Upholstery and Trim 50th Anniversary Luncheon Presentation

Tools,
Technologies and
Techniques to
Help Upholstery
and Trim
Distributors and
Their Customers
Compete and Win
in a Consolidating
Market
© Summit eMarketing Sherpas 2014

Today’s presentation will be available on
Slideshare within 48 hours
Business Card with Email Address

Who is Frank Terlep
30 Years of Software, Sales and Marketing Experience…
• 1984: Raised 100K and launched first company and developed first software platform
1990’s
2001 2009

Topics
The Market We Work In
and Compete in Today 1
2 Strategy is JOB #1
The Web, Social and Mobile
World We Live and Work In 3

Topics
4 Today’s Consumer
New Sales, Marketing and
Customer Service Processes 5
5 Digital Sales, Marketing and
Customer Service Tools EVERY U&T
Distributor and Shop MUST Consider 6

7
8
Topics
3 Action Items for U&T
Distributors
3 Action Items for U&T
Distributor Customers

Present Day Situation: U&T Industry
• There are about 46,900 upholsterers
in America – 36 percent of which are
self-employed.
• Of these upholsterers, five percent
work in the craft of auto trim..
• The median pay for all upholsterers is
$29,960 per year or $14.40 per hour.
• Employment in the field of
upholstery is expected to grow by
four percent from 2010 to 2020 –
which is good, but still slower than
the average for all
U.S. Bureau of Labor Statistics
2012

Present Day Situation: Distributors
• U&T Distributor customers small,
aging and unsophisticated
• U&T Distributors being “squeezed”
for price by their customers
• Most U&T Distributors DO NOT
utilize a CRM system
• Most U&T Distributors DO NOT use
technology to sell, market,
communicate, educate and retain
shop customers

Present Day Situation: Distributors
measure and report on CSI
provide value add services to their
customer base
• Many U&T Distributors are caught
in “lowest price” / “bigger discount”
sales model
• U&T Distributors and local
businesses consolidating at the
same time

The Market We Compete In Today
• Changing
• Consolidating
• Margins Shrinking
• KPI’s Increasing
• Consumer Driven
• Technology Driven
• Data Driven

People Still Prefer Small Business!

Strategy is Job #1
• S…W…O…T…
• Who is your ideal customer?
• What makes you different than your competition?
• What is your company’s growth strategy?
• What is your product/mix strategy?
• What is your company’s web, social and mobile strategy?

S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats

Who is your ideal customer?
• Values you
• Profitable
• Refers you
• Demographics
• Psychographics
• Geographics
• Pays their bills

What is Your Product/Service Mix
Strategy?
• What is your free or trial offering?
• What is your starter offering?
• What is your “make it easy to switch” offering?
• What is your core offering?
• What are your add-ons to increase value?
• What is your “members only” offering?
• What are your strategic partner pairings?

What Makes You Different?

How to find your differential
advantage? Just Ask….
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What’s one thing we could do better?
• Would you refer us and why?

Differentiation Statements: U&T Distributor
 What you do for a living? “We help our customers
thrive in a highly competitive market place”
 Complimentary statement: We provide products and
services that increase our customer’s sales, efficiencies and
profits”
 Positioning goal/statement: “Our customers can’t live
without us”
Core marketing message: “We are our customer’s
success partner”

What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC Upholstery
Increases Market
Share in San Diego
with Commercial
Agreement with
City of San Diego
ABC Upholstery
Adds Marketing
Services for their
customers
ABC Upholstery
Enters Orange
County Market
with Acquisition of
XYZ Textiles
ABC Upholstery
Launches marine
division
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services
EXAMPLES
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services

What is Your and Your Customer’s
Web, Social and Mobile Strategy?

The Web, Social and Mobile World We Live and Work
In Today

Today’s Consumer

New Sales, Marketing and Customer
Service Tools and Processes for U&T
Distributors and Their Customers

5 Digital Sales, Marketing and Customer Service
Tools EVERY U&T Distributor and Their
Customers MUST Consider

A Performing Web Presence

Why Should
U&T
Distributors
and their
Customers
MUST Have a
Performing
Web
Presence

• Your website is your on-line/digital
lobby
• #1 Reason to have a website is drive
business
• Must have an SEO strategy
• 5-15 Seconds
• Call to Actions
• Include videos
• Include a Blog
• Online catalog
• eCommerce capabilities
• Online education center

• Include order here options
• Include order status options
• Integration with social media sites
• Include reviews and ratings
• Include digital ads, special promotions
and coupons
• Incorporate Analytics
• You MUST have a Mobile site strategy
• Turn your website into a Marketing
Tool, Sales Tool, Communications
Tool, and Customer Service Tool

Why Should
U&T
Distributors
and their
Customers
Consider Email
as a Sales,
Marketing and
Retention Tool

Why Should U&T Distributors and Their
Customers Consider Email as a Sales,
Marketing and Retention Tool

Why Should
U&T
Distributors and
their Customers
Consider
Mobile Devices
as a Sales,
Marketing and
Retention Tool

Why Should
U&T
Distributors and
their Customers
Should
Consider Mobile
Devices as a
Sales,
Marketing and
Retention Tool

Smart Phones and Apps

• 72% of all Internet users are
now active on social media
• 89% of those between 18 and
29 years old are social media
users
• 72% of individuals aged 30 to
49 are engaged in social media
• 60% of people between 50 to
60 years old are active on
social media
• 43% of those 65 years old and
above are engaged in social
media
• 71% of users access social
media from a mobile device

Why Should U&T Distributors and Their
Customers Use Online Reviews as a
Sales, Marketing and Retention Tool

Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com

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