March/April 2012 Western Retailer

Volume 21 • Issue 3

MARCH / APRIL 2012

SAY GOOD-BYE GOOD NIGHT

Embrace Spring with Better Sleep

of Americans lose sleep over stress

www.WHFA.org

Style & Value

SWEET DREAMS f E AT u R i n g

L I N C O L N PA R K

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B311

T h e L i n c o l n Pa r k i s a t r a n s i t i o n a l c o l l e c t i o n w i t h a l i n e n f a b r i c c h a n n e l e d h e a d b o a r d .

Case good drawer construction consists of English and French Dovetail.

All wood frame with Mare veneers in a rich Cappuccino finish.

M E DA L L I O N ES12

1 4 ” E u r o - To p plush mattress features a Tr i - Z o n e p o c k e t e d s p r i n g c o i l unit which creates firm center support while pressure points at head and feet stay more relaxed.

LANCASTER

Premium Handcrafted Bedding made in the Pa c i f i c N o r t h w e s t a n d In Stock Now!

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D136

The Lancaster group is made of solid elm and elm veneers with metal trim.

The clip corner top is inserted with galvanized inset metal.

Contoured “X” back chairs with scalloped seats.

High Point

This design is available in dining, gathering, occasional, and entertainment.

April 21-26 Space 201 Center Point Bldg

Images from Las Vegas Market January 2012

I N S I D E every issue 5

President’s Letter

6

Editor’s Letter

8

Industry Beat

18

A Walk Down Memory Lane

spring learning & growth 10

Will Bedding Sales Grow?

16

A Journey into the Industry

24

Sales: Trust Training

26

The 360 Degree Pass-by

29

Selling More than Sleep

32

Surviving an ADA Lawsuit

upcoming events & wrap up 12 Home Furnishings Industry Conference—HFIC 14

HFIC Sneak Peek

21

Las Vegas Market—Wrap Up

member benefits

Top & Middle: Robert Allen, Bottom: AFC Company.

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

30

Membership Perks

31

Membership Marketplace—Insurance

On The Cover: How Sleep Affects your Customers Spending Incentive. p.10

western retailer

M A R ch / A P R i l 2 0 12

3

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

contact

EDITORIAL STAFF Managing Editor: Melissa Dressler............................ mdressler@whfa.org DESIGN AND LAYOUT: Lisa Tilley.............................................ltilley@whfa.org Advertising Manager: Cindi Williams.........................cwilliams@whfa.org 2012 WHFA OFFICERS AND EXECUTIVE COMMITTEE WHFA PRESIDENT Chris Sanders - Everton Mattress Factory, Twin Falls, ID .................(208) 326-3407 PRESIDENT ELECT Valerie Watters - Valerie's Furniture and Accents, Cave Creek, AZ .(480) 483-3327

Phone:

(800) 422-3778 (916) 784-7677 Online: www.WHFA.org Fax: (916) 784-7697 Mail: 500 Giuseppe Court, Suite 6 Roseville, CA 95678 Facebook: www.facebook.com/WesternRetailer

VICE PRESIDENT Lael Thompson - Broyhill Home Collections, Aurora, CO..................(303) 360-9653 TREASURER Chuck Kill - Bedmart, Tucson, AZ......................................................(520) 887-7039 est.1944

SECRETARY Tom Slater - Slater's Home Furnishings, Modesto, CA .....................(209) 522-9097 EXECUTIVE CHAIR Angel Lopez - Dearden's, Los Angeles, CA ......................................(213) 362-9600 PAST PRESIDENTS Claudia LeClair - Fiesta Furnishings, Scottsdale, AZ ........................(480) 951-3239 Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA...........(509) 933-2172

Western Home Furnishings Association

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

WHFA/NHFA Liaison David Harkness - Harkness Furniture, Tacoma, WA .........................(253) 473-1234 EXECUTIVE director Sharron Bradley - WHFA, Roseville, CA............................................(916) 784-7677 AT LARGE EXECUTIVE COMMITTEE MEMBers Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500 Howard Haimsohn - Lawrance Contemporary, San Diego, CA..........(619) 291-1911 Karen Kohlman - West Harvard Furniture, Roseburg, OR.................(541) 673-4221 Mark Navarra - Jerome's, San Diego, CA .........................................(858) 753-1567 2012 Board Members

Advertising Inquiries & Rates Contact: Cindi Williams, WHFA Events Manager Phone: (916) 960-0277 E-mail: cwilliams@whfa.org.

Subscriptions: $35.00/year USA

Carol Bell - Contents, Tucson, AZ......................................................(520) 881-6900 Gene DeMeerleer - Furniture West, LaGrande, OR...........................(541) 963-5440 Brian Edwards - Fairmont Designs, Buena Park, CA.........................(714) 670-1171 Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ.......................(928) 855-6067 Greg Follett - Follett’s Furniture, Lewiston, ID....................................(208) 743-0177 Travis Garrish - Forma Furniture, Fort Collins, CO............................(970) 204-9700 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 956-8425 Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Marvin Kerby - Kerby's Furniture, Yreka, CA.....................................(530) 842-3876 Tim Koerner - Koerner Furniture, Coeur D’Alene, ID.........................(208) 666-1525 Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID.............(208) 983-1040 Alex Macias - Muebleria Del Sol Furniture, Phoenix, AZ ...................(602) 405-3453 Michael Nermon - Ergo Customized Comfort, Irvine, CA...................(949) 833-0338 Cherie Rose - The Rose Collection, Los Gatos, CA...........................(408) 395-7773 Scott Selden - Selden’s, Tacoma, WA...............................................(253) 922-5700 Mike Shuel - Meredith Furniture, Yakima, WA...................................(509) 452-6221

Western Retailer is 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. March/April 2012, all rights reserved.

Western Retailer

Read by furniture retailers in the West.

Distribution

Western Retailer is published 10 times a year at a subscription rate of $35 per year by The Western Home Furnishings Association, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678, (916) 960-0277. Periodicals postage pending at Roseville, CA and additional mailing offices. POSTMASTER: Send address changes to THE WESTERN RETAILER 500 Giuseppe Court, Ste. 6, Roseville, CA 95678.

Polly Teeter - Del-Teet, Bellevue, WA................................................(425) 462-1500

If you would like to stop receiving the Western Retailer please send an email to: unsubscribe@whfa.org.

Alex Vo - RoomsXpress Furniture, Modesto, CA ..............................(209) 571-1700 John Wilson - Wilson's Furniture, Ferndale, WA ...............................(360) 384-8900

If you would like to receive only an electronic version of Western Retailer please send an email to: gogreen@whfa.org.

WESTERN HOME FURNISHINGS ASSOCIATION STAFF Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Membership Director: Kaprice Crawford.....................(916) 960-0346 Business Manager: Janice Carlson..................................................(916) 960-0347 Events Manager: Cindi Williams.......................................................(916) 960-0277 Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Editor/Communications Coordinator: Melissa Dressler.................(916) 960-0385 Graphic Designer & Project Manager: Lisa Tilley...........................(916) 960-0349 Member Services Rep: Michael Hill..................................................(916) 960-0263 Member Services Rep: Adam Gardner............................................(916) 960-0291 Accounting Assistant: Melody King.................................................(916) 960-2476

est.1944

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western retailer

western retailer

WHFA

ACADEMY

RRC RETAILER

RESOURCE CENTER

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

President’s Letter

Letters from the Road:

What’s so HOT about GEL within the Mattress Category?

The newest word being spoken in mattress showrooms across the country is “gel”, as was witnessed recently at the Las Vegas Winter Furniture Market. Mattress companies of all sizes were previewing large assortments of this specialty category. It’s obviously the biggest thing that has hit the bedding industry since the advent of the single-sided mattress. The story behind this product is that it will provide a cooler sleep with the benefits of pressure relieving components. It comes in various forms and is offered in several combinations depending on the model or the bedding brand. Hybrid versions are the next evolution within this category, these sleep sets are constructed with foam encased pocket coils as the support system replacing the polyfoam base found within a typical gel mattress. Air circulates more efficiently within this type of construction; according to test results it is 28 percent cooler and 50 percent more durable than a polyfoam base.

Gel sells according to the several retailers that have shared their success stories, now it looks like the category is entering into the innerspring segment with several mattress manufacturers offering a traditional and non-traditional look. Gel-infused memory foam will soon be available in a quilt portion of a traditional mattress offering. The consumer will have more choices within this specialty division.

Specialty bedding is a growing category for most retailers and manufacturers. Retailers who have tapped into this segment experienced a higher average ticket and a higher GMROI. Power bases or adjustable bed platforms are starting to be a key component of the specialty bedding category. Most specialty mattresses can be used with power bases, it is a great way to improve the quality of sleep for the consumer, creates a better ticket for the retailer and is a profit center you can easily add to your bedding category.

During the 2012 Home Furnishings Industry Conference held in Palm Springs, May 6-8, Larry Shinkle from Leggett & Platt will teach us how to increase the bottom line in our mattress galleries by providing methods of consultative selling techniques in one of the many educational breakout sessions held at the event.

Learning how to sell sleep solutions through add-ons, increasing the bottom line by using consultative selling techniques, learning how to increase your attachment rates, learning how to train your staff on all these topics is just another reason to attend the 2012 HFIC event. In addition to the many educational sessions offered, it’s a great venue to make new friends that face the same challenges that you do; learning from other retailers and manufacturers are always the greatest takeaways from conference.

Retailers will truly “gain the edge” by attending this event.

Chris Sanders Everton Mattress & Furniture Twin Falls, Idaho (800) 521-3985 csanders@evertonmattress.com

Chris Sanders

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

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Editors Letter

Welcome to Spring!

The sun is out, the birds are chirping and the world around us is blooming. The start of a new season is the perfect time to freshen up your store, products and your sales team.

Warm, spring afternoons are also the perfect time for a quick catnap; yet many of your customers aren’t sleeping. Approximately 70 percent of Americans don’t get enough sleep each night and 65 percent lose sleep over stress. That makes for a lot of grumpy, sleepdeprived people walking around! The emphasis on obtaining a better nights sleep has made bedding a hot category, despite what might be happening with the economy. People are willing to spend if they think they will stop counting sheep. What can you do to help your customers sleep better?

Melissa Dressler Western Retailer Managing Editor

This issue of Western Retailer welcomes you to spring with terrific articles on sleep, sales and freshening up your showroom.

Along with welcoming you to a new season, we are also saying good-bye. This issue marks the retirement of Western Retailer magazine. After 22 years of reporting on home furnishings business trends, strategies and stories, we are hanging up our boots.

But don’t worry… we will be bringing you a brand new publication starting in May called RetailerNOW. This publication is being launched by the WHFA and NHFA, and will be written for, by and about the progressive leaders in the home furnishings industry (that’s you!). RetailerNOW will elevate and inspire our industry to think beyond traditional boundaries and expand conversations to create the vision that will shape our future.

I want to thank each and every one of you for helping us make Western Retailer a wonderful publication. It has been your stories and support that have made this magazine successful. I look forward to working with you as we start this new journey in creating a better future for our industry.

Now we’re talkin’…

(916) 960-0385 MDressler@whfa.org Volume 21 • Issue 2

FEBRUARY 2012

High Touch Customer Experiences

Do you tilt right or left? p.34 When the Lights go out p.28

www.WHFA.org

Last month’s issue is availabe at www.WHFA.org

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western retailer

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

To become a Surya dealer, please call

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Industry Beat Awards… Congratulations to Lawrance Furniture and Howard Haimsohn for being named the NHFA Retailer of the Year. The company was originally founded as Modern Furniture Company in 1937 by Howard’s grandfather, Herman Haimsohn and a friend, and was located in downtown San Diego. In the mid-1950s Howard’s father Ed took over the family business and changed the merchandising strategy from a general furniture store to a modern specialty retailer. In 1976, Howard became the third generation of the family to work in the business. In 1986 Ed turned over the reins of the business to Howard, making him President. Today Howard and his wife, Julie, manage Lawrance Furniture as the leading retailer of modern and contemporary home furnishings in San Diego County, with locations in San Diego and Encinitas. Lawrance Furniture will receive their award during the Spring High Point Market Furniture Industry Awards Gala, Monday, April 23, at 6:00 p.m. in the IHFC Ballroom, 11th Floor, Green Wing.

Store Openings… More congratulations are in order for WHFA members opening new stores. Del Sol Furniture, Phoenix, Ariz., recently purchased a 25,000-square-foot former grocery store to convert into a new furniture store in Phoenix’s West Valley. Expecting to open in April 2012, the space is nearly double the size of the company’s largest store and is intended to expand their presence into an area currently underserved by home furnishing retail options… Jerome’s Furniture, San Diego, Calif., is renovating a 41,000-square-foot building in Rancho Cucamonga for its first San Bernadino County store, its ninth in Southern California. “Our expansion is a reflection of our continued focus on listening to our customers,” said Lee Goodman, president and CEO of Jerome’s.

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M A R ch / A P R i l 2 0 12

western retailer

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

sHOP www.whfa.org/products

warehouse • light bulbs • touch-up

Hello Spring

Will bedding sales grow

even in a slow economy? You bet!

lose sleep over stress

lose sleep one night a week from stress

would spend $899 for better sleep

would spend up to $1,699

As I travel and work with many clients, I’m pleased to see a shift in the way manufacturers and retailers have come to embrace a philosophy that I’ve attempted to champion for many years. In short, I believe that we don’t sell mattresses, we sell “quality of life”. This approach removes the bedding products from a commodity status to providing answers and solutions to health and lifestyles of our customers and their families. We focus on the every day realities of life and how a night of quality sleep can help our customers experience a better existence.

This industry approach is based on research and educating the consumer to invest in themselves and their family by understanding what they can gain through the proper “sleep system”. This research is being promoted by the National Sleep Foundation and the Better Sleep Council. The education process promotes health and wellness as a result of a quality sleep system (e.g. mattress, foundation, pillow, bedding and improved sleep environment suggestions). We are illustrating the “big picture” and how these elements contribute to “quality of life” through quality sleep. This consultative approach eliminates a product or commodity purchase and generates and investment in people’s quality of life.

Less than positive economic conditions have provided much stress among consumers. A survey by the Better Sleep Council has verified that stress is a major cause of loss of sleep. Many retailers are sharing this information with their customers as a solution to stress and help them view the sleep system in a different light. The research identified: • 65% of Americans lose sleep over stress • 32% of Americans lose sleep at least one night per week due to stress In short, stress has had negative effects on the customer’s ability to perform daily tasks, make good decisions, deal with different situations and even relate well to family members. We can help them deal with these issues by helping them achieve better quality sleep.

By Ron Wolinski

Because of more education to the consumer, and an awareness of better health through better sleep, HGTV and Furniture/Today found that consumers are willing to invest more when they believe a new/better sleep set will improve their health and life.

The increased spending range was based on a $699 base price that would increase to $899. Twenty-eight percent of respondents responded that they would spend that much more. The high range of the investment went from $699-$1699. Twenty-nine percent of the respondents said they would spend this amount.

Additional research by HGTV and Furniture/Today with 7,000 consumers found an overwhelming interest in products that protect mattresses and pillows from negative issues (e.g. dust mites, bed bugs and stains/spills). This awareness by enlightened retailers have educated consumers as to how these issues can be solved. They are now selling solutions and solving problems rather than selling commodities or products.

The research indicated: • 76% of consumers interested in protection from dust mites • 73% of consumers were interested in protection from allergens • 70% of consumers were interested in protection from bed bugs • 4% of consumers were interested in protection from stains/spills With the focus on awareness and education, the Better Sleep Council published information on another category of consumers, teenagers, and their incredible need for quality sleep and the resulting issues from the lack of that sleep. The condition was called “Zombie-Itus” which can result in irritability, depression, anxiety, apathy, decreased brain function and a distracted disposition. Believe me, I raised five children and these conditions really exist.

New scientific research continues to unmask the effects of chronic sleeplessness, and its results. Here are four devastating effects, courtesy of the American Heart Association.  Sleep loss can lead to Diabetes. A recent study shows that people who sleep less than six hours per night appeared to have a higher risk of developing impaired fasting glucose—a condition that can precede Type 2 Diabetes.  Sleep loss can raise your blood pressure. Another recent study found that a lost hour of sleep—one hour or less than the recommended eight—increased the odds of developing high blood pressure on an average of 37 percent over five years; skipping two hours raises the blood pressure risk 86 percent. This condition can lead to heart attack, stroke or kidney failure  Sleep loss can make you gain weight. Several recent studies have confirmed that there is a link between the loss of sleep and weight gain. In one study, participants who slept six hours per night were 27 percent more likely to become obese than those sleeping 7-9 hours; people getting five hours of sleep per night were 73 percent more likely become obese.  Sleep loss can make you vulnerable to cancer. Yet another recent study showed that even when people take preventive actions that have been proven to lower cancer risks such as exercising and eating right, inadequate sleep seems to counteract those benefits.

The National Institute of Urological Disorders and Stroke found that Americans spend at least $50 billion each year on lower back pain, the biggest cause of job-related disability and leading contributor to missed work. The proper sleep system will provide proper support, spinal alignment and comfort to make a big difference in back health.

Dr. Mehmet Oz, of The Dr. Oz Show, stated that most cases of back pain are mechanical or are non-organic, meaning they aren’t caused by serious conditions like arthritis or injury. Improper posture and lack of spinal support are the true causes.

Another dynamic of the growth of the bedding category is due to the constant introduction of new products and new approaches that contribute to better sleep. The growth of the specialty sleep category is due to introducing new products to the consumer. The first half numbers from 2011 introduced by ISPA (International Sleep Products Association) illustrated an increase in mattress units of 20.4 percent.

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

Also, the dollar value of mattress shipments rose 20.9 percent.

The bottom line, as I see it, is the fact that progressive manufacturers and retailers are not selling products or commodities, they are selling “quality of life”. They also present a complete “sleep system” solution through the mattress, pillows, sheets, protectors against dust mites, allergens, bed bugs, stains/spills and concrete suggestions as how to create a healthy and clean sleep environment. This approach focuses on the industry’s ability to make a difference in the lives of consumers and connect with them regarding health, wellness and how to achieve it.

By educating the consumer, especially the female consumer, who represents over 85 percent of the bedding purchases, and has special sleep-related needs, we can illustrate the methods that quality sleep can provide a better quality of life. This approach will continue to succeed and provide sustainability to the bedding category even in slow economic conditions.

Ron Wolinski is a Vice President with The Profitability Consulting Group. His expertise in management stems from the positions he has held such as Manager of Training and Development for Art Van Furniture, VP Sales and Marketing with Contract Interiors, President of Behavioral Dimensions, Training Consultant to Thomasville and architect of the Thomasville University, Director Sales Education for Simmons and establisher of the Simmons Academy, National Director of Education and Development for Value City Furniture and most recently Director of Education and Retail Services for La-Z-Boy, Inc. He consults with retail organization internationally on consultative selling, communications, leadership skills, interviewing and recruiting, customer service and the science of sleep. Questions relating to this article or two other related topics can be directed at RonW@profitabilityconsulting.com.

11

Events

Home Furnishings Industry MAY 6-8, 2012 â—Š PALM SPRINGS

Featured Manufacturers:

Bruce Cochrane, Lincolnton Furniture Satya Tiwari, Surya Rugs JUST ADDED

Visit the HFIC Website @ homefurnishingsconference.com to see who has already signed up!

Bruce Cochrane

Satya Tiwari

Visit www.homefurnishingsconference.com to access our direct reservation site, or call (888) 627-8396 and use GROUP CODE: HFIC2C

12

Events

california dreamin' Gaining the Edge

Register Now Value Wow First Registration Second Registration Three or more

$495.00 *0.00 $199.00

Schedule @ Glance SUNDAY MAY 6

7:00 am 5:00 pm 6:45 pm 9:00 pm

Industry Golf Tournament Opening General Session Welcome Reception & Dinner After Party in the Late Night Lounge

TUESDAY MAY 8 7:15 am Breakfast in the Showcase 9:30 am Gaining the Edge in Business 10:45 am Breakouts Round Three

• Maximizing the Selling Moments • Turning Strangers into Customers • Geeked Out with John McCloskey • FUTURELOOK: Key Business Trends 2012 • The Ultimate Balancing Act • Consultative Selling in the Bedding World (Repeat)

MONDAY MAY 7 7:15 am 9:30 am 10:30 am 12:15 pm 2:00 pm

Breakfast in the Showcase Gaining the Edge in Business After Session Discussion Lunch with Best Idea Bonanza Breakouts Round One

• Shut Up Already • Maximizing the Selling Moments • Social Media: What’s the Big Deal?

• Cutting Edge Sales and Operational Tools • How to Attract More Clients Easily & Effortlessly • Screw the Conversion Rate

3:40 pm Breakouts Round Two

• The Evolution of a Blog • Pendulum • The Experience Economy: Events that Excite • The Power of a Facebook Fan • Consultative Selling in the Bedding World • FUTURELOOK: Key Sales & Marketing Trends 2012

5:00 pm 6:00 pm 7:00 pm 9:00 pm

Let’s Make a Deal Product Bonanza Reception in the Showcase Experience the Desert Dining Landscape After Party in the Late Night Lounge

12:15 pm Lunch & Networking 1:45 pm Breakouts Round Four

• Geeked Out with John McCloskey (Repeat) • Where do you Want to be One Year from Now • Co-Created: Four Winning Sessions (Repeat)

3:15 pm 6:00 pm 7:00 pm

Closing General Session Industry Reception Living the Dream— An Old Hollywood Red Carpet Experience

Featured Keynotes: Larry Winget Truth Be Told Tim Sanders Today We Are Rich

See all the registration details at www.homefurnishingsconference.com

13 * To qualify for the buy-one-get-one discount you must be a current retail member of a qualifying partner organization.

Events

Gaining the Edge With Bruce Cochrane, Lincolnton Furniture Here is a sneak peek into the Tuesday morning session, Gaining the Edge, at HFIC 2012. Western Retailer recently caught up with Bruce Cochrane, President and CEO of Lincolnton Furniture, Lincolton, NC and asked him a few questions on how he regained the edge with Lincolnton Furniture.

Western Retailer: You recently brought your product manufacturing back to the U.S. What made you decide on such a bold move?

Bruce Cochrane: Rising costs in labor, material and transportation in China. Labor shortages are further driving costs upward. More employment choices for the Chinese worker leads to workers moving on after training periods causing increased delivery times and quality problems.

WR: What does the home furnishings industry need to do today in order to be successful?

BC: Retailers and manufacturers need to decide what they want their identities to be. Too many have no identity and customers have no idea what to expect, so their expectations are low. Enthusiastically support your identity and your customers, if aligned, will support you.

WR: How should fashion play a roll in the manufacturing and selling of furniture?

BC: Fashion is the most important role! Furniture is no different from apparel fashion. Design, materials, color palettes, construction, and comfort all play a role in the identity of a brand and how it is valued. Fashion can be the innovation of the new or the restatement of the old. We have lost the day when the furniture market was the excitement of fashion.

by Zara Stender WR: How did you rediscover your soul in this industry?

BC: I took myself back to the time when I first began working in this industry, and thought about what the Cochrane name stood for, and what our customers expected of our company. My father always said, “It is not about making furniture. It is about the people making furniture.” I knew that there were many of the same people that could project Lincolnton Furniture to successes just as they had in the past. The process applications have changed but the desire to make quality solid wood furniture with traditional cabinet joinery is greater than ever. We respected each other and our customer and we responded positively to each other.

WR: How do you encourage others to rediscover the soul of their business?

Bruce Cochrane

BC: Take responsibility for yourself and your business. Be a better you. Be more respectful, more courteous, more polite, and more cheerful with everyone you meet. Most important, listen more!

Your business does not have a soul but you do!

Home Furnishings Industry MAY 6-8, 2012 ◊ PALM SPRINGS

14

M A R ch / A P R i l 2 0 12

western retailer

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

GE Capital

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With GE Capital you can be sure people like Randy Stewart are ready to help you build your business every day. Stop just banking. And start building. gogecapital.com

Randy Lundy Sr. VP, CFO, Grand Home Furnishings

Randy Stewart Relationship Manager, GE Capital

Hello Spring

A Journey Into the Industry

Two retailers share how they entered their family business. While they were both raised in the home furnishings industry, their experiences growing up greatly differ. Nick Gates and Kellen Harkness share their stories of growing up, their adventures in other fields and what made them gravitate back to a career in the home furnishings industry.

A Way of Doing Good

By Nick Gates, Gates Furniture

I am extremely humbled when I get the opportunity to share with our customers stories of growing up in this business; hide and seek amongst the cardboard-lined aisles of the warehouse, making deliveries to families in need on Christmas dressed as “Santa’s Little Helper”, and being the official taste-tester for every refreshment table at San Francisco Market.

Granted, as I became older, the jobs got harder and more complex than hide and seek, but the reward became so much greater. Every day I understand some new aspect to this job which helps me to see it as more than a job or career.

I was born into this industry. I was given plenty of options to venture into other professions, and often encouraged to do so, but eventually I gravitated back to the world of retail. For my generation, retail is probably one of the least alluring career choices available in this age of iPhones, Google and Facebook. For me it wasn’t the industry itself that attracted me but rather the aspect of family and community which ignited a spark of excitement inside of me.

When I was halfway through my undergraduate studies at the University of Oregon, I began to seriously ask myself, “How are you doing good in the world, and who are you going to do it with?” I had been enrolled in the School of Journalism and planned on becoming a photojournalist jetting around the world documenting my adventures along the way.

Once I found out the average photojournalist spent 300 days a year living out of a suitcase something in my head clicked. Who was I going to do good with? My camera? All of my memories of growing up in the family business came flooding back—even the elf costume. Whether I realized it or not these experiences became the foundation upon which I had built my respect, honor and desire for the business.

Now, I am the 4th generation of our business which both excites me

and scares me to death. There is so much history to keep alive, so many memories and tenents our family has worked tirelessly to preserve. Soon it will be on my shoulders to continue our longstanding traditions of service. While these thoughts scare me they are exactly what I asked for. That is, they are the object of my desire to do good for others and to do good alongside those closest to me. If you were to ask my father what brings him the most joy in the business he would say the same. There is a lot to be afraid about but standing with the ones you love and continuing forward to better those around you, be it a town of hundreds or a world of billions, makes any career the right one to be in.

I pray that the future will hold amazing things for this business, not just for our gain but to honor the rich history this store holds with the community and the hard work my family has crafted into a business such as ours. I came to the realization that the only reason our business stands over six decades strong is because of our commitment and focus on the heart of our industry: family and community. When my grandkids look back on our legacy, I would hope they would see a business that stands above the simple purpose of retail and grasp onto the soul of a family in the business of caring, helping and improving the lives of those around them. This business is my family, my pride, my spark, my commitment and my future.

Hello Spring

Learning from the Best

Interested in connecting with the next generation of the industry?

Visit: www.ngnow.org

By Kellen Harkness, Harkness Furniture

It might seem a little strange, but I have never really thought of myself as growing up in the furniture industry. As an adolescent, I was heavily involved in school and athletics. The rigorous training schedules of my chosen sports did not allow for me to be active within our family’s operation. My lack of early involvement led to a feeling of disconnection from our family furniture store. I felt that running the store was my father’s path and I desired to carve a different dream for myself; although at the time I had no idea what that entailed.

In 2003 I graduated from Cascade Christian High School in Puyallup, Washington and went on to study business at Ohio State University. It was not until my junior year that I had a slight change of mind regarding employment within our family’s operation. The economy looked very bleak and my employment opportunities seemed to be dwindling with each passing day. I talked with my father many times that year, and we decided together that the furniture store might be the best option for upcoming employment after graduation. My father also decided that my new position would include an eight month internship at Gates Furniture in Grants Pass, Oregon.

He desired for me to learn about the furniture industry from a like-minded furniture retailer, while not being considered the “son of the boss”.

He wanted my first full time job to be experienced without any sort of special treatment.

I went on to graduate in June of 2008 with a degree in Operations Management and moved to Grants Pass in September. My internship was broken up into two month timeframes within the various departments of Gates. The internship started in the warehouse where I learned how to build furniture, take inventory cycles, and deliver items to customers’ homes. From the warehouse I ventured into the office where I learned everything about record keeping, customer relations, accounts payable, purchasing, payroll, and human resources. After I shadowed the office staff, I went on to study under the sales staff where I was taught about sales techniques, sales management and floor display.

My final two months of the internship included shadowing Giff Gates, the owner of Gates Furniture. While I was taught a great deal while shadowing Giff, the most important thing that I took away was the value of community involvement and service to those less fortunate.

After my internship concluded in Grants Pass, I moved back to Washington and started working full time at Harkness Furniture.

I began my new position as an intern, shadowing each of the managers within our four main divisions. After my initial fourmonth internship, I determined that I would like to work in the office and take over as the Purchasing Coordinator/Inventory Control Specialist. I hope to one day take over our family operation; but at the moment I am content to learn all that I can from an amazing business man, my father.

Photos from left: Giff and Nick Gates; Kellen Harkness, Kristi Gates and Nick Gates; The Harkness Family with Santa at the store; Kellen diving for Ohio State.

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A Walk Down Memory Lane

As we wrap up our final issue, we decided to take a walk down memory lane and share with you some of the fun, stories and topics that have been covered by the magazine over the last 22 years.

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Western Reporter launched in January 1990. At the time it was only 16 pages and covered member benefits such as a VHS educational library and the latest issues in government affairs.

San Francisco Market attendance continued to grow that year and strong economic conditions were predicted for the industry.

Western Reporter caught up with Naturwood Furniture, who had just opened up their 60,000 square foot distribution center and warehouse two years earlier.

First Issue of Western Reporter

In 1995, David Marks, Bank of Antique Reproductions, helped us ring in the New Year as president of NHFAWest, and the annual conference was held in Palm Springs, CA (we must like Palm Springs!).

Dearden’s in Los Angeles, Calif. was one of the featured member profiles and Ronny Bensimon shared how their four locations catered to their Hispanic audience.

Today, Dearden’s has grown into nine locations throughout the LA area and still caters to the Hispanic customer.

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Steve Fretwell, owner of Fretwell’s Ethan Allen, offered these two questions for every retailer to ask themselves back in 1997 (and the questions are still relevant today).

“As retailers we need to be asking two questions: 1. What expectations are being created in the minds of those people who have never been in our stores? And 2. In our customers’ experiences are these expectations being fulfilled?” Steve continued to share the importance of making a great first impression, from the moment the customer enters your store until after the furniture arrives in the customer’s home.

“You never get a second chance to make a first impression…” he said.

Western Reporter rang in the new millennium with Larry Miller, Sit ‘n Sleep as president of WHFA. The magazine offered lighting and feng shui tips for your store and featured a member profile on Greg Follett, owner of Follett’s Furniture, Lewiston, Idaho, who was the current president of the Next Generation group. Greg had this to say about the Next Generation group, “I am currently the president of Next Generation, which is a succession program designed to help younger family members learn how they can eventually succeed in running the business when they take over. It is a great networking program and really seems to help everyone who attends to realize that we all have similar problems and concerns.”

Larry Miller, Sit ‘n Sleep, in 2000.

Naturwood Furniture (L-R) The late John Keyes, Virgina Keyes, Lisa Keyes Chord, and Jonny Keyes in 1990.

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2008 Retailers of the Year: Ann Navarra, Jerry Navarra & Lee Goodman, Jerome’s

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WHFA celebrated 60 years in 2004, and Western Reporter magazine started to look like the magazine you love today. President Giff Gates, Gates Home Furnishings, shared his hopes for the future of his family business. At the time, Giff was unsure whether either of his sons would want to enter the family business (see page 16 to learn what happened).

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2008 sluggishly came in. The economy had officially crashed six months prior and the industry was feeling the slump. The magazine featured articles to pump up your sales team, attract customers into your store and beat the sales slump (Little did we know the sales slump would last so long).

We celebrated Jerome’s Furniture winning the 2008 Retailer of the Year award and Lawrance Contemporary turned 70 years old.

In 2009, we got sneaky and changed our name from Western Reporter to Western Retailer (did you notice?).

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Maria Petrovski, Travis Garrish, Valerie Watters & Claudia LeClair at the 2010 WHFA Conference.

Western Retailer celebrated its 20th year anniversary in 2010. We filled the year with blasts from the past, motivational articles and stories to keep you in business.

Claudia LeClair, Fiesta Furnishings, was president, we partied it up with Mickey Mouse and gang during the Annual Conference and named HW Home, Boulder, Colo., our Retailer of the Year.

2010 Retailer of the Year: Ron Werner & Jim Hering, HW Home

Giff Gates, Gates Home Furnishings, in 2004

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In 2012, we have prepared to say good-bye to what once was, and hello to the future. Much like the shift the industry is currently going through, we are bettering our own magazine and creating new memories for the future.

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

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Las Vegas Market

RRC RETAILER

RESOURCE CENTER

National Home Furnishings Association Western Home Furnishings Association

were looking for new business Retailer Buyers solutions, education and hot waffles Resource Center

Traffic Exceeds Past Markets

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

Buyers came out in full force for the Winter Las Vegas Market and made sure that the Retailer Resource Center was a must-see stop during their shopping experience. Traffic to the RRC, located in C-496, was 42 percent higher than the August Market and was the highest ever. “The amount of buyers visiting the RRC was amazing and it was one of the best Markets for the Association and participating vendors in years,” said WHFA’s Executive Director Sharron Bradley.

“Buyer’s visited the RRC to see new business tools to use in their stores, attend first-rate education for their business and to eat a waffle, or two! The overall vibe that was felt in the RRC was one of excitement and energy—for buyers and our vendors.”

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Las Vegas Market

Next Generation-NOW Catches Speed

Over 60 up and coming home furnishings retailers, vendors and manufacturers attended the Next Generation-NOW Chatter Over Cocktails event on Tuesday evening of Las Vegas Market. Held in the One-Six Club, the Next Generation-NOW group kicked off the event with two rounds of speed networking. “Speed networking during the Next Generation-NOW event was great. I was able to chat with people I wouldn’t have otherwise gravitated to,” said Next Generation-NOW Advisory Committee Chair, Nick Gates, Gates Furniture. “The energy at the event was high. No one was overly stressed about the economy, more were excited to move forward and solve today’s problems!”

For more information on the Next GenerationNOW group, visit www.ngnow.org.

Parties, Parties, Parties!

A week at Market would be dull if it wasn’t for the parties being thrown around town.

Sunday night started off with a bang as the California Furniture Manufacturers Association celebrated their 100th Anniversary with a grand party at the KOI restaurant in the Planet Hollywood hotel.

Just down the street, TwinStar hosted its 5th Annual Customer Appreciation Event at the Tryst nightclub in The Wynn. Over 300 retailers enjoyed delicious food from the “Around the World” food stations, handrolled cigars, cocktails and lively music into the late hours of the Las Vegas night.

Emerald Home Furnishings celebrated their 50th Anniversary with a reception Monday evening in their showroom. Dressed in tuxedos and cocktail attire, the staff of Emerald Home Furnishings celebrated with longtime customers and showed their appreciation to each of them.

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Las Vegas Market

Strongest Las Vegas Market in Three Years

The numbers from the Winter Las Vegas Market*: • 14 increase in attending companies as compared to Winter Market 2011 • 27 increase in Latin American buyers and a 33 percent increase in Middle Eastern buyers compared to Winter Market 2011; almost twice as many Canadians attended than at the Summer Market 2011 • 23 percent increase in buyers as compared to Summer Market 2011 • 83 of the industry’s top 100 retailers attended • 31 percent increase in interior designers as compared to Summer Market 2011 • 4,000-plus new U.S. buyers attended for the first time; 1,000-plus new International buyers • 71 percent of first-time buyers were from the Western United States aspenhome Hathaway Hill

Spring Trends This Market’s First Look not only gave us an insight into the hot products, but also the hot colors of the season. Bold, fresh colors could be seen in furnishings, rugs and accessories around the Las Vegas Market.

• 58 percent increase in mattress buyers as compared to Summer Market 2011 • 21 percent increase in furniture buyers as compared to Summer Market 2011 • 19 percent increase in decorative accessory buyers as compared to Summer Market 2011 • 9 percent increase in floor coverings buyers as compared to Summer Market 2011

*All numbers provided by the World Market Center Las Vegas.

Tangerine Tango is Pantone’s Color of the Year, and it was popping up everywhere. Energetic, yet soulful, this color is great for accents such as pillows and tabletop accessories. Green was a hit in the home accessories category. This color nicely pairs with white, yellow, gray and denim, and is an easy splash of a soothing color. Beachy colors and textures could be seen throughout showrooms, inviting customers to dream of the approaching warm sunny days.

Transitional home furnishings are finding a new appeal because of their ability to please a wide range of shoppers from many regions and demographic groups. While contemporary and traditional still are a popular go to, details from this middle-ofthe-road style could be found in aspenhome’s Hathaway Hill collection and the Alsace dining hutch from International Idea Imports.

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

International Idea Imports, Alsace Hutch western retailer

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Hello Spring

Trust Training

Setting The Stage For Effective Sales Training

T

here are many challenges for home furnishing retailers, but arguably, the biggest challenge is not competition, merchandising, or marketing. It’s sales training.

None of the other efforts that retailers make account for anything if the product is not sold. There is an inverse ratio between RSA (Retail Sales Associates) competence and “just lookers”.

Most retailers understand this and have terrific ongoing sales training programs.

It’s important to note the dramatic difference between training for mattress sales as opposed to home furnishing sales. The reason? It’s the shopper’s attitude and mindset that makes the difference. Consumers think of mattresses as utilitarian and they approach the process using intellect logic and reason to discern value. Whereas home furnishings shoppers typically are motivated to upgrade their lifestyle and emotion plays a big role. RSA’s need to be trained to know the difference and to be able to adapt accordingly.

But there is an overarching issue that, if acknowledged, focused upon and incorporated, can set the stage to make all sales training more effective. TRUST. At the end of the day, most shoppers elect to buy from a sales associate they like and trust. Trust is achieved through competence, being up to the task, conscience, having a core set of principles, and concern, caring for others’ well being.

Trust is the intangible and transcending assurance that creates loyalty and compels people to buy with confidence. The assumption is if the RSA is trustworthy, it’s likely the company and brand are trustworthy as well.

Can trust be taught? Actually, yes it can.

I call it Trust Training: a holistic, comprehensive approach to sales training that involves all three aspects of each individual: Mind, Body and Spirit…

The 3 P’s of Trust Training

1. Perspectives (What we know) 2. Practices (What we do) 3. Principles (Who we are)

Perspectives Consumers trust confident, knowledgeable sales associates. Perspective skills training should be an ongoing evolving program to raise the competency level of all associates and should include the following: Product knowledge: Not a rote memorization of specs, but the actual qualities, features, benefits and comfort characteristics of all products.

RSA’s must learn how to objectively navigate their way around the sales floor in response to each customer’s unique needs and preferences.

Selling skills: A focus on customer satisfaction using real life situational selling. Use your own experiences and draw upon experts in our field.

There are many resources available including, tapes, DVDs, books and 24

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by Gerry Morris

magazines. Of course there is a plethora of information on the Internet. Furniture Training Company is an excellent resource.

Awareness skills: Perspective skills training should include a big picture look at the importance of each and every customer, the effect that a quality mattress has upon the customer’s health and well-being and the important role the sales associate plays in the selection process.

Company information: All sales associates should learn and know as much about the company as possible, including policies and procedures and company history. They should also spend time with all other departments, accounting, delivery, maintenance, etc. to see how everyone in the company plays a role in creating a positive experience for the customer.

Practices Practical sales training can put knowledge and skills into action. Training includes three phases, (more P’s) Preparation: what to do before working with a customer, Presentation: what to do and say in the presence of a customer, and Post Sale Care: what to do after the sale to ensure that the customer is satisfied with their purchase and experience.

Preparation Preparation begins with daily rituals, including checking on inventory, sales, events, or any other issue that may impact the customers’ experience. This includes cleaning and straightening up the sales floor, making sure all models, signage, and POP materials are in place and in good order. Each salesperson should get in the habit of looking at the store as if he or she were a customer shopping visiting the store for the first time. A clean, well-kept store evokes positive feelings. Bathrooms are the litmus test.

Presentation Sales associates should be encouraged to use a consultative style and an unbiased approach dealing with consumers as individuals, without letting his or her own personal preferences or motivations influence the selection process. An attitude of serving rather than selling is crucial.

Shoppers perceive motive.

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

Customers want to buy from associates who care about their needs. One of the best ways to communicate care is by asking meaningful questions and giving well-informed answers that address the customer’s particular situation. The entire selling process should be an exchange between buyer and seller with the common goal of finding the best possible mattress and closing the sale!

Not asking for the sale is a disservice and waste of time for the buyer and seller.

Post Sale Care Follow up may be the most important element of all practices to make sure every customer has peace of mind, is satisfied with both the product and their shopping experience and to thank them for their business.

Unfortunately, customer service issues can sometimes occur. When that happens RSA’s must go above and beyond the customer’s expectation to resolve it. By promptly solving a customer issue, one can in fact create more trust.

It’s true when a customer has a problem that is resolved beyond their expectation, it creates a more favorable feeling towards the company than not having a problem in the first place! (However, I don’t suggest creating problems to achieve that goal. LOL)

Principles Can people be trained to have good principles? I’m not sure, but we can set and enforce a standard of expectation as to how customers are to be treated.

Most customer service problems don’t arise from a lack of care as they do from a lack of awareness. It’s just human nature that we sometimes fail to see the impact that we can have on others and they upon us.

Through daily reminders, issues of honesty, integrity, compassion, and service should be stated and reinforced in a variety of ways.

A mission statement is a great way to set your standards and it should be posted for all to see. Yes, even customers.

Every day should begin with a conscientious review of that mission with an all-consuming focus on how to provide an outstanding customer experience. Over time, that shared vision becomes second nature, company identity.

Retailers that incorporate Trust Training can set the stage to make their existing training programs more effective. Creating a culture of trust will most certainly bring a new, higher level of success.

Gerry Morris is an author, speaker, sales trainer and consultant with over 25 years of experience in the home furnishings industry.

Gerry is the author of two widely-read books, Spring Training and Sell More Beds Guaranteed! He currently writes the Closing Words column together with feature articles for Sleep Savvy Magazine. For more information visit SellMoreBeds.com

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

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Hello Spring

360 Degree Pass-by

By Rich Kizer & Georganne Bender

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ne good thing about being on the road is that when you return to what’s familiar, you have a fresh perspective. After a few days away we always see our office in a different light, and we usually make a few positive changes. Time away from our office allows us to see it more clearly through the eyes of our clients: the furniture placement that made sense when we left town now looks unbalanced, and those piles of paper on our desks that we always plan to get to, but somehow never do, just make our office look disorganized and, well, messy.

Sometimes you just have to step back and be your own customer.

If we’ve said it once, we’ve said it 1,000 times: there is no reality in retailing, only perception—the customers’ perception of your store is the only one that counts. You can have the best product at the best price, fabulous, caring and knowledgeable sales associates, great sales and even better instore events BUT the second a customer walks in your door and finds you having a bad day, their perception changes.

And usually not for the better. We all make an unconscious value judgment about the stores we shop in within the first 10 seconds of contact. It isn’t fair but it happens. That’s why you have to constantly be on guard about how your store looks through your customers’ eyes.

How often do you look at your store through the objective eye of the customer? Notice that we said “objective”. You’re not being objective if you look at a really tired display and think, “Oh, that display is a mess, but I still need to sell more of that product. I can leave it up another day or two.”

No, you can’t. Customers will look at that same display and think less of your store.

Ideally, you should do an in-depth tour of your store at least once a month, but to keep things in balance, do a 360 Degree Pass-By each morning before you unlock the doors for business. The parking lot is a good place to start.

displays to be reorganized? Have the flowers in your planters seen better days? Can customers easily see your storefront sign? Are all the bulbs in working order? Are your windows clean and free of old signs? Do the window displays need some attention?

Access the Decompression Zone: The Decompression Zone (DZ) is the 5 to 15 feet just inside the front door of the store. Its purpose is to slow down rushed and distracted customers so they can concentrate on shopping. Is your DZ uncluttered, inviting and easy to navigate?

Work Your Speed Bumps: Do your Speed Bump displays—small tables loaded with home décor items or a small, inviting, and completely accessorized, room setting placed just beyond the Decompression Zone—need to be fluffed or re-stocked? Work your Speed Bumps—they sell product. These displays should be changed at least once a week.

Power Wall Ahead: Look Right: 90 percent of shoppers will enter the store and look or turn to the right—that’s where you’ll find your main Power Wall. This is a premium location that is highly visible and heavily shopped; it should be used to merchandise hot product stories, new items, and high demand items. Are your Power Wall displays set to sell? Do they need to be restocked or re-merchandised?

Review Your In-store Signage: Does your signage reflect the style and personality of the store? Can customers easily read them? Is there old sale or product signing that needs to be removed? Are there hand-written signs with cutesy references to breakage and unwatched children present that need to go away?

Survey the Parking Lot: Is the parking lot easily accessible? Are store associates cars parked in the best spaces?

Is the parking lot clean and brightly lit?

Check Out the Cash Wrap Counter: Is there enough room at the cash wrap for a customer to comfortably complete the transaction? Are there impulse items displayed at the cash wrap to encourage add-on sales? Is there an interesting display behind the cash wrap counter that will keep customers thinking about product?

Is your policy and procedure signing customer friendly?

Size Up the storefront: Does your storefront require paint or repair? Is there clutter to be cleaned up or exterior

Walk the Aisles: Is there product spilling over into the aisles? Are there dump displays blocking the main

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Walk in as if you were the customer aisles? Can customers easily maneuver a stroller, wheel chair, motorized chair down the aisles? Can people comfortably pass one another throughout the store?

Survey Your Merchandise Presentation: Are your displays fresh? Do they encourage customers to stop and look, and entice them to buy? Are there empty spots that need attention or empty shelves of accessories that need to be restocked? Is the product “faced” (brought to the front of the shelf or hook)? Are there bin tickets missing?

If you do a 360 Degree Pass-By each day, you will soon become attuned to things that are out of place or need your immediate attention. Once a month dig deeper with KIZER & BENDER’s NoFail Perception Exercise: Look at the same things that you review during your daily 360 Degree Pass-By. During this exercise, you will spend more time observing each area.  Don’t fix, move or adjust anything in the store before you do this exercise. You want a clean vision of what the store really looks like on a typical day.  Survey your store during regular business hours—not before opening or after closing. You want to do this exercise while customers are in the store shopping.  Dress in the same attire as a typical customer. If it’s cold outside, put on a winter coat. If your customers tend to shop with children, haul a diaper bag with you. You want to recreate the customers experience as closely as possible.  Don’t just put on your coat and walk out the door. Hop in your car and drive down the street. Re-enter your parking lot and drive by your store from all directions so you can see it from different perspectives.  Carry a notepad and make a list of things to do; you can prioritize your list later and make changes as necessary. You might even want to ask a store associate to do the same exercise—you can compare notes later.

Remember that perception becomes reality. If you do not control how your store is perceived, it just might get away from you. Customers will create their own perception of your store and you might not like the one they choose. Your daily diligence will help ensure that customers see your store as you want them to see it. That alone is worth the 10 minutes of time it takes to do a daily walk-thru! © KIZER & BENDER . ALL RIGHTS RESERVED Rich Kizer and Georganne Bender, Kizer & Bender Speaking! are professional speakers, authors and consultants whose client list reads like a “Who’s Who” in business.

Companies internationally depend upon them for timely advice on consumers and the changing retail market place. KIZER & BENDER are well known for their unique and intensive consumer research. Any speaker can talk about customers, but Georganne and Rich actually become them. Contact Kizer and Bender at (630) 513-8020 or www.kizerandbender.com.

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

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Selling More than Sleep

By Jodi Allen

Let’s face it. Few of us use our bedroom just for sleep and intimacy. A lot of life happens on our mattresses. We host family movie nights there. We work on our laptops there. We snuggle with our pets there. The list goes on and on.

How does this relate to selling mattresses? By helping consumers understand what a central figure their bed plays in their daily lives, you are building up the value of a new mattress to your customers and, in turn, the amount they are willing to spend.

Getting "in bed" with the Customer: Tell a Story When consumers begin shopping for a mattress at your store, encourage them to think about all they do in bed. Help the consumer verbalize what they do by saying, “We all know that way more happens on our mattresses than just sleep and intimacy.” Then tell them a brief anecdote, such as: • “My wife uses our bed as her go-to place when chatting on the phone.

She can talk for hours with her friends when she’s lounging on our bed!”

• “A woman I spoke to the other day told me that she and her husband like to order Chinese takeout every Friday evening and eat it in bed while they watch a movie.”

• “Every morning this one customer sits on the corner of her bed and brushes her daughter’s hair. I told her good edge support would be important for her.”

After sharing an example, give the consumer a chance to relate something about their lifestyle and the importance of their bed in their daily lives.

Pay Attention to Body Language It’s important to notice the body language of your customer. If they don’t want to share how they use their bed, allow them the freedom to privately consider their answer and how it affects their purchase criteria. Remain accessible to answer their questions when they are ready.

Also remember that female consumers tend to feel uncomfortable and vulnerable when they are lying on a mattress and a male sales associate approaches and tries to engage them in conversation.

Allow them some space when they are reclining on mattresses and try to approach them when they are sitting or standing up.

Encourage Smart Phone Use Adapt to how your consumers like to receive information. Nearly eight out of 10 smart phone users shop with their mobile device, with 70 percent using it in stores.* If your shopper remains noncommittal after you employed the strategies above, suggest that those with a smart phone visit a brand’s mobile and social media sites to learn more about the products they are considering while they are still in your store.

The most successful manufacturers and retailers tune into their customers’ needs and lifestyles and tailor their product messages around what is meaningful to that consumer.

If you can help your consumers realize how much life happens in their bed, they are much more likely to invest in a better mattress set.

With 20 years of strategic marketing and product development experience, Jodi L. Allen, chief marketing officer, Sealy, has served various marketing, financial and general management positions. She received an MBA in marketing from the University of Dayton and a Bachelor of Science in Business Administration from Ohio State University. *The Mobile Movement Study, Google Above Photo from Las Vegas Market

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

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Member Benefits

Introducing: The Perks  Useful stats for your business. Learn the perks of your WHFA membership with great business takeaways and helpful information.

The  9 out of 10 retailers prefer their new member perks.*  The Who, What, When, and Where of the industry.

Stay on top of the latest industry events, happenings and fun.

for members only!

HAPPENINGS Register for HFIC 2012



 FUN FACTS How much chocolate does the average female consume?

sHOP the Warehouse

Save 20% or more all month on touch-up kits.

* The other one is busy playing Words with Friends!

 Fun Facts.

Have you ever wondered how many pounds of chocolate the average female consumes? We have too!

 WHFA Programs | Education | Products | Digital Magazine| forward to a friend The Perks of Membership keep on coming. . .

We are proud to introduce our new membership update. The Perks are designed to bring you exclusive member benefits, specials, information and industry news.



 Shop for the latest and greatest warehouse, touch-up and light bulb products all at reduced member pricing. Keep your eye out for our monthly sales that will save you $$.

Look for it in your email inbox!

Learn more.

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unsubscribe from this list | update subscription preferences

 Looking for something else? Use the quick links to the WHFA website and you will instantly be transported. Or share the Perks with a friend.

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 Update your subscriber information—just don’t click the unsubscribe button (we would be sad to see you leave!).

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 Sammy the Saver.

Now you see him, now you don’t. Any time you see Sammy the Saver in our email blast, he is linked to a coupon that will save you money. He won’t appear all the time (and he sometimes likes to hide in our links), so keep an eye out.

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Member Benefits

MemberMarketplace Exclusive WHFA insurance programs to protect your business and employees Available Coverage: Get Started Today 800.422.3778 WHFA.org

1. Property 2. General liability 3. Commercial Auto 4. Workers Compensation 5. Employment practices Liability 6. Health Insurance

Health Insurance

Business Insurance

Ahh-choo! If you want sales to come in, you need salespeople to do it. Keeping your employees healthy is vital for a successful business. As an employer in this competitive marketplace, it is important to offer an attractive benefit package to employees. WHFA’s Health Insurance program through Aita and Associates allows you to create a costeffective health insurance package to keep your employees healthy and ready to sell.

• Basic Group Life • Medical • Dental

• Optional Life

• Vision

• Long-term Care

• Chiropractic & Acupuncture • Medicare

Call for A e v Competiti ! te o Qu

(800) 422-3778

Workers’ Compensation Protect your business in case one of your employees gets injured! Without adequate workers’ compensation insurance the employer is exposed to two types of risk. First, if an employee is injured on the job, the employer may be held personally liable for both the cost of their medical care and for the lost wages while the employee is unable to work. Second, many states impose strict fines and penalties for employers who are cited for not having the required insurance.

Introducing our new partnership with the James G. Parker Insurance Group, a top 100 privately owned insurance agency specializing in middle market commercial insurance. With over 15 offices to serve you, we are confident their experienced and talented team will make sure your goals and dreams are kept safe.

• Reduce your cost of insurance with special WHFA member discounted pricing • Insurance coverage custom tailored to meet your specific needs • Services to supplement your HR dept, assist with safety goals and employee training requirements • Resources to help complete strategic planning for future growth and development of your company • Specializing in middle market commercial insurance for over 30 years, your peace of mind is guaranteed • As the program grows, so do your savings. Growing Volume = Growing Savings Through innovative design, market leverage and risk mitigation, JG Parker Insurance Group strives to reduce your total cost of insurance. Finding the areas in your business where making small adjustments will provide protection and value year after year.

WHFA’s Workers’ Comp Program Offers: • Competitive Insurance Rates

• Quotes from a variety of “A” carriers such as: Fireman’s Fund, Safeco, Golden Ealge, CNA and California State Compensation Insurance Fund.

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

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W

hen Roberto Guerrero and his family emigrated from Nicaragua to San Francisco and opened several coffee shops in the 1980s, they were pursuing the American Dream.

That dream did not include being hit with a lawsuit from a customer. Unfortunately, California’s version of the Americans with Disabilities Act (ADA) has created opportunities for plaintiffs’ lawyers to target small businesses like Guerrero’s.

Guerrero’s troubles began when he received a letter from a customer of his Cumaica Coffee shop informing him that he was being sued for minor infractions, including the placement of a recycling bin too close to a door. After a year of litigation, Guerrero wound up settling the case for $20,000.

Since then, Guerrero has been on a mission to educate small businesses about the threat of ADA lawsuits and steps they can take to protect themselves, including getting their properties certified by Certified Access Specialist (CASp). CASp certification grants special legal rights to business owners, including a 90-day stay on a lawsuit while the business resolves the alleged ADA violation.

Guerrero has gone an extra step, telling his story to the U.S. Chamber Institute for Legal Reform’s (ILR’s) first-ofits-kind national media campaign that is designed to raise awareness of the impact of lawsuit abuse on Latino-owned businesses.

The Latino Faces of Lawsuit Abuse campaign, an offshoot of ILR’s successful four-year Faces of Lawsuit Abuse effort, features two new video profiles of California Latino business owners, including Guerrero, whose businesses were victims of abusive litigation.

“These lawyers are very sharp; they know what they are doing. I learned a lesson. I’m very compliant with the law at my establishments now, so I have no fears. And yes, I’m willing to stand up and point at whoever needs to be pointed at,” Guerrero says.

He recently spoke about his lawsuit in the San Francisco Examiner, which has written extensively about California’s lawsuit culture over the last two years. At least 16 of Guerrero’s neighboring businesses have been sued by the same plaintiff. Two of them were forced to close. The plaintiff’s attorney claims to have filed 2,000 ADA lawsuits in California on behalf of several serial plaintiffs. “It was not something I ever thought would happen to me. It was something I’d see in the papers, but I just kept turning the page,” Guerrero says. “Now, it’s all about awareness.

Whoever needs to know, I will tell them.”

Guerrero’s story can be viewed at www.abusosdedemandas.org or www.facesoflawsuitabuse.org Originally published January 2012. Reprinted by permission, Free Enterprise, March 2012.

Copyright© 2012, U.S. Chamber of Commerce.

Advertisers Index

Please support the advertisers that support your magazine.

Advertiser...................................................................Page.....................Phone.....................................................................Website

Emerald Home Furnishings......................................2....................(800) 685-6646............................................... emeraldhome.com Furniture Wizard......................................................28...................(619) 869-7200..............................................furniturewizard.com GE Capital...............................................................15...................(800) 422-3778.................................whfa.org /in-store-financing/ High Point Market................................................25 & 27...............(336) 869-1000............................................. highpointmarket.org Home Furnishings Industry Conference..............12 & 13...............(800) 422-3778......................... homefurnishingsconference.com MicroD.............................................................. back cover.............(800) 964-3876...................................................... microdinc.com Planned Furniture Promotions..................................8....................(800) 472-5242............................................... PFpromotions.com RetailerNOW...........................................................20...................(800) 422-3778............................................................... whfa.org Showplace...............................................................35...................(336) 886-4700.....................................showplace-highpoint.com Surya........................................................................7....................(877) 275-7847.............................................................surya.com TruckSKIN ..............................................................33...................(877) 866-7546....................................................... truckskin.com WHFA Store.............................................................9....................(800) 422-3778............................................................... whfa.org

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

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the WHFA staff had to say goodbye to one of our dear friends. Tyla Bradley was not only Sharron’s dog, she was a loyal team member on the WHFA team. Whether she was sitting in on a brainstorming meeting, dressing up for Freaky Friday, or helping us put together a funny video, Tyla was there with her great ideas, positive demeanor and spark for fun. We will all greatly miss her!

In Memory Tyla, It has been a pleasure to you know you and the frivolity that you would bring to the office. I hope that you find someone to scratch your neck as well as I did wherever you may be now. —Jef Back about 10 years ago we had Tyla at our family Christmas breakfast wear a reindeer headband and take pictures with all the kids. She was so good with the kids and sat through almost all of them without a fuss. The kids loved her and always looked forward to seeing Tyla when they came into the office. —Kaprice Thanks for the memories Tyla.

You made our Mission Impossible possible You minded your manners well when I was your dog sitter You played at the dog park with Dexter on the sunny days You were one of my co-workers for the last 10 years Words will never explain our loss. —Mike It was once said, “Dogs are not our whole life, but they make our life whole.” Tyla made this office whole and she will be greatly missed. —Lisa My memories are of Tyla sitting in on all our meetings. She would either sit in her own chair or sit behind Sharron. Many a decision has been made with the support of Tyla! —Janice Tyla was a great dog and a great co-worker. She always contributed to our meetings and made us all laugh and smile. She will be missed. —Melissa I’ll miss your sweet demeanor and occasional barking at the UPS man,Tyla. —Melody Tyla, you will be missed and always remembered here. I'll always remember you sitting in your mom’s chair with her in the conference room. —Adam When you have a friend who accepts you unconditionally, shares your mischievous moments, greets you with enthusiasm and never waivers in their support, you have everything. Dog or human, those memories and smiles last long after they leave our lives, and we are better for it. Tyla was and is that friend, she will be remembered always. —Cindi In loving memory August 6, 2000 - February 23, 2012 Tyla Bradley

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

HigH Point Market | April 21-26

Complimentary Buyers Breakfast afternoon soCials Complimentary Bar in atrium sunset on 3 live entertainment

www. showplace-highpoint.com

High Point Market April 21 - April 26 Plaza Suites RRC 1st Fl. Space #2

Converting Imagination into Reality!

For more than 20 years, MicroD has led the way with innovative furniture merchandising solutions.

That’s why more than 85% of the Top 100 furniture brands and retailers rely on MicroD. We deliver the expertise, technology, and services to transform your online presence and drive customers to your stores.

• Visually Stunning Product Presentations • Engaging, Interactive User Experience • Powerful Room Planning & Personalization Tools • Integrated Promotions, Incentives & Hooks • Improved Search Results and Rankings • Latest Mobile Tagging Technology • Comprehensive Content Management Services • Mobile Friendly Website

Upcoming Seminar What’s All This Buzz About QR Codes?

Saturday, April 21, 2012 11:30 am – 12:30 pm Plaza Suites, RRC 1st Floor

www.microdinc.com solutions@microdinc.com 800.964.3876 ext. 2