Give the Gift of Education

(Continued from previous page) marketing plan and figure out how to put a spin on it. New, new, new helps you to avoid what happens to over 90Vo of corporations-they drift.

We know that most romantic affairs take place because of the bedroom monotony at home. The same applies to business. You can't blame the economy, but you can stop the drift and build excitement among your people and clients.

At a breakfast seminar in Atlanta, I arranged for the c.e.o. of a very large firm to sit next to my client's c.e.o. At the conclusion, the c.e.o. guest was in no hurry to leave, but I loved his question to our c.e.o.: "Do you mind if I ask you what your revenues are?"

My client replied, "$50 million." Silence. Then the guest said, "It's kind of embarrassing for a $S-billion client to be educated by a $50 million vendor. I'm very appreciative, as I learned a lot. How do you propose we build on this relationship?" Ka-ching!

. On a routine basis, I ioin the salesperson on a target account sales call. Naturally, we tell them we want the c.e.o. in attendance and ask that everyone be armed with their best questions.

Caution: I've been doing this long enough that I can share that your onehour visit often winds up as a two- to three-hour session. Often the group is dismissed and we wind up in the c.e.o.'s office. And most often, the c.e.o. asks me to get our salesperson to go make a call elsewhere as a plethora of things on the c.e.o.'s mind is confidential in nature. The c.e.o. gets better and we get business.

. This one was classy. There was an extremely large potential client and I noticed the v.p. of sales never mentioned them so I inquired about the reason. I got something like, "They're not going to switch." I had him make an appointment with the #2 guy in the organization and had a salesperson drive me there, where I received a modest $20.000 trial order.

But here's the classy portion: I invited him, his executive team, and their spouses to come to my client,

Stimson Swaps Northern ldaho Forestlands

Stimson Lumber Co.. Portland. Or., has swapped 921 acres of land adjacent to the Idaho Panhandle National Forests, to be preserved for wildlife habitat.

In exchange, Stimson received in 995 acres of federal land near Bayview, Id., and Hoodoo Lake, which lacked public access or had lower-quality wildlife habitat.

"This project is good for elk, moose, deer and other wildlife because it protects habitat in a scenic area that's disappearing beneath summer-home developments," said David Allen, president and c.e.o. of the Rocky Mountain Elk Foundation. "Plus, larger contiguous public lands are more easily managed for elk than small isolated tracts," who was based in a tourist city. We had the ladies touring in horses and carriages and, without them knowing it, we arranged for stops at classy stores along the way where a gift (sometimes inscribed) awaited them. While they toured, I provided a management seminar for their spouses.

The deal took l0 years to finalize. "Doing the 'right thing' just took a while to complete," said Stimson v.p. Ray Jones.

My c.e.o. got his bank to loan us his yacht, chefs and servers. The #2 executive came to the back of the boat where I was sitting watching the porpoises "escort" our boat while swimming along side. It was as if we had trained the porpoises to entertain our group. He said, "Bill, we cancelled the rest of our agenda to just plan on implementing the education we received. This was the best management retreat ever." There's more to this client example, but I can share that we received millions of dollars in orders in five months.

Providing valuable education helps your clients be better prepared to sell more (often your products) and lead better. You've provided a valueadded service, they will remember you for years, and you've further bolstered your reputation.

If you do not create competitive advantages, you cannot successfully compete. Forget the old school lunches, ball games, and holiday gifts. Instead provide a service that will help your clients be more successful. The rewards will come back to you 10.000 to 100.000 fold. You can still have lunch, but you will be setting up the next seminar-for more business. Education is one of the most valuable gifts you can provide.

- Bill Blades, CMC, CPS, specializes in growing people and revenue in the areas of sales and leadership. He can be reached at wblades@aol.com or (443) 477-0061.

ANSI Approves CLT Standard

The American National Standards Institute has approved a new standard for cross-laminated timber, according to APA-Thc Engineered Wood Association.

Used for more than l0 years in Europe, CLT is currently bcing produced by two APA members in Canada. while several U.S. manufircturers are considering started production this year.

The engineered panels are comprised of three or more layers of solidsawn lumber or structural composite lumber that are stacked cross-wise and bonded with structural adhesives. Construction applications include roofs, floors and walls in residential and non-residential buildings.

The new standard. ANSI/APA PRG 320, providcs requiremcnts and test methods for qualification and quality assurance of CLT. The standard includes seven stress classes covering major wood species in North America.

Code change proposals that would allow CLT products manufactured to the new standard to be recognizcd as code-compliant construction matcrials by the 20 l5 International Building Code have bcen submittcd by APA on behalf of its CLT Standard Committee. Similar proposals for adoption into the Canadian timber design code are also being discussed.

Buyers to Evaluate New Products at Hardware Show

This spring's National Hardware Show f'eatures a new program to offer companies introducing new products with f'eedback and possibly distribution deals with prospcctive buyers.

Each vendor that rcgisters for the new Product Rcview & Vetting Program will be allowed to submit onc product to up to threc buyers. who will evaluate the product for their programs. The buyers will then provide f-eedback to the vendors, to help them sharpen their marketing eflbrts.

Buyers will represent-among others-Ace Hardware. Distribution America, Handy Hardware, Jensen Distribution, Lancaster, PRO Group, and United Hardware.

Products categories to be considered are Hardware & Tools. Homewares. Lawn & Garden. Paint & Accessories, Plumbing & Electrical, Storage & Organization, and Tailgate.

The show will be held Mav l-3 in Las Vegas, Nv.