On Nov.26, 2019, IDC organized another edition of its Industry Sales Professionals course in Toronto. With over 40 architecture and design industry sales professionals in attendance, the event was generously hosted by Global Furniture Group in their Toronto showroom.
The full-day course featured panel discussions and Q & A sessions with interior designers and architects drawn from boutique and large design firms serving various design sectors.
“Events like this are the best way for sales professionals to reach designers,” says Kokie Fiand of IBI Group, one of the participating panelists at the Toronto course.
The day began with a discussion with IDC’s team and design members, Glen Brewer, President, Midgley Tecnica, Barbora Krsiakova, Manager of Industry Partnerships, IDC, Linda Makins, Principal, MAKINSACHANGE, and Theo West-Parks, Principal, Westparks + Associates Inc. The panel focused on the benefits of being a member of IDC and the panelists’ personal experience and history with the association.
Glen Brewer, IDC board member and industry committee member, was the day’s moderator.
Glen continued the conversation with Linda Makins and Theo West-Parks during the boutique firm panel discussing what designers look for in industry sales representative visits, their main pressures and pain points, and how industry representatives can help resolve these to deliver added value.
“Relationship building within the industry has been the key to building my firm,” says West-Parks.
The course continued with a large design firm round table discussion featuring panelists Kokie Fiand, Business Development Specialist, IBI Group, Mardi Najafi, Director of Retail Design, figure3, and Ian Rolston, Principal, HOK.
This panel addressed how large interior design firms operate internally and how sales representatives can secure appointments to meet with their teams. “Sales professionals should place more focus on educating their target audience on the specifications of their products, such as safety and functionality, much more than on brands and aesthetics,” Najafi explains.
The next panel delivered by Suzanne Fast, Owner, Suzanne Fast Design, Melissa Tossell, Owner, Sanura Design, and Nader Akel, Founder and Principal, PHI VE Dimensions Inc. provided attendees with insight from a residential perspective.
“At the end of the day, it is about who we want to work with and who we trust,” Suzanne Fast says, on collaborating with sales professionals.
Next up was an architectural panel featuring Hugo Arriojas, Principal, Studio Arriojas and Ted Katsoris, Principal, Morrison Hershfield. Attendees were provided with insight on the working processes and preferences when collaborating with architecture and design professionals.
‘Specifications and their Role in the Project’, a seminar presented by Ted Katsoris, concluded the event, giving attendees a better understanding of the importance of specifications in the overall design and execution of the construction project.
IDC hosts Industry Sales Professionals Courses across the country, throughout the year.
View IDC’s events calendar to find other upcoming Industry Sales Professionals Courses.
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