McElheran’s Fine Furniture

Dear Mr. Lynch,

We have just completed our five-week remodelling sale and wanted to take this opportunity to express how happy we are with the results. Initially we were very concerned about whether hiring your company to run a major sale would hurt our reputation. It took a long time for us to decide, but after many conversations with retailers who had used your company before, and a few conversations with Mr. Zuliani, we made the decision to go ahead with the sale and we are very glad we did.

On the opening day of the sale the weather was not in our favour. It was –28 degrees Celsius but we still had almost 50 people lined up at the door at 10:00 AM. That day we had as much traffic as we would normally get in 2-1/2 weeks and a record breaking sales day. The sale continued on very strong and what amazed us most was the amount of special orders and the overall gross margin. We averaged over 50% special order throughout the entire sale and a gross margin that was well above our average for any sale that we had run on our own.

The projections for the sale were exceeded on all levels. We ended up about 15% above the projected sales amount, 3% above the gross margin and almost 2% under the advertising budget. Needless to say we were very pleased with the numbers and the cash flow it created for us while we are remodelling.

Mr. Zuliani was everything that we had hoped for in a sales conductor. He was professional in everything he did and an exceptional motivator for all the staff including the support staff. We never felt that he was taking over our business during the sale and kept us involved in all of the decisions. The entire staff was sorry to see him leave at the end of the sale, which is a great testament to his character

Thank you again for a great sale.

Sincerely,

Jeff McElheran

McElheran's Fine Furniture, Ottawa, Ontario