This is the story of my life at work. I have helped hundreds of businesses create new customers and improve their productivity. Will my ideas work for your business? It makes for a good conversation; I’d love to talk with you about it. Edmond Legum ed@hownet.com

1. E D M O N D H. L E G U M
45YEARS
IN SALES & MANAGEMENT

2. Edmond H. Legum | 45 Years in Sales & Management 2 of 15
INTRODUCTION
What works and what doesn’t in retail and B2B sales, management, hiring, training, inventory management, advertising, store design, and operations? Since 1967 I’ve done my best to answer that question.
In short, I have spent 45 years of my life working with businesses to help them increase the productivity of their five key resources: (1) people: how to transform customer service, salespeople, and managers into top producers, (2) product: how to find a competitive edge through pricing, packaging, and management of devices, accessories, and services, (3) place: how to improve what customers see and experience when they visit stores, (4) promotion: how to drive new customers for your products and service, and (5) processes: how to give your people the systems they need to get the job done. This is the story of my life at work.
I have helped hundreds of businesses create new customers and improve their productivity.
Will my ideas work for your
business? It makes for a good
conversation; I’d love to talk
with you about it.
To see where I’m coming from,
click to the next slide. D

3. Edmond H. Legum | 45 Years in Sales & Management 3 of 15
1958
I PLAY IN A STORE
Every day after school, I walk to ‘Ida’s’, my mother’s dress store.
I watch her and her French salesperson, Arlette, help customers find just the right dress with all of the right accessories.
But most of the time I play in the stockroom with the display window props and mannequins.

4. Edmond H. Legum | 45 Years in Sales & Management 4 of 15
1967I AM A CLERK
It’s the summer of love in Annapolis, Maryland.
My Uncle Elerk gives me a job in his Pawn Shop.
At the end of my first day he fires me.

5. Edmond H. Legum | 45 Years in Sales & Management 5 of 15
1970
I AM A STOCK BOY
I stock shelves at Leader Drugs.
At the same time I create hand-lettered promotional signs with American stars and stripes. The manager loves them. I cannot believe he pays me to spend all day doing this.
4th of july SALE!
33% off 3-packs
Palmolive soap

6. Edmond H. Legum | 45 Years in Sales & Management 6 of 15
1971 to 1974
I AM A DEPARTMENT MANAGER
I work for Arlan’s Department Stores. Arlan’s chain of 54 big box stores sails in and out of business back in the heady 1970s.
I am chosen to manage their
prototype Sight & Sound Center, which replaces their major appliances with TVs, audio systems and credenzas, cameras, LPs, 8-tracks, and a newcomer: cassette tapes.
I fall in love with electronics.
Packard Bell audio credenza ca 1971. I sold these at Arlan’s.

7. Edmond H. Legum | 45 Years in Sales & Management 7 of 15
1974
I AM A MANAGER TRAINEE
I walk into a Radio Shack in
Atlanta’s new Cumberland Mall and ask to speak to the manager—
The guy said, ‘You’re lookin’ at ‘em.’
I said, ‘I’m looking for a job in
Management Training.’
He said, ‘What’s your background?’
I tell him my Arlan’s story.
He says, ‘Can you start Tuesday?’
In the back of the store are 2000 parts on the walls, including: capacitors, resistors, plugs, jacks, adapters, and circuit boards. I know nothing about these things.
But in the front of the store are
audio components systems. I take the job.

8. Edmond H. Legum | 45 Years in Sales & Management 8 of 15
1974, continued
I GAIN KNOWLEDGE & SKILLS
In my second month at Radio Shack I become the number one salesman in Atlanta.
I am recruited by HiFi Corner, a high-end audio store. I leave Radio Shack and take the job. They teach me how to sell the best audio on the planet: Marantz, Sony, TEAC, Dual, and the original line of JBL audiophile speakers.
The JBL D44000 Paragon is a one-piece stereo loudspeaker. It is almost nine feet long. To build one demands over a hundred man hours of hand-finishing. With only about 1,000 units ever made, it is highly sought after. In 1974 HiFi Corner sells this extraordinary piece for $5000. Today you may find one on eBay for $19,000.

9. Edmond H. Legum | 45 Years in Sales & Management 9 of 15
1974 to 1984
I AM A STORE MANAGER
In my second month at HiFi Corner I sell the biggest system they ever sold.
Radio Shack calls. They want me back. If I return they will make me the manager of a store in Smyrna, Georgia. I accept their offer.
In my second year at this store I
increase sales by 25% and drive a P&L that yields a 15% net profit for the year. For this achievement
I earn Radio Shack’s highest award, the Leader’s Club diamond ring.

10. Edmond H. Legum | 45 Years in Sales & Management 10 of 15
1974 to 1984, continued
I AM A DISTRICT MANAGER
I run four successful Radio Shack stores. In 1976 they promote me
to District Manager of 20 stores in Baltimore.
In my second year, I surpass all of the other 255 districts in old store sales gains and become the Number 1 District Manager in the United States.

11. Edmond H. Legum | 45 Years in Sales & Management 11 of 15
1974 to 1984, continued
I AM A PRODUCT MANAGER
In 1979 Executive Management brings me to the home office in Fort Worth, Texas to become their Audio Product Manager. For the next five years I am responsible for the development, marketing, and inventory control of 457 major end-products and accessories.
My lines produce 20 percent of Radio Shack’s annual sales of $3 Billion.
This is page 16 of Radio Shack’s
1981 catalog. I’m the guy
with the mustache.

12. Edmond H. Legum | 45 Years in Sales & Management 12 of 15
1984 to 1986
I AM A VICE PRESIDENT
I return to Atlanta and enter the field of telecommunications, to become Vice President of American Phone Centers. I am responsible for all advertising, merchandising, and sales training.
I create an integrated selling strategy that blends retail marketing through our showrooms with B2B sales methodology. We become the fastest growing interconnect in America, selling 3,000 business phone systems in 18 months.

13. Edmond H. Legum | 45 Years in Sales & Management 13 of 15
1986 to TODAY
I AM A CONSULTANT
I launch my own business – The
Edmond-Howard Network – in 1986. I specialize in retail consulting, sales training, management training, and marketing support services for the telecom and consumer electronics industries.
I work extensively within the wireless industry, developing and delivering customized training and consulting programs for over 60 wireless companies including US Cellular, Bell Mobility (Canada), Rogers (Canada), AT&T, T-Mobile, Iusacell (Mexico) and Verizon Wireless.
Edmond Legum 3USA CLIENTSRETAILINDIRECTB2BNOTESAerial Communications Π Π ΠNow part of T-MobileAT&T Π Π ΠAirTouch ΠNow part of VerizonAlltel Mobile Π ΠNow part of VerizonAmeritech Π Π ΠNow part of AT&TBellSouth Mobility ΠNow part of AT&TCarolinaWest Wireless ΠCellCom ΠCellular One Π Π ΠCentury Cable ΠCeturyTel ΠNow part of VerizonCharter Communications ΠCingular Wireless Π Π ΠNow part of AT&TCommNet ΠCox Communications ΠDobson ΠEricsson ΠExpress Wireless ΠFrontier ΠFuego Wireless ΠGTE Wireless Π Π ΠNow part of VerizonGulf Coast Wireless ΠLA CellularNow part of AT&TMetroPCS Π ΠNow part of T-MobileNextel Π Π ΠNow part of SprintnTelos Π Π ΠPacific Bell Wireless Π Π ΠNow part of AT&TPrimeCo ΠNow part of AT&TSBC Wireless Π Π ΠNow part of AT&TSNET Π Π ΠNow part of AT&TSOL Communications ΠNow part of T-MobileSouthwestern Bell Π Π ΠNow part of AT&TSprint PCS Π ΠT-Mobile Π Π ΠTelecorp/Tritel/Triton Π Π ΠNow part of AT&TThumb Cellular ΠU.S. Cellular Π Π ΠUnited Wireless ΠVerizon Wireless Π ΠWestern Wireless Π Π ΠNow part of VerizonEdmond Legum 4INTERNATIONAL CLIENTSRETAILINDIRECTB2BNOTESBTC: Bahamas Telecommunications Company ΠBahamasBell Mobility Π ΠCanadaMTS Mobility Π ΠCanadaRogers Π ΠCanadaSasktel ΠCanadaTricom ΠDominican RepublicElektra ΠMexicoIusacell Π ΠMexicoNokia ΠMexico RadioShack de México ΠMexicoSK Telecom ΠSouth KoreaDIAX ΠSwitzerlandGTE Movilnet Π Π ΠVenezuelaOrganizationsI’ve been engaged by leading industry trade organizations to develop and present program tracks as well as to provide direct marketing and sales consulting services. My clients include: CES : Consumer Electronics ShowCTIA : Cellular Telecommunications and Internet AssociationNCTA : National Cable & Telecommunications AssociationPCIA : Personal Communications Industry AssociationRCA : Rural Cellular Association; now CCA (Competitive Cellular Association)

14. Edmond H. Legum | 45 Years in Sales & Management 14 of 15
1986 to TODAY, continued
I AM AN AUTHOR
People & Profits in Electronics Retailing, an in-depth guide to finding, hiring, and keeping top producers
New Profits in Wireless Retailing, the most highly respected study of how to drive sales, margins, traffic, and merchandising in the industry
Wireless Ways III, the wireless industry’s bible for growing distribution channels
The New Directions in Wireless series of training programs for
retail, indirect, and B2B sales and management
The Design of Workbooks style guide for instructional professionals E<NGIF=@KJ`eN`icjjIkX`c`e^J:FE;;@K@FE[dfe[?%C^ld@[j`^e[k_`jYffbkf_cgpfl[i`mpflijXcj#dXi^`ej#kiX]]`Z#Xe[diZ_Xe[`j`e^%Ç[C^ld[C^ldbefnjn`icjjikX`c`e^Ykkik_XeXepfe@Ëmje%ÇA`d:Xk_ZXik#Xlk_fif]IcXk`fej_`gJcc`e^ WIRELESS WAYS III Edmond H. Legum hownet Edmond H. Legum50 ways to grow your business with channel analyses for Retail, Indirect, and B2B distribution third editionWIRELESS IIIWIRELESS WAYS III ireless Ways is the kind of book you need to have a highlighter in hand when you read it, because you’re going to want to come back and find ideas again and again. If readers can’t find dozens of things to put to work tomorrow making them more money then they’re not trying. tom brooksherFirst publisher of Wireless Weekpraise for legum’s New Profits in Wireless RetailingEd Legum knows wireless retailing better than anyone I’ve seen. I recommend it heartily. jim cathcartAuthor of Relationship SellingLegum’s book is a must read. To put it another way: If you don’t read it and your competitors do you are toast! andrew m. seyboldabout the author Ed Legum is the founder and president of The Edmond-Howard Network. Since 1991, Legum has worked extensively within the wireless industry, developing and delivering customized training and consulting programs for over 50 wireless companies, including Verizon Wireless, Alltel, U.S. Cellular, Bell Mobility, T-Mobile and Cingular Wireless. ¶ Legum is also the author of New Profits in Wireless Retailing and the New Directions in Wireless series of training programs that include Retail Sales, Retail Sales Management, Indirect Channel Management, and B2B Sales Management. The Edmond-Howard Networkwww.hownet.comW /''%[%c^ld[7_fnek%Zfd 8 0 0 . 3 3 5 . 3 4 8 6Selling Wireless Data SolutionsThe Wireless Experience1Exploring the Wireless Data EnvironmentSelling Wireless Data SolutionsThe Wireless Experience2Discovering Wireless Data Needs in the Enterprise Selling Wireless Data SolutionsThe Wireless Experience3Pursuing Wireless DataReturn on InvestmentSelling Wireless Data SolutionsThe Wireless Experience4Handling Wireless Data Objections ClosingSelling Wireless Data SolutionsThe Wireless Experience5Managing Wireless Data Sales Activity

15. Edmond H. Legum | 45 Years in Sales Management 15 of 15
I AM EASY TO FIND
ed@hownet.com
770-715-3337 cell
www.linkedin.com/in/edlegum/