Product Description
by Rick Segel (Author)
Why does a retailer opt for one vendor over another? It's not about cost cutting. Generally, it comes down to the "R" word: relationships. The better your relationship with a retailer, the more likely she is to give you her business. In this deeply informative book, retail expert Rick Segel offers a wealth of ideas, tactics, and concepts you can use to become a valued "must-have" resource to your retail customers. You'll learn how to: - Educate your retailers while positioning yourself as an expert in your industry - Create retailer friendly, store-focused co-op advertising - Work with your customers to hold promotions that pay - Help your retailers create and maintain a web presence - Use tradeshows as powerful relationship-building events "Rick nailed it! His book is right on the mark. I have been selling to retailers for 30 years; I just wish I would have had this book when I first got started."- Steve Lang, Chairman of the Board, Mon Cheri Bridals "Just when I thought I knew everything about servicing my retailers, Rick comes out with this book that makes me rethink everything I am doing. Thanks, Rick!" - Sal Macaluso, CEO, EFashion Central
Author Biography
Rick Segel, CSP, a seasoned retailer of 25 years, owned one of New England's most successful independent women's specialty stores. He is the marketing expert for Staples.com, a contributing writer for numerous national publications, and a founding member of the Retail Advisory Council for Johnson &Wales University. Rick is the author and developer of the Retail Store Assessment Survey for Microsoft(R)- an online assessment application designed for small- to medium-sized retailers. He also created The Retailer's Advantage, a membership website devoted to helping independent retailers improve their businesses. He has authored nine books, two training videos and a six-hour audio program. The Retail Business Kit for Dummies, published by Wiley, Inc., was rated the #1 Book on Retailing in 2002.
