NARMS Radio

The Art of Negotiating

2007-07-26T18:44:00.001-04:00

Sales Expert Jim Pancero gives new insights into sales negotiations from both the buyer and seller's sides.

Jim Pancero explains negotiating from the buyer's side versus the seller's side and their different definitions of success. He shares that the goal of negotiating should be to improve the profitablity or the terms to benefit you and what you're proposing to the other side. He gives many ways to be a more successful negotiator, including becoming a risk-taker, increasing the amount of power you have, and being an effective user of your time.

Riches in Niches

2007-07-26T18:43:00.000-04:00

Susan Friedmann, author of Riches in Niches, shares about her new book.

Author of Riches in Niches, Susan Friedmann, shares about the strategies included in her book that help people become an expert in their own area of the marketplace. She explains how to stand out from the competition, including getting narrow and going deep. Susan offers listeners an extra bonus for purchasing her book by visiting her website.

Ethics in the Marketplace

2007-07-26T18:42:00.000-04:00

Principal of Saint Peter and Paul School, Frank Glowaty, discusses the important topic of ethics in the marketplace.

Principal Frank Glowaty shares how instilling a strong sense of ethics in the future workforce is vital to avoiding a disaster for our country. Frank believes in the importance of teaching youth to understand right and wrong and touches on the impact that having a moral compass can have on the bottom line in business. He shares about how beliefs have changed over the past 30 years. Frank gives his opinion on how managers should display moral values in today's marketplace and he discusses how ethics (or lack of them) is at the forefront of the headlines of the news. Finally, he gives a parenting tip to begin the process of teaching ethics in the home.

Helpful Ideas for Selling to Big Companies

2007-07-16T13:43:00.000-04:00

Author of the best-selling book, Selling to Big Companies, Jill Konrath, gives her insight into overcoming the barriers that prevent salespeople from getting in to big companies.

Author and expert on selling to big companies, Jill Konrath, shares some of the barriers that exist in making sales contacts with large clients. She then offers ideas and techniques to help overcome these obstacles. She emphasizes the importance of investing time to research the companies as a means of "paying the price of admission." Jill believes bringing them ideas that can help them achieve a business objective is crucial in standing out from your competition.

Digital Signage

2007-07-16T13:42:00.000-04:00

President and Founder of iGotcha Media. Greg Adelstein, discusses digital signage.

Greg Adelstein, President and Founder of iGotcha Media, explains all that digital signage encompasses. He shares how targeting messages through digital signage is revoltionizing the advertising industry. Greg explains that it is not simply blasting consumers with images, but that it is actually a value proposition, asking people to find out more information about products and services. He gives insight into how retailers can gain the acceptance of the consumer with such things as interactivity and valuable content.

Marketing to the Hispanic Community

2007-07-16T13:41:00.000-04:00

Founder, Owner, and President of Espanol Marketing and Communications, Eva May, gives insight into how retailers can target Hispanic consumers.

Eva May, Founder, Owner, and President of Espanol Marketing and Communications, explains what retailers and manufacturers should do to delve into Hispanic marketing by outlining some of the key differences. Eva discusses the current size of the Hispanic market, its sub-segments, and the impact of television and radio campaigns on these consumers. She also touches on what retailers are currently doing in the stores to reach Hispanics, including hiring Spanish-speaking employees. In addition, she predicts the growth trend of this segment of the population over the next five years based on the immigration laws. Finally, she shares why implementing a successful marketing campaign to Hispanics is not that intimidating or difficult, and is actually a very smart idea.

Using the Web to Your Advantage

2007-07-16T13:40:00.000-04:00

Founder and President of e*media division, Anna Murray, discusses how retailers can be doing a better job of using the internet.

Anna Murray discusses some important things she believes brick and mortar retailers can be doing to more effectively use the web. She shares how consumers are looking online for more local information so it is critical for stores to use that to their advantage by doing such things as email marketing, updating their website to look clean and professional, and optimizing search engines. She also touches on some common mistakes that should be avoided. Finally, she offers her opinion of what percentage of a company's total advertising budget should be dedicated to the web.

Issues in Sales Management

2007-07-16T13:39:00.000-04:00

Jim Pancero shares helpful insight regarding working with sales managers. He explains their typical habits and roles, and how having a better understanding of their job description could easily help their sales reps be more successful. He discusses the importance of coaching, leading, and directing to build a team that doesn't have to be "hand-held." Jim believes success in an organization today is not based on what the sales reps do, but on what the leadership does to help the sales reps do better. Finally, he offers a free 20 questions evaluation of your sales skills on his website: www.greatsalesskills.com

The NARMS Accreditation Program

2007-05-31T13:47:00.000-04:00

Dr. Christine Niero of Professional Testing explains what the new accreditation program being established by NARMS is all about, including the design of industry standards and practices. She shares why a company would want to become accredited and outlines what the approval process will entail. Finally, she predicts that the program will be launched this summer and encourages those with questions to visit the NARMS website for more information.

The Value of Outsourcing Sales and Marketing Activities

2007-05-29T10:35:00.001-04:00

Atul Parvatiyvar of the Institute for Customer Relationship Management explains a study on the value of outsourcing sales and marketing activities primarily by food brokers and sales and marketing agencies. Its focus was to find out what is the value produced by the sales and marketing agencies for the CPG industry, as well as to find out the various ways in which marketing productivity is created by the actions of sales and marketing agencies. He elaborates on how the information was compiled and identifies its key findings. Finally, he shares about an additional part of the study that should be out by the end of May.

The Benefits of NARMS Membership for Canadian Companies

2007-05-21T11:21:00.001-04:00

Canadian Audrey Fry explains why membership in NARMS has been beneficial for her company. She discusses how the sharing of ideas and problems has been meaningful to the success of her business, elaborating that many issues are the same in both countries. She encourages other Canadian merchandising companies to join the organization to become better at what they do, to develop relationships, and to learn to share and to work together with competitors.

The Value of Belonging to PIC

2007-05-21T11:20:00.004-04:00

VP of Davaco and Chair of the NARMS Professional Installation Companies (PIC) Committee, Gregg Morrison, explains who belongs to the committee and how it can be beneficial to members. He highlights things such as networking, current information, exposure, and the website as valuable resources that NARMS provides to professional installation companies. Finally, he details the results of a recent study his company conducted regarding the value of PIC.

The Benefits of NARMS for MSO Companies

2007-05-21T11:20:00.003-04:00

Co-Chair of the MSO Committee for NARMS, Christian Warren, gives insight into how MSO companies can benefit from attending the annual conference, as well as being a part of the organization. He highlights such things as networking, the information NARMS provides, the website, and the Conference Expo. In addition, Christian explains the role of the MSO Committee. Finally, he shares about how easy it is to get involved with NARMS.

Reaching the Different Types of Cultures in Business

2007-05-21T11:20:00.001-04:00

Stan Slap summarizes his keynote session on customer service. He believes that the culture defines the success of brand and reaching the employee and customer cultures is critical. Stan shares that the best customer service experiences are found in companies who understand that they sell both a product and a process. He explains how the customer experience can be measured. Finally, Stan gives examples of both a company with exceptional customer service as well as one with poor service.

The Critical Components of Sales

2007-05-21T11:19:00.002-04:00

Jim Pancero discusses how experienced salespeople can hunt for new sales. He emphasizes the importance on on-going, in-depth training, even for the seasoned veteran. Jim describes the three most important characteristics of a good salesperson as being one who is structured, proactive, and thinks ahead. He believes success in selling today is a science, not an art. Finally, Jim shares what he believes are the most significant things a salesperson can work on right now.

Summary of the "How to Thrive in a Wal-Mart World" Session

2007-05-21T11:19:00.001-04:00

Michael Bergdahl discusses strategies that Wal-Mart currently uses which may help other companies thrive in the retail industry. He shares about Sam Walton's emphasis on people and pulling the potential out of them. Michael gives insight into how other businesses can glean valuable information regarding human resources from Walton's expertise, including his strategy of "picking them green". Finally, he gives an overview of his three books.

Lessons from the Don Imus Controversy

2007-05-21T11:18:00.000-04:00

Kevin Coupe of MorningNewsBeat.com shares his insight regarding the Don Imus controversy and how it can communicate important lessons for the retail industry. He explains a couple of real life examples of where tolerance and intolerance cross purposes and the impact that such disagreements can potentially have. Kevin believes companies need to think through how they will handle diversity issues to prevent from doing it badly.

The Revolution of "Shopper Media"

2007-04-23T16:19:00.001-04:00

Principal of VSN Strategies, James Tenser, shares what in-store advertising is meaning to brands at retail. He explains that the revolution of "shopper media" is the shift of advertising from conventional media (tv, etc.) to media that reaches the consumer closer to the point of decision at retail. He shares where the money is being spent, including coupon delivery systems and digital media. James predicts what the future holds for this revolution in the next few years. Finally, he previews a study his company conducted last fall with brand marketers that is soon to be published.

The Role of the Independent Retailer

2007-04-23T16:18:00.004-04:00

VP of Associated Grocers - Seattle, Craig Calton, shares about the current role of the independent retailer. He challenges the manufacturing industry to view independent retailers differently, including seeing that they represent a large share of opportunity for them. He explains ways that independent retailers are much more in tune with the consumer and discusses how when a manufacturer and independent retailer work more closely together, they can better meet the needs of the consumer.

How to Compete and Thrive in a Wal-Mart World

2007-04-23T16:18:00.003-04:00

Keynote speaker for this year's NARMS Conference in Tucson, Michael Bergdahl, gives a preview of his address. Having worked with Sam Walton, Michael shares insight into the world's largest retailer. Not only does he discuss what makes Wal-Mart work but, more importantly, he explains what we can do to hold our own with the retailing giant.

The Challenges of Launching Wii

2007-04-23T16:18:00.001-04:00

Senior National Field Manager for Nintendo, Mary Jo Bastuba, shares about launching Wii last November. She details some of the challenges they had to overcome regarding their desire to have interactive displays at retail. She explains how this game is geared for consumers of all ages. In addition, Mary Jo touches on shrink in conjunction with selling their products. Finally, she gives input as to how retailers should merchandise high-end electronic items.

Preview of the "Largest Asset - Least Understood: Credit as a Profit Center" Seminar

2007-04-23T16:16:00.000-04:00

Founder and President of AR Management, Abe "Walking Bear" Sanchez gives an overview of his Sunday session at the 2007 NARMS Conference regarding credit. His goal is to create a paradigm shift so businesses can see credit as a "profit center waiting to happen." He stresses three important reasons why business people should extend credit to their customers. Finally, he summarizes how participants will benefit from what they hear.

2007 NARMS Annual Conference Preview

2007-04-02T17:24:00.000-04:00

Incoming Chairman of the NARMS Board of Directors, Chuck Latham, previews the 2007 NARMS Annual Conference in Tucson. He explains what a typical member of NARMS is like and gives his personal testimony of how NARMS has been beneficial to him and his company. He elaborates on what an attendee can expect from participating in the upcoming conference, including obtaining ideas on how to get business and run their business more successfully.

Promoting Through Sampling

2007-03-30T11:15:00.001-04:00

Founder of Sampling Effectiveness Advisors, Cindy Johnson, offers reasons why brands choose to promote themselves through sampling. She explains why she believes this type of promotion is more important today than ever. She also clarifies why brands sample inside the store versus outside of it. Cindy suggests some ways that brands can improve their product sampling results and explains what can drive a better return on investment.

Trends in the Food Industry

2007-03-30T11:14:00.002-04:00

Bernice Hurst, food author, editor, and consultant, shares how parents, food manufacturers, and retailers can work together to develop good eating habits in children. She offers insight into what some retailers are doing to correctly reach kids, including a move to suggest more fresh food and raw ingredients. Bernice discusses how shopping has become a "necessary evil" and how people tend to give little thought to what they purchase. Although she believes there is too convenience, she has recently observed a developing trend of people becoming more interested in reading labels, especially in the UK.

What is the Sales Force of the Future?

2007-03-30T11:14:00.001-04:00

Ben Ball, Senior VP of Dechert-Hampe, shares the results of the 2006 survey entitled "The Sales Force of the Future" that was recently conducted by his company. The survey attempts to find out whether or not the priorities of senior executives match up with those of their customers, and focuses on the following attributes: selling skills, analysis, consumer group, demand generation, and creativity (strategic thinking and innovation). Ben gives insight into the conclusions found in 2002 versus 2006, and even predicts what 2010 may hold. He suggests what key account executives should do to prepare themselves, including developing effective channel markets and customer-specific marketing programs.

The 2007 IFBA Top to Top Conference

2007-03-30T11:12:00.000-04:00

Ken McKenzie, NARMS Vice President and IFBA Executive Director, gives an overview of what will be happening at the upcoming IFBA Top to Top Conference in Chicago from May 3-5, 2007. He shares why participaing in the event can be of great value. In addition, he explains how you can become a member of IFBA and learn about the calendar of events for this year.

Integrated Retailing and Consumer Shopping Behavior

2007-03-30T11:11:00.000-04:00

Publisher and Editor of Integrated Retailing and Growth Strategies, Dr. Roger Selbert, elaborates on the trend of integrated retailing. He identifies those retailers who are currently doing it well and are profitably growing because of it. Dr. Selbert discusses the importance of catalogs and websites in driving traffic to the retail store. He explains that what determined the holiday shopping behavior of consumers in 2006 was stores who had desired items in stock and had a liberal, easy return policy. Finally, he offers some predictions of what will happen in the retail industry in 2007.

2007 NARMS Conference "Super Session"

2007-03-30T11:10:00.002-04:00

Phil Lauria, moderator of the "Super Session" at the 2007 NARMS Conference in Tucson, discusses the leading thinkers that will be participating in the panel. Not only does he give an overview, he also shares insight into the subject for the session entitled "Retail Marketing: Future Needs - Future Solutions."

The Retail Industry in Australia

2007-03-30T11:10:00.001-04:00

Having recently returned from a trip to Australia, Dan Borschke gives insight into their retail industry. He explains some of the differences between the US and Australian marketplaces. In addition, he discusses some of their top retailers, including Woolworth and Harvey Norman. Dan elaborates on what North American NARMS members can learn from their Australian counterparts such as their points of contact and business models. Finally, he predicts what 2008 may hold for the land "Down Under".

Ways to Measure In-Store Customer Service

2007-03-30T11:09:00.001-04:00

Past President of the Mystery Shopping Providers Association and current President of ICC Decision Services, David Rich, discusses how stores need to analyze their customer service to set benchmarks and make improvements. He shares some of the current ways retailers are measuring their customer's experience including surveying their customers and mystery shopping. David explains how long it typically takes to change service at a store or within a chain. He concludes by predicting future trends that point to increased value for service leaders.

Retailing Success in the Past, Present and Future

2007-03-30T11:05:00.000-04:00

Gary Hoover, founder of Hoovers.com and leading thinker in the retail industry, shares insight into what made retailers successful in history, including the "showmanship" often seen 50-100 years ago. He shares lessons from history, and how understanding the demographics of an area is of great importance. Gary emphasizes that the fundamentals of knowing their customers, loving their merchandise, and sharing that love with their customers are the basics of success for any company. Finally, he elaborates on his prediction that in the future, aging baby boomers will spend more money on experiences rather than possessions.

Perspectives on Trader Joe's

2007-03-25T22:00:00.000-04:00

Anybody who has been in a Trader Joe’s can’t help but leave with some incredible perspectives about merchandising and product mix. When Len Lewis said the model consumer for Trader Joe’s is an unemployed PhD who drives a Volvo, I couldn’t help but think how much time Len has spent studying this retailer.

The questions I continue to ask myself are, "What makes Trader Joe’s so special? Is it the product mix, the employees, or the aura they create in the eye’s of the shopper?" It’s hard to tell, as each time I’m in a Trader Joe’s, I come away thinking it’s a different one. Maybe the fact is that they do all three of them very well.

Listen to Len Lewis share his perspective and let us know your feedback on what feel makes Trader Joe’s so special.

In-Store Media is Exploding

2007-03-25T21:57:00.000-04:00

In-Store media is exploding. In the past five years, we’ve seen major advances in technology and even scarier is what the next five years will bring. Laura Davis-Taylor has built her business around the inside of the store and, in her interview, she talks about the industry. With so much money being spent on reaching the consumer in the store, it only stands to reason that there will be some significant opportunities for companies to provide services to support this rapidly growing industry.

More On Consumer Research

2007-02-27T20:26:00.000-05:00

Wharton School of Business is clearly one of the top business schools in the country, so when I had the opportunity to interview one of their marketing professors, I had to jump on it. Professor Peter Fader's interview offers new insights into the world of the consumer. Due to the time constraints, we weren't able to go nearly as deep as we would have liked to. Professor Fader is making additional information on this subject available for you to download for free. The links are at the end of this posting.

Mark Hunter, NARMS Media Network / NARMS Radio

http://ssrn.com/abstract=960960
http://ssrn.com/abstract=942570
http://ssrn.com/abstract=930141

Launching a New Product

2007-02-26T13:37:00.000-05:00

Have you ever been approached with a statement like this? "I've got a great salad dressing that everyone says is awesome. If I could get it into some stores, I know it would outsell Kraft." The "inventor" is seeking your advice as to how they can successfully launch their idea. The number of times I've heard scenarios like this is staggering. Thankfully, in a recent podcast interview on NARMS Radio, retailing expert Charlie Moro (Target and others) talks about what it really takes to get something on the shelf. Charlie shares some interesting perspectives about how to use a broker through the entire process. He reassures us that even the biggest of companies have problems getting items to retail, so it should be no surprise to hear his frankness on this subject. Check it out at NARMS Radio on iTunes or you can download it from www.NARMS.com.

Trade Shows: Good or Bad?

2007-02-26T13:30:00.000-05:00

Trade shows are always a source of discussion with every member of NARMS. For some members, trade shows represent a major opportunity to provide services to companies displaying at a show. For others, trade shows represent a major opportunity to demonstrate what you do. However, trade shows represent business opportunities for everyone that, in most situations, will only materialize if we have a plan. Susan Friedman is the industry guru on trade shows and in her interview, she shares strategies we can all use to make them more effective. One of the most important things she talks about is really targeting your focus on fewer people who truly can make a difference. Check out her NARMS Radio interview on iTunes or at www.NARMS.com. Let us know your thoughts on the subject or direct a question to Susan using the comment section below.

Have You Heard the Latest Podcasts?

2007-02-22T17:55:00.000-05:00

Current Research in Shopping Habits: Wharton School Marketing Professor, Peter Fader, describes some of the current research in consumer shopping habits.
Recent Developments in the Chain Drug Store Industry: Women's Wear Daily columnist, Faye Brookman, discusses some current developments in the chain drug store industry.
Spotlight on NARMS: Kit Moss, Chair of the NARMS Board of Directors, shares some of the progress that the organization has experienced this past year.

NARMS Recruiter

2007-02-03T14:29:00.000-05:00

FRIDAY FOCUS - A Recruiter Retrospective

It is said that the best umpires and referees are never noticed. The same can be said for a great tool. All we need to know is that it is there, just as reliable, dependable, and consistent as ever. The Recruiter at NARMS.com is just such a tool. For seven years, The Recruiter has been the backbone of NARMS.com and it is high time that this old friend enjoyed a day in the sun. Click on the link below to see the full story. NARMS 2/2/07 Read the Full Article

Have You Heard the Latest Podcasts?

2007-01-29T14:48:00.000-05:00

Trends in the Refrigerated and Frozen Food Industry: Warren Thayer, the editor of Refrigerated and Frozen Foods Retailer, discusses recent trends in the Refrigerated and Frozen Foods Industry.
Selling More by Connecting More: Michelle Nichols, sales columnist and host of the Savvy Selling podcast for BusinessWeek.com, shares insights into ways to sell more.
An Update on Macys: Anne Obarski of Merchandise Concepts gives an update regarding Macys goal of implementing service strategies to keep their customers coming back.

Welcome to the Voice of the Retail Industry!

2007-01-18T21:57:00.000-05:00

Welcome to NARMS Radio, the voice of the retail industry. NARMS Radio is all about providing you with insights into the retail industry from the people who make and shape it. It covers issues you won't find anywhere else. We encourage you to download NARMS Radio from iTunes so you won't miss a single interview.

As your host, I'll be using this blog to share with you perspectives from behind the microphone. I'll discuss controversial ideas that never make it "on air" and, more importantly, I'll invite you to share your opinions as well. In addition, this blog will be used as a forum for you to ask questions.

We invite you to share your ideas about who you would like interviewed on NARMS Radio and what topics or issues you would like to hear more about.

NARMS does not endorse any of the views or comments shared on NARMS Radio. Each interview represents the views of the interviewee and the host Mark Hunter. We welcome your feedback and comments regarding any of the interviews and we encourage you to use this blog to share your opinions. If you desire more information regarding NARMS, visit www.NARMS.com.

Thank you for being a NARMS Radio listener! Please help spread the word by telling others about it. Without a doubt, retail is a great industry to be a part of because of people like you!

All of the views expressed on NARMS Radio are the views of the interviewee and do not necessarily represent the opinions, or policies of NARMS. NARMS is not legally liable for the content and does not endorse any of the interviewees of NARMS Radio, this blog or any other medium used by NARMS Media.

Great Selling!
Mark Hunter