20
8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa- tion are the diamonds of our industry -- the movers and shakers that know what is required to be successful and they make it happen! If you were one of the diamonds present at the 2008 Las Vegas VDTA/SDTA Convention, aren’t you glad you attended? It was an amazing show, and we hope you returned to your business with renewed energy and business knowledge. The 27th Annual VDTA/SDTA Trade Show & Conven- tion was held February 20-23 at the Las Vegas Convention Center. Show activities began bright and early on February 20 as various sewing machine companies kicked off their private machine training sessions. On the floor care side, IQAir North America taught its intensive IQAir Air Cleaner College, while HOST conducted its comprehen- sive course on HOST Carpet Care. Dealers eager to learn the latest in the central vacuum arena began gathering mid-morning for the Central Vacuum Installation & Service Seminar. Instructed as a hands-on training at a local Las Vegas home, this seminar attracted its usual large crowd. Special thanks go to H-P Products, Inc. for being this year’s sponsor of the class. Another convention highlight on February 20 was the participation of our industry in the 11 th Annual Bernie Epstein Charity Golf Tournament, held at the scenic Silverstone Golf Club, on the north side of Las Vegas. More than 60 golfers participated in the event, all of them there to enjoy their love of golf with industry friends in support of the association’s scholarship fund. Prizes and goodies for each golfer were donated by various compa- nies within the industry. The proceeds were donated to the VDTA/Bernie Epstein Scholarship Fund. (See the page 12 for details on who the top golfers were that day!) A special Sewing Educators Alliance meeting convened in the afternoon, with guest speaker Rita Farro of Clinton, IA, presenting “Sew, Teach, Travel.” Farro has been a teacher, sewing machine dealer, and now does marketing for the American Sewing Expo in Novi, MI, and serves as a consultant for the Sewing & Stitchery EXPO in Puyallup, WA. Farro spoke on the basic elements of a good pitch piece and shared her ideas on how to increase sales at in-store seminars. VDTA/SDTA 2008 This year’s “ONE & ONLY” was one of the Best! Farro said the three main opportunities for sewing teachers are with stores, guilds, and consumer shows. Then she proceeded to explain how educators can work with each segment to build their careers. Her audience was an interactive group that enjoyed sharing their own experi- ences in business. “There was a lot of energy in the room and we had a mix of store owners and teachers in attendance, including Janet Pray of the American Sewing Expo,” said Farro. “What made this meeting worthwhile was that everyone in attendance was able to share their own point of view and express their thoughts. It was great to get those ideas flowing because teachers are an asset and an investment for any sewing machine dealership!” Opening Ceremonies A Big Hit on New Night! As the daytime activities drew to a close, attendees made their way to the Ballroom at the Las Vegas Hilton for a first-time VDTA/SDTA Welcome Reception, Awards Ceremony & Cocktail Party. VDTA/SDTA President Judy Patterson was the Master of Ceremonies, welcoming all to the 2008 Convention. Awards were presented that evening to people who have tremendously supported our industry. Among those who received honors were the 2008 Charity Golf Tournament sponsors, the 2008 Hall of Fame inductees, this year’s VDTA/Epstein Scholarship winners, the 2008 seminar instruc- tors, and the VDTA/SDTA members celebrating 20 years of membership. A first-time industry award was also presented on stage this year to Rocco Waldhelm of A Plus Vacuum in Indian Trail, NC, for earning all of the points necessary to complete the VDTA/ SDTA Dealer Certification Program. Waldhelm was presented with his certificate of achievement and holds the distinction of being the first to receive the honor. President Judy Patterson presents award to Rocco Waldhelm.

Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

  • Upload
    others

  • View
    3

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

8 Floor Care Professional April 2008

Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers andshakers that know what is required to be successful andthey make it happen!

If you were one of the diamonds present at the 2008Las Vegas VDTA/SDTA Convention, aren’t you glad youattended? It was an amazing show, and we hope youreturned to your business with renewed energy andbusiness knowledge.

The 27th Annual VDTA/SDTA Trade Show & Conven-tion was held February 20-23 at the Las Vegas ConventionCenter. Show activities began bright and early on February20 as various sewing machine companies kicked off theirprivate machine training sessions. On the floor care side,IQAir North America taught its intensive IQAir AirCleaner College, while HOST conducted its comprehen-sive course on HOST Carpet Care.

Dealers eager to learn the latest in the central vacuumarena began gathering mid-morning for the CentralVacuum Installation & Service Seminar. Instructed as ahands-on training at a local Las Vegas home, this seminarattracted its usual large crowd. Special thanks go to H-PProducts, Inc. for being this year’s sponsor of the class.

Another convention highlight on February 20 was theparticipation of our industry in the 11th Annual BernieEpstein Charity Golf Tournament, held at the scenicSilverstone Golf Club, on the north side of Las Vegas.More than 60 golfers participated in the event, all of themthere to enjoy their love of golf with industry friends insupport of the association’s scholarship fund. Prizes andgoodies for each golfer were donated by various compa-nies within the industry. The proceeds were donated to theVDTA/Bernie Epstein Scholarship Fund. (See the page 12for details on who the top golfers were that day!)

A special Sewing Educators Alliance meeting convenedin the afternoon, with guest speaker Rita Farro of Clinton,IA, presenting “Sew, Teach, Travel.” Farro has been ateacher, sewing machine dealer, and now does marketingfor the American Sewing Expo in Novi, MI, and serves asa consultant for the Sewing & Stitchery EXPO inPuyallup, WA. Farro spoke on the basic elements of agood pitch piece and shared her ideas on how to increasesales at in-store seminars.

VDTA/SDTA 2008This year’s “ONE & ONLY” was one of the Best!

Farro said the three main opportunities for sewingteachers are with stores, guilds, and consumer shows. Thenshe proceeded to explain how educators can work witheach segment to build their careers. Her audience was aninteractive group that enjoyed sharing their own experi-ences in business.

“There was a lot of energy in the room and we had amix of store owners and teachers in attendance, includingJanet Pray of the American Sewing Expo,” said Farro.“What made this meeting worthwhile was that everyone inattendance was able to share their own point of view andexpress their thoughts. It was great to get those ideasflowing because teachers are an asset and an investment forany sewing machine dealership!”

Opening Ceremonies A Big Hit on New Night!

As the daytime activities drew to a close, attendeesmade their way to the Ballroom at the Las Vegas Hiltonfor a first-time VDTA/SDTA Welcome Reception, AwardsCeremony & Cocktail Party. VDTA/SDTA President JudyPatterson was the Master of Ceremonies, welcoming all tothe 2008 Convention. Awards were presented that eveningto people who have tremendously supported our industry.Among those who received honors were the 2008 CharityGolf Tournament sponsors, the 2008 Hall of Fameinductees, this year’s VDTA/Epstein Scholarship winners,the 2008 seminar instruc-tors, and the VDTA/SDTAmembers celebrating 20years of membership.

A first-time industryaward was also presentedon stage this year toRocco Waldhelm ofA Plus Vacuum in IndianTrail, NC, for earning allof the points necessary tocomplete the VDTA/SDTA Dealer Certification Program. Waldhelm waspresented with his certificate of achievement and holds thedistinction of being the f irst to receive the honor.

President Judy Patterson presentsaward to Rocco Waldhelm.

Page 2: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

9Floor Care ProfessionalApril 2008

“We congratulate Rocco on this special award,” saidPatterson. “His dedication toward accumulating thenecessary points to complete the program shows he iscommitted to bettering himself as a dealer and improvinghis business. Now as his customers enter his store and seehis Certification Award on display, it will reinforce in theirmind that he is a qualified, reputable businessperson theycan depend on. We hope to award many more of thesecertification awards in the future.”

The Welcome Reception and Awards Ceremony drew astanding room only crowd. The record turnout of attend-ees was tremendous, and it seems that all enjoyed gather-ing together on a new night!

As awards ended, cocktail time began. It was wonderfulto watch old friends gather and new friends meet. All thesocializing built up excitement for the coming day’s eventsand programs. Thank you to DOMEL for again co-sponsoring the Cocktail Reception this year. The food andbeverages were enjoyed by all!

Kizer & Bender Reel in BIG CrowdRick Kizer &

Georganne Bender ofKIZER & BENDERSPEAKING! kicked theday off strong February 21with their dynamicpresentation “Prosperingin Turbulent Times.”These two retail andmarketing experts sharedtheir strategies, tactics, tipsand techniques to improveoperations, thrill custom-ers, and dramatically improve your bottom line. A fullhouse listened and walked away with great ideas theycould immediately implement in their businesses.

Reflecting on their experience at the VDTA/SDTAShow, Kizer and Bender said, “The VDTA/SDTA Conven-tion was a wonderful experience for us. Everyone wasupbeat and excited to share ideas they’ve used in their ownstores. It’s always a thrill to speak to a crowd of gung-horetailers who are ready to do whatever it takes to growtheir businesses. The energy in the auditorium thatmorning was palpable; and strong enough to light up theLas Vegas Strip!”

After their keynote, Kizer and Bender followed up withanother seminar that focused on powerful ideas to keepcustomers close. Dealers were able to attend that or any ofthe other classes on the agenda. A huge variety of educa-

tional offering were available. Some of the topics coveredincluded vacuum motor technology, indoor air qualitymarketing, steps to bullet-proof your business, the art of“adding up add-ons,” selling embroidery, and sellingheaters. Other classes focused on creating a new profitcenter, cleaning for health, measuring things most impor-tant in business, and cleaning up by helping others clean.

New this year, thanks to Tacony Corporation, was anafternoon certification course for Riccar dealers. AllRiccar dealers attending were able to gain their TandemAir Certification. The session included a three-stepapproach to understanding, demoing, and servicingTandem Air vacuums.

Show Floor Heats Up!As foot traffic hit the show floor, exhibitors worked

hard demoing their latest and greatest products. This yearthe show floor housed over 500 booths, several of whichwere first time exhibitors. The result was happy dealersand satisfied vendors. Dealers were busy “touching, trying,and ordering” new products and programs. The manufac-turers and vendors, large and small, were happy to hearfeedback on their products, answer questions, and sign upnew dealers. Attendees, in turn, were happy to work thebest deals they could get -- after all, there were tremen-dous show specials offered that made the trip worthwhile!

Suck-Cess 2008 -- A True Success!Eye of the Tiger lyrics pumped up the excitement as the

morning Suck-Cess program got underway on February22. This year’s Suck-Cess was titled “Get It Together” andthis panel of speakers had it together. They included AlexGiftos of Cadillac Vacuum, Sandy Berkshire of Stuart’sHouse of Vacuums, Claude Whitacre of The SweeperStore, and Chuck Bruce of Bruce’s Sew Handy. This top-notch team shared key insights on what it takes to succeedin the vacuum business. Gracing the stage as MC towelcome the audience and introduce the speakers was theone and only, Bill Mackler of M&M Quality Vacuum.

Recapping the first segment of the program, Giftos said,“It always amazes me how many people have a plan forexactly what will happen the day they die, but they haveno plan for what happens between now and then. If youfail to plan, you plan to fail. Once you get your plandown, you need to apply some effort. That requires time.And no one really looks at the wise use of a person’s timequite like Stephen Covey does in, The 7 Habits Of HighlyEffective People. By following Covey’s examples, peoplecan easily live the life of their dreams.”

Continued on page 10

Page 3: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

10 Floor Care Professional April 2008

Coincidently, Berkshire’spresentation focused on herstore’s call to action for a plan --a plan for change.

Explaining, Berkshire said,“Stuart’s House of Vacuums wasa well-known, establishedbusiness, so autopilot workedOK for us for a period of time. But autopilot doesn’t workso well when you’re approaching a storm.”

The key to real business growth is change, according toBerkshire. She said, “For many, change seems difficult,but change involves little more than letting go of pastassumptions and trying new things. It’s about showingyourself and others different ways to approach the samechallenges.”

Berkshire’s suggestion is that dealers should examinethemselves, their stores, and their methods of doingbusiness; then sincerely consider whether there are areasthat can use some revamping.

“Take a look at things strategically and then tacticallyimplement those changes,” she said. “Consider change as agood thing, as a positive element of your future success.”

After a standing ovation for Berkshire, it wasWhitacre’s turn to inspire. He told about his days as an in-home vacuum cleaner salesman….and what he learned. Hetalked about “price elasticity” and how to sell at higherprices to increase profits. He also talked about “position-ing” yourself as an expert.

Whitacre shared, “You position yourself as an expert soyou can make a recommendation and not a pitch. Whorecommends? Experts, doctors, trusted advisors. You wantto change the customer’s image of you from ‘that vac guy’to ‘a trusted advisor who recommends the best thing forme.’ The difference is profound. Sales become expectedand effortless.”

The finale presentation by Bruce focused on “lovingyour customer all the way to the bank.” In retrospect, heshared, “It was my pleasure to speak to a group of profes-sionals in our industry, many that have exceeded theaccomplishments of my store. The VDTA and membershipis growing to new heights as was evident in the 2008convention. The camaraderie and networking of dealersand manufacturers exceeded any that I can remember.”

The general focus of Bruce’s speech was on relation-ship building to make true advocates of your customers.

He said, “We use our financing program as an opportu-nity to share with our customers how they can save usmoney and how they can benefit with interest free financ-

ing. Financing has truly made adifference in our bottom line. Wesee customers spending more anddoing so more often when theyhave our private label credit cardin their wallets. The phrase I hearso often is ‘How do we bringnew customers into our stores?’

But are we capitalizing on the customers that are alreadycoming to our stores? What are we doing to show appre-ciation to those that have spent money in our stores? Bydoing something a little different than the competition, wecan use our customers as our best and least expensive formof advertising.”

A variety of other classes were also held the morning ofFebruary 22. The topics focused on areas such as demoingsewing machines, taking advantage of VDTA/SDTAmember benefits, getting certified in central vacuuminstallation, selecting a “green” air purifier, hostingembroidery events, advertising, and creating a customernewsletter.

An additional certification course was offered duringthe afternoon, this time catering to the Simplicity dealers.Those who attended were able to gain their Tandem AirCertification.

Dealer Appreciation DebutA new event

this year was theDealer Apprecia-tion Social Eventon the afternoonof February 22.This social eventtook place in theexhibit hall andfeatured a varietyof food, bever-ages, treats andfun for the dealers attending. Food stations and beveragecarts were placed in the hall and inside some of the co-sponsoring exhibit booths. It was a great way for thesponsors to express their gratitude to the dealers.

Other perks of the afternoon included extended exhibithall hours as well as many door prize drawings, sponsoredby the exhibitors. Among the prizes awarded courtesy ofVDTA/SDTA was something everyone loves -- CASH!Our lucky cash winners were Susan Clemenza of BoydSewing & Vacuum, Audra Quimby of Don’s Vacuum

“We enjoyed seeing all the newproducts and meeting new people.We also enjoyed the hospitality,food and networking!”

-- Richard & Brenda StuderLockport Vacuum

Page 4: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 11Floor Care Professional

Villa, Larry Butz of Cutter Vac, and Frank Grenard ofFrank’s Vacuum Cleaner Sales.

Additional winners drawn from the VDTA/SDTA doorprize box during Dealer Appreciation were Jim Barnhardtof J&R Vacuum & Sewing, winning tickets to a show atthe Las Vegas Hilton Hotel, and Dean Dixon of MisterSew-Vac, winning tuition to the Ultimate Explosion BootCamp in Baltimore, MD, this May 2008.

Sew-Cess 2008 closes the show in style!The show closer was the much anticipated Sew-Cess

2008 Program. This year’s panel of presenters had valu-able insight to share on a variety of business topics. Thepanel included Cathy Daum of Quilt Beginnings, PaulLaPonte of Quality Sewing & Vacuum, and John DouthatofAllBrands.com. MC of the program was Ricky Brooksof RNK Distributing.

Recapping topics, Daum spoke on how promotionsincrease sales and how to create a marketing strategy andpromotional plan that works. When Daum opened QuiltBeginnings, there was only one other quilt shop in town.Now there are 12 within 40 miles. In order to continuegrowing her business, she decided to focus on sewingmachine sales. She tripled that side of her business from18 percent of total sales to over 40 percent. This resultedin doubling her total revenues over the past four years.

Daum said, “There are many things you can and shoulddo on a daily basis to encourage customers to return.Beyond friendly service, offer loyalty programs, classes,birthday discounts, coupons, sales events, monthly clubs,block of the month programs, and/or charity sewing days.All of these are designed to bring customers back intoyour store on a regular basis.”

Not every promotion has to cost a lot of money,according to Daum. She recommends focusing on yourbest customers and giving them special incentives to shop.

“Try something as simple as mailing a $10 gift certifi-cate to your top 150 customers,” she said. “That cangenerate thousands of dollars of revenue with very littleexpense.”

Daum’s additional advice is to offer the customerdifferent pricing packages because it helps them feel goodabout their purchase decision and gives you added revenuewithout losing margin.

“Always offer a basic package that is low price based.Bundle that with popular accessories to give the customera sense of a bargain, and be sure to discount the accessorypackage,” she added. “Very few customers will purchasejust the basic package because the perceived better value is

in the bundle. You will get a great price, and they will geta great package.”

Daum’s final piece of advice: “Remember that ourcustomers are our greatest asset!”

She said, “Without them, we can not remain in business.Treat them fairly, reward them for shopping, and standbehind your products. It’s a great formula for success.”

“Be More Impulsive” was LaPonte’s segment of Sew-Cess 2008. He shared a six-step program guaranteed tohelp dealers make more money in 2008. LaPonte recom-mends being nice to your customers, showing themsomething new every time they visit, showing more high-end products, motivating your staff to make more sales,turning your repair buisness into a sales business, andcontacting your existing customers consistently andconstantly!

“Marketing in the 21st Century” was the topic Douthatcovered while he was on stage. Sharing his expertise in thearea, Douthat said, “Dealers and manufacturers must bemore aggressive about capturing exploding search enginetraffic for independent dealer stores through online locallistings, directories, dealer locators, referrals, and e-mailcampaigns...none of which require a Web site. For dealerswith Web sites, maximizing inbound links and postingverified customer product reviews will elevate searchengine results and page rank better than anything they cando. Free Google Analytics will measure your Web sitetraffic by direct, referral, search engine and many otherparameters over any time period. For dealers withonline shopping carts, Paid Ad words Advertising withFree Google Analytics will measure cost per click, revenueper click, ROI, etc. on every single category, brand andmodel number you have Google Ads for.”

Douthat said the industry must “Broad Band” togetherto increase independent dealer market share.

He concluded, “Independent dealer Web sites must placemore emphasis on localization, greater knowledge,customer services, ‘long tail’ product selections, accesso-ries, combos and packages, classes and events which themass merchants, shopping channels and big box storescannot compete with.”

Sew-Cess MC Ricky Brooks said it best when hecommented, “The 2008 VDTA/SDTA Trade Show &Convention was, as always, attended by dealers hungry forinformation and looking for new, innovative products. It’sno wonder that the dealers who attend every year areamong the most successful people in the industry.”&

Mark your calendars for the next VDTA/SDTA TradeShow & Convention; March 12-14, 2009, in Las Vegas.

Page 5: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200812 Floor Care Professional

2008 VDTA/Bernie EpsteinScholarship Tournament golfersbrave elements for great cause

First place net

Second place low gross

Second place net

First place gross

Scott Wells of VDTA presents Cody Youngof Carmen’s Distribution with the prize for

Closest to the Pin.

2008 Champions (l to r) Russ Minick,Electrolux HCP (Beam), Roger Smith,Ametek, Winston Lindsay, III, Lindsay

Mfg. and Bill Hinderer, (Tacony)

Scott Wells of VDTA congratulates Lars Coleof Miele for Longest Drive.

Golfers (l to r) Dean Petrosewicz of VCP,Dustin Lee of Don Aslett’s Cleaning Center

and Bill Gilbert of Austin Vacuum.

For only the second time in the 12-yearhistory of the VDTA/Bernie EpsteinScholarship Golf Tournament inclementweather put a damper on the event.Temperatures dipping below 50 degrees,wind gusts of up to 20 mph, clouds and alight drizzle made for an even morechallenging round of golf. More than 60golfers braved the elements, and a few ofthe most hearty even wore shorts, to raisemoney for the college scholarship pro-gram.

Winning TeamsThe team who shot the lowest round

without handicap was sponsored byAmetek. Shooting the low round of 58were Bill Hinderer from Tacony, WinstonLindsay, III from Lindsay Manufacturing,Russ Minick from Electrolux CentralVacuum Systems (Beam) and Roger Smithof Ametek. The team was presented withwinning trophies, and will have theirnames inscribed on a new championshipplaque that will be on permanent display inthe VDTA/SDTA Hall of Fame.

The second place low gross team wassponsored by Carmen’s Distributing andfeatured Lynn Fehrer of ProTeam andJason Geehring, Scott Schmidt and CodyYoung of Carmen’s.

First place net score, which includes ahandicap, was achieved by the team ofGreg Paul from The Vac Shop and FrankScrofani and Ralph Scrofani fromHillsborough Vacuum. Second place netscore went to another Ametek sponsoredteam. There were four teams tied forsecond place net, but after a tie-breaker,the winning team of Natalie Fraser fromLindsay Manufacturing, Dave Hanks fromAqua Air Wet Dry Vacuums and Pete Pavlick and Denise Schier fromAmetek was awarded the plaques.

Other prizes given out included the Longest Drive, which went toLars Cole of Miele and Closest to the Pin, which went to Cody Youngof Carmen’s.

VDTA/SDTA would like to thank all of the golfers and holesponsors for their participation and would like to invite everyone toparticipate in next year’s golf tournament, March 11, 2009. &

Page 6: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 13Floor Care Professional

Perfect Products receives terrificreviews on PowerTeam canister!

This year’s VDTA Show was a tremendoussuccess for Perfect Products. The companylaunched its new PowerTeam canister withterrific reviews. The dealers were actuallythanking Perfect Products for coming out with avac store only line which will enable them to sella unit where they do not have to compete withthe Internet and/or large box stores whilemaking maximum profits.

The Perfect PowerTeam canister has 21st

Century technology, featuring Ametek Advantekmotor (WOW! -- 125 inches of water lift),HEPA filtration for beyond green cleaning, 15-inch cleaning path geared power nozzle, finger-tip on/off control electric hose, all metal bodyconstruction, all chrome trim top handle, easylocking/easy retraction cord rewind, rubbercoated non marking wheels, super deluxe six-piece tool set, all packaged in a full coloredprofessional pictured box. The machine is builtto last!

The Perfect Beyond Green Up-rights were also featured at the VDTAShow. True certified HEPA mediafiltration top fill filter bags completetheir line of commercial uprights.This revolutionary top fill designallows the user to have HEPA filtra-tion without removing or cleaninghard-to-remove, bulky filters that

clog instantly. Just throw out the filter bag whenfull and replace with the new one. These ma-chines feature patented built-in magnet, 50 foot,three wire cord, six position carpet adjustmentknob, four bristle aluminum brushroll, perfectsee-through fan chamber, heavy duty metalswitch and virtually indestructible fan and base.They also have 870 watt motor, with heatoverload protection, quick release top cord clip,all metal hood, hardened steel handle bail andergonomic handle.

Perfect Products goal is to give the consumerthe best possible product, all features included,maximum profits for the dealers and the newesttechnology available. Keep looking for more oftheir new products coming your way in theupcoming months. Call your local PerfectDistributor today for more details.

“I’ve attended the show over 20straight years and I think I got moreout of this one than most. I wasespecially impressed with the SuckCessseminar. The vendors, presenters andseminars were top notch. I am a littledisappointed that we have to wait awhole year to do it again. Next yearI’m going to go a little earlier andattend more seminars. Congrats on ajob well done.”

-- Kevin Edman City Wide Vacuum

Page 7: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200814 Floor Care Professional

HYLA recaps 2008 VDTALas Vegas Show

This year’s VDTA Convention was an excep-tional opportunity for HYLA U.S. Gassmann,Inc. to exhibit the HYLA NST Cleaning System.HYLA uses only water as its filter and is still theonly water-based cleaning system with a self-cleaning separator.

Since introducing HYLA to the Americanmarket in 1996, HYLA representatives met manyvisitors and exhibitors from all over the U.S. and

Canada who had never heard of or seen a HYLA NST Cleaning System before.Although HYLAs are sold only through direct selling independent distributors,they are able to offer HYLA Deodorizer & Air Fresheners as well as HYLAFour Seasons Fragrances to select vac shops. Many free samples were offeredat their exhibition booth. All of HYLA’s products are especially formulated forwater-based vacuums.

Mr. Hartmut Gassmann said, “Our appreciation is extended to all of ourvisitors and to the VDTA team for a well-organized show.”

JMM Software releases TRS 10 at2008 VDTA Show

At the 2008 VDTA/SDTA Show, JMMSoftware, Inc. unveiled the latest and greatestversion of its acclaimed Point of Sale software,Total Retail Solution (TRS 10). This release hasbeen in development for over a year and hasbeen eagerly anticipated by sewing and vacuum dealers alike for some time.The JMM Software booth was busy the entire show, demoing the new featuresof the software.

One of the long awaited features is the new touchscreen interface. Thissimpler way to control the program makes it very easy to ring up a sale andperform other common functions without having to use the mouse or keyboard.They have also improved their screen designer feature to allow even furthercustomization of the screens, including the ability to change the size and thetext of the controls, and to remove rarely-used controls from the screens. Thesenew features allow for a simpler, cleaner interface, making it even easier tolearn the system and to train new employees.

Another way that they have made the system easier to use isthe addition of a new “Quick Pick” function. This new featureallows the retailer to easily create pre-set buttons, which makesit simple to sell commonly-sold, but difficult-to-barcodeproducts, such as embroidery floss and vacuum belts, bysimply touching the desired product button on the screen. You no longer need tospend time looking up product codes in a book.

Other new features include custom pop-up notes for customers, improvedserialized inventory tracking, historical inventory levels, automatic pricing, andmuch more. This is all in addition to TRS’s rich set of features, making it aleading Point of Sale system for sewing and vacuum stores for the past 10years. For more information about TRS, visit online at www.jmmsoftware.com,or call 1-888-795-4566.

“I have not missed a VDTA TradeShow (winter one) for more than 19years now. They are one of the bestways for any company to stay up todate with new products, new ideas,and with meeting the many friendsthat you create along the way. Thekeynotes are a real bonus and thisyear was no exception. Networkingopportunities abound. Keep up thegood work!”

-- Gary Phillips Gary’s Vacuflo

Page 8: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 15Floor Care Professional

Brick and mortar and eCommerce~Tie it all together to maximize revenue!

“It was POS•IM’s first time at the VDTA/SDTA Show and itturned out to be a great experience! Our team was greeted with openarms and much enthusiasm,” said Micro Solve Inc. President SusanBesand. “ From the sound of things many of you had been looking fora great Point of Sale solution… and here we are!”

POS•IM’s eCommerce solution was a topic discussed in depth withmany attendees. eCommerce can be quite overwhelming at firstglance! There is so much to learn. A Web site presence can be used asa valuable support to your brick and mortar store and it can also be animportant revenue stream for your business.

Whether you have an estab-lished Web site for online sales oryou are just in the planningstages, the key to success ishaving a shopping cart that isfully integrated with your POSand inventory managementsystem. In other words -- every-thing is tied together! Ordersautomatically download into thePOS system, and inventory stocklevels are updated on the Web siteso the availability is alwayscurrent. As new items are addedthey are automatically uploaded(including photo) so they appearon your Web site.

Not all POS systems have thecapability to interface with yourshopping cart and not all shop-ping carts can communicate withyour POS systems. That is wherethe POS•IM eCommerce Servicesteps in. Its revolutionaryshopping cart system integratesdirectly with POS•IM softwarefor automatic inventory uploadsand seamless order processing.

In case you missed Micro Solve at the show, here’s how it works.ePOS•IM facilitates the communication between your retail storePOS•IM database and your eCommerce shopping cart. The communi-cation begins on a push/pull basis where ePOS•IM will “push”inventory information to the Web site and “pull” orders from the Website into the POS•IM database.

Besand added, “The show was lots of fun. POS•IM will definitelybe there again next time! But don’t wait until then…contact us todayto see how we can implement a solution to increase the success ofyour business!”

You can contact Micro Solve Inc. at 1-877-908-0908, 1-503-885-7467 in Oregon, or visit www.micro-solve.com.

“I enjoyed the food, exhibitors andmeeting my reps. It was truly alearning experience -- meeting others,learning from them and networking!”

--Anders Berg Swedeclean.com

Page 9: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200816 Floor Care Professional

Robert Thomas LP enjoysfantastic show at VDTA 2008

The sales team from Robert ThomasLP had a fantastic experience at theVDTA Show in Las Vegas! There washigh traffic through their booth andthey received a lot of interest in theirROTHO TWIN TT Total HomeCleaning System.

“This was our second year in a rowat the show and the dealers are recog-nizing that Robert Thomas is here tostay and that we know what it takes tobe successful with today’s consumer lifestyle!” saidRegina Roman, regional sales manager. “The dealerswere impressed by our consistent, innovative andclean corporate identity that could be seen in our newbooth design, brochures, in-store displays, user video,and Web site (www.rothovac.com). This year, werevealed two new in-store displays to feature theROTHO TWIN TT. They will be available for thedealers in Spring 2008. We are offering two differentsizes depending on space available in the store. Thelarge display allows the dealer to display both the wetand dry vac accessories. This display also features a 10-inch LCD monitor thatruns a three minute video highlighting several of the ROTHO TWIN TT’scapabilities. We received so much positive feedback about the TWIN TT andour in-store displays that we believe this will be a huge asset to our dealers.”

Roman added, “The VDTA did an excellent job in organizing an easy,exhibitor-friendly event. We would like to thank all of the dealers who visitedour booth and helped to make the show so successful. Congratulations to DavidMcKinnis with Coastal Sew & Appliance in Wilmington, NC, who won the freeROTHO TWIN TT that was raffled at the show!”

Huff Industries Inc. enjoyssuccessful VDTA Show

The Las Vegas Show in 2008 was a tremendoussuccess for Huff Industries.

Bryan Huff of Huff Industr ies Inc. shared, “Wewere able to make new contacts as well as meet withexisting clients. The chance to meet people face-to-face in this industry is very important. I lovedoing business with people and being able to put aface to the name. We were able to bring our prod-ucts to the floor and explain them to people whowere new to them. This is so valuable toour business. Giving people a chance to have a one-on-one conversation and answer any questions theymay have gives us an edge in this competitivemarket and the VDTA Show makes this happen!”

Huff Industries looks forward to another greatyear with their distributors and hopes to see youagain in 2009.

“Overall, the planning andscheduling of the convention thisyear was excellent. The scheduleaccomodated full day seminars,receptions, dealer appreciations,award ceremonies, and goodexhibit hall hours. Innovativeproducts were all over the place! Iwas like a kid in a candy store!”

-- Bill Dedich Vacuum Express

“This year, I really enjoyed thetechnical training and networkingopportunities at the VDTA Show.”

-- Tim Young South Coast Vacuflo

Page 10: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 17Floor Care Professional

It’s not a Trade Show –it’s a Family Reunion!

Editor’s Note: Steve Lindsey, territory sales manager for IQAir North America,writes the following in review of the 2008 VDTA/SDTA Convention. (Steve can becontacted directly at 1-562-903-7600, extension 106.)

“I’m at my desk here at IQAir headquarters with my morning coffee. I’mreflecting on great memories of the exciting week we enjoyed at this year’sVDTA Convention. This was my second year to lead IQAir’s class on ‘CREAT-ING A NEW PROFIT CENTER’ where we show vacuum dealers how to addand market air purifiers to their existing product lines, and why IQAir has thebest air purification systems to add to their inventory. IQAir President FrankHammes also taught his popular course, ‘AIR CLEANER COLLEGE,’ aneverything-you-need-to-know seminar on air cleaner technology and how IQAirequipment compares to that of other top-of-the-line brands.

The IQAir booth at this year’s show was the hub of activity with old dealerscoming by to say ‘hi’ and new vacuum dealers coming by to learn more aboutIQAir products. With so many oldand new friends -- the VDTA Showdefinitely feels more like a familyreunion than that of a traditionaltrade show. It was a time for all ofus to put faces to voices of friendswe have worked with for months ormore and have the opportunity tovisit face-to-face for the first time.

One thing that couldn’t bemissed at the IQAir booth this yearwas the Perfect 16. This year,IQAir added their new Perfect 16whole-house air purifier sales tovacuum shops and the excitementabout these new sales was defi-nitely running high among ourdealers. We heard many storiesfrom our dealers about how thePerfect 16 had helped their customers’ lives -- and we even heard from dealerswho were using their air purifier knowledge to improve the lives of their ownfamilies.

(Just a reminder: IQAir dealers have until May 30 to take advantage of the50% Off IQAir Family Discount on a Perfect 16 Installation for their own home.)

The ParticleScan was another big hit at this year’s show. We sold all of ouravailable ParticleScanners the very first day of the show, which speaks volumesabout the effectiveness of our ParticleScan as a powerful sales tool for sellinghigh-end vacuum cleaners and IQAir air purifiers.

A highlight of the IQAir dealer training seminars came when Frank Hammesannounced the winners of two tickets to Cirque Du Soliel’s MYSTERE. JerryCook from North Carolina and Charles Moore from Missouri both joined IQAirstaff for the show.

We got a great deal of positive feedback from dealers at the show. They toldus how much they appreciate IQAir’s high level of dealer support. Many told ushow they themselves were astounded with how much IQAir has increased theirshop sales. The thing we liked hearing the most, though, was having the dealerstell us how excited they were to sell IQAir products.”

“Kizer and Benderwere GREAT!”

-- Larry Butz Cutter Vac

Page 11: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200818 Floor Care Professional

Don’t care for pet hair?Try Kirby’s new Brush Roll for pet owners –

a new product sensation at the 2008 VDTA Show

The Kirby booth wowedconvention goers by introduc-ing a variety of innovativeproduct concepts atFebruary’s Las Vegas VDTA Convention,but none stood out more than the BrushRoll for Pet Owners. The latest additionto Kirby’s extensive line of Pet CareSolutions is a must-have for any dog orcat owner. The Brush Roll, whichconveniently fits Kirby’s G3 throughSentria Model vacuums, provides userswith a clean and hair-free carpet.

The Brush Roll for Pet Owners maintains thesturdiness and reliability of Kirby’s original BrushRoll while offering a unique new tuft pattern,leading to 55 percent less hair entanglement thanKirby’s original Brush Roll. The body of theBrush Roll for Pet Owners is made of only hardwoods such as maple and beech, giving it increaseddurability, while its anti-microbial bristles effec-tively resist growth of mold and bacteria.

Bruce Ziegler, general manager at the KirbyCompany, commented, “The time is r ight tointroduce a product of this type into the industry.Customers will have the same durability andreliability they have come to expect from theirKirby vacuum, and by adding the new Brush Roll for Pet Owners they canvacuum pet hair with significantly less entanglement and hassle.”

Many vacuum shops and distributors seem to agree. Kirby did its home-work, finding that 63 percent of households, or 69 million people, in theUnited States own a cat or dog. Most, if not all, of these pets shed, and theaverage vacuum cleaner is not equipped to properly take care of the pet hair.Kirby’s vacuums, with the assistance of this new brush roll, not only suckup pet hair, but do so with less entanglement. The Brush Roll for PetOwners inserts easily into the vacuum’s intake, allowing users to effortlesslyremove all pet hair from their carpet.

The Brush Roll for Pet Owners is a welcome addition to the Kirby PetCare Solutions product line. Kirby already offers its valued customers anextensive line of pet care products ranging from Pet Stain & Odor CarpetCleaner, Carpet Shampoo for Pet Owners, Kirby Guard Carpet and Uphol-stery Cleaner, and Odor Clear, and now offers the ability to swiftly removepet hair.

For more information on the Brush Roll for Pet Owners and other KirbyHome Care Products, call 1-800-437-7170 or visit www.kirby.com.

Headquartered in Cleveland, OH, Kirby remains an industry leader inhome cleaning products. Established in 1914, innovation and technicalexpertise has been the hallmark of this proud American Company. KirbyHome Care Products are sold through independent dealers worldwide andenjoyed by consumers across the globe. By constantly monitoring emergingtechnologies and consumer trends, Kirby continues to develop unsurpassedquality and reliable home care products.

“This is an amazing honor to receivefrom the Vacuum Dealers TradeAssociation. All the staff at VSI andI are so proud to display the plaquein our entry so everyone that entersour business will see our history-making award. Thank you toeveryone who nominated me and toVDTA.”

-- Diana Richards Vacuum Systems International

Page 12: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 19Floor Care Professional

Sneak peek at new productstantalize dealers at VDTA

“The Suck-Cess event? Bill did anexcellent job as MC. Alex wasincredible. Chuck was exciting andexuberant and Sandy’s part wasjust magical!” -- Claude Whitacre The Sweeper Store

Miele kicked off an excitingVDTA Convention with adealer appreciation event at theBrooklyn Bridge in Las Vegas,NV. The event was a sizzlingstart to the show where Mielegave floor care professionals asneak peak at their long-awaited new S7 series uprights.The stylish new uprights wereencased in glass pillars thatshowed off S7’s innovativefeatures and hot new colors.Although the booth buzzedwith questions andinterest…dealers and consum-

ers alike will just have to wait until later this year to get more than a passingglance at these exciting new products.

An annual event for Miele at the VDTA is their popular “Cash Back”promotion -- now in its third year. Dealers pre-ordered their vacuum cleaners-- right at the show -- and received a check in hand! Viva Las Vegas!

Miele dealers also received a terrific selling tool as Miele announced thattwo of their vacuums were recently awarded a Consumers Digest Best Buy.The S5 Callisto and S 163 Universal Upright were recognized by ConsumersDigest for their superior filtration, power control features and ease of use.Consumers Digest defines a Best Buy as a product that offers outstandingvalue for its price and that merits special attention from consumers. It isawarded to nationally available products that Consumers Digest considers tohave a great value in the marketplace. Miele has acquired the rights to use theBest Buy logo so authorized dealers should ask their territory managers forPOS and web tools that they can put to use immediately!

“We are thrilled to have not one, but two vacuum cleaner products in theBest Buy family,” stated Paul McCormack, senior marketing manger forMiele, Inc. “We’ve always felt that our high standards of quality, perfor-mance and filtration added up to a great value. Now there’s absolutely nodoubt.

For more information about Miele vacuum cleaners or appliances, call1-800-843-7231 or visit www.miele.com.

Page 13: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200820 Floor Care Professional

Members learn how to save onshipping at VDTA/SDTA Show

The VDTA/SDTA Show is always anexcellent opportunity for Siriani & Associatesto say ‘Hi’ to old friends and introduce VDTA/SDTA members to the Freight Savings Plan.Many companies offer show specials but whatSir iani & Associates offers is year-roundspecial savings. And the only prerequisite isVDTA/SDTA membership.

As a VDTA/SDTA member, you can get up to 24 percent savings on smallpackage shipments and up to 62 percent on less-than-truckload shipments.Enrollment is free, there are no commitments and the freight program can saveyou hundreds of dollars a year. In 2005/2006 the average VDTA/SDTA memberwho participated in the program saved over $400!

The show provides the ideal opportunity for Siriani & Associates to meet thepeople who matter -- you! You are always putting your customers first. Theylike to put you first. If you would like a comparison quote, need help with anunusual shipment or want Siriani & Associates to audit an invoice, they areready to help. And their services are free if you’re a VDTA/SDTA member.

If you’d like to discover how to save money when shipping inbound, out-bound or third party, call Siriani & Associates at 1-800-554-0005, or [email protected].

They said, “We can’t wait for the show next year so we can tell more mem-bers how to save money shipping with the VDTA/SDTA Freight SavingsPlan!”

Green products (that work)really sell!

Independent vacuum retailers are proving that green, naturalcleaning products such as Fresh Wave Natural Odor Neutral-izing products are extremely popular with consumers, and

very profitable. Indoor air quality is a very populartopic with consumers today. Cleaning products thattruly work AND are green are proving to be retailhome runs. Fresh Wave products are the top sellinggeneral merchandise product at Erv’s Vac Shop inGoshen, IN.

Chris Black, from Erv’s, boasted, “Our customersare very interested in green products, but only if theywork. Fresh Wave products are green, and our

customers get hooked because nothing works better.That brings our customers back to Erv’s more often, and word of mouthreferrals steadily brings in new customers.”

OMI Industries just exhibited their Fresh Wave brand for the third consecu-tive year at the VDTA/SDTA Show. OMI President Phil Coffey, noted thatindependent vacuum retailers are proving to be the most successful retailchannel for Fresh Wave products. Fresh Wave offered a special $329 “VacuumDealer Starter Set” that provides a broad assortment of Fresh Wave productsand an attractive display. You can get more information at 1-800-662-6367, ore-mail [email protected]. Mention you are a VDTA/SDTA member andyou will get free shipping on your first order, or next re-order for existingcustomers. (Valid through April 30).

“I was proud to be a part of theAwards Ceremony and CocktailReception. The seminars were easilyaccessible and so informative, asalways. I was once again amazed athow freely other dealers offered salestips, demo ideas and information insuch a professional manner. Ahighlight of the trip happened at theairport on my way home. I ran into acustomer who had won a free vacuumfrom me years ago. Las Vegas, for me,was Fantabulous!” -- Linden Massey Sweeper Shop

Page 14: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008

“If you want to see the Law ofGravity work, you go to the top of abuilding and drop something. If youwant to see the Law of Reciprocitywork, you go the the VDTA Show inVegas. There is not another group ofindividuals more supportive and moremotivating than the owners of retailvacuum stores around our country.These people will share all theirsecrets with their ‘competition.’ Andthey understand one thing -- the Lawof Reciprocity. It is also known as theGolden Rule. Mary Kay Ashley ranall her business practices by theGolden Rule and grew a small ideainto a multi-billion dollar cosmeticscorporation. Vacuum retailers as agroup are going to do the same thingif they continue to treat each other theway they did at the show in Vegas.The Law of Reciprocity is in fact alaw, just like any other law ofPhysics. Try it yourself -- walk up toa door and hold it open for astranger. That stranger will walk upto the next door and hold it open foryou. We are created to give back tosomeone who has freely givensomething to us. The Law ofReciprocity will not fail you.” -- Leslie Reichert

The Back Door

The Dyson Stowaway™ VacuumDesigned for independents

Say the word “Dyson”to most people andthey’ll say one thing:Invention. It’s theengineering successthat’s become synony-mous with new ideas anddoing things differently.That’s because of oneman -- inventor andfounder, James Dyson.He started developinghis own vacuum cleanerback in 1979 aftergetting frustrated withso-called top-of-the-range models always losing suction. Five years and thousands of prototypeslater he had it -- the first vacuum with constant suction. Dyson launched in theU.S. in 2002. Within just 18 months, it was a leader in the market.

Dyson’s latest machine, DC23, was revealed at the recent VDTA TradeShow in Las Vegas. The newest canister has Dyson’s most advanced technol-ogy, Level 3 Root Cyclone™ to capture even more microscopic dust -- assmall as 0.5 microns. In case you’re wondering, that’s small -- you could fit200 particles that size just on this period. And like all Dyson vacuums itdoesn’t lose suction as proven by the internationally recognized IEC 60312 CL2.9 test standard.

Better still, it’s exclusive to independents.“Independents play an incredibly valuable role for us,” explained Dyson’s

U.S. President Gordon Thom. “Choosing a vacuum cleaner can be confusing --there are lots of models to choose from and loads of marketing noise. Indepen-dents know how to cut through that and tell people how Dyson really isdifferent.”

As part of the Dyson Stowaway range, DC23 is engineered to avoid theclutter you get with conventional machines. The wand and hose compress andwrap around the machine, making it easy to store.

And it’s powerful. The motorized brush bar spins 90 times a second toremove even ground-in dirt and pet hair from carpets. Two cleaning heads arealso included -- one with soft bristles for cleaning hard floors and another, theContact head, that’s engineered to maintain optimum floor contact for betterpick-up.

DC23 is easy to use as well. “Dyson engineers spend a lot of time studyinghow people use their vacuums,” said Gordon. “Their insights feed right backinto the development process -- it makes for a far better end result.” One reallyclever feature is how the machine is shaped to sit on stairs as you clean them.No more precarious balancing acts. Likewise, the motorized brush bar isoperated by a simple-to-use foot pedal. And it’s also hygienic to empty -- justpress the button.

Last but not least, the air it releases has 150 times less bacteria and moldthan the air you breathe. There’s even a lifetime HEPA filter for allergysufferers.

DC23 is backed up by Dyson’s five-year parts and labor guarantee and shipsMay 2008. For more information, contact Kyle Lukiewski, Dyson independentaccount manager, at 1-312-846-7712.

21Floor Care Professional

Page 15: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200822 Floor Care Professional

Vacuum & sewing retailersembrace technology at the2008 VDTA/SDTA Show

One fact that was abundantlyclear during this year’s WinterVDTA/SDTA Show is thatvacuum and sewing retailers are,more than ever, seeing the valuetechnology brings to their bottom line.

Over the span of two years, the Tri-Tech Development staff has beenworking to add new functionality that will further allow retailers to streamlineprocesses in order to trim expenses, add-on sales reminders to increase revenuepotential and more payment method options for turning sales into cash quicker.

As further proof of the acceptance of technology, retailers were filling theseminars that involved the utilization oftechnology and the Internet. Thesesessions included why retailers need a Webpresence, how to use the Internet tosimplify ordering procedures and ways tosimplify credit checking.

This year’s Tri-Tech booth was consis-tently busy with people looking to learnhow to implement technology usage toincrease profit margins. In addition tolearning more about the AIMsi version 8.0and Active-e solutions, many had theopportunity to discover more about JohnGray and his BackOffice OutsourcingProgram and Consultative Services.

Besides having current AIMsi users stop by, there were also a record numberof people inquiring about the AIMsi business solutions for the first time.Comments shared included, “This is the single most important business deci-sion I’ve made in the last five years.” (Referring to the purchase of AIMsi’sbusiness solution.)

Tri-Technical would like to thank everyone who attended theTechnology=Profits seminar as well as those who stopped by their booth. Theylook forward to continuing to partner with retailers as well as provide thisindustry with the business tools needed to make everyone successful!

“It was great to meet our reps and itwas fun seeing all the new productsavailable today.” -- Victoria White All About Vacuums

First Horizon MerchantServices/NOVA recaps Vegas

First Horizon Merchant Services/NOVA was glad to have had the opportu-nity to exhibit at the VDTA/SDTA Show as a member benefit provider formerchant processing. This was their third consecutive year in attendance.

Kimberly Layton of First Horizon Merchant Services said, “We had lots ofbooth traffic. Thank you to all who visited and brought their month-endmerchant statements. We will be sure to get back in touch with each of you.”

First Horizon’s relationship with the VDTA/SDTA is a win-win situation forall involved from a pricing, product and point of sale solutions standpoint.

Layton added, “Thank you to all that helped to make 2008 a successfulshow. We look forward to working the the members this year.”

Page 16: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008

23Floor Care Professional

Fred’s Fine Cleaning Center debuts businessopportunities at VDTA/SDTA 2008

Fred’s Fine Cleaning Center was happy todebut its business opportunity to vacuumdealers at the VDTA\SDTA Trade Show &Convention.

Fred Maunu of Fred’s Fine Cleaning Centershared, “Choosing to launch the Fred’s FineCleaning Center kiosk at the 2008VDTA\SDTA Show was really an easy decisionto make. With the trend going toward dispos-able vacuums sold by big box stores, evolvingin business is a must. I have been able to buildmy retail business by refusing to play the price

game (cheapest product available) and have stuck to selling theBEST products that I can offer. This philosophy doesn’t work withall consumers, but it works great with the ones I want as mycustomers. Fred’s Fine Cleaning Products are designed for consum-ers who want the best products even if that means paying a little more. Thishas allowed Fred’s Home & Gifts to build both a reputation and clientele thatadvertising cannot buy!”

Originally Fred thought he would open a chain of stores with awardwinning branding and service using Fred’s Fine Cleaning Products as thecornerstone for this equation. The Fred’s Fine Cleaning Products were beingordered by his customers nationwide and store operations were consuming allof his time. That’s when he realized that one store was all he could properlyhandle.

“I was receiving requests from customers to open stores in various cities,”said Fred. “This was because they really wanted to be able to convenientlypick up Fred’s Fine Cleaning Products. Then I had the idea to put together aself contained kiosk filled with Fred’s Fine Cleaning Products. These are thebest cleaning products out there and have a proven track record of buildingbusiness and loyal, happy customers. Now it is as simple setting up a Fred’sFine Cleaning Center in existing stores! With great products, great marginsand customers who return with their friends and family to buy products on amonthly basis. This is truly a win-win deal, and with over $200 of profit persquare foot of floor space and it only requires 2’ X 5' of floor space.”

The response at the show from vacuum dealers looking to add on to theirexisting business was phenomenal. Fred noted that what was more surprisingwas the interest and support of other exhibitors who really wanted to help byoffering advice and leads.

“I would definitely like to thank all of the attendees who stopped by tofind out firsthand what Fred’s Fine Cleaning Center had to offer and I wouldalso like to thank all the other exhibitors who offered their support andinterest in seeing us do well. We are all in business together and workingtogether instead of against each other is the only way to find success andprosper,” said Fred.

For the dealers who were not able to attend the show, Fred would like toextend their show special. Simply contact National Sales Director ErikNilsson at 1-503-746-5499 and mention this article!

Fred added, “Remember to focus on service and the best products you canoffer and set yourself apart from the big box stores. This is what I havefound to be key in my retail store.”

Erik Nilsson, Fred’s Fine CleaningNational Sales Director

Page 17: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200824 Floor Care Professional

“This was my first time attendingand I enjoyed seeing friends from the50th anniversary of Lindsay Mfg.(especially the Lindsay family and theVDTA family). I was also introducedto new products which complementthe central vacuum systems.” -- Kevin Au

Inter-Island Solar Supply

ESSCO shares highlightsof 2008 VDTA Show

“The theme of the 2008 VDTA Show appeared to be new lines and newproducts,” said Terry Finger, marketing manager at ESSCO. “It was exciting tosee the increased focus by many manufacturers on the independent vacuumdealer channel. Most booths had new items available to dealers and also newbrands that had not been marketed in this channel before. It was a very dy-namic show from a new product standpoint and dealers were very positiveabout the additional opportunities being afforded to them. We had more newproducts in our booth this year than any other year I can remember.”

Highlights from the ESSCO booth 2008 included:The Cirrus line of premium vacuum cleaners has been updated for 2008.

The good, better, best mix of top quality residential units will all havequickdraw style on-board tools with a ratchet wand. The on-board attachmentswill be horsehair as well. New point of purchase cubes and banners are nowavailable to complement the Cirrus line.

Dealers were very interested in the Germ Guardian brand of products. Thecompany offers a wide variety of products focused on clean air and healthyliving. Germ Guardian utilizes UV-C ultraviolet light and Nanosilver technolo-gies to clean and sanitize for a healthier home.

The product that generated the most buzz at the 2008 VDTA Show was thenew Perfect canister. The Perfect canister is a premium PowerTeam thatclosely resembles beloved canisters from 20 years ago. The unit is packedtightly in a full color handsome box with a clamshell style Styrofoam insert.The motor is newly designed by Ametek and pulls 125 inches of waterlift atthe hose end. All the attachments are top quality, including a horsehair floorbrush and an air driven upholstery tool.

“We sold more of these units at the VDTA Show this year than any othervacuum cleaner since the Sharp 12TWT4 which showed up #1 in ConsumerReports. Other units from Perfect that dealers enjoyed in the booth included aline of commercial metal uprights, HEPA filtration backpacks, central vacuumattachment kit and a commercial canister.”

Another hot product at the show was the RL-T1 SteamBoy from ReliableCorporation. The SteamBoy is an economical steam broom that uses steam anda cloth bonnet to clean hard surfaces. A carpet glider allows the SteamBoy tobe used on carpets and rugs. The feature that most impressed dealers was theprice and profit potential. Reliable also showed two canister steamers.

Koblenz added exciting new colors targeted to women to their affordable allpurpose wet/dry vacuums. Point of purchase materials and special introductoryoffers are available by calling ESSCO or logging into their Web site.

Panasonic is adding new models to their line almost on a monthly basis. The2008 Platinum line has many innovative new models including model P-MCUL975. The Aeroblast cyclonic bagless upright is a revolutionary vacuumcleaner. The Powerblast feature cleans the HEPA filter every time you turn onthe vacuum by reversing the airflow. The unit also features a redesignedQuickdraw 2 accessory package . The tools attach directly to the telescopingextension wand. The EZ bare floor switch allows users to switch the brushrollon and off for different surfaces at their fingertips. The dust cup is treated tobe anti-static for additional cleanliness.

“Our Web site continues to be a large draw at the show as well,” said Finger.“We now have over 3,500 schematics on our Web site. Our dealers are able tolook at a full schematic at their fingertips for almost any vacuum cleaner. Oursite is easy to use and we have now added features that make the site eveneasier to navigate. The Web site is open to all vacuum dealers by calling1-800-321-2664.

Page 18: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 25Floor Care Professional

Star shares refreshing surpriseswith convention attendees!

This year’s 2008 VDTA Trade Show had some refreshing surprises for allthose who visited Star Equipment & Supplies booth. Each dealer was cheerfullygreeted by knowledgeable staff members, who were more than happy to showthem around and tell them about Star’s product lines. Customers came in waves,especially after a popular seminar let out. Food was even provided at the end ofa busy day of visiting the booths. The big hit with dealers this year was theraffle for a chance to win a Sony Playstation 3 (which included Spiderman 3 onBlue-ray disc). Congratulations to Keith Petersen of The Eardly T. PetersenCompany and Mike Shores of Mike’s Vacuum Express, the lucky winners.

The talk of the show was focused on the Perfect PowerTeam CanisterVacuum. This machine created quite a buzz, and Star’s booth filled up quicklywith dealers wanting to see the vacuum of the year. The eyes of old Lux dealerswere filled with tears of joy over the sight of an old friend! The vacuum has a21st Century Ametek Advantek Powered Motor, which is more powerful andoffers 125 inches of water lift. Going beyond the traditional paper bag units ofyester year, Perfect has added a Certified HEPA media filter bag which offers afeature that goes beyond green. Perfect Products has developed a vacuum that isjust as its name states….Perfect.

Meanwhile, Bill Gelchion of Emer USA was busy in Star’s booth withdealers and the new Hercules Upright Vacuum. This unit offers a 180° swivelhead which will maneuver smoothly around everything in your home. The newlook and design of Hercules Upright Vacuum caught the eye and interest ofmany dealers at the show. As an added treat, Bill unveiled the prototype forEmer steam/vacuum canister, the Allegro, a true steam cleaner with vacuumcapabilities. Big in Europe and soon to be introduced into the U.S. market, thedealers were flocking to the back of the booth just to get a glance at this one-of-a-kind unit. Be sure to check out all of Emer’s products that are availablethrough Star and the exclusive offers in the upcoming Star flyer and mailers.

Continuing down the aisle, dealers were treated to a complimentary shoeshine from Graham Van Zant of Leather Mate West and Bill Dedich of VacuumExpress. A product newly introduced to Star and into the vacuum industry,Leather Mate is a great add-on sale for dealers looking to boost those impulsebuys. Made for all smooth leather, Leather Mate will amazingly restore thecolor and finish to leather surfaces you would think impossible to restore.

The best dressed in the convention center must go to….Jean Beaulac ofZelmer. To show an outstanding product, you HAVE to dress the part, right?!What a great line of canister vacuums Star is bringing into the industry! Manyheads spun, when they demonstrated the Zelmer Vacuum and the outstandingfeatures they offer. With protected territories going fast, be sure to contact yourStar sales rep and place your order today!

Another product of interest was the Bona Kemi product line. Star is lookingforward to a great year of supplying dealers with yet another added sale item bytargeting those without carpet. In business for 90+ years, Bona Kemi hascatapulted itself to the top of many hardwood and hard surface flooring manu-factures as the best product available for cleaning, maintaining, and restoringcustomers hardwood and hard surface flooring. To drive sales even further Bonaintroduced the new hardwood floor mop. Modeled after the Swifter stylegravity fed mops, Bona brings together the convenience of a compact mop unit,with the quality of the Bona hardwood and hard surface cleaners and washablemicro fiber pads, all in one box. Now you can join those who have discovered anew way to clean wood and tile flooring…..the right way.

Star Equipment & Supplies would like to thank those who attended and thosewho visited their booth, and they wish you all a prosperous year!

“It is great to see those who realizethat they have to be involved withVDTA to protect their income. Ipersonally continue to teach theCertification Program every yearbecause I always learn somethingnew from others that helps me withmy business.” -- Vincent Ciernick

A1 Central Vacuum Inc.

Page 19: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 200826 Floor Care Professional

Tacony WOWS dealers with newproducts -- & some extra fun!

One of the cardinal rules ofbowling is that “it’s all in theapproach.” Tacony Corporationtook this rule to heart, ap-proaching VDTA/SDTA 2008with focus, ingenuity, and fun-- plus a little bowling!Representatives from severalsewing and vacuum divisionsof Tacony went to Las Vegas toshare their new products andprograms for this spring.

“VDTA/SDTA 2008 provedto be yet another great oppor-tunity to meet and talk withmany quality customers and venders,” said Steve Jeffery,Senior Vice President of Tacony Sewing Divisions. “AtTacony Corporation our main focus is the independentretailer and we are completely committed to do whatever wecan to make our customers more profitable and successful.”

Vacuum dealers experienced a breath of fresh air with theRiccar FreshBreeze and Simplicity Healthy Home airpurifiers, and sewing machine dealers were amazed by thevast offerings in the new “Mega Bundle,” “Sewlebrity” and“Greatest Hits” embroidery design bundles from AmazingDesigns.

Baby Lock and Designer’s Gallery introduced the veryfirst co-branded product from Tacony Corporation --Sew@Home online classes. This innovative program offersclasses about machines and software that consumers canattend from the comfort of their own home. Classes are soldonly at Baby Lock retailer loca-tions.

Dealers who placed an orderwith any Tacony division alsoreceived a special treat -- they wereeligible for the fun “Strike It Rich”game, in which participants bowledthree frames on the new NintendoWii for a chance to win greatprizes. Dealers were “bowled over”by this fun activity and were linedup down the aisle waiting toparticipate!

Tacony Corporation’s sevenbooths received hundreds ofvisitors over the course of thethree-day event and everyone wasin great spirits. With such a greatturnout and successful sales, 2008is sure to be a “knockout” year forTacony.

“The VDTA Convention was awonderful experience for us.Everyone was upbeat and excitedto share ideas they’ve used in theirown stores. It’s always a thrill tospeak to a crowd of gung-horetailers who are ready to dowhatever it takes to grow theirbusinesses.” -- Rich Kizer & Georganne Bender KIZER & BENDER SPEAKING!

Page 20: Gung-ho retailers - VDTA SDTA · 8 Floor Care Professional April 2008 Gung-ho retailers “hungry” for informa-tion are the diamonds of our industry -- the movers and shakers that

April 2008 27Floor Care Professional

What’s with all the Simplicity & RiccarBelt Buckles at the VDTA Show?

A fantastic Riccar dealer, Bill Dedich of Vacuum Express created the “Belt Buckle Blitz”to quickly get vacuums into his customers’ hands. Bill noticed if he asked people to try out avacuum, many said “no thanks.”

But if instead of asking his customers if they wanted to test drive the vacuum, he justquickly turns the vacuum around moving the handle out of his hand toward his customer’sbelt buckle, instincts take over and his customers grab the handle of the vacuum. Before theyeven know what happened, Bill’s customers are happily trying the vacuum and Bill’s that much closer to making a sale.

According to Bill, when someone comes into the store wanting to buy a vacuum, you can usually just talk them intotest driving a vacuum. But for people who are stopping by to drop off a repair or to buy bags, who have their defensesup against buying a new vacuum, the Belt Buckle Blitz works like a charm.

And don’t worry if they don’t buy today; by actually getting the vacuum into your customer’s hands, you’ve at leastplanted the seed. You’ll be surprised how many people come back and say, “I tried a vacuum here awhile ago.” It’s manymore than the people who come back in saying, “You told me about a vacuum here awhile ago.” While actually gettingthe vacuum into your customer’s hands takes a little more work, it makes a much more memorable impression on yourcustomers.

Plus, stores that don’t have the luxury of having multiple salespeople to handle a busy sales floor can really benefitfrom the Belt Buckle Blitz. Once you have a vacuum in your customer’s hands, she has something to do. So if you needto step away for a moment to help another customer, you can do so knowing that your current customer is not onlyoccupied but has the opportunity to be selling herself on the vacuum while you’re away.

Bill’s so convinced that putting vacuums into his customers’ hands sells vacuums for him, that he has a stated goal ofgetting a vacuum into the hands of anyone who walks in the door within 30 seconds of them entering the store.

“To help remind our dealers to give Bill’s idea a try, we created Simplicity and Riccar belt buckles,” said John Kaido,Tacony Corporation’s Senior Vice President. “And as a little extra bonus, we handed out casino chips to some luckydealers who we ‘caught’ wearing them out at the show.”