enLIGHTenment – The Lighting Industry Trade Publication

Author - Mark Okun

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...

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...

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...

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...

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...

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...

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...

Measuring Up

It’s the right time of year for showroom owners to evaluate the performance of specific aspects of their business. Then the goal is to improve the performance of any aspect of your business – sales, delivery, professional development, or service –...

Expanding Your Market Reach

To stay on par with the other segments in retail, lighting stores must embrace the digital marketplace in order to grow. ith all the news about retail stores giving up physical spaces and how the ease of online shopping has fueled that fire, it is...

Sales Management Is About More Than Numbers

How can it be 2017 and there are still retail showrooms without a person dedicated to, and responsible for, their sales initiatives? he title “Sales Manager” sounds like a vague moniker considering it is describing the most influential person...

Are You Keeping Up With Retail Trends?

It’s not just product styles that are continually changing; the way consumers are shopping for goods is also evolving. ne thing is certain, the world of retail is still changing at a rapid rate. Every day the news reports that a shopping mall is...

The Empowered Consumer

The goal of this article is to shed light on the changes the consumer has gone through and how those changes can be addressed by retailers to impact day-to-day business success. he “empowered consumer” is one of the changes retailers face as they...

Mid-Year Checkpoint

In the blink of an eye, we are halfway through 2017 and if you are like most people in the business world, you set your goals in the last quarter of 2016. It’s time to strategize what you can do to create sales momentum over the next six months...