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C8 THE OAKVILLE BEAVER Wednesday August 11, 1999 To reach this section call 845-3824 Fax:337-5567 Ht The M o u ies To connect with Your community OAKVILLE ! □ □ □ □ m m n p i,atj: vSheridan r o yal lepage Karen Paul-Loncaric Sales Representative OATKVILFE MIKE MANN Sales Representative The Oakville Beaver YOU WOULDN'T TRUST JUST ANYONE TO DRIVE YOUR CAR, SO W HY TRUST JUST ANY COMPANY TO INSURE IT? John Baumann 627 Lyons lane *308. Cbkville 842-2225 Firm finds that sun sense sells R O ^ L ePAGE D A N C O O P E R ASSOCIATE BROKER r o yal Lepage MMHIIIIIIIIIIIIII Chester Sadlowski Sales Representative TOWNE CHEVROLET OLDSMOBILE GEO YVYV Burlington Post Telehop LOCKWOOD C H R Y S L E R ROYAL LePAGE HHIIIIIIIIIIIIIII R I C H A R D W E I M A Associate Broker fOAK-LAND \ L I N C O L N M E R C U R Y P A R K S Bronte Creek Sunveil Sunw ear has carved out niche for clothing that shields su n 's rays By Nancy Alexander really do the job in filtering U SPECIAL TO THE BEAVER rays. V Sunveil's Carnovale: more peo­ ple aware of need for sun protec­ tion The "Prampopper", like the rest of the Sunveil line, is made from a soft, gauzy, transparent fabric that is designed to let the air circulate while providing maximum UV pro­ tection. Carnovale's back­ ground as a design­ er has allowed him to combine style with function. In other words, not only does the clothing look good, the special­ ly-woven fabric affords effective sun protection while allowing the wearer to remain cool and active. The current line offers a selection of classically- styled jackets, drawstring pants, a sports shirt, beach coverup, a sarong and hats. Jackets, pants and sunhats are also available for children and Carnovale says this line will be expanding to keep up with the grow­ ing interest in sun protection for children. Produced in Oakville, Sunveil Sunwear has made a name for itself around the world and is now avail­ able in retail shops from Tel Aviv to Fiji. Carnovale credits Canada's "snowbirds" with helping to spread the word in the southern United States which now supports twelve retail locations. "We started off as a small season­ al line," says Carnovale, "but with more retired folk travelling year round, there's hardly any down time anymore." The Sunveil Sunwear line is available locally through Karen's Boutique, Irish Classics and Harrison's (the children's wear only). Christopher Carnovale can still recall the exact date that people started to pay serious attention to his products. It was July, 1989 and Canada's health minister was Jean Charest. In a large headline in the Saturday Globe and Mail, Charest issued a warning to parents to keep their children out of the sun. That's when the phone started ring­ ing," says Carnovale, presi­ dent of Sunveil Sunw ear , special­ ists in creating sun- protective clothing sincel986. Carnovale's stylish and colourful line of sunwear is the first of its kind in North America to be regis­ tered as a medical device. Not only has it proven effective in preventing sunburn, but it is also recommended for those with serious skin condi­ tions and sensitivities such as post­ cancer therapy patients and those with conditions such as lupus, por­ phyria, vitilago and polymorphic light eruption. The original Sunveil Sunwear I line is designed to offer the wearer 89 to 92 percent protection from all hazardous UVA and UVB radiation. Now, the company has taken the technology one step further with its Sunveil II Suntex fabric, designed for those who are highly sensitive and need a greater degree of protec­ tion. Sunveil II offers protection up to 97 percent, or the equivalent of an SPF 30 plus. Participating for the first time in Oakville's recent Waterfront Festival, Carnovale said he noticed that people are generally much more aware and concerned about the dan­ gers of sun exposure. Although Sunveil's biggest market is the over 40 age group-- the ones who Carnovale says have had "their first scare"-- he sees increasing interest in his children's line as more publicity is given to the harmful cumulative effects of sun exposure. One of his new products this year-- the "Prampopper"-- was a particular hit at the festival. Carnovale says he stopped sever­ al people who had blankets draped over their babies' prams and strollers to keep out the sun. Not only were some of those babies very hot and sweaty, accord­ ing to Carnovale, but a blanket can't CNE celebrates Oakville Aug. 27th The town of Oakville will be in the spotlight on Aug. 27th when the Canadian National Exhibition marks Oakville Day. The occasion is designed to pro­ mote the town's diverse attractions, community groups, events etc. A half-acre site will be provided west of the Food Building and north of the Queen Elizabeth Building and the Oakville Community Comer will pro­ vide entertainment for all attending. There are still a few booths avail­ able for local community groups or attractions to showcase themselves. For further information, call the Oakville Chamber of Commerce, 845- 6613. High Speed Internet over More people are becoming aware of the need to protect themselves against the sun's harmful rays and that's paid off for Oakville-based Sunveil Sunwear. Fear can be salesperson's best friend By Dave Anderson SPECIAL TO THE BEAVER There is little that has been as badly maligned as fear. Fear is a businessperson's and salesperson's best friend. Fear should not be feared, it should be revered! Here's why. The only way to alleviate fear is to accumulate information. If you were afraid of the dark and I turned the lights out, you would experience fear. How do I alleviate that fear? Turn the lights back on. When your sensory system receives information about the size, shape and other details of your surroundings, the fear dissipates. The accumulation of information has allevi­ ated the fear. Fear is a natural part of every (buying) decision. The amount of fear our brain injects into any decision making process depends on the capacity of the decision to adversely affect some valued part of our life. For example, if you have decided to build your own home, you would experience a large amount of fear. That fear may be for the financial secu­ rity of your family, a very important personally-held value. To really understand the importance of fear, we must appreciate the all (buying) decisions are made emotionally and irrationally at a subconscious level. When we first become consciously aware that we have made a decision our system adds fear to the process. That fear forces us to accu­ mulate logical, rational information to confirm or deny the decisions we have already made. This is where the salesperson comes into the picture. The salesperson's job is to provide that logical rational informa­ tion. Salespeople don't talk prospective customers into buy­ ing things. Salespeople are communication channels designed to provide the information nec­ essary to confirm a decision that has already been made. That is the reason product knowledge is so important. Fear has compelled the customer to seek you out. your skill at communicating the right information will make or .break each sale. Most business people have already made a decision to communicate with their prospective cus­ tomers. Why then don't they advertise on a regular basis? The answer is because no one has given them the informa­ tion they need at a logical rational level to confirm that deci­ sion. They tried it once and it "didn't work". Therefore the only information they have to alleviate the fear of wasting money or looking stupid is negative. It didn't support the decision to advertize. Fear is truly your best friend. Understanding the fear involved in making business decisions will help you accu­ mulate information and run your business with insight. Concentrating on alleviating your customer's fear will increase your sales. Dave Anderson is available for sales meetings and annual conferences. Call (705) 526-7661 T h e . ^ B u s in e s s „ D o c t o F ^ Su&ut GROUP " HaltonSearch.com FOR INFORMATION CALL 337-5599 ((G /iC O G I: Home www.cogeco. ca /hom e ' FOR BASIC CABLE SUBSCRIBERS. S49.95/MONTH FOR NON-SUBSCRIBERS. Business http://www.cogeco To reach this section call 845-3824 Fax:337-5567 OAKVILLE !□□□□ Sheridan MIKE MANN DAN COOPER Chester Sadlowski YVYV Burlington Post LOCKWOOD Bronte Creek Su&ut Home Business