enLIGHTenment – The Lighting Industry Trade Publication

Author - Mark Okun

Mark Okun

Be Your Own Ad Agency

Showrooms of all sizes are reimagining how they can compete in a marketplace that is in a constant state of flux. he need to level the playing field begins with the alignment of marketing, advertising, and sales. The marketing battle showrooms face...

Mark Okun

Tapping the Millennial Market

2019 is reportedly the year that Millennials will overtake the Baby Boomers as the largest population by generation. Here’s what it means for you. he generational shift is expected to be subtle as these two groups swap places; the Boomers are...

Mark Okun

The Importance of Strategic Partnerships

How much you move your company forward this year may come down to how well you play with others. he quote “No man is an island entire of itself” by English metaphysical poet John Donne can also apply to your business. It has been proven that humans...

Mark Okun

How to Cultivate Sales Stars

The retail world has changed so vastly over the past few years that talented sales professionals are needed now more than ever. s with any career, sales has a set of standards that, when followed, will provide you with success. It requires a...

Mark Okun

The New Guard

By now, you have heard about the impact the Millennial generation has on today’s workforce — but employees in this group are very different from those in the past. t is generally accepted – although sources will fluctuate – that the upward age...

Mark Okun

It’s Called Survival

As we rapidly race to 2020 – the year that many seasoned industry pros predicted as the final rhapsody of brick and mortar showrooms as we know them – it’s time to embrace change. urprise! The way showrooms have gone to market and interact with...

ALA Torch Bearers

Connecticut Lighting Centers can attribute its success to three generations of the Director family joining together to move the business forward. t is refreshing to see a family business continue successfully through generations, and that’s exactly...

Mark Okun

Why Buy From Me?

As the digital shopping age continues to boom, successful brick-and-mortar showrooms have learned to change their mindset to come out on top of the competition. The anxious chatter started some time ago when showrooms faced another challenge to...

Mark Okun

How To Motivate Your Team

Keeping a sales team motivated is every owner’s and manager’s responsibility. These tips will keep you on track. he people you work with are your company’s most important asset. Having a motivational strategy is the way to build and maintain a high...

Mark Okun

Why Every Salesperson Needs Development

This month’s column is for the career salespeople, those who have been in sales for some time and those who manage them. ith the increased performance demands placed on sales departments of every company in, and outside of, our industry, the people...

Mark Okun

Sometimes “New” Isn’t Always Better

Remember those sales and marketing techniques abandoned years ago because you thought they were “old?” It’s time to resurrect and fine-tune them for today’s market. rowing up in my family’s furniture store, I started interacting with customers at...

Mark Okun

Secrets of Team Selling

Consumers may shop from their phones, but face-to-face selling has never been more valuable.  One of the many disruptions that the digital revolution has caused is the renewed importance of face-to-face selling. In the past, the salesperson’s...

Mark Okun

Every Team Needs A Coach

Your sales team can only perform better if they are given the proper tools and leadership to increase the company’s bottom line. dapting to marketplace changes and remaining competitive requires every department in a business to perform better than...

Motiv-8ed

enLIGHTenment Magazine’s business contributor Mark Okun travels with second-generation lighting sales representative Scott Paquet of Working 8 in Canada. In`the days of the connected consumer and all things digital, what inspires a member of the...

Unleash the Guerrillas

A lot has changed since the term “Guerrilla Marketing” was introduced in 1984 by Jay Levinson — and becoming a marketing guerilla is now a requirement! Being a Guerrilla still means that you must take a different approach to marketing than the...

Your Action Plan For 2018

Showrooms wishing to remain viable in the new year must act quickly to stay relevant in this new market landscape and continue to prosper in 2020. he goal for this month’s column is to cause thought and provoke some necessary actions that may have...