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Special Contributors - Newest Articles
Are you making the add-on sale?
Donald Cooper
Written by Donald Cooper   

ImageI just had a new windshield installed at Speedy Glass and right there by the service desk was a big display of windshield wipers in three price ranges – good, better, best – and a special windshield anti- stick, anti-glare coating, originally developed for aircraft windshields, for $24.

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Joy to the World needs to be a 12-month proposition!
Donald Cooper
Written by Donald Cooper   
ImageOne of the most popular of all Christmas carols starts with the words Joy to the World. This is a concept that's way too important to be on our lips and in our hearts for only three weeks each year. The world and everyone in it needs joy all year long.
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‘Town Hall’ a must if you care about TCHFM
Other Contributors
Written by Michael J. Knell   

ImageI’ve been attending the Canadian Home Furnishings Market for the best part of 30 years. It’s the only industry event I never miss. And for the first time, the market’s owners and operators are going to stage a forum encouraging regular attendees – such as me and you – to give our feedback, criticisms and opinions about the state of this country’s only national furniture industry event and what needs to be done to make it better, more relevant and more interesting. If you care anything at all for the market, you need to show up.

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The currency in feeling special
Donald Cooper
Written by Donald Cooper   

ImageOur customers have four currencies in their lives, not just one. A ‘currency’ is anything of value to us that we don’t have enough of. The obvious currency is money, but there are four things that we don’t have enough of: 1) money; 2) time; 3) feeling safe (physically and emotionally safe); and, 4) feeling special.

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Responding to consumer complaints
Other Contributors
Written by Joe Carroll   
ImageSeptember’s column, Why Don't People Buy More Furniture, provoked suggestions from several readers suggesting I contact a random sampling of retailers, ranging from national chains to local independent dealers, to see how they would respond. It was a great idea. Here are some of the responses I received. I have chosen to make them anonymous.
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Legendary marketers
Other Contributors
Written by Alixe MacRae   

ImageLegendary Canadian marketer Dave Nicol, who passed away a few weeks ago, once said: “Marketing is the art of meaningful sustainable differentiation. Giving away Tide at half price is meaningful but not sustainable. What is the ideal marketing strategy? One that is compellingly attractive to your customers yet is one that your competitor is unable or unwilling to replicate.”

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Donald Cooper
My Turn!
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