Sew-Cess hits stage in Las Vegas

Three of the industry’s brightest and most successful leaders shared their business know-how at the 2007 VDTA/SDTA Convention in Las Vegas. The “sew-cessful” event hit the stage on February 21 at the Las Vegas Convention Center as part of the association’s pre-convention program. Leaders who shared their secrets to success were Ricky Brooks of RNK Distributing, Mary Hess of B-Sew Inn and Paul LaPonte of Quality Sewing & Vacuum.

Recapping the program which was entitled “Sew-Cess 2007: Million Dollar Ideas,” Mary said the response was incredible and attendance certainly exceeded most expectations.

She said, “The mix of topics seemed to provide a wide coverage of information which allowed the seminar to be worthwhile to everyone from store owners to service technicians, retailers to suppliers.”

Mary talks business strategies
Mary’s topic was “Business Strategies.” She said in preparing for the seminar, she wanted to narrow the topic down and develop a presentation which provided three easy to apply, practical things for retailers to use, regardless of the size of their business.

“Planning for Profit became my theme,” said Mary. “And I combined steps to this planning process with some applications of cash flow management.”

Mary said the questions and comments on the three days to follow at the convention solidified the desires of the sewing machine retailers to grow their businesses to new levels.

“I was honored to be asked to speak and equally grateful to the things I was able to learn from the other speakers, Ricky and Paul,” Mary noted. “Last, but not least, I enjoyed the opportunity to meet new people in our industry and will look forward to seeing and learning from others in the future.”

According to Mary, the sewing machine industry is “a great place to develop relationships, friendships and most of all, an industry of great opportunity to grow and expand our business.”

“I would encourage all retailers to continue to develop both short term and long term plans and to work closely with the suppliers and vendors to plan for profit and success,” she concluded.

Paul talks customer service
Great service and great sales became the focus when Paul stepped up to the mic. Reviewing some of the points he made on stage, Paul stated, “We have good new and bad news in the sewing industry today. First the bad news: Nobody needs a $7,000 sewing machine. Now the good news: Nobody needs a $7,000 sewing machine! It doesn’t make sense until you consider this -- since no one needs a $7,000 sewing machine, they don’t need to wait until they need it, to buy it! They will buy one when YOU care enough to enthusiastically show them how much fun they can have with wonderful top-of-the-line models you sell!”

Paul recalled what Seth Godin says in All Marketers are Liars: ”If consumers have everything they need, there’s nothing left to buy except stuff that they want. And the reason they buy stuff they want is because of the way it makes them feel.”

He added, “Our customers’ buying decisions are not rational; they are feel good decisions. Great service and great sales start when you make your customers feel good.”

Paul asked his audience of independent sewing and vacuum retailers these questions:

*“Do you, your staff and your store make people feel wonderful when they visit?”

*“Do you always find a way to say, ‘Yes,’ understanding that keeping your customers satisfied and HAPPY is your key to their future business?”

*“Are you having fun?”

Paul concluded, “We are lucky to be part of a creative, fun and profitable industry. Treat your customers like royalty and ask them to buy something every time they visit and you will have a great 2007!”

Ricky talks sales & marketing
Recapping Sew-Cess, Ricky said he was honored to share the podium with two of the most successful business owners in the industry. He commented, “I thought Mary Hess brought a very impressive explanation of accounting and day-to-day business formulas that, if followed, will surely simplify every dealer’s chore of keeping books. And Paul LaPonte’s lecture on service was inspiring and educational. I don’t think there was a dealer present that did not take something from his lecture that will help make them more successful.”

Ricky’s lecture centered around the topic “Marketing and Sales through Education.” He started by establishing education as an essential part of marketing.

“I moved on to suggest in today’s business environment the successful companies have learned to market their business instead of their products,” said Ricky. “Essentially, marketing their business means marketing the difference in their business and their competition. All advertising and promotion should be designed to ‘Sell the Difference.’ I ended by giving several suggestions for establishing such a difference in their market place.”

Ricky’s suggestions included the following: hours of operation; trained people; being “The” source for sewing education; being “The” headquarters for hard-to-find notions; offering classes for all makes and models of machines; conducting sewing events; and exceeding the expectations of your customers.

Summing up “Million Dollar Ideas,” Ricky commented, “If someone found one point in the entire Sew-Cess session that aids them in making their business more successful, the program was worth it, and I know all three speakers would be proud!”

Reprinted from SQE Professional, May 2007