Dear Members:
It's turning into a very busy post-busy season here at ARA, and your volunteer leaders have been diligently working on projects designed to help you boost your business. For example, the Trade Show Committee, led by Glenn Beckworth of Plastic-Plus Awards, has challenged ARA to make the 2008 International Awards Market "Bigger, Better and Bolder," and staff at headquarters, along with the Committee, is examining every aspect of the show to make that theme come to life. Look for more information in
upcoming mailings and e-mails about the largest show in the industry; I'm really excited about the direction we are headed.
My travels recently took me to Galveston, where I attended the Texas Trophy Show. ARA had a booth there where we were able to talk about the benefits of being a member to retailers not familiar with your trade association, as well as answer questions from members. A smaller, family-oriented event, the Texas Trophy Show is a great opportunity for retailers to spend quality time with their supplier partners. I'd also like to thank ARA member Jack Ellis, of Claytex Trophies, for heading up this event
for the past 15 years. Many thanks for putting on a fine show, Jack! Past ARA President Charles Miles, of F&H Ribbon, will take on the charge for the 2008 show.
In a little over two weeks, I'll be on my way to Chicago with other ARA volunteers for our annual planning event, called the "Mega Meeting." This is when all the ARA committees gather together for brainstorming and program planning; there also is a board meeting. I encourage you to contact any of the Committee chairs if you have ideas or suggestions for ARA programs and services; here is a list of chairs, along with their contact information.
Finally, I'm really excited about the ARA Sportsmanship Award. We are promoting it on several fronts, and have prepared materials so retailers can take advantage of this unique program. The July issue of
Recognition Review had details, and more information will be coming to you in the mail and email soon. Watch for it!
"Seeking Perfection"
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ARA Canadian Educational Conference
We heard you! ARA is back in Canada! Join us November 17th at the Sheraton Four Points hotel in Toronto for the ARA Canadian Educational Conference. This unique and fun event will offer ARA members the opportunity to attend seminars on CorelDRAW, laser engraving and sand etching as well as network with their colleagues in the awards and engraving industry. For more information, click here.
ARA to contact Athletic Directors about Sportsmanship
ARA will be contacting approximately 10,000 high school Athletic Directors across the country about the ARA Sportsmanship Award, and suggesting they contact their local ARA retailer for information. Be prepared to talk to them about how you can bring the ARA Sportsmanship Award to their school! For more information about the ARA Sportsmanship Award, click here.
ARA Member "Silver Achievers"--Correction
The August issue of Recognition Review contains a list of those members who recently celebrated 25 years of membership with ARA. Unfortunately, the names associated with four of these companies were switched. Our apologies to the following companies, and our thanks for 25 years:
Cherry Creek Woodcrafters Martin Goldman
C-J's Trophies & Gifts Carol Schiessl, CRS
Freeman Products Vincent Cariello
FRS Industries Sheri Larson
Attend a Regional Education Event Near You!
The Regional Education Event at Rowmark was another big success; here are two images from the two-day session for you to enjoy; in the first one, arrivals get ready for a tour of Rowmark's facilities in Findlay, Ohio; in the second, the classroom experience involved a lot of note-taking, as experts discussed laser engraving, sublimation and CorelDRAW X3:
ARA Regional Education Events allow you to expand your skills and acquire CEU credits outside of the ARA trade show environment. These one- and two-day events are held at the facilities of hosting supplier companies. Each occasion is also a good opportunity to learn more about the hosting supplier's products and to network with your colleagues in the industry.
N & R International will host the next Regional Education Event, on August 11. It will be held at the Hilton Atlanta Northeast in Norcross, GA. Click here for program information and to register.
The following are more ARA Regional Education Events scheduled for 2007:
Plastic Dress-Up South El Monte, CA—September 7–8
Continental Trophies Dallas, TX—September 15
Digital Art Solutions Tempe, AZ—September 28
Johnson Plastics Minneapolis, MN—October 20
ARA Online Buyer's Guide -
We're Listening
You told us "I love the new ARA Online Buyer's Guide, but I'd like to have a list of suppliers and phone numbers near the phone." No problem. ARA just added a "Print Supplier Directory" feature to the ARA Online Buyer's Guide. This directory is generated directly from our database, and is always up-to-date. Print it out and keep it next to your phone!
And, here are a few reasons why the new ARA Online Buyer's Guide is better and faster than the former paper version, and why it is an extremely valuable way to search for new products, components and equipment:
* You can search for specific products using very specific criteria, making it a robust and useful tool.
* Images of the actual products are displayed in the search results, along with contact information for the supplier offering them. Tens of thousands of products are available on the new directory.
* Suppliers are uploading new products at any time, and their contact information is constantly updated. Suppliers can also quickly remove and deactivate outdated products, ensuring you are seeing only the latest and greatest offerings.
To view the Buyer's Guide, click here. Use the same login ID and password you use for the "Members Only" section of the ARA Web site. ARA encourages all members to take a look at your new ARA Online Buyer's Guide and tell us what you think!
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August 2007
ARA is now distribuing your magazine electronically
in addition to
the standard printed and mailed issue.
If you didn't get a copy via e-mail, please let us know by sending a message with your store name and address to info@ara.org.
If you're an ARA member with computer access, simply visit www.ara.org, log in to the "Members-Only" section using your member number, and select ARA Ask an Expert. Find the topic and expert you're looking for, then ask your question(s). More often than not, the ARA expert will have the solution you need.
This month,
Recognition Review
columnist Fran Carville, CRM, provides suggestions on proper telephone etiquette with customers. The information is excerpted from her August 2007 article,
Hold Please.
If you missed Fran's article, you can view it in your online version of
Recognition Review.
Telephone Etiquette Basics
We all know the basics, but maybe it is time to review and recommit to them.
1. Answer the telephone promptly. The general rule is to answer within three rings. Research has shown that consumers consider businesses who do not answer their telephones quickly to be understaffed, overwhelmed, or lacking in some way. Many consumers questioned said they would probably not call the business again if another option was available to them.
2. Answer the telephone with a smile. This theory has been around for years and many people roll their eyes at the concept, but it really does work. If you sound pleasant and happy, you will be someone that customers want to do business with.
3. Answer the telephone in a way that is comfortable to you. You never want your greeting to sound canned. Many marketing experts will tell you to include a greeting, your name, the company name, and a request to service the caller. If this works for you, that is terrific. The important thing is that your greeting sounds natural and professional. Whatever you determine your company's greeting will be, make sure that you speak clearly and separate your words. Have you ever called a business
and gotten a greeting something like this: "GoodmorningthisistheABCCompanyandmynameisJohnhowcanIhelpyou?" Say what??? It is important to speak slowly and distinctly so that your greeting doesn't become a mish mash of words.
4. Be helpful to callers, even when you don't feel like it. The best way to do this is to train everyone in your business how to be helpful, rather than passing a caller from employee to employee. Everyone should have a clear understanding that exceptional customer service extends to satisfying those people placing calls to your business. Businessman Michael Ramundo said it best, "If I pick up a ringing phone, I accept the responsibility the customer is to satisfied, no matter what the
issue."
5. Be attentive to the caller. Once you answer the telephone, the caller should have your complete attention. Actively listen and take notes when appropriate. Give them the same service and respect of the customers that visit your store.
6. Treat each caller as a valued client. You never know when the next call will be "The One" you have been waiting for. And after all, aren't we all looking to convert callers to loyal customers?
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