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From Home Furnishing Business

ICFA Continues Fall Webinar Series

The International Casual Furnishings Association will continue its fall webinar series on Wednesday, Nov. 20, with “Your Customer Doesn’t Live Here Anymore.”

The session is designed to help businesses identify and target market to their core customers. Presented by Tom Shay, an author and speaker on business-building marketing techniques, the 2-3 p.m. webinar is free for ICFA members and $95 for non-members. Webinar registration is available on the ICFA website.

Few businesses can afford the detailed demographic research typically used to identify their core customers. Shay helps business owners bypass
this expense by taking a strategic view of their current customers and what those customers are buying or identifying as what they want to buy now. He cautions retailers not to rely on a customer profile from years gone by--that customer “doesn’t live here anymore.”

By providing retailers with the tools they need for developing the customer base that is most profitable to their business, Shay helps companies pave the way for future success.

Shay’ first job was working in his grandfather’s general store, and he later spent 26 years in successive family businesses. In 1997, he sold the family business to devote his time to developing seminars and writing about proven, business-building marketing strategies. He has authored 12 books, among them a series of management guides that includes “100 Profits Plus Ideas for Power Promoting” and “100 Profits Plus Ideas for Power Managing.”

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