Maxim Lighting - A Journey in Lighting Design

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Zvi Sperling’s career in the lighting industry spans more than 40 years. As vice president of Maxim Group Companies, the umbrella organization for businesses owned by Zvi and his brother Jacob Sperling, he directs sales and finance.

Jacob launched Maxim Lighting in a small garage while in the US working on a student visa toward a degree in aeronautics. He used what he learned in his classes to design lighting products, and the business picked up clients so quickly that he needed to enlist the help of his brother.

The company grew to produce more than 150 lighting designs and move into a 100,000-square-foot warehouse by 1975. In 2004, the company launched ET2 Contemporary Lighting through its subsidiary, Lucca Concepts Inc. In 2005, the company would move into a 275,000-square-foot warehouse, later expanding to 400,000 total square feet in California. Maxim Group Companies would also acquire a 200,000-square-foot space in Atlanta that serves as a distribution facility for the East Coast.

Today, the company designs and sells indoor and outdoor lighting, including chandeliers, utility lighting, and fans.

Chinese Government Committed to Improving Manufacturing Practices

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Maxim Group Companies vice president Zvi Sperling has been working in the lighting industry for over three decades. Zvi Sperling is in charge of sales and finance for the Maxim Group but also has other far-reaching responsibilities in the organization, including coordination with Chinese manufacturers for well-known brands.

“Made in China 2025” is a series of reforms and investment strategies designed to place China in a position to match and eventually surpass the technological capacity of the world’s top manufacturers. The plan is not without its shortcomings, however, since long-established government subsidies and inadequate quality and pollution standards are hurting the Chinese by stunting the growth of small businesses and curtailing innovation.

At this rate, university studies estimate that China will take around 35 years to become the manufacturing superpower it aspires to be. Still, China remains a solid option for the manufacture of many popular brands, and China’s manufacturing quality is steadily improving.

Lighting Types

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For over forty years, seasoned entrepreneur Zvi Sperling has contributed towards the success of Maxim Group Companies as its executive vice president. Zvi Sperling’s firm develops products spanning the three basic types of lighting: ambient, task, and accent.

Lighting has a significant influence on how a person may feel about his or her home. Lights possess the power to stimulate or relax, all depending on how they are used.

The first type of lighting, called general or ambient lighting, illuminates the room and creates a uniform level of light throughout. General lighting helps the homemaker perform tasks safely. Used indoors, general lighting may be mounted on the ceiling or attached into fixtures facing downward. Outdoor general lighting, on the other hand, provide visibility on stairs or walkways, or may be used for security purposes around the home.

The second type of lighting is task lighting, spotlighting certain spaces in a room where extra light is needed for performing tasks, such as cooking, reading, or computer work. Task lighting makes use of brighter lights that are free of shadows or glare to prevent eye strain, examples of which include pendant lighting, track lighting, and desktop or floor lamps.

The third type of lighting is known as accent lighting or highlighting. It is focused on a specific point of interest, such as a pieces of art, plants, or bookcases, to draw attention and create a desired effect. It is also used to highlight interesting architectural design, such as columns, moldings, or trims. Accent lighting provides up to three times more light on a focal point than the general lighting in a room might provide.

What is an ADA Compliant Light Fixture?

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Zvi Sperling leverages over forty years of management experience to inform his role as the executive vice president of Maxim Group Companies. A graduate of Glendale City College, Zvi Sperling oversees the sales and finance functions of the company.

Maxim currently offers thousands of lighting products that range from contemporary interior products to tough UVA resistant outdoor lighting fixtures. The firm also offers a wide range of Title 24 and ADA compliant lighting products. ADA refers to the Americans with Disabilities Act, a piece of legislation signed in 1991 that seeks to protect the equal rights of disabled persons.

ADA compliant lighting must meet specifications related to clearance and protrusion from the wall. For example, the ADA stipulates objects such as light fixtures that hang between 27 and 80 inches high must not extend more than four inches off the wall. However, this requirement only holds if the fixture extends into a walkway, hallway, corridor, aisle, or other passage.

For additional information on ADA compliant lighting at Maxim, visit www.maximlighting.com.

Three Low-Cost Ways to Increase Sales

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Zvi Sperling, the executive vice president of Maxim Lighting and the vice president of Maxim Group Companies, handles finance and sales for the business. Over four decades, Zvi Sperling has helped Maxim Group Companies increase sales around the globe.

Regardless of the industry or the business plan you have in place, increasing sales is essential to improving your bottom line. Here are a few low-cost ideas to boost your company’s sales:

- Analyze existing customers’ behavior. Your current customers are some of the greatest assets you have. It’s less expensive to sell to an existing customer than to bring in a new customer. Throughout the year, make a point of analyzing your customers to see if they are struggling with any aspect of your product. Further, consider changing your approach to customer retention so it focuses more on personalized service and creates a positive shopping experience.

- Establish a referral system. Setting up a referral system won’t cost you much money or time, but it can dramatically increase your sales. A referral system relies on word of mouth to drive sales and encourages current customers to share their positive experiences with friends, family members, and others. In return for bringing in new business, current customers receive free monthly services, products, or a simple thank-you card.

- Drive traffic with social media. When they were created, most social media sites simply fostered communication among users. Today, social media has expanded to become a marketing platform. Using social media for marketing gives you an effective way to reach new customers without spending a large sum of money.