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38 FEDA News & Views Additional Topics & Workshops "Viral Business: Inspiring Customer Loyalty" Johnny 'Cupcakes' Earle, The Creator of the World's First T-Shirt Bakery Founded by entrepreneur Johnny Earle, Johnny Cupcakes has grown from a "joke" to a multimillion dollar T-shirt brand driven by a community of world- wide collectors. With each new launch, the hysteria around 'Johnny Cupcakes' continues to conquer the globe. The reaction goes from 10-block queues as anxious fans await for the shop to open to Cupcake tattoos. Yes, permanent ones. In this awe-inducing presentation, Earle will educate you on how to create a wave of loyalty and obsession around your products, your business and within your teams through the power of social media and experiential branding. Key takeaways include how to stand out in a saturated market and make your fi rst impression count; tips on creating employee, team and consumer experi- ences that people shout about; and tak- ing existing genius and growing it! "Hiring and Compensating Salespeople" Joe Ellers, Director of Palmetto Associates Consulting/Training Firm When it comes to hiring salespeople, there are some factors that you can- not control—like the fact that a lot of people who appear to be good, really aren't. "The key to hiring success in sales is focusing on what you can control," says longtime sales consultant and FEDA Friend Joe Ellers. "We can be clear on the job we have and try to hire people with those skills," he says. "We can provide new hires with appropriate structure at the beginning to help them succeed. We can create a real sales training territory so that we can hire for an easier assign- ment. We can pay for what we want." From material handling to electronics, Ellers has collaborated with a number of distribution associations to provide spe- cialized training to their memberships, including serving as a presenter for FEDA's popular Box Lunch Sales Training Seminar at The NAFEM Show. In this pre- sentation, he'll cover the must do's that make up the process of effectively hiring salespeople, discuss compensation strat- egies perfected in other industries and share data on what you should expect to pay for a quality hire in today's market. "The Five Things Every CEO Should be Able to Do From Their Phone" Beth Ziesenis, Your Own Personal Nerdy Best Friend You carry around a mobile device that is more powerful than the computers that helped put a man on the moon in 1969, but are you making the most of it? Led by technology consultant and self-proclaimed nerd Beth Z, this session will help you discover tech tools that you can use from your mobile device to make you more effi cient, connected and organized. Engage customers. Stay connected to colleagues. Manage your email. Work on projects. Keep your life organized---all from the palm of your hand. BONUS: Collaborate with your col- leagues in a lively competition to create the perfect mobile device home screen! "How to Structure a Winning Sales Department" Don Buttrey, President of Sales Professional Training Inc. Over the past fi ve years, many indus- trial distributors have awakened and restructured their sales team. Some of that restructuring has been organiza- tional—territory sizing, manpower cor- rection, leadership realignment, CRM systems and reporting accountability. Much has been focused on directing and equipping the frontline sales team to be more effective in every customer inter- action. But according to the author of The SELL Process, Don Buttrey, winning starts with effective leadership. That's the focus of this workshop, helping sales leaders lead their organizations with clarity and conviction. You will leave with lots of take-home value on the structure, tools and disciplines required to win in today's economy. Take the fi rst step toward establishing yourself as a leader and a coach—as opposed to a cheerleader or dictator! continued on page 40