Here are 10 sales strategies that can have a positive influence on performance in 2015.
Officers & Directors
President Carla Perri - President - Perri's Leather & Metal Crafters, Inc. Manufacturer Member 610-255-4199 x 108 | Email
Carla Perri graduated from West Chester University with a Bachelor of Science degree in Accounting. Carla has been in the tack business since she graduated college in 1986 - first working for a tack store for 13 years before starting Perri's Leather. Perri's Leather will be celebrating its 10th Anniversary in March 2010. Carla has been active with horses since she received her first pony at 8-years-old. As a child, she was an active member of 4-H and later competed in the Quarter Horse Circuit as an adult. Carla believes that it is very important to give back to an industry that has given her so much. At Perri's, they focus on helping others in the industry by sponsoring the IHSA, IDA, USPC and the PA State 4-H Horse Show along with many other dealer-related events. When Carla is not working, she and her husband spend time caring for all the animals on their farm, which includes one horse, one miniature horse, two miniature donkeys, three miniature cows, five dogs and a cat.
President Elect Hope Birsh - Maryland Saddlery Butler, MD Retail member 410‐771‐4135 | Email
Hope opened the Maryland Saddlery in 1989. Since 2006, Maryland Saddlery has opened two additional locations. For many years, Hope has been partnering with manufacturers in developing new products and improving the fit of existing product lines. Hope also specializes in choosing the correct bit for her customer's horses through clinics and consultations.
Vice President Annemarie Cochrane - Sales Rep Elverson, PA Sales Rep Member 484-432-5338 | Email
Annemarie Cochrane is an independent manufacturer sales representative in the Mid-Atlantic region, and she lives in Chester County, PA. Annemarie received her undergraduate degree from Skidmore College and her Master's degree from Immaculata College. Prior to forming her own business as a sales rep, she worked for Nunn Finer Products. She has been an avid equestrian since the age of seven. Her passion for retail and riding has culminated in her career and also the launch of her blog site, TackCulture.com, where she promotes the stores and lines she represents and shares her own experiences.
Treasurer Lilo Navales - President and Designer - Leather Goods of Spain/LILO Collections Manufacturer Member 804-744-0900 | Email
Prior to founding Leather Goods of Spain, Lilo Navales worked for 13 years at a prominent New England financial institution in community affairs and also worked for their foundation as a grant maker. Lilo is fluent in Spanish and looks forward to putting her skills toward developing a stronger Hispanic equestrian presence. She has been riding English for pleasure since she was five. Lilo owns and rides her Thoroughbred and is an avid skier and triathlete, training towards her first Ironman.
Immediate Past President Ron Cimini - President - Tory Leather Co. Williamsport, PA Manufacturer Member 570-321-5423 | Email
Ron Cimini began his equestrian career in 1969 as a Sales Rep for Tex Tan Western. Two years later, he was promoted to Sales Manager for Tex Tan. In 1976, Cimini purchased Dr. Davies Products Co., which manufactured horse care products and rat poison. In the fall of that year, he started Tory Belt & Leather Co. making Western belts. At the same time that he started Tory, he went to work for Roy Martin at Buford Saddlery developing a line of straps for the company. Today, Cimini spends his time running Tory Leather Co.
Tony Coppola - President - The Tackeria, Inc. Wellington, FL Retailer Member 561-793-2012 | Email
Tony Coppola has been actively involved in the equine industry for more than 35 years. His industry experience includes wholesale and manufacturing, and importing of leather goods and polo equipment. Coppola has ridden horses for 50 years and played polo for more than 40 years. He is on the Board of the Polo Hall of Fame and Museum, the Board of the U.S. Polo Association and the Polo Training Foundation. His son also competes in shows and polo.
June Evers - Hollow Horse Press Goshen, NY Manufacturer Member 845-651-2390 | Email
June Evers began riding when she was 8 years old and attended Lake Erie College for two years as an aspiring equestrian major. When she realized she was more talented creatively, she transferred to the Rhode Island School of Design. After graduating in 1986 with a BFA degree, June worked as an Art Director for an advertising agency in New York City. She started Horse Hollow Press as a creative outlet for herself at night where she could control the final art and creative design process. Leaving the ad agency, June freelanced in the magazine world for several years counting Cosmopolitan, Country Living, Redbook, and SmartMoney among her clients. She also began work for the American Horse Show Association, a partnership which lasted from 1991 - 1999. When her contact at AHSA, Kathleen Fallon, took a position at Breyer, June continued to freelance for Kathleen doing on-site design for Breyer. For the last seven years June has co-hosted a radio show called Horse Talk every Saturday and after the success of her book The Original Book of Horse Treats, June was able to quit some of her freelance design work and work solely for Horse Hollow Press.
Kelly Herd - President - Kelly Herd Jewelry Cleveland, TN Manufacturer Member 423‐728‐4009 | Email
Kelly is the president of Kelly Herd Jewelry, a jewelry manufacturing and wholesaling company that does both their own designs and contract work for the western and the English industries. Kelly saw a need for elegantly designed equestrian jewelry targeting a high-end market and after several years in the retail arena, decided to bring the success his company had enjoyed to the equestrian wholesale market. Kelly Herd Jewelry now services more than 600 retailers globally, including both smaller retailers and chain stores.
Barbara Jacobsen - The Engraver West Chester, PA Manufacturer Member Email
Barbara’s lifelong love of horses began with riding lessons at age 6. Today she has 2 horses and rides several days a week. Munchie, a Moldavian Warmblood, is now 25, and she has owned him since he was a yearling. Her newer project is Zoey, an 8 year old off the track Thoroughbred. Much to their dismay, both are learning dressage.
Barbara graduated from West Chester University with high honors, and a BA in History. Her goal was to find a horse job that didn’t involve mucking. In 1982, to achieve that goal, she co-founded The Engraver with her partner, Jack Jacobsen.
The partners have recently started a new division, The Green Hill Collection, specializing in fine leather and canvas goods, all manufactured in the U.S.A.
Barbara has served on the board of the Delaware Valley Combined Training Association, including a term as Finance Chairman. She has been on the board of Dressage at Devon as Exhibitions Chairman for many years.
Glyn Sandzen – The Tack Shop Greenville, SC Retailer Member Email
Glyn Sandzen showed hunters and jumpers, fox-hunted, and participated in US Pony Club as a child; rode and taught saddle seat, showed American Saddlebreds and hackney road ponies through high school; taught hunt seat and worked at her family’s barn summers during college years. Shortly after earning an A.B. from Duke University with Honors in Economics, she took over management of the family business, The Tack Shop, Greenville, SC – est. 1967, and has owned and operated the store(s) since 1984. Also, Glyn oversaw her farm with 45 head and two leased barns, and managed her indoor horse show facility for four years. She currently serves on the board of the South Carolina Upstate Equine Council, and supports a wonderful therapeutic equine program for at-risk kids in her area. To improve her professional skills, Glyn has taken extensive training in marketing, management and inventory control.
Ronnie Zito – Tri-County Feeds Marshall, VA Retailer Member 540-364-1891 | Email
Ronnie has been professionally involved in the equine industry since 1981. After many years in 4-H and Pony Club, she started as a yearling manager on thoroughbred broodmare farms before moving to Southern States in 1985 as a management trainee and eventually becoming a manager of a retail location and then an equine field sales rep. She next worked with Pfizer as an equine sales specialist and then Bradley Caldwell as a sales representative before coming to Tri-County Feeds (TCF) where she is currently the Buyer/Inventory Manager. Ronnie competed on horse judging teams for 4-H and Virginia Tech and also competed in jumpers, horse trials, low-level eventing, team penning, judged trail rides and trail classes, along with trail riding and horse camping. Ronnie has also been a member of several riding associations, including Pony Club, CDCTA and Trailblazers.