Thank you to everyone who attended our Convention in New Orleans
Feb 26 - 29.We hope to see all of you next year in
Las Vegas February 10-12, 2013!
|
Thank you to everyone who attended our Convention in New Orleans |
The 2009 SewCess Team
Claude Whitacre, let’s talk about your company…
Claude: My store is called The Sweeper Store, and it’s located in Wooster, OH. It’s 4,000 square feet, of which 2,500 is sales floor. We sell Riccar and Fuller Brush vacuums, Solar Comfort heaters, Tacony ceiling fans, Nature’s Air air purifiers, and my wife sells crafts. My wife, Cheryl and I own the store. We have a computer genius, Chris, and a fantastic part-time repair tech, Todd. VDTA/SDTA: What do your customers see when they step in your front door? Claude: About 130 vacuums on the floor. Almost all new. Our store is clean (no parts, motors, old vacs on the floor). We have a large demonstration area to show our Riccars....and chairs for the customers to sit in. Four different floors are in the demonstration area. We have 25 ceiling fans hanging in our sales floor. VDTA/SDTA: What makes your company unique? Claude: I don’t know about “unique,” but it’s fun to buy from us. Our customers walk out with their arms full of freebies when they buy a vacuum. We try to not charge for service after the sale. Most of our services are complimentary. Let’s talk about your secrets to SewCess… VDTA/SDTA: Tell us some secrets to your success in the sewing business. What do you feel has enabled you to be so successful and what are some of the key factors that have boosted sales for you? Claude: We don’t sell sewing machines. Then “Why on earth would you want to listen to me?” Because we sell to the same customers. Specialty retailers have a lot in common. Almost every marketing idea I’ve used profitably came from outside our industry. These ideas are completely adaptable. My secret of success? Changing from being in the “Vacuum Cleaner” business to being in the “Marketing” business. Advertising and marketing intelligently pays far more than any other activity you can do in your store. Let’s talk about your turn on stage in Las Vegas on March 12… VDTA/SDTA: Give us a sneak peek as to what you are bringing to the stage during the Las Vegas 2009 Convention in March. Claude: I have talked to several Master Salespeople in my study of selling and marketing. I’ll be describing the three encounters I had with absolute Master Salespeople...and what I learned from them....and how you can apply these ideas to your business. VDTA/SDTA: Tell us why dealers NEED TO ATTEND this convention and this SewCess seminar. Claude: We live in questionable, uncertain economic times. It isn’t enough to just “Open a store and wait for the customers to find us.” We have to become the “Obvious Choice” on where to shop. We have to be the “Go To” people in our area. And we need to attract the people who are used to spending more to get the best. Bring a notebook and take notes. I know I would. Amy Baughman, let’s talk about your company…
Amy: My store name is Amy Baughman Sew and Quilt. I have three locations in the suburbs of Pittsburgh, PA. I am a full line Husqvarna Viking and Singer dealer. Two of my locations are inside JoAnn Fabrics, and I have one 3,600-square-foot super store. With the help of my recently retired husband Ed, my son Zak, and 21 other amazing staffers, we keep things running smoothly. Amy: When a customer takes a few steps inside my super store, they see a high ceiling entry atrium painted Viking red and lit by clear buckets of thread hanging lights. White shelving with my sales awards and my mission statement are on the wall. We keep it decorated with the seasons to create a warm welcome. Amy: Being unique in this business is very difficult. We are in a culture where women say, “If it works for her, I’m going to try it also.” I say you are only unique for 60 seconds; that’s why there are trends and everyone jumps on the bandwagon. I try to stay on top of what is happening and take risks to keep my customers coming back to the stores. I try exciting, different marketing. I have new samples for inspiration and a staff that jumps through hoops to help our customers out of any sewing, quilting or machine dilemma. VDTA/SDTA: Tell us some secrets to your success in the sewing business. What do you feel has enabled you to be so successful and what are some of the key factors that have boosted sales for you? Amy: One of the keys to being successful is to be flexible. You have to be able to make quick decisions but stay true to your business values. Keeping in constant touch with your clients via e-mail at least once a week is so important. I also let them in on being a part of our family; this makes them feel like they belong. We have Amy’s Army for those who purchased their machines from us. We offer them special attention and special pricing at certain times. Everyone wants to belong to a group of some sort. We all need to think that we are special. Sales boosts by far come from e-mails, e-mails, e-mails. VDTA/SDTA: Give us a sneak peek as to what you are bringing to the stage during the Las Vegas 2009 Convention in March. Amy: I approach marketing small bites at a time. Spending $10 a week in marketing can bring in $1,000 a week in profits. I target small groups at one time, and I take a unique approach on different types of mailings. On stage, I’ll explain how the dollar store can be your best friend and how you can follow up the demonstration with an off-the-wall approach. Amy: I could not imagine not attending trade shows. Talking to others at the lunch table is where I have learned the most. Everyone has something to learn or something to offer. I would not be as successful if I did not ask questions of others. I have an open mind on how others do business. Not only do you need a break from your business, whether you are a one-man show or a staff of 100, you need to stop and see what is happening in the industry. My theory is: Sharks die if they stop swimming; Businesses die if they stop marketing. Brad Faber, let’s talk about your company…
Brad: Our Discover Sewing Super Store is located in the Atlanta suburb called Sandy Spring, GA. We also operate four “The Sewing Center inside Jo-Ann” locations in Alpharetta, Duluth, Kennesaw and Snellville, GA. In the Discover Sewing location we sell Husqvarna-Viking, Pfaff and Singer. In the Jo-Ann locations, we sell Husqvarna-Viking and Singer. I run these stores with my wife Bonnie and daughter Rachel. My son Mark plans to join us when he receives his business degree in December. We also employ about 30 salepeople and educators. VDTA/SDTA: What do your customers see when they step in your front door? Brad: They see a vast array of sewing machines, software and notions along with a knowledgeable staff. VDTA/SDTA: What makes your company unique? Brad: Our people are trained to recognize that sewing is our customers’ hobby and escape from the stresses of the day and that we should make the time they spend with us as enjoyable as possible. Let’s talk about your secrets to SewCess… VDTA/SDTA: Tell us some secrets to your success in the sewing business. What do you feel has enabled you to be so successful and what are some of the key factors that have boosted sales for you? Brad: When the game changes we have adapted with it. For example, when newspaper and Yellow Pages became less effective we moved on to cable TV and radio. Now we are putting a lot of our marketing effort into direct mail and e-mail. Thesedays, you still see dealers operating without a point of sale system. A POS system is “must-have” in my opinion because it allows you to gather mailing addresses and e-mail addresses that can later be used for economic marketing! Let’s talk about your turn on stage in Las Vegas on March 12... VDTA/SDTA: Give us a sneak peek as to what you are bringing to the stage during the Las Vegas 2009 Convention in March. Brad: I will share five or six things the members can implement the week after they return from convention that will boost sales and profit for the coming year. VDTA/SDTA: Tell us why dealers NEED TO ATTEND this convention and this SewCess seminar. Brad: With the uncertainty of the economy that we all face we all need to be the best operators we can be to ensure survival. Claude is a great speaker, the last time I heard him speak it cost me over $1,000 and you get it here for FREE. I, like most attendees learn more from networking with other dealers. At this event, you can learn from the people who actually ”walk the walk.” Howard Anderson, let’s talk about your company…
Howard: My stores are called Stony Brook Sew and Vac and they are located in New Jersey and Delaware. We have approximately 40 employees and sell Husqvarna Viking, Singer and White sewing machines. We also service all brands. VDTA/SDTA: What do your customers see when they step in your front door? Howard: When they walk in the door they see a clean, well organized store with a professionally dressed staff. VDTA/SDTA: What makes your company unique? Howard: We have built our business around quality products and service, not low price. Let’s talk about your secrets to SewCess… VDTA/SDTA: Tell us some secrets to your success in the sewing business. What do you feel has enabled you to be so successful and what are some of the key factors that have boosted sales for you? Howard: By offering all the services that sewers need and want, we are able to keep loyal customers. Let’s talk about your turn on stage in Las Vegas on March 12… VDTA/SDTA: Give us a sneak peek as to what you are bringing to the stage during the Las Vegas 2009 Convention. Howard: I am going to point out the things that you have right under your nose that you can use right away to grow your business. VDTA/SDTA: Tell us why dealers NEED TO ATTEND this convention and this SewCess seminar. Howard: There are more and more things every day that pull our customers to other activities. You need to know what works for other dealers that you can use in your business now. Reprinted from SQE Professional, December 2008 |
VDTA/SDTA: What’s the name and location of your company and give some specific details such as size, product lineup and your staff.
VDTA/SDTA: What’s the name and location of your company and give some specific details such as size, product lineup and your staff.
VDTA/SDTA: What’s the name and location of your company and give some specific details such as size, product lineup and your staff.
VDTA/SDTA: What’s the name and location of your company and give some specific details such as size, product lineup and your staff.