Selling Closets From A-Z - The Perfect Niche For Today’s Market
Tuesday August 24, 8:30 a.m. to 1:00 p.m.
Closets, garages, pantries and home offices are just some of the categories that are embraced by companies that look to build their business in storage and home organization. The ins and outs of the home organization business will be taught by some of those pioneers in the field who have watched the niche blossom over the past 20 years. Speakers from the Association of Closet and Storage Professionals will cover all the nuances of this multi-billion dollar wood industry segment.
PROGRAM
8:30-8:45 am Why sell closet systems: Jeff Klein, The Closet Specialist
8:45-9:15 am Manufacturing vs. Component Distribution: Mike Carson, Closet Works
9:15-9:45 am Construction Method and Materials— Mike Carson, Closet Works
9:45-10:30 am Sales process (Selling to Women, Sales Cycle, Evaluation of Customer Needs, Customer Expectations) Janet Stevenson, Closet City
10:30-10:45 am Break
10:45-11:15 am Standards for Design (Customer Expectations, Basic Design Tenants)— Paul Donohoe, Ridgewood Closets
11:15-11:45 am Installation Methods (Floor-Based Systems, Suspended Systems) Jeff Klein, The Closet Specialist
11:45 am-12:15 pm Back Office Operations (Suggested Staffing, Scheduling and Estimating)—Diana Augspurger, Creative Storage Systems
12:15-12:45 pm Photo Presentation on Diversity and Niches Ellyn Gellar-Elstein, Creative Closets
12:45-1:00 pm Panel Discussion and Q & A – All Speakers |
Business operators new to the closet field; accomplished woodworkers looking to build a niche in custom closets; passionate remodelers who get requests for closets but are out of their comfort zone or a young custom closet company that’s looking to improve its operations — all should attend the Closet Symposium at the International Woodworking Fair (IWF) 2010 in Atlanta next month. (IWF 2010 runs Wednesday – Saturday, August 25-28, 2010, at the Georgia World Congress Center in Atlanta. The show is owned and sponsored by American Home Furnishings Alliance, Wood Machinery Manufacturers of America, Woodworking Machinery Industry Association.)
This Closet Symposium, which runs Tuesday, August 24 from 8:30 a.m. to 1:00 p.m., will spell out business opportunities for those interested in becoming closet professionals. But it will draw the distinctions, too, between cabinet building and running a closet business.
And there is a big difference. Closet companies don’t have the luxury that kitchen remodelers have. On average, a closet is ordered and installed within 2-3 weeks, not the 6-10 weeks a kitchen can take. This is a very short sales cycle compared with other home interior markets.
There is often no other large remodeling component to a closet project. Therefore, the impact on workflow is completely different. In the closets business, there is more of a focus on managing just-in-time delivery, handling short work cycles, and establishing customer expectations.
In “Back Office Operations,” which I will present, expect to learn about projecting and managing shop time, inventory and installation schedules. You might expect that the simplicity of construction and installation would minimize the effort but, in fact, it’s magnified as you try to manage everything in very tight windows of time.
The purchaser of a closet system is looking for precise use of space. Do you know how many inches to allow for a pair of shoes (male or female), a double hanging bar, a stack of sweaters? How do you adjust for someone short, tall or heavy? How do you maximize the use of high ceilings? Why guess? You can expect this seminar to give you specifics about space planning, giving you the knowledge to meet the customer’s demand for better space.
The sales component of the symposium is not about overcoming objections and other common sales topics. We’ll leave that to Zig Zigler or Jeffrey Gitomer. This is meant to hone your skills in
designing and building cabinetry for a targeted customer. The primary purchaser
is female. Expect to pick up some tips on what the hot buttons are for women and
how to capture their interest.
Members of the Association of Closet and Storage Professionals, experts with years of background in the industry, will share their extensive knowledge with those looking to build on this niche or break into it during this seminar.
Swim over to IWF mixer After the August 24 Closets Symposium, you may want to stop at the world’s largest aquarium, located close by in downtown Atlanta. The Atlanta Aquarium will be the setting for a kickoff mixer for the International Woodworking Machinery & Furniture Supply Fair (IWF). All attendees will network with fellow IWF friends and colleagues and get the chance to mix and mingle throughout the Aquarium with special guests including whale sharks, beluga whales, manta rays, penguins and more.
The Georgia Aquarium in Atlanta, Georgia, is the world’s largest with more than eight million gallons of water and more aquatic life than any other aquarium. The mission of the Georgia Aquarium is to be an entertaining, educational and scientific institution featuring exhibits and programs of the highest standards, offering engaging and exciting guest experiences and promoting the conservation of aquatic biodiversity throughout the world.
The Aquarium will open exclusively to IWF attendees with a private rate at $17 per person. Guests can enjoy food court items available until 8 p.m. and cash bars throughout the Aquarium.
WHEN: Wednesday, August 25, 2010 5:00 – 9:00 p.m.
WHERE: Georgia Aquarium 225 Baker Street, Atlanta, GA 30313
HOW: For details, visit georgiaaquarium. org/iwf or call (404) 581-4000.
Diana Augspurger is owner of Creative Storage Systems in Buffalo, NY, and immediate
past president of the Association of Closet and Storage Professionals (ACSP). ACSP, partnering with CLOSETS magazine, is co-sponsor of the annual Closets & Home Organization
Conference & Expo coming Feb. 23-25, 2011, to Charlotte, NC.
Meet the staff of CLOSETS magazine at IWF Booth #2224
