Giving customers what they want and need was sound retailing advice 10 years ago — but today the best businesses are doing much more than that: They’re giving customers services and products they didn’t know existed.
That’s according to James Dion of Dionco Inc., a retail analyst and the keynote speaker at SAF Maui 2016, the Society of American Florists’ 132nd Annual Convention in Maui, Sept. 21 to 24.
“It’s not about knowing what customers want now,” said Dion, the bestselling author of a number of books including “Retail Selling Ain’t Brain Surgery, It’s Twice As Hard.” “What’s important is figuring out what they’re going to want next.”
As a retail consultant, Dion has helped hundreds of retailers, including The Ritz-Carlton Hotel Company and Harley-Davidson Motor
Company, successfully reposition their companies. His address, “Don’t Get Caught Doing What Worked Yesterday (When Customers Are Obsessed with What They Want Tomorrow),” will jumpstart almost 40 expert-led educational sessions and exciting events at SAF Maui 2016.
Other presenters include HR expert Glenna Hecht of Humanist Consulting. Hecht, an accomplished speaker, trainer, consultant and author has a 25-year history leading HR and employee training, along with engagement programs for high-growth corporations such as Starbucks and Marshall Field’s.
During her session, “Dealing with Difficult Employees,” Hecht will talk about how business owners and managers can negotiate employee “quirks” and separate truly troubling behavior that warrants action. Plus, she’ll discuss how to screen out potential
“difficult” employees during the interview process.
Drawing on a decade of experience in the social media industry, online advertising expert Crystal Vilkaitis of Crystal Media also will be at SAF Maui 2016 to explain how to better connect with customers online.
Vilkaitis, who has been highlighted by Forbes magazine for her pioneering work, has coached thousands of retailers in the U.S., Canada, New Zealand and Australia on how to make the most of their social presence, email marketing and mobile marketing tactics. In her session, “ABCs of Social Media Advertising,” she’ll share practical tips on how businesses owners can leverage social media and online opportunities to reach more customers more consistently.
Along with educational sessions, SAF Maui 2016 attendees will also find perennial favorites such as the Outstanding Varieties Competition, Premier Products Showcase, the Sylvia Cup Design Competition, How I Did It, and a return of the convention’s newest attraction — the SAF Supplier Expo.
For details and to register online, visit safnow.org/annual-convention.