REP SUCCESS
Alco Lighting
Sales Uses
Seminars to
Connect with
Showroom
Customers
As the sponsor of ALA training
seminars in his area for
the last 14 years, Alan
Colker of Alco Lighting
Sales Inc. in Richmond,
Va., has successfully
built and maintained
relationships with his showroom customers while providing a tool to increase
sales area-wide.
“Back in 1996, ALA regional semi-
nars were only provided in the larger
metropolitan areas, and my territory
in southern Virginia was missing the
opportunities to network with other suc-
cessful showrooms, manufacturers’ reps
and designers and to learn the business
specifically tailored to lighting sales,”
explains Colker. “The responses I’ve
received over the years indicate that I am
definitely supplying a necessary tool for
my customers.”
Usually taking place twice a year,
Colker’s seminars last all day and are held
in a local hotel’s meeting space. Weeks
before, Colker emails the seminar date
and agenda to area showrooms along
with an overview of the topics to be cov-
ered and a registration form. Attendees
opting to arrive the day before the semi-
nar are invited to a reception hosted by
Alco Lighting Sales at the hotel.
Colker uses the face-to-face time
with attendees to develop more personal
relationships with his customers, but his
overall goal is to increase the lighting
expertise and confidence of the showroom sales people attending, resulting in
increased sales.
“The greater the knowledge, the
greater the sales,” he explains. “This is a
win/win for everyone. These seminars
help showroom sales people do their
job better. They can work smarter, not
harder for each sale.”
The seminars also give attendees the
chance to network with colleagues from
southern Virginia, providing more local-
ized problem solving interactions.
Colker’s advice for reps interested
in hosting similar events is to select
relevant, cutting edge topics, such as
“Lighting Design for Energy Efficient
Homes,” and secure a dynamic speaker.
“We use Joe Rey-Barreau, University
SOFTLIGHT Lighting Package
“LIGHTS from Softlight is very
easy 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
Industry Specific Software
for the Lighting Industry
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?
LIGHTS from Softlight is a computer software program
that manages and organizes the daily functions for the
Lighting Industry and Lighting Showrooms.
LIGHTS from Softlight can 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.
Call for free demo 1-888-544-4809 or visit: www.softlightusa.com
Not available in New Mexico.
of Kentucky Associate Professor, College
of Design, as the main educator, so there
is much more to the education than just
product,” Colker says. “Joe’s expertise
and research interest is in the studies of
the luminous environment and its rela-
tionship with the built environment, and
he brilliantly educates our attendees on
all that is relevant to making them better
lighting sales people. Every attendee has
given us praise for time well spent off
the showroom floor.”
Colker also suggests that sponsoring
reps budget for some expenses.
and has helped sponsor the last six seminars, plan to continue offering them.
“We are appreciative of all of our
customers,” Colker says, “and this is
a small way that we can give them a
little more back.”
For information on sponsoring ALA
regional seminars, contact Nici Juneau at
njuneau@americanlightingassoc.com.
www.americanlightingassoc.com
www.lightrays-digital.com
