Seminars inspire
action
“Hope is not a marketing strategy!”
Bob Negen repeated this phrase during his well-attended seminars at MRA’s annual Retail Education Conference. Negen’s point is that retailers have to work hard and strategically to create effective plans to build their businesses.
Conference attendees said they left feeling hopeful and energized about the new sales and marketing ideas they gained, and looking forward to applying them in their stores.
“It helped us to look at things a little differently,” said Connie Wegner, of Boehler’s Greenhouse in Saginaw, who attended with two others from the store associates.
“Even when it’s something you know, hearing it from a fresh perspective can be helpful,” she explained. “And we got several new marketing ideas.”
Negen, a nationally recognized speaker, business consultant and owner of WhizBang! Training in Grand Haven, presented two related seminars at the conference. The first outlined the six steps of the sales process and explained why it is critical that sales staff make the most of each step. The second seminar presented many marketing ideas retailers can put into action immediately to boost sales.
For the first time, the conference was held in conjunction with the Lansing Gift Show, a move many retailers appreciated.
“My wife and I attended the trade show together on Sunday, and on Monday I attended the conference while she spent more time at the show,” said Jerry Roach, of Lighthouse Concepts. He and his wife plan to take ownership of Huron Lights Gift Shop in Alpena this summer.
“It was convenient for us to be able to combine a trade show trip with an opportunity to learn more about running a retail store,” said Roach.
Kate Buiter, from Bridal Gallery in Grand Rapids, said Negen gave her
ideas for ways to improve the store’s website. The store has sent
various salespeople to the conference in past years as well.
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Negens
Nuggets
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A few nuggets of wisdom Negen shared with participants include:
• “Do your salespeople know and follow all six steps of the sales process every time? If they are skipping one or two steps, you’re missing out on the opportunity to make more money. Your job is to train them.”
• “Love your customers, and show it in everything you do; the money will follow.”
• “Your customer database is your single most valuable asset.”
• “It’s not your customer’s job to remember you; it’s your job to be memorable.”
• “Set sales standards for your staff and expect everyone to meet them.”
• “A great retailer has three passions: for the products, for the customer and for the profession—a passion for making the business the best it can be.”
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