05 11 Lightrays Final Absolute Final

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I N T H I S I S S U E

2 Government Affairs

4 2011 ALA Annual Conference7 Showroom Management

9 Technology/Energy Efficiency

10 Education/Training

12 Association News

13 Rep Success

14 June Market

The American Lighting Association

is a trade association representingthe lighting industry, serving

members and their customers, andworking to protect and advance

the industry while promoting thesale and application of quality

lighting products.

May/June 2011 Volume 41, No. 3 www.americanlightingassoc.com

Paper or PDF?If you would prefer not to receivea paper copy of Lightrays, please

send your e-mail address [email protected].

A link to the electronic PDF ofLightrays will be e-mailed

to you for each new edition.

ALA and Leading Expert LaunchInternet Marketing Webinars in June

The ALA is partnering with JohnArnold leading web marketing

expert and author to offer a seriesof web-marketing courses designedfor showrooms and offered at a dis-count to ALA members. Te courses

begin on June 30. he ALA extendsa special thanks to this programs twomajor sponsors, Lutron and Juno.

he courses, which will be oered inboth live-webinar and recorded-webinarormats, include the ollowing:1. Web Marketing Basics How to

use the internet to get your businessin ront o prospects and customers. Thursday, June 30 (11 a.m. and2 p.m.)

2. Web Marketing Strategy Revealsseveral simple but powerul strategicmodels to help you create a winningmarketing plan. Thursday, July 14(11 a.m. and 2 p.m.)

3. Creating an Effective WebsiteShares the essential components o

creating an eective website andshows how to assemble your site ormaximum results. Thursday,July 28 (11 a.m. and 2 p.m.)

4. E-mail Marketing How to sendeective e-mail marketing messages

to prospects and customers. Thursday, August 11 (11 a.m.and 2 p.m.)

5. Online Advertising and Pay PerClick How to advertise your busi-ness on thousands o websites andthe top search engines. Thursday,August 25 (11 a.m. and 2 p.m.)

6. Social Media Marketing How tomarket your products or services toprospects and customers on social

media sites. Thursday, September8 (11 a.m. and 2 p.m.)7. Search Engine Optimization

How to make your business appearin Google search results when pros-pects and customers search or yourproducts and services.

Zia Eftekhar to BeInducted Into Hall

of FameZ ia Efekhar, CEO oPhilips ProessionalLuminaires NorthAmerica in Burlington,Mass., will be inductedinto the Lighting Hallo Fame on Sept. 13 at the ALA AnnualConerence in Palm Beach, Fla.

Etekhar was appointed chie ex-ecutive oicer o Philips Proessional

Luminaires North America as o January1, 2010. He is a highly respected 40-year

veteran o the lighting industry.Etekhar played a crucial role in the

integration o the Genlyte businessesinto Philips, and in his new role he willlead the drive to urther grow Philipsleadership position in proessionallighting systems and solutions in NorthAmerica. Under his leadership, PhilipsLightolier has evolved to relect the

needs o its customers.He has served in multiple leadership

positions, including chair o the ALABoard o Governors in 2003.

Zia is a classy gentleman and verybright, says Stanley Johnston, chairmano the ALA Awards Committee andpresident o Johnston Lighting Associates.He is always looking or the best andcorrect way to do things as contrastedby the expedient way. Zia served the ALA

rom the days when it was AHLI, and hehas served in many roles but always as acontributor and leader.

Etekhars ALA leadership roles include: 2010 Lamp Manuacturers Committee 2008-2009 Manuacturer Sales

Survey Committee 2008 Industry Open Forum

Committee Moderator 2007, 2010 Membership Campaign

Committee

2007 Eicient Lighting Initiative askForce 2001-2011 Finance Committee 2001-2004 Board o Governors (Chair,

2003) 1997-2000 BiNational Advertising

& PR Program Launch Committee(Chair)

Light Watch

Mark your calendars now forthese upcoming lighting events.

May 19ALA Live Webinar: Twenty CustomerQuestions Every Showroom Needs to

Answer About Todays New Light Sources

Sponsored by Bulbrite

June 16ALA Live Webinar: The Increasing

Importance of Lighting Metrics

Sponsored by MaxLite

June 23-27Dallas International Lighting Market

June 30

Internet Marketing Webinars beginJuly 21

ALA Live Webinar: ENERGY STAR Update2011: New Products That Are Part of the

ENERGY STAR Program

Sept. 11-132011 ALA Annual Conference

The Breakers, Palm Beach, Fla.

Business Experts and Industry Leadersto Speak at Conference

Business expertsRobert Stevenson

and Jon Schallert willbe eatured speak-ers at the 2011 ALAAnnual Conerencein Palm Beach, Fla.,this September.Additionally, industryleaders Zia Efekharand Rick Leaman will

make a keynote presen-tation at the event.

President o Seeking Excellence Inc.,Stevenson is an internationally recog-nized speaker and author o the booksHow to Soar Like an Eagle in a WorldFull of Turkeysand 52 Essential Habits

for Success. he ormer All-Americanathlete has owned several companies;sold internationally in more than 20countries; established and maintained

hundreds o accountsworldwide; and man-aged a worldwidesales orce.

At the ALAAnnual Conerence,Stevenson will pres-ent his latest keynotetopic, If You DontLike Change, You

Are Going To Hate

Extinction, wherehe will present case

studies rom some o the top companiesand indentiy tactics and strategies thathelped them succeed in todays volatilemarketplace.

Attendees will learn how to understandthe process o stimulating ideas; recognizethe value and importance o change;understand why resistance to an idea isnt

Continued on Page 8All times noted are for Central Daylight Time.

Continued on Page 15


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ALA Promotes Industry Interests at Annual Washington Mission

Adelegation o ALA members, ALAstaff and representatives rom IES

and IALD will travel to Washington,D.C., May 3-5, or the associations an-nual lobbying effort.

he 2011 ALA Washington D.C.Mission delegation will meet withmembers o the U.S. House and Senate,plus key sta members o the Senateand House Energy Committees.

We plan to meet with ive Housemembers and ive senators, says ALA

President and CEO Richard D. Upton,CCE. All but one serve on the Houseor Senate Energy Committee, andare in position to help us advance in-dustry interests. Importantly, we willhave the help o ALAs eight memberso Congress that we support throughthe ALA-PAC.

he issues that will be addressed bythe delegation include:

Limit the requency o lighting prod-

uct regulations to allow the industryto design, engineer, manuacturer,live with and recapture their invest-ment beore new regulations areconsidered/imposed

Work or the proper application olighting to be a vital part o regula-tory requirements impacting thelighting industry

Re-evaluate new ENERGY SARrequirements that oblige the industryto pay the expensive third-party tests

Work to add controls products to theENERGY SAR program

Gain repeal o the 4 to 7 percenttari on ceiling ans

Harmonize Canadian/USA energy

eiciency regulationshese are resounding issues that

truly need to be addressed, says RenePerez, vice president of Aransas Pass,exas-based showroom he Gallery ofLighting.

While we cannot predict outcomes,we know our government aairs eortshave been successul during the lastew years, Upton says. We are well-organized and we will be strengthened

with 12 ALA members who will be inWashington, D.C. with me at theirown expense to help ight or thelighting industrys interests.

his years delegation includes(as o April 1):

Clark Linstone, chair, chie inancialoicer, Lamps Plus, Chatsworth, Cali.

Eugene Ansbaugh, presidentand owner, Idaho Lights, CoeurdAlene, Idaho

Michael Ber, CLC, president, LightingInc., New Orleans, La.

Lars Bostrom, CLMR, president,Bostrom Lighting Sales, Raleigh, N.C.

Nick Cardello, owner, Cardello ElectricSupply Company, Pittsburgh, Pa.

M. homas Early, president,Burgess Lighting and Distributing,Forestville, Md.

Brad Heimann, president and COO,Cratmade, Coppell, exas

Eric Jacobson, CAE, vice president omembership, ALA, Dallas, exas

erry McGowan, FIES, LC, director

o engineering and technology, ALA,Dallas, exas

John McKiernan, vice chairman,Lutron, Coopersburg, Pa.

Ronald Milam, owner, LightingEmporium, Inc., Springdale, Ark.

Brooks Mouchette, president,Lighting Plus, uscaloosa, Ala.

Fred Oberkircher, FIESNA,Educational IALD, IDA, LC, IESrepresentative

Richard D. Upton, CCE, president/CEO, ALA, Dallas, exas

2011 ALA Policy

PositionsWhat are the American Lighting

Associations oicial policy posi-

tions? What are the government-

aairs issues the ALA is ighting

or in Washington, D.C.?

For a comprehensive look at the

ALAs government-aairs posi-

tions, download the ALAs 2011

Policy Positions at www.american

lightingassoc.com (click on

Resources/Government Aairs).


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Page 3 G O V E R N M E N T A F F A I R S


ALA-PAC Adds TwoNew Champions

Because o the continued growth oenergy efficiency regulations and

pending legislation, the ALA PoliticalAction Committee (ALA-PAC) hasadded two additional members oCongress as champions. Tey areSen. James E. Risch (R-Idaho), theranking member o the importantSenate Energy Subcommittee, andRep.Michael F. Doyle(D-Penn.), whoserves on the powerul House Energy

Subcommittee. Helping the ALA e-ectively interace with these championsare Gene Ansbaugh o Idaho Lightsand Nick Cardello o Cardello ElectricSupply Company, who will act as stronggrassroots contacts.

o keep the ALA-PAC inanciallystrong, undraising eorts have begun asthe association readies or the 2011-2012cycle o primary and general elections.

We urge every member to support

the ALA-PAC, says Jack D. Fleischer,CLC, president o Nashville, ennessee-based Hermitage Lighting Gallery andchair o the committee. he ALA-PAC acilitates the contacts we needto successully battle or the industry.Importantly, we have been winning.

he PAC serves as an eectiveentity or the industry by placing theALA in an impactul position withinWashington, D.C. It is supplemental

to, yet separate rom, the GovernmentAairs Committee. All activities o theALA-PAC are transparent and all undsraised or PAC contributions are segre-gated in a separate bank account.

Continuing ALA champions include:Sen. Mark Pryor (D-Ark.)Sen. Je Sessions (R-Ala.)Sen. Mary Landrieu (D-La.)Rep. Joe Barton (R-X)Rep. Pete Sessions (R-exas)

Rep. Fred Upton (R-Mich.)Rep. Henry A. Waxman (D-Cali.)ALA members interested in

contributing to the Political ActionCommittee (PAC) must sign priorapproval forms before the ALA maycontact them regarding PAC support.Permission to Contact forms maybe obtained from Cecilia Chavez at800-605-4448, ext. 232 or [email protected], ordownloaded at www.americanlightingassoc.com under Members/Resources/Government Affairs/Political Action Committee.

PAC contributions must be romindividuals, not companies.

Senate Sends 1099 Repeal Bill to Presidents Desk

The Senate voted to repeal the ex-panded Form 1099 reporting require-ments that were enacted as part o the newhealth care law last year, sending the bill toPresident Obama or signature.

he ALA, which has advocatedstrongly or 1099 repeal since last

summer, welcomed passage o the bill asnecessary relie or businesses that werebracing or burdensome, time-consumingreporting beginning in 2012. heexpanded 1099 requirements would haveorced all businesses to issue a Form 1099to vendors rom whom they buy goods

totaling $600 or more annually.he change could have resulted in

businesses having to issue hundreds oreven thousands o orms each year, trackcumulative payments to vendors and ob-tain tax identiication inormation romeach vendor.


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Page 42 0 1 1 A L A A N N U A L C O N F E R E N C E

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First-ClassCurriculum Set

for ConferenceT his years Annual Conerence prom-ises something or everyone, withpresentations geared toward all lightingproessionals as well as seminars specifi-cally tailored to showrooms, manuac-turers reps and manuacturers.

All audiences will gain valuable insightrom the eatured presentations. KeynotersRobert Stevenson and Jon Schallert,

as well as Zia Etekhar, CEO o PhilipsProessional Luminaires North America,and Rick Leaman, president and CEO oOSRAM SYLVANIA, will headline thisyears conerence (see p. 1 or details).

Seminars have been planned to meetthe needs o three dierent industrygroups: showrooms, manuacturers repsand manuacturers.

In the seminarMom and Pop on Top:How to Be Small but Play Large,taughtbyJon Schallert, showrooms will learnwhy Fortune 100 companies are nowtrying to reposition themselves as smallbusinesses and why mom and popshops suddenly have a huge competitiveadvantage. Schallert will also reveal whybecoming a destination business isproitable and how having a smaller se-lection o product than the competitioncan be turned into a huge beneit.

Manufacturers representatives willdiscover ideas for alternative directions,

markets, products and selling strategiesto increase revenues in the seminarNew Revenue Sources in a World ofDeclining Margins taught byBryan C.Shirley, CPMR.

Attorney at Law John M. CutlerJr. will cover the latest innovations insupply chain management, transporta-tion contract issues and suggestionsor improving eiciency in shippingand receiving products in his seminar

Current and Emerging Issues in FreightTransportation Facing Your Business,designed or manuacturers.

Additionally, two pre-conerenceCLC training sessions are scheduled orSunday, Sept. 11, rom 9 a.m. to noon,and rom 1:30 p.m. to 4:30 p.m.: Life AfterDeath: Opportunities for High Quality(and Energy-Efficient) Residential Lighting

After the Demise of the 100 Watt ALampand Providing Lighting Assistance to

Boomers for Residential Settings.Both CLC training sessions are

taught by Fred Oberkircher, FIESNA,Educational IALD, IDA, LC, who is anemeritus associate proessor at exasChristian University. Pre-Conerencecourse ees are $129 each or $179 orboth courses i registered by June 30.

Conference

RegistrantsOffered Chanceto Win $500 inBreakers Bucks

A ll ALA members whoregister and pay orthe 2011 ALA AnnualConerence by June 30,2011, will be entered to win$500 in Breakers Bucks,redeemable at Te Breakers. Te winnerwill be chosen by a random drawing andnotified via e-mail.

he $500 in BreakersBucks will be deliveredto the winner duringthe 2011 ALA AnnualConerence. he prize isnon-transerable.

Download a registrationorm at www.ALAConerence.com.


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Page 5 2 0 1 1 A L A A N N U A L C O N F E R E N C E

Industry Specific Softwarefor the Lighting Industry

Call for free demo 1-888-544-4809or visit: www.softlightusa.comNot available in New Mexico.

Things you should ask for in a lighting software package:

Is the software industry specific or was it written

primarily for another industry and adapted to

lighting?

Who provides support? When you call are you talking

to lighting people or someone who knows only about

writing software.

Are you charged more for adding computers to your

system or for using larger databases as your business

grows?

Is the software easy to learn?

LIGHTS from Softlightis a computer software program

that manages and organizes the daily functions for theLighting Industry and Lighting Showrooms.

LIGHTS from Softlightcan deliver reports and

paperwork at the touch of a key that can save you

many valuable hours of work. Customers are never

charged for adding more computers or features, and the

package is easy to learn. Visit the LIGHTS from Softlight

Web site or call for a complete demonstration.

LIGHTS from Softlight is veryeasy to use. All the information is

right there including the light bulbs

that need to be ordered. It is a great

investment for your lighting business.

Linda M. Pavletich, LS

Premier Lighting

Bakersfield, CA

SOFTLIGHTLighting Package


Conference UpdatesShowroom Scholarships

AvailableA limited number o manuacturer-sponsored scholarships covering the reg-istration ee and hotel or one delegaterom a qualiied showroom are availableto ALA member showrooms, with pre-erence given to showrooms that have notsent a delegate to Conerence beore.

For more inormation and to obtain ascholarship orm, contact Eric Jacobsonat [email protected] or Beth Bentley at [email protected].

Book Hotel ReservationsAll Conerence attendees should

make their hotel reservations onlinethrough the hotel reservation link atwww.ALAConerence.com or by callingthe hotel at 888-273-2537.

he ALA has negotiated a specialgroup rate o $179 per night, plus tax,based on single or double occupancy.

here is no resort ee. Contact the hotelor all suite options.All reservations must be received by

the resort no later than Aug. 9 or untilthe block is illed. Ater this date, roomswill be conirmed at the group rate onlyi available.

Manufacturers ExhibitSpace Almost Full

As o April 1, only 10 o the 54 spacesremain available or the Manuacturers

Exhibit Luncheon at Conerence. hispopular event allows manuacturers toshare product and company inormationwith showrooms in a no-pressure, non-sales environment.

o reserve a space, contact Beth Bentleyat [email protected].

Annual Golf TournamentSponsorships Available

Sponsorship opportunities are still

available or the 2011 ALA Annual Golournament at he Breakers OceanCourse on Sunday, Sept. 11.

I you are interested in sponsoringgol holes, drink carts or giveaways,contact Wendy Rollins at [email protected] or 800-605-4448, ext. 222.

Spouse/Guest EventALA spouses/guests are invited to

join James Ponce, he Breakers hotel

historian, or a private tour. his exclu-sive tour shares the history o the hoteland many un and inormative storiesabout ormer guests and legends thathave graced its halls. Lunch at the BeachClub restaurant will ollow the tour.

he event is limited to the irst 30

spouses/guests to sign up. For moreinormation, contact Elizabeth Ware [email protected] or

800-605-4448, ext. 221.

Conference Travel Discount CodesAmerican Airlines Code: 8191AF

800-433-1790 or aa.comAlamo BY #529118

800-354-2322

Avis AWD #B608500800-331-1212

Budget BCD# Z663400

800-527-0700Hertz CDP #089817

800-654-2200 (U.S.)800-263-0600 (Canada)

National Disc #5021601800-CAR-REN

Call for Webinar Topics

Do you have an idea or an ALAwebinar topic? Is there a par-

ticular subject youd like to study? TeALA wants your input. Please sendyour ideas or webinar topics to NiciJuneau at [email protected].


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Page 62 0 1 1 A L A A N N U A L C O N F E R E N C E


Conference ScheduleTimes and events subject to change.

Sunday, Sept. 117:30 a.m. 8:45 a.m. Finance Committee Meeting

8 a.m. 7 p.m. Registration Open

8:45 a.m. 10:45 a.m. Board o Governors Meeting

9 a.m. Noon CLC raining Session 1: Life After Death: Opportunitiesfor High Quality (and Energy-Efficient) Residential LightingAfter the Demise of the 100 Watt A Lamp

Noon 6 p.m. Gol ournament (arrive early or lunch, driving range, etc.)

1 p.m. 5 p.m. Networking Group Meetings

1:30 4:30 p.m. CLC raining Session 2: Providing Lighting Assistance to

Boomers for Residential Settings5:15 p.m. 6 p.m. New Member Orientation

6:15 7 p.m. New Members/First imers Reception

7 p.m. 8:30 p.m. Gala Welcome Reception

Monday, Sept. 12

7:30 a.m. 5 p.m. Registration Open

8 a.m. 9:45 a.m. Opening Breakast/Featured Presentation: If You DontLike Change, You Are Going To Hate Extinction

10 a.m. Noon Seminars:

Riding a New Wave to Success: Building on the EssentialHabits for Success

LED Filling in the Blanks Core Information to Help YouTransition to LED Landscape Lighting

Solutions for Reps Biggest Challenges

Current and Emerging Issues in Freight TransportationFacing Your Business

11 a.m. 1 p.m. Spouse/Guest Hotel our & Luncheon

12:15 p.m. 2:15 p.m. Business Lunch/Featured Presentation: Growth of theLighting Industry in North America

2:30 p.m. 4:30 p.m. Seminars:

Internet Marketing from Real Life Experience

New Revenue Sources in the New World of Declining Margins

How To Buy Right and Update Your Showroom

5 p.m. 6 p.m. Young Executives Reception

Tuesday, Sept. 13

7:30 a.m. 5 p.m. Registration Open

8 a.m. 9:45 a.m. Breakast/Featured Presentation: Driving Customer Trafficand Sales in the New Economy

10 a.m. 11:45 a.m. Seminars:

Mom and Pop on Top: How to Be Small but Play Large

LEDs and Residential Luminaires How to Put Them Together

Harnessing Technology to Sell More Lighting Products

Tribal Sales Cultures Outperform

Noon 2:30 p.m. Manuacturers Exhibits/Lunch

2:45 p.m. 4:30 p.m. Seminars:

Marketing Locally on the Internet

Integrating New Dimming Controls With EmergingLamp Technology

Relationship Marketing and How to Grow Your BusinessThe Five Biggest Mistakes Salespeople Make and How to FixThem

6:45 p.m. 7:15 p.m. Reception

7:30 p.m. Annual Banquet

Congratulations, Winners!

Congratulations to the ollowingwinners o the 2011 ALA Annual

Conerence drawings. Te ALA willhave many drawings over the comingmonths, with the next drawing slatedor June 30 or $500 in Breakers Bucks.All Conerence attendees who have paidtheir registration ees are eligible or theupcoming drawings.

he winners so ar: Adam Cohen

Ricci Sales Agency$250 in Breakers Bucks

Lucy DearbornLucia Lighting and Design$50 in Breakers Bucks

Shannon EllisCGE Sales

Free use of a cabana at heBreakers Palm Beach John Landolt

Wholesale Supply Group, Inc.Free Delegate Registration

Skip LeighLighting by FoxFree Room Night

Tom LillieHoltkoetter International, Inc.$250 in Breakers Bucks

Rita SantonCoventry Lighting, Inc.Free Guest Registration

Bob Warmbold, CLCAccent LightingFree Delegate Registration

Thank You, Sponsors

TM


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Page 7 S H O W R O O M M A N A G E M E N T

* Savings based on replacing a switch with a Lutron CL dimmer and replacing your incandescent bulbs with dimmable CFLs. Actual savings may varydepending on use and application. A high percentage of the savings derive from switching from the incandescent to the CFL. Typical residential savingsare estimated to be $22 per year. Stated savings of $50 based on replacing (5) 65 W incandescent reflector lamps (rated at 1,500 hours each, costing$1.75 per lamp or (5) 3,000 hour halogen bulbs costing $3.35 per lamp) with (5) 16 W CFL reflector lamps (rated at 8,000 hours each, costing $11.49per lamp) and dimming for 5 hrs per day with electricity cost of $0.1176/kWh. $50 savings further assumes lamps are dimmed to 50% perceived lightlevel, corresponding to 40% reduction in power level. For further details and to calculate your own savings, visit www.lutron.com/energycalc.

Available at your local lighting showroom. To learn more visit www.lutron.com/dimcflled.

Experience Energy Savings Beyond the Bulb

Shown in plum

NEW! DivaCLTMDimmer for:

Dimmable CompactFluorescent (CFL) Bulbs

DimmableLED Bulbs

Incandescent andHalogen Bulbs

Save Up To $50 Per Year*when combined with dimmable CFLs

Lutron dimmers save energy. The more you dim, the more you save.And if you paira Lutron CL dimmer with dimmable CFL or LED bulbs youll save even more energy. C Ldimmers help alleviate common problems that come from controlling CFLs and LEDs with

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Continued on Page 8

ShowroomsEducating

Consumerson Light BulbOptions

T he new light bulb requirements nowin place in Caliornia and BritishColumbia and in the rest o the UnitedStates and Canada as o Jan. 1, 2012 have created some conusion amongconsumers in local communities.

here is a huge amount o conusionamong customers right now, says BruceD. Paul, LS, CIRM, CLC, president oGrapevine, exas-based showroomPassion Lighting. It is hard to combatbecause people oten just ignore the actsbased on a ew articles they read thatmost oten are not written by anyonerom our industry and many times theyare misrepresenting the real situation.We have to dish out the ino in small

chunks so they are not overwhelmed.Steve Hansen, general sales manager

or Draper, Utah-based showroomLighting Design Company, is also seeingconusion in the marketplace. he pub-lic perception is that the 100-watt lightbulb is going to totally disappear, not

just disappear as we know it, he says.hey dont realize the things that willtake its place.

Legislation HistoryIn 2007, ormer U.S. President

George W. Bush signed the EnergyIndependence and Security Act into law.he provisions in this law were intendedto reduce energy usage and greenhousegas emissions and enable the UnitedStates to be less dependent on oreignsources o energy. One o the provi-sions provided or phasing out todaysstandard 40-watt, 60-watt, 75-watt and

100-watt general service incandescentlight bulbs in avor o lower-wattage,energy-saving bulbs.

he law sets minimum-perormancestandards aecting light output, wattsand rated lie or general-service incan-descent bulbs, making it necessary ormanuacturers to replace the popularincandescent bulbs with more energy-eicient versions, says erry McGowan,FIES, LC, ALA director o engineeringand technology. Additionally, newpackaging requirements in the U.S. willchange the way we choose light bulbs.

heres an eort underway to getpeople to buy light bulbs based uponlumens or light output rather thanon wattage, McGowan continues.hats good because bulbs should

be selected because they provide therequired amount o light, not because otheir power rating.

Choosing AlternativesAccording to McGowan, there are

three alternatives to the standard 100-watt, general-service incandescent lamp:the new, 72-watt halogen incandescentlamp, a 26-watt CFL (compact luorescent

lamp) and the LED or SSL (light-emittingdiode or solid-state lighting) lamp.

Although the halogen incandescentlamp meets the new 72-watt require-ment and is dimmable, it only provides1,000 hours o lie while costing around$2 to $3, as compared to 60 cents orthe old-ashioned 100-watt bulb lamp.Meanwhile, the 26-watt CFL also costsaround $2 to $3, yet it lasts or 8,000

hours eight times the lie o the halogenincandescent. he only drawbacks to theCFL are that it is not dimmable (althoughdimmable versions are now available)and it contains a small amount o mer-cury, so it must be disposed o careully.

Another potential choice is theLED screw-in bulb, McGowan says.Currently, it costs around $40 but


8/16

Page 8

Numbers Dont Lie

90% of consumers shop online 94% of retailers have a website

67% of pre-shoppers surf after 9:00pm 85% of pre-shoppers convert to buyers

Talk to the experts at MyLightingShowroom.com(0r, your business may be just another statistic of the past)

800.974.3243


Thursday, September 22 (11 a.m.and 2 p.m.)

8. Blogs, Video and Other Media

How to utilize onlinemedia to capture in-terest and sales romprospects and cus-tomers. Thursday,October 6 (11 a.m.and 2 p.m.)

9. Mobile Marketing How to reachpeople throughmobile devices such

as smartphones andtablets. Thursday,October 20 (11 a.m. and 2 p.m.)

10. Marketing Tools & Technologies Shares the essential tools and tech-nologies you need to market yourbusiness on the internet. Thursday, November 3 (11 a.m.and 2 p.m.)

he courses will be taught by JohnArnold, a leading marketing expert,

author, speaker, trainer and consultantwho specializes in marketing advice orsmall businesses.

Social media is one o the mostimportant marketing tools in businesstoday, and it is also the most conusing,says Kevin Herdt, CLC, president o

Austin Blus Lighting. John Arnoldscourses take the conusion out o socialmedia and show the savvy businessowner not only how to navigate social

media but to proitrom it.

I attended JohnArnolds seminar at theALA Conerence in LasVegas last September,says Fred Naimer, presi-dent o Union Lighting& Home. John openedmy eyes to where theinternet is today in rela-

tion to our business, andhe gave me an idea owhere it was going in the

not-too-distant uture. I was so impressedthat I had John come up to Montreal togive his presentation to my managementteam. We all agreed aterward that Johnwould be our consultant or our ventureinto the world o e-commerce.

o encourage members to sign up orthe courses, the ALA and Arnold are oer-

ing the courses or only $39 each a $20discount when ALA members use thecoupon code p1v8 to sign up or the classesat http://johnarnold.com/categories/ALA.Additional discounts will be oered orregistering or the entire webinar series.

Light Bulb OptionsContinued from Page 7

provides more than 25,000 hours olie. However, the drawback is its lower

output. Right now, there are LED bulbsthat can replace the 40-watt and 60-wattincandescent bulb, but not the 100-wattbulb.

Will consumers who only have $2 or$3 to spend continue to buy the halogenincandescent or will they switch to aCFL? I think its going to be very inter-esting to see what consumers do, whenpresented with a choice, McGowan says.Certainly the CFL would represent a

much better bargain because not onlydoes it save energy, it lasts eight times aslong as the halogen.

Seizing the OpportunityMcGowan believes showrooms can

beneit rom the general conusionsurrounding the light bulb issue bytaking advantage o the inherent salesopportunity. New light bulb technolo-gies present a way or showrooms to

expand assortments and drive revenuesas lighting experts.

here are lots o opportunitiesor showrooms to demonstrate theirlighting expertise and knowledge tocustomers, McGowan says. hey can

be a source o inormation to their localcommunities.

o this end, showrooms are taking aproactive role in educating their custom-

ers about the new light bulb require-ments and discovering an inherent salesopportunity in the process.

We plan on doing a series o articlesthat we will post on a ew sources, in-cluding Facebook, our website and on asocial media site, Passion Lightings Paulsays. We also plan to distribute to localmedia. We are also stocking up on bulbso various types in the showroom, someo which are stocked almost nowhere

else, so we can provide a more completeset o options or our customers and bet-ter inorm them.

Lighting Design Companys Hansenwas recently quoted as the expert light-ing source in the article, Incandescentlight bulbs being phased out, whichappeared on Salt Lake Citys www.abc4.com and in a segment aired on the localABC ailiate television station.

We train our salespeople in our

organization to try to educate the publicas part o their sales process, Hansensays. hereore when they have a ques-tion or their riends have a question, webecome the knowledgeable people whothey turn to.

Thank you, marketingwebinar sponsors

John Arnold Continued from Page 1


9/16

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items such as Finish, Style, etc., and wevealso worked to help standardize somecategories. his should make it much

easier or vendors to get data that is ALAdata-compliant, and it should also be ahuge beneit to showrooms and otherbusinesses that rely upon vendor data.

he Product Data Standard is setup as a simple one-page spreadsheet oall common attributes and pricing that

are typically used to describe lightingproducts. A manuacturer can easilysend this to its showrooms and reps,who can then quickly import data intotheir business systems and be completelyup-to-date. Manuacturers that use thestandard are recognized as being ALAdata-compliant.

I cannot stress enough how muchbeneit vendors will receive by getting

their data up to the ALA data standard,Petersen says. Most showrooms aregoing digital. One o the most com-mon things we hear is I we cant get a

vendors data into our system easily, itis very hard to sell their product. Most

vendors are now either ALA-compliantor getting close, and I think those thatinvest in getting there will see an imme-diate beneit.

ALA Members WinNext GenerationCompetitionHonors

E ntries by ALA member manuactur-ers were among the 42 commercialLED lighting products recently recog-nized or excellence by the third annualNext Generation Luminaires (NGL) SolidState Lighting (SSL) Design Competition.

he innovative, energy-eicient lumi-

naires that were selected demonstratedhigh lighting quality and consistency,glare control, lumen maintenance andluminaire appearance.

More products were proposed orsubmission to the 2010 NGL competitionthan ever beore 328, compared with 265in 2009. But because o the stringent docu-mentation requirements, only 138 productsactually made it to the judging phase.

he NGL competition was launched

in 2008 to promote excellence in thedesign o energyeicient LED luminairesor general illumination in commerciallighting applications.

Winning ALA ManufacturersAccent Lighting

ech LightingJuno Lighting Group

Recessed Accent LightingJuno Lighting Group (two ixtures)

Wall Washing and Grazing

Cooper LightingJuno Lighting Group

Decorative Pendant LightingJuno LightingPhilips Lightolier

Wall SconceEdge Lighting

Recessed DownlightsCooper LightingPhilips LightolierJuiceWorks

CREE LED LightingIn-Grade Lighting

Edge Lighting (two ixtures)

Product DataStandard UpdatedT he ALA Electronics & echnologyCommittee recently updated theALA Product Data Standard spread-sheet, which is used by the lighting in-dustry to simpliy exchanging item data.

he new Product Data Standardis a great step orward, says JasonPetersen, chair o the ALA Electronics& echnology Committee and presidentand CEO o XOLogic Corp./HansenLighting. We have added some missing


10/16

Page 10E D U C A T I O N / T R A I N I N G


ALA Launches On-Demand Webinar

ProgramF or members who would like to in-crease their industry knowledge butdont have time to attend one o the ALAslive webinars, the ALAs on-demandwebinar program offers a flexible learningormat. Featuring timely and on-trendtopics, the on-demand webinar programallows members to study whenever theywant, wherever they want. All they needis a computer and an internet connection.

Priced at only $39 each, the ALAson-demand webinars allow members toincrease their industry knowledge ontheir own time. Available 24/7 online,these webinars provide members withup-to-date training in a ormat that itswith their schedule.

On-demand webinars are a quickway to access classes 24/7 and a greatway to keep sta trained on a large vari-ety o topics with the ease o a computer

and no travel, says Nicole Juneau, ALAdirector o education. Earn CLC credit,stay up-to-date on the latest in the in-dustry or train a new hire. ALA contin-ues to oer live monthly webinars thatwill be added to our list o on-demandcourses.

o order, visit www.americanlightingassoc.com and click on Member Store.

Below are the on-demand webinarscurrently available:

Advanced Kitchen and Bath LightingSolutionsSponsor: ALA Education Foundation

The Realities and Myths of EnergyEfficient LightingSponsor: Philips Lighting

Concepts and New Technologies for Bathand Vanity LightingSponsor: Besa Lighting

How to Lay Out a Lighting Plan Quicklyand AccuratelySponsor: Kichler Lighting

How to Light a Media Room or HomeTheaterSponsor: Lithonia Lighting

How to Sell and Design a LandscapeLighting SystemSponsor: Philips Hadco

How to Sell Crystal for Maximum ProfitSponsor: Schonbek

LED and Solid State Lighting UpdateSponsor: Cree LED Lighting

Solutions, Inc. Sizing Techniques for Decorative Fixturesin Large Vaulted SpacesSponsor: American Brass & Crystal

Techniques for Improving Your LightingSales in Tough TimesSponsor: ARCRAF

Whats New in Recessed Lighting andHow to Sell it for Maximum ProfitSponsor: Cooper Lighting

Fundamentals of Lighting and InteriorDesign StylesSponsor: Dolan Designs

How to Sell and Design a LandscapeLighting SystemSponsor: Philips Hadco

How to Specify, Design and Sell LowVoltage Lighting: Concepts for InreasingHigh End and Custom BuildersSponsor: Westinghouse LightingCorporation

Expanding Your Lighting Sales intothe High End Remodeling and CustomBuilding MarketsSponsor: House o roy

Trends in Lighting Styles and NewTechnologiesSponsor: JUSICE Design

Are Incandescent and Halogen GoingAway? How to Prepare for an Energy-Efficient FutureSponsor: SACO

Dimming and Lighting Controls: HighTech Products to Increase Your Profit

MarginsSponsor: Philips Lightolier

How New Concepts in Crystal Design

Can Expand Your Customer BaseSponsor: Elegant Lighing

The LED Products Every ShowroomShould Stock and SellSponsor: Progress Lighting

Why CFL GU24 Lamps Should Becomea Major Part of Your Sales FocusSponsor: Alico Industries, Inc.

How to Sell, Select and Specify High-endRecessed Lighting for Maximum ProfitSponsor: Lutron

Whats New in LED Lighting in 2011:

Fundamentals to Advanced ApplicationsSponsor: Progress Lighting

Congratulations, New CLC

Joe DiFeo, lighting designerfor Greenbrook, New Jersey-

based Aura Lighting, recentlyearned the Certified LightingConsultant accreditation fromthe ALA.

A New Jersey resident who hasbeen in the lighting industry or morethan 20 years, DiFeo worked as an electri-

cian or many years, wiring andlaying out lighting designs in large

high end homes and estates.I ound a passion or lighting

and lighting ixtures o all types,DiFeo says. I decided to enterthe lighting-only realm and get

real lighting showroom experience andtraining. I started working in a local light-

Twenty Customer Questions About Todays NewLight Sources Every Showroom Needs to AnswerDate:May 19Time:11 a.m. CentralInstructor:Joe Rey-Barreau, AIA, IESCredit:1 CLC hourMember Cost:$39 per participant

In this seminar participants will learn: Why CFLs are an eective replace-

ment or incandescent bulbs andwhat to say to customers who dis-like their color

Which type o CFL is becoming thestandard or all new ixtures desig-nated or CFL use

What to say when a customer asks,Are incandescent bulbs beingbanned, and what do we use instead?

Five acts you need to know aboutLED lighting

Which applications are better or CFLuse and which are better or LED use

Sponsored by:

The Increasing Importance of Lighting MetricsDate:June 16Time:11 a.m. CentralInstructor:Joe Rey-Barreau, AIA, IESCredit:1 CLC hourMember Cost:$39 per participant

In this seminar participants will learn: Why an in-depth knowledge o color

temperature is becoming a necessityin lighting showrooms

When color rendering index shouldbe discussed and when it should not,and whether incandescents have acolor rendering number

Why a discussion o lumens, wattsand eicacy should be included inevery conversation with customers

How knowledge o lighting metricsis the best marketing technique orshowrooms to enhance their reputa-tion in the marketplace

Why it is important to discuss theconcept o lamp lumen depreciationwhen explaining the undamentalso LED lighting

Sponsored by:

ENERGY STAR Update 2011: New Products That ArePart of the ENERGY STAR ProgramDate:July 21Time:11 a.m. CentralInstructor:Joe Rey-Barreau, AIA, IESCredit:1 CLC hourMember Cost:$39 per participant

In this seminar participants will learn:

Which states are moving towardsimplementing energy codes thatwill govern the use o ENERGYSAR in homes

Why builders are becoming increas-ingly interested in energy-eiciencyand which ENERGY SAR prod-

ucts you should be stocking orbuilder sales

How the LEED or Homes programwill aect lighting sales, and whichENERGY SAR ixtures can beincluded or credit in the LEED or

Homes program What criteria deine CFL and LED

ixtures as ENERGY SAR and whatyou should be telling customers

How promoting ENERGY SARlighting increases your credibility inthe marketplace

Upcoming CLC-Credit Live Webinars

R

egistration orms may be downloaded rom www.americanlightingassoc.com(click on For Members). Contact Nici Juneau at 800-605-4448, ext. 226 or

[email protected] or more inormation.

ing showroom and quickly moved up

the ladder. As the years progressed andater working in and managing variousshowrooms, I am now at Aura Lighting inGreenbrook, New Jersey.

his is a brand new lightingshowroom that I assisted in openingwith two very good friends, a husband

and wife team, who are also long-time

lighting colleagues, from anotherlighting showroom, DiFeo continues.here, I work as a lead lighting de-signer, working on lighting projects forinterior designers and builders. I alsowork the sales floor assisting customerswith their lighting projects.


11/16

Page 11 E D U C A T I O N / T R A I N I N G


Four-Day LightingSpecialist Training

Set for June 6-9T he ALA will hold its annual our-dayresidential lighting training work-shop at Juno Lighting in Des Plaines, Ill.,June 6-9. Upon successul completion othe inal test, graduates o this course areawarded certiicates qualiying them asALA Lighting Specialists.

his intensive our-day workshopexplores undamental and advanced

lighting principles, design techniquesand sales strategies.

Stan Johnston, president o JohnstonLighting Associates, will lead the train-ing. Member cost is $525, plus travelexpenses. Additionally, all attendeesmust bring their own copy o the newlyrevised Residential Lighting Training

Manual, published in 2011.o register, visit www.americanlight

ingassoc.com and click on Member

Store, or contact Nici Juneau [email protected] 800-605-4448, ext. 226.

New ALACertified Lighting Consultant

As of April 1, 2011

Aura LightingJoe DiFeo

New ALA Lighting SpecialistsAs of April 1, 2011

Bright Light Design CenterJacqueline Mendelson

Carols LightingJimmy Shelton

Anita TeerKharris Lighting Design

Katharine HarrisLighting Design by Wettsteins

Alison ClarkLighting Unlimited

James MurphreeRenata Murphree

New ALA Lighting Associate

As of April 1, 2011The Hite Company

Debbie Benton

Cameron Cole, Legrand N.A. Ryan Davidson, Davidson Sales Lisa Dixon, Pace Lighting Sabrina Eckert, Legrand N.A.

Shannon Ellis, CGE Sales Steve Falk, Kichler Lighting Jack Fleischer, Hermitage Lighting

Gallery Nathan Frampton, Fanimation Monty Gilbertson, Lighting Design

by Wettsteins

Kerri Grawe, Juno Lighting Group Ron Hersh, Authenticity Lighting LLC Skip Hulett, S.L. Hulett & Assoc. Larry W. King, Capital Lighting

Abby Leavitt, Crown SupplyCompany, Inc.

Skip Leigh, Lighting by Fox Wendy Loing-Rossotti, Loings

Lighting, Inc. Jimmy Norris, Minka Group Jason Petersen, XOLogic Corp./

Hansen Lighting Rene Quintana, Fine Art Lamps Brett Robinson, Robinson Lighting Jason Scanlon, JDA Group

Jerey Seigal, Wolers Lighting, Inc. Je Sessler, Designers Fountain, Inc. Bill Solomon, AmericanFluorescent Corp.

Greg Vandia, Murray Feiss Lighting Judy Ziccardi, Lighting Innovation

2011 MembershipCampaignVolunteers

ony Davidson, Kichler Lighting, Chair

Richard Alan, Richard Alan &Associates, LLC

Jay Almer, Arrow Electronics, Inc. Chris Berumen, LC, oshiba Bill Branham, he Brecher Company Neil Caraccio, Michael Carr and

Associates, Inc.


12/16

Page 12A S S O C I A T I O N N E W S


Manufacturers Sales Survey ResultsReleased for Second Half of 2010

The American Lighting Associationrecently released the results o its fifh

consecutive Manuacturers Sales Survey,which reported on industry sales volumeor the third and ourth quarters o 2010.Tis most recent survey gleaned a positiveand impressive response rom the indus-trys largest manuacturers participating.

he only survey o its kind inthe lighting industry, the ALAManuacturers Sales Survey was designed

by a task orce o industry manuacturersand provides the most up-to-date dataon the lighting industrys sales volumeigures in various ixture categories. hesurvey was launched by ALA in 2009 andis produced twice a year.

One o the great needs o everylighting ixture manuacturer is accurateindustry sales data, says ALA President/CEO Dick Upton. he limited inorma-tion that previously existed was incom-

plete and not recent enough to be ovalue. his is why we initiated the ALAManuacturers Sales Survey to providethe industrys manuacturers with in-depth, timely sales data.

As a manuacturer, I ind the surveyto be very valuable, says Rick Seidman,

president and CEO o Quoizel, Inc. andchair o the Manuacturers Sales Surveyask Force. Armed with the survey data,I can determine the direction o markettrends, monitor industry changes andcalculate my companys market share.

My analyst has stated that the ALAsurvey is the irst piece o objective busi-ness intelligence weve had, Seidmancontinues. It is very useul to estimateoverall market capitalization and our

market share by classiication o product.he survey has been a wonderul tool.

o ensure conidentiality, theStatistical Operations Department othe National Electrical ManuacturersAssociation (NEMA) conducts thesurvey or ALA and e-mails the resultsto the participants. he inal report onlylists aggregate inormation, and no ALAsta or committee member ever sees anycompany data.

Its quite a testament to the ALA tohave as many participants as it does ona consistent basis, says Stacey Harrison,director o statistical operations orNEMA, who personally conducts thesurvey on behal o the ALA.

Although the survey is a ree service

Pillar of the Industry NominationsAccepted Through June 1

T he ALA is accepting nominationsor the 2011 Pillar o the Industryawards until June 1.

Up to three ALA members (manu-acturers, manuacturers reps and/orshowrooms) will be recognized or theirunique and meaningul service to advancethe lighting industry and the ALAs pro-grams and mission during the past year.

Only ALA members in good standingare eligible. Winners will be recognized

during the ALA Annual Conerence, Sept.11-13, at he Breakers in Palm Beach, Fla.

Nominations may be submittedby any person or group. o obtain anomination orm, contact Larry Lauckat 800-605-4448, ext. 227, or [email protected].

Cut Your Costs onOffice Supplieswith ALA Discount

TheALA/Office Depot preerred ven-dor program allows ALA membersto receive discounts on office supplies andother Office Depot services. Te ALA hasnegotiated deep discounts on a best buylist o more than 200 core office supply

items ranging rom paper to a wide selec-tion o ink and toner cartridges.

ypical core product discounts include:

Oice Depot Copy Paper

$35.99 - Retail Price$30.99 - ALA Online Price

HP Black oner Cartridge$96.99 - Retail Price$83.11 - ALA Online Price

Avery Address Labels$33.99 - Retail Price$17.22 - ALA Online PriceAlso, you can save an average o 5

percent o non-core items.For assistance, contact the ALAs

Oice Depot account manager,Marianne Buchanan, at [email protected] or at817.228.7298.

Members UseBright IdeasE-Newsletter

T he ALA provides members witha ree tool called Bright Ideas, asophisticated consumer e-newsletterwith lighting ideas and tips. Designedor consumers,the Bright Idease-newsletter makes theperect marketingtool or showroomsthat need contentor their monthlye-newsletter com-munications totheir customers.

Dave Clark,president o ClarkCommunicationsGroup, says his companyuses the Bright Idease-mail on a regularbasis. he inormation-rich content

appeals to core lighting customers,Clark says. We ind that the open rate isabout the same or Bright Ideasversus apromotional e-mail.

he Bright Idease-newsletter oersinteresting home lighting tips, interior

design ideas and other timely inorma-tion to consumers. It is delivered month-ly to consumers on the associations

e-mail contact list and also to membershowrooms or distribution to their cus-tomer lists. In this way, showrooms canbetter service their customers with de-sign, redecorating and remodeling tips.

We have a number o clients in theXO network that use Bright Ideasor

content on theirwebsites, says JasonPetersen, president& CEO o XOLogicCorp./HansenLighting. Its a terri-ic resource or them.hose that are usingBright Ideasare inte-grating with the ALAwebsite and thatsraising their searchengine visibility.

In act, we juststarted sending Bright Ideasto our show-room customers, and weve gotten a very

positive response, Petersen continues. Iwish we had started doing it a lot soonerbecause its easy content. We dont haveto spend a lot o time writing and de-signing our own content. And designers,in particular, love it.

provided to ALA manuacturer mem-bers, only participating manuacturersreceive the survey results.

ALA encourages every manuac-

turer to sign up and participate in theManuacturers Sales Survey. he surveyis easy to complete. o sign up to partici-pate in the survey, contact Brittany Glennat [email protected].

hank you to the following indus-try manufacturers who participated inthe recently released ManufacturersSales Survey:

ALICO Industries, Inc. American Brass & Crystal American Fluorescent Corp. American Lighting, LLC Artcrat Lighting Artistic Lighting and Designs Besa Lighting Capital Lighting Cratmade Crystorama Lighting Dale iany Designers Fountain Dolan Designs Emerson Ceiling Fans

Excel/Galaxy Lighting Fanimation Generation Brands LBL Lighting Monte Carlo Fan Company Murray Feiss Lighting Royce Lighting Sea Gull Lighting Products, LLC ech Lighting, LLC

GM Lighting Golden Lighting Hinkley/Fredrick Ramond Lighting Holtkoetter International

Hubbardton Forge Hubbell Lighting/Progress Lighting Hunter Fan Company Casablanca Fan Company

International Lighting JESCO Lighting Group Juno Lighting Group Justice Design Group Kalco Kendal Lighting Inc. Kenroy Home Kichler

Lite Source Inc. Litex Lithonia Maxim Lighting Minka Group Paciic Coast Lighting Philips Group Allscape Bronzlite Forecast Hadco Hanover Lantern Lightolier homas Lighting

Quoizel, Inc. Regency Ceiling Fans Schonbek Worldwide Lighting Inc. he Uttermost Company WAC Lighting

Westinghouse Lighting


13/16

Page 13 R E P S U C C E S S

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that in your rep contract it says that themanuacturer will indemniy, deend andhold you harmless. Also, you need to be

incorporated so youll have some insula-tion rom personal liability. You haveexposure or personal liability i youoperate your business as a proprietorshipor as a general partnership. I recom-mend that sales reps remember the threeis: incorporate, insure and indemniy.

O course, product liability insurance isexpensive, and were living in a time whenexpenses are increasing daily. In Canada,

you pay about $2,000 a year or $1 millionin liability and or every million ater that,its $1,000 more, Fennell says. As the repcontinues to oer this service, his insur-ance rates are going to go up.

Although product liability insuranceis costly, Beederman believes it will save

you money in the long run should a li-ability issue arise. In this day and age itsdiicult enough just to be a good sales

rep and to sell products, Beedermansays. Why not try to avoid issues thatcould take away money as opposed tomaking money? Making money is di-icult enough. Having to give it back orlosing it is even worse.

LimitingLiability as a

ManufacturersRep

In todays litigious society, manuac-turers representatives are increasinglyexposed to legal liability. As a result,manuacturers reps should take steps toprotect themselves rom liability exposure.

Changing LandscapeIt seems that the landscape o li-

ability or a rep is changing, says FredFennell, CLMR, a manuacturers repand owner o Barrie, Ontario-basedFennell Marketing & Sales, Ltd. Forexample, i a dealer comes to marketand buys some chandeliers, oten repswill oer to help install that product inthe showroom as a value-added service.However, now liability is involved. Isomething should ever happen, were onthe list to be sued because we hung the

product in the showroom.According to Daniel E.Beederman,

Esq. a Chicago-based attorney who hashandled legal issues involving indepen-dent sales representatives or 31 years Fennell is correct in his assessment.

Even i a sales rep is indemniiedand held harmless by a manuactureror products liability claims or warrantyclaims, there may be a question as towhether or not the reps actions inter-

vened and were the causal event o theproblem, Beederman says. his couldraise a dispute as to who is to blame. Wasit the ixture or was it the advice pro-

vided or actions taken by the rep? I amaware o reps who have been sued withinthe context o products liability claims.

Beederman believes reps today arebeing called on by their manuacturersto do much more than sell. he role oa sales rep has expanded, so not only are

they responsible or bringing a buyer anda seller together, but otentimes they alsoare providing services that a manuacturerused to employ people to do, he says.

Protecting YourselfWhat can a manuacturers rep do to

protect himsel rom a landmine o legalliability? One o the most importantsteps is to purchase product liabilityinsurance, so youre covered in the eventthat legal action is brought against you.

Make sure you have product liabilityinsurance, i available Beederman says.You also want to make sure that you arecovered as an additional insured underthe terms o the manuacturers productsliability policy. Additionally, ensure


14/16

Page 14J U N E M A R K E T

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Juno LED Mini-Pendants the intuitive choice for countertop lighting in leadingcontemporary dcors.

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2011 June Market ALA Board/Committee MeetingsAll meetings held in Suite 345 o the World rade Center.Thursday, June 237:30-8:30 AM ManufacturersRep Steering Committee Board Room

7:30 - 8:45 AM Education Committee Small Conference Room

9:00-10:00 AM Awards & Recognition Committee Small Conference Room

11:30-12:00 Noon 2012 Governors Nominating Board Room

12:30-1:00 PM 2011 Officers Nominating Board Room

3:00-4:00 PM Showroom Steering Committee Board Room

4:15-5:15/5:30 PM Manfufacturers Steering Committee Meeting Board Room

Friday, June 247:30 8:45 AM Education Foundation Committee Board of Trustees Small Conference Room

7:30-8:45 AM Public Relations Committee Board Room

8:00 9:30 AM Seminar Seminar Center

8:45 9:15 AM Education Foundation Nominating Committee Board Room

9:00 10:00 AM 2011 Conference Committee Small Conference Room

10:30-11:30 AM 2012 Conference Committee Board Room

11:30 AM 12:30 PM Certification Committee Small Conference Room

11:30 AM 12:30 PM Government Affairs Board Room

12:30 AM 1:15/1:30 PM PAC Board Room

2:00-3:00 PM Electronic Technology Committee Board Room

4:00-5:30 PM Seminar Seminar Center

4:15-5:15/5:30 PM Finance Committee Board Room

Saturday, June 257:00-9:15 AM Board of Governors Board Room

8:00 9:30 AM Seminar Seminar Center

ARTS Awards Voting Open Online

Online nominations are being ac-

cepted or the 23rdAnnual ARSAwards through July 1.

Presented by the AccessoriesResource eam and the Dallas MarketCenter, the annual recognition programhonors outstanding achievement inretailing, manuacturing, sales represen-tation and product design.

Award categories that may be o par-ticular interest to ALA members include:

Manuacturer Portable Lamps

Manuacturer Outdoor LivingManuacturer Lighting FixturesProduct Designer o the YearSales Representative o the YearLighting Showroom Regional

International Retailer

Rising Star Award (New Business)Academy o AchievementAnyone in the home urnishings in-

dustry can nominate within the categoryrules. Neither membership in AR norrepresentation in Dallas Market Centeris necessary or nomination.

Nominations should be submitted atwww.accessoriesresourceteam.org/cms/ARS_awards.php.

hose receiving the most nomina-

tions will be contacted in July withcompetition instructions. Winners willbe announced at a grand gala during theJanuary 2012 Dallas Market.

June Dallas Market Travel Discount Codes American Airlines

Code: 6761AZ800-433-1790 orwww.aa.com

AlamoBY #529118 800-354-2322

AvisAWD #B608500 800-331-1212

BudgetBCD# Z663400 800-527-0700

HertzCDP #089817800-654-2200 (U.S.)800-263-0600 (Canada)

NationalDisc #5021601 800-CAR-REN


15/16

Page 15 J U N E M A R K E T

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ALA Offers ThreeSeminars at June

Dallas MarketT hree ALA seminars have been sched-uled or June 24-25 at the 2011 JuneDallas Market. Classes will meet at theALA Seminar Center on the third flooro the World rade Center in Suite 345.

ALA members who attend will earn1.5 CLC credit hours or each seminar.Manuacturers representatives can use thecredits towards the Lighting Knowledgeraining requirements o the CLMRdesignation.

he ee or each 1.5-hour course is $44or members and $67.50 or non-members.

Contact Nici Juneau at [email protected] or 800-605-4448, ext. 226, or more inormation.o register or courses, visit the ALAwebsite at www.americanlightingassoc.com and click on Member Store.

Friday, June 24 8 a.m. 9:30 a.m.

Light Sources: What Is AvailableNow, How to Use Them and Whatsto Come in the Near Future(CLC Credit: 1.5 hours)

Instructor: Norm Brown, CLC

Sponsor: SACOs KolourOne Brando LED Products

Friday, June 24 4 p.m. 5:30 p.m.

The LED Advantage Understand-ing the New Technology and Using It

as a Lighting Solution(CLC Credit: 1.5 hours)

Instructor: Jerey Dross

Sponsor: Kichler

Saturday, June 25 8 a.m. 9:30 a.m.

Tips, Tricks and Traps of Kitchen &Bath Lighting Design(CLC Credit: 1.5 hours)

Instructor: Al homas, CLC

Sponsor: ARCRAF

always bad or wrong; and capitalize on theever-changing needs o the customer.

President o he Schallert Group, Inc.,Schallert teaches businesses and com-munities how to reinvent themselves intoconsumer destinations. He speaks to audi-ences around the country on his 14- step

Destination Business strategy, which he de-veloped ater more than 25 years o on-siteconsultations with small business owners.

At the ALA Annual Conerence,Schallert will present Driving CustomerTraffic and Sales in the New Economy,where he will show business owners the

most important tools to use to surviveand thrive in todays economy. Attendeeswill leave with a concrete list o new tac-tics to pull more customers in their doors.

Additionally, attendees will learn howto use several little-known resources thatpull in top customers or minimal dol-lars; how to take advantage o ree onlinetools that allow them to gain nationalpublicity; the one question that must beanswered beore theyll ever beat a larger

competitor; and how to get customersto love their business in the irst sevenseconds ater they enter the doors.

wo highly esteemed industry vet-

erans Zia Etekhar, CEO o PhilipsProessional Luminaires North America,and Rick Leaman, president/CEO oOSRAM SYLVANIA Inc. will co-presentthe eatured presentation, Growth of theLighting Industry in North America, at theALA Annual Conerence.

Attendees will learn about lightingtrends that drive market growth; solidstate lighting and technological shits;and macroeconomic actors and emerg-

ing public opinion.Visit www.ALAConerence.com

to register or the 2011 ALA AnnualConerence.

Conference SpeakersContinued from Page 1


16/16

P.O. Box 420288 Daas, TX 75342-0288

1-800-60-lighT Fax: 214-698-9899

E-mail: [email protected]

www.americanlightingassoc.com

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