Western Retailer November 2009

Journal of the Western Home Furnishings Association

western retailer www.WHFA.org

Member Profile: EMS Home Furnishings Incorporating Technology into Showroom Design CHANGE SERVICE REQUESTED Western Home Furnishings Association 500 Giuseppe Court, #6 Roseville, CA 95678 est.1944

November 2009

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Journal of the Western Home Furnishings Association

western retailer

EDITORIAL STAFF Managing Editor: Melissa Dressler................................ mdressler@whfa.org Publisher: Melissa Robinson............................................ mrobinson@whfa.org

table of contents featured articles

Advertising Manager: Cindi Williams..............................cwilliams@whfa.org 2009 WHFA OFFICERS AND EXECUTIVE COMMITTEE

Showroom Style

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

Incorporating Technology into Showroom Design ............................ 10

PRESIDENT ELECT Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ...............(480) 951-3239 VICE PRESIDENT Angel Lopez - Dearden’s, Los Angeles, CA........................................(213) 362-9600

It’s All About Sales & Marketing

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

Six Training Tips to Grow Your Greatest Assets.............................. 14

SECRETARY Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ....(480) 483-3327 EXECUTIVE COMMITTEE CHAIR Keith Koplan - Koplan’s Furniture, Vancouver, WA.............................(360) 695-3388

Operational Excellence

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

Financing Can Help Retailers Weather & Survive the Economic Storm........... 22

Cherie Rose - The Rose Collection, Los Gatos, CA...........................(408) 395-7773 EXECUTIVE director Sharron Bradley - WHFA, Roseville, CA.............................................(916) 784-7677

IT’s a wrap

AT LARGE EXECUTIVE COMMITTEE MEMBers Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500

Las Vegas Market – RRC...................................26

Howard Haimsohn - Lawrance Contemporary, San Diego, CA.......... (619) 291-1911 Marvin Kerby - Kerby’s Furniture, Mesa, AZ.......................................(480) 834-3888

Strategic Planning Meeting..............................27

Lael Thompson - Broyhill Home Collections, Aurora, CO...................(303) 360-9653 WHFA/NHFA Liaison

The World Around Us

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

Stress Management for Small Business Owners....................... 28

WHFA Board Members Gene DeMeerleer - Furniture West, LaGrande, OR...........................(541) 963-5440 Patti Evans - Consignment Plus, Walnut Creek, CA...........................(925) 927-6600 Greg Follett - Follett’s Furniture, Lewiston, ID....................................(208) 743-0177 Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA................(714) 210-4848 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 476-4627

in every issue

Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Ron Hoesterey - Royal Mattress Company, Inc., Orange, CA............(800) 987-6925 Jerome James - Hafer’s Home Furnishings, Manteca, CA.................(209) 823-2122

Industry Beat. . . . . . . . . . . . . . . . . . . . . . . . . . 8

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

Member Profile EMS Home Furnishings . . . . . . . . . . . 20

Doug Kays - Premiere Home Furnishings, Los Angeles, CA.............. (310) 268-0811 Chuck Kill - Bedmart, Tucson, AZ.......................................................(520) 887-7039 Tim Koerner - Koerner Furniture, Coeur D’Alene, ID..........................(208) 666-1525

Program of the Month: Otis Spunkmeyer. . . 25

Karen Kohlman - West Harvard Furniture, Roseburg. OR.................(541) 673-4221 Don Lemieux - Naturwood, Rancho Cordova, CA..............................(916) 638-2424 Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID.............(208) 983-1040 Sandy Lundgren - Ideal Home Furnishings, Olympia, WA.................(360) 790-3955

contact

Robert Myers - Ashley Furniture HomeStore, Chico, CA....................(530) 345-2616 Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549 Michael Nermon - Ergo Customized Comfort, Irvine, CA...................(949) 833-0338 Scott Selden - Selden’s - Tacoma, WA...............................................(253) 922-5700 Sally Servidio - Silverado Home & Design, Napa, CA........................(707) 251-0888 Mike Shuel - Meredith Furniture, Yakima, WA....................................(509) 452-6221

Phone:

(800) 422-3778 (12 western states) (916) 784-7677

Online:

www.WHFA.org

Fax:

(916) 784-7697

Mail:

500 Giuseppe Court, Suite 6 Roseville, CA 95678

est.1944

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

WESTERN HOME FURNISHINGS ASSOCIATION STAFF Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Marketing Director: Kaprice Crawford..........................(916) 960-0346

Twitter: www.twitter.com/WesternRetailer

Business Manager: Janice Carlson..................................................(916) 960-0347 Events Manager: Cindi Williams.......................................................(916) 960-0277

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

Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Communications Planning Manager: Melissa Robinson................(916) 960-0349 Managing Editor & Webmaster: Melissa Dressler...........................(916) 960-0385 Membership Manager: Michael Hill..................................................(916) 960-0263 Member Services Specialist: Margie Jacobs...................................(916) 960-0199 Member Services Rep: Adam Gardner............................................(916) 960-0291 Accounting Assistant: Melody King.................................................(916) 960-2476

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

est.1944

western retailer western retailer

WHFA

ACADEMY

RRC RETAILER

RESOURCE CENTER

fast

November 2009

forward

Your Industry. Your Future. Your Decision.

3

Your e-Solutions If you have to ask yourself what your “e-Solutions” are, you might be falling behind the competition. In the age of the internet, you need to maximize your web presence. How? Your website should be as inviting and helpful as the employees in your brick-and-mortar store. With a fabulous website you can basically add a second showroom without the building expense and create demand that drives customers to your store.

Email is not just for forwarding jokes. It is a wildly successful way to market to your clients and it is far more affordable than traditional marketing options. Have the best customer service around by confirming deliveries, following up on sales, and letting customers know of upcoming events, all through email.

Call today for a FREE e-Solutions analysis!

www.profitsystems.com 800.888.5565 “Between our first “preferred customer sale” and the preferred customer web sign ups, we have paid for PROFITconsulting’s e-Marketing program in less than 30 days! The program is working great and we look forward to continued success.”

Mark Garrison, Vice President Mattress World Portland, Oregon

Software | Consulting | Education | Performance Groups | Freight Program

president’s message

I am constantly reminding myself of the old but very true statement, “You cannot do the same thing and expect different results.” We are in the fourth quarter which has been traditionally the time of year we all look forward to. I suspect this year we will all look forward to the fourth quarter with some pessimism.

Marketing, advertising, or whatever term you choose to use for all the money we throw at trying to attract customers to our stores has, in many cases, failed us this year. When planning my fall advertising a few months ago, I found myself pulling out what I ran last year and looking at the results of the efforts. After reviewing how my advertising performed, I wadded it all up in a ball and threw it away. This year I am doing everything differently. I have secured a new company to create our print with different hooks, and I am going to direct mail much more than in the past. This type of move does a very scary thing to my ad budgets in times when spending more really concerns me. My only alternative was to use the same methods of reaching the consumer as last year. The big problem with those methods was the results. So, I am going to roll the dice and see what happens. The one thing a move like this does is give all of us in the company something to look forward to. A new effort, even though more expensive, gives us a ray of hope that we may finally start writing some increases. Even if the new methods don’t produce the results we are looking for, at least we didn’t do the same old thing and expected different results.

We are swinging for the fences and who knows we might just hit a home run, or at least a nice double in the gap. One thing I am fairly certain of is that at least we are in the game. Your customers need something to motivate them, to convince them that you really have something special going on.

We all have that idea we have considered trying but have never done, well now is the time to shake things up if you haven’t already. I hope you all have the type of fourth quarter you expect.

I also hope you are not doing the same old thing and expecting different results.

Marty Cramer 2009 WHFA president Cramer’s Home Furnishings Ellensburg, WA (509) 933-2172 marty@cramershomefurnishings.com

ON THE COVER Interior shot of this month’s Member Profile, EMS Home Furnishings, Redding, CA. For the complete story, see page 20.

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

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November 2009

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editor’s message Pre-shopping for Furniture I am a pre-shopper. Before I purchase anything, whether I am going to visit a store or purchase online, I like to pre-shop… and lately I have been doing a lot of pre-shopping. As some of you may know, I am in the process of purchasing my first home. I am very excited about owning my own place as well as creating a home — which means furniture shopping! But in my pre-shopping experience, I have started to become overwhelmed and frustrated. I have some sense of what I would like my home to look like, but I am having a hard time finding the exact pieces of furniture that I want.

I was already feeling this frustration when I sat in on a seminar about NHFA’s new consumer awareness website, HomeFurnishings.com which launched in October. Halfway through the seminar, I wanted to know where I could sign up — as a consumer! HomeFurnishings.com is a resource that has “done the legwork for me” and is an easy-to-navigate multi-dimensional web portal for customers to visit. Here ‘she’ can discover her furniture style and where to shop for furniture in her local area.

The goal of HomeFurnishings.com is to be the objective, enjoyable and timely resource for the information and inspiration consumers need to make their dream home a reality. The site features rich content that will be continually updated on topics such as finding your personal style, creating your dream home office and tips for family-friendly design. Consumers are able to use a style-finder to discover what style best suits their lifestyle and create their own personal “style file”. From there, consumers are able to search for local stores through the Dealer Locator and visit the store’s microsite to learn more about their products and services.

So why should you care about HomeFurnishings.com? This nationally advertised website is going to drive people to want to purchase home furnishings and give them access to the stores in which they can make their purchases. As a consumer, this website makes my pre-shopping and shopping experience much simpler because I only have to visit one site that will offer me information and suggestions of stores in my area.

Only WHFA and NHFA members are able to participate in this program and create a microsite that will drive traffic to your store. Your customer is going to be visiting this site, so don’t you want her to be able to find you? If you are interested in learning more about the benefits of the HomeFurnishings.com program, please call (800) 422-3778. Also, check out the website for yourself at www.homefurnishings.com.

This issue of Western Retailer contains even more news on HomeFurnsihings.com as well as many great articles for your business, including an interesting feature article on incorporating technology into your showroom design. I hope you find the articles useful in your every day business and take a few moments to check out HomeFurnishings.com — you will be just as excited about it as I am!

Melissa “Mel” Dressler Western Retailer managing editor MDressler@whfa.org

looking forward

J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n

western retailer

October 2009

Moving Forward from the Recession Maintaining the Financial Health of your Business

6

to December 2009

www.WHFA.org

• Assessing Your Sales Team’s Skills • So You Made it Through 2009 — Now What?

• Member Profile: Ethan Allen Galleries, Reno, NV

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

November 2009

... and much more

western retailer

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

Property Liability Commercial Auto Commercial Umbrella Employment Practices Liability Workers Compensation

WHFA and Argo Select Specialized insurance services for the furniture store industry

Beautiful furniture doesn’t just happen. And neither does the right insurance program. It takes planning, skill, and experience. Argo Select is a specialist in retail insurance. We understand the coordination required to find the coverage and safety resources that best serve your store. Call to learn how Argo Select can offer effective protection through an insurance program designed to fit the distinctive needs of your business.

Argo Select is pleased to be endorsed by the Western Home Furnishings Association as the preferred provider of insurance and loss control services to its member stores.

For additional information, please contact Jerry Landers 800 777 3602 n jlanders@argogroupus.com WHFA n 800 422 3778 n mbrship@whfa.org www.argoselect.com

est.1944

industry beat

8

HomeFurnishings.com Launches with the Support of 3,700 Retail Storefronts

Well Known Celebrity Designers Contribute To HomeFurnishings.com

National Home Furnishings Association (NHFA) launched their new consumer web portal, HomeFurnishings.com, on October 15, with the support of 3,700 retail storefronts or about 1,900 retailers found in the HomeFurnishings.com dealer locator.

Doug Kays, chairman of NHFA, noted, “The reception and level of commitment by our membership to this exciting, all-industry promotion program and consumer web portal has been rewarding. In development for the past 18 months, the key objective of this program is to elevate the perceived value of our products by the consumer and get this consumer into the stores of our members. We are confident that we have compelling content and a sustainable revenue model that will enable us to invest in industry promotion at higher and higher levels over time. Our not-for-profit service mission ensures our members, suppliers and advertisers that their investment in our program will be maximized.”

In a show of support for this remarkable promotional program and consumer web portal, RC Willey Home Furnishings, Rotmans Furniture, Jerome’s Furniture and Morris Home Furnishings, Spiller Furniture and Garden City Furniture, just to mention a few, have all committed to participating in the HomeFurnishings. com program.

By the end of the fourth quarter, NHFA is looking forward to concluding discussions regarding participation with the majority of its current and past leadership and launching its promotional program in the first quarter of 2010.

HomeFurnishings.com features design advice articles written by celebrity designers including Candice Olson, Jane Seymour, Christopher Lowell and renowned color expert Kate Smith.

“We feel extremely fortunate to be able to share with the consumer the design expertise of these top celebrity designers,” stated Doug Kays chairman of NHFA. “These designers are all viewed by consumers as well known trusted advisors. Their design insights will help to draw consumers to the HomeFurnishings.com interactive website where they will have their home decorating questions answered and be able to explore the other features of the web portal all the way through to the HomeFurnishings. com dealer locator.”

Consumers visiting HomeFurnishings.com can learn how to pick the perfect sofa from Candice Olson and how to find their decorating inspiration from Jane Seymour. Christopher Lowell will share his thoughts on holiday centerpiece magic along with work from home secrets. Color specialist Kate Smith will use her background as a color strategist and creator of sensationalcolor.com to answer questions such as how to create a monochromatic tone-on-tone color scheme and how to find the perfect kitchen color as part of a regular “Ask Kate” column where consumers can send in their color questions and challenges.

Trisha McBride Ferguson, the editor of HomeFurnishings.com said that “we know that consumers are researching the web before buying, yet they likely have to go to many different sites to find their answers. We are bringing consumers all of the tools that they need, including advice from experts like these celebrity designers, together in one place. At HomeFurnishings.com they can get inspired, educated, make a design plan and then find a place to shop all on one site. And unlike other sites, HomeFurnishings.com will not be limited to just one look or budget level but will cover a wide breadth of design styles and price points for every room. We will have something for everyone.”

November 2009

western retailer

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

Š2009 World Market Center LLC. All Rights Reserved.

New World. New Way.

www.lasvegasmarket.com

Showroom Style

Incorporating Technology into

Your Pat Ferrell merchandising and marketing consultant Profitability Consulting Group

10

Showroom Design

Y

ou walk into a showroom and a digital sign welcomes you with an interactive map of the store and information about the current promotion. You click on the map and are directed to the dining room displays. As you move into the formal dining room an electric fireplace lights up and images of candlelight appear on the walls, giving the room the soft glow of an elegant dinner party. In the home office area, financial news streams across a ticker, interspersed with the latest product and sale information. In the casual dining area, images of freshly-baked pastries and fresh fruit appear on the walls, evoking a feeling of that perfect family brunch. Touch-screen panels invite you to click for more information and send a signal to the sales desk that a sales associate is needed for assistance.

This interactive, visually dynamic and creative showroom is a little bit of theater, a little bit of merchandising and a lot of technology combined

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into a customer experience that engages, entertains, educates and sells.

Customers want a great shopping experience, and new research from the Retail Council of Canada shows that several key elements — engagement, product knowledge and brand experience (exciting displays and atmosphere) — are at the heart of how customers define their ultimate shopping experience. Without adding a lot of staff, however, can a furniture showroom provide these elements? Yes, by designing technology into the showroom.

When designing a showroom, most of us think of the physical layout, wall placement, lighting and where to place the customer service desk. If technology is considered, it’s usually no more than a list of how many computers we need and where they belong. When planning a customer-centric showroom, however, it’s critical to keep technology in the forefront. With a little Contact WHFA at www.WHFA.org or (800) 422-3778.

Set the Stage and the Mood Customers buy furniture when they feel an emotional attachment to an item, or when they can imagine that sofa, wall unit or chair being part of special times in their homes. Use technology to help create these feelings by setting the mood and creating ambiance. Keep using your wide-screen televisions for display, but consider changing what you show. Instead of the latest action film, match the movie to the style of the furniture. A black and white silent movie is a great way to add old-fashioned ambiance to a traditional leather room setting.

(Silent movies also eliminate the loud volumes that can be distracting for some customers and for your sales team.)

If a wide-screen TV doesn’t fit the décor, use flat-panel screens, which can be hung on virtually any wall in the store. Loop the latest cooking show in your casual dining area. Have an oldfashioned love story from the 20s or 30s (think Casablanca) playing in the bedroom area with the sound turned down. Show muted images of stars and clouds in a sleep center.

Warm up your dining area by projecting images of lit candles onto a simple screen made from wax paper. The wax paper softens and diffuses the light, creating background interest and ambiance. The dance of the candles’ fire will catch the customer’s eye, yet it won’t distract from the furniture. In the bar area, use flatpanel screens to show wine being poured, glasses raised in a toast or other animated images to help set the tone of “good friends, good times”.

All of these techniques help create an emotional attachment to your products and emotions sell.

Help set the mood and you’re a lot closer to making the sale.

Uptick the Level of Interest in Your Home Office Area Create interest in the home office area by streaming Wall Street news or stock prices on a ticker. There are companies that specialize in customizing the news stream (see TickerTech.com for their line of customizable tickers) so you can also include promotions, company news and other information. (Use the same technology to stream sports scores in your home entertainment area.)

When it comes to engaging customers in a home-office environment, prop electronics just don’t cut it. Replace the fakes with real computers and wide-screen monitors. Invite the customer Contact WHFA at www.WHFA.org or (800) 422-3778.

“

Help set the mood and you’re a lot closer to making the sale.

“

creativity and planning, technology can be used to increase visual impact, establish ambiance and keep your showroom fresh and exciting while building brand and store loyalty.

to log on to learn more about the configurations available in that setting. By encouraging your customer to sit at the desk and “play” on the computer, they’re actively engaged in the product experience and engagement helps make the sale.

Pique their interest. Engage them. Let them play. Use technology to draw them in then use it to educate — and sell.

Use Digital Signage to Inform and Educate The old days of paper POP, product signs and the weekly ad pinned to a poster frame are gone, replaced by digital signs and interactive media used to inform and educate customers. This fast-growing segment of retail media allows you to relay product, store and brand messages specifically targeted at different customers in different areas of the store — at different times of the day. You may choose to have a digital ad promoting the latest bedroom line or product features, while simultaneously airing a recliner promotion in another part of the store.

But don’t stop with promotions — use digital signage to educate your customer on product features and benefits. Better yet, incorporate touchscreen technology that allows the customer to choose from a menu of information, from specialorder options to the latest payment plan.

Kiosks — Silent Salespeople Kiosks are great “silent salespeople” and should be prominently and conveniently placed throughout your showroom. Have a good web designer build you some interactive Flash-based modules to give your customers access to product information, room-planning tools or interior design tips.

Interactive is the key here!

Conveniently placed kiosks can help make special order transactions easier by allowing the customer to search for more product information or search for trim and finish options. In fact, kiosks can be used for almost any form of communication from advertising messages to requests for assistance or information on a delivery date and time. western retailer

November 2009

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We’ve LaunchedYour Microsite* is

Now Live!

™

Discover how HomeFurnishings.com can enhance your presence on the web and

drive traffic to your store!

Attend a 30 minute Informational Webinar and receive a $25.00 gift certificate to the National Home Furnishings Association Store!

To register for a webinar and qualify for your $25.00 NHFA gift certificate, contact Dianne Therry at dtherry@HomeFurnishings.com or call 800.888.9590 ext. 6126. *Every NHFA member has a FREE HomeFurnishings.com trial microsite during the 4th quarter of 2009.

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November 2009

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

“

Pique their interest.

Engage them. Let them play. Use technology to draw them in then use it to educate — and sell.

“

Take the Pain out of Accessorizing Walking a customer all over the store to pick out accessories is likely to result in tired feet (yours and theirs) and lost sales.

Once a customer has chosen their primary furniture pieces, lead them to a conveniently-located kiosk to surf your accessories offering via a website or intranet. Make sure you include images of the accessories used in numerous settings so your customer can visualize the final effect. Build your accessories site with a “wish list” feature so customers can tag the items they like while they surf through their options. (This is also a good way to build future business. Your sales team can use the wish list to let customers know when their favorites are on sale, or when you receive a shipment of new accessories that fits the customer’s style and budget.) You may even want to create an “Accessories Register” so friends and family can pick out a piece for a housewarming or anniversary gift.

Use Automatic Sensors to Spotlight Products Automatic lighting sensors, easily installed in walls, can turn on spotlights or lamps when a customer walks into a vignette.

Strategically-placed spots can help you focus the customer’s attention on a given product setting, and the sensors allow you to keep your energy costs in line because the lights can be turned off once the customer leaves the room setting. Sensors can also be used to turn music on or off when a customer leaves an area.

Putting it All Together Today’s customers are tech-savvy and easily bored. The creative use of technology in your showroom can turn your store into an experience that entertains and engages the customer. Whether you use computer-generated images to create ambiance in a room or the latest in digital signage and touch-screen technology to educate your customer about products or promotions, technology should be one of the first things you consider when planning your showroom or store layout. Make sure you have a comprehensive plan that encompasses visual imaging, digital signage, Internetbased music and an interactive website. Bring the IT team into the very beginning of the design stages so they can understand your vision and help you plan for the technology that will take your store, and your sales, profitably into the future.

Create visual impact. Engage your customers. Let them play and educate them at the same time. Set the mood. Sell more product. It’s all possible through the creative use of technology.

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

Retailer Perspective with Claudia LeClair Using Technology in My Showroom Brix Home is a desert urban contemporary store with 26 foot high ceilings. To utilize the high ceilings and create movement in our showroom, we decided to hang a movie projector from the ceilings and painted one wall white, similar to a movie screen. We project old movies like Breakfast at Tiffany’s and The Maltese Falcon onto the wall. We don’t use any sound which creates a great contrast between the old movies and our contemporary, hip music that is playing throughout the showroom.

Customers think the huge screen is cool.

It really adds to the ambience of the store and helps to give the showroom a little movement.

It is similar to using televisions for shows, but it takes it up to the next level and makes it a little more dramatic.

We also utilize Retail Radio in our Fiesta Furnishings store which has an Old World, Spanish Colonial feel. With this, we are able to create our own radio station and feel for the store.

We can broadcast announcements about sales on various items throughout the store, and we have also used it to create a few fun announcements that customers might not usually expect.

Claudia LeClair owner Brix Home and Fiesta Furnishings Scottsdale, AZ

Pat Ferrell is a consultant specializing in merchandising and marketing for Profitability Consulting Group. Combining an extensive background in furniture merchandising with experience as a corporate trainer and college instructor, she is extremely effective at helping her clients address today’s merchandising and marketing challenges and in coaching others to maximize performance.

Pat’s career in retailing includes over 15 years of merchandising as a senior buyer in case goods, bedding and upholstery for several major retailers, including 11 years with federated department stores. Visit Profitability Consulting Group’s website at www.profitabilityconsulting.com or call (801) 763-7663.

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It’s All About Sales and Marketing

s t se

o s t A s ip test T g a n e i r n i G ra ur T o x i Y S w o Gr

T

Georganne Bender & Rich Kizer retail strategists Kizer & Bender

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hese days it’s easy to get too involved working in your business, instead of on your business. Yes, inventory is important, daily store operations are important, planning events and promotions are important, yet none of them matter if your people aren’t up to snuff.

Consider a retail study that looked at why customers leave a store and never return to shop there again: • 15 percent of customers leave because of price; • 15 percent of customers leave because of product; and • 70 percent leave and never return again because of the quality of the interaction with the people who work there.

Pretty scary stuff.

The good news is that the 70 percent statistic is fully in your control — you alone decide how customers will be treated in your store. You may have a store full of wonderful people who are good at what they do, but could be even better if they attended training sessions on a regular basis.

On the other hand, you may have a few associates who are doing your business no good at all, yet you allow them to stay. As unpleasant and uncooperative as they are, it’s easier to keep them than it is to deal with letting them go and starting all over again with a fresh face. Don’t ever let this happen — it’s a proven fact that when

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four positive people working alongside just one negative person, sooner or later, all five will have a negative attitude.

We once met a retailer who had lost his No. 1 associate. He was stunned when he heard customers say, “Thank goodness that guy’s gone, he was such a jerk!” and “I heard so-and-so left; I’m so excited that I can shop here again!”

The retailer hadn’t a clue how negatively this particular associate was affecting his business.

Now, he has a strict set of customer service standards and he has an on-going training program in place. You should, too.

How important is consistent training in your store? How much do your people know about what’s really involved in running your business?

Associates want to do a good job, and they want to be involved, yet in focus groups 80 percent claim they have no idea what the owner’s or corporation’s goals for the business are. They aren’t even sure what’s really expected of them, so they make it up as they go along. Mission statement? If they’ve seen one it’s because it’s hanging on the wall in the lunch room or lobby, but that doesn’t mean they understand why it was written or what it stands for. Look at it this way: If 80 percent of your people could make the same claims, then eight out of 10 people working in your store have no clear idea of what you have in mind when you open for business each day.

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

What Do You Get When You Combine . . .

n o i t a c n w e o d n e S u p R d – e a E d k l e e r r v o s i , t I c n a t e r W . e d h c I t n a d ustry . . Unm . . .

2010 N d g e tw o r kin Conference WHFA an

&

Expo

Training Strategy # 1: Every Associate Needs to Feel Comfortable from Day One Start each new hire off on the right foot with a New Associate Orientation Program. This lets your trainees feel comfortable and productive from their very first day on the job. Assign the trainee a simple task that he or she can do well and turn them loose. Set aside 10 minutes at the end of the shift to review how he or she did on their first day. Let your trainee know that you appreciate his/her hard work — a sincere “thank you” and a “job well done” from the boss goes a long way in making a new hire feel comfortable.

Continue your 10-minute meeting each day of your trainees first week.

It’s also a good idea to implement The Buddy System where each trainee is assigned a buddy — a partner the new associate can go to ask the so-called “stupid” questions they may be too embarrassed to ask you. The Buddy System not only takes pressure off of the new hire, it elevates the Buddy to the new status of trainer, so it’s motivating to both associates.

Training Strategy # 2: Every Associate will Benefit from Continuous Training Obviously, you will need training classes for your new hires that include just about every aspect of working in your store, but don’t forget about your seasoned associates. It’s easy to assume that someone continued on page 16

n i r e d a e . . . With The World ’s L i n g ation, a . m .

I . y Innova t i v i t a tion and Cre 2010

&

WHFA Conference Expo

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continued from page 15

who has been with you for a number of years knows all there is to know about a particular product or technique.

Trust us, they don’t, and assuming that they do will only hurt your business. Regardless of skill level, everyone in your store, yourself included, will benefit from continuous training.

Each month devote one store meeting to associate training. Provide books, DVDs and CDs so associates can study on their own is a good idea as well. Some retailers allow their trainers and top performers to attend classes offered at trade shows. (If yours can’t attend, then buy the CDs while you’re at the show.) Others have set up an instore university where associates are rewarded with raises, and even promotions, each time they earn a new “degree” in their in-store training. However you decide to structure your training classes, these customer service topics need to be at the top of the list:  How to “break the ice” with greeting techniques that make customers feel at home. Focus on how to greet customers without ever saying “May I help you?” a greeting that almost always invites a “No-thanksI’m-just-looking” response from the customer. (It’s okay to ask that question only when you sense the customer is in a hurry.) Instead discuss questions that are sure to get the customer talking.

During the ice breaking stage it’s okay to talk about anything but the store. Ask about the customer’s kids, the weather, or a current event. This schmooze time is important because it makes the customer feel welcome.

After a little schmoozing, you can move onto why the customer came to the store.  Demonstrate how easy it is to offer your hand and introduce yourself in a manner that encourages the customer to volunteer their name. Continue the role play with the proper way to use the customer’s name: If the associate says, “Hello, my name is Mary,” and the customer says, “I’m Mrs. Alice Scott,” then she must be called Mrs. Scott until she tells you that it’s okay to use her first name. If the customer says, “I’m Dr. Smith,” or “Captain Smith,” then that’s what he should be called until he says otherwise. Encourage associates to offer their hand and introduce themselves to at least five customers a day.  Every customer should be acknowledged by every associate each time the associate comes within seven feet of the customer. We call that our “Seven-Tile Rule™”. A simple smile or nod is often enough — with proper ice breaking training; your associates will know when more conversation is needed.

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Training Strategy # 3: Every Associate Must Have a Working Knowledge of Everything the Store Sells Every person working in your store needs to have some knowledge of everything that you sell so they can intelligently answer customer questions.

Some will need to be experts. We know that not everyone can be an expert in every product or technique, but they do need to know where, and who to go to, for help when they need it.

We’ve all experienced poor customer service due to lack of product knowledge at one time or another. How many times have you entered a store, with a specific purchase in mind, only to find that you knew more about the product than the store associate? Don’t let this happen in your store.  Make product knowledge an important part of your monthly training. Focus on new product but don’t forget about the basics. Choose a particular item or product line, and then discuss what’s important about it.  Take your training out onto the sales floor and conduct product training right in the aisle. Here you will be surrounded with an entire product category, plus all the additional items the associates can addon to the sale. Hold up an item and ask what could be added-on to increase the sale. Remember that add-ons are not a cheap attempt to sell more; adding-on is a service to the customer. Add-on selling saves a customer valuable time because they don’t have to run back to the store to pick up the accessories they need to complete a look, but didn’t purchase on the first trip to the store.  You don’t have to do all of the training yourself. If an associate knows a product line or excels at a particular technique, let that associate teach the session. Likewise the associate who is good at presentation and display or store operations. Give yourself a break and let them learn from their peers.

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

 Splurge on fancy pastries and gourmet coffee and make one session a quarter a “Brag Session” where associates get to brag about cool things they did for a customer.

This is also a good time to share the notes and positive comments you receive from customers. The first brag session might start out slow with associates hesitant to brag about themselves, but soon your team will begin to store up things to share at the next meeting.  In addition to your more formal monthly meetings, hold 10-minute “JOG” (Jog Your Memory) sessions every other morning and during slow times of the day.

JOG sessions can be held in plain view of customers right on the sales floor. Use them to discuss one product or policy at a time. JOG sessions can also focus on current or upcoming classes, special events and what’s involved in each one. There should never be a time when a customer knows more about what’s going on in the store before the associates know, yet we see it happen all of the time.  Video tape your training sessions and make them a part of your in-store university training library. They will be invaluable for both new hire training and refresher courses.

Training Strategy # 4: Every Associate Must Feel a Part of the Team Your commitment to training will ensure that your associates are all on the same page in the same book; still, it’s important to create ways for them to interact with one another. If your associates are used to working independently then team interaction may be a big change and people generally do not like change when it is dictated to them. They will be far more accepting of change when they are involved in its creation. Here are some team building ideas for you to try:  State a goal, or name a situation that the store is currently facing, then ask our favorite employee question: “What would you do if you owned this joint?” List all of their answers on a flip chart and discuss the merits of each one. Together, eliminate the ones that are not workable, then discuss how you will implement the changes you’ve agreed upon. Divide your associates into teams and charge each team with a unique set of changes and goals to implement the changes.  Dub one team the “CDIB Team” — that’s short for “Customer Driven Idea Bank”. This important team’s responsibility is to interact with customers to find out what they would like to see happen in the store. Customers will share amazing ideas when sincerely asked, and your CDIB team will work like mad to implement their suggestions. continued on page 18

MAGIC MAGIC! .

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Join us for t his on e–

ng i of–a–kin r b d n a e c d experien

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

western retailer

s a e d i your

e f i l to

2010 WHFA Conference Expo

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continued from page 17

Training Strategy # 5: Every Associate Must be Up-to-Speed in What it Takes to Run the Business Set aside a few minutes each morning to make a “Pre-Opening Checklist” that shows everything that’s planned for the store that day. This list should include the daily overall store goal, departmental goals, item of the day, in-store specials, classes, upcoming sales, events and promotions. In short, anything and everything associates need to know. Make additional copies to place at each checkout and service counter.

Training Strategy # 6: Every Associate Must Feel Valued According to a Gallup Poll, “the No. 1 reason most Americans leave their job is because they don’t feel appreciated.

Sixty-five percent of the people polled said they received no recognition for good work last year.” Associates who feel appreciated have been proven to be more productive, stay longer and attract better co-workers. Only you can praise your people to success.  Give every associate a stack of business cards printed with his or her own name and title. Cool titles. Instead of “Cashier” try “Customer Service Specialist.” You can buy 500 business cards at most instant printers for around $12 and VistaPrint.com will give them to you for free. Your associates are worth the investment. Encourage them to pass out their cards — each one is a mini-advertisement for your store.  Our C.I.T.A. Card is a great way to show your appreciation. C.I.T.A. could be the first four letters in the word “citation” or it could stand for “Caught In The Act”, as in “You’ve been Caught In The Act of Delighting Customers!” C.I.T.A. Cards celebrate an associate’s going above and beyond the call of duty.

Each card has a place inside for you to list what the associate did for a customer, plus a place for you to add a personal message.

Make a big deal when you present a C.I.T.A. Card. Do it on the sales floor in front of everyone. You’ll see grins from ear to ear and a renewed enthusiasm. Don’t be surprised to find that even years later, the associate still carries her C.I.T.A Card. Drop us an email and we’ll send you our easy to customize C.I.T.A. Card template.

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Make training an important and on-going part of your business. Don’t be like the retailer said, “Why should I bother to train my people?

They’re just going to leave anyway.” Yeah? Well what if you don’t train them and they decide to stay? The customers who walk in your front door each day are counting on your associates to be nice people who know the store and product inside and out. And the competitor down the street, who wants to steal your business, is counting on them to be just average or worse. So, what’s it going to be? How good your associates are is completely up to you.

Retail Strategists, professional speakers, authors and consultants, Rich Kizer & Georganne Bender are nationally recognized experts on customer diversity, marketing and promotion, and everything that affects and interacts with consumers in the retail environment.

KIZER & BENDER are well-known for their unique and intensive consumer research. In addition to focus groups, oneon-one interviews, and intensive in-store studies, KIZER & BENDER scour the marketplace each year posing as every kind of customer you can imagine. The result Hear KIZER & BENDER of their research is speak during the literally “straight from 2010 Conference & the customers’ mouth” Expo in Anaheim, CA. — solid, ground-level May 2–4. intelligence that you can use today to better capture and serve your customers. Contact Kizer and Bender at (888) 215-1839, www.kizerandbender.com, www.kizerandbender.blogspot.com or www.twitter.com/kizerandbender.

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

Western Home Furnishings Association western retailer

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Member Profile

EMS Home Furnishings Redding, CA

M Melissa Dressler Western Retailer managing editor

20

ost people wouldn’t think of opening a new business in the middle of a recession, let alone open a new home furnishings store in the same location as one that just went out of business after 50 years — but that is exactly what co-owners Ron Anderson, and Don and George Harmon did.

After their former employer McMahan’s closed their Redding, CA store location in February of this year, Ron, Don and George decided to combine their over 100 years of experience in the industry and open their own store. Eleven days after McMahan’s closed, EMS Home Furnishings opened in its previous location and has been successfully serving the customers of Redding since.

While the store location and many of the employees were originally from McMahan’s, that is where the similarities between the two businesses end. “We wanted to bring a fresh new look to Redding in the furniture industry,” said Ron. “When we first opened, we did purchase a

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lot of McMahan’s leftover inventory and sold that for our first 30 to 40 days in business along with our new inventory.”

EMS Home Furnishings brought in an upgraded line of furniture and offer it at a great value. The highly-accessorized, 36,000 square foot showroom is easy to navigate with well-designed vignettes throughout. With merchandise available to furnish every room of a house, as well as televisions, EMS Home Furnishings’ goal is to make their customers’ houses feel like home.

Along with offering a great value, EMS Home Furnishings also added free local delivery and same day delivery. “None of our competitors are offering free local delivery or same day delivery,” said Ron. “By offering this valuable service, it is helping us stand out with the customer.”

EMS Home Furnishings does all of their own deliveries in order to control their trucks and the service their customers receive. The day prior to a delivery, the item is prepped and thoroughly Contact WHFA at www.WHFA.org or (800) 422-3778.

inspected to ensure it is in good shape. It is then loaded onto the truck and all deliveries are routed for the next day.

Focusing on the customer’s wants and needs is one of the main reasons why EMS Home Furnishings has continued to be successful during a time when new home construction and sales have slumped dramatically in the Redding area.

By making the customer their No. 1 priority, EMS Home Furnishings has created a loyal following that can’t stop raving about them. “We have had nothing but compliments since we have opened. I get at least two to three calls a week regarding how great our customer service is and how happy our customers are,” Ron said.

Ron offers this advice to other retailers thinking of opening during a difficult economic time, “The customer has to be your No. 1 priority and you need to focus on service, service, service.

That is what the customer expects especially when fewer of them are willing to spend their money. You also need to offer a great value to your customers. Bottom line is that you need to offer a great value and service them.”

In the future, Ron sees EMS Home Furnishings expanding their volume and opening more store locations. He feels that their success despite the economy is due to, “Our ultimate goal is to be successful and to be successful, you have to do what we have done: offer a great value to your customer, get the product to them quickly, take care of them from start to finish and continue to take care of them after the sale.”

With their first successful year in business almost completed, it looks like Ron, Don and George have figured out the keys to retailing success in their market. With these keys to success, they will continue focusing on pleasing their customers for many more years to come.

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

At a Glance Type of Store: Full-line Year Founded: 2009 Employees: 12 Number of Store Locations: 1 Top Manufacturers: Serta, Ashley, Robert Michael, Guildcraft, Great River Trading Company Website: www.emshomefurnishings.com WHFA Member Since: 2009

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Operational Excellence

Financing Can Help Retailers Weather & Survive the Economic Storm

T

he American economy is, to some extent, like the weather. On most days the weather is fine, but occasionally we get storms. As any furnishings retailer can attest, we’re currently in the midst of a storm.

Retailers who started their businesses within the last 15 years may never have experienced a recession. Quite naturally, they may have expected the economy to continue to expand, for unemployment to remain under five percent and credit to always be plentiful. Nearly everyone is resetting their expectations, as they are feeling the reality of recession, adapting and asking the question, “How can we survive the storm?”

The fact is, this is the fourth severe economic slump since 1975, and there have been several recessions since the Great Depression of the 1930s. Throughout all economic cycles, businesses survive with strategy and by providing solutions that meet the needs of their customers day in and day out.

To plan an effective strategy for today’s economy and beyond, it’s important to know how the recession affects your customers and your sales. Here are three ways the current economy may be impacting your business and how offering consumer financing can help: • consumer confidence • consumer behavior • consumer credit

Consumer Confidence As home values declined over the past year, homeowners saw their equity drop, and with it, reduced net worth and buying power.

Combined with rising unemployment and the devaluation of retirement savings and other investments, consumers suddenly became more reluctant to spend their discretionary income. This, of course, has impacted retail sales, which translates into more job losses and even greater anxiety about the economy.

Not surprisingly, this sense of uncertainty has led many consumers to seek ways to control their finances and know what to expect each month, and that’s where offering a financing program brings value. More than ever before, consumers appreciate the ability to compartmentalize their spending — for example, using one card or credit line for all furnishing22

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

related purchases. It’s important to recognize that a consumer credit program gives your customers the ability to segment and organize their budget and make affordable payments over time.

Consumer Behavior It’s been said that this isn’t just a recession, it’s a fundamental reset. For example, during the Depression people changed the way they handled personal finances, and many altered their habits permanently. Likewise, current uncertainty about jobs and the economy has caused many consumers to rethink their attitudes about saving money. Today, consumers are saving more and spending less, especially on large durable goods such as home furnishing.

They also are much more careful about the number of credit cards they carry and the applicable interest rates, and there has been a shift in payment methods as consumers are using debit cards more frequently. However, financing promotions are still an enticing and effective way to stimulate traffic and purchase behavior. More consumers demand flexible

payment options and often inquire about what programs a retailer offers if financing is not presented proactively.

As such, providing viable payment options with consumer financing can be one of the most important aspects of our business.

Consumer Credit Credit restrictions are tougher and new regulations will be adopted over the next year. There also are fewer consumer lenders out there, as some banks have fallen victim to the economy. Most lenders have tightened their requirements for credit approval based on risk factors like higher unemployment, reduced net worth and lower credit scores. Lower approval rates mean fewer potential customers, which is particularly troublesome at a time when customer traffic is already low.

James Seger VP of Home Furnishings GE Money

continued on page 24

“

Today, WHFA is the primary place I go when attempting

solve tough business problems. The kind staff and expert advice, keep our organization up-todate and coming back. We have gone through many

to

”

changes in our 41 years, but WHFA has kept us on the cutting-edge.

WHFA is our partner in business.

David Baker, Owner of Baker Bros. Appliance Watsonville, CA, WHFA Member Since 1997

Simplify Your Business Life Contact WHFA at www.WHFA.org or (800) 422-3778.

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Western Home Furnishings Association 800.422.3778 • www.WHFA.org

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With these realities, it’s vital to choose the right lending partner for your business. When considering working with a consumer lender, look for one with experience in your industry and in consumer financing programs that also brings value in the areas of sales training, technology and robust promotional options.

For example, GE Money launched its Business Center Web portal to all of their partners earlier this year. The password-protected portal enables businesses to stay connected 24/7, view daily sales and other reports, manage their financing program and instantly submit credit applications online. The Business Center also provides online sales training modules and marketing tools for easily developing direct mail or email campaigns and ordering free signage and other supplies to help inform customers that credit is available for those who qualify.

Weathering Today For A Brighter Tomorrow Experience tells us that a recession won’t last forever. Understand your customers and plan for the recovery now. Utilize the resources you have, like your consumer credit partner, to generate excitement and sales. When the storm passes eventually, you’ll be ready.

GE Money offers more than 70 years experience in providing private label credit card programs, installment lending, bankcards and financial services for consumers through dealers; national, regional and independent retailers; associations; contractors; manufacturers; healthcare practices; and service providers.

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

Program of the Month

N

othing says “home” better than the aroma of fresh-baked cookies, and it has been proven that the aroma of fresh-baked cookies drives impulse sales. WHFA has teamed with Otis Spunkmeyer to give you the opportunity to create the sense of home and entice your customers again and again with the mouth-watering aroma and fresh-baked goodness of cookies.

Program Benefits • • • • • •

Cookie dough comes frozen and pre-portioned. No thawing, scooping or mixing.

All flavors bake up at the same time and temperature, so they’re operator-friendly and labor-saving.

22 flavors plus seasonal specials 240 / 1.33 oz nuggets per case $51 per case (prices may vary in rural areas) Dedicated customer care team

Program includes at no additional charge: • • • • •

Otis convection oven and timer Three bake pans Pot holder and pan liners Point-of-purchase materials: table tents and danglers First case free

“I use this program in my store, but I also package up a dozen cookies and present it to my customers upon delivery. I get more comments on this from customers than any other gift… Everyone loves cookies!”

Kaprice Crawford WHFA marketing director

Renowed as the pioneer in the fresh-baked cookie business, Otis Spunkmeyer began in 1977 as a California chain of retail cookie stores.

After six years of success, the company shifted its focus to selling its freshbaked cookie program to other food service operations on a wholesale basis.

More than 25 years later, Otis Spunkmeyer is the leading manufacturer and distributor of frozen gourmet cookie dough and ready-baked muffins.

WHFA is excited to have a partner that can help you bring the smell and taste of “home” into your store. For more information on the special member pricing on Otis Spunkmeyer Cookies call WHFA at (800) 422-3778.

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

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Traffic in the RRC Reflects Retailers Need for Quality Programs and Services

B

uyers attending September’s Las Vegas Market made the WHFA’s Retailer Resource Centers, in B-1630 and C-510, must-see stops during the market experience. WHFA’s RRC saw consistent traffic throughout the week with many retailers reporting an increase in business and their confidence.

The educational seminars continued to be a big draw for retailers interested in learning how to improve their business practices. The Academy Series focusing on Social Media Marketing proved to be a popular topic with many buyers attending each session.

Another highlight for buyers during the week was the complimentary buyers’ breakfast, sponsored by GE Money. The breakfast drew in large crowds of retailers with many of them returning each morning.

The 40 business service providers showing in the Retailer Resource Center were pleased with the consistent traffic and upbeat retailer attitude. Each day saw strong traffic with buyers looking for new tools to help them become more efficient and save money in their business.

Complimentary Internet stations and complimentary coffee, sponsored by STORIS Management Systems, kept attendees wired throughout the week. The daily Power Hour allowed buyers to relax in the space and network with each other. Held daily from 4:00 – 5:00 p.m. retailers were able to enjoy wine and beer, small bites and great conversation.

The Retailer Resource Center will be open during the Winter Las Vegas Market, February 1 – 5, 2010.

Photos from the Retailer Resource Center can be viewed at www.flickr.com/photos/whfa.

The RRC is brought to you by:

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

Strategic Planning Meeting Creates Positive Dialogue

W

estern Home Furnishings Association’s Board of Directors and representatives from various manufacturers and industry service providers met in Portland, OR earlier this month to create a strategic plan for the Association as well as create a vision for the future. The event was a first for a retail association in the industry and was successful in creating an open dialogue with each facet of the industry.

The Board of Directors and 15 industry business leaders participated in a session which included a SWOT analysis of the Association and industry and eventually lead into a visioning exercise. Participants continued their conversations over dinner and it was apparent that everyone was on the same page for the future of the industry.

“I was very encouraged by what we were able to accomplish in a short period of time,” said Eric Mawyer, V.P. Training, Guardian Protection Products. “I think the passion and emotion displayed in the room that afternoon told me clearly that no one has given up in this economy, and they are still willing to work hard to do what’s necessary to improve not only business but how we go about getting that business.”

The next day, the Board of Directors met again to further review the Association’s strengths and weaknesses and developed a strategic direction for the organization. Under this strategy, several goals and objectives for the Association were created by the Board of Directors to be accomplished over the next five years. “We are very excited to have formulated the framework that will enable WHFA to grow by creating unquestioned value for members and industry partners,” said Sharron Bradley, WHFA executive director. “We look forward to more discussion and idea generation from our board and partners as we implement our plan.”

The inclusion of industry manufacturers and service providers was such a great success, that WHFA is looking into incorporating the idea into future Board Meetings. Manufacturers, service providers and retailers left the meeting feeling a new sense of hope and support. “It appeared to me that for some in that room just getting to talk about all that’s going on with others from their industry was almost healing in nature because they were able to walk away reminded that they are not the only one struggling and together we can make a difference,” Mawyer added.

The next WHFA Board meeting will be held during the Winter Las Vegas Market in February.

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State & Federal Labor Law Posters

Space Saver Poster is only $39.95

The federal minimum wage law changed in July, 2009 — is your poster current?

Avoid fines and penalties with the WHFA Space Saver Poster. Only $39.95 for WHFA members, this poster features all federal and state labor laws on one compact 38” by 24” poster. The posters are registered with the Library of Congress and will help you prevent fines of up to $17,000.

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

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western retailer

November 2009

27

The World Around Us

Stress Management

for Small Business Owners

Mary White writer American Small Business News

I

t’s a fact that running a small business is stressful. When you bear the ultimate responsibility for the success or failure of your own business, there’s no way to eliminate the experience of stress. It’s also important to note that stress isn’t necessarily a bad thing. Stress is something that everyone lives with to some degree at all times, with levels varying based on a variety of factors.

Stress can inspire you to greatness, or it can be a negative factor that can keep you from accomplishing your goals or even make you physically ill. In order to use stress as a positive factor rather than allowing it to be a negative influence, what you need to do is learn how to effectively manage the stress that you’re bound to experience as a small business owner.

3 Tips for Small Business Owners to Manage Stress 1. Learn to Recognize Stress – In order to effectively manage stress, you must first learn how to recognize it. Not everyone experiences the same symptoms of stress.

Some people experience physical signs of anxiety, such as a pounding heart rate, racing pulse or tightening in the chest.

Others feel the urge to eat or drink too much or to smoke. Some individuals feel a sense of panic or develop an inability to make a decision. By recognizing 28

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how stress manifests itself in your life, you’ll be able to take steps to handle the emotion properly.

2. Deal with the Stress You are Experiencing – Ignoring stress will not make it go away. Failing to cope with feelings of stress will actually make its physical effects increase rather than diminish them. That’s why procrastination only makes things worse. When having something hanging over your head is causing stress, you’ll only begin to feel better when you take care of it. The longer

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

you put it off, the more time you will spend experiencing the physiological effects of stress. When you feel yourself experiencing stress, stop and think about what is causing the emotion. Take steps to eliminate the stressor and you’ll be on your way to being rid of the stress itself.

3. Take Time for Yourself – No matter how busy or hectic running your small business is, it’s absolutely essential that you stop and take time for yourself. Many small business owners stay under constant stress because they don’t stop their frantic paces long enough to relax and unwind. You

Introducing

don’t have to go out of town for several days in a row to take a little time for yourself, although it would probably be a good idea for you to take a vacation! At least take a break from eating at your desk and enjoy a pleasant meal, or engage in another activity that you enjoy.

Don’t give up all your hobbies for the sake of your business. Make the time to exercise, go to the movies, work in your garden or any other activities or hobbies that you enjoy.

This article was written by Mary White for American Small Business News. For additional small business articles, visit www.americanentrepreneurship.com.

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To find out what all the hoopla is about, call 800.456.0210 or visit: e-hoopla.com © 2009 Banker & Brisebois

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Floor Protectors

For the month of November you save on floor protection.

Safeglides are the only felt glides recommended by flooring manufactures and installers. These Tap-In glides provide maximum protection against marring, scratching or denting wood, cushioned vinyl, tile and marble floors. The wool felt and plastic are skillfully and permanently bonded. They won’t rust or corrode like metal glides and are heavy duty.

Safeglides install with no need for drilling, just simply install with the tap of a hammer into end grain. The very thin tubular rivet holds fast and prevents the furniture leg from splitting.

Part Number Description Qty/box Regular Price/box Sale W20150 7/8” Brown Glides 150 $39 - $41.00 $33.15 W20100 1” Brown Glides 100 $34 - $36.00 $28.90 W20050 1-1/2” Brown Glides 50 $21.50 - $22.50 $18.27

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(916) 960-0386 • (800) 422-3778 • www.WHFA.org

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Furniture Wizard.................................................24........................ (619) 869-7200

Contact: Cindi Williams, WHFA Events Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678. (916) 960-0277 E-mail: cwilliams@whfa.org. Subscriptions: $35.00/year, USA. Published by Western Home Furnishings Association, a National Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, ­distributors and sales people.

Distributed to retail merchants handling ­furniture, ­accessories, bedding, floor coverings, and specialty home furnishings in ­Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA. Official publication of Western Home Furnishings Association, which is ­responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home ­Furnishings ­Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. November 2009, all rights reserved.

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Western Retailer:

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Argo Select..........................................................7......................... (800) 422-3778 B&B Banker & Brisebois Advertising................29........................ (800) 456-0210 Emerald Home Furnishings................................2......................... (800) 685-6646

Read by furniture retailers in the West

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Western Retailer is read by more than 10,000 home furnishing retail store personnel handling furniture, accessories, bedding, floorcovering and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.

WHFA 2010 Conference..............................15, 16, 17.................. (800) 422-3778

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November 2009

western retailer

Western Retailer focuses on western market trends in the furniture, bedding, flooring and accessories industry. It highlights industry finance, state legislation, retail store layout and design, transportation, retail advertising trends, retail store computerization, insurance, succession planning and industry social events.

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

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