs a team approach, but with a different twist. The core members are an account manager, project manager, project designer and project coordinator. Account managers have the most client contact, while project managers and product coordinators handle orders, scheduling and oversee the day-to-day details.
Nanci Scoular, LEED AP Director of Marketing SideMark Santa Clara, San Francisco, Los Angeles, San Diego and Sacramento
Many account managers have design backgrounds, and all of the project designers are interior designers by training. At SideMark, however, the project designers concentrate on the furniture and the furniture alone.
President
“That is one of the reasons we use the title ‘project designer,’ to emphasize the idea that they focus on the furniture,” says Scoular.
Birmingham, Huntsville, Dothan and Gulf Coast
Alan Pizzitola Business Interiors Montgomery,
With philosophies and teams in place, what remains is the building of the relationships. What else can be said toward that goal, especially to those embarking on A&D calls in these times? “The first step, as I mentioned, is becoming a product expert,” says Scoular. “After that, remember you don’t have to go it alone—there is always someone available to fill a gap in your knowledge. Discover your internal experts, and who outside the dealership—such as manufacturer representatives or factory staff—you can approach with technical issues. Be open to including that individual in a conference call or meeting, to emphasize yourself as a partner with strong resources.” Scoular also recommends having knowledge about all of the accessories that “touch the furniture.” This includes lighting, keyboard trays, ergonomic accessories and power/data. For Scoular, MAY/JUNE 2012
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Stephen Witte is a social media consultant and advisor to manufacturers, publishers and communications executives. The survey mentioned in this article is summarized in the whitepaper “How to Wow Interior Designers in the Furniture Specification Process” written by Stephen Witte. To download a PDF of this whitepaper, visit the IIDA Knowledge Center at www.knowledgecenter.iida.org. PAGE 22
Tradeshow preview
2012: Better Than Ever NeoCon, North America’s largest contract furnishings trade show, returns June 11-13 to Chicago’s Merchandise Mart for its 44th year with a line-up of show components to educate, inspire and engage the design world. With more than 40,000 expected attendees, 120 CEU-accredited seminars, thousands of new products from more than 700 of the world’s top manufacturers, and perhaps the most impressive line-up of keynote speakers to date, NeoCon 2012 promises three days bursting with new innovations, resources and networking opportunities. Show organizers have lined up an impressive roster of keynote speakers including Richard M. Daley, former Mayor of the City of Chicago, Primo Orpilla, principal of Studio O+A. Gary Lee, Principal of Gary Lee Partners, and Ian Schrager of Ian Schrager Company.
Spotlight on Education The NeoCon conference covers a wide range of subjects and topics in the following educational tracks: Office Design, Dealer Strategies, Environmental Design, Facilities Construction & Renovation, Facilities Technology, Facilities Management, Healthcare Design, Hospitality Design, Institutional Design, Lighting Design, Professional Development, Residential Design and Senior Housing. Of particular interest for the office furniture MAY/JUNE 2012
dealer community is the Dealer Strategies seminar series that includes the following sessions: How to Sell in Any Economy––In a tough economy like the current one, salespeople must work smarter and uncover the real needs of their clients. They need to stop selling product, and learn to sell value and expertise. This session will offer practical techniques you can start to use immediately that will secure business faster in a tough economy. Discover how to break the cycle of business as usual. Learn the four steps to client security, and gain a bigger market share. IPD, BIM AND LCA: A New Alphabet Soup for Success––Office furniture dealers are going to be affected in their everyday business by Building Information Modeling, Integrated Project Delivery and Life Cycle Analysis. Hear stories and see examples of how dealers may be expected to respond in projects that incorporate these systems, and see what you can do to use these tools to your best advantage. When the Other Guy's Price is Lower––When dealer principals talk about their toughest business challenges, pricing pressure and shrinking margins are always near the top of the list. This session is designed to change the way you think about pricing, profits, margins and beating the competition. In OFDEALER
this program we will discuss strategic defenses and introduce pragmatic tactical selling approaches designed to address the commoditization of the marketplace and the resulting price pressures. The Future of the Dealer––Focus in on the next five years for the contract furniture dealer. See how you can successfully adjust to the internal and external pressures that are expected and come out on top. Discuss the role of dealer services and products, relationships with manufacturers, the impacts of integrated project delivery (IPD), changing dealer economics and dealer models. Consider how the contract furniture dealer can respond to social and economic change, and many other issues that are facing us in the near future. Visual Communications for Your Product––Fine tune your skills showcasing your product through visual media. From TV commercials to trade shows, showroom displays, still photos and many other types of visually-based advertising, find out how to improve your approach and results. Also, get a feel for how the web is migrating from text to a visual-based medium. See what can be repurposed for a multitude of media. Keys to a Successful Furniture Installation––Successful furniture installation is continued on page 24
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NeoCon continued from page 23 a tricky but attainable goal. Get a review of best practices that will put you in a position to thrive. Explore the big ideas including conditions to be aware of on site, questions to ask building management, how to coordinate the other trades that are needed and to understand who is ultimately responsible for the success of the job. Discuss what information to provide the furniture installation company prior to the job, what information to provide the end user, and why. Sales Leadership: Be a Positive Force––Sales leadership impacts everyone in your organization. It should drive culture, revenue and success but it tends to be a weak link in many firms. In this session, the speaker will share the ten components necessary to build a high performance organization. Learn what successful sales managers do to build predictable revenue. Discover the keys to lead, manage and motivate a sales team. Learn to measure and develop your team. And, very importantly, find out how to hire highly performing salespeople.
Networking News
A Plethora of Products
As always, NeoCon offers a wide range of events and networking opportunities before, during and after hours throughout the show’s three days.
NeoCon is the only place to see thousands of new product launches from industry heavy hitters all under a million square feet of exhibition space. Attendees at the show will be the first to see innovative, next-generation products and resources from more than 700 of the world’s top furnishings manufacturers for commercial office, residential, health care, hospitality, institutional and government design environments. Products will span a wide range of categories including architectural products, artwork and accessories, building products and services, fabric, floor coverings, furnishings, kitchen and bath, lighting, outdoor furniture, stone and tile, sustainable design products, technology, textiles and wall coverings.
From black tie events and fundraisers to showroom parties and awards breakfasts, there is something for everyone regardless of your networking needs. Of particular interest is the June 13 Meet the Presidents day—which gives attendees the opportunity to meet with some of the industry’s top manufacturers’ presidents— and the June 11 Best of NeoCon Award Winners’ Breakfast which is always enlightening. The most fun, though, are the showroom parties which often feature entertainment and relaxation in addition to providing dealers with valuable product information.
OFDealer will be tweeting and pinning new products live from the conference! continued on page 25
800.482.1717 www.NationalOfficeFurniture.com
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The following pages contain just a sampling of the many new products that will be on display at this year's show. Visit OFDA booth 8-3018 and enter for a chance to win a free OFDA Dealer Strategies Conference Registration!
certified by SCS
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June un 11 11-13, 1 13, 2012 Wells 325 N. W ells Street Street
EVENT E VENT
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2012: New Products AIS
From reception stations to private offices, Compete offers a multitude of components and accessories designed to fit your needs. Whether you prefer the look of the 1" profile or upgrade to Compete Plus with an executive feeling 1.5" profile, our casegoods line can suit every style. www.ais-inc.com * NeoCon 10-82
Allsteel
American Seating
The Us chair family is comprised of six freestanding base models and three fixed seating base models. Freestanding models are available in 15 different shell colors, four frame colors and 434 fabric offerings and include a four-leg chair, a sled-base chair, a stacking stool chair, and a caster-base chair. The three fixed-base model seating solutions are available iwth or without an upholstered seat pad and include a swing-away chair topper module, a pedestal chair topper module and a beam-mount chair topper module. www.amseco.com * NeoCon 10-148
Bush Business Furniture
A new addition to the Gather Collection of collaborative workplace furnishings, the Harvest Table is available in a choice of two heights––standing or seated––and comes in a variety of finishes including 15 laminate and 12 veneer style options. The open beam design provides a clean, linear aesthetic but also answers practical needs, with easy access to power and plenty of legroom minus any supports. A split-top option is another thoughtful addition that facilitates cord management. www.allsteel.com * NeoCon 11-20
Realize was designed to respond to unfulfilled needs in the transactional market. It creates exactly the right workspace — the one that works for you. Along with BBF’s Install 360 suite of services, Realize provides the right furniture where you need it, when you need it. www.bushindustries.com * NeoCon 11-115
Coalesse
The new bucket seat, Lox, reflects the spirit of the times. The clear silhouette with its flowing lines is pleasantly inviting: sculptural in shape, minimalist in materials, comfortable for the owner. On the outside, the sweeping bucket supports your back. Inside, the seat and back pads ensure comfort. Whether classy in leather or colorful in fabric, the pads provide an individual touch to your lifestyle. An elegant allrounder with a swivel - for lounging and dining, conferencing and contract. The sturdy base plate grounds the flowing forms of the seat and footrest. The swiveling barstool is surprisingly comfortable and can be adjusted to just the height you require. The button for adjusting the height is hidden under the seat. Reinforced polyamide and chromium-plated steel and upholstered seats complement each other to form a dynamic silhouette. www.coalesse.com * NeoCon 10-32
Configura
CET Designer 3.0 offers enhancements including the new user-based license continued on page 26
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NeoCon continued from page 25 model and the addition of MyConfigura, a portal to all of Configura’s cloud-based services. CET Designer 3.0 will automatically come with MyConfigura. www.configura.com * NeoCon 7-046
The HON Company
Global – The Total Office The G20 is a nylon mesh back, synchrotilter that adjusts to the user’s body weight automatically. Wide sweeping, cast aluminum lines with delicate edge details along with intricately tooled nylon components create a sharp, simple and slim profile. A highlight of G20 is its intuitive lumbar tension mechanism which automatically adjusts to your posture. www.globaltotaloffice.com * NeoCon 10-35
Groupe Lacasse
Motivate is a series of tables, seating, and presentation tools that are exceedingly mobile and adaptable. Core components are a collection of rectangular, half-round, and trapezoid tables with options that allow for fixed or adjustable height, and others that enable compact storage when not in use. The family of seats includes a café stool, task stool, task seat, high-density stacker and a nesting chair that are contoured and constructed with a flex action that moves intuitively with the body to provide optimum comfort for longer periods of time. Rounding out the Motivate offering are essential presentation tools including a markerboard and presentation cart coordinated to match the modern lines of the tables and chairs. www.hon.com * NeoCon 11-30
Kimball Office The Itsa Task 300 heavy-duty task chair is capable of supporting up to 300 pounds and includes two base models, with the choice of a rounded or square seat, seat slider, height-adjustable arms, synchro-tilt or knee-tilt control, black mid-back mesh, 55-millimeter casters and a black polyurethane base. The Itsa Task 300 is equipped with a black powder-coat aluminum base. All upholsteries from the Kimball Office Vision Collection are available at standard lead time, with five seat color options as part of the five-day Kimball Office quick ship program, Kwik Office. Itsa meets SCS Indoor Advantage Gold and ANSI/BIFMA level 2 certification. www.kimballoffice.com * 325 N. Wells St., Ste. 100
Mayline
JSI Furniture
Quad by Lacasse's harmonized lines construct a haven where work can flow smoothly and flawlessly. This collection redefines storage; the use of its components in varied lengths or heights that can be stacked or suspended enables clever use of workstations volumes. It was created for those who appreciate the value of intelligent design and the beauty of impeccable finishing. www.groupelacasse.com * NeoCon 10-42
Swish encompasses a spectrum of work styles and needs with touchdown stations and stand up work surfaces to benching components and private office plans. Swish features multicircuitry, integrated wire management, reduced footprint options, mixed materials, light open layers and multifunctional surfaces. www.jsifurniture.com * NeoCon 3-111
e5 is a complete line of open plan workstations designed for collaborative, team-based environments that can be configured for benching, personal workstations, and even private-office applications. A patentpending, intelligent technology beltway routes power and data through any configuration and places all connectivity at the user’s fingertips from a seated position. Using a minimum of fasteners with quick-connect keyhole slots, e5 workstations assemble in just minutes www.mayline.com * NeoCon 11-47 continued on page 27
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NeoCon continued from page 26 National Office Furniture Jiminy Nesting Seating is a nifty little nester that hops into action whenever needed, then smartly flips and nests for convenient, compact storage. Jiminy plays great with WaveWorks Flip/Nest tables, making it ideal for spaces such as training rooms, education environments and meeting facilities as well as offices, labs, libraries and cafés. Its profile features a sturdy X style design adding durability to its versatile nature. www.nationalofficefurniture.com * 325 N. Wells St., Ste. 110
SitOnIt
Teknion
Building on the Focus Task Chair’s ergonomic design, the Focus Side chair is available in three mesh colors, two frame finishes and a wide range of upholstery. The Focus Side features a waterfall seat, molded foam, lumbar support and stacks five on the cart, four on the floor. www.sitonit.net * NeoCon 11-50
Sidewise Compact Casegoods Workstation/Hub is a new approach to addressing the unique needs of smaller workspaces resulting from today’s shift towards more open-plan environments with increased collaborative work. Sidewise addresses the needs of smaller, less formal spaces suitable for one to three permanent, resident workers, or mobile, non-resident workers. It supports both individual and collective work and their different levels of focus, teamwork and mobility. www.teknion.com * NeoCon 10-47
Contemporary style without the traditional cost! A new Vision from HPFI.
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Is your online presence catching your customer’s eye? If you’re not online, I’m not interested! By Wayne Breitbarth
Think back to the early '90s. In those days, when businesses wanted to buy office furniture, they would start months before they were ready to place an order. Why? Well, they had to go through “the process” in an attempt to figure out which of the ten office furniture dealers in town they wanted to work with. They might have started with their most recent vendor, if they could even remember who that was because it had been so long since they had purchased any new office furniture (the stuff really does last a long time!). The next step was probably opening up a drawer in their beat-up old desk and pulling out their trusty Yellow Pages. Let “the process” begin. The steps went something like this:
Step 1 Call to set up an appointment with many of the ten office furniture vendors. Meet live and in person with sales reps and try to ascertain the differences among the products. Use the pile of brochures they received to prepare a detailed comparison spreadsheet. Schedule follow-up meetings to be sure they were comparing apples to apples.
Step 2 Contact the three vendors from whom they’d like to receive a formal pricing proposal, and notify the others that they're out of the race.
Step 3 Set up appointments with the three survivors. Require that each makes a formal presentation with a big, fat three-ring binder with lots of pretty pictures and the total price way in the back.
Step 2 They go online and investigate the available competitors and their products (they can do this anytime anywhere), using all the tools and sites on the Internet, including but not limited to: Google Company websites
Go back and forth about changes in the proposal and negotiate their price.
LinkedIn company pages
Step 4
Facebook business pages
Notify the lucky winner and the not-solucky losers.
Better Business Bureau
Now think about how that same customer goes about the “new process” today.
Step 1 They are connected via social media and/or email to a few furniture dealers, manufacturers or experts. They receive updates, articles, white papers, and other resources on a consistent basis from some of them but not so much from others. Since it's their job to stay on top of this area of their business,
Contact each dealer's references. MAY/JUNE 2012
they check out the information that seems most interesting to them because they know someday they will be back in the market for office furniture.
LinkedIn individual profiles
Other industry or recommendation sites They contact any of their friends who are connected to employees of these dealers and discuss their experiences. They also read any online recommendations they uncover. This should help them narrow the field to a few good candidates.
Step 3 Set up appointments for formal presentations, negotiate changes and price and then notify the vendors of their final decision. Think of the time they saved by not having to meet with ten different vendors, not to continued on page 29
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Online Presence continued from page 28 mention all the trees they saved by not needing all those brochures. Now, of course, this story may be a bit of a simplification, but the idea you want to take away is that things have changed, and we all need to be part of the change or we may find ourselves and/or our companies in the group that doesn't even get contacted to be a part of the new process.
What Should You Do? You want to be on the list of finalists a customer chooses after searching online for office furniture products and related services. Thus, you need an online presence that will catch the customer’s eye. Start by creating an appealing, up-to-date website and then choose the social media platforms that are best for you and your company. Develop your social media presence by: Creating comprehensive profiles Using the keywords your potential customers are likely to include in their online search
Becoming a thought leader in your industry and providing customer-focused informational content Sharing important status updates with your connections Having a connections strategy that includes not only current customers/ friends but others in your market who may be connected to potential decision-makers/influencers. Then when a customer begins an online search for an office interiors provider, chances are your name will be at or near the top of the list. I think you’re going to like this new process! Wayne Breitbarth has shared his passion for social media with more than 12,000 business professionals through private business consulting and dynamic presentations to local and national audiences, including last year’s OFDA Dealer Strategies Conference. Wayne is the author of the critically acclaimed book The Power Formula for LinkedIn Success: Kick-start Your Business, Brand, and Job Search. He is also the CFO of M&M Office Interiors in Pewaukee, Wisconsin.
Regularly updating your profiles
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