Page 32 - Lighting Magazine September 2018

ALA Torch Bearers
A newspaper ad from 1989 proclaims “Light Your Way Into 1990” and features photos of Art, David, and Todd to reinforce the idea of three generations of family ownership to the community.
Mo: hoW do you coMMunicatE that MEssaGE?
TD: The only way to convey it accurately to the client is through training our team. I spend a high percentage of my total work time communicating with them so the message they share is clear and consistent.
We don’t want to make the shopping experience only about price; we want to o er more than a low price. Our appeal is service and selection rst — really educating the consumer. We can demon- strate controls and show the client/tradesperson how the install should go. We are the resource for what they need.
Mo: What activitiEs arE you focusEd on?
TD: Service, selection, quality sta , and available products. I’m focused on teaching our sales team to educate customers on the right product and to not just be selling them something to sell some- thing. Sell them the right product or solution and you’ll have those customers for life.
Mo: What arE thE challEnGEs in proMotinG your businEss?
TD: Marketing has changed a lot. We are shi - ing our marketing dollars around to get the most reach possible. Another challenge is helping our sta understand that what worked in the past in sales, service, and marketing 5, 10, and even 20 years ago does not work today. Times have changed and much of our sta has been with us a long time — some well over 20 years. The speed that changes occur is mind-blowing; it’s probably the biggest issue we face. You have to keep adapt- ing. Some people adapt quickly, and others don’t. My goal is to help us keep moving forward and staying in front of the curve. We do this by utiliz- ing a variety of sources including the American Lighting Association (ALA), our reps, and in-house training.
Mo: What about staffinG challEnGEs?
TD: There is a lot of pressure on people with the changes that have happened in our industry and in retail in general. An important point we drive home is that nothing is stagnant. We, as a com- pany, and also as individuals, must adapt to the changes — from the technological changes in light- ing to the changes in the customer. We must keep everyone moving forward.
30 enLIGHTenment Magazine | SepteMber 2018
www.enlightenmentmag.com
Mo: What has bEEn thE fEEdback on thE nEW location and storE?
TD: The scale of the showroom, and the way it is designed, seems to make people think we have more on display. We want this to be a resource for our customers and one way we do this is to show how channel lighting looks installed — but with a twist. We have cut away the wall so everyone (homeowner, builder, or electrician) can see how it goes in. This reduces the fear of something new. People love working displays.
Mo: hoW arE you appEalinG to today’s consuMEr?
TD: We stock product. Approximately 8 out of 10 people leave with some kind of box. If we don’t have an item, we’ll get it for the client — and we are aggressive against the digital competition. We will get the customer the lighting they want and deliv- ered to their house at the same – or be er – price than they will nd online.
Mo: so, you Will bEat intErnEt pricinG?
TD: Beating internet pricing is rarely the issue. Price concerns disappear when a well-trained sta educates the customer. For example, the public is bombarded with so much poor LED product out there that when you explain the real di erences in quality, it sets us up to be the expert.