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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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Page 2G O V E R N M E N T A F F A I R S
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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
www.americanlightingassoc.com www.lightrays-digital.com
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
Now your customers can view over140,000light fixtures online
Open up a sales door to your existing
business by going online
Complete Fixture Management
System & L ighting Database
We Handle all product uploads,
price changes, UMRP, IMAP & product
discontinuations for you
your own Lighting
Shopping Cart Ready-to-goConnect with the remodeling industry
via our builder/designer access
www.FazTLight.comCall 866.674.3332 [email protected]
Your Logo
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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
www.americanlightingassoc.com www.lightrays-digital.com
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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www.americanlightingassoc.com www.lightrays-digital.com
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
a standard dimmer.
Available in 27 colors to match any dcor.
P/N36
8-2159
REV
A
2011 Lutron Electronics Co., Inc.
www.americanlightingassoc.com www.lightrays-digital.com
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
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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
www.americanlightingassoc.com www.lightrays-digital.com
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
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Page 9 T E C H N O L O G Y / E N E R G Y E F F I C I E N C Y
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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
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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.
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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.
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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
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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
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Page 14J U N E M A R K E T
Hard to believe such a small pendant could produce so much light. But the JunoLED Mini-Pendantis full of surprises. Like up to 163 lumens from only 6.6 watts and a 50,000 hour service life. Thatsmaxi performance, ultra efficiency, and mini ownership cost all from a fixture just five-inches high.
Juno LED Mini-Pendants the intuitive choice for countertop lighting in leadingcontemporary dcors.
Seeing is believing. See Juno LED Mini-Pendants at LightFair, Schneider Electric Booth 1729.
Counter
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Shine On.Email: [email protected] www.junolightinggroup.com 1.800.323.5068
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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
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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
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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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