Retailers Forum Magazine - Dec. 2022

www.retailersforum.com ADVERTISING INFORMATION

ESTABLISHED IN 1981 as a buying source for store owners and wholesalers,

Forum offers advertisers a large national circulation to showcase their products and services. Many of our readers are located in rural areas where access to merchandise is difficult, making our magazine indispensable to their buyers.

Through our unique direct mail and trade show circulation we constantly rotate our mailing lists, adding new stores monthly enabling us to deliver new, fresh buyers each and every month you advertise with us.

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Printed Magazine

• Your ad is featured in our printed magazine circulated to buyers across the USA. Includes distribution at industry’s top trade shows.

Complete Digital Magazine

• Your ad runs on-line at www.RFmagazine.com

• Over 265,000+ monthly page views

• Active link to your website

Phone APP

• Your company included in our free iPhone and Android APP. Imagine YOUR company right on the buyers phones!

Reader Response

• Generates leads from buyers interested in your products through a code placed in your ad and on-line at www.vendor411.com. Free for all half and full-page ads.

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JANUARY

Atlanta Gift Fair

Los Angeles Market Week

Philadelphia Gift & Variety Show

Seattle Gift Show

The Merchandise Center, IL

FEBRUARY

ASD Marketplace Las Vegas Show

Louisville Gift Show

Magic Sourcing Show

New York Toy Fair

Off Price Specialist Show

Rocky Mountain Gift Show

MARCH

Atlanta Spring Gift Show

California Marketplace

Dallas Apparel & Accessories Show

Greensboro Gift & Jewelry Show

The Merchandise Center, IL

APRIL

Hawaii Merchandise Expo

The Merchandise Center, IL MAY

Las Vegas Licensing Show

New Orleans Gift & Jewelry Show

Northern Michigan Gift & Souvenir Show

Off Price Show NY TBD

The Merchandise Center, IL

JUNE

Dallas Gift & Variety Show

Greensboro Gift & Jewelry Show

LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show

The Merchandise Center, IL

AUGUST

ASD Market Week

Biloxi Wholesale Show

Louisville Gift Show

Off Price Specialist Show

New Orleans Gift & Jewelry Show

Rocky Mountain Gift Show TBD

St. Louis Gift Show

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show

The Merchandise Center, IL

OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show

The Merchandise Center, IL

NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo

New Orleans Gift & Jewelry Show

Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show

Greensboro Gift & Jewelry Show

The Merchandise Center, IL

Our Large Holiday Issue Hits The Mails Before Thanksgiving to Maximize Advertisers Results!

We provide physical magazines at shows or email free

digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

FOR retailers, December is the month that we have all dreamed of. It is the culmination of our dreams, hopes and hard work we have done all year waiting for this moment.

THERE is nothing more exciting than being geared up and prepared for holiday sales and reaping the rewards of your hard work and merchandising skills. Even the most seasoned retailer cannot help but become excited this time of year. It is the combination of excitement and anxiety that keeps us retailers going every day of the season.

I’VE always felt that the last quarter in our industry is a lot like a horse race. You know you are going to pass the finish line, but in which place? How large will the payout be? This is enough to keep us all at the edge of our sleds this month.

THE success that we have achieved this season will be quite well deserved for each of us. We have gotten through trying times over the last couple of years, including inflation and supply chain issues as well. No matter which place our horse finishes, it will be a blessing just to cross over the line this year!

AT this time of the year, and considering all we as retailers have

been through, this is a great time to take stock of the many blessings that we have, both personally and in our businesses. The wholesalers who advertise in our magazine and the retailers who read us are a special group. They realize the challenges and changes in our markets and react quickly to adapt.

UNLIKE the earlier days in our industry when fad items took time to circulate state to state, today they are broadcast in record time. When we see merchandise that looks promising we must act quickly and calculate the amount of inventory to bring in. Our industry moves at the speed of light and we are all forced to reinvent our wheels regularly in order to remain competitive and remain relevant. And our advertisers and readers do just that.

ENJOY your holiday time. Revel in the sales that you have made. Your income is a direct reflection of the hard work and dedication to your business that you have made. Soon we can all close down for a few days of needed rest and recharge and enjoy time with our family and friends.

WE wish all of our readers and supporters a wonderful holiday.

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NOT YOUR MAMA’S FLAGS!

EVERY now and then you see products that really are different and unique and want to include in your store or online shop to sell.

FLAGS Galore is one of the most unique companies you will find in the decorative flag market. The company offers premium quality, all weather, fade resistant, mildew resistant double- sided flags.

NOT only does Flags Galore sell the great variety of flags you will ever find, but they also design and manufacture their large line of garden and house flags.

UNLIKE cheaper unimaginative knock-offs, this line of premium quality flags are fast sellers and at great wholesale prices.

THERE are great designs available in all sayings that will encourage your shoppes to buy multiple flags from you.

FREE catalogs can be requested by phone or online.

PUT A HOLE IN IT

WHO knows why they do it, but people like to poke holes in themselves. They call it body piercing and it is a tremendous business in just about every part of the country. You do not need to own a piercing shop that actually does the piercings to sell the decorative jewelry that is purchased.

THE trick with being successful with body jewelry is to have the best quality products using high grade materials (think infection!).

BODY Candy has many years of experience in the piercing space and sells everything from eyebrow, ear, nose, septum, nipple rings and accessories. Products are made of surgical steel or 14K gold for safety and durability.

THIS month’s special is a bulk deal display #1 of Stud Earrings. This is a beautiful display case filled with 72 assorted pairs of Stud Earrings for just $99.75.

WITH CLOSEOUTS

whether we are selling in a physical location or online we need to have the most wanted goods at the best prices. The problem these days is that goods have been costing more and our margins have been shrinking. Retailers, flea market vendors and online sellers need to get ahead of the curve.

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THIS is why we all need to add closeout merchandise into our mix. Closeouts are simply goods that have been overbought, packaging changed or from a business that ceased. You can buy first quality items for pennies on the dollar...WHEN you know where to buy them.

CLOSEOUT DIRECTORY shows you where with our listings of 100’s of closeout dealers. Just $29.95 book or PDF.

RETAILING NEWS

Holiday Sales Expected to Rise 6−8%

THE data is in and it is looking good for retailers as reports show that holiday season spending is likely to increase 6%-8% from last year, with some consumers dealing with rising prices by dipping into savings or breaking out credit cards to shop.

NRF released a 2022 forecast for holiday shopping which it expects to be healthy, even with the recent inflationary challenges. Retail sales from November through December will range between $942.6 billion to $960.4 billion. That is a nice increase from last years numbers, which was a recordbreaking jump of 13.5% over 2020 which was the worst year due to covid.

HOLIDAY periods, especially the last quarter, are the most critical time for brick-and-mortar retailers, and it is a make-or-break time for businesses to create revenue.

THERE is a lot of uncertainty in the marketplace and it is encouraging to see that consumers will be shopping and remain resilient. Many lower income shoppers will be more constrained this year but the high-end affluent shoppers should continue spending money at high levels.

CONSUMER spending at higher levels continues to be robust, durable and resilient. Despite the challenges posed by the US economy, spending is being buoyed by job growth, increases in wages and stockpiled savings from the pandemic. While ecommerce will remain important, it is expected that households will be shifting back to in-store shopping and a more traditional holiday shopping experience.

Retail Room for Rent in Walmart

HERE is a unique and novel item that we just spotted. Small retailers can now lease space in Walmart stores across the country on a temporary basis, thanks to a new partnership with Popable, a pop-up show marketplace platform.

THE company is going to partner to bring new brands to local communities, providing small-business owners the ability to thrive with some great built-in foot traffic at the Walmart stores. For retailers it has been a very tough couple of years and it continues with supply chain issues and having this pop-up opportunity could be a boom to them.

IN addition, participating brands and spaces can also be listed on Popable’s website. Small businesses will be paired with their local participating Walmart to connect and enter the leasing agreement.

THE leasing agreements will be predetermined by the small business and can rage from a month to a year, and even grow into a longer-term agreement. The amount of footage each unit will allow has not been disclosed.

WITH over 2500 supercenter stores, this is an exciting way for Walmart to focus on unique items and services in the neighborhoods they serve. With many big box retailers selling space in their stores (Target is adding Ulta as well as Kohls adding Sephora), this gives smaller retailers and local businesses a rare opportunity to reach the foot traffic that these big stores have and introduce their products to a group that maybe is not familiar with them. There has been no word yet on the pricing that will be used to structure these leases or a site for the application. It will also be interesting to see what, if any, restrictions will be put on vendors on what type of products they can offer at the stores.

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Continued from last issue ...

A

Review of Top Self-Marketing Secrets

1. Sell angles, not ideas, that shout “new & intriguing.”

2 Create a sizzling title that’s so hot readers can’t pass it up. Use puns, cliches, & even the rhyme of songs to get you thinking.

3. Summarize your article idea in a query letter to sell an editor before you write the article

4. Target your message to a specific audience by selling articles to trade journals.

5 Write a book it’s the ultimate credibility builder.

6. Start your book by writing a 2 page query letter to an agent.

7 Sell a publisher on your idea with a book proposal that spells out the book’s unique angle & sales potential.

8 Consider independent publishing to get your book out fast & to maintain control.

9. Write a newspaper opinion piece to express thoughtful opinions you want customers & supporters to read

10. Send informational white papers to clients & prospects to demonstrate expertise & authority in your field

11. Merchandise your writing: Send copies of articles & books to decision makers to build credibility & to give them valuable information If you prompt someone else to succeed; you will have too.

12. If you don’t like to write or don’t have time, hire a ghost writer

Speak Up and Often

A PLATFORM FOR INCREASED PROSPECTING

Feeling nervous before stepping up to give a speech in front of a roomful of unfamiliar faces is natural As Lily Tomlin said, “We’re all in this alone.” The fact that your knees buckle and your vocal chords tighten when you think about public speaking is no excuse for not using this powerful vehicle to propel yourself into a new sphere of influence. Public speaking is unequivocally the fore most fear among Americans; it is also one of the most powerful ways to market yourself and your business.

Before giving into your fear, ask yourself what you are afraid of. A University of Michigan study showed that 60% of our fears are totally unwarranted, 20% have already become past activities, and 10% are so petty that they make no difference. Of the remaining 10%, only 5% are real and justifiable. In other words, there is a 21 to 1 chance that any fear you have of trip ping up at the podium is not based on fact, but on having the wrong focus. It’s not what hap pens to you that matters but what happens in side you that counts What you believe determines what you receive.

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The most important element of successful public speaking is knowledge about your subject. That, coupled with pointers from pros and sheer determination to overcome stage fright or the imposter syndrome, will allow you to be come a sought-after speaker. Instead of buying advertisements to tout your expertise, you’ll be paid to share it with others and you’ll win new leads.

Positioning yourself as an expert in a field by giv ing talks on a subject is the ultimate soft sell. Rather than your asking for an appointment with someone, your prospects have made the decision to invest time & money to come hear you. Ronald Kent, president of a mutual fund and partner in a small brokerage firm in Kailua, Hawaii, is an engineer turned stockbroker. Although he was successful as a senior engineer

for Aerojet General, he realized he was making more money fiddling with stocks on his lunch hour than working all day at his drafting table. So Kent switched careers and started selling high quality blue chip stocks. But, as a reserved engineer who shrivels when someone turns him down for lunch, Kent knew he needed to promote himself in a way that provided a path of least resist ance. Speaking be came the one way he could sell without making cold calls on strangers.

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“I knew I’d never over come my fear of rejection, so I invested my creative energy into finding ways to sell where I couldn’t be re jected,” says Kent. “I began speaking about investing as a way to let people know who I was, what I was about, and what I believed. Those who liked what I said and wanted me as their stockbroker would seek me out after my talk. I didn’t have to worry about those who weren’t interested.” When you’re the speaker, people seek you out. What a refreshing change in the sales cycle.

Mak e T The C College C Classroom

Your T Test L Lab

Securing speaking engagements is not as easy as throwing your name into the hat. You have to prove that you have a business track record, a unique message worth hearing, and com pelling speaking skills. Before taking your show on the road, think about starting in a safer environment the college extended studies program. You need valuable credentials for a college or university to consider you for a position; but you have the advantage of preparing for a multiweek course, perhaps using a text book, and speaking in an environment in which lecture notes are acceptable.

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Authors of this article have used this platform to establish their credibility and expertise and to earn business. For Diane, the step up to the podium didn’t come easily. An 8th grade drama teacher ’s comment that her voice quivered and she’d never make it on the stage stayed with Diane until age 30. Even holding corporate public relations positions, being in terviewed by television reporters, and address ing boards of directors didn’t put her at ease in front of an audience.

Finally, in 1984, when Diane sold her book, Get Published: Top Editors Tell You How, she realized that to increase book sales, she had to go on the circuit and talk about it. The first time Diane addressed a roomful of people in Austin, Texas, she prepared a power packed speech filled with pithy quotes from top national magazine

editors and useful how to’s for would be writ ers. But instead of telling the audience what she had learned from the most prominent editors in the country, she read her speech. Every sin gle word. When one attendee wrote in his evaluation, “Diane, just talk to us,” the author turned speaker real ized that she’d better practice speaking in public if she wanted to sell herself and her books.

Diane started simply. She signed up with a pri vate education and seminar company and of fered a course on selling to the top national magazines in the comfort of her living room. With an audience of a dozen or so friendly faces to whom she served tea and cookies, Diane felt safe and free to talk easily about what she knew.

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With that first successful step, she gave talks on publishing to professional public relations, marketing, and writing organizations. Back of the room sales of Get Published made the en deavor worth the time Positive comments from the audience about her understanding of the field spurred her on.

After a talk to the Public Relations Club of San Diego, a member of the audience who worked at the University of California, San Diego (UCSD), passed along Diane’s name to the director of the writing program for the Extended Studies College. That referral re sulted in her teaching for 5 years at UCSD and serving as director of 2 major writers’ conferences hosted by the University.

In addition to being paid to talk about her first love, Diane overcame her speaking jitters and learned how to work an audience using humor, personal stories including professional foibles, which audiences love and practical in formation that can turn around careers. She gained recognition as an authority on national magazine publishing and book writing. Stu dents she met in class often became clients for her public relations and marketing company, and others who repeatedly noted her name in the catalog called upon her as an expert writing consultant.

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Diane has spoken on pub lishing at writers’ confer ences nationwide and on public relations and market ing to corporations, associa tions, women’s rallies, and the chamber of commerce. But one goal re mains: to track down that junior high drama teacher and let her know that even an audience of 500 can’t make Diane’s voice quiver today.

Henry took a similar tack to establish his ex pertise and to earn new business. He taught through the Learning Annex and UCSD Exten sion to position himself as a marketing guru. The catalog listing his class and instructor bi ography reached 100,000 people each quarter and proved better exposure than the Yellow Pages. Many businesspeople use the catalog to

find speakers on specific subjects. One resultant speaking engagement for Henry generated a $1 million account for the public relations and advertising agency where he was vice president.

Additional speaking stints, such as one night a week classes or Saturday morning seminars on “How to Make Your Business Famous” and “How to Get Big Results on a Small Advertising Budget,” generated additional invitations for his agency to bid on accounts they probably wouldn’t have heard about otherwise. And every presentation he has done for the chamber of commerce on marketing businesses has gen erated at least one new business lead. Henry believes that the more times you present your company to prospective clients, the closer you get to landing the next big account.

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Charles Mann, a personal fi nancial adviser, also taps the extended studies market to at tract corporate clients. He reg ularly gives fi nancial seminars through university extended studies programs. The sessions are strictly in formative, and there is no hard sell of him or his firm. However, all the handouts are photo copied on his stationery that includes his phone number Mann receives most of his clients from these efforts. It appears that extension students seem to be more motivated, better educated, and more attuned to forming alliances than the average person in the industry.

Tie i into Your C Chamber and M Move Out f from Th ere

Providing opportunities for businesses to succeed is part and parcel of the chamber of com merce, and therefore an excellent place to become known as a speaker. Chambers of com merce typically host workshops and seminars for members and are always looking for pre senters who will offer inspiring, insightful how to’s in exchange for exposure and height ened credibility.

Take time to get to know the individuals who coordinate seminars for the chamber But real ize that few things come without a price tag.

F O R U M WO R K S H O P

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You will need to volunteer for committees and task forces to demonstrate your commitment and expertise. Then, when you’ve made in roads, let your desire be known to speak to pro fessional groups.

Jeanine just, owner of Kreative Solutions in Laguna Beach, California, used the local chamber to book speaking engagements after leaving the corporate world to found her own “success” coaching company. “I wanted to position myself with the path of least resistance, so I went to the president of the chamber of commerce and told him what I did,” says Just. “He slipped me in as an expert for an upcoming program.”

Making the leap from an arena where you are known, such as your own professional organization or the chamber, to the corporate world and other professional associations, takes mar keting know how. In addition to using con tracts to get your foot in the door, a creatively designed and expertly written speaker ’s bureau brochure and personalized cover letter can serve as an entree. Include a business reply card on which potential clients can check off the topic they are interested in and request that you call to set up an appointment Once your brochure has been in the hands of prospects for a week or two, follow up with a phone call. Work to secure an appointment to present yourself and your topic and to demonstrate the new approach or information you have to share

F O R U M WO R K S H O P

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With her awareness established through the chamber, Just began contacting corporations di rectly to provide private success coaching and training programs. She calls her approach edu cational marketing. Rather than give a hard sell, Just educates companies about her unique niche in the marketplace and how her service strengthens employees’ skills. “I have a service that is new and needs explanation,” says Just. “They need to experience me to understand my philosophy and approach.” Over the 6 years she has been in business for herself, Just has made strong connections throughout the coun try and is now beginning to become interna tionally known. As she grew professionally, she asked for larger and larger speaking engage ments. Three years ago, she landed a talk for Senator William Campbells’ conference and was billed with Oprah Winfrey and Mrs.

Anwar el Sadat. More than 14,000 participants packed the conference and heard Just’s speech, “Self Worth: Your Ultimate Power.” The result?

Within 3 months, Just was performing warm up acts and break-out sessions for Elizabeth Dole’s political confer ences during the 1988 presidential campaign, when her husband, Bob Dole, was vying for the Republican nomination.

“Initially I spoke for just an honorarium, but within a few years I worked up to almost $1,000 plus expenses per speech, and it won’t be long before I’m commanding $2,500 per presentation.

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Just started out as a consultant who used speaking as a marketing technique to attract new clients. Today, 50% of her business is pri vate coaching and 50% is public seminars. She expects that, within another few years, she will earn most of her income as a professional speaker. With a goal of $25,000 per hour long talk (not unheard of for the cream of the crop), she’ll no doubt be living well.

That brings up a point. As someone marketing your business through speaking engagements, should you charge a fee to speak? Yes, but not when you are launching your career and not al ways even after you’ve become established.

“I did free speeches when I first started speak ing to promote my business, and I still do be cause we all owe something back for the

opportunities we’ve been given,” says Marian K. Woodall, who created Pro fessional Business Communications after a 25 year career teaching college. “But it’s important for any one who says they are enough of an expert to give a speech and who has the qualifications, to ask for an honorarium when appropriate. You wouldn’t ask a doctor to come perform a little surgery over lunch, in exchange for a plate of chicken and rice. Those profes sionals who tend to speak for free make it hard for professional speakers to get the fees appro priate for their expertise.”

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M WO R K S H O P

There are times when you want to give away your talent. Save pro bono work for your own professional organization, for the chamber of commerce who has referred business to you, and for charity. Otherwise, once you’ve established yourself as an expert, charge a fee, how ever small.

A television reporter for the Fox network has a policy that she will not serve as a keynote speaker or master of ceremonies without an honorarium. She doesn’t have a set fee sched ule; she leaves the payment to the discretion of the sponsoring company or organization. The honorarium policy has enhanced her stature and trimmed her bookings to groups that really want and appreciate her.

Offer Free , Informative Seminars t to Attract Clients

You don’t have to wait for an invitation to speak to have a plat form for your wares. Hosting a self-sponsored seminar or work shop is equally valuable to your prospects and your business. There’s a plethora of financial planners holding investment seminars and attorneys sponsoring living trust seminars. Real estate brokers offer free workshops on how to buy a condo or how to get the most value from home fixer upper projects.

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R K S H O P

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These workshops are typically offered at no charge or for a nuisance fee of 5 or 10 dollars to weed out the Lookie Lou’s from those serious about the subject and ideally those who would be better prospects of coming back to the speaker for consulting services.

Jean Nave, owner of Motivational Dynamics and author of 3 books, including Women: The World’s Greatest Salesmen, left her position as marketing director for a computer firm to launch her own sales training company. She set her sights on having corporations book her for in house training. To get her feet wet and to earn leads, she offered off site seminars on how to decide if a career in sales is for you. She booked a room at a local hotel for $100 for a half day and charged $35 a person for the seminar. She spent $20 on printing flyers, which she dis

tributed to corporations, primarily through the administrative secretaries. “In most cases, since my original topic was centered around my book and women in sales, I was able to interest the secretary in the program herself, and once she bought into it, it was easy to get the flyers posted,” says Nave.

Nave marketed her seminars to women who seemed frustrated by their careers, including nurses and teachers. “I knew from the research I did for my book that women in nursing were well educated but frustrated with their careers, and teachers were also intelligent individuals but underpaid for their ability.” explains Nave. “My seminars let them evaluate if sales was for them and gave them tips on how to sell.”

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“I filled the seminar each time, and most of the women who attended were from large corpo rations, so they later became my connections to book corporate seminars.”

After hosting 10 seminars of her own, for which she made about $1,000 or better a day, Nave had the entree she needed to take her talks in house. Today, 8 years later, she is still getting calls from individuals who attended one of her original seminars. “They liked what I did and hung on to my name,” says Nave.

Nave says that what makes her memorable is that she is com pletely original. “I didn’t read what anyone else was doing in sales training when I started,” she says. “Instead I looked in

side at what I had been doing as a coach, man ager, and self motivator. Then I poured out what I did and developed a seminar around it.”

After starting with the obvious night school and university classes and moving on to speak ing to corporations, stockbroker Ronald Kent decided to find new ways to spread his reputa tion. He did the unthinkable and approached his competitors. Like Dracula taking care of the blood bank, he convinced savings and loans, banks, and federal credit unions that his con servative philosophy was consistent with theirs. Time and again, these financial institu tions have sponsored Kent to present programs for their depositors. “The fact that I sold them on the idea is one thing; but that they have asked me back over and over makes me even more proud,” says Kent.

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F O R U M WO R K S H O P

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To find other nontraditional routes to market his services, Kent also convinced a leading department store in Honolulu that had just opened a fine restaurant to invite its best cus tomers to an exclusive dinner meeting about personal finance. The dinners were so well re ceived, that they grew into luncheon programs.

When strictly women showed up for the lunch eons, Kent turned that into a sales tactic and began advertising them as women only invest ment programs. The year was 1965, and since Kent was the first to offer women such an op portunity the media attention alone was worth his time and energy.

Today, Kent gives 50 to 60 speeches a year. But he controls whom he attracts by creating talk ti tles that will bias an audience. “I want to appeal

to the type of individuals who would make good clients for me,” says Kent. “I don’t want traders, speculators, or get rich quickers. My titles appeal to the conservative and stodgy. Hot shots don’t sign up for seminars entitled, ‘Gentlemen Prefer Bonds,” ‘The Feeling Is Mutual,’ or ‘Realistic Investments for the Cautious Investor.’“

Kent doesn’t view speaking as a shortcut to making the sale. In fact, he often doesn’t reap immediate rewards. “It’s not uncommon for new clients to tell me that they heard me speak 10 years ago, and that a recent inheritance or home sale prompted them to remember that they liked what I had said and decided to come in to talk.”

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Today, as a member of the National Speakers’ Association, Kent sells his speaking talent as much as his financial expertise. His most pop ular topic for the noninvestor audience is developing creativity for problem solving. If people want to speak to promote themselves or their business, Kent advises them to tap into their creative reservoir to develop a personal trademark. When you’re first starting as a speaker, learn the traditional, recognized approaches to the business, he says. Then figure out what makes you unique and go with your strengths.

What makes Kent a sought after speaker is his ability to excite the audience. “I can talk about the mildest subject, but people come out think ing they’ve just had a revelation,” says Kent. “After analyzing tapes of myself, I realized that

my speaking style triggers something in the minds of people listening to me that sets them on their own internal journey. It’s much like the talent of an inspiring church minister. It’s the exciting stuff going on inside their own heads that makes them think I’m a terrific speaker. In reality, I’m just the catalyst.”

Channel Ne rvous Energy

Zig Ziglar, an all star in the big league of motivational speakers, says that if you put a mule on stage, it will stand there unimpressed, not thinking a thing about the crowd and bright lights. But if you put a thoroughbred horse in the same situation, it will pace nervously, balk, and whinny.

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It’s natural to be high strung and self conscious when you put yourself in front of an audience that expects you to entertain, inform, out knowledge, and out experience them in the field. If you’re a champion like the thorough bred, expect to be jittery, but learn to channel that nervousness into positive energy.

Just like an airplane pilot views flight time, re member that the more you speak in public, the better you’ll get. Teaching college courses, for which you have to prepare lesson plans and present week after week for 6 weeks or 3 months, is a perfect arena in which to practice. One of the benefits of teaching is that teachers always learn more than students. Knowing you have to face 30 students once or twice a week forces you to research your material and have enough to say to fill the time slot. Night by

night you’ll become more and more comfortable speaking to a group, and you’ll know your material so well that having to rely on notes will become a thing of the past.

To quickly win over a classroom of students, Henry makes it his trademark to learn every single student’s name the first night of class. Since all memorization is repetition and associ ation, he repeats the student’s name a number of times in a row in conversation and then tries to exaggerate the name in his mind by associat ing it with something funny or memorable. When he came across a student in his class named Noonie, he thought of the movie High Noon with Gary Cooper. Henry set the record one night when he perfectly memorized 68 names in 20 minutes.

If you can’t teach a class be fore you launch your speak ing career, you can at least offer your services as a guest lecturer to undergraduate college classes. Local profes sors in your field are excellent persons to form linkages with, and you’ll be doing them a favor by vol unteering to lecture to one of their classes

A professor frequently asks Diane to be a guest lecturer for his magazine article writing class. After several speeches, the professor recom mended Diane to the editor of a local trade journal, who subsequently assigned thousands of dollars worth of writing to her company. In turn, the professor has served as a guest speaker at the writing classes Diane teaches.

If you don’t have the opportunity to use college classes as a way to build your speaking skills, at least practice your craft in front of colleagues at work or family and friends Prior to giving a new talk, Henry assembles a half dozen unassuming office mates and lures them to listen to his speech by buying them a soda.

Practicing in front of a live au dience is essential Rehearsing telling jokes and anecdotes in front of a friendly crowd will help you to get the rhythm and pace of the story. If there is a punch line, play with the emphasis to see which varia tion gets the biggest reaction. The same holds true for a serious or especially moving story.

F O R U M WO R K S H O P

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To make sure she knows her material well, Jean Nave reads her material into a tape recorder and then plays the tape continually to herself for 2 weeks prior to her speaking date. “By the time I go on stage, it’s as though I have given this speech 30 to 40 times before,” she explains. “I have internalized the information so that it flows easily from me. I abhor memorized speeches because they are not natural, but knowing your material well so that you can easily recall statistics and anecdotes makes you look like a pro.”

There are few things as nerve-racking as looking at the blank stares of an audi ence and wondering if what you’re saying addresses their interests and experi

ence. Rather than guessing whether your speech meets the audience’s needs, talk to a few members of the organization before you prepare your speech.

Ask the individual who booked you to suggest key members of the group or business that you can contact. Call these people and find out about the group and what it wants from your talk. Contacted individuals will feel honored that you’ve taken the time to ask for their opin ion. And they’ll give you good pointers for the direction of your speech.

If polling a number of members won’t fit into your schedule, ask the program chairperson to fill out a questionnaire you’ve designed to identify points of interest and concern the group would like you to address.

R

M WO R K S H O P

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Quest Management Consultants of Bonsall, Ca., sends out a pre program questionnaire that includes information such as:

• number of attendees, male & female

• average age

• job responsibilities

• session objectives

• key issues to discuss/to avoid

• name & title of introducer

• start & end time for your talk

And while we’re talking about sending things ahead to the program chairperson, always remember to get the request for your talk in writ ing whether or not you are being paid to speak. To make things easy, prepare an agree ment in which the person who “hires” you sim ply has to fill in the blanks (time, date, location, program title, and speaker ’s fee), sign and date it, and return it to you.

Another way to feel more at ease with the group you’ll be speaking to is to arrive early at the seminar or speech site.

Jean Nave makes it a point to always arrive at her talks a half hour early so that she can mix with the people and in corporate discussion into her speech. That kind of intimate knowledge shows that she is one of the fold, in tune with the audience’s needs.

Jeanine Just of Kreative Solutions says she hon ors the attendees who come to her talks by ask ing them why they came and what they want to learn “I’m not a canned speaker; I never say the same thing twice,” says Just.

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M WO R K S H O P

“Instead of inflicting information on the audience, I identify their needs and then, through an interactive, participative session, we all laugh and commiserate together, and we all come away knowing more than when we started.”

Armed with inside knowledge, you can feel more at ease from the moment you step into the room where your speech will take place. First, you are no longer a stranger; you’ve already es tablished a phone relationship with a handful of individuals in the audience. Find out who those individuals are and take the time, before you go on, to introduce yourself. Being able to spot a few familiar faces in a sea of unknowns will help relax you as you speak. And when you address the audience, you can let them know that you have talked to members of the

group with comments like, “George Bryce said the most essential piece of information he wanted to learn today was ... “ or “Candace Higgins said that a major concern many of you have is ... ”

Your audience will be impressed that you cared enough about their needs to do your home work. And because you did, your speech will be easier to make and more valued. Encore! En core!

Getting Started: M ake Your Warm up Sizzle

Grab the interest of your audience with a great introduction.

continued...

There are a number of approaches that work as lead statements.

Choose the one that works best for your particular subject and speaking style. Here is how a member of the Building Industry Association would address a roomful of devel opers using each of the speech lead options.

• DIRECT STATEMENT

San Diego is at a crossroads. The San Diego we love will vanish if we don’t find solutions.

• ENGAGING QUESTION

If you could wave a magic wand and solve one problem in San Diego, which problem would you choose? Let’s talk about solutions that are right for San Diego, the environment, the economy, and future generations.

• PERTINENT QUOTE

Henry Ford once said: ‘Don’t find fault. Find a remedy.’ Today, let’s explore some remedies for San Diego.

• SHOCKING STATEMENT

If we don’t do something now, America’s finest city will become America’s finest mess.

• HUMORIST INCIDENT

Whatever works for you. Humor is personal.

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• HUMAN INTEREST STORY

Travel back in time to a century ago. The year is 1891. A 36-year-old Illinois native arrives by steam train at the Santa Fe Depot in San Diego. He heads north by horse & buggy and comes across a barren high mesa of land. Acting as his own architect, he constructs roads, plants trees, creates ponds, and begins building a home. It was to have 47 rooms and all of the grandeur of a California hacienda. He called it “Miramar,” after a castle outside of Trieste. Today we call this area Scripps Ranch. Building homes was a lot easier when newspaper tycoon E.W. Scripps arrived in San Diego

Let T Them E Eat C Candy: Your S Style P Pre cedes Y You

You’ve got to have something valuable to say to earn an audience’s attention, but to keep it takes style and pizazz. To keep head nodding and eye-glazing to a minimum, you must command attention.

Henry exudes energy every time he speaks. The first thing he does when he rushes up to the podium after an introduction is to turn on a kitchen timer and set it on top of the lectern. That simple gesture lets audience members know that Henry respects their time. It also shows that he knows he’s working under a deadline and that when the timer sounds, he’ll stop.

The audience senses from the beginning that Henry must have a lot to say and that there’s no way he’d waste time on unimportant information.

Next, Henry passes out handouts that highlight the main points of his presentation, with blanks for important points and statistics that the au dience will fill in. This keeps people on their toes, yet not tied to taking rote notes. They know that they can just listen, but if they want the most from the information, they’ll be filling in the blanks and keeping pace with Henry.

Henry never returns to the podium. He moves out into the audience, even if it is several hun dred people large. And just in case anyone isn’t

paying attention, Henry throws out a question. When someone volunteers an answer or an an ecdote, he quickly reaches into a bag of tricks, and tosses out a candy bar stadium vendor style to the lucky respondent filling the house with laughter and keeping the audience on its toes. To keep in step with the healthy lifestyle, he now also throws apples and oranges.

The treat tossing antics consistently score high marks on Henry’s presentation evaluations. Since studies show that people retain 90% of what they say compared to 10% of what they hear, the reward participation technique makes Henry’s speeches interactive and people re member him for it. And, since it’s what his au diences like best, he keeps giving them what they want.

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Handouts are also an important part of talks presented by Jeanine Just. “People want information they can take back with them, and handouts are perfect for that,” she says. “I al ways make sure that the handouts include humor because if the presentation isn’t fun, you can forget it as a speaker ” And most likely, the audience won’t remember you.

Jean Nave, owner of Motivational Dynamics, makes sure her handouts are keepers by includ ing quotes penned in calligraphy. “I’m a collec tor of quotes, and so are many other people,” says Nave. “Attractively written quotes get posted, and when that happens, so does my name on the top of the handout. It’s advertising that brings me business ”

Other presentation aids are also important to keep your audience involved. It’s been said that 87% of what people learn comes from sight, and that the remaining 13% of learning is di vided into hearing (7%), smell (3.5%), touch (1.5%), and taste (1%). Flip charts using brightly colored markers, overhead transparencies (try yellow and blue instead of white), chalkboards, and short videotapes are other visual media that can help you drive home your points. Just remember to keep visual aids simple one idea per slide or overhead is plenty. You can also make use of role playing, small group discus sion demonstrations, short true or false quizzes, and even children’s stories, puzzles, and games to help your audience discover for themselves what you are trying to impart.

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Be Real: Admit Past Indiscretions

One of the largest draws to a Public Relations Society of America meeting was the presentation, “My Favorite P R Failure ” Six seasoned, highly re spected pros in the field agreed to share a case study where something went awry. Chapter members, media, and guests flocked to the luncheon to laugh at someone else’s mistakes.

While attendees need to know what to do to be a success, no one wants to look up to the speaker as a god. If all you can tout are your ac complishments, you make success look easy and a bit distant to mere mortals who daily bat tle life’s challenges You’ll earn respect and ad

miration from the crowd if you candidly share mistakes you made along the way. With you serving as the fall guy, others can avoid those pitfalls and more quickly reach their goal. After all, if they wanted to make all those mistakes themselves, why would they attend your sem inar or speech? They’re paying you to share shortcuts to success, and they want to know how not to do something as much as how to do it. People want to hear personal stories, and if you can illustrate a point with a funny story, all the better.

Our next article will conclude “Be Real: Admit Past Indiscretions” and a new topic: Conclude With A Call To Action

continued in next issue ...

MaGaZINeS

Swap Meet

This exciting monthly magazine connects flea market vendors with wholesalers across the United States who specialize in supplying merchandise and services to flea marketers and swap meeters. It provides excellent resources for merchandise and each issue contains a bonus Directory of Flea Markets throughout the United States, listed by state order and includes full addresses, days of operation, and details of each market.

Retailers Forum was established out of the need for product sources among small retail merchandisers. Each month, Forum’s advertising pages feature merchandise offerings from the country’s !eading wholesalers, manufacturers, and jobbers. Don’t confuse this magazine with some of the “opportunitytype” publications offering products that are outdated and way over-priced. These are real rock-bottom wholesalers offering prices like Videos at $1.25 • Sunglasses at $3.00/dz • Rings at $0.25/ea. Buy where the retailing giants buy!The advertisers are professionals in theirfields, offering you variety, service, monthly specials, closeout specials, and the lowest prices available. Best of all, they will ship UPS no matter where in the United States your business is located. Minimum orders are as low as $50.00 with many wholesalers. Many advertisers offer further reduced rates for bulk buying at enormous savings to you.

A long-time leader in the closeout industry, this monthly newspaper brings you the BEST closeouts and overruns on the market. By using this powerful buying tool, every month, you will gain access to hundreds of new suppliers who offer the finest selection of closeout (below wholesale) merchandise available anywhere!

Find Apparel, HBA and Cosmetics, Electronics, Home and Houseware, Fragrances, Jewelry, Sporting Goods, Tools, Toys, Videos and DVDs, and more. For larger discounts, many dealers sell pallet truckloads that will make you even more profits.

SoloMayoreo

Written in Spanish, this big monthly newspaper is the best thing to happen to Hispanic retailers! Sources abound for variety merchandise of all kinds to fill store shelves and flea market booths.

No. SOLO-S ...(Sample Copy) ...$7.50

No. SOLO-SUB..(12 Issues) ...$60.00

USA Closeout Directory

Now, more than ever, it is essential for the success of your merchandising business to buy goods at the lowest prices possible. Our bestselling USA Closeout Directo-ry shows you how and most importantly, WHERE. Hundreds of closeout dealers specializing in selling goods o en priced as low as 10¢ on the dollar are listed. Re-tailers, ea marketers, home party plan sellers ...anyone who sells merchandise needs this directory! Clothing • Electronics

• Jewelry • Toys • Watches • More!

Order No. 4Closeout Directory - $29.95

Dollar Store Merchandise Guide

e most complete directory of wholesalers and manufacturers in the USA specializing in dollar store merchandise. Hundreds of companies are listed with complete contact information, including the type of products they sell. If you have a dollar store, or are planning to open one, this new directory is a must!

Order No. DSM • Dollar Store $29.95

Toy Importers & Wholesalers

is is the de nitive guide for nding toy suppliers. Features over 156 pages of listings of both importers and manufacturers. Included are names, addresses, phone and fax numbers as well as company websites and e-mail addresses and descriptions of lines carried.

Order No. TOY $29.95

Directory of Smoke Shops

Directory contains over 7,000 Smoke Shops/Head Shops in the U.S. It includes key buyer’s names, personal e-mails and phone numbers. is directory is emailed to you in Excel format and is updated regularly.

Independent Sales Rep. Directory

e Independent Apparel Representatives and Multi-line Showrooms directory includes information on over 1,000 independent sale agents and multi-line across the

Wholesale Sources

Imagine a book putting 1000’s of wholesalers at your fingertips! This is the most accurate and useful resource guide you’ll ever own and refer to daily!

• Apparel • Electronics • Fragrances • General goods • Gifts • Housewares • Leather • Jewelry • Novelties • Sunglasses • Watches • Toys and more!

No. W1 Wholesale Sources $29.95

Auction Directory

This is THE definitive guide to auctions! It not only tells you WHERE all the auctions are (all 50 states) but also HOW to participate in the auction process. Cash in on all government auctions, housing auctions, jewelry, cars, boats and more. Up-to-date information gives you names, addresses and phone numbers! And, unlike other auction websites or programs that require you to purchase updates or subscribe to monthly or weekly pay-per-listing services, once you have this book - You need to buy nothing else! It’s an incredible book you can use minutes after you receive it. Change your life today. Buy a home, car, or indulge in jewelry.

Order No. AUC- Auction Directory - $39.95

Hobby & Craft Suppliers Guide

The crafts industry is one of the hottest-growing segments in the marketplace today. Scrap-booking, painting, needle-crafts and sewing are hobbies that are sweeping the nation. We have compiled the ultimate directory of wholesale suppliers furnishing materials for this huge industry.

• Art Materials • Baskets • Beads/ Trim • Ceramics • Dolls • Fabrics • Floral • Holiday • Paint • More!

Order No. AC $29.95

Hidden Wealth

With this authoritive Directory, you will learn to turn pennies into dollars and get goods dirt cheap ...even free! Written by a retired liquidator, the author shares his well protected secrets and workings of this extremely profitable industry. L earn why those in the business have kept it confidential. You can now have a piece of it.

Discover the proven techniques and see why there is no better information anywhere at any price. Everything you need to succeed in this high profit business is right here. Work full/part time from home!

Order No. 1-88422-24-2 Hidden Wealth $39.95

This exquisite directory will bring the world’s finest jewelers directly to you! Featuring fine jewelry of all types including: • Beads • Diamonds • Gemstones • Gold • Silver • Much More! The suppliers list their names, addresses, websites and specialties.

All feature high-end quality jewelry that is sold wholesale for resale. You would have to travel the world over to view the thousands of suppliers listed in this brand new directory. If you are in the jewelry business and looking for new, high quality suppliers, you must order this directory!

Order No. FJ $29.95

Introducing our newest directory that puts the country’s largest suppliers of holiday merchandise at your fingertips. Seasonal merchandise is a mainstay of the industry, but up until now it was hard to locate the thousands of suppliers scattered across the country. We have ended your searching with one directory which includes all types of wholesale merchandise: • Bows • Candles • Cards • Costumes • More

Order No. HM $29.95

Wholesale Gift Guide

A Great resource to locate higher end decorative merchandise. This gigantic 400 page guide is the definitive resource guide to finding suppliers for gift products. Listed by category, over 4,000 leading wholesalers and manufacturers servicing the gift industry are included.

•Accessories

•Collectibles

•Floral

• Gifts

• Home/House

You’ll refer to this on a daily basis to find new suppliers for products.

Order No. GG Gift Guide $39.95

USA Mail Order Catalogs

New for this year is a compilation of BOTH consumer mail order catalogs in addition to business-to-business catalogs in one huge volume! Part one of this incredible collection of mail order catalogs provides the most comprehensive look at the consumer catalog in the industry available anywhere.

Over 7,000 consumer catalog companies are listed under 44 various product chapters from Animals to Toys and Games. Catalog size, number of catalogs mailed, sales volume and key executive names are provided for ease in marketing your products to these catalogs.

The second part of this directory provides details on suppliers of everything from computers to laboratory supplies; office products to office design; marketing resources to safety equipment. Just about every kind of product or service that a business needs to operate is covered.

Order No. 159237-156-6 1,900 pages $450.00

BUCKS FOR BLING

Annual Guide to the Licensing World Accessories Sourcing Directory

Here is an incredible Directory that guides you through the world of Licensed prod-uct merchandising. Need to know who owns a license? Who to contact to distrib-ute a licensed product? This book has all the answers and covers the entire world! Licensors: Listing of companies that are the agents and license holders. These are the sources that you would apply to if you wish to obtain a license to manufacture

merchandise. Licensees listed here you will find the companies who distribute licensed merchandise. Full listings include categories of merchandise each company handles. Contact these companies to buy the licensed merchandise that they have manufactured. The licensed merchandising industry moves billions of dollars of products every year and is one of the fastest growing segments of retailing.

Order No. 321 $249.00

The comprehensive directory provides you with direct sources for the designing and manufacturing of bags, belts, hats, shoes, gloves. You will find the top companies to help you produce your merchandise directly at their factories.

Order No. 121 $150.00

Sourcing For Jewelry Makers Directory

Up-to-date and easy-to-use directory solving your jewelry materials sourcing, production and contracting needs. If you are considering your own line of jewelry items this is a must-have in locating materials and factories to produce it.

Order No. 122 $100.00

How To Save Money on Legal Fees

A poorly chosen lawyer can be the start of an expensive disaster. This book gives you information on: finding the right lawyer, how to save money, saving your lawyer’s time, making use of free and low-cost legal services, bartering to your advantage, keeping accurate records, and understanding lawyers and the legal system.

Order No. 2598 240 pages $12.95

Incorporate Yourself

Incorporating your business is simple and can be done without an attorney…saving you hundreds of dollars. This valuable guide is written to de-mystify the mind boggling details and clarifies all strategies involved in your success and the success of your business.

Order No. 176 Hdcvr $24.95

The Partnership Book

The best way going into business with a friend is to have a solid partnership agreement. This book shows how to write an agreement covering evaluation of partner assets, disputes, buy-outs, expansion, and death of a partner. Problems of getting started and partnership taxation laws are examined.

Order No. 0-87337-141-0 $39.95

How to Protect Your Business From Fraud, Scams & Crime

Protect Yourself From Business Lawsuits

This groundbreaking book offers novela and inexpensive advice on how companies and their employees can use commonsense business tactics to avoid potentially devastating litigation. Learn to avoid the 8 major mistakes that often result in litigation. This book is a must for everyone—from the CEO to the average employee seeking to protect their career.

Order No. 0-68485267-5 223 pages (Hdcvr) $23.95

The Law (in Plain English) for Small Businesses

This latest edition provides access to the most current legal information to keep track of new legal developments and to efficiently handle any legal issues. This book covers the legal basics as well as the complexities of business law today including: licensing, advertising, trademarks and copyrights, expanding markets, business organization, and more.

Order No. -880559-95-1 245 pages $19.95

Handbook of Successful Franchising

Franchising is the best opportunity for new entrepreneurs. Compare on the basis of what you get for your money-training, marketing, start-up costs, long term support, legal rights, financial responsibilities, and marketing evaluation. Company track records, history, units operating, and locations. Includes list of Government funding assistance programs and every business area from food outlets to computer/electronic, to employment agencies.

Order No. 30 520 pages $39.95

This guide protects your business from internal or external fraud, scams and crime. Drawing from the Better Business Bureau, government and law enforcement agencies, the book offers practical, proven guidelines for recognizing the scams, defending your business, and seeking legal recourse if you are victimized! Covers: Office Supply Scheme, Phony Invoice Schemes, Bankruptcy Fraud, Coupon Theft, and Mailorder and Multi-Level.

Order No. 82 204 pages $11.95

“A blockbuster book that tells you almost more than you ought to know”

BUSINESS DIRECTORIES APPAREL

Fabrics, Services, Trims

A complete and updated guide listing over 2,600 nationwide suppliers of all types of domestic and imported fabrics, trims and notions, plus forecast services, swatch design studios and more for the apparel and design industries. Listings include sales manager’s name, price points, minimums, etc. Fabric and trim manufacturers, converters, jobbers and reps are listed. This sourcebook provides you with MATERIALS and sources to make your own goods.

Order No. 0971486735 $135.00

Apparel Contractors (USA Edition)

This up-to-date directory solves your production sourcing and contracting needs in the Americas. The sourcebook includes: sewing, cut-n-sew, and finishing contractors and apparel production services from within the U.S., Canada and South and Central America. All factories are sorted by clothing classification and by U.S. state or by country. This directory will help you put your own designs into production.

Order No. 0971486743 $125.00

Directory of Brand Name Apparel

Manufacturers

Updated and easy-to-use directory listing brand-name label manufacturers and importers in the women’s, men’s, children’s and accessory markets. Developed and targeted for store and catalog buyers to shop the apparel and accessory markets easily, there are over 2,800 brand name labels listed, broken down by types of apparel classifications. If you are looking for the SOURCES for brand name goods, this directory is for you.

Order No. 0971486751 $135.00

RN & WPL Encyclopedia

A comprehensive listing of every Registered Number and Wool Product Label ever issued by the Federal Trade Commission to identify all sorts of goods imported, manufactured and/ or sold in the U.S. Over 126,500 records including contact information for more than 31,500 manufacturers, importers and wholesalers of apparel and textile goods. Listings include where available: RN or WPL number, contact names & titles, street addresses, phone & fax numbers, website & e-mail addresses, type of business and product information.

Order No. RN8. Directory $285

Order No. RN8C Directory/CD Combo $475

The Small Design Company's Guide to Wholesale Fabrics & Trims

Upj-to-date guide created specifically for the smaller design houses and home sewing businesses. Directory lists fabric and trim companies that will sell to businesses that require 0 to 500 yards as a production order. Book lists low-minimum and in-stock fabric suppliers and all their contact information.

Order No. A-106 $65.00

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