ome Center Merchant

Bill Fishman

Bill Fishman & Atliliates ln the "Positioning" segment of the workshop we will demonstrate how to correct an image problem, what can u, learned lrom focus groups, conducting inexpensive surveys, meaningful services to offer and how to expand the market.

11650 lberia Place rA TARTIN(i this l)ecember, Joe til Samulin and I will be touring the country conducting two-day workshops entitfed Slore Managernent & Aggressivt' Markcting lor Rctailers ql Homc lmproventent Products. This will be specifically pinpointcd to topics of concern to retailers of lumber, building materials and olher catcgories sold in home centers and lumberyards.

Joe, who makes his home in San Antonio, Tx., has been traveling the world consulting with retailers. This year he has been involved in the designing and redesigning of stores in Australia, New Zealand and Chile in addition to his United States work. This past spring when I asked him to find time to do a lunch & learn session at the National l'lome Center Show, he packed the room.

I was a little skeptical when Joe apSan Diego, Ca.92128 proached me about creating a joint workshop program. It has been a few years since I have done any platform work. I wondered whether today the industry was too sophisticated for our subject matter. "The need is still there," Joe confirmed. "There are retailers still building stores with balconiesl waiting 'til Tuesday to merchandise Thursday's ads; allowing their sales desk to be used as an impregnable fortressl capturing no vilal information from their cash registers; stifling their growth because of lack olqualified help. ." The list went on.

This week we began to assemble the curriculum and the take-home materials that will be presented during our workshop. One segment is called "The Userl"riendly Store" and features concepts lor store tralTic patterns, colors, signing, departmentalization, the co-existence of contraclor & d-i-y business, the pay back in retrofits and appealing to the real decision makerthe woman.