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Randy Smith, Jim Shelman, and Cindi Cody

Friday, October 26th, 2012

Shooting from the Hip by Reid Sherwood

Randy Smith

I have been in Atlanta the past few days seeing distributors and playing in The Randy Smith Memorial Golf Classic. I am going to double up on this and talk a bit about both.

A few weeks ago, Rich Johnson (one of the founders of the RSMGC) asked me if I would serve on the board of The Randy Smith. Obviously I accepted. I have been a loyal fan and supporter for 11 years. The Randy is a non-political group of industry folks who provide emotional and financial support to other industry people who have fallen on difficult times.

It is the one day all year (and maybe the night before) where competitors lay down their swords and come together to raise money and help people. And this year was no exception. There were eight recipients. Every year I’m reminded of the same thing: no matter what is going on in your life, no matter how bad you have it, there is always someone who has it far worse.

One of the recipients was the Mark Tate family. Mark and his wife have two daughters, age 13 and 10. They have both been impacted with life-threatening disease. Olivia (the 10 year old) was diagnosed with brain cancer at 2 years of age and has had numerous surgeries and treatments. Thank God she has been in remission for the past 4 years. Her sister, Elena, was diagnosed with leukemia in 2009 and has had chemo and was in remission until recently. She had bone marrow transplant this past July and continues to receive treatments.

Again, just when you think times are tough, you hear a story like this and realize that all in all, your life is pretty good.

Thank you to everyone who participated as golfers, volunteers, and sponsors. Without you, it would not be possible. And personally I would like to thank Rich and Ted Peterson for keeping this alive for 18 years

Personally, I would like to thank my team from the Randy this year. Bill Glasser from Exhibit Concepts, Cindi Cody from Xzibits, and Classic’s own Jim Shelman from Exhibits Northwest.

Jim Shelman

This was the first time I spent time with Jim without other Classic employees in the mix. He is a great guy, but he has his quirks. The day before the tournament, I had a couple of early appointments, but Jim and I were planning to play a round later that day.

I pick Jim up to go to the course, and he is complaining. Well, not really complaining, maybe whining and visibly distraught. All this because the place we were staying didn’t have the right coffee. Trying to be the nice guy, I hurry along, so we get to a gas station where he can get some coffee. It isn’t good enough — the pot is too empty and it is probably burned. Now he is borderline quivering. I am not a coffee drinker so I really don’t understand, but I try to be a good team player. We move on and he says, “Pull into McDonalds. They have good coffee.” I pull in and roll the window down and am ready to order, thinking to myself how glad I am that I am not a coffee drinker who needs that “caffeine boost” to get through the day. So he says, “Get me a Decaf!” REALLY??? But it all made sense later that evening when I saw him drinking a O’Doul’s beer.

Cindi Cody

On another note, I did a trade show with one of our Atlanta distributors, Xzibits, and it was a huge success. Cindi Cody and her crew had an attractive 10 foot exhibit. The six hour show offered up almost 30 leads. One little tidbit of information. Cindi posted on her Facebook page that they were at the show. Instantly, a new start-up company wrote back saying that they couldn’t attend but made an appointment for later this week.

I’m always interested in what customers are looking for in this economy. Many are still looking at banner stands, but many are saying it is time to step up. No more pop ups. That puts Magellan, Sacagewea, and Perfect 10 in position to answer that call. I do have to pay a tribute to Optima Graphics and Xpressions. The show I was at was a business to business show. There were about 60 exhibitors in all. But out of 60 distributors, there were six Xpressions displays. That is an incredible number.

That’s all for now. I’m headed home in a couple of days. These ten day trips make me miss my family more than usual, so I am looking forward to Tuesday evening.

Till the next time,

Reid Sherwood
reid@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100.

Tags: Classic Exhibits, exhibits, Jim Shelman, Optima Graphics, Randy Smith Memorial Golf Classic, Reid Sherwood, Trade show
Posted in Reid Sherwood, Shooting from the Hip | No Comments »

Alcohol and Business Entertaining: When Is Enough Too Much?

Tuesday, October 16th, 2012

Shooting from the Hip by Reid Sherwood

This is going to be a bit of a rocky ride. Hold on to your hats my friends . . . I am going to address the age old issue of alcohol, corporate responsibility, and the pros and cons of both. I have a feeling this may cause some discord among the rank and file, along with some snickering.

First the disclaimer. I am not an attorney. I am not a cop. I am not a judge. I am the president of the local school board (but that’s another story). My advice is based on experience and common sense. I’ve been entertaining clients for a long, long time, and I’ve seen it all.

People like to have a drink, especially when a vendor comes around and asks “Do you want to go to happy hour?” Of course, you do. From the vendor’s point of view, it buys some extra time with the customer, puts them in a decent mood, and most of all, spreads some goodwill vs. another vendor who may not spend any additional energy or entertainment dollars on them.

The downside is obvious . . . it can be abused. Excessive bar tabs, drunk customers, and worst of all, someone getting behind the wheel who shouldn’t. The VERY LAST THING I WANT is for a customer to have an accident, hurt themselves (or someone else), or get arrested for DWI.

That said, I have certainly made my mistakes, but I’ve learned from those mistakes. Sometimes it took a few times, but eventually I learned my lesson.

Happy Hour

You’re meeting with a handful of customers from several different departments. It’s 4:30. Time for happy hour and appetizers. You don’t want to buy dinner for 8 or 9 people (that has happened to me, and I always cringe because it wasn’t my intent). Now you have the opportunity to talk about stuff NOT related to work and engage them on a more personal level. You find out that this guy happens to be a Deadhead or a Parrothead. Maybe you find out that they are fans of the same college team you follow. You learn about family and hobbies. Then there are those times you discover their hobby is collecting hats or mats or rats, and you realize it’s going to be a long and painful evening.

Everyone has a drink or two, there are plenty of appetizers to share, and the evening ends at 6:30 or 7. No harm is done. You pay the tab. Sometimes the distributor will pitch in too. Which is a bonus. Everyone had a good time, and you hope they remember your hospitality when they make a buying decision.

Dinner Invitations

Dinner invitations are typically for no more than 2-3 guests. Often, we’ll meet for a drink before dinner. Here’s my rule of thumb, if your meal is $125 for three or four guests, the bar tab is going to be about the same. You want them to enjoy themselves. It should be memorable, without spending the farm or allowing someone to overindulge. Nothing has to get out of hand, but you have to be conscious of how much your guests are drinking. Too much and what was friendly and productive becomes hazy and detrimental. Dinners create lots of face time and good camaraderie.

From Good to Bad to “Oh Crap!”

Now let’s look at a couple situations where it can get bad or really ugly and how to prevent it in the first place. Again, I’ll be the first to admit that I have made these mistakes many times.

On occasion, the adrenalin gets flowing and before you know it, you realize, “Uh oh, we gotta reel this in quickly.” You start with a round of shots, along with your regular drink, and you quickly lose count. An hour in and you had two shots of something and two beers or drinks and you are on your way to trouble. You may not think you’re “drunk” — I know I wouldn’t – but in most states, the legal limit is .08. You are way over that and driving is not an option. Next thing you know, you have been there two hours and the shots are done, but you’ve consumed seven drinks which is way too many. You are in big trouble. You have to head home, and you really need a cab. It can happen very quickly. I have done it, and I have done it with good customers. It’s stupid. It’s expensive. And it’s really bad business.

Now here is my big disclaimer. My father always insisted that people have a drink. According to him, it lubricates the conversation and helps them have fun. SO, I come by it naturally. But the more dangerous it gets, the more expensive it can become. Many states now have “Superdrunk” laws. If you are over 17, it is an immediate felony and a $10K fine. You have to use GOOD judgment, and it’s my job as your host to use good judgment when you don’t. If you decide you are going to “tie one on” then by all means have your transportation prepared and don’t ever do it in a business situation. Your livelihood (and your life) is worth more than a few drinks, or if it isn’t, then look for a new career.

I hate to be the downer, but we also have to look at the cost. I can justify everything I have said and know that in the spirit (no pun intended) of business, this is normal and logical. The following are examples where the cost doesn’t add up to the risk or reward.

Be careful or at least cognizant of the potential worst places to buy cocktails for a customer. I am fortunate that my local “Cheers” is called the “Riverstop Saloon,” and it is a little gem. A shot of Bushmills on the rocks is $4.00 and a Ketel Martini is also $4.00. It’s cheap, but then again, I’m not entertaining customers in Newaygo, MI. The same drink at the Kent County Airport in Michigan (GRR) is $11 or $14 dollars respectively. The Eye Candy Lounge inside of Mandalay Bay in Las Vegas is just a touch higher at $13 for Bushmills and $19 for a martini. Believe me, it adds up quickly.

Sharing the Cost

When we gather together for EXHIBITOR 2013 by the time you purchase a couple of drinks and chat for awhile with customers, you are approaching $200 dollars with the tip. The part that gets dicey is, not so much the cost, but rather, whether or not you are even going to be remembered for buying them a couple of drinks. No one has their eye on the tab and often, no one knows who paid it.

I know as the vendor, it is often assumed that we buy the drinks (not that it is expected). But many customers will buy me a drink or two. I appreciate it a bunch. I really do. It shows we respect one another. But I have to be careful. If I buy a drink or two for six customers, then each of you reciprocate, I just had a dozen cocktails and that was NOT my intention. Yes, I know, on occasion that happens, but vendors have to be far more cautious than clients do. I also have to be smart. At a social event where there are three to four other industry suppliers, I’m willing to do my part. My part means sharing the expense. Everyone has to chip in. It’s no fun having to be the “adult at the party” and reminding the other suppliers to “unass their wallets.”

Like I said earlier, I am not a judge, a cop, or an attorney, so don’t even think of holding me responsible for the legality of this. I’m merely trying to offer a few tips, a few cautionary warnings, and enjoy the taste of some good Irish whiskey, without getting a taste of stupid with it.

Till the next time,

Reid Sherwood
reid@classicmodul.com

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Tags: alcohol, business, corporate responsibility, drinking, Exhibitor 2013
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What You Should Expect from a Manufacturer’s Rep

Sunday, September 9th, 2012

Shooting from the Hip by Reid Sherwood

Snake Oil Salesman or Snake Charmer

The traveling salesman has always had slightly negative, slightly shady reputation. If you’ve ever seen The Music Man, particularly the opening scene on the train, you know what I mean. I would like to think business has changed from the days of the “snake oil salesman” to what we now refer to as a “manufacturer’s rep.

I have been a “rep” for quite a few years. Sometimes I wonder if I know anything at all. Other times I think I am on the verge of splitting an atom. I don’t have all the answers; some times, I don’t even have or understand the questions, but indulge me for a few minutes while I share my experiences.

At a minimum, you should expect your rep to understand their products and services. Typically when a new product or service is offered, it starts with pretty pictures via an email campaign. Anyone can make pretty pictures. Let’s see how it really works and functions and does it make sense for you, the distributor, to offer and promote.

Before any of you comment, yes I have done demos where the dang thing was put together upside down, or the ease of set up is made easier with a large hammer, but I can take the ribbing and say “you saw it here first folks.” My excuse is that I hardly ever do this, which is not much of an excuse. But, it can be entertaining, if not for me.

Six Expectations

You should expect an update on the company — What has been its successes and its shortcomings. If you have “hitched your wagon” to a company, then you need to know we are headed in the right direction, bringing new, innovative products to market, adding staff to accommodate growth, and improving the overall customer service experience for you, the distributor, and ultimately for your customer. I always try to give a little State of the Union in my meetings. You need to have confidence in us.

You should expect industry knowledge. Classic Exhibits has distributors in many different segments of this industry. We can tell you what we are seeing, not seeing, and sometimes what we are afraid to see. We travel and chat with portable/modular distributors, custom houses, event companies, Internet resellers, and suppliers. In some ways, we want to be your “Canary in the Coal Mine.” We try to be an extension of you and your company. I never talk about a specific customer and their methods, but I might tell you that “many companies are having great success with venue-based marketing” or that there are a lot of customers doing well with Sacagawea. We want to give you information that will help direct your company.

You should expect your manufacturer’s rep to assist in the mentoring of new employees. We aren’t trying to run your company, but many times a new employee just needs to talk to a veteran. It may be about strategies or products or industry history or specific venues. I get asked tons of travel-related questions because I have done so much of it. I look at mentoring as another way to offer advice and make friends.

Whenever a Classic Distributor has a new salesperson, I want to connect with them. The goal is to make him feel part of an industry that is made up of a lot of really smart, seasoned folks.

You should expect your manufacturer’s rep to “grease the wheel” from time to time. When you are struggling with something, and it isn’t making sense and adding up, call your manufacturer’s rep to ask them to get involved. We can sometimes prevent issues from developing (if you see problems coming). We also can get far deeper into “the system” than you, the customer can. Think of us is as your insurance agent. You have a claim and the adjuster does their thing. You look at the results, or the pending results and scratch your head and say, “Hmmmm, that makes no sense.” The next call you make is to your insurance agent. He or she needs to be that buffer and so does your manufacturer’s rep.

You should expect your rep to be a listener. If Classic Exhibits does one thing better than the rest, it’s listening to our customers. We encourage ideas to be brought to us. It seems like every trip I take (about 25 or so a year) I get in a conversation where a customer offers up something that will make us better. The flip side of this is the customer always needs to feel comfortable in “venting” to you. Sometimes they just need to be heard. The last thing you ever want is for your clients to think you don’t care or are only giving lip service. Listen. Listen twice as much as you talk. That’s why you have two ears and only one mouth

Finally, you should expect your rep to be a friend, or at least a close colleague. Friends buy from friends. So if you really want to boil down everything to one simple thought: we are out to make friends. Can you become friends with your customers? Do you like people and are you genuinely interested in their lives. I have been to weddings, funerals, vacations, concerts, sporting events, fishing and hunting trips. They are all opportunities to engage and spend time with a customer and a friend. It makes my life richer because I like and respect them . . . and if it adds to our business growth, then that is a bonus. My good buddy Scott Lindsay and I have been on hunting trips together. You spend 15 hours in a truck each direction, along with sharing a hotel room for five nights and tell me you aren’t better friends than when you left. To build a better relationship, just be friends.

I can honestly say, with the customers I have had over the years, it certainly doesn’t have to work. I have had the best experiences with some truly wonderful people. Can you say that about your job?

Till the next time,

Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, manufacturers representative, Sacagawea
Posted in Reid Sherwood, Shooting from the Hip | 3 Comments »

In the “Old Days” . . . .

Thursday, May 3rd, 2012

Shooting from the Hip by Reid Sherwood

It was Better Back When (Except When It Wasn’t)

The trade show market seems to be back, maybe not with a vengeance, but certainly with a nice steady fire. (Yes I know all the fire comments are coming — but hey, I asked for it.) Classic Distributors haven’t complained recently about business, but they have all said, “It’s good, but still not like the old days.”

The “Old Days” are a little of what I would like to talk about here. Please feel free to add to my jaded perception.

In the “Old Days” . . . We had the Luxury of TIME

When I took my first order ever in this industry (circa 1987) from Mary Ann Kenkle at what was then Omni-Craft in South Bend Indiana, she ordered a very simple 6 ft. tabletop with a backlit, silk-screened header. We required six weeks production and needed to have a hard PMT of their artwork. PMT is photomechanical transfer. It typically came in the mail. Today, we have exhibits that look custom, are often available in “8 Days or Less,” and expect that Optima will ship us the fabric graphic in 48 hours.

In the “Old Days” . . . We had CUSTOMER LOYALTY

RFP’s were sent to three companies, and the incumbent was truly a partner. I had a conversation with a good friend and distributor a few weeks back about the fact that there are lots of opportunities out there, but not all are worth chasing. As we continued the conversation, he told me about a RFP that he received that included his company and 13 others. If they are looking at 14 companies, then the buyer really has no idea what the final goal is. Customer LOYALTY is a partnership.

Good Times?

In the “Old Days” . . . We had EXHIBIT DESIGNERS and GRAPHIC DESIGNERS

If you have a computer with Microsoft Paint, then you are a graphic designer, or if you have Google SketchUp, then you are an exhibit designer. I have often heard Mike Swartout, the Design Director at Classic Exhibits, say, “Ya know, that really isn’t a bad design, but they forgot to allow for one critical element…..GRAVITY.”

Sometimes the design can be so complex with curves, layers, great backlit images, and with every bell and whistle that you would find on a Rolls Royce. Other times, a simple Sacagawea 10 ft. exhibit with a nicely done fabric graphic and easy assembly is just the ticket. The difference is in the thought that went into creating the solution. Not how many buttons can you click on your computer and make a pretty picture.

I am sure there are many more, but these are the things that I hear about most often. Please feel free to add on whether they are sarcastic or serious. We welcome all comments (as long as they are safe for grandma’s ears).

Till the next time,

Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, displays, good old days, Optima, Trade show
Posted in Reid Sherwood, Shooting from the Hip | 4 Comments »

Looking for a Deal is Easy . . .

Friday, February 18th, 2011

Shooting from the Hip by Reid Sherwood

Well, after last week’s sales calls, I decided that all anybody wants to talk about is price. The price of EVERYTHING. Not just trade show exhibits, but everyone is looking for a deal. Looking for a deal is easy, because there is always someone or something cheaper. That doesn’t necessarily mean that it is equal. Just cheaper.

I had a handful of appointments where the conversations went something like this, “Hey, we just had you guys quote a project, and you were 8 percent less than Brand Z so you are getting the job.” Or maybe like this, “I had you quote three different designs, and you were less expensive on two and more on one.” Then you hear, “I love your new Sacagawea designs because they are so well made AND affordable.” That gives you a little hope that design matters and so does quality. That statement is followed up with, “All your stuff is too expensive.” So, if you are doing market research (and I am not), you come away with your head spinning.

What Really Matters to People Anymore?

Do you ever buy on quality? Has the Wal-Mart mentality totally consumed us? When I see a retractable banner stand for $99, including the graphic, I wonder how long before it breaks, and you have to replace it. If a distributor is selling it, how can you afford to service something that was only a hundred bucks to begin with?

Cheaper than Cheaper?

We did a little exercise when I worked at Optima Graphics that went something like this. Name 10 things that you buy on price alone. Well it was obvious after a few minutes that price is rarely the only factor. Gas, bread and milk became the three “locks” where price was the driving force. But even as you stop to rationalize, you find that you aren’t going to buy your milk for 2.49 a gallon at convenience store A, and then your fuel at convenience store B, even though the gas is 2 cents a gallon cheaper at B. Convenience and your time plays a factor in buying.

Sometimes buying is easier at one place even if you are paying a little more than making the more difficult purchase at cheapoworld.com. So, are you going to follow that path of least resistance or are you going to put forth some effort to save money?

Just for conversation’s sake, here are some things that I spend more on than what some would call reasonable:

Car Repair – Not labor, but on any parts. I usually spend the longer dollar since typically you get a much better warranty.
Hunting Equipment – One of my hobbies. I use the equipment hard, expect it to last, therefore I pay more and get more.
Shoes – Hey, they are my feet. I want them happy.
Clothes – Because of all the travel I do, I expect them to hold up and last.

Here are some things I WON’T spend extra on and try to buy the cheapest available:

Reading Glasses – I lose them. Often. So I try to buy them at a dollar store and buy 10 pairs.
Phone and Computer Charging Cords – I either lose them or they break. I think they are made to fail. It has been quite a while since I bought any since every rental car center and every hotel has a box of charging cords you can sift through and find your style.
Bottled Water – I would buy FIJI, which is expensive, but it is in a square bottle and doesn’t fit in a single drink holder I have ever seen. So I buy whatever is cheap and round.

That is enough to get the conversation rolling I hope. Hope you all have projects closing. That makes everyone happy.

Till the next time,

Reid Sherwood
reid@classicmodul.com

Tags: banner stand, Optima Graphics, Reid Sherwood, Sacagawea
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Shooting from the Hip — 16.10 (EDPA Access)

Monday, December 20th, 2010

Shooting from the Hip by Reid Sherwood

The Exhibit Designers and Producers Association (EDPA) held its annual meeting a few weeks ago – ACCESS 2010. The meetings are always held at a warm weather resort the week after Thanksgiving. It starts on Wednesday with a golf tournament or a fishing trip for the non-golfers (I always play golf since I can fish in ice in Michigan but can’t golf in it). Mel and I attended as the representatives of Classic Exhibits and ClassicMODUL.

The Marriott Sawgrass in Ponte Vedra Beach, FL was the resort this year. Yes it was chilly, but it was Sawgrass, so who cares. Our scramble group finished 2-under on the valley course. The team consisted of Ken Karns (Elevation Exhibits), Ray Montague (Avalon), Gina Porcaro (Optima Graphics), and me. I think Gina and Ken got tired of carrying us. Ray had a bit of a breakthrough moment on a 100 yard chip shot. He yanked it left by 25 yards and said, “I must just have to aim to the right. I have been pulling that shot left for 45 years.” We all had a good laugh. Well, not Ray, but the three of us and our caddy did.

Our caddy, Donald, was part golf coach, part psychiatrist, and part travel agent. He knew the distance from the edge of every rough to the center of the green on each hole. I was approaching the green on a short par 5, and Donald tells me I am about 75 away. I said, “Ah, a sand wedge. My favorite club.” So I take dead aim and proceed to scuff the ball about halfway to the green. Donald, who is clear across the fairway (up in some rough looking for Ray’s golf ball), hollers loud enough for the entire course to hear, “YARDS REID! YARDS!”

EDPA

As most of you know, unlike TS2 or EXHIBITOR, this event is specifically for builders, suppliers, and distributors of the trade show industry. There are no end-users. This makes the event more casual and generally more cooperative. There’s more time to chat with distributors, strategic partners, suppliers, and competitors.

I want to commend Jeff Provost and the staff of EDPA. For the first time since I have been involved (about 7 years), I felt like our involvement in the Supplier Showcase was appreciated. I had Jeff and several staff members thank us for participating in the Showcase. I don’t recall that happening in the past, and it was very refreshing. Traffic in the Supplier Showcase was solid on both days because the EDPA made sure to place the sugar, caffeine, and carbohydrates in the show hall. Very smart.

Sessions focused on design as well as other relevant topics. We know design sells. We were reminded of it again. Thanks to those who presented.

Congratulations to Optima (Dave Brown and Gina Porcaro) for taking 1st Place in the Golden Ham Awards, sponsored by Exhibit City News. To see a video of their skit, click here. No offense Gina, but it will never compare to the Golden Pharaoh commercial Dave and I did in Tucson. Although we took second because a Brit pronounced “ALUMINIUM” as only a Brit can, it was the best skit (and everyone knows it).

A special thanks to Dave Mihalik and Lara Davie from ELITeXPO for all their hard work on the silent auction. The pheasant hunt I won will be a blast.

In the end, it was a great few days. My thanks to all who made it possible.

Merry Christmas!

–Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, ClassicMODUL, EDPA, Elitexpo, Optima Graphics, Ponte Vedra, Sawgrass Resort
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Shooting from the Hip — 15.10 (I am Thankful)

Wednesday, November 24th, 2010

Shooting from the Hip by Reid Sherwood

Things for Which I am Thankful

It has been a few weeks since my last blog post. It wasn’t that I didn’t have anything to say, but I didn’t have anything to say that mattered. Since tomorrow is Thanksgiving, I will reflect a bit on those things for which I am truly thankful. These are in no particular order except the last one.

I am thankful for volunteer firefighters — Many of you know the Sherwood clan had house fires in both October of 2008 and 2009. Nobody was hurt. We are grateful. Last Monday, our garage burned to the ground. Right now, we are a bit shell-shocked and scared to death of fire. But because of the quick work of a small volunteer department, the house was saved with only cosmetic damages.

I am thankful for freedom — Our school in town just re-dedicated a plaque to the students from Newaygo High School who served in WWII. A few of the veterans were there for the ceremony, and seeing them made the ultimate sacrifice paid by so many much more tangible. It was a time to reflect and remember why we have what we have.

I am thankful for my job — I am not looking for a raise. I am not even trying to blow any smoke/sunshine up anyone’s skirt. I am simply being honest. Classic Exhibits has been very good to me. We have a culture in the office/shop that is very friendly. There are no self-serving egos. There are just a bunch of people with a common goal: Enjoy your job so it is not really like working. Mel, Kevin, and Roy – Thanks a million!

I am thankful for my customers — Many of the people we deal with every day at Classic are people I have been associated with for 15 or 20 years. We have watched our industry change drastically in the past 20-some years. What hasn’t changed is how we enjoy our time together.

I am thankful for the things I have been able to see and do — A little country guy from NW Michigan normally doesn’t have the luck I have had (excluding the fires). I have been to some of the world’s greatest stadiums, concert venues, and restaurants. I have had the fortune of watching the sun set at Mallory Square several times. I have eaten in Emeril’s kitchen in New Orleans. I have had a cocktail with Michael Jordan, Wayne Gretzky, and Charles Barkley. I saw Jack Morris pitch a no-hitter against the White Sox in 1984. To some people these things mean nothing . . . to me . . . they are everything.

I am thankful for the little town I grew up in — Many of you who read this will understand. Newaygo has been so good to my family for a hundred years. It was good to my grandfather. It was good to my father. And it has been good to me. It has been a great place to grow up, go to school, raise your kids. I love this place.

I am thankful for my parents — Everything that is good and right in my life I owe to my parents. Everything that is wrong is because I didn’t listen to them.

I am thankful for my friends — They make the good times better and the not so good times a lot more palatable. I am going to name just a few: Ron A., Kevin C., Dave B., Gina P., Scott L., Scott B., Cindi C., Richie, and Raytard.

I am thankful for my family — I make more family jokes than most stand up comic . . . but they are jokes. I can’t possibly love them any more than I do. My wife is a saint. You may find this hard to believe, but I am not the dream to live with you might think. Thanks to all.

Ultimately – I am grateful for so many things. The list could to on and on.

Have a great Thanksgiving and we will see you again Monday.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, Newaygo, Reid Sherwood, Thanksgiving
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Shooting from the Hip — 14.10 (Making Customers Happy)

Friday, October 1st, 2010

Shooting from the Hip by Reid Sherwood

(4+1) Ways to Make Your Customers Happy

A while back, I posted “6 Surefire Ways to Tick Off Your Customer.” Now let’s address this topic from another angle, namely how to make your customers happy, satisfied, and most importantly, loyal. We all know how much easier it is to retain a customer than to find a new one. This applies to the manufacturer/distributor model as well as a typical retail setting. Since I’m most familiar with the manufacturer/distributor model, I’ll discuss it from that perspective.

Over the years, I’ve learned that there are many ways to make customers happy that don’t involve alcohol, massage parlors, or gift certificates from Rodeo Drive.

1. Make it a partnership not a dictatorship. I work for Classic Exhibits Inc. Every year we send a survey and ask what we can do to be better. There are a couple reasons for this. One — we want to know – heck we are begging you to tell us what we “don’t” want to hear. The other is because we value your input and you need to know that. Our customers’ input is priceless because it allows us to change, tweak, or implement policies, practices, and products that impact our customers and our business.

Are we sometimes disappointed by the comments or scores? Of course. Then we go to work and examine how we can fix the problem. After that we go one step further. We share the results with our distributors. They deserve to know what others said and how we plan to address these issues.

2. Do the simple things. Return calls quickly. Admit when you are wrong. Fix problems as soon as possible. Keep them in your camp. You worked hard to cultivate a good relationship because you know that your customers are the “heart and soul” of your business. This isn’t rocket science — just good old fashioned common sense.

3. Visit them on their turf. Too often as manufacturers, we stage events either on at neutral site or at tradeshows and conferences and fail to put ourselves in our customer’s shoes. In our survey, we had a customer request that we visit their showrooms/offices more frequently. Optima Graphics was my employer for eight years. My primary function was to travel and see customers on their home court. Jim Hoffmann (CEO of Optima) had a goal of seeing every customer at least four times a year. That simple plan not only helped put Optima on the map, but it also put them on the fast track when nobody else was growing.

4. Be willing to help your customers when THEY have a problem. I am not advocating pointing fingers, but you have all received calls where someone says – “Hey! Can you help me? I have a problem.” Here is a golden opportunity to build loyalty, friendship, and sales!

Sometimes it is as simple as answering a question or directing them to the right person. Other times, your customer simply wants reassurance that what seems “odd”or “hinky” is not really odd at all and will be fine. Then there are the situations where your customer deserves to be compensated because, frankly, you screwed up. Or let’s say they screwed up and need your help. Yes, you’ll fix the problem but a little price massaging may take the sting out of an order that was placed wrong or where they received the wrong part. It could be anything. Take the opportunity to be the good guy and fix it at cost, or split the cost with them. They will forever remember that you were there when they needed you most.

+1. People want to buy from their friends. That is not earth-shattering news, assuming your friends are not criminals, idiots, or pyramid marketing zombies. Frankly, I like most of our customers, and I treat them as friends, because they are. When you work with them on their turf, you get to meet their colleagues, employees, and families. That’s a bonus. They are more likely to be themselves than at a convention or corporate meeting with other “stuffed shirts” there.

On one trip to visit Steve Gable at Innovation Exhibits, I was expecting to go to dinner at the Springfield Grille with him and his wife Monica. I arrived in business attire. He looked at me and said, “Do you have other clothes with you?” I always have, but I wasn’t sure why he was concerned. He said, “Would you mind, instead of going to dinner, if we take my son Andrew to the county fair to watch the demolition derby?” No problem at all. I would love to do that. So now a few years later, Andrew is my pal and so are Steve and Monica.

Several weeks ago, Cindi Cody from Xzibits in Atlanta came to Michigan to fish with me. It was a good time to relax for several days with a friend, who just happens to be a customer. The loyalty this creates is priceless.

At the end of the day, business does not have to be difficult. Let your conscience be your guide and PLEASE make friends with your customers. The alternative is just too difficult.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, Customers, Innovation Exhibits, Optima Graphics, tradeshows, Xzibits
Posted in Reid Sherwood, Shooting from the Hip | No Comments »

Shooting from the Hip — 13.10 (Making Customers Mad)

Thursday, September 2nd, 2010

Shooting from the Hip by Reid Sherwood

6 Surefire Ways to Tick Off Your Customer

No matter how long I’m in business, I am always amazed at the lengths some companies go to make their customers mad. I “get” the fact that you have to make money. I “get” the fact that the customer “ISN’T” always right (like we’ve been taught over and over again). HOWEVER, the customer is ALWAYS IMPORTANT!

1. Downplay their Problem. They just spent money with you for a product or service. Now there is a problem. A surefire way to raise their ire and eliminate any future business is to take their problems lightly and make them feel insignificant.

2. That’s Impossible. Tell them that what just happened is impossible. I don’t know about you, but I’ve found that calling a customer a liar may not be the best mediation tactic. You can say “We take great measures to insure against that.” You can tell them that “We have processes in place to catch that, but this one must have slipped by.” You can tell them that “Sometimes good old human error occurred, and you are really sorry.” But the second you tell them that their problem can’t happen or didn’t happen is the second you just picked a fight with a customer.

3. Accept It “As Is”. Have you ever tried to convince your customer to accept the product “as is” at a reduced cost? They didn’t purchase the product to be defective. They purchased it because they expect it to look like and perform like the picture in the advertisement or the marketing material.

I was in a McDonald’s a couple weeks ago. So as I am ordering, this guy comes back to the counter with a Big Mac. He unfolds it and says to the counter person very calmly, “I’d like to show this to the manager please.” The manager strolls over very nonchalantly. The customer unwraps the burger and shows the manager the insides. There is sauce all over everything, the lettuce is wilted, and the condiments are both on the inside and the outside of the bun. There was even a chunk of bun missing the size of my thumb. Honestly – the presentation was just awful.

The customer says, “I ordered that!” and points to the picture on the menu of a nice looking Big Mac all perfect and nice. The manager in his infinite wisdom says, “How about I give you a small fry for free?” Instantly, the customer was enraged and replied, “I DIDN’T WANT FRIES. I WANTED MY BURGER TO LOOK LIKE THE PICTURE!” The manager took out a shovel and dug himself a little deeper and said, “We don’t have time to make them like that. You have to be happy with what you get.” The customer walked away and said, “I will never ever buy another thing from MacDonald’s as long as I live.” How would it have worked if he had simply made him a burger that looked decent and not been slopped together? Just fine, I suppose. But nope . . . He decided to pick a fight with the customer instead.

4. Blame a Problem on Somebody Else. Nothing will drive a consumer away faster than to have the blame passed on to someone else. Just take ownership of the issue and correct it. Don’t denigrate another employee who made a mistake.

5. Take Forever to Correct the Problem. This is like making mountains out of mole hills. If you allow a problem to linger, you leave a bad taste in your customer’s mouth that much longer. Every company has faults. None are perfect. I remember Jim Hoffmann of Optima Graphics saying in a meeting, “If something is wrong, apologize, fix it, and move on quickly to something positive.” It was a valuable lesson about problem resolution: Fix it quickly and move on.

6. Keep Making the Same Mistake. Customers can be very forgiving if you make a mistake and then resolve it quickly. They know that stuff happens. They are even willing to cut you a break when it happens again, assuming you have a solid relationship with them. But when it happens over and over . . . well, that’s when they recognize that despite your best intentions, your company has serious problems.

I recall asking a distributor about a display manufacturer about ten years ago. The distributor said, “They are great about correcting problems on orders. They react fast and send me a replacement or repair immediately.” I said, “They sound like a terrific company.” “Not really,” he replied. “EVERY ORDER has a problem. It’s beyond frustrating anymore. It’s a joke between me and the company and frankly, I’ve had enough “laughs” because my customers are always angry. I don’t see how they can continue to stay in business producing two displays for every one order.”

Guess what? The display company went out of business a few years later.

Please share your “Surefire Ways” to tick off a customer. Tips like dating your customer’s spouse or sending their email address to an Eastern European spammer don’t count. Those are way too easy.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

Tags: angry customers, Customer Service, Jim Hoffmann, McDonalds, Optima Graphics, Trade show
Posted in Reid Sherwood, Shooting from the Hip | 5 Comments »

Shooting from the Hip — 12.10 (Old Fashion Hard Work)

Thursday, August 12th, 2010

Shooting from the Hip by Reid Sherwood

Well, the dog days of summer are upon us. In Michigan that means upper 80’s and low 90’s and relative humidity about the same. But it also means that we are only a few days from football season. And more importantly (to me), we are only a month away from grouse season.

I was having a conversation with one of our customers this past week (Scott Lindsay of Lindsay Exhibits in the Detroit/SE Michigan area). Hunting, dogs, the Tigers . . . Lots of different topics. When started talking about business, I asked Scott how in the world was he able to grow his business by large percentage points in both a horrible economy and in the most financially depressed area in America. I thought I knew the answer, but the way Scott explained it to me made it so basic and simple.

Ted Williams

He said, ”You remember Ted Williams?” Of course – the greatest hitter to ever play baseball. “Ted Williams on the last day of the season, the season in which he was retiring, took two hours of batting practice before his very last game. That is what he thought he needed to do to continue to perform at the highest level even at the end of his career.”

He then went on, “We are working hard at networking, searching out opportunities, stepping out of our comfort zone, and being willing to take on something that may not be a portable/modular display. If you boil it all down to one thing, it’s good old fashioned hard work.”

I will put my own spin from the famous Jack Nicklaus quote, “The harder I work, the luckier I get.”

Along the way Scott has had some nice orders for Classic Exhibits — bunch of custom Perfect 10’s and some great looking counters. We are grateful for all of them. And hope for many more!

Lets hope that we all see a huge spike in orders in the next couple weeks. It’s that season again and all the time for talking is over.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

Tags: Classic Exhibits, portable/modular displays, Scott Lindsay, Ted Williams
Posted in Reid Sherwood, Shooting from the Hip | No Comments »

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