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Brad Fitterer
Shop Talk
Home Furnishings Association
Fitterers Furniture named Seattle area’s best small biz

When HFA member Brad Fitterer learned his family store, Fitterers Furniture in Ellensburg, Wash., would be honored by Seattle Business Magazine at the publication’s annual awards ceremony recently, he figured he would pick up a plaque—maybe a pat on the back—and head home. So when magazine officials named Fitterers the best small business in Seattle for 2016, Fitterer was stunned. “Beyond stunned, actually,” Fitterer said. “There were so many good, solid businesses we were competing against. “To come away with the gold medal was really quite an honor.” Judges examined more dozens of small businesses in the Seattle area based

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Steve Kidder
HFA Influencers
Robert Bell
Fast and furious – HFA Member Profile: Steve Kidder

Steve Kidder is always on the move and has no intention of slowing down It is snowing in Vermont and Steve Kidder is sitting in his office, which looks a lot like a Ford F150 pickup truck, ready to start his day. It’s barely 9 a.m. and already Kidder has had two meetings over the phone. Sitting behind a wheel and not a mahogany desk makes life a lot easier when your four stores are constantly vying for your attention. The truck is parked, but Kidder is talking 55 mph. “I’ve got another call I have to make this morning

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Business people with their hands up with joy
News
Gerry Morris
Good sales meetings come in many forms

But the end result should be the same—increased profits! Editor’s Note: This is the last of a three-part series of effective sales meetings. Sales meetings come in many forms and serve many purposes. In the last of my three-part series on effective sales meetings, let’s review some common types of meetings and how to make each more productive. Product-knowledge meetings are the most common and for some stores, the only meetings they conduct. While product knowledge is fundamental and foundational, these meetings can sometimes be—what’s the polite way to put this?—boring, and are often characterized by glazed-over eyes. Here’s how

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Decoding your targeted audience

No two customers are alike. That’s why the right message to the right customer is so important to your store’s success. The best marketing campaigns resonate emotionally with a targeted audience. When we plan events for our clients, we have to understand the mindset of the consumer who will best identify with our client’s brand so we craft a message that speaks directly to their needs. To do this, we send information about existing customers to a market analytics company called Claritas, Inc. Each client then receives a detailed account of the five demographic groups that have purchased from them

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Family Matters
News
Wayne Rivers
Four Stages to Family Business Success

Understanding where your store is on its journey can help you grow. Bobby Martin has never owned a home furnishings store, but I bet a lot of home furnishings retailers can learn from him. Martin built his first company, First Research, up to the point where he could sell it to Dun & Bradstreet for $26 million. Since then he’s been involved with five other companies as an advisor and angel investor. He’s now the chairman and co-founder of Vertical IQ, which provides sales research insight for banks. Like many of you, Martin has built businesses from the ground up

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Virginia Keyes and her daughter Lisa faced many difficult decisions after Virginia’s husband died in 2006. Closing the store, however, was never one of them.
Shop Talk
Home Furnishings Association
Like father, like daughter

After his father died, John Keyes took over Naturwood Furniture. He was 18. Lisa Keyes knows about following in a father’s shoes. The first call came in the morning. It was from Stickley. Ever since he learned the manufacturer was looking for a new store in the Sacramento area to sell its line, John Keyes made it his mission to make that store his store, Naturwood Furniture. He’d spent the past year courting the company—even buying a new suit and flying to High Point to meet with Stickley officials at market. On the morning Stickley called the store, Keyes was

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Member News

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