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Special Contributors - Newest Articles
We need more romance
Joe Carroll
Written by Joe Carroll   
ImageOne of the recurring complaints I have heard in the 40-plus years I have been in the furniture industry is "how do we sell furniture by emphasizing its benefits instead of by price?" We are constantly reprimanding ourselves for treating furniture as a commodity. We know we should be selling features such as style, comfort and its ability to enhance one's home. After decades of selling by price we have conditioned the consumer to expect to buy furniture only when it is on sale or at a discount.
Read more...
The simple truth about value
Donald Cooper
Written by Donald Cooper   

ImageUltimately, customer ownership is all about creating, delivering and communicating compelling value. Customers demand value and every business promises it. But there's a huge lack of clarity about what value really is.

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Silver hair, golden wallets
Alixe McRae
Written by Alixe MacRae   

ImageMany people, especially independent retailers of my acquaintance tend to think of older people as not being the customers that spend money. If that's your view, you could be very, very wrong.

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The story you tell is what you sell
Other Contributors
Written by Joe Carroll   

ImageWithout a doubt the bedding industry has some of the best marketing strategists in the home furnishings industry. They have to keep on coming up with new ways to sell mattresses just to stay ahead of their competition. Even in these tough economic times the mattress industry has been faring quite well.

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Is your business card an actionable marketing document?
Donald Cooper
Written by Donald Cooper   

ImageOver the years I've been asked to judge several business card competitions. What I've discovered is that many business cards completely miss the mark when it comes to accomplishing the very purpose for which they were created! So, here are my thoughts on how to create a much more effective business card.

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Selling the benefit of sleep
Other Contributors
Written by Joe Carroll   
ImageI was honoured to speak at the World Healthy Sleep Industry Conference, which was held in conjunction with the China International Furniture Expo in Shanghai in early September. The audience included international authorities in the subject from both China and Europe. Even though I don't consider myself a sleep expert, my hosts asked that I speak about the marketing and technological innovations that have evolved within the U.S. bedding industry over the past few years.
Read more...
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Donald Cooper
My Turn!
HGO Merchandiser