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This Issue of Material Handling Wholesaler is Sponsored In Part By:

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December 2014


Setting a profitable pricing strategy


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Cover Story 6

Setting a profitable pricing strategy Dr. Rick Johnson

Columns 10 20

Aftermarket John Walker Reality in your shop!

Bottom Line Garry Bartecki Keep your knowledgeable friends closer

Industry News 14 Nuts & Bolts

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Material Handling Wholesaler: (ISSN # 2155-3467) is published monthly for new and used equipment dealers, equipment manufacturers, manufacturer’s reps, parts suppliers, and service facilities serving the material handling industry. Editorial opinions expressed herein are the author’s and do not necessarily reflect the opinions of Material Handling Wholesaler. All material contained herein is protected by copyright laws and owned by Specialty Publications International Inc.

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Cover Story Dr. Rick Johnson

Setting a profitable pricing strategy

Have you noticed that price is not the major topic of discussion when it comes to customer expectations? You see, the reality about price is that the customer expects the right price, which does not automatically mean the lowest price. A key skill you must acquire to become top sales performer is the ability to explain and sell value. What is the difference between “price and cost?” The point is that competitive advantage is not about price; it’s about value. So what are the products’ value propositions? This is not just the features and benefits. It’s about what value the features and benefits actually provide for the customer. What are your company’s value propositions? What are your personal value propositions? Why should the customer do business with you; with your company?

Price is not the same as cost Many factors related to the transaction between the supplier and the customer relate to cost. These factors can often increase or decrease the total cost of doing business with your company. In fact, these factors are capable of turning a low price into a high cost, including such things as: • Quality defects • Partial shipments • Availability • Packaging issues • Shorter life cycle • Higher repair costs • Limited warranty • The difficulty of doing business with you These are just a few examples. Try brainstorming with your peers as a group. You’ll be surprised at the number of factors that affect cost, making the low price the 6

December 2014

high cost. Understanding this is a basic principle of margin management. Ultimately to create margin improvement, your entire sales team must have good judgment of market potential as it relates to margin improvement. They must be self-disciplined and make intelligent decisions based on fact. Each territory manager must develop his own plan for profit improvement and be flexible on the implementation of that plan. They must be action oriented and customer driven and yet be extremely conscious of profitability objectives.

Pricing/profit — strategy So, what is a pricing/profit strategy? What is involved? A pricing strategy is nothing more than determining how you are going to price your product in the marketplace to maximize profitability. That sounds pretty simple. The complexity of the issue comes into play when you start looking at all the factors that may play a role in determining your strategy. Those factors start with knowing your competition. There is a common belief that "market price is set by the dumbest competitor." Knowing your competition and what their objectives are plays a key role in determining your pricing strategy. • What is their market share? • What is your market share? • What are your competitive advantages? • How would they describe their competitive advantages? Answering these questions will give you insight into building your pricing strategy and determining the components of your strategy and how they will be used. Remember – Profit is not a dirty word.

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Cover Story

Sensitivity pricing All products and business segments are price sensitive to some degree, and this sensitivity is higher for some products than for others. Pricing on high sensitivity products or segments must be managed much more closely than those that are less sensitive. You cannot afford to be considered the high-priced source on these types of items. On the other hand, your customers may be much less price sensitive on many peripheral products. It would be advantageous if you classified products and segments according to price sensitivity. The high-price sensitive items are naturally going to produce lower margins. Therefore, to offset the impact, distributors must take advantage of the profit impact of increasing prices for less sensitive items.

Unprofitable customers It is a good idea to analyze your customer base each year to determine where you are making money and where your expenses exceed the profit you generate independently on each account. As a distributor, you have limited resources available to service your customer base. Inventory management is critical, cash flow management is critical, cost containment is critical and a definitive pricing strategy can be your "edge" in creating competitive advantage. If your organization is not skilled in activity based cost analysis you might try to determine your most profitable customers using a simpler approach. This approach uses basic calculations to give you some sense of where your money comes from and where it goes. Most of your cash is tied up in inventory and accounts receivable. Consequently, you need to be disciplined enough to ration your cash investments to only those customers who provide a return. The following steps describe a simple calculation that can provide answers without using an all- out activity based cost analysis: 1. Determine the average cost of processing an order in your business. What is your cost to process an order, pack it, ship it, and collect payment? Each of these stages has internal costs that you assume are covered in your pricing matrix schemes. For most distributors, the cost to process one order completely is between $30 - $100 per order. 2. Determine key figures for each customer. - Total sales - Total cost of goods sold (COGS) - Gross margin dollars (item 1 minus item 2) - Number of orders processed per period • Multiply the number of orders by your estimated cost to process an order. You can use the specific number you calculated in the first step above, or an average provided by your industry association. This cost can change drastically based on the type of product sold and the services provided with each order. However, the $50 range would be a good place to start.

• Determine the net profit for each customer. Now that you have multiplied the number of orders by the perorder cost, subtract that cost from the gross-margin dollar figure. Do this for each customer. The result will be either a positive or negative number. • List the results. List your customers in descending order, from the largest contributor of net profit to the lowest contributor (you will hit the negative numbers quicker than you might imagine). Not surprisingly, the Paretto Rule often applies here also. You may get to zero and negative contribution after about 20% of your customers have been analyzed. It is this remaining 80% that have some negative impact on your bottom-line profits. Eliminating 80% of your customers based on this exercise is not realistic. However, you certainly might want to analyze how you are doing business with them. Look at all the customers with a negative net profit and determine what their rules of engagement are and what changes can be made to improve profitability. Dr. Rick Johnson is the founder of CEO Strategist and a veteran of the wholesale distribution industry with more than 30 years of executive management experience. Sign up to receive “The Howl” a free monthly newsletter that addresses real world industry issues. – Straight talk about today’s issues. E-mail to learn more or to arrange to have him speak at your next event.




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Aftermarket John R. Walker

Reality in your shop! More often than not perception can become reality. If we look and feel successful we will be successful! Years ago while doing some work for a farm equipment dealer I walked into his shop and service department. It was literally a pig pen! Several months ago while doing work for a lift truck dealer, I noticed that one of his service vans parked in the lot was a disgrace on the outside, particularly in light of the fact that all other vans looked very clean and professional. I opened the back door of the van and was not surprised to see that it looked like a garbage truck on the inside. Reality, as described by Webster is: “The quality or state of being actual, or of being true” ... Webster I mentioned to both the service manager and the dealer principal what I had seen while inspecting the van and here were their comments: Joe is a “super” technician and we have talked to him on numerous occasions about the appearance of not only his van but his own appearance, to no avail. Well, the first reality is that Joe is not a “super” technician. I’ve discovered over the years that any technician that neglects the appearance of a) his workstation, b) his service van, or c) his personal appearance is not a “super” technician, but a simple “wrench turner” with a low level of efficiency. The second reality is that Joe is holding the service manager and the dealer principal hostage. Both were afraid to take corrective action because as they told me, “You don’t

know how hard it is to find quality technicians in this area of the country!” The third reality is that Joe’s attitude of indifference; his low efficiency is dragging-down the other 20 or 40 shop technicians. The other technicians pick up quickly on what Joe is allowed to get away with and their work habits and attitudes drop accordingly to Joe’s level ... that’s the reality! Over the years we have written numerous articles about hiring veterans. I have been pleased with the comments we have received from our readers. Most all the comments have been positive. Most of the negative comments center around the fact that “these Vets” don’t have the experience of working on the equipment dealers sell. That’s probably quite true but let me say this, you will find that they learn a whole lot quicker than someone fresh out of high school because the three years (minimum) time they served us in the military helped them to develop a solid work ethic and a pretty positive attitude about work. And, you won’t find a problem similar to what I said at the beginning of this article. Veterans lived and worked under a system of inspections of their work area and of the job they just finished. You don’t have to tell these people twice about keeping their work area cleaned up. Promotions (pay raises) are given out not necessarily for time in grade, but for their work ethic, willingness to learn and their ability to work as a team. As one client, who has numerous veterans says, “Yes it takes a bit of

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Aftermarket patience, but we have found that all you have to do is show them or tell them just once and they have “got it”. A service manager wrote me the following and with some slight editing I have changed it so that the words flow more easily. “If a service department is to market itself for credibility, our dealership feels that service quality is an area that must be strengthened and developed even before a marketing plan is made.” “It is difficult to maintain a high true labor rate if you are constantly writing inefficient labor off in order to invoice your customer equitably, and are mired down in rework. I believe this to be a more difficult practice than proactive service marketing, since it is so dependent on the individuals that are hired. I have finally gotten this dragon by the tail at my own dealership. After seven years of careful planning, hiring and firing, I am now able to rely fully on my marketing, since I can now rely on the quality of the product (service) we are providing, and the individuals providing that service.” He went further by saying, “I can tell you that this is the single issue I have grappled with the most, and it is very rewarding to be able to see the fruit of that labor borne out in a runaway marketing program and growing margins and market share. I have had competing dealers tell me that in some cases the only reason they cannot persuade a customer to buy their product over ours is singularly due to the quality and presence of our service department. We learned the hard way that service with a poor reputation is a hard sell!” Many dealers are learning that the issue of service quality is markedly more difficult than service marketing since it requires a good deal of time, long range planning and basic complex human resource procedures. As we mentioned, too many equipment dealers are held hostage to inefficient and unskilled employees that hamstring their quality and destroy customer confidence in the equipment dealership. Without confidence in your dealership’s service quality, service marketing is powerless. There have been times when we have asked the dealership’s equipment sales personnel, “What do you think of your dealership’s quality of service?” So many times the sales person’s body language immediately conveys his answer and unfortunately this answer is all too often picked up by the customer. Good help is hard to find! As often as that phrase is repeated, we will a give you something to remember. Good help is hard to find, but for those of you who don’t work constantly and consistently, taking advantage of outside sources and thinking

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outside the box, we can tell you that it absolutely won’t get any better in the future. Successful recruiting dealers have discovered just how important people are to their business and have decided they can no longer recruit personnel in the future as they have done in the past. Successful dealers have discovered that the adage, “If you think hiring good people is expensive, try hiring bad people for a true comparison!” For years, if you mentioned to a dealer that he should consider going on the outside to a recruiter in order to find better personnel, the dealer would roll his eyes and say to you, “That will cost an arm and a leg,” never realizing just how much time was being spent by his managers to source personnel. Generally the people hired lasted little more than two to three months, or even worse you hired them, held them in the position for as long as a year, truly realizing you had made a mistake. Over the years we have experienced dealers who have accepted mediocrity because they truly began to believe that they just could not find someone better to do the job. Our term: These dealers are being held hostage! Why is it that so many principals, owners and managers in business are afraid to take the necessary steps to remove inadequate personnel and or personnel who continually flaunt the rules? We sometimes believe it would require an employee to commit three cases of excessive fraud or theft before the decision was made to terminate the individual. Many express the fear that to hire a replacement will be too expensive and, the price you would have to pay to attract that individual would cause the entire department to expect pay scales to increase dramatically. Read our article written several years ago, Where are the great ones going (staying) and WHY? Today equipment dealers recognize the term Mega Dealers. These are generally classified as dealers with five or more locations. These dealers, for the most part, recognize the extreme need for someone to perform the function of the dealership’s human relations manager; someone who is responsible for hiring, terminating, training, paying for performance, etc. We maintain that hiring dealership personnel is a full time job requiring continuous effort to put together a package that has the wherewith-all to attract, hire and hold the best employees possible for the dealership. You can be assured that hiring professional technicians will only do three things for your dealership: 1) increase your sales, 2) increase your profitability and, 3) dramatically improve your customer satisfaction indexes. Remember: When hiring anyone to fill a position in the dealership, always look for professionals with strong work ethics who are looking for a long term career and not just a paycheck or not just a job. WORK ETHICS, INTEGRITY, INTELLIGENCE and EXPERIENCE If you cannot find a candidate with superior work ethics, integrity and intelligence, all of the experience in the world will not make up for the first three mentioned character traits! Contact us at: if you would like more information on hiring product support personnel ... we have a wealth of written material on this area of your business. John R. Walker is president of Aftermarket Services Consulting Co. Inc. E-mail to contact John.



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Nuts & Bolts Acquisitions, expansions & other business news

Toyota agrees to purchase Tailift Toyota Industries Corporation (TICO) has entered into a definitive agreement to acquire Tailift Company., LTD which manufactures forklifts in Taiwan and China. In a release from Tailift it states that in view of the efficiencies to be gained from specialization and re-organization, the shareholders’ meeting of Tailift Co. Ltd. had adopted a resolution to establish a new company by spinning off the forklift division, including the division’s business, operations, plants, assets and liabilities, etc.. The major shareholders of Tailift have entered into a definitive agreement with Toyota Industries Corporation (“TICO”) under which TICO will indirectly invest in the spun-off business and, together with the said shareholders, will jointly operate the spunoff forklift business in the future. After TICO has invested in the new spun-off business in future, the operation and management of the new forklift business entity will be as follows: The operation and management of the new entity will still follow the operation and management to be directed by the Lin family. As to the new entity’s sales organization, agency system, distribution system and customer policies and benefits, these will continue to be operated and maintained basically along the lines originally planned by the Lin family.

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2009 Toyota 7FBCU15, 3,000 Lbs., 36V, 189” Mast, Sideshifter


2006 Toyota 7FDU60, 13,500 Lbs., Diesel Fuel, 157” Mast, Sideshifter, Fork Positioner

2006 Terex TH842, 8,000 Lbs., Diesel Fuel

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December 2014


Nuts & Bolts

Fairbanks Scales to exhibit antique scale collection at the Box Gallery in Kansas City Fairbanks Scales, Inc. announces they will be exhibiting a collection of antique scales at The Box Gallery in downtown Kansas City, Missouri. The exhibit, entitled Fair and Balanced: The Antique Scale Collection of Fairbanks Scales Inc., will run from October 3rd 2014 to November 28th 2014. Visitors to the exhibition will be able to view antique scales from the Fairbanks corporate collection, representing technology from throughout the company’s nearly 185 years history. The exhibition will also highlight the role of scale innovation in American industrial history. The exhibit will also feature a wide variety of scales and associated items, including a postal and package scale dating back to 1862. Other items on display include antique postage, personal, barrel, and counting scales, and early images of the company, products, and famous users. The Box Gallery, which will host the exhibition, is located in the heart of downtown Kansas City, home to Fairbanks Scales’ headquarters since 1988. The gallery’s address is 1000 Walnut Street, Suite 211, Kansas City, MO 64106.

TMI partners with River Associates TMI International, LLC (TMI) has been acquired by River Associates Investments, LLC (River Associates). Founded in 1988, TMI International, LLC is a fully integrated, leading international manufacturer and supplier of innovative products and solutions designed to manage customer environments by improving work safety, cleanliness, comfort, efficiency and energy savings. TMI has a wide range of industry-leading products, including strip doors, exclusive PVC-based strip material, film, panel and sheet products, industrial curtains, roll-up doors and screens, swinging impact doors, modular enclosures, clean rooms, and dock accessories. “River is excited to be a part of taking TMI to the next level of growth and performance,” Mike Brookshire, Partner at River Associates, said. “By supporting targeted, robust efforts to build on the strong foundation already in place, we believe TMI can grow its industry-leading product innovation as well as its strong service levels to customers.” Brookshire said.

What makes Wholesaler unique?


Always have up-to-date news and current information on our industry.

D. Killion

The Future in Motion Trusted since 1871 Continental unlocks the Lowest Cost of Ownership Solutions for the most demanding industrial applications. German Engineering: The key to your success!

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December 2014



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December 2014


Nuts & Bolts

700 FOR 28 DAYS


LoneStar Forklift, Inc. takes Omega Lift to court

For $700 a material handling equipment dealer can rent a 36’ long 20,000 lb. capacity aluminum yard ramp. Provide a much needed service to your customers. Ramps in stock for immediate delivery.

LoneStar Forklift, Inc. of Garland, Texas is suing Omega Lift Distributors, Inc. for fraud and misrepresentation and are scheduled to face a jury trial which begins on April 20, 2015 in US District Court in Dallas, Texas. Court records state that "Omega Lift has failed and refused to refund $101,000 or deliver the (arm telescopic forklift model ARM 10T55-E) to LoneStar as it promised to do."

We Buy Used Dock Levelers Trades Considered

What makes Wholesaler unique?

Bay Equipment Co., Holland, Mich., 616-392-1811 or fax 616-392-6238 •

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December 2014

Fork-Co Forks & Attachments ... More than forks!

Hook type and pin type forks, capacities to 110,000 lb. Pin type (shaft type) forks are made up in our Alvin, TX plant from stock blanks.

RDD 40 ROTATOR 4,000 LB Capacity Fork Spreaders - quick detach fork spreader and pin type sideshifter manufactured in our Alvin, TX plant

Fork Covers - load protection products Made in Houston, TX

New Style Pipe Clamp for smaller forklifts. WPH-AB series pipe hold down clamp fits to any class II, III, or IV carriage or sideshifter and has ZERO lost load center. Made in Texas

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Fork-Co USA has a new web site. Visit us today at: The new Fork-Co USA Comprehensive Catalog for 2014 has been published to the web and is accessible through the web site. Find forks, attachments, parts and accessories there.

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December 2014


Bottom Line Garry Bartecki

Keep your knowledgeable friends closer Can these times be more confusing? I think not. The economy is uncertain, the market is uncertain, interest rates are uncertain (but still acceptable), we may have an Ebloa issue, the dollar is at risk, oil prices are falling, Europe is tanking and China may be close behind. And there you sit, trying to figure out how to plan for this business you own, this department you manage or the equipment you have to sell. Not only do you have to plan for your business but your customer’s as well. What are they thinking? What needs do they have that they expect you to meet? What changes coming down the road will you need to deal with in 2015? Need an aspirin, take two. And to add to your anxiety, at the recent ITA meeting there was a discussion that “national accounts” are growing as the preferred method to do business, and those national accounts only like doing business with the bigger dealers. What that means for a “typical” MHEDA dealer I am not sure. If you do not keep up with what is going on with the king of national accounts I suggest you get the latest United Rentals Investor (URI) presentation for the 3rd quarter 2014. Would it surprise you that 51% of their business is industrial? Well, it is, with one of their major goals to increase their national account business. And in case you are wondering, the other public rental companies are doing the same. Maybe it should be three.

An Old-fashioned Holiday Wish for You Here’s hoping this holiday evokes fond memories of celebrations past and brings you all the joy and excitement of this magical season. Thanks for doing business with us. We look forward to seeing you often in the year to come. 412-490-5311 20

December 2014

So what is your decision? Is it risk-on or risk-off? And who do you go to for guidance dealing with this crazy environment we find ourselves in? Good question, and I hope you have an answer and a list of peers and experts that you can rely on who know your industry and have ideas or solutions to share should you find yourself with an issue you are now quite comfortable dealing with on your own. Your group of helpers should be easily accessible on your phone, email, contact list, by fax and mail. It should include professionals, peers, bankers, customers, OEM’s, other vendors, system experts, industry organizations and just good old fashion successful business contacts who know what they are doing. I think we can all agree that changes are coming about on a faster and faster pace. Where in the past you had time to ponder decisions, today that is really not an option in most cases. Your markets and customer needs can change significantly in a year’s time. Do you really need to have these relationships in place? The answer is maybe yes and maybe no. If you find you are the leader of the peer group and are getting calls for advice on a consistent basis, you may not need as much coaching as those who are behind the curve. On the other hand if you sit down with your management team and come to realize things have not changed how you do business in the last five to seven years, you probably need to act as soon as possible or face being left behind, meaning the value of your company is at risk. Let me provide an example of how one person deals with this issue. Jim Cramer, the stock market guru indicated that he has 20 people whose thoughts he likes to keep up with and does so using Twitter to review what they have to say on a daily basis. You could do something similar as I am positive it would help with the decision making. It is time to get that blank sheet of paper out (I know nobody uses paper anymore) and start generating the list of folks or companies that can provide insight and potential solutions to the business problems you are dealing with. Since my goal in life is to help dealers realize the value of their efforts, I often find myself needing help that I can pass along to a dealer. So I have put together a list of people who can help me that can just about handle just about any issue a dealer of lift trucks, construction equipment and rental companies can come up. All I can say is, it works, saves me lots of time and is very cost effective. Not having to re-invent the wheel or spend hours researching a topic really helps get a lot of knowledge back to a dealer in time to react in a timely manner. So, put me on your list to get started and go from there. Garry Bartecki is a CPA MBA with GB Financial Services LLC. E-mail to contact Garry.

What makes Wholesaler unique?

Relevance to industry.

L. Zoeller

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December 2014


Human Element Caliper Corp.

Our listening skills are getting worse The red light on your desk phone is blinking. Eleven more e-mails just popped up. Meanwhile, the CFO is demanding an explanation of your budget request, and your biggest supplier missed a critical delivery deadline. And where is the Help Desk to fix that technical glitch you complained about yesterday? Dianna, one of your direct reports, knocks on your door frame and says, “I really need your help.” You wave her in as you read e-mails. She sits and starts talking. You nod and keep reading e-mails. You glance up at her—to let her know you’re paying attention—before checking a text that just showed up on your smart phone. “I trust your judgment,” you say to Dianna, who turns to leave. She seems disappointed about something, but you don’t have time to worry about that right now. If you work in anything resembling an office, you’ve probably lived that scenario, maybe even from Dianna’s perspective. If so, you know Dianna felt like the least important person in the building just now. In fact, she felt less important than a text message. A recent article in the Wall Street Journal indicated that our collective listening skills are getting worse. There are too many things demanding out attention, too much technology bombarding us with information, and listen falls by the wayside. We all know listening skill is a required leadership competency. If you’re not an empathic person, the good news is that listening skills can be learned. But listening is more than technique. To master it, you must choose to be fully present. That

means no text reading, no e-mail checking, and no daydreaming about that budget request or software glitch. It means focusing on the speaker and her words, body language, and emotions, not on what you plan to say next. Be generous in giving your time and suspending your preconceptions. Only then can you and the speaker create a shared understanding. Successful managers want their employees to feel valued and motivated, and listening to them is essential to fostering that feeling. So why is listening so often the first thing kicked to the bottom of the priority list? You can begin to change that bad habit by getting organized and eliminating your harried work pace, because if you’re zapped, you have nothing left for anyone else. When engaging your direct reports, leave your cell phone behind and find a quiet place to talk. Ask questions, and don’t worry about having all the answers. By mastering listening, you may just find your employees have a lot of the answers you are looking for. You may even find they are the key to eliminating the chaos described earlier. About Caliper - For nearly half a century, Caliper has been helping companies achieve peak performance by advising them on hiring the right people, managing individuals most effectively and developing productive teams. The accuracy, objectivity and depth of our consulting approach enable us to provide solutions that work for over 25,000 companies. To find out more about how Caliper can help you identify and develop people who can lead your organization to peak performance, please visit us at or call us at 609-524-1200. Email to contact Caliper.

Connell Equipment Leasing Company 200 Connell Drive, Berkeley Heights, NJ 07922

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December 2014


Sales Trends Dave Kahle

First steps to effective sales planning Excerpted with permission of the publisher, from the book Take Your Sales Performance Up a Notch, Copyright 2003, by Dave Kahle Most salespeople love to be active - out in their territories, seeing people, solving problems, putting deals together. This activity orientation is one of the necessary characteristics of a sales personality. A day sitting behind a desk is their idea of purgatory. Unfortunately, this activity orientation is both a strength and weakness. Much of a salesperson's ability to produce results finds its genesis in the energy generated by this activity orientation. But it can be a major obstacle. Far too often, salespeople are guilty of going about their jobs directed by the credo of, "Ready, shoot ... aim." The luxury of this kind of unfocused activity is a casualty of the Information Age. In order to be effective, salespeople must be focused and thoughtful about everything they do. Activity without forethought and planning is a needless waste of time and energy. And the most important part of the job to think about is the time they spend in front of their prospects and customers. Of all the different parts of their job, there is nothing more important to think about ... nothing more important to plan ... than that. For most salespeople, if they were to make a list of everything they do in the course of a day, and then considered each of the

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December 2014

items on the list, they'd likely discover that almost everything they do can be done cheaper or better by someone else within their company. Someone else can call for appointments cheaper or better than the salesperson. Someone else can more easily check on back orders. Someone else can fill out a price quote, write a letter, or deliver a sample, cheaper or better than most salespeople. In fact, it's likely that the only thing a salesperson can do that no one else in the company can do cheaper or better is interact with the customers. It's the face-to-face interaction with customers that defines the value they typically bring to the company. If it weren't for that, your company would have little use for salespeople. So, the face-to-face interaction with the customer is the core value salespeople bring to the company. Yet, most studies indicate that the average outside salesperson only spends about 25 - 30 percent of his/her working week actually face-to-face with the customer. In the light of that, doesn't it make sense to spend some time planning and preparing to make that 25 - 30 percent of the week the highest quality you can possibly make it? Of course it does.

Planning principles... Mastery of this practice is built upon several powerful principles. Here's the first: Good decisions require good information. It's the Information Age, remember. And that means that, if you're going to be an effective professional salesperson, you must collect, store and use good information. You can't make effective plans if the information on which you build those plans is faulty or sketchy. If you were going to build a home, for example, you'd want to know about the nature of the ground on which the home was to be built. You'd need to have a good idea about what kind of weather conditions the home would be enduring, what the building codes were, what materials were available and what they cost, and what kind of skilled workmen were required. The list could go on and on. The point is that you wouldn't be able to build a home very effectively if you didn't have good information on which to base those plans. The same principles apply to building a home as well as delivering effective sales performance. In both cases, good planning requires good information. It may be that your company provides you all the information you need. But, it's more likely they don't. If you're going to work with good information, you must be the one who collects that information. That means that you must create systems to collect, store and use the information that will be most helpful to you. Since our world is constantly producing new information, the system you create isn't something you do once and forget. Rather, it must be a dynamic system that is constantly processing, storing and using new information.

What makes Wholesaler unique?

Industry specific.

J. Verzino

Sales Trends

The information-collecting process... Creating and maintaining your system is a matter of following several specific steps. Here's the process: 1. Create a list of the categories of information you'd like to have. 2. Working with one category at a time, brainstorm a list of all the pieces of information you'd like to have within that category. 3. Develop a system and some tools to help you collect that information. 4. Store it efficiently. 5. Use it regularly. Step one. Start by listing the kinds of information you think will be most useful to you. Think about your job and determine what kinds of information you'd like to have to help you deal effectively with your customers. Here's a partial list that would fit most salespeople: • Information about your customers and prospects. • Information about your competitors. • Information about the products, programs and services you sell. You may have a number of other categories, but this is a basic list with which you can begin. Step two. Once you've categorized the kind of information you'd like, you can then think about what information would be ideal to have in each category. Start at the top and work down. Look at customers and prospects first. What, ideally, would you like to know about them? Some typical pieces of information would include

information about the account's total volume of the kind of products you sell, the dates of contracts that are coming up, the people from whom they are currently buying, and so forth. All of that seems pretty basic. However, most salespeople have no systematic way of collecting and storing that information. So, while you may occasionally ask a certain customer for parts of it, you probably aren't asking every customer for all the information. And, you're probably not collecting it, storing it and referring to it in a systematic, disciplined way. Do you think your competitors know exactly how much potential each of their accounts has? Do you think they know other pieces of useful information, like, for example, how many pieces of production equipment each customer has, and the manufacturer and year of purchase of each? Probably not. If you collect good quantitative marketing information, you'll be better equipped to make strategic sales decisions and create effective plans. For example, you'll know exactly who to talk to when the new piece of equipment from ABC manufacturer is finally introduced. And, you'll know who is really ripe for some new cost-saving product that's coming, or the new program your company is putting together. You may currently be doing a so-so job of collecting information. It's like golf. Anyone can hit a golf ball. But few can do it well. Anyone can get some information. Few salespeople do it well. Step three. Develop a system and some tools. The single most effective tool is an account profile form. It's an incredibly effective tool that generates and organizes some of the most powerful processes.

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December 2014


Sales Trends

Account profile form An account profile form is a form full of questions, or more precisely, spaces for the answers to questions. The questions are all about each of your accounts. The form is the document on which you store that useful information. It can exist in a couple of different forms - paper or electronic. If you're using contactmanagement software on a laptop computer or PDA, then the account profile form can be several screens for each account. If you're not computerized, then it needs to be created on paper. Regardless of the media, the principles and processes are the same. A well-designed, systematically executed account profile form can be one of your most powerful tools for acquiring a competitive edge. Here's why. First, it provides you a way to collect quantitative information that will allow you to know your customers more thoroughly than your competition. All those pieces of information that you said were potentially important to you can be collected and stored in the blanks on the account profile form. Create a one-page form with blanks in it for each of the quantitative pieces of information you want. In addition to the quantitative information about the business, you need another version of the form for each of the key individuals within those accounts. That's called a personal profile, and it is your mechanism to collect personal information about the key decision makers. You apply the same concept and principles to the task of collecting personal information about the key decision-makers within your accounts. You may end up with one document for the company and 10 to 15 personal profiles for all the key people within that account.

Now, imagine getting ready for the next sales call on that customer and reviewing the things that he likes to talk about, refreshing your memory on the name of his spouse, and the names and schools of each of the kids. As you plan your presentation, you review the primary buying motivation for each of those key people. Do you think you'll be better prepared to have an enjoyable, relationship-building conversation with that customer than your competitor will? Of course you will. Do you think you'll increase your likelihood of delivering a powerful and persuasive presentation? Of course you will. Finally, the form allows you to store important information someplace other than in your head. The problem with keeping information just in your head is that it isn't always readily accessible. When you want to have a relaxed conversation with one of your customers about his interests, you can't always remember that he golfs and was a starting halfback on his college football team. However, if you have that information stored on a form, you can review it just before you go in to see your customer, and put it uppermost in your mind. To some degree, every good salesperson implements these concepts. The difference between the run-of-the-mill salesperson and the exceptional salesperson is the degree to which the committed salesperson disciplines himself to stick to a systematic approach. Most salespeople do it as they think of it, but don't keep the information systematically. Masters of the planning understand the need to discipline themselves, and thus do a more thorough job of collecting information.

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Sales Trends

Step four. Store it efficiently. You may have done a great job of collecting information, but if you've stored it on old matchbook covers, coffee-stained postits, and the backs of old business cards somewhere in the backseat of your car, it's probably not going to do you much good. If you're computerized, then your computer can be the super tool that allows you to efficiently store the information. If not, you're going to need to create a set of files (yes, manila folders!) in which to store your information.


Stocking distributor for all major motive parts and accessory manufacturers • Set-up a user account online at • Once registered, send an email to giving us your user name and your request for a wholesale account.

Step five. Use it regularly. Before every sales call, review the information you have stored. That review will help you make good decisions about each aspect of the sales call. Likewise, review the information as you create your annual goals and sales plans, when you create account strategies, and when you organize and plan your territories. As you can tell, an account profile form is a master tool that holds all of this together.

• Upon receipt, we will set your account to wholesale status. This will entitle you to discounts of 15% to 35% off of our online prices whenever you log in.

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December 2014


Shifting Gears Industry personnel and organization news

Record number supports CLARK Raising Hope Program for breast cancer research CLARK Material Handling Company’s 2014 “Raising Hope Champion” program had a record number of 26 dealers participate in support of breast cancer research. Champion Dealers made a qualifying donation and were given an opportunity to order special pink burden carriers to support The Susan G. Komen Race for the Cure event held in Lexington, KY October 4, 2014. Donations from dealers were presented at the race along with a matching contribution from CLARK. Champion Dealers were acknowledged with their name on the CLARK team shirt, national press releases and each received a 2014 Raising Hope Champion Plaque for display at their dealership. This marks the 8th consecutive year CLARK has participated in the Komen Lexington Race for the Cure event. CLARK and its dealer network have successfully raised over $270,000 for the Susan G. Komen Foundation. CLARK is proud to recognize this year’s Raising Hope Champion Dealers: All Lift Service Company – Cleveland, OH


December 2014

Alliance Material Handling – Jessup, MD Alliance Material Handling – Richmond, VA Cal-Lift, Inc – City of Industry, CA Cardinal Carryor – Louisville, KY Cervus Equipment – Calgary, AB Cromer Material Handling – Oakland, CA DIMPSA S.A. de C.V. – Puebla, Puebla, Mexico Equipment Depot – Mount Laurel, NJ Equipment Depot – Mechanicsburg, PA Equipment Depot – Dallas, TX Equipment Depot – Houston, TX Equipment Depot – San Antonio, TX FMH Material Handling Solutions, Inc. – Denver, CO Forklifts of Des Moines – Des Moines, IA Forklifts of Minnesota – Minneapolis, MN Lift Parts Service, LLC – Wichita, KS Mid Columbia Forklift, Inc. – Yakima, WA National Lift of Arkansas – Little Rock, AR National Lift Truck, Inc. – Franklin Park, IL Naumann/Hobbs Material Handling – Phoenix, AZ Norlift of Oregon, Inc. – Portland, OR Sooner Lift, Inc. – Oklahoma City, OK The Lilly Company – Birmingham, AL The Lilly Company – Knoxville, TN Valley Industrial Trucks, Inc. – Youngstown, OH

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Our Primary Goal is to support our dealers, satisfy their customers, earn trust and be the “Vendor of Choice” for rack products and racking systems. We offer a full line of light duty, intermediate duty, heavy and extra heavy duty cantilever racks. We provide multiple configurations of a wide variety of stacking racks. Our structural pallet racks can be configured for a wide range of applications. West Point Rack has the products that generates solutions for your storage needs. We also offer specialty products such as bar cradle trucks, drum racks, hand carts and other specialty transport and storage products. Give us a call at 866.245.3630. We may have what you need. Look forward to hearing from you.


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December 2014


Shifting Gears

UniCarriers Americas announces new director of marketing and product management

Hoist opens new Houston distribution center

Mark Porwit joined UniCarriers Americas Corporation as director of marketing and product management. In this role, Porwit is responsible for overall leadership of the marketing department and building and expanding the UniCarriers Americas product management team. He also leads the development and coordination of all sales and product training initiatives, Mark Porwit creating a product roadmap for UniCarriers Americas. Porwit brings more than 20 years of experience to his new role. He previously worked as senior director of product management at WMS Industries and senior product manager at Fibre-Craft Materials. Porwit also served as director of marketing for Midway Amusement Games. “Mark is an accomplished leader with a wealth of product management and marketing experience. He has a successful track record of working with high-growth, global companies,” said Steve Cianci, vice president of sales and marketing, UniCarriers Americas. “He brings to our team the right mix of leadership, product management skills, global appreciation, marketing intelligence and a passion for customer care. We are excited to have him on board as we expand our product portfolio and the UniCarriers brand.”


Hoist Liftruck celebrated their grand opening of its new regional distribution center located in Houston, Texas on Friday, October 24th. “We’re excited to welcome the public to celebrate the grand opening of Hoistlift of Texas, our new regional distribution center,” said president and CEO, Martin Flaska. “The expansion into the Houston market will not only allow us to better support our dealers in the Texas market, but will also provide increased support for the southwestern United States as well as our international business that is shipped out through the Port of Houston.” The 20,000 square-foot location carries Hoist Liftruck’s full line of High Capacity forklifts/lift trucks as well as offering replacement parts and technical support. The new location will stock equipment and parts, allowing for immediate delivery to dealers or end users within Texas and surrounding states. Fueled on the growth of the oil and gas industry Hoist felt there was no better time to solidify a presence in one of the largest markets in the U.S. In addition to the increased presence in the southwestern United States, this new location will also allow for international shipments to be made directly out of the port of Houston- drastically decreasing the already industry-leading lead times.

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December 2014



Shifting Gears

Mitsubishi Caterpillar donates electricpowered pallet truck to Houston Food Bank


Mitsubishi Caterpillar Forklift America Inc. (MCFA) announced the donation of a Jungheinrich EJE 120 electric-powered walkie pallet truck to the Houston Food Bank, the largest food donation foundation in the nation. The Food Bank will use the Jungheinrich electric walkie pallet truck to transport the thousands of boxes of food that the food bank delivers each day. “MCFA is honored to donate the Jungheinrich electric walkie pallet truck to the Houston Food Bank and to be a part of the incredible work they are doing in this city,” said Eric Gabriel, senior manager of marketing and sales support for MCFA. “We appreciate the Food Bank’s commitment to the Houston community and hope this donation will help support their mission of leading the fight against hunger.” Founded in 1982, the Houston Food Bank is a certified member of Feeding America. The Houston Food Bank is a solution to hunger in times of need, feeding 800,000 individuals each year through a network of 600 food pantries, soup kitchens, senior centers and other charities. Fresh produce, meat and nonperishables are distributed from the warehouse at 535 Portwall in Houston, Texas, and meals for kids are prepared and distributed from Keegan Center, an industrial kitchen.

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December 2014


Shifting Gears

Crown Equipment opens new forklift engine plant in Ohio

Frommelt® Dock Seals and Shelters rebrands under the Rite-Hite® name

Crown Equipment Corporation is continuing its longstanding integrated manufacturing tradition with the production of the 2.4L LPG engine used in its Crown C-5 Series industrial forklifts. The engines are being built in a 165,500-square-foot facility in Troy, Ohio, which Crown purchased in 2012. The operation recently earned the International Organization for Standardization ISO 9001:2008 certification that specifies requirements for a quality management system. In preparation for the launch of the Crown C-5 Series in 2009, Crown Equipment worked closely with John Deere Power Systems to jointly develop an engine built specifically for forklifts operating in the toughest environments. Initially, John Deere Power Systems supplied the engines and has since supported Crown throughout the transition of the engine production to the new Crown facility. Moving forward, Crown’s completed engines will be transported to its Greencastle, Ind., plant to be placed inside Crown C-5 Series forklifts for delivery to customers. In addition to compiling a premier team of automotive and industrial engine experts to lead the new Troy facility, Crown worked closely with best-in-class manufacturers from related segments to gain insight into proven processes for highperformance engines.

Rite-Hite Holding Corporation is pleased to announce that its line of loading dock seal and shelter products previously branded as Frommelt products, will now be branded under the Rite-Hite name. Frommelt Products Corporation – which has been a part of the Rite-Hite family since 1991 – will now be known as Rite-Hite Environmental Enclosures Corporation, and will continue to deliver the highest level of innovation and quality in loading dock enclosures under the new brand name. “Frommelt has been recognized for its industry-leading quality and innovation for over 60 years,” said Mary Blaser, Director of Marketing for Rite-Hite Environmental Enclosures. “That tradition of excellence will continue to flourish under the Rite-Hite name.” Moving forward, customers can expect to see the highly recognized, diamond-shaped Frommelt logo updated to reflect the Rite-Hite name. Products and models will remain unchanged in terms of quality, design and the manufacturing process. The dock seals and shelters and other loading dock environmental control products will continue to be distributed through Rite-Hite’s global network of exclusive representatives. The company plans to transition all Frommelt branded products to the Rite-Hite brand by the end of 2014.

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December 2014


Your Business Eileen Schmidt

Santana Equipment celebrates 15 years From a humble start in a suburban Chicago townhouse, Santana Equipment Trading Company has grown to where it now stands - poised to expand its North American reach. The international wholesaler and retailer of used material handling equipment was launched in the late 1990s by an owner set on starting his own company, according to the business website. Eric Davidson found he was “extremely hungry” to start an operation of his own after a few years of working in the business. Davidson, a Southern Illinois University international marketing graduate, had worked for Flaska JCB at Forklift Exchange, Inc. and Atlas International Lift Trucks, Inc. before setting out to start Santana Equipment. A history of success in sales made Davidson confident he could succeed at building his own organization, according to the company's website. Santana Equipment buys, sells and trades used wholesale and retail equipment across North America. Now with two locations – headquarters in the Chicago area and a Phoenix location that makes up the “west division” of the operation – Santana Equipment is poised to meet a goal of an expanding throughout the U.S. in the next few years. It is a far cry from when Davidson began the operation in Chicago. He was a newlywed with a baby on the way, but set to work learning nuances of finance, wholesale, retail, marketing, warehousing and international markets. Eventually, Santana Equipment had established its footing and was sustaining a growth

rate of around 20 percent a year. By 2002, the time was right for Davidson to purchase office and warehouse space, so he moved the business and hired five employees. By 2005, that number had doubled. The company has weathered various economic downturns in its history, including the recession of 2008. But this year, the company marks its 15th anniversary. “It is very exciting,” said Davidson, in a press release issued in June, the anniversary month. He noted the expansion from a “small townhouse” to maintaining two fully-staffed offices and warehouses in Phoenix and Gurnee, Ill. “We are very grateful for the customers that have helped get us here, and are hoping to continue expansion to better serve their needs in the future,” Davidson said. In addition to physical expansion, the company's leaders have worked to grow Santana Equipment's online presence. The company completed a social media marketing and re-branding program in 2013 that the business leaders said was key to propelling the overall expansion. The effort, incorporating Facebook, Twitter, Google Plus and LinkedIn, was so successful, Santana urged others in the business make similar efforts. “In an industry that is typically slow to adopt technological change, Santana Equipment Trading Company's fast-found success in social media marketing suggests opportunities for others to follow suit," a statement from Davidson said.

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Your Business He added that the networking sites have allowed Santana to broadcast its services and products, as well as the company culture. All of which has helped Santana Equipment's relationships with current customers and in efforts to draw in new business, according to Davidson. On the company's site, Davidson notes that the building, launch and growth of Santana Equipment over the past 15 years has been “the joy of my life, along with my wife and two children, who have grown along with the company.”

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Eileen Schmidt is a freelance writer and journalist based in the Greater Milwaukee area. She has written for print and online publications for the past 12 years. Email or visit to contact Eileen.



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Line tion? l revolu industria Another


Garry Barteck

hearing about you keep increases channels the financial getting their earnings what? If you watch companies are more with less. Less l cost. public see, less. Let’s and less personne Industrial how many more with nts, less overhead learn how to achieve in another to their by doing are engaged less investme on it that once they not going back doubt we with the are Probably Is there any prior IR’s, they are can just bet with “less” they I think not. at least two And, you where your results Revolution?have probably been going on in China to work in to review profitable In this of these ways. There what is you sat down the cities with less? similar to less efficient was the last time are doing more see that your citizens into improve their standard to you most currentto bring the rural can So when ts to see if it at least quarterly and expenses and g s so they statemen attemptin industrie do you other allowed financial than overhead I suggest nts that offer until we in levels. factories and leaving us day and age are growing faster avoiding investme spending had that worked out by living and of overseas now not many days is margin dollars what you earn requirement. with The US kind base to disappear top line these there ROI you keep unemployedare more data driven uring your that in and your minimum or, because our manufactso many under It appears we le people less than hearing that any increase your competit that means is a lurch with jobs to be had. a great many employab I keep What expense of . uring leaving there to get. come at the time be goodto manufact in this economy gy oriented going to the face because business out and at the same better new even and technoloskills to make a livingthey are blue in . I have less is not much do more with s and be customer who are not properly to without the can stimulate until is going nowhere have cheap you have keep your current that peers The Fed me they on a string who tell enough to from your less efficient is going to their if we many lenders any takers. they are pushing some to what see changes snare talked find increase major store. you can personally they can’t ive with less, Schooling running the you add this all up lend but is on the cusp of some to profit offer very competit money to US When are going for our workers. and job specific, managers efficient enough to service that is better It seems the income growth available all the red tape, happen. Top with be more and be generate up to to has factor without n follow hope let these and training continue absorptio prospects the way and category? eur’s must Margins slipping, has to change, with entrepren to just get out of terms to their Are you in that a very tough ride. problems funding for ent has profitability. dealership? Are out the than may be in for flow disappearing, way into that bring and the governm ? cash If not, s fight their material handling s being missed slow recovery results slipping, small businesseabout you and your slow, slow, operating finally bank covenant So how continued slow recovery with this our OEM’s and be a very crew. because of you coping is going to work-out here is this manufacturing base every company out The point our Thus do by 6660 start reshoringand weaker dollar. figure out how to and 991--7330 until we 508-508-991 supplies it out and start with systems by m Fx: cheap energyto be able to wait changes will efficient, followed needs www.rld required ion. there more organizat less. The more with to make your companythroughout the and have service procedures, customer to replace man hours service rs and enough you may offering superior on hand , get the compute new tech trainee’s If you can e to a minimum up some supply of ion and sign an ample be able to keep downtim the competit vehicles to to show up unit rental for an 800 big have a chance for the a week working business. is the year superior few days says “This the inventory and I spend a their have and the CEO company and the folks who be the ones to controlbuy more and to comeback, are going He didn’t go out new a bunch of he do? service capability needs. TS So what did went out and orderedthe contractor’s SHIPMEN market.” nt; he to meet truckload) TS equipme vehicles than the rental and delivery you are in I & L.T.L. (less TIME SENSITIVE SHIPMEN service vanswhat, it is working. n is coming and and TRUCKLOAD it through SERVICE FOR revolutio And guess industrial like it or not. Think superior customer EXPEDITED Email Our next is with you Phone or be by to or rental. it whether place ville Quotes middle of will find that the sales, product support Richard DeMoran E-mail believe you you are talking Services LLC. National Sales: GB Financial rich@rld service whether


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New Products See more new products online at

Wastequip introduces roll-off container covers Wastequip® announces the launch of lockable rolloff container covers. Designed to meet EPA regulations for storm water exposure, Wastequip’s new heavy-duty covers for roll-off containers are an ideal solution for combating harsh weather like rain, sleet or snow. Built with UV-protected, impactresistant high-density polyethylene (HDPE), they’re lockable to protect container contents from theft, as well as prevent the aggravating – and costly – issue of unauthorized dumping. Wastequip’s roll-off container covers open to 90 degrees, providing full access to container contents. Opening and closing the cover takes no more than a few seconds, and requires no tools or machines. User simply pulls the lid back, then pushes it toward the ground as lid tilts open. It’s equally simple to close the cover. Covers are permanently mounted to the container, so they stay on at all times, including during transportation to the landfill or scrap yard.

Phillips 66 Lubricants adds high-efficiency products to its hydraulic oils lineup Phillips 66 Lubricants announced the introduction of a new and improved lineup of High-Efficiency (HE) hydraulic oils to meet growing market demands for oils that improve fuel and energy efficiency. As compared to conventional monograde hydraulic oils, HE oils hold their viscosity better at high temperatures, reducing energy loss caused by internal leakage in the hydraulic pumps and resulting in improved hydraulic system efficiency. Additionally, Phillips 66 Lubricants hydraulic oils play a key role in extending the life of equipment by protecting against wear, rust and corrosion. “Phillips 66 new high-efficiency hydraulic oils have the potential to reduce overall operating costs, increase equipment reliability, and improve productivity," stated Bill Brown, Director of Marketing for Industrial Products at Phillips 66 Lubricants. “Adding these HE products to our Phillips 66 Lubricants hydraulic oils lineup not only helps us remain at the forefront of the industry, but more importantly allows us to continue providing our customers with products that improve their bottom line.”

ASSA ABLOY cold storage door approved to resist hurricane strength wind pressure ASSA ABLOY Entrance Systems is pleased to announce that the TKO VertiCool® Door with Wind Load Package has received the Notice of Approval from Miami-Dade County for High Velocity Hurricane Zones. The TKO VertiCool door from ASSA ABLOY Entrance Systems is designed to work in conjunction with a vertical storing dock leveler. While the primary benefit of the TKO VertiCool is energy efficiency, facilities along the coastline and some inland areas have additional concerns - hurricane force winds and tropical storms. In order to acquire the hurricane zone approval the TKO VertiCool door underwent a series of stringent tests to ensure it withstands pressures of +52 and -52 pounds per square foot, enough to remain intact through straight-line winds and hurricanes. When compared to a standard sectional door or a 4" thick 38

December 2014

New Products vertical rise cooler door, the TKO VertiCool gives you the best of both types; more energy efficient than a standard sectional door and more cost effective than a 4” thick vertical rise cooler door.

New forklift laser alignment system (Wireless RF Control) The forklift laser alignment system projects a horizontal laser line that is parallel to and in the same plane as the forks to visually assist the forklift operator align the forks with the pallet in hard to see scenarios. LIT-Forklift carries all models in stock and will ship within 24 hours! Models that can fit forklift carriage Classes 1, 2, 3 and 4. Available with the re-chargeable Li-Ion battery pack or with the ability to connect to the forklift's electrical system/battery.

New explosion protected crane systems Crane systems manufactured by the J D Neuhaus company can be supplied with Atex classifications EX II 2 GD IIA T4 / EX II 3 GD IIB T4, with increased spark protection also available for explosion level II C. Their products are currently used worldwide, operating in some of the most dangerous dust laden conditions as well as hazardous, toxic and potentially explosive atmospheres. Typical applications

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Smartpick 6000 supports order picking by zone More SKUs, smaller orders, and shorter delivery times: these are the challenges wholesalers, e-commerce companies, logistics services providers and spare parts distributors are facing. To meet these challenges, Kardex Remstar has introduced Smartpick 6000 inventory management software. In combination with proven horizontal carousel technology, Smartpick 6000 creates an order fulfillment solution with the utmost efficiency, reducing travel time and increasing accuracy. Combining several horizontal carousels can greatly enhance order picking performance. Typically two to four units are combined into one order picking station which usually only requires a single operator. Depending on the layout of the system and the strategies employed, several thousand order lines can be picked by one worker per shift.

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New Products

Fairbanks Scales announces updates to Advanced Scale Instruments Fairbanks Scales, Inc. announces updates to their FB2550 Advanced Scale Instrument software that allow greater flexibility in weighing options for FB2550 users. These updates allow for easy use of the FB2550 with both full-length and short platform truck scales. The software updates, Axlematic Applications for the FB2550, allow for axle-by-axle weighing of vehicles on both full length platform and short platform scales. On full length scales, weights for each axle are recorded, as well as a legal for trade total weight. There are three operating modes: basic axle weighing mode, in which vehicles enter the scale axle-by-axle and then drive off after weighing; axle in/axle out mode, in which vehicles both enter and exit the scale axle-by-axle; and inbound/axle out mode, in which vehicles drive onto the scale and then exit axle-by-axle. Options in all three modes include manual operation, whereby an operator manually captures the weight of each axle, and automatic operation, whereby the weight of each axle is captured automatically.


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Quantum now the largest stainless wire shelving supplier in the country

Cabka-IPS grows its family of strong container pallets

Quantum Storage Systems has increased its’ stainless steel shelving offering and has now become one of the largest stainless steel wire shelving provider in the country. The Quantum Stainless steel product line now includes 46 sizes of stainless steel wire shelves, 30 sizes of stainless steel solid shelves, nine stainless steel post sizes and a plethora of new stainless steel accessories including: stainless steel enclosure panels, hang rails, push handles for carts, U-Shaped handles for utility carts, shelf dividers, shelf ledges and stainless steel casters. “Stainless steel wire shelving and accessories, while being more expensive than the chrome plated counter-parts, still have a great purpose in the Laboratory, Food Service and Health Care markets,” said Quantum Director of Sales Ed Granger. “It is our hope to service these markets by having product in stock for quick shipping and the lowest cost alternative in the stainless steel wire shelving category.”

Cabka-IPS, the supplier of sustainable plastic pallets and boxes is adding the Endur S7 and C7.2 to its product range. The pallets are characterized by their square size, a robust design, their impact resistance, and their load capacity of 1,250 kg on high racks. Both are used, for example, to store FIBCs, flexible intermediate bulk containers, also called big bags, in high-bay warehouses. The difference between the two pallets is their size. While the C7.2, with container dimensions of 1,140 x 1,140 mm, was developed for transport in ISO containers, the S7 is available in the special dimensions of 1,200 x 1,200 mm – allowing you space for six module units (600 x 400 mm) per location. This means that the S7 can hold 20 percent more goods than an industrial pallet – or 50 percent more goods than a Euro pallet. This saves a great deal of space, which also makes it much cheaper to transport goods. It also offers sufficient surface area for transporting 200 liter kegs. Besides the 3 runners version, the pallet is available with 6 runners and can therefore be used for block stacking. The pallet comes with an open or closed upper deck which can optionally be equipped with anti-slip strips.

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December 2014

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December 2014


New Products

New miniature XC Camera joins IDS' USB 3.0 camera family

The Lo Riser Inclining Platform Trailer is a versatile tool that will help increase your efficiencies and lower costs to deliver a higher return on your investment. With a Lo Riser you’ll see: Lower labor costs - one man loading/unloading offers more deliveries per day

Lower specialized equipment costs - no rollback truck required, just a pickup truck - no crown point, equipment can be driven up the built-in ramp

Lower worker’s comp claims - enhanced safety features eliminate most opportunities for injuries - no more dangerous, slanted ramp boards

In line with its commitment to expand its USB 3.0 product family across multiple imaging market segments, IDS Imaging Development System GmbH will unveil its highest resolution USB 3.0 model to date -- the UI-3013XC 13MP industrial camera, featuring autofocus and full color 1920 x 1080 HD resolution streaming video at up to 30 frames/second. Offering numerous advanced features - including autofocus, face/object detection and backlight compensation - the new UI-3013XC brings the convenience of commercial digital cameras to professional machine vision and scientific applications. This versatility makes the camera the ideal solution for commercial applications in demanding lighting situations such as building access monitoring, kiosk systems,surveillance, or logistics applications. Additionally, its robust magnesium housing and secure screw-captive USB connectors qualify it well for use in industrial environments. Compact dimensions of under 1" cubic inch enable easy integration into tight space constraints.

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December 2014

December 2014


New Products

Crown unveils new forklift cabins that challenge conventional design Crown Equipment Corporation, one of the world’s largest material handling companies, continues to push the limits of industrial gas forklift design. This time it comes in the form of new hard and soft cabins for the Crown C-5 Series that contain a number of features to help operators gain comfort, greater visibility and improved performance while working in unpredictable environments. The rugged design of the hard cabin, which is constructed from tubular steel, is available for the pneumatic tire model. Available as a factory-installed option, its textured, sound-absorbing surfaces reduce noise; long, bar-style door handles provide strength and leverage for easy closing; and, two-way sliding, locking windows improve an operator’s control of their working conditions. Filtered fresh air, heat and defrost controls are built into the door assembly so operators gain more floor space. This design also enables entry and exit on right side of the cabin.

Akro-Mils introduces black polyethylene dollies Akro-Mils announces the expansion of its line of polyethylene dollies with the addition of a new black color. Akro-Mils’ 30" x 18" polyethylene dollies are now available in three colors — black, red and blue. Featuring a steel-reinforced, onepiece deck design, flush or padded models are available for cargo

protection. Four platestyle 4" bolt-on swivel casters provide maximum mobility and easy replacement; caster options include blue elastic rubber and polyolefin. These high-impact, durable plastic dollies are a cost-effective alternative to wood and steel.

SpliceLine™ in-line connectors save time for pre-fab shops IDEAL SpliceLine™ in-line wire connector is an innovative alternative to traditional butt splices that reduces time and cost for pre-fab shops and electricians. It's push-in design eliminates timeconsuming crimping, soldering or heat shrinking to create secure end-to-end connections. In today's market, pre-fab shops must take advantage of every opportunity to maximize manufacturing speed. SpliceLine connectors install in seconds on a wide range of wires with push-in ease. Plus, standardizing on SpliceLine will help pre-fab shops reduce design complexity, simplify purchasing and delivery logistics, and reduce overall costs. Another application for the SpliceLine is to lengthen wires in tight spaces that are physically too short. Electricians are oftentimes confronted with an existing wire that has been cut too short by the previous contractor to safely install a receptacle, light switch or lighting fixture. In these situations where a standard WireNut® style connector is too large, a SpliceLine connector can be safely used to splice the wire and make it possible to install either additional wire or the device.


December 2014

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December 2014




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Portable Storage Racks Dealer’s Choice • • • •

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December 2014



For a direct link to these websites, visit and click on the corresponding display ad under the category you are browsing.

E Allied Products E Attachments & Access. E Auctions E Automated Storage Systems E Automatic Identification Equip. E Batteries/Chargers E Container Storage E Controls & Information Handling Systems E Conveyors E Customer Fabricators E Drug Testing Compliance

E Dock Equipment E Drum Handlers E Electrical/Electronic Controls E Engines E Finance Companies E Fluid Power Equipment E Insurance Companies E Inventory & Production Control Systems E Inventory And Bar Coding E Lift Tables E LP Gas Distributors


E Mechanical Power Transmission Equipment E Non-Powered Floor Equipment & Access. E Other E Overhead Lifting Equipment & Access. E Packing And Equipment E Pallet Jacks E Plant Facilities Equipment E Parts E Plant Yard Equipment

E Powered Industrial Trucks E Rack/Shelving E Rentals E Repair Services E Robots, Automated Equipment E Safety Products E Seats E Storage Equipment E Sweepers Scrubbers & Brushes E Tires/Wheels E Training Education/Assoc. E Transportation & Hauling Equipment E Warehouse Management



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Campus Crafts

160 Murray St., Rochester, NY 14606 1-(800) 733-6780

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E ATTACHMENTS / ACCESSORIES • Pallet Truck Modifications • Turret Mast Attachment • Mechanical Attachments • Special Design Request and Much Much More...

E Forks


E CONTAINER STORAGE E Container Options •

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E Manufacturer/Suppliers (Rebuilt)



Reman Engines/Gas, LP & CNG

Engines, Cylinder Heads, Parts


Reman Engines, Transmissions, Drive Units, Steer Axles & Differentials


E Pallet Truck Parts

1-816-796-7676 800-896-7676 •

(800) 255-4109 E LIFT TABLES E Steer Assembly (Reman) (800) 255-4109 800-447-3967

Steer Axles


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690 Chase Ave., Elk Grove, Illinois 60007 Phone: 847-956-1300 • Fax: 847-956-1339 • 800-323-6052

Website: • E-mail:


E PARTS E Cylinders–Hydraulic

Hader Industries 262-641-8000

15600 W Lincoln Ave, P.O. Box 510260 New Berlin, WI 53151-0260 We also carry pumps, power steering units & valves.

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December 2014

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Website: • E-mail: Lift Up Your Business

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Industrial Tire

E REPAIR SERVICES E Motors (Electric) the solution to all your Electric Lift Truck Motor needs. New • Rebuilt • Exchange • Motors • Armatures • Parts 8 Locations Coast to Coast 800-435-9346


E Transmissions



Reman Transmissions, Drive Units, Differentials & Torque Converters

Experience the benefits of a full-time After Market Consultant at a fraction of the cost. (803) 548-6707 • Email:



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Campus Crafts

160 Murray St., Rochester, NY 14606 1-(800) 733-6780 • • (800) 255-4109

December 2014


800-960-TRAN (NC)


Contact Harry, Brian, James or Marc

800-961-TRAN (SC) Contact Bill or Ryan

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PHONE (704) 882-3979 FAX (704) 882-4215

PHONE (843) 784-7844 FAX (843) 784-7832

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We look forward to serving you in 2015! TRANS


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Advertiser’s Index Advance Metalworking Company, Inc.. . . . . . . . . . . . . . . . . . . . 40, 44 Advantage Material Handling, Inc.. . . . . . 54 Aftermarket Services. . . . . . . . . . . . . . . . . . 29 All Brand Forklift Parts . . . . . . . . . . . . . . . 18 American Industrial Transmission Inc. . . 41 Arcon Equipment, Inc. . . . . . . . . . . . . . . . . . 34 Bay Equipment Co.. . . . . . . . . . . . . . . . . . . . . 18 Bell Forklift Inc. . . . . . . . . . . . . . . . . . . . . . . 23 CharNor Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . 43 Combilift LTD. . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Connell Finance Co. Inc. . . . . . . . . . . . . . . . 22 Continental Tire the Americas, LLC.. . . . . . 16 CT Packaging Systems Inc . . . . . . . . . . . . . . 40 Design Storage & Handling. . . . . . . . . . . . . . 2 Dyna Rack. . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Engine Power Source. . . . . . . . . . . . . . . . . . 11 Flight Systems Industrial Products (FSIP). . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 36

Fork-Co USA Sales, LLC. . . . . . . . . . . . . . . . . . 19

Ohio Lift Truck, Inc.. . . . . . . . . . . . . . . . . . . . 39

Forklift Pro, Inc.. . . . . . . . . . . . . . . . . . . . . . 30

Piedmont Forklift Handling, Inc.. . . . . . . . 13

Forklift Safety Training Services. . . . . . . . . 8

Power Solutions Inc. . . . . . . . . . . . . . . . . . . 33

Gateway Rack Corp.. . . . . . . . . . . . . . . . . . . 48

Products For Industry. . . . . . . . . . . . . . . . . . 3

Gregory Poole Equipment Company . . . . . . 7

Regency Metals . . . . . . . . . . . . . . . . . . . . . . . 37

Grindstaff Engines, Inc.. . . . . . . . . . . . . 14, 34

Rhino Rubber, LLC. . . . . . . . . . . . . . . . . . . . . . 53

H&K Equipment Company . . . . . . . . . . . . 20, 37

Safety Systems & Controls Inc.. . . . . . . . . . 33

Hader Industries Inc. . . . . . . . . . . . . . . . . . . 35

Shoppa's Material Handling. . . . . . . . . . . . 15

Hess Auctioneers. . . . . . . . . . . . . . . . . . . . . . 12

Stellana U.S.. . . . . . . . . . . . . . . . . . . . . . . . . . 17

Howard Bernstein Scholarship. . . . . . . . . 21

Superior Engineering . . . . . . . . . . . . . . . . . . 46

Industrial Power Products, Inc. . . . . . . . . 29

Superior Tire & Rubber Corp.. . . . . . . . . . . . 45

Intella Liftparts Inc.. . . . . . . . . . . . . . . . . . . . 1

Thombert, Inc. . . . . . . . . . . . . . . . . . . . . . . . . 47

JH Thomas Industries LTD. . . . . . . . . . . . . . . 28

Transamerican Equipment Corp. . . . . . 32, 52

Joseph Industries, Inc.. . . . . . . . . . . . . . . . . . 13

TVH . . . . . . . . . . . . . . . . . . . . . . . . . 1, 13, 42, 56

Keytroller, llc. . . . . . . . . . . . . . . . . . . . . . . . . 1

UNIRAK Storage Systems. . . . . . . . . . . . . . . . . 4

Lift-Tek. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

West Point Rack, Inc.. . . . . . . . . . . . . . . . . . . 31

Mor-Value Parts Company. . . . . . . . . . . . . . 44

Wy'East Products . . . . . . . . . . . . . . . . . . . . . 27

Motor Tech, Inc.. . . . . . . . . . . . . . . . . . . . . . . . 5

Xilin-Americas Material Handling Inc.. . . 48

Nutting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

More advertisers & resources at 52

December 2014

Take the pain out of YOUR supply chain. Join the Rhino Team! Take the pain out of YOUR supply chain. Join the Rhino Team!

Rhino Rubber, LLC is a global distribution company that provides quality industrial tire products and services. We are looking for dealers and distributors to be a part of the Rhino team that represents “Excellence in Service” Rhino Rubber, LLC is a global distribution company that provides quality industrial tire products and services. with a commitment to the principles of continuous improvement, quality and competitive products. Our team will We are looking for dealers and distributors to be a part of the Rhino team that represents “Excellence in Service” take the “pain” of the supply process. with aout commitment to thechain principles of continuous improvement, quality and competitive products. Our team will take the “pain” out of the supply chain process.

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Material Handling Wholesaler December 2014  
Material Handling Wholesaler December 2014