Keith Morgan, founder of Bespoke, will address selling directly to the luxury consumer.
Keith Morgan, founder of Bespoke, will address selling directly to the luxury consumer.

PASADENA -- High powered keynotes will kick off each morning at the Cabinets & Closets Conference & Expo to be held March 27-29, 2018 at the Pasadena Convention Center. "Our morning keynotes are sure to inspire and get you thinking about taking a different approach to business or exploring new areas of revenue," said Laurel Didier, publisher of Closets & Organized Storage, part of Woodworking Network, which sponsors the event.  The wide-ranging menu of topics for CCCE 2018's keynotes includes diversity, working in the luxury market, and getting a better understanding of the sales and marketing funnel

According to Whitney Pyle, the March 27 keynote,  diversity is quite possibly the best source of innovation and creativity in our industry.  Pyle, V.P. and COO of Advanced Cabinet Systems in Marion, Indiana, who is also a Woodworking Network 40 under 40 winner, will discuss her career path through the industry as a female.  Her keynote is titled The Business Case for Diversity.  "The construction and woodworking industries as a whole lack diversity," said Pyle. 

 Whitney Pyle will address "The Business Case for Diversity at CCCE 2018.

She said many times when she attended industry events people would presume she was just somebody's spouse.  "Together, we will unpack the reasons why, we’ll discuss why it’s important to change it, what we can do to change it," said Pyle. "We’ll also discuss what steps to take to ensure all people become integrated and engaged in our organizations and our industry."

Keith Morgan's presentation, Selling directly to the luxury consumer, is slated for March 28.  Morgan is the founder of  Bespoke, an internationally-known woodworking company that specializes in the luxury market.  Morgan will reveal aspects of his "playbook" on how to understand and work with wealthy clientele.
Bespoke has a workshop and design studio in Larchwood, Iowa and a workshop in Yarlington/Wincanton, U.K.  In his detailed presentation, Morgan will discuss the commitment that is necessary to work with high net worth individuals.  "Some of the things I'm going to say, might cause someone to ask,'why does this matter?" said Morgan.  But he says it's little things that do matter and even a small fish in a big pond can be successful in the luxury market.  Besides the rewards of working in the recession-proof high-end market, Morgan points out, "We have the privilege to do a once-in-a-lifetime project every time."  Morgan will discuss how he got started, his view of marketing, hiring and retaining the right kind of staff, and anecdotes about his favorite projects.
Elise Lowerison from Houzz will be the final CCCE keynote, the morning of March 29.  Houzz has been a long-standing participant in the Cabinets & Closets Conference & Expo.  This year's topic is The Sales & Marketing Success Funnel: How to Attract, Close, and Retain Business. Today's empowered client is online 24/7, and well researched. With a strong online presence, you can begin cultivating
Elise Lowerison from Houzz will address  The Sales & Marketing Success Funnel: How to Attract, Close, and Retain Business. 
 a relationship with the empowered client before they reach out. This session will provide you with the tools to build positive working relationships with your clients from their initial interaction with your business online, to your determining whether or not they are the right client for your business, to having a successful working relationship throughout the duration of their project. This session will also include specific best practices and examples of how professionals differentiate their brands online, successfully implement lead screening strategies, and positively handle difficult conversations with clients.
CCCE 2018 is owned and managed by the Woodworking Network whose assets include FDMC, Closets & Organized Storage, RED BOOK,, the Daily Brief, Wood Pro Expo and  WMS, the national event for Canada's wood products industry.
The 2018 Cabinets & Closets Conference is produced in partnership with the Association of Closets and Storage Professionals (ACSP) and the Cabinet Makers Association (CMA).
Interested in exhibiting? Reserve your booth now by contacting: Mike Litwicki, Hall-Erickson (630) 434-7779


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