Chicago - A group of 18 industry sales reps, manufacturers and trade show organizers, including a retailer and an editor, spent a day and a half last week trying to envision what the ideal gift industry might look like. Organized by the United Sales Association (USA), the group completed its assignment by producing an "Industry Action Plan: A Vision to Restore Profitability and Growth."

The plan focuses on five categories that the participants agreed need addressing. They are:

• "Sales Systems" — improving sales training and process efficiencies, as well as addressing trade show and showroom questions.
• "Operations & Relationships" — encouraging cooperation among manufacturers, reps and retailers, as well as setting standard operating procedures.
• "Technology & Knowledge" — utilizing technology and collecting industry data.
• "Industry Voice" — defining the role and function of the USA organization.
• "Positioning/Brand Message" — strengthening the independent retailer by reaching out to the consumer.

Over the next months, participants will present the plan to colleages for feedback, and a revised draft of the plan will be presented to USA members at its November 19-20, 2004 conference in Amelia Island, FL. Members will be asked to accept or modify the plan before specific actions are taken.

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USA Sets Visionary Goals for Future
Gift and Decorative Magazine
by Quinn Halford, Editor