Page 34 - Lighting Magazine September 2018

ALA Torch Bearers
4 THINGS THAT CAN IMPROVE ANY SHOWROOM
Todd Director imparts helpful advice he has learned over the years.
 LOOK backward and see if any of the principles that made you a success have been abandoned. Then adapt those activities to today.
 STOCK the correct products as take-with items. There is a trend going on with showrooms limiting the goods they stock. I think many went too far and don’t have the items that the weekend warrior or DIYer want on-hand and are losing the business to the big box stores.
 SPEND time and money on educating your team. The more we educate and communicate to the team, the be er they perform. Too o en price is the only focus; you have to be able to talk about – and demonstrate – quality and perfor- mance. Like cars, the products all get you from point “a” to point “b,” but they can do that in a sports car or a truck. It’s all about what the customer wants and values.
 INCLUDE new product categories that complement your business. It could be anything from hardware and window shades to candles. If it works in your showroom without having to reinvent your image, it’s a good thing.
Mo: hoW doEs your nEW shoWrooM iMprovE thE custoMEr ExpEriEncE?
TD: We have built displays that explain di erences in products, such as a visual that shows an IC can vs. a non-IC can. We are also commi ed to educat- ing consumers to the level they wish.
Mo: GivEn thE lEGaciEs of your fathEr and GrandfathEr, Which of thEir charactEristics do you brinG to thE coMpany?
TD: I want to continue their respect and passion for the business, from our customers and vendors to our sta . I learned a valuable lesson when the 2008 Recession hit. I witnessed friends in and out of the lighting industry laying o employees and scrambling to keep their businesses alive. Connecticut Lighting Centers did not lay o one person. That said, we absolutely made drastic changes, and those changes started at the top. We had to put a freeze on hiring and payroll expenses, plus eliminate bonuses to keep our employees working. Those changes were a major investment in our people, and today – as we are turning the corner with our team – we are happy we did.
The other thing I learned from both Art and David was to become a part of the community
and give back to it. Both my dad and grandfather taught me, Bre , Jenna, and our cousins that be- ing an active member of a community means to be active in any way you can. We practice this in our personal and business lives. Most important: When we give our word, we keep our word.
Mo: What doEs thE futurE
look likE to you?
TD: A consolidation of our industry, but not a reduction of the need for good products and ser- vice. Retail will get be er. Much of the failure that retailers have experienced is because they have taken their eyes o the activities that made them successful.
Mo: What do you Want your
pEErs to knoW about you?
TD: I am very excited to be in the lighting busi- ness with my sister, Jenna, and brother, Bre , as the third generation of a family-run company. Both Jenna and Bre are in an intensive skill-building period. They both focus on sales because that is where our customer is. When they are not selling, they each assist in expediting orders and working with our vendors.
With the changes that have happened in the industry, I feel there is more opportunity for show- rooms. In fact, the changes have made it harder for other channels to o er the level of expertise needed by customers that can only be found in a showroom.
EvEryonE lovEs a party
A er I nished my interview with Todd, Connecti- cut Lighting Centers held its grand opening gala, which was a ended by local businesses and a cadre of who’s who in the lighting industry.
The event nished with a speech by David, who cited his late mother and father as the pioneers they were — not only in lighting, but in their com- munity. David paid tribute to his wife, Carol, for nurturing their children in ways that are evident in their actions today. He also acknowledged the industry partners that have been with Connecti- cut Lighting Centers since the beginning. He noted how proud he is of his children and the roles they are growing into as the third generation in the busi- ness. While this was not a torch-passing ceremony, everyone in a endance could clearly see the en- tire Director family has their eye on the prize. 
32 enLIGHTenment Magazine | SepteMber 2018
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