Retailers Forum Magazine June 2026

S

URCES FOR GENERAL & VARIETY STORES

retailers

www.retailersforum.com

FORUM

VOL. 46 NO. 02

JUNE 2026

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Vintage Style Distressed

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SHIPPING AND STORAGE

USE TO BE DISPLAY BY CHOICE LLC

Phone:702-281-3442

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WHOLE BOOTH IN

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| JUNE 2026 Page 3

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RETAILERS FORUM MAGAZINE

ales.com

| DECEMBER 2025 Page 4

This is a Buying Guide for

RETAIL STORE OWNERS

Presented within the pages are the latest offerings from the country’s

leading merchandise wholesalers. The advertisers herein sell strictly

wholesale and require that you purchase with the intent of reselling

through retail channels.

How To Use THis DirecTory

☛ Locate the products that interest you.

See our product directory located on

pages 6 & 7.

☛ Make direct contact with advertiser.

Most will have catalogs and price lists

for you.

☛ Order your merchandise, which will

be shipped directly to your store.

The ONLY Monthly National Magazine

for Independent Retailers

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com

RETAILERS FORUM MAGAZINE | JUNE 2026 Page 5

Sell to over 60,000

stores through Forum

631/754-5000

Start.

USA COSTUMERS

Light Up Without

Lighting Up!

Grow. See our ad on Page 15

Repair.

Our specialty is helping small and

mid-sized businesses achieve success.

Contact us for free consultation.

1-800-433-7002

info@ForumBA.com • www.ForumBA.com

See our ad on page 66

LIGHT • Kits

E-CIG

see our ad on page 19

H2 E-Cig Round

Mouth Atomizer

$1.85

Electronic

Cigarettes

Full Service Wholesaler • We Ship Worldwide

• Disposables

• Atomizers

5mL Bottle

E- Liquid E-Juice

for E-Cig $1.30

• E-Cig Batteries

E-Case w/2

Cigarettes + 1 USB

Charger $10.50

E-Cig kit Includes 1 cig,

10cartridges, Wa l, USB,

Car Chargers $6.50

Round Mouth E-Cig

3.5ml Atomizer Set

w/Coil Heads $3.83

SMALL

BUSINESS

CONSULTING

ForumBA.com

Ad on Page 28

• E-Liquids

• E-Cig Accessories

TIME MAKES MONEY

TIME

WHOLESALERS

SHISHA Zero

Nicotine Disposable

E-Cig $3.45

www.Lightecig.com

see our ad on Page 27

We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE

SNEAKY SAVINGS ON SNEAKERS

See Our Ad on Pg 57

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read these?

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you’ll get a FREE 3-mo.

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JUNE 2026

ADVERTISERS

INDEX

PLEASE PATRONIZE THE LEADING WHOLESALERS

WHO ADVERTISE IN

RETAILERS FORUM MAGAZINE

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

ADVERTISING

RATES 09

APPAREL

BOUTIQUE CLOSEOUTS 53

CLOTHING WAREHOUSE 41

DD BULK 22

FASHIONABLE SALES 04

FLIRTY WHOLESALE 56

STYLISH PLUS 67

T SHIRT HOUSE 18

T SHIRT REP 45

UIN DEALS 61

USACOSTUMERS.COM 66

ASSORTED ITEMS

1 STOP WHOLESALE 37

AUCTION FINDER 32

BEAN WHOLESALERS 64

CLOSEOUTS FOR SALE 59

DOBA DROPSHIP 13

EVERYTHING CLOSEOUTS 40

EZ DROPSHIP 38

HEAVENLY WHOLESALE 44

MEGA UBID 42

RAMSONS IMPORTS 23

RUSH SUPPLIERS 18

BOOKS & DATABASES

BUYERS CONTACTS

BACK COVER

CELLULAR

CELLCITY.BIZ 21

WHOLE-CELL 35

COMPUTERS

REFURB SHOPS 26

CONSUMER ELECT.

FIND IT CHINA 55

CREDIT CARD

PROCESSING

EXP MERCHANT 49

DISPLAY/SUPPLIES &

SERVICES

AVVO ADVISORS 68

E-STORE BUILDERS 58

3’x 5’ Flags $2.50 Each

Min.100 pcs

WHOLE BOOTH IN

THIS CRATE CONVERTED

TO TABLE

#1

BUYING GUIDE

FOR RETAIL STORES!

E STORE SIGNS 17

E-STORE SITES 62

FB CAMPAIGNS 22

FORUM ADVISORS 28

KWIK INC. 52

PAYROLL HELPER 69

PREMIUM CONVENTIONS 03

PROTECTION PLANS 36

SALES GROUP BAGS 54

VACATION PROMO 70

WHOLESALESOURCES.COM

INSIDE BACK COVER

DROPSHIPPERS

DOBA DROPSHIP 13

EZ DROPSHIP 38

E-CIGARETTES &

SMOKE SHOP ITEMS

LIGHT E CIG 19

LOGIC WHOLESALE 29

USA VAPE DEALS 47

FOOTWEAR

SNEAKER CLEARANCE 57

3’x5’Embroidered Flags $14.00 Each

View our 148 page Catalog online !

www.RIOhio.com

HANDBAGS

$36.00 dz

BAG CLOSEOUTS 31

Hat Pins $6.00 dz

BAG VENDORS 16

$36.00 dz

HOME & HOUSEWARE

MERCHANDISE REP 30

$36.00 ut 72 pcs

RUG PROFITS 02

Garden Flags

$48.00 dz

JEWELRY/

ACCESSORIES

Metal Signs

$5.50 Each

Tri-Fold

$5.00 Each

$21.00 dz

BODY CANDY HQ 43

3’x5’Embroidered Flags

$14.00 Each

BUND JEWELRY 39

HIP WHOLESALE 15

JEWEL CLEARANCE 34

JEWELRY MINERS 51

SHAKE WHOLESALE 60

LEATHER GOODS

MAK LEATHER 33

NOVELTIES

Belt Buckles

$9.00 dz

Playing Cards

$18.00 dz

$24.00 dz

$21.00 dz

CARTOON CONCEPTS 20

COOL GLOWING 65

$18.00 dz

5” Patches $36.00 dz

$39.00 dz

PPE SUPPLIES

$5.25 Each

PPE STOCKROOM 48

Garden Flags

48.00 dz

Leather Wallets $5.50 each

Magnets 3”x8” $18.00 dz

WindSocks

$48.00 dz

Min.Order

$150.00

$4.50 Each

R/C & TOYS

RC VARIETY 63

Metal Sign

SOARING RC 46

$4.75 each

MADE IN USA

Metal Plates

$27.00 dz

SPECIAL $48.00 dz FEATURES

FORUM WORKSHOP 24

RETAILING NEWS 14

12” Metal Signs

WHAT’S HOT 12

12”x18” Metal Signs

$5.50 Each

Belt Buckles

$42.00 dz

$18.00 dz

SUNGLASSES

$7.00 Each

AMSTYLE 11

Patches $18.00 dz

$30.00 dz

$5.00 Each

Belt Buckles

$36.00 dz

3pc Magnet

TRADE SHOWS

ASD MARKETWEEK 25

THE MARKET CENTER 16

WATCHES & CLOCKS

TIME WHOLESALERS 27

WATCH DEALERS 20

WEDDING ITEMS

SMARTEST BARGAIN 50

WELCOME

NEW READERS!

Advertise in

See Page 9

12”x18” Metal Sign $5.25 each

BUSINESS BOOKS

www.BizBooks.org

SHIPPING AND STORAGE

USE TO BE DISPLAY BY CHOICE LLC

8” x 12” Metal Signs

MADE IN USA

COST SAVING - FACTORY DIRECT FAMILY OWNED - BEST SERVICE

AFFORDABLE $39.00 dz - STACKABLE

FOLDABLE - PORTABLE

Steve.Finn@premiumconventions.net

www.displaybychoice.com

Phone:702-281-3442

BACK LIGHT TOWERS WITH MERCHANDISE

$4.00 each

8” x 12” Parking Sign $18.00 dz

$15.00 dz

$42.00 dz

$15.50 Each

Leather Bracelet $18.00 dz

$24.00 dz

Best Friend Necklace

$24.00 dz/sets

1ut/5 dz Mood Rings $33.00 unit

Metal Sign

12”X18” $5.75 Each

PREMIUM TRUCKING AND CONVENTION

OUT OF THE BOX

30 YEARS IN BUSINESS

$36.00 ut/72pcs

$15.00 dz

BOOTHS!

Creative

Displays…

See our ad

page $6.00 03 dz Hat Pins Also

Gigantic

sold

Selection

by the

of Variety dozen! Goods

40 X 40 SLATWALL 40 X 40 DISPLAY BACK LIGHTED WITH WALL LIGHTED & SEE SIGN THROUGH SIGNS & FOAM GONDOLAS FLOOR

20 X 30 FREE STANDING BOOTH 40 FOOT BOOTH IN 20 FOOT AREA CRATES CONVERTED TO TABLES

36 pcBiker Ring

RAMSON’S

$39.00 unit

RISERS WITH BACK WALL ROTATING TOWER FOLDABLE PEDESTALS

See our Ad on Page 23

FOLDABLE RISERS FOLDABLE GONDOLAS FOLDABLE SHOWCASES

DROPSHIP TO PROFITS!

Tri- Color Necklace $18.00 dz

1000’s of Items

See our ad on Page 13

WHOLESALERS:

Increase Your Sales

By Advertising Here!

631-754-5000

Don’t Be A Drone!

BUY ONE!

www.RCVariety.com

See Our Ad on Pg. 63

VISIT FORUM ON

THE INTERNET

View our latest books at

www.bizbooks.org

WE HAVE BUYERS

Databases for ALL Industries

www.BuyersContacts.com

ADVERTISING INFORMATION


VOL 28 NO. 2

JUNE 2008

MARKETING TIPS!

MERCHANDISE SOURCES

RETAILING TIPS

SELL LIKE AN

EGYPTIAN!

Reach Active Buyers with our Print Readership

Plus over 265,000+ Page Views Monthly Online

✔ Apparel and Accessory Stores

✔ Card and Gift Stores

✔ Discount and Dollar Stores

✔ Distributors and Jobbers

✔ General Merchandise Stores

✔ Internet On Line Stores

✔ Mail Order Catalog Sales

✔ Novelty and Toy Stores

✔ On Line Stores

✔ Resort and Souvenir Stores

✔ Sporting Goods Stores

✔ Variety Merchandise Stores

✔ Wholesalers

ESTABLISHED IN 1981 as a buying source for store

owners and wholesalers, Retailers Forum offers advertisers

a large national circulation to showcase their products

and services. Many of our readers are located in rural

areas where access to merchandise is difficult, making our

magazine indispensable to their buyers.

Through our unique direct mail and trade show

circulation we constantly rotate our mailing lists, adding

new stores monthly enabling us to deliver new, fresh

buyers each and every month you advertise with us.

In addition to your print ad, your company will be

featured in our digital on line monthly version at

www.RFmagazine.com. Our online magazine produces

over 265,000+ page views monthly for our advertisers,

which is in addition to our print and mail distribution.

Your online ad will link to your website and email

address and we provide unlimited transfers from our

readers into your website 24/7.

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com

Page 8 JUNE 2026 | RETAILERS FORUM MAGAZINE

retailers

ADVERTISING RATES

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES

1/8 Page $400 $300 $275 $250

¼ Page $525 $425 $400 $350

½ Page $625 $525 $500 $450

Full Page $850 $750 $700 $650

2 Pages $1,350 $1,250 $1,150 $1,050

Prices shown per month, above rates include full color printing

ADVERTISING SPECS

1/8 Page: 2¼" high x 3¼" wide

¼ Page: 4‚" high x 3¼" wide

½ Page:

Full Page:

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred

PDF format in CMYK color, 300 dpi resolution only

✔ Monthly print and mail magazine

✔ Online magazine and search marketing

✔ Distribution at top trade shows

5" high x 7.5" wide or

10" high x 3.5" wide

10" high x 7.5" wide

FULL MARKETING PROGRAM INCLUDED >>

Printed Magazine

• Your ad is featured in our printed

magazine circulated to buyers

across the USA. Includes distribution

at industry’s top trade shows.

Complete Digital Magazine

• Your ad runs on-line at

www.RFmagazine.com

• Over 265,000+ monthly page views

• Active link to your website

Search Marketing

• Your company included in the

industry’s leading search engine:

www.supplier411.com

• Saturation marketing coverage on

our new wholesale portal: www.

wholesalesources.com

THE MOST COMPREHENSIVE MARKETING

As the ONLY national magazine for independent retailers we will introduce

your company and products to the country’s top retailers and online stores

every month. Our all inclusive marketing program includes BOTH traditional

print readership in addition to extremely popular online e-magazine which

uses cutting edge technology to provide readers a seamless experience.

TOP INDUSTRY TRADE SHOWS 2026

JANUARY

Atlanta Gift Fair

Los Angeles Market Week

Philadelphia Gift & Variety Show

Seattle Gift Show

The Merchandise Center, IL

FEBRUARY

Magic Sourcing Show

New York Toy Fair

Off Price Specialist Show

Rocky Mountain Gift Show

MARCH

ASD Marketweek Las Vegas

Atlanta Spring Gift Show

California Marketplace

Dallas Apparel & Accessories Show

Greensboro Gift & Jewelry Show


APRIL

Hawaii Merchandise Expo


MAY

Las Vegas Licensing Show

New Orleans Gift & Jewelry Show

Northern Michigan Gift & Souvenir Show


JUNE

Dallas Gift & Variety Show


LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show


AUGUST

ASD Market Week

Biloxi Wholesale Show

Off Price Specialist Show


Rocky Mountain Gift Show TBD

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show


OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show


NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo


Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show



Our Large Holiday Issue Hits The Mails Before Thanksgiving to

Maximize Advertisers Results!

We provide physical magazines at shows or email free

digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

From the

PUBLISHER

Graduation and Father’s Day Sales

Opportunity Arrives

IT really was great to hear from many

of our old- time readers and advertisers

congratulating us on our 45 th Anniversary

last issue. It was great to hear from so

many of our old friends over the years.

Some have taken retirement or moved on

and some were still plugging away at their

businesses as we are.

RETAILING is a constantly moving

segment of the economy. What worked

years ago just doesn’t work any longer.

Many wholesalers are learning that buyers

just don’t pick up the phones as often as

they click on websites and send emails.

The new breed of buyer can literally do

all of their business for the year without

even once speaking to a supplier! That

was unheard of in the 80’s and 90’s but

technology has changed the game.

WHETHER you agree with it or not

you need to adapt to the changing ways

of the industry. Here at our office, we

once had 15 phone lines in our prime

years. We’re down to 3 and now mostly

they are for outbound calls. Most inbound

calls are just salespeople and telemarketers

pitching. The bulk of our communications

is now through texting and emailing. I am

assuming that your business is the same.

WITH the weather getting nicer (seems

like it took forever to get here) shoppers

are hitting the marketplaces. They’re

breaking open their piggy banks, dusting

off their credit cards and shopping. With

the summer months approaching soon

many consumers will be taking road trips

and vacationing. That means they will be

spending money!

WHETHER your store is in a resort

market or not, there will be business to be

had. Make sure that your store has items

that shoppers want. I have visited many

stores over the years that are jam packed

with goods but the cash registers are not

ringing. It is because the stores are filled

with old, stale merchandise. Shoppers are

savvy so you cannot push old goods no

matter how much you discount it.

IF you’re in a resort area make sure that

your store is exciting and welcoming to

tourists. They spend a lot on all sorts of

items and it is a great opportunity to make

more sales by catering to this group.

FOR the month of June this is a great

time to sell gifts and items that you can tie

into school graduations or Father’s Day.

These are two occasions that generate

hundreds of millions of dollars in sales.

Make sure that your store is capitalizing on

this and getting your piece of the action.

AS we embark on our 46 th year in the

industry I want to extend my thanks and

gratitude to all of our supporters who

made this possible!

RETAILERS

FORUM

SALES & MARKETING

Gregory Brown

Tom Richards

Scott Savitt

Martin Stevens

OFFICE MANAGER

Leah C.

PRODUCTION

LAPIZ DIGITAL

CREDIT DEPARTMENT

Kristine Hines

CIRCULATION

Discount Reading Svc.

LITERARY STAFF

Patricia Luebke

Jason Meyers

Rachel Spearman

COLOR PRODUCTION

Anchor Imaging

PRINTING

Composing Room

ART DIRECTION

Gregory Stevens

Martin Stevens

OVERSEAS OFFICE

Trade Channel

N.W. Guineastr 30

2022 PA Haarlem

Netherlands

+31-23-531-90-22

Published Monthly by:

Forum Publishing Co.

383 East Main Street

Centerport, NY 11721

Tel: 631/754-5000

Fax: 631/754-0630

forumpublishing@gmail.com


45 Years

1981-2026

RETAILERS FORUM is published monthly at $75/year USA,

$125/year foreign.


Entire contents copyright ©2026 by Forum Publishing.

Publisher assumes no responsibility for contents herein.

First and third class postage paid at Centerport, NY. Bulk

mail paid at NY, Brookfield, WI and Hooksett, NH under

private mail indicia via publication mailing.

WHAT’S HOT

For more information, contact:

www.BuyersContacts.com


www.BoutiqueCloseouts.com


www.Forum123.com

Tel: 1-631-754-5000

BUSINESS DATABASES

GETTING new business is always on the top of the list for all businesses!

These days many businesses turn to email marketing to reach their potential

buyers and that can be very effective if you have the right lists to work from.

MAGAZINES and websites like ours at Forum Publishing are great to

advertise in if you are wholesaling merchandise for store owners, flea market

vendors and online stores. Many businesses also are looking to reach niche

markets that they can only target through specific databases.

THIS is where Buyers Contacts comes in! A subsidiary of Forum Publishing,

the company is a leader in B2B databases and marketing lists. One of the specialties

is targeting trade show attendees for over 2500 events annually. There is no better

way to reach prospects than targeting specific attendees at shows in your respective

industry. The Buyers Contacts website is easy-to-use and pricing quite transparent.

Special for our readers, use code 10OFF for 10% off!

TOP BOUTIQUE ITEMS

BOUTIQUE Closeouts is one of the most prolific wholesalers in the

fashion apparel space today. They have all of today’s current looks at closeout

prices that will create great margins for your store, flea market booth or

online store!

ALL of their merchandise is guaranteed authentic and are pre-loved gems

available at a fraction of the price. Shop the trend for your buyers of dresses,

shirts, blouses, tops, sweaters, pants, outerwear, shoes, accessories and more.

With new merchandise daily and NO minimum order you cannot go wrong

with Boutique Closeouts. You can stock up onesey-twosey without tying up

your capital and offering your shoppers great and varied selection.

THE company ships nationwide and always offers the latest top selling

designer clothing and accessories so you will always be current at your business.

THIS month they are offering a big selection of handbags at steep discounts,

including the Gucci “Jackie” Bag for just $360!

MAKE MONEY WITH

CLOSEOUTS

AS retailers, whether we are selling in a physical location or online we

need to have the most wanted goods at the best prices. The problem these

days is that goods have been costing more and our margins have been

shrinking. Retailers, flea market vendors and online sellers need to get

ahead of the curve.

THIS is why we all need to add closeout merchandise into our mix.

Closeouts are simply goods that have been overbought, packaging changed

or from a business that ceased. You can buy first quality items for pennies

on the dollar...WHEN you know where to buy them. Our CLOSEOUT

DIRECTORY shows you where with our listings of 100’s of closeout

dealers. Just $29.95 book or PDF.



RETAILING NEWS

Texas hasn’t built a real mall in 25 years—

and now one is gone

A chapter is closing at one of Texas’ most iconic malls—and with it, the last era of old-school enclosed

mall construction in the state, where no traditional enclosed mall has been built since 2001.

THE Shops at Willow Bend in Plano, once a symbol of early-2000s retail ambition, is now slated for

demolition within the next year as developers move forward with plans to reinvent the property as an

open-air, mixed-use district called The Bend. The transformation marks both an end and a reinvention: the

final major enclosed mall built in Texas, giving way to the next generation of retail design.

WE all remember the heyday of the mall: teenagers roaming and giggling with shopping bags in

hand, department stores endlessly packed with clothing racks and the mediocre but beloved taste of

food court Chinese.

IN Texas, that era quietly ended more than two decades ago. The Shops at Willow Bend, a 1.4-millionsquare-foot

complex built in 2001 by Taubman Centers, is widely considered the last traditional enclosed

mall constructed in Texas, according to The Dallas Morning News. Its upcoming demolition signals the

formal end of that development cycle.

DEVELOPERS told Chron earlier this week that the Plano mall is scheduled for demolition within the

next year. The Bend, an open-air mixed-use district, will rise in its place, focused on green space, retail,

restaurants, residential units, office space, and a hotel.

WHILE other traditional enclosed malls certainly still exist in Texas—like the Houston Galleria, which

opened back in 1970—there has been a notable developmental shift away from the traditional mall

layout.

Retail Space Supply & Demand

RETAILERS looking for space to rent will find an adequate supply over the course of this year, as existing

retailers under economic duress continue to either downsize or go out of business. That’s one of the

findings of a new study by property-analytics firm CoStar Group, which showed the U.S. retail vacancy

rate is anticipated to peak in the mid-4.4% range, edging slightly higher in 2026 before stabilizing and

gradually tightening in 2027.

WHEN it comes to net absorption of space, CoStar expects that closely watched measure to remain

modest through the first half of 2026 before improving in the latter half. By that time, the metric is expected

to average between 4 to 5 million square feet per quarter.

“MOVE-OUTS rose in Q1 2026 following a quieter close to 2025,” said Brandon Svec, National Director of

Retail Analytics at CoStar Group. “While first quarter move outs are typically elevated, historically resulting

in the weakest quarter of the year, this year’s increase was amplified by several large batch closures and

a higher closure rate among mom-and-pop tenants. Store closures are expected to remain somewhat

elevated in the near term as certain discretionary and value challenged retailers continue to rationalize

footprints amid slower sales growth and rising operating costs.”

THE forecast carries both downside and upside risks, with the balance currently tilted to the downside,

said Svec. “Significant uncertainty remains around the impact of increased oil and gas prices on an

already fragile customer.

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FORUM WORKSHOP

Getting

forumworkshop

Getting & Keeping

and Keeping

Your Shoppers

Your Shoppers

In Any Economy

in A N Y Economy

TECHNIQUES

& STRATEGIES

TRY AND KEEPS

Defiant Dan or Threatening Thelma, since the

basis for their defiance or threats is removed.

The percentage “close” (those who will keep it)

on Try and Keeps is particularly good with

Cautious Carols, Poor Pauls, Career Cathies,

and Junior Johns.

We have all heard the adage that “possession is

nine-tenths of the law.” Well, it may not work

that well in sales, but it does work. The concept

of Try and Keeps is simply to have the customer

experience the product - service and then

provide an incentive for him to “keep” it (or in

essence, purchase it.)

There are a variety of forms of Try and Keeps.

These range from simple try-out periods where

one can experience the product - service to outright

delivery, set-up, and usage of a product

for a specified trial period at no cost or a reduced

rate. Perhaps one of the best known is

the new car test drive. Automobile sales people

always want the folks in their showroom behind

the wheel. They know how hard it is to resist

that new car smell and even harder to resist

if you keep the car over the weekend and your

neighbors notice!

As you might imagine, Try and Keeps are a disaster

if a Returnaround Rhonda responds. On

the other hand, a Try and Keep works great

with a Slow Sally. Try and Keeps often defuse a

Try and Keeps do best in the strategy - positioning

grid when there is movement toward

stronger demand combined with economic upturns.

This provides a comfort zone where the

consumer is trying the product - service and

will likely keep it on the basis that “things are

getting better.” This is also the time to begin

moving prices upward prudently. Try and

Keeps work well when movement is from

medium toward high on the grid (positions

number 5 toward number 4, 2, and 1). When

movement is trending downward on the grid,

the psychological environment for Try and

Keeps shifts to a big caution in the consumers’

minds. This caution signal says play it conservative

– either don’t keep it or don’t try it now.

BUILD SELLING

Designed to build repeat business through an

increase in the reward or payoff for multiple

purchases, Build Selling works well in times

when building customers loyalty is the prime

strategy.

continued...

RETAILERS FORUM MAGAZINE | MARCH 2018 Page 39


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HERE ARE SOME POST-SELL TACTICS

WHICH MAY HELP YOU.

• The Special Envelope: Present a note or card

to the customer about

to depart with a personal

note and strong

incentive to return.

For example, “Dear

Mr. Important Irving,

it was our honor to

serve you. As I know

your preference is for

the water-view rooms, for your next visit I am

reserving the Presidential Suite for you at no

extra charge. It also has a lovely water view. We

look forward to seeing you soon.” Other Special

Envelopes can include discounts, upgrades,

or complementary items, etc.


forumworkshop

FORUM WORKSHOP

• The Unique Offer: You can tie the just-completed

purchase to the next one through a

unique or strong incentive. For example, “Ms.

Lost Lucy, if you will return this card the next

time you’re back in the store, I am going to see

that you receive a special matching wallet and

key case to the purse you just purchased, absolutely

free. They will be reserved in your

name. Just

ask for me or

Ms. Helpful,

my manager.

That’s her

signature on

the authorization

card.”

continued...

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forumworkshop

FORUM WORKSHOP

Frequently, customers who respond to Build

Selling like or want the same point-ofencounter

employee involved with their transaction

just to be sure nothing gets lost. In

communicating with both your point-ofencounter

personnel and your customers, try

to avoid changing the rules or programs. Such

changes can be perceived as you breaking your

promise. Changing the rules mid-stream will

bring Defiant Dans and Threatening Thelmas

down on you in a trice. No one will feel happy

about you removing an award or making it

harder to get, especially once they’ve gotten

☺ ☺

close to earning it. Point-of-encounter employees

will hate to give the bad news to the customers.

Build Selling can work well, but it

requires consistency and superior communications

on all fronts.

PERSONALIZED SELLING

This is the sales approach most closely

related to the quality service approach.

It is designed to appeal to the individual’s desire

to be recognized and may also include “ego

pleasers” in its scope. In this case, the individual

consumer is recognized by name (not number)

and, where possible, may even be assigned

to one sales or point-of-encounter employee.

continued...

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forumworkshop

FORUM WORKSHOP

This technique often requires building a customer

history or profile ultimately to provide

the service level expected by the customer.

Personalized selling

works well at all times

and all positions on the

strategy grid. One note

of caution: with certain

customer characters,

personalized selling

may not be well received

when the demand

- price strategy

is located in the numbers 6–9 grid positions. Examples

include Important Irvings who really

don’t want to be recognized at low-price sales,

Career Cathies and Junior Johns whose upward

movement takes any downward association

into an uncomfortable or perceived backward

situation, and to some extent Lost Lucies and

Poor Pauls who prefer anonymity as a comfort

zone in life. When times are good, personalized

- recognition selling works wonders with most

people, but especially with Slow Sallies and Important

Irvings.

Personalized selling requires procedures and

methodology for point of encounter situations.

Customer preferences need be recorded

and recallable. Name recognition and needs

recognition become as important (or more important)

than pricing or promotional offers.

Personalized matches or napkins, nameplates,

monograms, specials cards (VIP plastic) and all

other personal recognition are a few examples

of personalized selling tools.

continued...


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forumworkshop

FORUM WORKSHOP

REPEATS - COME BACKS

When someone has just purchased, or

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These Repeat - Come Back offers take many

shapes and forms, ranging from the simple

card offering a special discount with the next

purchase, to more elaborate special invitations

and promotional offers.

Repeat - Come Back offers

provide a dual purpose

in that they say

“thank you, we appreciate

your business,” and

also provide an incentive to return. The closer

to the actual last point of encounter the offer is

made, the more likely the success of customer

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would be to most businesses’ advantage to provide

one come back offer. After all, repeat customers

are your least expensive to obtain and

most profitable.

It is very difficult for human nature to resist

offers such as a complementary dinner on

your next visit, an upgrade to a suite or first

class seat on your next trip, or a 50% discount

on your next purchase. In fact, some customer

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enticements. Characters like Fast Freddie, Loud

Larry, Defiant Dan (he just loves to test such offers),

and Mr. Important Irving are prime targets.

continued...


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FORUM WORKSHOP forumworkshop

These Repeat - Come Back offers are most effective

when the incentive to return is a strong

one. In markets where demand is declining

(grid positions 5, 6, and 8), such offers can

maintain market share and customer loyalty

and are an excellent defense against price-cutting

competition.

of such offers and the repeat bond that can be

built. This personalization approach is particularly

effective with Career Cathies and Junior

Johns. These individuals respond to the recognition

aspect of the repeat offer and begin to

build a feeling of comfort with the individual

providing the offer.

Further, the Repeat - Come Back offer, if presented

on a personal basis by your service or

sales representative, builds a personal relationship

at the

critical point of

encounter. It

would not be a

rarity to have

customers forgive

a service

flaw because

and

SWITCH AND SAVE

The concept of a Switch and Save works

in selling up as well as selling down

With a Switch and Save, the objective is to take

market share, convert consumers to your brand

and “switch” customers to purchase a more

profitable product or service. There are many

forms of Switch and Save for both selling up

selling down approaches. continued...



forumworkshop

FORUM WORKSHOP

When selling up, a Switch and Save can

be packaged with a value orientation.

For example, “For only a few dollars more,

why not have the better model with all the

features. In the long run, you will really

save.” You may imply actual dollars,

time, or labor savings.

Another rationale that works well when selling

up with a Switch and Save centers on ego and

prestige. “Why not switch to this brand? It is

much more prestigious and recognized, and

now is its only sale so you can really save.” In

both practice and reality, the item or service

switched to actually costs more (the savings in

the perceived savings off the non-sale price).

Lost Lucies and Poor Pauls are customer characters

whose nature is particularly responsive

to the up-sell Switch and Save.

The up-sell Switch and Save works very well

when movement in the market demand is

trending upward (from grid position number

6 toward number 1.) When the demand is in a

decreasing pattern, a Switch and Save in the

form of a selldown

works

to retain the

customer

equally well.

Cautious Carols,

Fast Freddies,

and

Impatient

Irenes are

most responsive

to this.

continued...

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forumworkshop

FORUM WORKSHOP

A sell-down Switch and Save is the exact opposite

of the sell-up Switch and Save. In the

sell-up, your emphasis is on the switch, with

save being defined as “a lower price of a more

expensive item.” In the sell-down Switch and

Save, the focus shifts to the word “save.” The

objective is to retain the customer or achieve a

purchase by switching to a less costly product

or service which still meets most of the customers’

needs. In these circumstances, the following

phrases might be heard: “Why not save

25% and purchase this one? It is practically the

same.” or “Look, you still will be able to have

what you really want if we go with the demonstrator

at two thousand less.” The stronger the

Switch and Save in terms of the actual “save,”

the more likely the customer will purchase, as

long as there is some good comparability to

their initial wants and needs.

PAY LATER - FREE FOR NOW

As market demand dwindles in the

valley of lowness, the more Pay Later -

Free For Now plans emerge.

The concept of Pay Later - Free For Now selling

is essentially the same as Try and Keeps.

The difference is that Pay Later - Free For Now

are geared toward down times, as this technique

allows the consumer actually to take possession

or

experience

the service

without paying

(until

later).

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There are many varieties

of this form

of selling such as:

take your vacation

now and pay for it

with your tax return

next Spring, or

no payments until

Fall. The rationale

and handling of

this transaction

with your customer is touchy. First, the obvious

embarrassment factor (customer has no available

cash at the time of desired purchase)

needs to be avoided. So, a substitute rationale

needs to be suggested by the point-ofencounter

employee. This might be expressed

as follows: “This is a good deal and they (an intentionally

nebulous pronoun) have allowed us

to make this special offer that won’t tie up your

cash” or “I’d take advantage of this no interest

charges for 90 days offer.” Reasons for handling

this type of offer delicately are to keep the customers

from thinking there may be something

wrong with the deal and changing their minds.

Frequently, untrained point-of-encounter employees

may lose the sale and the customer by

simply saying the wrong words.

EXAMPLES ARE:

“I know things are tight or uncertain right

now, so why not worry about it later,” or

“You can still avoid the interest charge if you

pay in full upon receipt of the first bill.”

These phrases obviously obviously cause

the customer to think versus respond.

continued...




UP-FRONT SELLING

When times are really bad, many businesses

use Up-Front Selling to stimulate cash flow.

To be successful,

Up-Front Selling

needs to be

packaged, usually

under the

guise of a “substantial

savings.”

Airlines

are perhaps the

most recognized for Up-Front Selling techniques

through the “advance purchase” ticket.

The discounts associated with such advance

purchases form a savings motivation for the

customer.

Selling advance purchases in downtrending

markets works well with a variety of customer

characters. Defiant Dans, Loud Larries, Fast

Freddies and Impatient Irenes all like to snap

up the bargain and go for it. On the other hand,

Lost Lucies, Cautious Carols, and Poor Pauls

find it just too complicated or overwhelming –

especially when conditions or restrictions are

attached to the offers.

Point-of-encounter employees should focus

on the substantial savings when communicating

with the customer in the pre-sell arena. At

the point of actual consumption, the customer,

whenever possible, should receive the same

treatment as if it were a regular purchase. Also,

it is important to state clearly any conditions,

especially with respect to refunds or penalties

with any advance purchases. continued...

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forumworkshop

FORUM WORKSHOP

DOWN-SELLING

When your objective is to go for

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you are forced into selling to survive,

Down-Selling may work for you.

Threatening Thelmas and Defiant Dans are just

waiting in the wings for you to misrepresent

the terms of any up-front sell or advance purchase.

When confronted by such customer

characters, if you can bend the rules to convenience

them, you will convert them to a regular

customer. Of course, they will expect you may

again allow them to break the rules if they

threaten loudly enough.

Down-Selling may also be employed at any

point on the positioning grid for other reasons

such as to encourage trial business, to steal

customers from competitors, or simply to get

a consumer to purchase. Unlike the various

forms of discounting, Down-Selling seeks to either

substitute a less costly product or service

(one more in line with the customer’s perceived

expenditure level), or seeks to sell the same

product or service in lower demand periods for

less.

continued...

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Down-Selling works well with Social Sams,

Cautious Carols, Loud Larries, and Fast Freddies.

Down-Selling almost never works with

Mr. Important Irvings or Returnaround Rhondas.

The former views it as degrading and the

latter as potentially limiting the game they like

to play.

BRAND SELLING

A ”brand” is one of the most valuable sales

tools you can employ. Just as people have

become conditioned to using coupons,

so, too, have they learned to look for

or respond to brand messages.

Interestingly enough, both the use of coupons

and the preference for brands cut across almost

all market segments. Brand Selling in its simplest

dimension is selling your brand versus

trying to discount or provide value added services.

The sales technique is straightforward:

“This is the brand I would recommend,” or, “If

you’re looking for value, you can’t beat

Smith’s.”

Selling a

brand is

selling

the “personality”

the product

or

service has established. What brands stand for

or the perception consumers have of the brand

is the core of a brand’s personality. Some

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forumworkshop

FORUM WORKSHOP

=========== forum workshop============

Others are more closely identified with

value, and others identified with price.

Some brands are “type” brands and others

called “designer” brands.

The real keys to selling brands are:

1) understanding the direction or mood

of the overall marketplace,

2) identifying the type of customer

character you are dealing with, and

3) responding with the right message.

In general, brand selling works best at the two

ends of the demand - price positioning grid

(positions 1, 2, 8, and 9). In the best of times,

possessing perceived top quality or “in” brands

is

another,

almost a national

more serious

pastime.

flaw.

And, in

Members

the worst

of of times, Itel's people management tend to look team for "were value, aware which

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FOR RETAILERS·-

Keep four Customers & Staff Safel

then takes on a slightly different definition. In

low-demand periods, a real value is a brand or

known quantity near the at end a sale of or 1978 discounted that Itel's price.

The real computer value-seekers leasing respond business to a variety was of

sales messages

in serious

such as:

difficulty

“This is a once

and

only

that

opportunity

to buy

Itel's computer-sales business

BRANDING Brand X at a

was slowing and was threatened

substantial percent

off,” or

by new BRAND IBM Xtechnology".

“You’ll never

With this knowledge, see this price Itel's on

senior management Brand sold X thousands

of shares of or Itel “Now stock you

again,”

to the public at prices can have ranging the

from $26 to $32.50 quality per of share Brand

( the stock later fell

X

to

for

less

the price

than

of

one of these unknowns.”

$1 per share). The Examiner's Report

stated that such a sale was probably a

continued...

continued ...

Page 62 DECEMBER 2024 I RETAILERS FORUM MAGAZINE


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forumworkshop

FORUM WORKSHOP

Point-of-encounter employees need to focus

on Brand Selling as a opportunity to up-sell

certain customer characters. Particularly responsive

to Brand Selling are Junior Johns, Career

Cathies, Lost Lucies, Poor Pauls and

Cautious Carols. Interestingly enough, also

very vulnerable is Mr. Important Irving. However,

here the key to the sale is to offer brand

choice, assuming both brands are your most expensive

and profitable items.

☞When using Brand

Selling simply to

encourage sales in

low-demand periods,

a comparative

sales technique is

often employed.

The selected brand to be pushed is compared

to an unknown of perceived lesser quality

which may actually be artificially marked up in

price to suggest price parity. Thus, the consumers’

perception is that the known commodity

– the brand – appears a real value since it is

superior to the unknown quantity, but now offered

at the same relative price. You have created

a comparative choice and stacked the deck

for the brand to be purchased. Customer characters

who can’t resist this approach include

Loud Larries, Fast Freddies, and Defiant Dans.

Actually, you have a good chance to sell all

character types with the exception of Mr. Important

Irving. His mentality suggests there

must be something slipping in the brand’s

quality or reputation if it is not more expensive

than an unknown.

continued...

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forumworkshop

FORUM WORKSHOP

OTHER SELLING TECHNIQUES

AND APPROACHES

There are other variations or approaches to

selling that can help you win customers in

good times or bad. These include:

• Concept selling: This is when you’re selling

a lifestyle or an alternative to the usual, instead

of selling an actual production service.

• Tie-in selling: This is where you combine

your product or service with another in order

to create a stronger reason to purchase both

goods or services.

• Co-op selling: This is similar to tie-in selling

except it may not require the purchase of both

goods or services. You’re simply selling both

and either may be purchased.

• Promotional selling: This is a form of loss

leader offers or introductory offers. There are

many more.

I use Selling

Techniques

The significant point

is that regardless of

the sales technique

employed, for it to

be most effective, an

understanding of the

marketplace, knowing

your customers,

and training your

point-of-encounter

employees to appropriately

respond

must all occur.

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Likewise, to keep customers and obtain

new ones in good times or bad requires

these fundamental steps:

• Assess the direction of the market

• Evaluate your competition

• Understand your customer characters

• Select the appropriate sales technique(s)

• Respond with the correct

messages or signals

• Train and motivate all

point of encounter personnel

Finally, remember, as the market movement

occurs, your customer(s) are also dynamic.

This means their needs and the signals that relate

to these needs shift with the market. While

they may not change the core of their customer

character, they

may well begin

to behave and respond

more in

line with the

forces of the marketplace.

By

using the market

demand - price

strategy grid,

you can plan

your responses

to be on target

with respect to

your customers

and your competition.

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forumworkshop

FORUM WORKSHOP

THE UP CHART

THE DOWN CHART

Techniques Best Targets

Up-Selling - Important

Irving, Lost Lucy,

Cautious Carol, Poor Paul

Value-Added Selling -

Career Cathy, Loud Larry,

Junior John, Fast Freddie

Build Selling -

Fast Freddie, Impatient Irene, Defiant Dan,

Important Irving

Personalized Selling - Important Irving,

Career Cathy, Junior John, Slow Sally

Repeats - Come Backs - Fast Freddie, Lost Lucy,

Defiant Dan, Important Irving, Career Cathy,

Cautious Carol, Social Sam

Brand Selling - Junior John, Important Irving,

Career Cathy, Lost Lucy, Poor Paul, Cautious Carol

Techniques Best Targets

Value-Added Selling - Loud Larry, Fast Freddie,

Impatient Irene, Cautious Carol

Try and Keeps - Slow Sally, Defiant Dan,

Threatening Thelma, Cautious Carol

Repeats - Come Backs - Social Sam, Fast Freddie,

Defiant Dan, Junior John

Switch and Save - Lost Lucy, Poor Paul,

Cautious Carol, Fast Freddie

Pay Later - Free for Now - Fast Freddie,

Junior John, Impatient Irene, Social Sam

Up-Front Selling - Defiant Dan, Loud Larry,

Fast Freddy, Impatient Irene

Down-Selling - Social Sam, Cautious Carol,

Loud Larry, Fast Freddie

Brand Selling - Fast Freddie, Loud Larry,

Defiant Dan, Impatient Irene

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forumworkshop

FORUM WORKSHOP

many studies draw correlations between ity ity and and profitability. Some quantitative models

suggest there is is a a theoretical payoff point where

Many firms and and organiza-

the the investment in quality peaks maximizes the the

tions strive for for quality.

return on on that that investment. As As you you look look around

They display the the awards the the business world you’ll see see how how many com-

they’ve won won for for service

panies could easily, and and perhaps inexpensively,

excellence, proudly – but – but

better their customer service – – and and thus thus im-

im-

they’re prouder of of their

prove profitability. Comparatively few few compa-

devotion to to quality and and nies, nies, however, reach or or exceed this this investment

the the recognition it it earns in in quality payoff point. Most are are willing to to set-

set-

them than than of of the the award. tle tle for for lower profits, lower investments, lesser

These firms usually are are

effort. This This book is is an an attempt to to reverse that that

among the the more success-

trend – – although an an excess commitment to to

ful ful in in terms of of profitabil-

quality cannot be be recommended either. Obviitity

and and sales growth.

ously it it would be be great customer service to to fly fly

your foreign clients over over on on the the Concorde, but but

True, high high quality products and and top top flight serv-

it’s it’s the the rare rare commodity that that could justify that that

qual-

THE ART OF OF WINNING

ice ice don’t guarantee profitability or or sales. But But kind kind of of expense.

continued...


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+

Profit - Loss

–

PAY-OFF GRAPH

Cost of Delivery

A

0% Customer Satisfaction 100%

In the graph above, point A, the investment in

quality and delivery of such (sales less quality

production and marketing costs) is the optimum

point at which the greatest return on investment

results. Investment to achieve either

greater sales or higher levels of service (quality)

will cost more than they will potentially

return. There are many reasons this phenomenon

occurs.


These include:

1) the incremental investment causes the

price to exceed what the market will bear,

2) the incremental quality achieved is

beyond what the market expects

(perceives is necessary), and

3) lower cost alternatives become more attractive

as a result of greater price differentials.

➧

In this graph the dotted

line representing cost of

delivery is representative

only. For your business,

the line will probably not

be straight or at the same

angle level.

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forumworkshop

FORUM WORKSHOP

SERVICE AND SALES SYNERGY

Once you accept the premise that you can

overinvest to achieve quality and actually

reduce your market, you should be ready to

focus on the premise of the need to create a

service level and sales strategy that will

achieve the highest returns for you.

How can you reach Point A previously referenced

in the graph for your business? Also,

how can you achieve Point A for the consumer?

The consumer views Point A as the “value”

point, defined as “quality at a fair price.” Assuming

marketing and sales have communicated

with on-target messages about both the

price and quality, the customer should find

Point A as the point at which his or her expectations

(for both quality and fair price) are best

met. When this synergy between the quality

(service levels) and sales (marketing messages

- price) are achieved, you have the necessary ingredients

to add up to a winning formula for

success.

continued...


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In essence, understanding your market needs

and responding appropriately are the base

steps to developing a customer-retention relationship.

Adding the appropriate sales technique

will help you close the sale or take

market share. Having a quality product or service

is only a base ingredient of a more complex

formula involving both “internal” (to your own

product-service offering) and “external” (to the

consumers’ needs/types strategies or focus.

Traditional Contemporary

(Internal Focus) (External Focus)

• Product quality • Consumer needs

• Cost-drive price • Cost related to meet

needs (expected price)

• Marketing - • Sales - marketing

promotion related customer type

• Distribution • Communication

(between points of encounter & customers)

WHO WINS AND WHY

The winners are those who

achieve a synergy between

the internal and external focus.

The winners’ actual product quality matches

up best to the consumers’ needs (internal perspective

on target with external focus). The

winners produce

the quality product

or deliver the

quality service

with prices in

line with the customers’

expectations.

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The winners’ stated

marketing - sales approach

relates directly

to the customers’ rationale

(and customer

types) for purchasing

the product-service.

And, at the points of encounter, the productservice

delivery allows for the two-way communications

process desired by the customer to

occur. This latter point is often critical toward

achieving total customer satisfaction. The

mechanism must exist for dialogue with the

customer, for dialogue is considered essential

to a quality product-service purchasing experience.

This dialogue, or feedback mechanism, is

virtually required by many of the customer

characters (types) described earlier. It is an integral

part of their total purchasing process.

Everything winners do to produce

and deliver a quality product or service

experience has a common platform

– the customer.

The greater the focus on the customers’ needs,

the greater the opportunity to win. This singlemost

focus helps set the parameters for quality

delivery, price, marketing messages, and pointof-encounter

communications. Winners understand

the traditional internal fundamentals but

do so with their focus on the contemporary external

customer marketplace. Winners adjust

and respond to the external focus by adapting

compatible internal strategies. The resultant

synergy produces sales.

continued...




MOTIVATING YOURSELF AND OTHERS

Converting winning potential into sales

requires going beyond the purely tangible.

Those who really win, love. They love life, their

jobs, people, helping, doing. A company wins

when its leaders instill this customer-winning

attitude in all employees.

Think of the leaders you consider winners. Isn’t

this the extra key to their success? Enthusiasm

for the job is with customers at all stages of encounter.

Management and employees are one

group or team. The job is what they are – not

where they work. They are a part of the delivery

process; they don’t witness it, or process

people through it.

Winners are involved

themselves

with the customer.

Of course they care

about the actual

product or service

quality production

process. But they

can participate in

this process with

the same perspective

as a customer. They gain by seeing things

from the customer’s perspective.

In fact, one of the best of all internal motivators

is to accept and implement a point-ofencounter

employee’s suggestion and let the

troops know about it, giving full credit to the

member who made the suggestion.

continued...


forumworkshop

FORUM WORKSHOP

Most often, quality delivery improvements

come directly from the customer directly, and

the second is from the front-line or point-ofencounter

employee. Do you have the communications

feedback processes in place that allow

such suggestions to occur? Moreover, do you

have a system set up to credit or, even reward

those who make such suggestions?

WINNERS ENJOY

THE PERFORMANCE

People who love their job perform.

And those who enjoy

their efforts become even

more motivated to repeat outstanding

performance. Their

motivation comes from both

the tangible rewards of good

performance (raises, bonuses, profit sharing,

stock, etc.) and from the intangible – from their

self-satisfaction at their individual and team’s

performance.

There are two main types of winners.

The first win because they do all the measurable

things that add up

to success. They work

hard, avoid mistakes,

follow through. Then,

there are those who

have one more aspect

to their character as

winners. Their inner

motivations may be

intangible, but also

unmistakable.

continued...

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An excellent company

has lots of these people

on its staff – because

the leaders want

it this way, and the

employees know that

and want to work

there. An example of

such a company is Disney, where the reputation

causes large numbers of applicants from

which the self-motivated winners are selected.

THE BEST AT THE

ART OF WINNING

The World Institute for Service Excellence recently

came out with a recognition list. Every

two years, the Institute updates its list based on

these eight areas in which an organization must

demonstrate excellence:

1. quality product-service delivery

2. customer relations

3. employee feedback system(s)

4. employee motivational-incentive

performance programs

5. sales and marketing programs

(consumer-trade)

6. communications to

employees and customers

7. recognition within their respective industry

and/or global operating environment by

peers and/or other evaluating entities

8. having programs-efforts

in place for a period of years

continued in next issue ...


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Retailers Forum Magazine June 2026

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