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When people hear the term merchandising, many think of window displays or perhaps the mass proliferation of Disney memorabilia. However, merchandising is a much broader concept, encompassing everything a company does to package and present its products or services.

For some businesses, merchandising means creating visual displays that draw customers to a tangible product. For others, such as consulting or law firms, it is the presentations they conduct to show prospective clients what they have to offer. In either case, effective merchandising demonstrates expertise and style and gives both potential and existing customers the chance to see products or services in action.

Traditional Techniques

Many of the merchandising techniques retailers have traditionally used can be adapted for wholesalers, manufacturers and service companies to frame a product. Window displays are the first thing people notice about a company, other than the front of the building, and can be a very powerful advertising vehicle. In addition to spotlighting specific products, windows can reflect a specific atmosphere, ambiance and business philosophy. Props, an integral component of window displays, can create a theme, add impact, demonstrate usage and allow products to be displayed in a cohesive, well-blended manner. For example, a retailer who sells hand-woven sweaters and shawls might place an authentic weaver’s loom in the middle of the sales area as a focal point. Likewise, a store selling dolls could use baby doll furniture as props.

To enhance your own creativity, make a point of visiting the nearest regional shopping mall once a month to look at the display windows and temporary exhibits. Make notes on how props are used by window and store display designers. Signs can also stimulate interest and project a clear identity to the public. Because of their high visibility, however, unless you are a graphic artist, have them produced by a professional sign company. In addition to incorporating a logo or company name to reinforce your identity, think about the sizes of your signs and lettering – this aspect will determine how easy the signs are to read. Three-inch lettering can be read from 70 to 80 feet away; one-inch lettering from 10 to 30 feet. In addition, colors and styles should be coordinated with your decor and overall image. Are your signs bright and stylized, or subdued and unobtrusive? The former may be appropriate for a candy store, while the latter is a better choice for a law firm.

Lighting can be used to both create a certain atmosphere and highlight merchandise. Because lighting fixtures can be expensive, however, determine how essential lighting is to your overall product presentation. For example, retailers selling fine art or intricate items may decide they need spotlights to illuminate their work and help customers appreciate the quality of their craftsmanship or artistry. If your lighting needs are extensive, also consider seeking professional design advice. Once you decide on the necessary fixtures, invest in the best ones you can afford.

Counters and shelves offer an array of merchandising opportunities. For example, “facing” – a technique many retailers use – involves keeping all the stock pulled to the front of the shelves to give the appearance of a full inventory and create a more positive image of the store. Retailers can also set up counters and shelves to guide people through the store or to create special display areas. Of primary importance is that the store layout be reflective of customer needs. For example, people tend to stay longer in bookstores that have nooks that provide an “escape” from pedestrian traffic. On the other hand, customers in a hardware store are likely to prefer straight aisles with clearly labeled products that are within easy reach.

Although manufacturers and service companies often do not have counters and shelves, per se, they still have places where “products” can be displayed. Many businesses underestimate the merchandising opportunities of the waiting room, for example. Are the tables in your reception area covered with old magazines and newspapers, or brochures and newsletters that detail your various services? Has your company won any awards that can be displayed? Anything that educates the customer about your business and what it offers should be incorporated into your merchandising program.

End caps and power islands are frequently used for special displays. End caps (the end of a shelf or gondola in a store) can promote new products and services, sell higher-profit impulse items, call attention to key areas of the store or feature educational information about products and services. Power islands are attention-getting, free-standing displays that can be used in the same way as end caps. If they are eye-catching and colorful enough, they can also help direct people through the store or to certain areas of it.

Cross-organization, when products from different departments are displayed together, can create an effective merchandising opportunity. The most obvious example of this technique is furniture showrooms. Rather than displaying all the sofas, lamps and tables in separate areas, successful retailers put them together to create model rooms. Similarly, manufacturers and service firms can group products together in brochures and presentations.

Product demonstrations offer another way to gain attention and show customers what they can do with the product after purchasing it. For example, hand-woven baskets can be filled with fruit, letters, condiments or bath products. Similarly, vases can be filled with flowers, potpourri or colored marbles. Demonstrating how shoppers will benefit from the purchase of a product can also dramatically increase sales. One department store ran a video in the accessory department that demonstrated how to tie silk scarves. Sales increased 50 percent as a result.

The key to merchandising is simplicity and imagination. Entrepreneurs should develop a merchandising plan appropriate to their specific business and re-evaluate it on a regular basis. It is important to keep up with new merchandising ideas and to update your image periodically. For example, the olive-green office furniture that looked good in the 1970s may be less appealing to your 21st century client. Similarly, it’s no longer wise to assume that men make the majority of purchase decisions and therefore cater exclusively to masculine sensibilities. While merchandising does involve time and energy, a good program is an integral component of presenting a coordinated and attractive image in the marketplace.

Everyone persuades for a living. There’s no way around it. Whether you’re a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind. Donald Trump said it best, “Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life.”

Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.

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Blue Skies is a 1946 Hollywood musical comedy film, released by Paramount Pictures and starring Bing Crosby, Fred Astaire, Joan Caulfield, Olga San Juan and Billy De Wolfe, with music, lyrics and story by Irving Berlin; most of the songs were recycled from earlier works. The film was directed by Stuart Heisler and produced by Sol C. Siegel. As in Holiday Inn (1942), the film is designed to showcase the songs of Irving Berlin. The plot, which is presented in a series of flashbacks with Astaire as narrator, follows a similar formula of Crosby beating Astaire for the affections of a leading lady. Comedy is principally provided by Billy De Wolfe. Joan Caulfield was the protege of Mark Sandrich – who directed many of the Astaire-Rogers musicals – and who was originally slated to direct this film. He died of a heart attack during pre-production and Stuart Heisler was drafted in to replace him. Heisler wanted Caulfield replaced, but Crosby – who was having an affair with Caulfield – protected her. Tap dancer Paul Draper was the initial choice to partner Bing Crosby, however, during the first week of production Draper’s speech impediment and his trenchant criticism of Caulfield’s dance ability led Crosby to insist on his replacement by Astaire who, then forty-seven, had already decided that this would be his final film and that he would retire, having spent over forty years performing before the public. The film was billed as “Astaire’s last picture” and its very strong …

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Turning Torso Skyscraper in Malmö, Sweden – Discovery Channel (2004) – Extreme Engineering 1/4 HSB Turning Torso is a skyscraper in Malmö, Sweden, located on the Swedish side of the Öresund strait. It was designed by the Spanish architect Santiago Calatrava and officially opened on 27 August 2005. The tower reaches a height of 190 metres (623 feet) with 54 stories. Upon completion, it was the tallest building in Scandinavia, the tallest residential building in the EU and the second tallest residential building in Europe, after the 264-metre (866 ft) high Triumph-Palace in Moscow. A similar, taller skyscraper featuring a 90° twist is the Infinity Tower, currently under construction in Dubai, United Arab Emirates. Prior to the construction of Turning Torso, the 86-metre (282 ft) high Kronprinsen had been the city’s tallest building. The tower’s design is based on a sculpture by Calatrava called Twisting Torso, which is a white marble piece based on the form of a twisting human being. The organizers of the European housing exhibition Bo01 held in Malmö in 2001 asked Calatrava to design a temporary pavilion for the exhibition. At the same time a high-rise building was proposed for the exhibition site and discussions started with Calatrava about the design of that. Construction started in the summer of 2001. One reason for the building of Turning Torso was to re-establish a recognizable skyline for Malmö since the removal of the Kockums Crane in 2002, which was located less …

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Nichole Miller, Office Manager of Dr. Jerry Cheung, talks about her relationship with Dependable Dental Staffing.

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The World Trade Center complex came under the control of a private owner for the first time only in mid-2001, having been built and managed by the Port Authority as a public resource. The complex was leased to a partnership of Silverstein Properties and Westfield America. The new controllers acquired a handsome insurance policy for the complex including a clause that would prove extremely valuable: in the event of a terrorist attack, the partnership could collect the insured value of the property, and be released from their obligations under the 99-year lease. Ownership Change Author Don Paul investigated this and related issues for his 2002 book, which contains the following passage detailing financial aspects and ownership changes of the complex preceding the attack. On April 26 of 2001 the Board of Commissioners for the Port Authority of New York and New Jersey awarded Silverstein Properties and mall-owner Westfield America a 99-year-lease on the following assets: The Twin Towers, World Trade Center Buildings 4 and 5, two 9-story office buildings, and 400000 square feet of retail space. The partners’ winning bid was $3.2 billion for holdings estimated to be worth more than $8 billion. JP Morgan Chase, a prestigious investment-bank that’s the flagship firm of its kind for Rockefeller family interests, advised the Port Authority, another body long influenced by banker and builder David Rockefeller, his age then 85, in the negotiations. The lead partner and spokesperson …

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In a regular cup of coffee there are about 170 mg of caffeine and in decaffeinated coffee there are about 30/40 mg of caffeine.

On the stock market, Coffee is a 90 billion dollar industry but what is significant is that just in North America 85%+ drink 3 to 5 cups of coffee per day. A huge number of people are at risk for many of the issues surrounding coffee consumption.

Top Ten Reasons why you should consider switching to a “Healthy Coffee”

Top 10 Caffeine-Related Health Problems

Cardiovascular Problems

Caffeine increases your heart rate, elevates your blood pressure, and can contribute to the development of heart disease. Both decaf and regular coffee increase your cholesterol and homocysteine, the biochemical that science has linked to increased risk for heart attack. Caffeine is also linked to coronary vasospasms, the cause for 20% of all fatal heart attacks which kill otherwise perfectly healthy people.

Stress

Caffeine stimulates the excretion of stress hormones which can produce increased levels of anxiety, irritability, muscular tension and pain, indigestion, insomnia, and decreased immunity. Increased levels of stress from caffeine can keep you from being able to make healthy responses to the normal daily stress everyone is subjected to in their lives.

Emotional Disturbances

Anxiety and irritability are hallmark mood disturbances associated with caffeine consumption, but equally important is depression and attention disorders. Depression may occur as part of the let down after the stimulant effects of caffeine wears off. It may also appear during the recovery period after quitting caffeine while the brain’s chemistry is readjusted. Caffeine rather than increasing mental activity actually decreases blood flow to the brain by as much as 30% and negatively effects memory and mental performance.

Blood Sugar Swings

Diabetics and hypoglycemics should avoid caffeine because it stimulates a temporary surge in blood sugar which is then followed by an overproduction of insulin that causes a blood sugar crash within hours. If you’re trying to loose weight, this rollercoaster will actually cause weight gain since insulin’s message to the body is to store excess sugar as fat.

Gastrointestinal Problems

Many people experience a burning sensation in their stomach after drinking coffee because coffee increases the secretion of hydrochloric acid leading to an increased risk for ulcers. Coffee, including decaf, reduces the pressure on the valve between the esophagus and the stomach so that the highly acidic contents of the stomach pass up to the esophagus leading to heartburn and gastro-esophageal reflux disease. With America ’s high consumption of coffee, its no wonder the best selling over-the-counter drugs are the so-called antacids.

Nutritional Deficiencies

Caffeine inhibits the absorption of some nutrients and causes the urinary excretion of calcium, magnesium, potassium, iron and trace minerals, all essential elements necessary for good health.

Male Health Problems

Male Health Issues

Coffee is an irritant to the urinary tract and bladder. It is also a diuretic that aggravates conditions associated with frequent urination. Eliminating coffee and caffeine often relieves symptoms associated with frequent urination due to enlarged prostate glands.

Dr. Milton Krisiloff, M.D. has found that in the majority of cases, men can significantly reduce their risk for urinary and prostate problems by making dietary changes which include eliminating coffee and caffeine.

Female Health Problems

Fibrocystic breast disease, PMS, osteoporosis, infertility problems, miscarriage, low birth weight infants, and menopausal problems such as hot flashes are all exacerbated by caffeine consumption. Women on birth control pills are particularly at risk since they have a decreased ability to detoxify caffeine.

Adrenal Exhaustion

Caffeine consumption leads to eventual adrenal exhaustion which can leave you vulnerable to a variety of health disorders related to inflammation, autoimmunity, and fatigue.

Aging

Many people find in their forties that they can no longer tolerate the same level of caffeine consumption as they could in their twenties and thirties. The production of DHEA, melatonin, and other vital hormones start to decline and caffeine speeds up that downhill drop. Caffeine dehydrates the body and contributes to the aging of the skin and kidneys. It has been shown to inhibit DNA repair and slow the ability of the liver to detoxify foreign toxins.

Exhausted Adrenal Glands

Caffeine is a central nervous system stimulant. It causes the adrenal glands to secrete adrenaline, the hormone your body depends on in emergencies to elevate your heart rate, increase your respiration and blood pressure for a rapid flight-or-fight response. When you overuse stimulants, the adrenals become exhausted. If your caffeine sensitivity has diminished or you’re one of those who claims you can drink 3 shots of espresso and go right to sleep, guess what? Your adrenals have given up responding. This means you have less resistance to stress, which leaves you vulnerable to health hazards such as environmental pollutants and disease pathogens

Severe Blood Sugar Swings

Caffeine forces the liver to release glycogen into the blood stream. The pancreas responds to the sudden rise in blood sugar by releasing insulin, the hormone which causes excess carbohydrates to be stored as fat. Within the span of an hour or two, the result is a sharp blood sugar drop resulting in a state of hypoglycemia (low blood sugar). That’s when you think it’s time for another cup of coffee and the whole cycle starts up again.

Acid Imbalance

Over 208 acids in coffee can contribute to indigestion and a wide variety of health problems resulting from over-acidity associated with arthritic, rheumatic and skin irritations. Many people experience a burning sensation in their stomach after drinking coffee because coffee increases the secretion of acid in the stomach. Optimal health calls for an alkaline pH balance in the body.

Essential Mineral Depletion

Coffee inhibits the absorption of some nutrients and causes the urinary excretion of calcium, magnesium, potassium, iron and trace minerals, all essential elements necessary for good health. Women need to be concerned about osteoporosis as menopause sets in. Studies show that women who drink coffee have an increased incidence of osteoporosis compared to non-coffee drinkers. Men are not immune to osteoporosis either.

These are a number of health conditions for which doctors advise their patients to eliminate coffee and all caffeine from their diet.

Acid indigestion

Anxiety, irritability and nervousness

Candida or yeast problems

Colitis, diverticulitis, diarrhea and other irritable bowel symptoms

Chronic Fatigue Syndrome and other auto-immune disorders

Diabetes or hypoglycemia (low blood sugar)

Dizziness, Meniere’s syndrome or tinnitus (ringing in the ears)

Gout (Elevated Uric Acid levels)

Heart disease or heart palpitations

High blood pressure

High cholesterol

Insomnia and interrupted or poor quality sleep

Liver disease and gallbladder problems such as gallstones

Kidney or bladder problems including kidney stones

Migraines or other vascular headaches

Osteoporosis

Skin irritations, rashes and dryness

Ulcers, heartburn, and stomach problems such as hiatal hernias

Urinary tract irritation

IS THERE A HEALTHY COFFEE, BECAUSE I LIKE MY COFFEE?!?

Gano Healthy Coffee Products reduce the caffeine to about 7 or 8 mg per cup and give you the same energy boost without the health risks. De-caf Gano Cafe, Cafe Mocha and Tea, all blended with Ganoderma Mushroom extract, are available online at www.Healthy-Coffee-Shop.com. Ask for a free sample and try it for yourself.

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