HIGH POINT — The International Home Furnishings Representatives Assn. is making moves to educate its members about sales representatives’ role and opportunity in First Tuesday, as well as playing a more active part in the effort to adapt to the ongoing pandemic’s challenges to how retailers and vendors do business.
On Jan. 29, IHFRA presented a First Tuesday webinar where panelists fielded questions addressing how sales reps can use the event to their and their accounts’ benefit, as well as addressing those reps’ concerns.
Moderated by Ray Allegrezza, IHFRA executive director, and Steven Allegrezza, managing director, the webinar panel featured High Point Market Authority CEO Tom Conley, Kevin Castellani and Ed Myers, representing First Tuesday exhibitors Manwah USA and Jackson Furniture/Catnapper, respectively.
“The reps need to be involved, supportive and advocates to make First Tuesday as successful as it can be” for all parties, said Ray Allegrezza after the webinar.
In addition, IHFRA has joined the First Tuesday Committee, represented by Steven Allegrezza, in order to stay abreast of and have input on event-related decisions and processes.
First Tuesday Committee Chair Kevin Castellani welcomed IHFRA’s participation on the board.
“The involvement and commitment of the furniture reps are critical to the success of any meetings between buyers and furniture suppliers, and we look forward in seeing that the reps play a major role in bringing buyers to the First Tuesday events,” Castellani said. “We believe they will reap the benefits of exposing buyers to showrooms full of new products showcased in a safe environment.”
Clearing the air
As First Tuesday developed, Ray Allegrezza found that sales reps were uncertain about how they fit into the event, as well as concerns such as how they’re regarded if they aren’t personally in attendance.
“In talking with reps about First Tuesday, I heard a lot of confusion,” he said. “We realized the best way we can serve our members is to do what we began last year, keep pumping information to them about things that impact their job.”
With close to 130 exhibitors at February’s edition of First Tuesday, companies could take different approaches to rep participation, but for their part, Manwah and Jackson/Catnapper will give credit to reps for business their accounts do at the event. Both companies have achieved buy-in on the part of their reps to promote the event and get customers lined up for appointments, even if the reps can’t be there in person.
John F. Pinion IV, a manufacturer representative for Winners Only Furniture, is president of IHFRA’s executive committee. Overall, he sees First Tuesday as a potential benefit for sales reps, as “it is another solution for selling in a COVID-19 world.”
“Many dealers prefer smaller gatherings to see product in person,” Pinion said. “First Tuesday provides that opportunity. IHFRA applauds the solution mindset of the First Tuesday organizers.”
Pinion added that First Tuesday “fits perfectly” into the home furnishings sales representative’s role, whether or not they are at the event in person.
“Representative attendance is not essential in every scenario,” he said. “Most companies are limiting number of representatives in the showroom as a COVID-19 safety precaution to make dealers feel at ease. However, representatives play an integral role in creating word of mouth and securing appointments for First Tuesday.”
More importantly, he said, representatives are responsible for the follow-up to get the business from the First Tuesday visit by the dealer.
“Management and key representatives (attending First Tuesday) and representatives working in the field creates a powerful one-two punch in the selling and marketing effort,” Pinion said.
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February 05, 2021 at 07:03PM
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IHFRA steps up with First Tuesday - Furniture Today
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