Super Seminars Plus at Interbike

High-performance dealer sessions, upgraded for 2015, Mandalay Bay Convention Center, Las Vegas, NV, Tradewinds C-F

NBDA Super Seminars Plus at Interbike means more seminars than ever before, focused and dynamic, new topics, new ideas, a continuous blast of retail insight and inspiration.

Seminar history will be made September 15-17 with these upgraded and turbocharged seminars, the fastest (many sessions are shorter and speedier), most relevant NBDA seminars of all time, Mandalay Bay Convention Center, Las Vegas, Nevada, Tradewinds C-F.

Super Seminars Plus will deliver maximum return on investment for time spent. You will be exposed to dynamic ideas and perspectives with variety like never before, awesome for all to see, valuable to the bottom line.

All seminars are available free of charge to Interbike attendees, courtesy of the NBDA and the NBDA members whose dues payments make them possible.

Pre-Show Seminars: Tuesday, September 15

10 a.m. to 11 a.m. How Technology Is Transforming Retail As We Know It
Jim Dion, Dionco Inc.

Emerging customer-centric technologies are changing the nature of the retail industry. How difficult is it to evaluate current technology options and track future trends? Quite difficult and complex indeed. This presentation reviews emerging technology trends and advances in retail store formats and technologies that businesses should be considering now and in the future. You will learn some of the key existing and emerging trends that are impacting consumers and retail, including online sales; technology and its impact on the shopper’s purchase path; showrooming and webrooming and their impact on retailers; the integration of digital signage, mobile POS and tablets and their impact on customer engagement; the use of converged platforms and omni-channel marketing to have a singular view of the customer; the use of big data to customize the retail experience; objects connection and systems through cloud computing and the Internet of things and what it means to retailers. As well, learn what the store formats of the future will look like and within these formats what technologies you will need to deploy to truly be relevant to your customers.

James Dion (Jim), founder and president of Chicago-based Dionco Inc., is an internationally known retail speaker and trainer, retail consultant, and the author of the best-sellers Retail Selling Ain’t Brain Surgery, It’s Twice As Hard, Start and Run a Retail Business and The Complete Idiot’s Guide to Starting and Running a Retail Store. With a BS, MS degree in Psychology from Chicago State University and a Ph.D. in Industrial Psychology from the Illinois Institute of Technology combined with over 30 years of progressive retail experience working at Sears, Levi Strauss and Gilmore Department Stores, Jim is one of the most sought after retail consultants and retail speakers in the world.

11:30 to 1 p.m. Delivering Exceptional Customer Service While “Having a Great Day Everyday”
Steve Beck, The Brandt Group, Ltd

This seminar is about realizing that if you deliver exceptional customer service, your customers will return and those customers will become loyal customers.  Discover your job is not just a job, but in fact a performance on “How to Be Their Best Every Day by Having a Great Day Every Day,”

Steve will give you the knowledge that sets the tone for every customer interaction. He provides the insights and methods that will assist you in understanding your ability to deliver exceptional customer service to everyone on a daily basis in every interaction.

Steve will discuss:

  • How to create customer loyalty
  • What it takes to ‘Have a Great Day Everyday’  
  • How much attitude affects everyone in life
  • Information every manager needs to know to be effective
  • Improving relationships at work and at home
  • The impact of body language and the message it sends
  • The importance of “Leaving Your Funk at the Door”  
  • How to “fire up” every day regardless of the day of the week
  • An Army Ranger/Navy Seal technique they use to get through rough days

Steve will also present the national mystery shopping results from the NBDA’s America’s Best Bike Shops program. What do bike shops do well as a whole? Where are areas for potential improvement? All will be included in this session.

Steve Beck is founder and president of Beck and Associates. He is an author, keynote speaker, facilitator and coach who brings more than 20 years of experience as a corporate executive to his training programs. His past clients include The Ritz-Carlton, United Airlines, Advocate Health Care, CDW and various chambers of commerce, hospitals, associations and banks.

1:30 p.m. to 2:30 p.m. Do You Have A Digital Shoplifting Problem?
Jim Dion, Dionco Inc.

This session will reveal 15 ways you can keep your store from becoming a fitting room for Internet shoppers. You have heard or read about showrooming, or the pervasive habit of shoppers to scope out merchandise in stores but buy on rivals' websites - to name one - usually at a lower price. And you have heard or read about the reasons why shoppers do it: instant gratification, broad selection, price and deals. As well, you have heard or read about the reasons why suppliers are allowing this such as, Wall Street pressure to deliver profit which then leads to over-distributed brands. What you might not have heard or read about are the ways you can combat this trend. There are 15 ways to do it that we cover in this presentation. One set of tactics that you can deploy to convince your customer to choose you over the web and another set of tactics that you can deploy to convince your suppliers to do business with you under different terms. This workshop will dig into each of these tactics with examples from big box retailers and independents who are using them every day.

3 p.m. to 4 p.m. When the Carrot Doesn’t Work
Lori Richman, Quality Bicycle Products

Sometimes an employee seems unwilling to change, grow or develop no matter how much we try to encourage and nudge them along. This seminar will cover concepts and techniques to engage in clear, candid and empathetic conversations in order to get the results you need.

Lori Richman is director of organization development for Quality Bicycle Products. She has a Master’s degree in organizational leadership, and has worked in the field of organization development for 30 years serving in the non-profit, government, and private sectors.  Lori is an avid bicycle commuter, serves as co-chair of her local community bike task force, and is a mentor in the OIWC leadership program.

4:30 p.m. to 5:30 p.m. The Importance of Capturing Customer Information
Charlie Cooper, PeopleForBikes

Marketing to existing customers is easier and more effective than broadcasting your message to a general audience that may have little interest in bicycles, and technology makes it both inexpensive and measurable. “Customer Relationship Management” (CRM) is the subject of this seminar, a data-driven approach to marketing that ties sales to a specific customer record at the point of purchase. CRM tools are widely available and inexpensive, but it takes some discipline and processes to acquire customer information, put it into a CRM system, and do something with it to drive business. Examples will be shown of how companies such as Apple use CRM effectively. Best practices from bicycle retailers will be also be revealed. The seminar will include participation from Ben Lockett of, and at least one dealer who uses CRM effectively.

Charlie Cooper is vice president of PeopleForBikes. He was previously president of Leisure Trends Group, and oversaw that company’s CRM division during his time there.

Day 1: Wednesday, September 16

9:30 a.m. to 10:30 a.m.You Can Compete!
Bob Phibbs, the Retail Doctor

Retail sales comes down to having the right people and right product for your customers. In this keynote presentation, Bob Phibbs will reveal strategies to increase sales by 20, 40, even 60% within six months, and recapture lost profits from competitors.  Discover how to attract better employees and how to recognize the largest group of potential customers you’ve been ignoring. Other topics: price doesn’t make something a good value, people do; selling is something we all do, make your store the amusement park, and the products are just the souvenirs. When it comes to growing your business successfully in a competitive market and a shaky economy, Bob will show you how to gain the leverage you need to make small changes that produce big results.

Bob Phibbs, The Retail Doctor, is a nationally recognized business strategist, customer service expert, sales coach, marketing mentor, retail author, and motivational business speaker. Over the years, the Retail Doctor has helped thousands of businesses in every major industry to strengthen their business structure, close more sales, and stay ahead of their competition.

11 a.m. to 12 p.m.Retail Design Review: Designing the Customer Experience
Alison Medina, Executive Editor, design:retail magazine

While online commerce continues to grow by double digits, 90 percent of purchases still happen inside the bricks-and-mortar retail environment. With all of the outside factors of e-commerce and m-commerce coming into play, how are retailers enhancing their physical store spaces, and ultimately, their customer experience?

Join Alison Embrey Medina, executive editor of design:retail magazine, as she explores some of the consumer trends and in-store applications that are redefining the retail marketplace as we know it.

Medina is the executive editor of design:retail magazine (formerly DDI), a trade publication serving the retail design industry. Medina has spoken on trends in retail design and visual merchandising at numerous events worldwide.

In her 12 years in the industry, she has held multiple editorial positions with the magazine, as well as a senior writer position for New York-based Convenience Store News.

12:30 to 1:30 p.m.Visual Merchandising for Sales
Bob Phibbs, The Retail Doctor

Displays are your silent salesperson, from the intriguing windows to the impulse items at the counter. Great visual merchandising skills are the foundation of a healthy business. Let retail expert Bob Phibbs show you and your team the power of strategic visual merchandising. Even with a flat economy, you can make merchandise fly out the door with the mechanisms of effective display. Bob’s speech will give you the confidence to create show-stopping displays by identifying which products to display in the first place. Solve the age old question, “Where do you want me to put this?” and understand how traffic patterns can make or break a best seller. Do you know which three colors catch the eye? Avoid the common errors that cause their merchandize display to be boring, forgettable, and a fast train to the clearance section. Bob will let you in on the 15 steps to creating a perfect display that moves merchandise, complete with eight real world display examples.

2 to 3:30 p.m.Removing the 8 Obstacles to Apparel Success
Dan Mann, The Mann Group

What is the number one obstacle to selling apparel in your store?  Attend this seminar and find the answer to this question and more.

We will be talking about fundamental concepts of apparel sales.  The techniques for selling performance apparel and how to work the dressing room.

Dan Mann is president of The Mann Group. He is a consultant to numerous retailers in the bicycle, running and outdoor industries. He has been a top-rated and popular speaker for the NBDA Super Seminars for several years.

He has extensive experience in apparel retailing from a prior life as vice president of a major apparel retailer, as well as his years of consulting with retailers in active lifestyle industries on sales, employee management, planning and operations.

4 to 5:30 p.m.Uncovering The BRAIN Retail Remodel: Now Bikes & Fitness
Holly Wiese, 3 Dots Design and Mercedes Ross, Merchandizing Werx

Holly WieseThis seminar will focus on the re-design of Now Bikes and Fitness in St. Paul, Minnesota, a project of Bicycle Retailer and Industry News. A fixture in the Twin Cities' bike retail scene for nearly four decades, Now Bikes was selected from a pool of more than 80 shops vying to be part of the inaugural project. BRAIN partnered with 3 Dots Design (Holly Wiese, pictured at left) to handle the store design aspect of the project and also brought on board Mercedes Ross of Merchandising Werx, to manage the visual merchandising. They worked with Now Bikes owner Bob Sumada to identify challenges and provide solutions to improve aesthetics, traffic flow and product placement in the store.

This session will cover the store transformation from start to finish, with before-and-after photos of the project and discussion of specific design challenges and goals. Presenters will also include merchandising tips and retail best practices so attendees will leave with actionable store design ideas and concepts. There will also be a Q&A between audience members, the store designers, and the store owner.

Holly Wiese has over 23 years of experience in the field of visual merchandising and retail design. Her skills are spread across numerous industries including specialty running, specialty cycling, outdoor and active apparel. She has also consulted in the bicycle industry and oversaw all aspects of retail design and visual merchandising for Giant Bicycle. She also leads merchandising seminars and trains retail staff on visual merchandising techniques. Mercedes Ross is a merchandising expert who consults with retailers in several active lifestyle industries, including bicycles via her company, Merchandising Werx.

Day 2: Thursday, September 17

8:30 a.m. to 9:30 Death by Discounting
Donny Perry, author and SBCU program manager

Retailers are constantly looking for ways to increase their bottom lines. Getting more new customers, expanding their lines, or dumping a lot of energy into marketing, are among the effective strategies being used. One of the most impactful things any retailer can do is sell their products and services for what they’re worth. The culture of discounting has gotten out of control and in this presentation Perry will shed light on the true cost of discounting and how to turn it around. Donny Perry’s session focuses on discounting: why we discount, how it’s killing us, and what we can do to make a positive change.

Donny Perry is the SBCU Program Manager for Specialized Bicycles and the author of Leading Out Retail: A Creative Look At Bicycle Retail and What All Retailers Can Learn From It. With a decade of bike retail experience, Donny has gone on to coach bike retailers in operations, service, bike fitting, merchandising, marketing, and sales. Donny is known for his no-BS outlook on the state of bike retail and providing owners and managers easy to use tools that will improve their businesses.

10 to 11 a.m. The Five Areas of Retail Excellence 
Chris Kegel, owner, Wheel and Sprocket

Chris Kegel will talk about the importance of measuring what’s going on in a retail business, why to measure, how to measure, what to measure, and what do to with the information. At Wheel and Sprocket, Chris has chosen to measure and focus on five “areas of excellence”: sales and margin, payroll, marketing, customer service and profitability. He will talk about these, as well as five more key performance areas that lend themselves to measurement.

Wisconsin-based Wheel and Sprocket is one of the largest independent bicycle retailers in the country, and Kegel has been running the business for over 40 years.

11:30 to 12:30 p.m. Leading Out Retail: The Future of Bike Shops 
Donny Perry, author and SBCU program manager

Donny Perry will take a look at where the future of retail is heading and “which bike retailers will kick ass when we get there.” Everyone has said it; the internet is changing everything, the customer is demanding more, and more and more brands are going direct. In a drastically different future is there a place for independent retailers? Donny Perry believes there is. In this presentation Perry will outline which elements of your business will be gold mines in the coming years.

1 to 2 p.m. Creating Real Value in Your Bike Shop
Jeff Koenig, Big Poppi Bicycles

“Owning the building” is sometimes a bike shop owner’s complete retirement fund, an acknowledgement of the difficulty in creating monetizable equity value in a bike shop, given a world of fierce competition and tight profit margins.  As true as this may be for many, it doesn’t leave much room for the very real strategies that can be implemented for creating additional value in the business beyond the real estate it occupies.

In this session, Jeff Koenig will review strategies for building value in a business to improve its salability and the price it may command, as well as a discussion of succession and exit strategies.  Free cash flow must be built in order for a business to have value that a potential buyer would be willing to pay for.

Koenig will also cover the basics of small business valuation that can help a dealer determine the potential dollar value of their business.  Koenig is an entrepreneurial consultant who co-owns and operates Big Poppi Bicycle Co in Manhattan, Kansas.  He currently serves on the board of the NBDA and KanBikeWalk, and is a regular contributor to the NBDA newsletter Outspokin’.

2:30 to 4 p.m. Creative Practices for Service Department Management 
Brett Flemming, Efficient Velo Tools

Brett Flemming distills 35 years of service experience into a robust and entertaining seminar that offers strategies to double sales in the service department. Brett focuses on effective service writing, and stresses the importance of good marketing and consistent practices that can lead to improved customer service and stronger profitability. Brett’s systems, ideas, concepts and perspectives have helped many bicycle retailers transform their service departments to assure happy customers, happy employees and profitability.

Brett is now retired from bicycle retail after 35 years with three great employers, and now works full-time in the bicycle tool business, Efficient Velo Tools.

4:30 to 6 p.m.
Secrets from the NBDA Profitability Project Revealed
A panel of bicycle retailers devoted to improvement

A select group of top bicycle retailers have been completely open with each other about their businesses for the last few years, shared their best ideas, and they have reaped the rewards. The NBDA’s Profitability Project (P2) brings non-competing dealers together to share financial performance numbers and specific best practice ideas. P2 provides them a forum to compare notes and challenge each other to improve. In this panel discussion, successful dealers will share the principles they’ve learned, as well as the formulas and metrics you can use to work smarter and more profitably in 2015 and into the future. You will hear real-life case studies and learn how these successful retailers have improved in specific and measurable ways.

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