06-08/99

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    THE ANTIQUES SOS
    e-JOURNAL

June-August 1999 Vol 1 Issue #4-6

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This publication is intended to provide you, the owner or
manager of an antique mall, craft mall or design center
with timely, usable information. We sincerely hope that it
serves this purpose well. Please let us know what articles or
columns would be of interest to you. We welcome qualified
subscribers and will be pleased to provide The Antiques SOS
(tm) e-Journal to them at no charge. Because the cost of
printing and mailing a publication are so great, regular delivery
of the Antiques SOS(tm) e-Journal will be by email only.

(C) Software Gallery, LLC    August 30, 1999

David P. Cunningham, Editor
email: editor@antiques-sos.com
http://www.antiques-sos.com
subscribe by sending an email to:
subscribe_ASOS@antiques-sos.com

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We value every subscriber and respect your privacy. If you
received this publication in error or wish to receive no further
issues, email remove_ASOS@antiques-sos.com. You will be
promptly removed from the list.    NOTE: Our subscriber list is
strictly private and is not made available to others for any reason.

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IN THIS ISSUE.....

1. Your Contact List is GOLD
2. Marketing Tip -- Premium Customers/ Premium Treatment
3. Sales Tip -- Sales Training
4. Mall Operations Tip -- Heating Your Mall
5. Dave's Soapbox -- High Tech/ High Touch
6. Internet Neighborhood
7. Nerd's Corner -- Anti Virus Software
8. A Little Light on Windows -- Security Issues

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TOPIC OF THE MONTH

Your Contact List is GOLD

by
David P. Cunningham, P.E.
Copyright 1999

Your contact list is GOLD -- pure 24 carat GOLD. You do have
one don't you ?? And, you maintain it well and keep it up to date,
don't you ? Here are some of the very important questions and
considerations concerning your contact list

• Why a contact list ?
• What information should you have on a contact list ?
• How do I manage or improve my contact list ?
• How do I use my contact list ?
• Should I rent or sell the names on my contact list ?
• Privacy policy
• Should I share my contact list with my dealers ?
• When should I start collecting information for my contact list ?

Why a contact list ?

Your contact list is very valuable and contains highly usable information
which no one else has. If you have maintained the right information
your contact list is also a list of your best customers, what they
purchased and for how much. Used properly, this list can generate
substantial additional revenue for you and your dealers.

The old observation that 20 percent of your customers account
for 80 percent of your business has never been more true. A very
well maintained contact list when matched with an effective
database allows you to target your best customers.

The database should contain information about the customers,
including what they have purchased and how much they paid.
Your database also allows you to see which customers can be
developed into "best" customers. Further, if there are customers
who are actually costing you money, you can determine who
they are too.

What information should I collect for my contact list ?

• Name
• Address
• Telephone Number
• email address
• Wants
• Interests

How do I use my contact list ?

Your database, will provide the information needed for a properly
formatted contact list. It will also provide the information you
need to evaluate the quality of the individual customer.
Additionally, it will provide the means for recording other useful
data about the customer. The exceptional value of the email
address is a topic for another time but it is an extraordinarily
important one.

If a particular item comes into your mall you can query your database.
If a customer has indicated on the want list stored in your database
that the item is of great interest to him, you can immediately
notify the customer by telephone or email. Or, if a dealer who
sells items that are of general interest to the customer is having
a sale, you can notify your customer of the sale.

Your best customers, as defined by their value to you, deserve
special treatment. The customer's value to you can be
determined in several ways. Some of them are: total expected
sales, the customer's influence upon other high value customers,
or the prestige they bring to your mall. Your contact list helps you
to establish trusted relationships with your best customers and
identify those customers which should be cultivated.

A very good contact list/database allows you to invite your best
customers to special events and seminars you are promoting. It
provides the means to get your newsletter into their hands directly
rather than having it just picked up at your mall. A well maintained
contact list/database enables you to more quickly place lucrative
consignments, well off other people's radar. A great list allows you
to practice the ultimate form of one to one marketing in virtually
complete privacy, away from prying eyes and ears.

You can use your contact list/database to set up a membership
program which offers special services and priviledges. For
example, you can set up special lodging discounts, low cost
seminars, meal discounts or other special services in conjunction
with other noncompeting local businesses.

Remember this really important fact ! It isn't the number of
customers which come through the door that counts ! It's the
quality of the customers which come through the door -- and buy !

Should I rent or sell the names and other information on my list ?

Not if you want to keep your best customers and stay in business !
It's a blatent violation of your customer's privacy to sell their
names and other information they have given you. Your best
customers, as well as those you are still developing, will not stand
for this kind of treatment. There are subtle variations, however,
to this theme which can very effective and not offend customers.

What about privacy guarantees ?

Although related to the question above the topic of privacy is
even more comprehensive and important. Most customers
worthy of your attention will expect and demand that their
privacy be respected. Many customers will not give you the
personal information you seek without assurances that you will
keep the information confidential. This is especially true with
respect to email addresses becasue there is great sensitivity to
being spammed by unscupulous emailers. You will encounter less
resistance to providing the information you ask for if you establish
and adhere to a well constructed and enforced privacy policy.

Should I share my mailing list with my dealers ?

Absolutely not !!

If you have an effective privacy policy, there is no way that you
should even consider sharing your contact list with your dealers.
First, dealers are notoriously loose lipped. Second, we all know
that dealers will delightedly go directly to the customer and cut
you out of the action. Third, it will really aggrevate the customer
to be placed in the line of fire. Fourth, they are your customers,
hard earned, each and every one. Fifth, it costs you revenue, now
and in the future. Sixth, it causes you to lose control of any
future transactions.

Should I trade lists ?

No !! Your list is unique to your mall and its sales history. See
the reasons above. They apply here too.

When should I start ?

Yesterday, last week, a month ago, last year but, if you didn't
start then -- now !

Copyright Notice: Copyright 1999 David P. Cunningham, P.E.
This article is available upon request by from our web site
http://www.antiques-sos.com by downloading a copy. Or,
we'll email a copy to you upon request.

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MARKETING TIP
(A brief tip for marketing your mall)

Premium Customers/Premium Treatment

The competition for your potential customer's attention and
dollars has never been greater and it is constantly increasing.
Your mission as a mall owner or manager is to figure out how
to capture both. It means rising above your competition and
coaching your dealers to offer very good, very well presented,
fairly priced merchandise. It means making a trip to your mall
more attractive than the dozens of other things that a customer
can do on any given day.

There are literally dozens of ways in which you can make your
mall and business more attractive to customers. Part of the key
to doing so is to know, and I mean really know, your customers.
Know what they buy, what they have paid, what information
they require, what interests them, and what they find objectionable.
Consider that your mall has its own personality and that it is a
social organism all its own. Consider that you, as the mall owner
or manager, have the opportunity and the duty to shape your
customer's perception of your mall.

Your goal is not to sell your customers just one thing ! It is to
sell him or her many things over a period of time and to establish a
very long term trusted relationship. Anything you do to facilitate
that will pay enormous long term dividends. Concentrate on
maximizing the long term benefit of being your customer.

Look at your mall's expenses related to customer acquisition and
retention. How much do you spend on advertising to acquire
customers? How much do you spend to retain your good
customers -- those who have already spent and continue to spend
significant amounts of money with you? Couldn't some of your
advertising dollars be very profitably diverted to "best customer"
development and retention.

Find ways to differentiate your customers. You need to know
more about them to do this. How long they been your customers ?
How much and how frequently have they purchased from your
mall. What is their projected long term value ? Certainly, they
are worth more to you than an occasional customer and far more
than an unknown customer who walks through the door for the
first time. Differentiation also enables you to predict which
customers will grow in value to you over time.

The value of customers can vary widely. Some buy more over
time. Some bring other good customers. Some have a negative
value -- that is they are troublesome or arguementitive. The
really important thing is how much you know about each of your
customers. Get rid of your negative value customers or at least
invest nothing in them. Your resources are too precious to waste.
Treat your best customers as if they are your best customers.
And, work to upgrade your occasional customers to "best customers"
status.

Technology permits you to efficiently achieve these goals. We'll
be talking specifically about these issues in future editions. The
internet, email, databases and Antiques SOS (tm) mall management
software enable you to do this quickly and efficiently. The
business world is changing at blinding speed and technology
permits you to harness the power you need to succeed.

Because you have successfully identified your best customers
and know what they want, their history and their individual
characteristics you can offer them opportunities individually.
Rather than interminable trolling for new customers for your
merchandise, you will know, vitually immediately, who wants it,
who has a history of having purchased similar things and what
they have previously paid.

Your business model determines the long term value of a
customer to you. What do I mean by the term "business
model" ? It is the method of planning and operating your
business you employ to create revenue and earnings from your
mall. The simplest business model is probably space rental. More
complicated and potentially more lucrative models exist -- both
direct and hybrid.

For example, some malls may derive their revenue from
commission only, some may combine space rental and
commission, still others may have significant revenues from
consignments and so on. Depending upon individual
circumstances each model can be quite productive if properly
executed.

Because these and deriative issues are so important, we'll talk
more about them in subsequent issues.

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SALES TIP
(A brief tip on selling more to customers --local
and remote and increasing revenue)

Sales Training

Considered from either an economic or a service perspective,
clerk sales training makes sense. For an antique mall
which operates based upon a commission only or a hybrid
commission revenue basis, sales training makes great sense from
both an economic and a service standpoint. For an antique mall
which operates based upon a space rental only model, sales
training makes sense from a service to the customer
standpoint.

Whether you have a paid sales staff or conscripted dealers on
the sales floor it makes eminent sense to train them to sell. The
training you provide can come from a local community college,
video tapes, attendance at seminars, a local chamber of
commerce or a lead clerk you have trained. Just make sure
that the training is modern and clearly reflects the way you want
to do business ! Absolutely avoid the "slap 'em on the back and
pick their pockets" type that pervades so many retail stores.

Monitor your clerks' sales performance and reward, retrain or
remove them according to what they have accomplished.
Encourage sales professionalism and product knowledge to
stimulate sales and customer satisfaction. Use your best and
your brightest clerks to train and monitor the rest, saving your
time for important non-delegatable business matters. Never let
your clerks fall into the unethical habit of favoring the sales of
their own merchandise.

Yes, it involves work and a commitment of time and financial
resources. But the commitment is quite moderate for the
anticipated short and long term financial gain. If done properly,
sales training will lead to less dealer turnover, better long term
customer satisfaction and more quality customers.

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MALL OPERATIONS TIP
(A brief tip about improving antique
mall operations)

Heating Your Mall

It isn't at all too soon to be thinking about the upcoming heating
season and how to reduce your heating costs. In many parts of
the country, heating costs are a major expense and directly affect
the profitability of your mall.

Heat, for many malls is, in a commercial sense, an absolute
necessity. It enables people to shop and work in spaces which
would otherwise be too cold and uncomfortable during
significant parts of the year.

Although very beneficial in meeting the comfort demands of
customers and workers alike, heating does represent
a significant expense. The expense is not only in first cost, i.e,
the cost of aquisition and installation of equipment, it is also in
operating costs. It does not pay to buy and install used heating
equipment. It is difficult to obtain parts for old units and they are
very inefficient.

Fuels used for providing heat can include fuel oil, gas (both natural
gas and propane), and electric as well as hybrid systems such as
geothermal ground source or heat pumps. The heat can be
delivered to the occupied space by warm air, hot water radiation,
steam radiators, radient sources including in floor and gas fired
systems. The choice of fuels and delivery system are governed
by economics, local availability and structural limitations.

In the heating season, the heat added by lighting helps somewhat
to reduce the amount of heat required. However, the heat added
by lighting is very expensive. Therefore, it is usually far cheaper
to keep tight control of your lighting budget and provide heat with
other energy sources.

There are numerous low cost things that you can do to reduce
your heating costs and yet maintain a comfortable sales
environment.

• Follow the operating instructions and guidlines provided by the
installer and manufacturer.
• Have the heating unit professionally maintained according
to the manufacturer's instructions. It will pay big dividends
in operating costs and reliability.
• Check all filters regularly and replace them according to
schedule. Filters are cheap when compared to the costs which
are incurred when they are dirty.
• Make sure that the areas around the return air vents or radiators
are kept clear so there's no interference with heating air flows.
• Buy a really good (talk to your heating contractor)
programmable controller(s) for your system and learn to use it
effectively including night time setbacks and early morning
startup.
• Set the controller(s) for maximum efficiency and put a lockable
cover on it to keep prying fingers away.
• Keep all heat sources away from the controller so it senses
true room air temperature and not an artificial load brought
about by a nearby electric light bulb.
• Limit the wattage dealers may use in lamps and other fixtures
in their booths. This saves the energy required to light the
bulbs and moderates the fire safety issue associated with higher
wattage bulbs.
• Use energy efficient sales space lighting and limit the amount
of lighting to that which is actually needed.
• If possible, provide for humidification of the air within the
heated space. Its beneficial to people and helps prevent the
shrinkage of wood and other materials.
• Use weather stripping and caulking to reduce the infiltration
of cold air into the heated space.
• Install insulation to minimize heat transfer from inside to outside.
• Observe where sunlight enters the heated space through windows
during the heating season. The amount of heat added by solar
gain is considerable and it is free.
• Consider modernizing, upgrading or replacing your heating
facility with high efficiency equipment. In colder climates the
payback can be remarkably fast.
• Do not leave a direct path from the heated space to the outside.
Air locks, indirect entryways and indirect access to loading docks
will help prevent the loss of heated air to the outside.

These areas are well worth examining and correcting if found
deficient because they can lead to significant cost savings. These
are cost savings which go directly to your bottom line.

David Cunningham, P.E. is an HVAC engineer with commercial
and industrial design, construction and operation experience.

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DAVE'S SOAPBOX
by David P. Cunningham

High Tech/High Touch

When it gets right down to it, what is your business about ? It
isn't really about the merchandise is it ? Its about people, your
customers, and satisfying their wants and perceived needs.
Really, isn't everything you do or should do done in support of
your customers -- if you want to be successful.

You have to work harder than ever to retain your customers
and dealers. Further, attracting new customers and finding the
quality, aggressive, active dealers you are looking for isn't getting
any easier. The antiques, collectibles and crafts marketplace is
extremely competitive. Many savvy new sales bourses have
opened and internet sales opportunities are legion.

Its true that your customer base consists of different groups of
people -- your dealers and the people who purchase from you.
None-the-less both are your customers. In some ways their
interests are different and in others they are similar. But the
central point remains, they are people. All have interests and
needs which are individually unique.

If you pay attention to details, its very clear that there are things
which you can do to improve sales to your customers. Many of
them involve an artful combination of high tech and high touch.
Almost all people, especially people in our business, want to be
treated with respect and as individuals. Properly used, high
technology can be used to facilitate the high touch aspects of
our business.

There's little that makes your dealers happier than increased
sales. And, if you're among those malls whose operations depend
at least partially upon commissions on sales, you'll be happier too.
Even if you have no commission structure, keeping customers
and dealers happy makes eminent sense.

Technology is extraordinarily important because it allows you to
serve all of your customers, dealers and those who buy from
you, well. Always remember that your customers are people,
unique individual people. The technology you employ should
have one and only one purpose. That purpose is to enable you
to serve your customers better and more efficiently. Technology,
in and of itself, serves no useful purpose if it doesn't provide
enhanced means for serving your customers.

"In your face" technology can have have exactly the opposite
effect you desire. So use technology carefully. As an example, all
customer contact should have a specific, customer centered,
purpose. Otherwise, you run the risk of generating resentment
and irritation on the part of your customer. That certainly isn't
what you are trying to do !

Use your imagination ! Find ways to use technology to provide
better and expanded services which both your dealers and your
customers will find beneficial. If done properly, the result will
be increased sales, a longer waiting list for space and increased
revenue for your mall.

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THE STUFF THAT PAYS THE RENT

Antiques SOS (tm), Antiques SOS Lite (tm) and Antiques SOS
Basic (tm) are Software Galley, LLC software products which
serve the Antique Mall trade. Our products are installed in 200
antique malls in 37 states and Canada. Antiques SOS (tm) was
first installed in 1987 and Antiques SOS Lite (tm) was introduced
in 1998 to satisfy a need for computer software for smaller malls.
Antiques SOS Basic (tm) was introduced in 1999 and has been
very well received. All products are fully Year 2000/Y2K
compliant. Please refer to complete information which has been
posted on our Antiques SOS (tm) web site
-- http://www.antiques-sos.com

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INTERNET NEIGHBORHOOD

Cool web sites

http://www.uprr.com

Is the web site of the Union Pacific Railroad. The site is a very
comprehensive business site but is also packed with a superb
collection of historical photos concerning the UPRR, its construction,
operation and equipment. There are early scenes of company
stores here in Wyoming, decorated and stocked for Christmas and
a spectacular section on current and past locomotives (1,000,000
pound antiques and still operating) and rolling stock

http://www.fodors.com

Is the web site for travel experts Fodors. Prime hotels, restaurants
and attractions in major cities and destinations are recommended
and detailed. There is an excellent trip planning section and a
great array of resources for special visits. This is an excellent
and easy site to navigate.

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NERD'S CORNER
(A light approach for non-techies
concerning need to know issues)

Anti Virus Software

We've written extensively about computer viruses, what they
are, what mischief they do and how they came to be. New, very
nasty viruses have arrived on the scene. Respected experts
anticipate a literal flood of new, complex viruses to be designed
and released to coincide with the arrival of the Year 2000.

Never has the need been greater to prevent the introduction of
viruses into your computer system. To review, viruses and
similar damaging software can arrive at and damage your computer
system in numerous ways. Floppy disks, email attachments, chat
rooms shrink wrapped software or downloaded files can contain
viruses and virus-like files. While panic is senseless, the preparation
of an effective defense and decontamination procedure is very
highly prudent. Its really not a case of if, but when, you are going
to encounter a computer virus.

This is especially true (1) if you allow disks of unknown origin
to be used in your computer (2) you allow an internet enabled
computer to cross connect with your mall management software
computer or (3) you use downloaded software.

Viruses can appear virtually overnight. Although its origin is
still unknown, one of the more recent viruses appeared after
having been planted in a chat area of a major service provider.
It literally spread worldwide in a few days because then current
antivirus software didn't recognize it.

We at Software Gallery are very careful when it comes to
protecting ourselves -- and you -- from computer viruses. We
use the most recent versions of major antivirus products on our
computers and monitor all data and programs coming into them.
We use McAfee Virus Scan by Computer Associates which came
with our Dell Computer and Norton AntiVirus 5.0 which we
purchased as an upgrade from PC Connection. Both are very
good products from highly respected manufacturers and we actively
use them both.

Our preference is for for Norton AntiVirus 5.0. Here's why.
Because viruses come onto the scene so quickly, a highly
functional scheduled update feature is essential. Symantec Norton
AntiVirus 5.0 uses the Windows update feature and works very
well. This assures that you have excellent antivirus protection
at all times because Symantec maintains one of the worlds best
antivirus reseach facilities.

Symantec has a superb track record for quickly developing the
antivirus code for combatting newly released viruses. They have
joined forces with IBM Corporation to take advantage of IBM's
extraordinary capabilities in advanced artificial intelligence. Using
these capabilities, advanced antivirus software will be capable of
identifying and countering new viruses before they can create
havoc on your computer. No other antivirus software manufacturer
has shown the capability to respond as quickly and decisively.

Software Gallery has made very good use of Symantec's Norton
AntiVirus 5.0. A recent major virus attack began in Israel on a
recent Sunday and a sample was sent to Symantec immediately.
We knew, on Monday, to look for the characteristic software
through which the attack was being carried out. By Wednesday,
we were able to download a code patch to innoculate our computers
against the virus. Within days, our antivirus software stopped a
virus being sent to us as an attachment to an email message and
eliminated it.

The Norton AntiVirus 5.0 interface is very simple, easy to use,
and quickly updated. The live update feature is a snap if you have
a modem to connect to the internet. The product produces very
few false positive -- that is, it doesn't find viruses where they do
not exist. Norton AntiVirus is memory resident so it operates
in the background and watches for virus like behavior or known
virus code.

If a virus is detected, an alert is sounded and you are given a
number of options for dealing with it. The number of options
and the sophistication of each option varies with the antivirus
product selected. Norton antiVirus is the most complete and
effective.

Most viruses are developed by individuals who have a political
axe to grind or are looking for a challenge. The get a super sized
charge out of making life miserable for those of us who want to
earn a legitimate livelyhood and consider us to be intellectually
inferior. There are, however, those who, frequently with the
encouragement of their governments, develop viruses as
instruments of political harrassment. China and Taiwan are are
examples of this. There are well known instances of infiltration
and destruction of each other's computer systems using hacking
techniques and viruses. Some of these viruses have escaped and
caused great havoc among non-targeted users.

Don't let your computer systems be at risk ! Buy and install the
latest version of a top quality antivirus software -- and keep it
current. It's cheap, effective protection you simply cannot
afford to be without.

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A LITTLE LIGHT ON WINDOWS

Security Issues

So here we go again. It turns out that there is a backdoor to
all of the Microsoft (MS) Windows operating systems. And,
guess who holds the keys. Right you are on the first key !
Microsoft, of course. The second key is reportedly held by
NSA, the National Security Agency, handmaiden of the ever
trustworthy US Government.

Think that your computer, its operating system and your private
data are secure ? Don't bet on it ! Several recent instances and
revelations should dissuade from any thoughts that your private
business or personal information is secure. If Big Brother and
his cohorts haven't looked at and swiped your private information.
its only because they haven't wanted to.

First, Andrew Fernandes, who is employed by Cryptonym as
Chief Scientist, says that he has found a secret "backdoor" to
the entire MS Windows operating system product line. He
states that two keys to the inner workings of the operating
systems exist -- one at Microsoft and the other at NSA. NSA
is, of course, the supersecret National Security Agency. MS
apparently acknowledged the existence of the NSA key but
denies that NSA posseses it. Sure ! And we believe in the
tooth fairy and Santa too !

Second, Microsoft integrates a software development of theirs
called Active-X into all their recent releases of the Internet Explorer
web browser. Active-X is a means of allowing other programs to
run programs on your computer. As such it is an important part
of MS's Windows strategy. However, it is severely lacking in
security safeguards. Several major security holes related to
Active-X have been discovered and publicized. These holes are
of particular concern to anyone using the internet and should be
addressed immediately. One such security hole allows anyone
with a web page to take over your computer. And, invasive code
can be included in email messages.

Your computer consultant should be able to obtain
the necessary patches from MS and help you install them.

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Dave Cunningham is one of the principals of Software Gallery,
LLC the developer and owner of Antiques SOS (tm) and
Antiques SOS Lite (tm). He specializes in technical issues which
affect the Software Gallery client base. Dave's special interests
are Year 200/Y2K issues; e-commerce and its appropriate use;
and time saving aspects of technology. He has accumulated a
assortment of wallpaper from a number of fine institutions of
higher learning as well as The University of Life. The foregoing
qualifies him to issue profound mutterings, occasionally stumble
into solutions to user problems and, when necessary, cook dinner.

Sue Cunningham is also one of the principals of Software
Gallery, LLC. She's been writing computer software professionally
since 1964 and has been an antiques dealer since 1967. She's a
self proclaimed "nerd" who even had "FOXPRO" on her
Pennsylvania license plate.

Software Gallery, LLC is the latest business venture of The
Cunninghams. Long active in the antiques world as dealers and
in software development, Sue and Dave Cunningham live and
work in Laramie, Wyoming after having been located in
Denver, Pennsylvania for many years.

More information about Software Gallery, LLC and its
products can be found at http://www.softwaregallery.com. The
Antiques SOS (tm) product line has its own web site at
http://www.antiques-sos.com

To subscribe to The Antiques SOS eJournal email to:
subscribe_ASOS@antiques-sos.com

To unsubscribe email to: remove_ASOS@antiques-sos.com

_________________________________________

(C) 1999 Software Gallery, LLC

We encourage you to forward a copy of this issue (w/ all
copyright notices intact) to as many antique, craft or design
mall owners or managers as you wish. This information may
not be altered, transmitted or transferred; electronically or
otherwise for any other purpose without written permission
from Software Gallery, LLC. All rights reserved.

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