During the Bee, we discovered that 80% of the top sellers that made it up on stage own a Bentley Guide. The higher the level of sales, the higher the percentage. It is undeniable that The Bentley Guide is an essential sales tool and we want to teach Consultants how to use it to strengthen and increase their business.
Our goal at The Bentley Collection is to advance the collectibility of Longaberger products through accurate and objective education. We have been in the industry 11 years, just introducing our 11th Edition this summer. Every day we speak to collectors and consultants from all over the country in a variety of different markets about this collectible. We are the only source in the industry that can claim complete independence from the market .. which adds to the validity of the information we provide. This year, we will review over 60,000 transactions to determine what will be published in the Bentley Collection Guide. These transactions are pulled from every state, some over seas, from every market and from every type of collector out there. In our 11 years of service, we have reviewed over a quarter of a million individual transactions.
From this expertise we want to educate Consultants with what we have learned from Collectors ... your customers:
Collectibility adds excitement into your Home Show ...
... it builds history
... it creates emotion
... it adds challenge
... it attracts new customers
... it justifies cost
... it builds customer loyalty
... that all adds up to IT INCREASES SALES!
The Bentley Guide is the tool to bring collectibility into your business!
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Our goal is to educate and excite. We want to introduce new collectors to the touch, feel, smell of history. The history that sets Longaberger a part not only from other direct sales companies, but from other collectibles. Itís the history of J.W. and of Dave that makes the difference!
Collectibility brings excitement to the show .. excitement is what elicits action and sales ... history is what brings them back and validates value ... return sales is what advances the company .. better than any hostess incentive out there! It appeals to their senses and builds security in your product. Security not from an item's value, but from building trust in what you have done, what you are doing today and what the company wants to do tomorrow.
If the Bentley Guide helps you sell 2 baskets, it pays for itself immediately. Itís like the VISA commercials .. one Bentley Guide, $25 ... cost to have it shipped, $5 .... gaining a new long-term, loyal collector ... priceless.
The Bentley Guide is so much more than about the secondary market ... we are about furthering the collectibility of Longaberger products ... we are about educating Consultants and advancing their business ... we are about sharing the history behind these gorgeous items so that more people can love what you do for a living. [back to top]
If you can build Collectors as your core customer, it is the secret to what will maintain your business for the long term.
ē Itís the Collector that is buying every month and usually more than just one of an item.
They buy for friends and family because they LOVE THIS PRODUCT. Why do they love it .. they are gorgeous & functional, but so are a lot of baskets. They love this product because of the history behind it and what it stands for Ö what it was, what it is and the vision for tomorrow. Itís why we all started ... we believe in it!
ē Itís the Collector that doesnít object about price or availability.
They just have to have it! Collectors stay with you through thick and thin, through price increases and product discontinuations. But often, a collector has to be developed through education and experience. The Bentley Guide is the tool to bring out the collector in your customers. [back to top]
ē The Bentley Guide validates the true value ...
... of the one-of-a-kind, American hand-made piece of art before them. We want to help Consultants develop outstanding levels of customer service, build long-term sales, produce loyalty in your customers and increase your sales, which in turn advances the collectibility of Longaberger Baskets.
ē The Bentley Guide fills in the history.
Our 350 page book is not just values ... while that is an important part of validating the collectible, it really is just a fraction of what the Guide offers. We have the only source that offers a complete history of Longaberger products. The full color pictures are exciting and allows the collector to ďwindow shopĒ
for hours on end. For many collectors, our book is the only place that they will ever have a chance to see many of the rare items. For the Consultant, it is an essential training tool and customer service tool.
ē The Bentley Guide adds excitement:
Let us illustrate how the excitement within the Bentley Guide can empower you as a Consultant:
Thank for coming to my Home Show ... so great to see everyone! Tonight, this is my ďfeature basketĒ ... This is one of my favorites ... actually it WAS Daveís favorite too. It is called a Medium Market basket .. this form was one of the original forms used by J.W. Longaberger, himself, back in the early to mid 1900ís. Over the years, Longaberger has offered this basket in 5 different sizes ... Large, Medium, Small, Little and Miniature. This basket was even used for the design of our Home Office in Newark, Ohio .. what an awesome inspiration that building is .. we should take a tour together sometime. Anyway, over the years, The Medium Market basket has shown up in 15 different ways in 9 different collections ... some with stationary handles, some with swinging, some with color, some without, and even one with stair-step weaving ... the first one to tell me which Medium Market featured the stair-step weaving wins a prize... Depending on which one you have, itís value can range from $70 clear up to $1800!! Itís a very beautiful, functional basket .. Tonight, you can order this basket in the sizes Large, Medium or Little, all with swinging handles ... the Medium, which Iím holding now, retails for $69. Let me tell you some ways it can be used...
Isnít that fun! All of that information is in the Bentley Guide. The pictures introduce customers into a new realm they have never had the chance to experience before .. the Quick Find and Dimensional Search are customer service tools that help identify baskets, complete collections and create add-on sales ... the values validate your collectible . . . and the history woven throughout the pages keeps them coming back for more!
ē Other services:
Getting Consultants inventoried and insured for proper value. Our experience has shown that less than 20% percent of Consultants are actually insured properly. Itís an overwhelming task in which we can help by offering specialized tools, such as our Collectorís Checklist or our Bentley on Computer software program. [back to top]
Am I allowed to talk about collectibility at my Home Shows?
One piece of misinformation about collecting and the secondary market is that itís all about selling ... actually, collecting really has very little to do with selling .. itís more about buying then selling! A collector often has that ďI need it allĒ mentality and if they canít have it all, they donít want it at all.
We talk to many Consultants and we hear a lot of the same concerns .. they donít know how to bring collectibility into their business ... or they donít know if they are allowed to bring collectibility in. There is a lot of misinformation out there about what you can and cannot do.
Itís hard for the Longaberger company to address these issues or concerns because it is difficult and not advised for a manufacturer to be involved in endorsing & validating their own product. That is where the Bentley Guide fits perfectly. Allow us to validate your product .. allow us to answer the questions .. allow us to address the concerns .. as an independent party, we have nothing to gain in the market. We only have to gain by increasing the collectibility of your product.
Customers hear the hype of the secondary market ... we want to educate Consultants to not only be able to address the hype but combat it with truth. Right now, The Company is not able to address this part of collectibility ... but we can. We donít endorse the market either, we just educate about it. Itís our job to know the dangers and trends and to educate. We are in it every day! We know what the market is doing and is not doing and we have the tools to educate.
Itís not about secondary market .. itís about collectibility. The secondary market is a small portion of a collectible. Itís just an avenue in which a collector will use to further their collection. Itís not the place to get history, to find fact, to value their items or get excited about. [back to top]
Did you know ...
... over 36 million Americans consider themselves a Collector and most own more than 5 different collections?
... a typical Collector spends an average of $800 a year adding to their collections?
... that less than 1-2% of the American population owns a Longaberger Basket?
... a typical Collector is female, ages 35-64, married, well-educated, employed and more affluent than the
Do any of these sound like your current Customer?
The question is .... how much do you believe in the collectibility of your product? Do you believe in its power to increase sales. Wouldnít you like to have 80% of your Consultants on the stage this year at the Bee? It could be up to you to make available the tool that can give you the edge ... The Bentley Collection Guide. [back to top]
We welcome all feedback from our customers:
By phone: 614-855-8507 / 1-800-837-4394
By fax: 614-855-9847
By email: firstname.lastname@example.org
By mail: 5870 Zarley Street, Suite C, New Albany, OH 43054 [back to top]