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Human Element

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Cover Story 6 G  reat company branding tips Mary Glindinning


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Educating your buyers

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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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Industry News 38 Nuts & Bolts

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Holes in the boat


Bottom Line

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A world of constant change

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Cover Story Mary Glindinning

A brand makes customers feel like they know what they are getting. It is familiar, it is comforting and in the best instances, it is trusted. Brands have been around for decades, but they are even more predominant now, with advertising coming at consumers on many devices. Companies need to build, protect and live up to their brand. “I have been in the marketing communications business for over 40 years and I’ve always been interested in brands because I’ve always been interested in why people buy things,” said John Favalo, managing partner at integrated marketing firm Eric Mower + Associates and member of the agency’s specialty marketing group EMA Buildings and Construction. “For me, it’s always been less about the product and more about the brand. In my role as a brand counsellor, I have said frequently, ‘products are nuts and bolts, brands are heart and soul.’ Brands take products to a higher level because great brands understand people. They understand that people need something but that what people want can be very different. I need clean teeth, but I want Crest. So, my experience with branding has always been involved with connecting brands emotionally with the people who can choose to buy them: creating heart and soul from the nuts and bolts.” EMA’s brand philosophy is Brand as Friend. “We make a practice out of building friendships between brands and customers. The qualities that make good friends - affection, relevance and trust - make great brands.” Favalo’s personal definition of a brand “is the expression, and an individual’s understanding of, purpose and promise. A brand should have a purpose. In the case of Crest toothpaste, its purpose is to clean your teeth. But Crest’s promise is prevention of cavities. Along with that promise can come additional benefits. Crest advertising promotes ‘a brighter smile.’ Crest has control of its brand expression and works very diligently to express purpose and promise consistently and competitively.” A brand sets a company or product apart from its competitors. “If all the companies in a given product or service category didn’t have brands, then products become commodities. There’s no basis for choice, except perhaps price. With no differentiation, you’d buy the toothpaste that cost the least. So, if Proctor & Gamble just offered toothpaste in a box, and if Colgate-Palmolive did the same along with Unilever, then everyone would sell plain-old-toothpaste. And, if they all cost the same, and they were all packaged the same, then how would you choose? Great brands create want and promote preference or choice: ‘I want Crest toothpaste because of what it promises me.’” “Brands become brands when they communicate with users in a way that helps them make a choice - that creates a personal understanding of purpose and promise. But, after the sale, my 6

October 2016

experience with the brand determines if I continue to choose it. If I like the taste of Crest and people tell me how white my teeth are or if they smile back at me when I smile at them, then my experience meets my expectations and I’ll keep on buying Crest. If I buy toothpaste to have fresher breath and people pull away from me when I talk to them, guess what?” Sometimes brands need to evolve with the company. “Steel King Industries recently embarked on a rebranding,” said Laurie Fraser, marketing manager. “This was not a ‘marketing’ or ‘graphic design’ decision. The rebranding grew out of a realization by company management that Steel King had experienced tremendous growth and its products had evolved. “The new brand is reflected in the new logo, which retained many of its same elements – the color and strength of the font has not changed - but its level of sophistication and precision are enhanced. The shape of the shield is more memorable and is a visual symbol of the company’s dedication to safety products and building rack products that excel in strength and reliability.” The logo is “your team’s mascot and colors,” and the style and color make an emotional connection with the customer. It should be clear and used consistently “from your website to your phone script to your fleet vehicles,” Fraser said. But the logo is just one part of branding. “Strong brands don’t happen by accident. The first step is clearly identifying and articulating your company’s mission, including what you want to provide and the audience you intend to serve. Every member of your team should be aware of the message you need to convey to every customer and vendor - and each other - to make that brand authentic and strong. “It is an ongoing process of growth for the whole company, and one that is built daily throughout the organization. It is the benchmark by which we measure the company’s progress,” she said. “Your brand is your company’s promise to its customer and encompasses everything from the quality of your product to the way your customer service staff answers the phones. Whether intended or not, everything your company and its representatives do becomes part of your brand in your customers’ minds.” Brands keep satisfied customers and recruit new ones. “Your brand – your public image -- is a quick identifier for would-be customers. Think about the quick decisions you make in an unfamiliar town when choosing a place to eat – does it sound expensive? Does it sound like they’d serve a good meatloaf? Do you opt for eating at a place whose reputation you already know? Before you’ve taken a bite of food, you’ve made decisions about their price, taste, clientele and cleanliness based on external clues – all factors building their brands,” Fraser said. “When each interaction with a customer or prospect conveys your intended message and product strength, those messages build on each other, strengthen your brand in the public’s mind –

October 2016


Cover Story and making it easy for current customers to point others in your direction.” To protect your brand, take legal steps like trademarking to make sure you own the name, tag lines and graphics. But that might not be the most important way to protect your brand. “Protecting that image in the public eye requires you to perform regular internal audits and check in with your customers. Do you really deliver what your brand tells the world that you provide? Consistent expression of your brand conveys to your customer the strength of your commitment company wide,” Fraser said. The emotional connection with a consumer is important. “A brand is a combination of perception and expectation in the mind of the consumer. Brands create emotion, leading consumers to know, like and trust your company and its values. Trust is the most important element,” said Kristin Lelewicz, marketing manager for Wisconsin Lift Truck. “It establishes a presence for your company that attracts and retains loyal customers. It also differentiates your company from your competition. When it comes to our brand we ensure to promote our company tagline along with our logo; ‘Solutions of Excellence in Material Handling,’ to ensure consumers understand that we are a material handling “solutions” provider. We communicate our tagline on marketing materials to continually convey how we’re different than the competition…. we offer the whole package: the best methods and products to solve a company’s pain points. Because of this, customer know they can trust our brand as the go-to experts.”

Brands are built using direct mail, email blasts, digital advertising, social media and blogs, among other platforms. “Materials must include taglines and company content that helps influence consumers’ perception of your brand and to create the emotional connection to it. The messages must be truthful or the opposite effect will occur, creating a negative brand experience,” Lelewicz said. “When it comes to shaping our brand experience, we’re currently focusing on educating the market through informative blog topics, handout materials on new concepts within the industry as well case studies. We look to position our company as a leader in our field through best-in-class content. By educating potential customers, they associate your brand with being the go-to expert, so when the time comes to purchase material handling products, we hope to be on the top of their mind,” she said. An online presence means companies need to protect their brand on the web. “Nowadays it’s equally important to monitor your online reputation to be aware of what others are saying about your company. This includes consumer and employee online mentions. I suggest using ‘Google Alerts’ to keep tabs on what is being said about your company. Once set up, Google will send automated emails with lists of links relating to any keyword of your choice. I have alerts set up for our company name as well as our competitors names to keep in the loop of what is being said online,” Lelewicz said. Mary Glindinning is a freelance writer who has worked at daily and weekly newspapers for more than 20 years. She lives in rural Shullsburg, Wis. E-mail to contact Mary.

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Feature Story John Favalo

Handle your brand with care: 10 ways to get out of a rut Your brand is in a rut. A stuck-on-the-bottom and not-moving-upanytime-soon rut. Maybe your customers no longer want you as a friend; or maybe they’ve simply fallen for something shinier and newer. How do brands end up in this position anyway? Easily, if they’re complacent, over-confident, shortsighted or blindsided. Very rarely does a brand that relies solely on price in a defensive strategy succeed. It can be a trip-and-fall from losing touch with the customer, like making errors or penning policies that cost the channel money. Regardless, it’s fix or fail. Whatever the reason, it doesn’t have to stay this way. Even a first step in the right direction can help change a brand’s entire course, and help you win back the affection and trust of customers. Here’s a checklist of 10 things you should think about when you need to get your brand back on track: 1. Assess your brand’s strength. Even if it’s troubled, it may have more equity than you know, and that can provide a firm foundation for change. 2. Face the facts with brutal honesty. Assess the situation with all the emotion of an IRS agent. Err to the downside and develop the situational analysis accordingly. 3. Communicate with key stakeholders. Without imperiling the company/brand, address the situation with key stakeholders, which could also be customers, even if you don’t have answers to all the questions or solutions to all the problems, don’t hide away. Commit to working on the problem(s) and follow through. 4. Show customers you care. Demonstrate understanding and empathy. Show that you have calculated the impact on them and that you’re working to fix it.

5. Be honest, clear and consistent. If you need to change direction, then explain why clearly and stick to the course. 6. Find the right solution. What do you need to do to alleviate the pressure and elevate the brand’s position? Be cautious of starry eyes; do only what you can achieve realistically. Apply the same brutal honesty to your solution as you did for understanding why you got there in the first place. 7. Stay committed. Announce the solution and implementation plan only when you are absolutely certain you can deliver on the promises and when you are assured a commitment from leaders, the board of directors, etc. 8. Execute the plan as flawlessly as possible. If something gets messed up, own it and fix it. Never preach perfection. 9. In developing your solution plan, make sure you include metrics. Whether it’s measuring the number of complaints or compliments, distributor conversions, unique website visits, or NPS, attach relevant KPIs and report on them regularly to all stakeholders. 10. Get leadership buy-in. If leaders aren’t in, you’re out. Business and brand leadership must not only be on board, they must also be vocal supporters and active participants. When the shades are down in the corner office, employees and customers become skeptics. Clearly, this isn’t an instant springboard out of the pits, but at the very least, it’s a thought-starter to help move a troubled brand back in the right direction. About the author John Favalo is a managing partner at integrated marketing firm Eric Mower + Associates and member of the agency’s specialty marketing group EMA Buildings & Construction.


October 2016


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Aftermarket Dave Baiocchi

Holes in the boat Do you ever feel like your dealership is predisposed to give things away? I have felt this way from time to time and despite great effort to avoid it, it seems that the offer of “free” is almost an inevitability. The excuses why it’s OK to give it away are ubiquitous. “These guys are a brand new customer” “This customer is too big” “This customer is too small” “We can’t afford to run them off” “They won’t understand” “We promised them we would not charge them overtime.” “The customer thinks it’s under warranty” “We need to be competitive” Have I hit a nerve yet? In my experience, the service department bears the weight of the dealership’s free lunch program. Many times this culture is driven from the sales department, which sometimes includes upper management. When treading on the emotional ground surrounding a recent sale, customer satisfaction can be easily achieved by providing the support only available from the service department. In an effort to quell any shortfall or missed

commitment by the sales department, or to ensure the customer experiences no buyer’s remorse, this support, especially in the early going, is many times included, discounted or otherwise provided pro-bono to the customer in the name of customer relations. Time and again, we fail to realize that the problem with a free lunch, is that the customer will again be hungry at dinnertime! The give-away culture is a damaging force at work in far too many dealerships. I see this far too often, and I equate the losses incurred from giveaways to holes in the profit boat. Nothing draws blood more quickly than the knife in one’s own hand. Contrary to what some may believe, how we handle ourselves with a customer in the early stages of a relationship trains a customer on what they can expect for the long term. If a little saber rattling results in a substantial discount, don’t expect that customer to ever stop the clatter! There are methods that can be employed to assist dealers in avoiding this runaway train. As with any cultural issue, the methods must be adopted at the TOP of the organization, and they must be rigorously enforced. They are however essential if you want your profitability boat to float for the long term health of the organization. Method one - sales warranty When newly delivered equipment breaks down or is otherwise in need of attention, the knee jerk reaction most of

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Aftermarket the time is to simply open a warranty job. This is customary and expected, as every piece of new equipment normally comes with some form of OEM warranty. It’s interesting however how the understanding of warranty is seldom taught to, and therefore seldom embraced by, the sales staff. Most manufacturers, start the explanation of their warranty with the same word: LIMITED. Even the sales guys know that there are things that are not covered, but they do not really seem interested in defining that list for the customer. One of the most effective ways to get salesmen to participate in the process of regulating unrecoverable warranty expenses is to give them monetary motivation. In our dealership, all customer work is billed to either a retail customer work order, an OEM warranty work order, or a sales warranty work order. If we are providing services that are connected with the delivery of a recent piece of equipment, any non-OEM warranty work is either billed to the customer, or to the sales department. This puts the cost burden on the department that many times is so quick to issue free passes. It’s amazing how quickly salesmen get off the free lunch bus when the expenses connected with post delivery services starts affecting their commission statement. This is not to say that we don’t assess these expenses after the fact, and move some of the costs to customer policy adjustment. The exercise however forces the stakeholders to educate themselves about the process, and to commit resources only after considering the possible costs. It also establishes a default accountability mechanism that accounts for the costs today, and (perhaps) reallocates these expenses later.


Method two – manufacturer’s warranty acknowledgement One of the weaknesses in our customer engagement process is that as an industry we do a poor job of positioning ourselves for the maximum benefit of the dealership on the very day a piece of equipment is being delivered. With each unit put into service, there will be a trail of money that follows. We must put ourselves in the best position to retain these opportunities. Not only is there money to be made, but there is also a unique opportunity to prevent losses, by eliminating unnecessary expenses. There is a cultural paradigm in this country that applies to this process. “If I don’t TELL you, then you don’t have to pay” It’s the unwritten rule of the American marketplace. Large ticket items by their nature carry a set of customer expectations that need to be managed in order to be truly successful. Especially in the days following delivery, anything that may go wrong is automatically assumed as being warrantable. If the rules and policies concerning warranty are not addressed specifically with a customer, you can rest assured that the customer will use the “You didn’t tell me” gambit to avoid paying any of these costs. We can mitigate the damage to the dealership in covering non-warrantable repairs by simply ensuring that the warranty is not only explained in detail, but that the customer signs an acknowledgement stating that the warranty terms and conditions were clarified and understood. Once our dealership made this acknowledgement part of our seven step delivery process, the number of customer issues after delivery reduced dramatically.



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Aftermarket Method three – administrative training Many of the issues that put holes in the boat start in service administration. Dispatchers, expeditor’s, and schedulers, are the first line of defense when it comes to managing expectations. Many of these employees are classified as clerical, but in many ways the image of your company, and its reputation for customer service lies in the hands of these very important employees. Being a dispatcher can be a thankless job. Nobody ever calls to say thank you. Every phone call presents another problem. Needs must be assessed and prioritized. The customer’s urgency is always palpable and at times is accompanied by hostility or desperation. In the heat of the moment, if we are not careful, we many times end up allowing the emotional distress of the moment to distract us from our SOP, and this is where training and solid policy can prevent the dealership from experiencing a financial loss. Are your dispatchers trained? • Do they collect the appropriate data, every time the same way? • Are they instructed on how to prioritize “machine down” and respond properly to customer urgency? • Do they understand the warranty on all of the equipment you sell? • Do they have scripted responses to common customer questions and complaints?

•D  o you have policies in place and are dispatchers trained on ascertaining customer credit standing, and applying appropriate customer labor rates? • Do they know and do they properly inform the customer in regard to overtime charges, travel time and other fees? Once again, it’s much more difficult, if not impossible, to manage customer expectations on the back side of the issue. Giving your administration crew the information and tools they need to engage this process confidently, and in advance, serves to prevent those pesky leaks from ever forming in your boat. There will always be occasions where departments must work together in order to satisfy the needs of the customer. There are plenty of opportunities however to make better, and more intentional decisions. This can be done by employing adequate education and training. Your people deserve to have the tools and policies in place to assertively clarify their positions. Your efforts to establish interdepartmental accountability inside the dealership will pay hefty dividends, and keep the inside of that boat nice and dry. This is not a simple, or painless process…..but accountability seldom is. So, patch the holes in your boat and keep on sailing! Dave Baiocchi is the president of Resonant Dealer Services LLC. He has spent 33 years in the equipment business as a sales manager, aftermarket director and dealer principal. Dave now consults with dealerships nationwide to establish and enhance best practices, especially in the area of aftermarket development and performance. E-mail to contact Dave.

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October 2016


Bottom Line Garry Bartecki

A world of constant change Does it not seem that way to you? To me it does because every month when I read through Forbes I wind up saying “I’ll be damned....” or “Look at what these kids have put together”... at least 10 times per issue. If you do not read Forbes I suggest you get a copy to review and tell me how many times you said “I’ll be damned....” I guarantee it is going to happen. I read at least ten publications a month and usually make notes of topics or ideas that would be on interest to the material handling industry. This month I also came across an email from AEMP for their upcoming Equipment Shift event in Memphis on October 26-27. It deals mostly with construction equipment but you know how it goes.....if the construction and rental industries are using it long can it be before it is on your plate. The most interesting articles I read this month concern the use of robots and the Internet of Things (IoT). What they seem to say is that the battle for where manufacturing takes place is over because there is no longer a payroll difference issue because robots now complete most the process. And it went on to say that distribution is where it is at now with systems to automate the distribution process the next big hurdle to conquer. How does this impact does because the cheapest energy cost in the world is in the US and thus to reduce manufacturing cost it is prudent to move manufacturing back to the States. And if manufacturing increases there will be a need for more material handling equipment and distribution centers to process orders and to move

inventory. So ultimately the material handling business should see activity improve and along with it the need to build and service distribution systems. I know you have the first part covered ....but how about the IoT regarding distribution functions. Opportunity knocks. Now back to AEMP. AEMP is an association of Equipment Management Professionals. Equipment managers for contractors, OEM’s, rental managers and service providers make up most of the membership. What is neat about it is the ability to meet and converse with end users to see how they are reacting to the IoT, digital solutions and telematics. I encourage all of you to review the Schedule of Events for the October event because, quite frankly, I believe your C-level folks would benefit from the presentations at this conference. I picked five “must go to” events being presented by Sunbelt, Richie Bros and others covering The Latest Efficiencies in Automating Shop Processes and The Future of Equipment Remarketing, respectively, In addition there are two session on telematics, which for this group is a big deal because contractors have to be comfortable that the data they are receiving is reducing cost and downtime. My “I’ll be damned”AEMP moment resulted from reviewing the websites of two companies called TheExchange and EquipmentShare, both kind of related to the IoT and making a

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Bottom Line presentation at the October event. TheExchange, is a online, private dealer-only wholesale marketplace for the global trade of heavy equipment. After reviewing the website I believe this program can be successful and help dealer members find or move used units faster. The second member of this group is called EquipmentShare, which is a peer-to-peer construction equipment marketplace for companies looking to borrow (rent) affordable equipment while allowing other equipment owners to rent out their idle or dormant units. EquipmentShare takes care of logistics, including delivery, maintenance and insurance. Very interesting indeed. Again, I suggest you review the website to see how they plan to make this a win-win situation. One last winner for this month which I hope you will review when you get a chance. A number of dealers (all sizes) are working with a company called Winsby. It is really a costeffective program that delivers meaningful results that will produce increased recognition in your market, more interest from current and potential customers, growth in new customers, a higher retention rate and more loyalty towards your company. I know the companies that are using them and also know they wouldn’t be doing so if it wasn’t working. Garry Bartecki is a CPA MBA with GB Financial Services LLC. E-mail to contact Garry.

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Human Element Caliper Corp.

Personality assessments and behavioral interviewing: a winning combination A personality assessment is a small investment in the bigger scheme of things. You’re attempting to hire someone who will perform critical work for your organization, and once that person is on board, you will spend many thousands of dollars on salary, training, benefits and career development. If an applicant’s motivations don’t line up with the job and, as a result, she ends up moving on or being terminated, the cost will be far greater than the slight outlay for a pre-employment evaluation. But personality assessments do more than screen job applicants. Building upon what they reveal about an applicant’s motivations and performance inhibitors, they can also be used to develop customized behavior-based interview questions. “Behavioral interviewing is shorthand for a style of interviewing that attempts to ascertain a close approximation of experience level, potential capabilities, and skill through a series of open-ended, behaviorfocused questions,” says Richard McLellan, Ph.D., an I/O Psychologist and Organizational Development consultant with Caliper. “When used properly, it should give the hiring manager a sense of confidence about the hiring decision.” Behavior-based interviewing has become a popular hiring tool in recent years because, Dr. McLellan adds, “It’s difficult for candidates to prepare scripted answers. Behavioral interviewing asks about situations, actions and learning directly related to the job candidate’s efforts.” For an example of how one would combine pre-employment assessments with behavioral interviewing, imagine that a management applicant’s assessment reveals low scores in performance competencies such as planning and priority setting and time management, which raises concerns about her ability to oversee projects. Instead of asking, “How long have you been managing projects?” or “How many projects have you managed?” the hiring manager may be wiser to say, “Tell me about a long-range project you initiated or were assigned. What steps did you take to ensure the end result met organizational expectations?”

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A detailed answer describing specific decisions and actions that led to a positive result would show, to an extent, that the applicant has learned how to compensate for her shortcomings. However, a vague response may indicate the applicant is taking personal credit for a team effort or that she depends too heavily on external guidance to manage projects. To hiring managers who want to make best use of the behavioral interviewing method, Dr. McLellan suggests, “Start by preparing a set of questions focused on the key competency areas that drive success in your organization, and then identify behavioral anchors you can use to measure the applicant’s relative skill or experience.” For example, if the applicant does not demonstrate—through her responses to behavior-based questions—adequate skill in a key competency area, the hiring manager may record a 1. A developing skill might receive a 2 and proficiency would receive a 3. Dr. McLellan also recommends interviewing in pairs, with one interviewer asking questions and the other recording 1, 2, or 3 as appropriate. This enables the first interviewer to engage with the applicant and avoid becoming distracted by the scoring process. The ultimate benefit is increased objectivity and a relatively simple yet useful method of scoring each applicant. Just make sure to ask the same questions of each candidate interviewing for a given position. The combination of pre-employment assessment results and behavioral interviewing is like the one-two punch a boxer uses to KO an opponent. Except that, in this case, everyone wins: You’ll bring in the person best suited for the job, and she’ll be motivated to perform well in a role that plays to her strengths. About Caliper - 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 www. or call us at 609-524-1200. Email to contact Caliper.

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12/21/15 1:41 PM

Sales Trends Art Sobzcak

Using “pick up” lines in sales I know. That headline piqued my curiosity too. Actually the one I saw atop a newspaper article was “5 Spiritual Pick Up Lines to Perk Up Your Relationships.” The article was by syndicated columnist, speaker and board-certified hospital chaplain, Norris Burkes. The original article dealt with the “how are you today?” question, which typically elicits the robotic answer, “Fine. You?” It’s a muchdebated topic in the phone and sales world since it’s used on more calls than not. Burkes explains that the question does not seek an honest answer. In fact, he says that most people don’t want an honest answer. They just want the trite response and then to move on. Picks up spirits Instead, Burkes suggests spiritual pick up lines that are intended to pick up the spirits of the other person. (And some of you thought this was going in another direction with the pick up lines.) The lines are actually questions. Great questions in fact. And especially good for us in sales situations. I’m modifying the questions slightly for our purposes, and giving some other suggestions. 1. “What’s new in your world?” Burkes says this is his favorite since it usually provokes a story about fun, faith or family. By modifying it we can get the same result with our customers and prospects. For example, “What’s new in your department since we spoke in July?” “What changes have taken place in the past quarter?” “What’s new regarding your 2016 Plan?” And if they respond with, “Oh, not much,” prompt them further with “Oh, come on, there must be something…” 2. “Tell me about your…” Burkes shares a story about his wife, a school teacher, who will say to her young students, “Tell me about your drawing,” instead of “What are you drawing?” It’s getting people thinking about observations, not conclusions. Brilliant! Also known as

“instructional statements,” I have suggested their use for years. It’s easier for someone to comment on something, than to create it themselves. For example, “Tell me about how you handle your downtime issues…” “Describe the process for…” “Tell me about the last time you had a situation where…” 3. “What’s your plan today?” Or, “What’s your day looking like?” This hints that you care, and that you want to help. And it sets up the next two questions. We could use, ‘“What’s your plan for the rest of the month regarding…?” “What does your fourth quarter look like as it relates to…?” 4. “How can I help make this a good day for you?” Burkes suggests that if you really want to know about a person’s well-being, then you must be willing to help. These are more general questions, and of course context plays a key role in their effectiveness. Examples we could use are, “What can we do as a supplier to help?” “How can I help you reach those goals?” “What could we provide you to accomplish that?” 5. “What are you hoping for?” “What are you praying for?” The author says that you are accomplishing two things here: You are getting them to examine their greatest needs, and you are entering into a spiritual covenant to help them attain what they want. While in a business setting, we probably would not ask about their praying, we can adapt it to get similar results. “What are you hoping most for with this project?” “What do you want the most regarding the outcome?” “What, ultimately do you hope to happen as a result?” These are some great “pick up” questions that can get your prospect/customer to really reveal their innermost needs, pains, problems and desires, therefore helping you to help them. Art Sobczak helps sales pros prospect, sell and service accounts more effectively by using conversationally, non-salzes messaging, and without “rejection.” Get a free ebook of 501 telephone sales tips at Email editorial to contact Art.

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October 2016


Your Business Eileen Schmidt

Rite-Hite celebrates 50 years It all began as a start-up and after a half century of operation, RiteHite has grown and transformed into a company with a global presence in loading dock equipment and other industrial products. “Where we were once known as the ‘loading dock and door company’, today we are a solution provider at the loading dock and inside the plant,” wrote Sara Everts, corporate marketing and communications manager for Rite-Hite, in an email to Material Handling Wholesaler. “We want to make sure our customers know the breadth of what we can provide,” she said, noting that Rite-Hite strives to provide “high quality, innovative products and services” designed to improve safety, security and productivity. Rite-Hite bills itself as a world leader in the manufacture, sale and service of loading dock equipment, industrial doors, safety barriers, HVLS fans, industrial curtain walls and more, according to the website. The company is headquartered in Milwaukee and marked its 50th anniversary in 2015. Rite-Hite was founded by Art White, and is now owned and operated by his son, Mike White. While Art White managed the challenges of launching a new business, his son has overseen the expansion of the operation, Everts said. “Through innovation, acquisitions and a lot of hard work from devoted employees, Rite Hite is now a worldwide force at the loading dock and inside the plant,” she wrote. Also in 2015, Rite-Hite’s DOK-LOK® trailer restraint turned 35. It protects against several types of trailer separation and after its 1980 launch quickly became an industry standard, according to Rite-Hite’s site. Other innovations from the company include: SAFE-T-LIP® hydraulic dock leveler; the Global Wheel-Lok™ wheel restraint; the FasTrax® high speed door; the Eclipse™ loading dock seal; the Revolution HVLS Fan; and the Dok-Guardian.

The business serves customers around the world and has representatives in the form of Rite-Hite-owned businesses and independent distributors in many countries, according to Everts. “Our distribution model centers on providing a local rep that is trained by RiteHite to understand our culture as well as our products, and these reps are trained to sell, install and service Rite-Hite products,” she said. The business has almost 2,000 employees and partners with more than 30 representative organizations in 100 locations, the web site reported. Rite-Hite offers consultations, education and demonstrations to each individual customer, according to Everts. In the US, local contacts are stationed in every state either as independent distributors or through Arbon Equipment, one of RiteHite’s companies. One of the challenges for Rite-Hite going forward is helping the customers who increasingly self-educate through the internet and other sources make informed purchasing decisions. This can be achieved through continuing education and consultation efforts, Everts wrote. “Once people understand the risks and benefits related to the purchase of a certain product, then they make the best decisions,” she said. In the future, Rite-Hite will continue to strive to connect with customers at the right time so long-term partnerships can be formed. “Our big goal is to be viewed as a premier supplier of high quality product and service solutions and to maintain a reputation for integrity in all that we do,” Everts said. 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 editorial@ or visit to contact Eileen.

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17950 Type: IC Big Pneumatic Make: Hyster Model: H300HD Year: 2005 Capacity: 30,000 lbs. Mast: 144/147S Details: diesel, Side Shift, 96” Forks 18405 Type: IC Big Cushion Make: Hyster Model: S155FT Year: 2007 Capacity: 15,500 lbs Mast: 100/185T Details: LPG, Side shift, forks, 4,180hrs 18341 Type: IC Pneumatic Make: Hyster Model: H90FT Year: 2007 Capacity: 9,000 lbs. Mast: 86/173T Details: diesel, Side Shift, Forks

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October 2016


Women in Industry Feature Story Mary Glindinning

She really knows her stuff Before people say that, women in material handling often have to prove their knowledge and expertise to skeptics who don’t expect a woman in the field. Material handling is still male dominated, but more women are entering all facets of the industry. And as it becomes more visible as a career choice for women, the ratio of men to women will become more equal. “I previously worked in the automotive field for 15 years,” said Dedee Baugher of Grindstaff Engines. “I worked in the office at first and moved to a supervisory position in service then on to parts. That is how I met my current employer Rick Grindstaff. He needed someone to assist him at Grindstaff Engines and I decided to make the move,” said Dedee Baugher. Material handling was “not so much on my radar, however I had some knowledge of engines and parts. Grindstaff Engines is an engine rebuilder focusing on forklift engines. Since I worked with engine sales, parts and service at my previous employer it seemed to fit well,” she said. Baugher did not hesitate because the field is male dominated. “I was already seasoned for that issue. The automotive field is also very male dominated, probably more than the material handling field.”

And material handling is not as male dominated as it once was. “Over the years, it has changed quite a bit. I have been in the material handling business about 17 years now and talk to several females every day. In fact I think I might talk to as many females as males now,” Baugher said. But she still feels she has to prove herself. “It takes a lot of patience. Generally when you receive a call and they insist they need to talk to someone else (because you couldn’t possibly know what they are talking about) you have to prove them wrong. I then tactfully ask a few questions and tell them the part they do not say-proving I know my stuff. Just a few people have issue with it, mostly old school males that can’t imagine we females know anything about an engine or parts.” Material handling does have space for women. “Most people in this field are nice, friendly, courteous and fun. We have customers all over the U.S. and beyond. That makes for some interesting conversations. As I said previously there will always be (no matter what field you are even in) certain ones that may not think you belong. Stick with it and overcome that issue. I tell my children and grandchildren you can do whatever you put your mind to.”

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Salute to Women in the

Material Handling Industry

Andrea Neisen, Project Coordinator — AK Material Handling Systems Andrea’s background in management and order fulfillment allows her to excel as Project Coordinator at AK. Andrea collaborates with The Design Group at AK Material Handling System to make sure the execution phase meets the unique demands of your business operations. Whether it’s making sure an order ships on time or coordinating your multiphase installation, Andrea ensures the timeline is adhered to with a seamless delivery.

Brenda Harrison, Senior Project Account Specialist — AK Material Handling Systems Brenda’s background in management, project coordination, logistics, communications and organization allows her to excel in her role at AKMHS as a Senior Project Account Specialist. With 27 years on the job experience, specializing in the grocery industry and a key member of The Design Group, Brenda has displayed her passion and enthusiasm to work with her customers, vendors and team members to provide the highest degree of service and the best possible storage solutions in the industry.

Rachel Ballard, Sales Support — Bluff Manufacturing Rachel is an organized, detail oriented, solutions-focused team player with 10 years of manufacturing experience. She is a highly valued contributor to our Sales Support team because she strives to exceed the expectations of our distribution network. Her thorough knowledge of Bluff product coupled with clear understanding of applications makes her a ‘goto’ for many of our distributors.

Daisy Ramirez, Sales Support — Bluff Manufacturing A rising star on our Sales Support team, Daisy Ramirez, came to us fresh out of college and is making a significant contribution by working with our Spanish speaking distribution network. Her can-do energy and enthusiasm for helping customers coupled with her speed and accuracy in providing the correct product for the application has earned her the respect of many long time material handling salesmen.

Sheila Trapp, Sales Support — Bluff Manufacturing Sheila is a tenacious problem solver with strong analytical skills who during her 4 years with Bluff has become a master user of our ERP system. Whether she is helping a colleague or a distribution partner, Sheila seeks to create efficient processes to streamline work and get the best result possible the first time out. With experience in distribution and manufacturing Sheila has worn many hats and understands the challenges our distributors face.

Cindy Holybee, Steel Structure Sales/project management — Bluff Manufacturing Known throughout the industry for her technical aptitude, excellent project management and follow through Cindy has been partnering with Bluff’s distribution network for 16 years. Mastery of Bluff’s entire product line coupled with southern charm puts Cindy in high demand for webinars and joint sales calls. Cindy takes great pride in partnering with our channel partners for exemplary results.

October 2016


Women in Industry Feature Story Mary Glindinning Material handling offers new challenges almost daily, with chances to grow. “I started in an administrative role while taking night classes to earn my bachelor’s degree, developed a passion for the industry, so stayed and continued to climb the corporate ladder,” said Dannelle Dahlhauser, of MH Equipment Company. “I’ve been in the industry for over 12 years now and am the director of marketing and sales support for a company with 30 branches in 10 states and over 750 employees.” She did not set out to work in material handling. “Unless you have family involved in the industry, it’s often easily overlooked. That is why those of us in the industry need to help gain awareness for the opportunities available – particularly for women,” Dahlhauser said. “The material handling industry is definitely male dominated. There are areas that still possess the ‘good ‘ol boy’ atmosphere, but in spite of that and the fact that it is male dominated, the industry in general is making a good shift to allow women to be successful. “The only time that I feel out of place or treated differently is when I am outside of my dealership at industry events or meetings. I do feel the need to prove my knowledge and skills more than usual. However, this could be said for anyone outside of their usual comfort zone. Overall, I think women do have to try a little harder in the material handling industry to gain respect of their male counterparts

– simply because it’s a non-traditional female industry,” Dahlhauser said. “At this point in my career, I don’t think my daily work is affected by the fact that I am female. I have gained the respect of those in my dealership and others in the industry by putting in the effort to understand the ins and outs of material handling. I am good at my job and that is simply all that matters,” Dahlhauser said. “There used to be times when I would get frustrated because someone asked me to do something menial or deemed as ‘female’ work such as fix a PowerPoint or write a letter… but in time, I came to realize that they weren’t asking me because I was female, they were asking me because I’m good at PowerPoint and I have good writing skills.” For young women considering a career in material handling, Dahlhauser has this advice: “Learn all that you can about the industry and your company. You will gain respect by being knowledgeable and good at what you do. Be strong and have broad shoulders.” For Misti Peak, aftermarket sales representative in for MH Equipment Company in Cincinnati, a career in material handling started with a part-time job during college. “I started answering the phones (receptionist) at a forklift dealership, which led to me moving into the service department to learn other roles and become more familiar with the industry. I worked as a service coordinator and then moved into dispatching and then to rental manager. After four years

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Teresa Mozisek, Steel Structure Sales/project management — Bluff Manufacturing A nine year veteran of Bluff Manufacturing, Teresa was a lead in the Sales Support team before joining the Steel Structures sales and project management team. Strong project management and organizational skills coupled with technical aptitude and an infectious positive cando attitude makes her a key player both inside and outside our organization.

Regina Chapman, Inventory/ Purchasing — Bluff Manufacturing Speed and accuracy are qualities that Bluff is known for and Regina embodies these traits. Having worked on both sides of the house, Regina is familiar with sales transactions, our finished product, parts and materials. She has made a significant contribution to inventory and purchasing by streamlining processes.

Heidi Richwine, Sales Administration — FSIP Heidi joined FSIP in 1999 as a Customer Service Representative. Soon after, she took the role of Customer Service Manager, where she ensured that FSIP provided the best customer experience. In 2014, Heidi joined FSIP’s Sales Team, where she is able to focus her concentration on individual customer relationship building. While FSIP’s product offerings have expanded throughout the years, so has Heidi’s knowledge of the material handling industry, as well as her ability to assist customers with all of their business needs.

Amanda Nieb, Marketing Specialist — FSIP Amanda joined Flight Systems Industrial Products in 2009. As Marketing Specialist, Amanda is responsible for planning, developing and implementing all FSIP advertising and marketing campaigns. Her focus is to promote FSIP’s high standard of quality products and services, while ensuring brand recognition throughout the industry and attracting new customers for continued business growth.

Pam Jones, Director of Sales & Marketing — FSIP FSIP provides new and remanufactured electronic products, found on electric and gas powered vehicles. They also provide manufacturing services, including OEM legacy type products and offer new design work for electric drive applications. Pam joined the FSIP team in 2007 and has focused her attention on FSIP’s market share growth, through marketing and product development programs. She has concentrated on cultivating OEM affiliations and building strong customer relationships. She is proud to have many “Women to Salute” on her FSIP team!

Michelle Zerphey, Sales Manager — FSIP Michelle became part of FSIP’s team in early 2016. She brings with her 10 years of experience in retail service sales, as well as expertise in client relationship building and account management. Michelle is a customer oriented problem solver with an ability to adapt to new situations quickly. She leads FSIP’s talented Sales Team, and works closely with FSIP’s distributors and international customers.

October 2016


Women in Industry Feature Story Mary Glindinning of learning the industry in those various positions, I finally landed in sales. I have been in a sales role for approximately 19 years and have been in the industry for 23 years.” It is an interesting, challenging way to make a living. “There are not many women in the industry,” Peak said. “Out of my 23 years in the industry, besides administrative positions, I have worked with two females in a sales role.” There have been times she felt out of place, but that “only drove me to work harder and be more successful. I can get the job done as well as, or better than anyone doing the job I am doing.” Monica Foszcz, material handling specialist, fleet management and equipment sales for MH Equipment, happened upon material handling by accident. She was undaunted by the relative scarcity of women. “I had been in male dominated industries prior to this one, so I was used to it,” Foszcz said. “It is a very male dominated industry, though I’m seeing more women on both the customer and vendor sides.” Sometimes being a woman “helps to get your foot in the door, but once you do, you better know what you are talking about,” she said. “I would certainly encourage (a woman considering material handling) because I think it can be a very fulfilling industry to be in and one that is constantly changing. But in order to be taken seriously, she needs to do her homework and be educated on the product and the industry.”

MHEDA recently started a Women in Industry initiative to connect women working in material handling. “The women involved with MHEDA are very enthusiastic about this initiative and anxious to get involved. They are all very engaged and eager to connect with other women in the material handling industry and have recently starting a mentoring program to foster growth among women who are new to this industry. This has been very positively received,” said Rebecca Hein, networking coordinator and meeting planner for MHEDA. It is estimated that men hold 80 to 85 percent of executive and senior level positions in material handling. Some of the things women want to discuss are how to bridge communication style differences between men and women, help men understand why they want to be part of material handling and how to change the industry culture. The Women in Industry Initiative has a tele-networking program, holds a breakfast at the MHEDA annual convention in May, and next fall, it will host its first conference, with the date to be announced.. About the author Mary Glindinning is a freelance writer who has worked at daily and weekly newspapers for more than 20 years. She lives in rural Shullsburg, Wis. E-mail to contact Mary.

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October 2016

Liz Nickey, Customer Service Supervisor — FSIP Liz started her career at FSIP in 2010. As Customer Service Supervisor, her job is to ensure that FSIP’s Customer Service team is knowledgeable and efficient, to best serve this constantly changing and challenging industry. Her team is a very diverse team, with everyone bringing a different trait to help better serve FSIP’s customers. The Customer Service team strives to give customers the best experience every day!

Michelle Butler, Sales Specialist — FSIP Michelle has been with FSIP since 2008, and was promoted to Sales Specialist for the North East/West Territory in 2014. Michelle works closely with FSIP’s customer service department and servicenter to ensure a good experience for customers. She finds it very satisfying to educate new and existing customers on FSIP’s products and services, which in turn helps them grow their businesses. She has also had the opportunity to work on FSIP’s Xtender team, gaining more knowledge about the Xtender Battery Restoration System.

Jodi Miller, Customer Service Specialist — FSIP Jodi became part of FSIP’s Customer Service Team in 2011, and later transferred to the sales team to oversee General Electric Legacy products and assist customers. She has a wide variety of knowledge in products for the Material Handling Industry, and now works with FSIP’s Manufacturing Services and General Electronic Repair Program. Jodi enjoys the variety of experiences that each day brings at FSIP.

Kathy Fatherree, Accounting Clerk — FSIP Kathy began her career with FSIP as an Accounting Clerk in 1999. Her many responsibilities include handling the payroll for 120 employees, cash applications, and making sure that all of FSIP’s bills have been paid on time. Kathy also helps with FSIP’s United Way Campaign, and is involved in planning many company activities such as the annual employee picnic and holiday festivities.

Heather Schalles, Customer Care Manager — FSIP Morgan Kurtz, Business Development Manager — FSIP Morgan has been with FSIP since 2013 and has held many roles as part of the sales, customer service and product development teams. In her current role as Business Development Manager, she manages all aspects of the products that FSIP offers. She works closely with the engineering department on new product development for both new and remanufactured products. Morgan is also responsible for creating and delivering employee and customer product training.

Heather joined FSIP in 2015. As Customer Care Manager, she leads the customer service, quality administration and technical support teams. Heather has been learning the business and getting to know FSIP’s customers, focusing on their needs and expectations. At FSIP, it is all about the customer and providing them with an exceptional experience. The Customer Care Team is passionate about customers and the service they provide.

October 2016


Nuts & Bolts

Acquisitions, expansions & other business news

IronPlanet to be acquired by Ritchie Bros. Auctioneers Ritchie Bros. Auctioneers Incorporated and IronPlanet®, an online marketplace for used heavy equipment and other durable asset sales, jointly announced that they have entered into an agreement under which Ritchie Bros. will acquire IronPlanet for approximately US$758.5 million, subject to customary closing adjustments. Founded in 1999, IronPlanet complements Ritchie Bros.’ primarily end-user customer base, as it focuses largely on the needs of corporate accounts, equipment manufacturers, dealers and government entities in equipment disposition solutions. It conducts its sales primarily through online-only platforms, with weekly online auctions and in other equipment marketplaces. IronPlanet, a private company based in the United States, sold approximately US$787 million of Gross Merchandise Value (GMV)[1] through their sales channels during 2015, and has achieved a 25.2% compounded growth rate in assets sold from 2013 through 2015. This growth momentum has continued, with a 41% increase in GMV during the first half of 2016 relative to the same period in 2015.

Record number of robots ordered in first half of 2016 The North American automation industry has set new records to begin 2016, according to the Association for Advancing Automation (A3), the industry’s trade group. The advent of more automation in North American manufacturing promises increased efficiencies in production and the ability to compete globally. A3, whose mission is to advocate

and promote automation technologies and ideas that transform the way business is done, tracks the robotics, machine vision and motion control markets for its three daughter associations, Robotic Industries Association (RIA), AIA - Advancing Vision + Imaging, and Motion Control & Motor Association (MCMA). A3 is at its highest membership level ever, welcoming 119 new member companies year to date. A3, with its daughter organizations, now represents 965 member companies directly involved with robotics, vision, motion control and motors.

Verizon to acquire Fleetmatics Verizon Communications Inc. and Fleetmatics Group PLC announced they have entered into a definitive agreement under which Verizon will acquire Fleetmatics, a global provider of fleet and mobile workforce management solutions, for $60.00 per share in cash – representing a value of approximately $2.4 billion. “Fleetmatics developed a wide-range of compelling SaaS-based products and solutions for smalland medium-sized businesses,” said Andrés Irlando, CEO of Verizon Telematics. “The powerful combination of products and services, software platforms, robust customer bases, domain expertise and experience, and talented and passionate teams among Fleetmatics, the recently-acquired Telogis, and Verizon Telematics will position the combined companies to become a leading provider of fleet and mobile workforce management solutions globally,” Irlando added.

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DeDee Baugher, Grindstaff Engines My husband and I live just outside of Kansas City. We have a son and daughter who have 8 children between them. We also have 3 great grandchildren. They all live close by. Family is very important to me. We will be anxiously watching the Chiefs this year and hope they make it to the Super Bowl!! I started my career working office and administrative positions and have been in the material handling Business since 1999 with Grindstaff Engines. Prior to that I had worked 15 years in a large car dealership. I have come to find out that several of our customers also started in the automotive field. Most of our Customers are very friendly and I really enjoy talking with them.

Jessica Mazzei, Manager — Industrial Decals Jessica Mazzei is the Manager at Industrial Decals & Marketing Corp. They specialize in custom fleet markings and decals for industrial equipment as well as promotional items. Industrial Decals has been serving the material handling industry for over 16 years. Jessica started out in production and is now overseeing operations. She has also made sure that the company stays community minded by keeping the company actively involved in local charities & church ministries. Recently celebrating 15 years of marriage, Jessica is also a proud mother, and she is a diehard Rangers hockey fan, enjoys fitness, as well as cooking and has even had some of her cooking featured on national TV.

Beth Vrba, Vice President of Life Cycle Services – Americas — Kardex Remstar Inc. Beth was recently promoted to her new role as VP of Life Cycle Services (LCS). With 11 years of experience at Kardex Remstar, she is no stranger to the overall operation. Beth oversees several different teams responsible for being the technical equipment experts, hardware and software support, customer service support as well as manufacturing, shipping and spare parts. Beth is very active in her new role, and we congratulate her on her accomplishments at Kardex Remstar.

Dannelle Dahlhauser, Director of Marketing & Sales Support — MH Equipment Dannelle joined MH in 2004. She manages a team whose primary responsibility is generating awareness across the MH market as well as a team responsible for consistent sales processes and procedures. “During my tenure at MH, I have seen tremendous growth in our organization – not only in a business sense, but with our culture. At MH, you can be assured that People Matter!” Dannelle is the current group leader for the MHEDA group “Women in Industry III”.

Alva Coffman, Account Executive — Material Handling Wholesaler Alva has been with Specialty Publications for 14 years with seven of those years as an account executive for Material Handling Wholesaler. Alva enjoys working with clients to help them reach the perfect audience for their products. Alva has been a lifelong Cubs fan and is eagerly awaiting the playoffs. This is the year! Go Cubs!

Kathy Regan, Editor — Material Handling Wholesaler I have been the editor of Material Handling Wholesaler for four years. I love working with our authors picking topics that provide solutions to current issues in the industry and contribute to the success of our audience. My favorite issue is October when we get to spotlight key successful women in the industry.

October 2016



October 2016

Maggie Vetsch, Accounting/ Office Assistant — Material Handling Wholesaler As the accountant and general office assistant, I have quite the “handle” on Material Handling Wholesaler. Working closely with the publishing and sales team, I ensure that all of our Material Handling accounts are receiving accurate and timely information behind the scenes of our monthly Magazine and various online products. It has been a wonderful learning experience thus far and has provided me with an opportunity to gain a lot of knowledge in the Material Handling Industry.

Kim Deffenbaugh — TVH Kim Deffenbaugh is the Operations Administrative Lead for TVH’s Facility Operations Department in Olathe, KS. Kim has been with TVH for 7 years and is responsible for all of the administrative duties and special projects for the Operations Department managers and staff. She enjoys being involved in TVHCares, TVH’s volunteer program, and getting to work with customers.

Jennifer White — TVH Jennifer White has been with TVH for 20 years and is currently the Claims Department Manager. She expertly manages a team of people who work closely with TVH’s customers and help guide them through the return process. She and her staff enjoy being able to build close personal relationships with the customers. Jennifer is also actively involved in helping TVH create a company culture that is second-to-none.

Shalaigh Koehl — TVH Shalaigh Koehl is the Inside Sales Manager for Domestic Sales at TVH. Throughout her career she has placed a strong focus on putting people first and she brings that dedication to TVH. Although new to the industry, she is enjoying getting to know the customers and learning more about the forklift industry. She also enjoys working with her team who show their passion for the industry at work everyday.

Shannon Jumet — TVH Shannon Jumet is the Primary Picking Lead at TVH and is responsible for the staff that pulls parts for customers as well as the 12 TVH locations in the Americas. She enjoys the family atmosphere at TVH and working with the staff. In 2014, Shannon was the co-winner of the TVHOne Employee of the Year award for her efforts in revising the way orders are picked. The new processes helped to increase fulfillment speed and reduce overtime.

Tuesday West — TVH Tuesday West started as a Second Shift Checker and Forklift Driver and through her hard work and determination has moved up to Decal Production Assistant at TVH. She has participated in the TVH Mentor Program, which has helped her to establish goals and grow within the company. Tuesday enjoys every new experience that her job brings and looks forward to her future at TVH.

October 2016


Shifting Gears

Industry personnel and organization news

Cromer Material Handling buys Gray Lift Inc. Cromer Material Handling, based in Northern California, has acquired Gray Lift, Inc. Gray Lift’s co-owners, Jay and Richard Waugh, decided to retire, and sold the assets to Marshall Cromer, owner of Cromer Material Handling. Gray Lift has sold forklifts and material handling products in Central California for the past 59 years. Gray Lift will continue operating under the same name with the same motto: “Service is Everything.” With the acquisition, Gray Lift’s quality products and outstanding customer service now benefit Northern California. Merging the two companies comes with some impressive numbers: over 140 full-time employees, including 80 experienced mechanics, 12 parts specialists with over 300 years of combined experience, and 20 sales professionals. The combined 6 locations – Cromer Oakland, Cromer Sacramento, Cromer Manteca, Gray Lift Fresno, Gray Lift Bakersfield, and Gray Lift Santa Maria – serve over 20 California counties.

AutoGuide AGVs announces Joe Hillebrand as sales manager AutoGuide AGVs, manufacturer of automated guided vehicles (AGVs), has appointed Joseph (Joe) Hillebrand as the company’s new sales manager. Hillebrand will be supporting business development and sales for AutoGuide. “Joe’s engineering background and years of hands-on experience designing successful AGV systems make him a great addition to the AutoGuide team,” said Sarah Carlson, vice president of marketing

and business development for AutoGuide.” He knows the right questions to ask to determine what the customer needs. He then uses his immense industry knowledge to provide the perfect system at the best value, which is exactly what AutoGuide’s driving mission.” Hillebrand comes to AutoGuide with nearly 20 years of experience in the AGV industry, including automotive production, factory automation, heavy equipment and material handling sales.

NAWIC announces 2016 award winners The National Association of Women in Construction (NAWIC) is pleased to announce the winners of its Future Leader of the Year, Member of the Year and Lifetime Achievement Awards. The mission of the awards is to recognize outstanding efforts of NAWIC members. The Future Leader of the Year Award is presented to a new member of NAWIC who has been actively involved in the association throughout her first two years. The Member of the Year Award is given to a NAWIC member who has been actively involved in association activities throughout the current NAWIC Year. The Lifetime Achievement Award was established to recognize the lifetime contribution of a NAWIC member to the association. All three awards will be presented during NAWIC’s 61st Annual Meeting and Education Conference in San Antonio, Texas. The 2016 Future Leader of the Year Award winner is Sondra Friestad, a member of NAWIC’s Fresno, Calif. Chapter. Friestad is a project manager with Highlands Diversified Inc. and the owner of iKlectic Muse! She serves as vice president, public relations and marketing chair and social sidelines events chair of her chapter. She rekindled her chapter’s relationship with the local builders’ exchange and has organized

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Denise Freeman, Sales Support — NA Construction, Trelleborg I’m celebrating 18 years working in the Industrial Tire Industry. I’m currently very proud to be working with Trelleborg Wheel Systems. I have a bachelor’s degree in education, which has helped me with patience, trust, and organization to execute quick decisions. Today I have a new and very exciting role as inside sales support working to grow our National Account business and helping our dealers grow National business along with Trelleborg Wheel Systems.

Talia Toffolo, Senior Planner — Trelleborg Talia joined Trelleborg in 2011. She works directly with suppliers to ensure proper stock levels in Trelleborg’s distribution centers throughout the US and Canada. She developed the first Planning Department manual, is a member of the Safety Committee, and enjoys having a first-hand view of the global supply chain and learning about the tire industry. Her favorite part of her job is the opportunity to travel and work with colleagues all over the world.

Jennifer Giavasis, Director of Customer Service — Trelleborg I’m proud to be celebrating my 10th year with Trelleborg. My team supports every aspect of assisting customers and providing solutions for their issues. I have a Bachelor’s Degree in Business Administration and Associate’s Degree in Education. I have a background in IT Applications, Forecasting and Data Analysis and Project Management in full cycle supply chain. The material handling industry is constantly changing and evolving. I enjoy the challenges and opportunities I see every day!

Bernadette Martel, Senior Business Analyst — Trelleborg Challenges! Adventure! Excitement! The life of an analyst has all of these things. My role in the finance department includes anatomizing data, inventory and costing analysis, budgeting/forecasting, and taking on new projects and process improvements. The finance team, and TWSA as a whole, are very innovative and growth opportunity centric which has made my 5 years here a fantastic journey.

Linda Mitchell, Financial Controller — Industrial Tires, Trelleborg This year I celebrated my 20th year at Trelleborg Wheel Systems. I love the daily challenge in working with numbers; and with a strong finance team in place here, we’ve enjoyed many great accomplishments. My job is very fulfilling and always evolving, but when I’m not at work I love to put the numbers aside and spend time researching my family history.

Janet Allgor, OEM Coordinator — Trelleborg I started working for Trelleborg in December 1994. I’ve had many roles with the company including sales, service, supply chain and distribution, and have enjoyed each one. In my current role I handle customer requests and support the sales team. I’ve spent a lot of time building relationships with our customers to form a great partnership. I am always looking for ways to improve to provide better service to our clients.

October 2016


Shifting Gears

Industry personnel and organization news

a blueprint-reading seminar, landscaping for a local nonprofit safe house, a Women Build week, and a Mardi Bra donation event. Carol L. Chapman, CIT will be recognized as NAWIC’s 2016 Member of the Year. Chapman is the owner of Mobile Construction Co. and a past national president of NAWIC. Since joining the Charlotte, N.C. Chapter in 1991, she has been an active member. She is currently serving as NAWIC’s South Atlantic Region Membership chair. This year she has recruited 11 new members for her chapter and earned her Red Rose Recruiter jacket. She also helped organize a Construction Career Day event for more than 600 students. The winner of NAWIC’s 2016 Lifetime Achievement Award is Pam Dullum, PE, CCA. A member of NAWIC since 1985, Dullum is currently a member of NAWIC’s Greater Phoenix, Ariz. Chapter. She has served as a Region Director, held every office on her chapter’s board and chaired eight chapter committees, two region committees and one national committee. She mentors women in the construction industry, volunteers with the American Council for Construction Education, helped revamp the NAWIC Education Foundation’s CCA program, interviews scholarship applicants for NFSF and much more. She is a Senior Forensic Civil Engineer with Gervasio & Assoc., Inc. Friestad, Chapman and Dullum will be honored at the NAWIC Awards Gala on Aug. 19 during NAWIC’s 61st Annual Meeting and Education Conference in San Antonio, Texas, Aug. 17-20, 2016. NAWIC members from across the country will gather at the Grand Hyatt San Antonio for the Conference.


The following Wholesaler readers won a 30th Anniversary limited edition chain wear gauge from FB Chain. Rick Symons - CSI Material Handling, Inc. Johnny Lessing - R&J Material Handling, Inc. Don Haas - Atlantic Forklift Services John Papie - PASCO Industrial Equipment Chris Wilson - Sunrise Forklift Inc. John Myrick - Gamron Inc. Christopher Schmidt - Handling Systems Inc.

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UniCarriers Americas hosts supplier conference to strengthen supply chain UniCarriers Americas held its fourth annual supplier conference. Attended by more than 75 suppliers, the conference highlighted results from 2015 and potential growth opportunities for the future. It also served as a networking opportunity for suppliers and UniCarriers Americas employees. The conference focused on continuing to develop a solid relationship with suppliers and allowed UniCarriers Americas to set expectations for the future, with a goal to strengthen the supply chain. Some of this year’s highlights included UCA sharing its goal of becoming a $1 billion dollar business by 2020 with the help of its dedicated suppliers. UCA also shared some of the keys for what made the previous fiscal year a success, which included its commitment to solving problems, reducing costs, improving processes and sharing savings.


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Ana Garcia, Customer Service Supervisor — West, Trelleborg Ana is going on 16 years serving the Material Handling Industry. She manages Trelleborg’s west coast distribution center and assists customers in the aftermarket with their tire replacement needs on a day to day basis. Her excellent service to OE customers has contributed to Trelleborg earning classification as a Preferred Supplier.

Reva Bily, President — West Point Rack As president, Reva is involved in every aspect of West Point Rack, including configuring and pricing quotes, purchasing steel and, as she puts it, “doing whatever it takes to get the job done.” Her primary goal is “to support our dealers, satisfy their customers, earn trust and be the vendor of choice for rack products and racking systems.”

Here are some highlights that might surprise you if you haven’t seen them before: • Women receive 60% of undergraduate degrees and 60% of graduate degrees and 44% of master’s degrees in business and management. • In 1965, just 1.2% of graduates from the class of 1965 at Harvard Business School were women. In 2017, that number will reach 41%. • 4.6% of S&P 500 companies have women CEOs. • The most women CEOs can be found in the professional, technical, and scientific services sector (15.4%) followed by the real estate and rental leasing sector (9.5%).

Jackie Marchisin, Pallet Rack Specialist — Wholesale Pallet Rack Products As a Pallet Rack Specialist for WPRP, I am excited to work with our distributors to help them provide optimal solutions to their customers. Our resources allow us to choose from different quick ship locations. Being involved in helping open our newest PA Quick Ship program and helping to support and grow our East Coast customer base has been very rewarding. This makes it easy to ensure our customers have a positive buying experience. And this in turn makes me proud to be a part of the WPRP Team!

Linda Anlauf, Pallet Rack Specialist — Wholesale Pallet Rack Products Being a part of the Material Handling industry is exciting and provides so many opportunities. I am passionate about working with our distributors, educating through our “Would You Like Fries withThat?” video series and participating in MHEDA groups such as the Pacesetters networking group and Women in Industry. The part of the industry I’m most passionate about is networking and meeting other Material Handling professionals at trade shows, conferences and social media platforms.

• Companies with boards that include at least 3 women with sustained representation on the board outperform those with no women board directors with 66% higher return on invested capital, 53% higher return on equity, and 42% higher return on sales. • The country with the most women board directors is Norway (35.5%) followed by Finland (29.9%). The country with the fewest women board directors is Japan (3.1%) followed by Portugal (7.9%). In the United States, 19.2% of board directors are women. Source: Susan Gunelius Founder and Editor-in-Chief of Women on Business

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Educating your Buyers Feature Story Adhere Creative

How educating your buyers to make more informed purchasing decisions results in more business In today’s digital landscape, prospects looking to make a purchase are inundated with choices. With the availability of options within the click of a button, buyers want to be in the know to make the best possible purchase. The same is true for the manufacturing industry. Not having a digital presence is probably the worst mistake a company can make, however, simply existing on the web doesn’t cut it either. In a crowded digital space full of options, you must set your brand apart. How? Empower your prospects by educating them. Educating your prospects means you’re creating content of value to them. Beyond selling your products, you’re helping them resolve an issue or helping them learn. In short, you become a valuable resource for them. Craft content that addresses their pain points and relevant industry topics that matter to them. Share your expertise by writing blogs, creating webinars, writing helpful whitepapers, hosting lunch and learns, sending industry newsletters, and the list goes on and on. Don’t just tell them about the benefits of your products or services, instead teach them how to gain those benefits. Sharing your expertise not only starts the conversation between you and your prospects — it builds trust, positions your brand as a leader in your industry, and differentiates you from the rest of your competitors. Best of all it empowers your prospects. Your willingness to share information that actually helps your target audience will make you an indispensable and trusted industry go-to and not just another brand selling just another product or service. Come time they are looking to solve their problems using a product or service like yours, guess who they’ll turn to? You. So, how do you become the ultimate thought leader in your industry? It takes creativity and consistency. Find out who your buyer personas really are. Often times who you think are buying from may not always be the actual people making the purchase or doing the vetting or the hiring. Once you know your buyer personas, talk about what matters to them. Utilize your website and social media channels to spread your message. Make sure every content you create and share is a valuable one for them and not just another noise in the ever-noisy web. Last but certainly not the least, be consistent. One ebook or a few blog posts here and there will not catapult you to the top. No brand has ever become a thought leader over night. Keep at it and watch your brand rise to the top. About the author Adhere Creative’s Director of Marketing, Matt Lee, steers the ship of Adhere’s eclectic and talented marketing individuals. Matt’s indispensable inbound marketing wisdom enables the team to create and execute campaigns for businesses in the industrial, software, and business services industries that are truly ahead of the curve. Not to mention, his taste for craft beers and good music definitely amps up team spirit.

*Over 21,000 readers monthly receive Material Handling Wholesaler. Over 10,000 digital subscribers receive Wholesaler in their Inbox every fourth Thursday. Looking for current or past articles? Visit Looking for a new vendor? Go to the Source Directory. Every Tuesday morning the Wholesaler Weekly is emailed to over 10,000 subscribers with the latest industry news. The industries newest buy & sell equipment website: Try it for FREE by calling us today for a two month trial!

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Move it fast… Move it safe… MOVE IT ON RHINO. Easy to Find...Tough to Beat.

Warehouse: 234-678-7863 Toll Free: 877-744-6603 Fax: 888-480-8611

Checkout our new website at and be sure to click on the Quick Quote button.

Rhino Rubber Warehouse • 275-299 N. Arlington St. • Akron, OH 44306

RR_R1_MHW8.375x10.875.indd 1

1/25/16 October 2016

8:55 AM


Column Title

**FORKLIFTS WANTED** We W i l l B u y Q u a n t i t i e s ! C a l l U s W i t h D e t a i l s - We Wa n t Yo u r S u r p l u s S t o c k

2013 TOYOTA 8FGU20

2010 TOYOTA 7FGU35

189”FSV Mast Hours: 6,0007,000

132”V Mast, Hours: 5,000, 4Way








2006 GENIE S40


40’ Lift, Hours: 700



2009 TOYOTA 8BRU18

2009 TOYOTA 30-7FBCHU25

189” FSV Mast, Hours: 7,000 8,000

270” Mast, Drive Hours: 8,000

189” FSV Mast, Hours: 10,000 Key *EE Rated*












2006 Aisle Master 44S, 4,000 lbs., LP, 203” Mast, Sideshifter

2006 Genie S40, 500 lbs., Diesel

2011 Toyota 8FGU15, 3,000 lbs., LP, 189” Mast, Sideshifter

2007 Genie Z45/25, 500 lbs., Diesel, 45’

2005 Toyota 7FG25, 5,000 lbs., Gas, 169” Mast, Sideshifter 2007 Toyota 7BRU23, 4,500 lbs., 36V, 270” Mast, Sideshifter (4 in stock)


2010 Toyota 8BRU23, 4,500 lbs., 36V, 270” Mast, Sideshifter (4 in stock)

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

1.866.506.2200 • 15217 Grand River Rd • Fort Worth, TX, 76155 • P: 817.359.1100 • F: 817.359.1110 50

October 2016

Printed in the U.S.A. ©2016, The Ousset Agency, Inc. wo#5088

Available Used Equipment – More in Stock, Call Omar For Listing


Capacity: 3,000 lbs. - 180,000 lbs.

Combi SC - Straddle Carrier Range

Customized for long & awkward loads

Combi Walkie Reach Truck Range

Stack Containers

• 77,000 lbs. – 180,000 lbs. Capacity • Handles container sizes of 20’, 30’, 40’, 45’ • Narrow aisles for maximum Storage • Offers excellent 360˚ visibility from driver position • Can travel in / out of warehouses • Eliminates waiting trailers • Safer stuffing/destuffing at ground level • 2-Wheel Hydrostatic Drive with 2-Wheel Steer • Front and Rear independent sideshift

• Works in an aisle-width of 84" pallet to pallet • A 4-Way option available Low ground pressure when fully loaded

• Patented Multi Position Tiller

Reducing Costs ... Increasing Space • Dramatically Reduces working aisle widths • Increases Storage by up to 50% • Works both inside & out • Does the work of both reach & counterbalance forklifts • Electric & LPG Powered Models • Lift capacities of up to 4,400 lbs. • Lift Height up to 49 ft. Combilift USA, 303 Concord Street, Greensboro, North Carolina 27406 : Tel: 1-877-COMBI-56 |

October 2016


West Point Rack “We don’t just promise…we deliver!” • Quotes in 2 hours on most requests • Delivery in 2-3 weeks on most orders

For Excellent Service Contact

Reva Bily

Cantilever Racks • Structural Pallet Racks Portable Stacking Racks Specialty Transport & Storage Products West Point Rack is one of the fastest growing companies in the industry. Our customers recognize quality products, dependability of service and competitive pricing.

• Quality • Dependability • Satisfaction

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.



Portable Stacking

October 2016

Structural Pallet

13591 Chandler St. • Omaha, NE 68138 866-245-3630 • Fax 866-245-3631

QUALITY& VALUE For Over 50 Years

Power Steering Units Cylinders Pumps Valves

New & Remanufactured Exchange Precision Remanufactured Hydraulic Parts



October 2016


New Products

See more new products online at

New ergonomic casters put safety first Hamilton Caster is proud to announce the new patented Ergo-X2 caster series designed to reduce the force needed to push or pull carts. The new patented swivel caster design features two precision machined offsetting ball races in a compact assembly to minimize one of the final unresolved issues with swivel casters: lock up. Lock up in this context occurs when the cart is brought to rest and at least two casters rotate to positions in which two or more wheels become substantially misaligned. A typical swivel assembly in a caster has only one pivot point. The Ergo-X2 caster essentially provides a second pivot point that reduces the startup force to get the cart moving when lock up is present.

Safe-T-Signal helps make blind intersections & corners safer Blind corners inside facilities just got safer with the introduction of the Safe-T-Signal intersection warning system by Rite-Hite. The ceilingmounted system alerts workers when traffic is approaching from other directions using LED lights in the shape of red stop signs (octagon) and amber yield (triangle) signs. “Intersections with blind corners can be dangerous, especially in areas where workers and materials handling equipment are present,” said Andy Olson, Rite-Hite marketing manager. “The Safe-T-Signal helps make those areas safer by providing a clear signal in all directions so workers know if the intersection is safe to enter or if they should yield or stop to wait for other traffic to proceed.”

Akro-Mils introduces drum dollies Akro-Mils, a North American provider of storage, organization and transport products, introduces two circular Drum Dollies designed to easily and safely move 55-gallon drums or 5-gallon pails. The model R9055W 55-gallon Drum Dolly has a weight capacity of 1,000 lbs. The model R9005W 5-gallon Pail Dolly has a weight capacity of 700 lbs. The 2-1/2” lip holds product securely. Four swivel polyolefin casters make the dollies easy to move, even with the heaviest drums. The dolly’s steel frame features a durable, powder-coated finish. An optional, spring-loaded detachable handle also is available, and it works with either model as well as on almost all barrel dollies with rings from 2” to 3” high.


October 2016

UniCarriers Americas announces diesel enginepowered forklifts UniCarriers Americas Corporation (UCA) introduced its new FK series diesel engine-powered forklifts with capacity options between 4,000 and 7,000 pounds, powered by the new EPA Tier 4, CARB-certified ZD30 diesel industrial engine. This new Advanced Turbo Diesel engine utilizes electronically controlled fuel injection, cooled exhaust gas recirculation and a diesel oxidation catalyst to provide emission levels below EPA Tier 4 requirements with near elimination of particulate matter. No regeneration or “burn off” time is required, resulting in more uptime and increased productivity. The FK eries offers full-suspension seats with lumbar support adjustments and non-cinching seatbelts for operator comfort and support. The series’ Operator Presence System automatically locks lift and tilt operations when the operator leaves the seat.

Douglas Battery™ announces high-frequency modular chargers Douglas Battery™, provider of batteries and chargers for material handling applications, recently introduced its new line of LegaC2™ high-frequency modular chargers. The new line of chargers feature some of the industry’s most compact, efficient and versatile designs, available as a free-standing or wall-mounted design. The new LegaC2™ modular chargers are suitable for a wide range of battery capacities and are designed to maintain peak efficiency at all times. Due to the modular construction, charger modules can be switched on and off automatically. If a single module develops a minor fault, the charger will bypass it and continue operation at reduced power, resulting in a continued charging process and uninterrupted fleet operations.

Brady expands GHS label creation capabilities Brady, provider of product and facility identification solutions, announced its inclusion of three additional label printers in its partnership with VelocityEHS and its industry-leading MSDSonline chemical management solution. Brady and VelocityEHS joined forces to provide EHS professionals with an easier GHS labeling solution. Adding Brady’s BBP®30, BBP®35 and BBP®37 printers to the combined offering expands GHS label creation capabilities for customers to better align with the Globally Harmonized System (GHS).

SIMPLIFY YOUR LIFE SUCCESS IS EASIER WHEN YOU HAVE A SUPPLIER THAT • Understands your business and your customers. • Helps keep your customers satisfied…and loyal. • Has the products you need to grow your customer base. • Will help increase your bottom line profit. That supplier is Thombert, your SINGLE SOURCE SOLUTION for less frustration and more profit. Give us a call, kick back, and rest easy. It’s that simple!

316 E 7th Street N Newton, IA, 50208


October 2016


New Products

See more new products online at

Nickel plated hoists suitable for hygienically critical areas

LEDtronics introduces a new line of DLC-listed LED canopy lights

Selected models from the J D Neuhaus range of air operated hoists and trolleys are now available for clean room operations and other specialist applications that also require hygienic working conditions. With a plating thickness of 25 µm, the hoists ensure resistance to environmental humidity as well as providing a good general corrosion resistance. The typical component parts of the hoist units that are subject to the nickel plating process include the lift/lower motor together with gearbox and the main centerpiece body. Where the hoist is trolley mounted for overhead rail operation, the trolley body and both driving and traverse motors are also nickel-plated.

LEDtronics CNP series of LED Canopy Lights have an extremely low profile, boasting a total height of only 2.75 inches. This sleek, slim design makes them perfect for any canopy application, such as gas stations, manufacturing, factory floors, warehouses, loading docks, parking & recreation areas, tunnels, canopies, entrances, walkways, underpasses, and many more. The fixtures only consume 60 to 130 watts, replacing HID lights of 200 up to 400 watts — an energy savings of up to 75%! The lumen output of this LED Canopy series ranges from 5,000 lm all the way up to 13,661 lm! They come in a clear or frosted flat lens in a beautiful pure white (5000K) color temperature. www.ledtronics.

HighJump releases latest version of 3PL software HighJump, a global provider of supply chain network solutions, announced the release of AccellosOne Enterprise 3PL version 4.2. This latest release of HighJump’s 3PL software follows a proven path of product vision and development – integrating innovative technology, providing advanced features and introducing new products. The 4.2 release includes 76 new advanced capabilities and feature enhancements covering all facets of the current product, from delivering customer empowerment to improving employee productivity and increasing profitability.

OnSSI and Bosch expand partnership Continuing to demonstrate the highest value and performance to customers with open-platform systems, OnSSI is expanding its technology partnership with Bosch Security Systems, Inc. to enable integration between Ocularis 5 Video Management System (VMS) and the new FLEXIDOME IP panoramic cameras. FLEXIDOME IP panoramic cameras provide a complete 180- or 360-degree overview of an area in a single view. Ocularis performs dewarping on the streams to eliminate video distortion caused by the cameras’ fisheye lenses to produce highly detailed images.

More New Products available on 56

October 2016


Martins Industries launches its new OTR tire inflation cage Martins Industries announces the latest addition to its line of tire inflation safety cages, the OTR tire inflation cage 96” OD. It has been designed, tested and manufactured to exceed OSHA standards (29 CFR 1910.177) for inflation to 130 PSI. “The MIC-OTR-96 is designed to safely retain an explosion of agricultural, Off-the-road and all other types of tires of up to 96” OD. This heavy-duty, high quality inflation safety cage is fabricated with added reinforcements on each side and at the base of the cage which makes it the safest OTR bar cage on the market.” explains Martin Dépelteau, VP Sales and Development.

New pouch and case conveyor for bulk filling Multi-Conveyor recently built a series of stainless steel constructed conveyors for a pouch and case filling line for a food ingredient manufacturer. The system was designed to convey a variety of product sizes to multiple packing stations using both plastic belt and table-style top configurations. Product inclines to a sensing hopper for bulk filling into cases. The variable speed controlled conveyor counts each pouch and automatically drops them into a case at a designated loading station. Once the count is reached, the conveyor accumulates pouches into the case for indexing.



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

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

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


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

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

▶ CONTAINER STORAGE ▶ Container Options


Sentinel has the right convex mirror for you.

Campus Crafts

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

Portable Storage Racks All-Steel Stack Racks Pallet Stacking Frames

800-939-DYNA (3962)

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


Corrugated Steel Rack Deck Punch Deck ® • Solid Deck Economical • Strong • Easy Install • Fast Delivery Painted • Galvanized • Stainless Steel




▶ Forks 119 Sizes

Specials Available Chicago & CA Stock


ATLAS INTERNATIONAL LIFT TRUCKS 1815 Landmeier Rd. • Elk Grove, IL 60007 (847) 678-3450 • Web:

▶ AUTOMATIC IDENTIFICATION EQUIPMENT Barcoding solutions for warehouses, distribution centers and manufacturing. Improve productivity, increase accuracy, reduce costs, and improve service. Helping Customers Operate Better



▶ DOCK EQUIPMENT Over 35 years experience in manufacturing & distributing quality loading dock equipment. PH: 800.251.3382 Fax: 931.486.0316


October 2016



Flight Systems Industrial Products Remanufactured Controls


• Partnered With Many Leading OEMs • ISO Certified For Quality Management • Serving The Industry For Over 40 Years • 1-800-333-1194

▶ PARTS ▶ 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.


▶ Manufacturer/Suppliers (Rebuilt)


Reman Engines/Gas, LP & CNG

Engines, Cylinder Heads, Parts


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


▶ Steer Assembly (Reman)

1-816-796-7676 800-896-7676 •


Steer Axles

Fo r kl i f t En g i n ePa r t s .c o m Highest Quality Engine Kits, Cylinder Heads and Parts from the Industrial Engine Specialists since 1971 K21 Nissan

H20-II Nissan

F2 Mazda

4G63 Mitsu

K25 Nissan

H20 Nissan

FE Mazda

4G64 Mitsu

and Many other parts & kits available



▶ Tires/Wheels





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

Website: • E-mail:

▶P  ALLET JACKS ▶ Pallet Trucks EZ-Lift Quality Scales and Scissorlifts too Chicago & CA Stock

ATLAS INTERNATIONAL LIFT TRUCKS 1815 Landmeier Rd. • Elk Grove, IL 60007 (847) 678-3450 • Web:


All Makes and Models Chicago and California Stock

ATLAS INTERNATIONAL LIFT TRUCKS 1815 Landmeier Rd. • Elk Grove, IL 60007 (847) 678-3450 • Web:


October 2016



Cantilever Racks • Structural Pallet Racks Portable Stacking Racks • Specialty Transport & Storage Products

• •


▶ New

Portable Storage Racks All-Steel Stack Racks Pallet Stacking Frames

800-939-DYNA (3962)

▶ TIRES / WHEELS • • •

Portable Storage Racks All-Steel Stack Racks Pallet Stacking Frames

800-939-DYNA (3962)





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

Website: • E-mail: Lift Up Your Business

▶ REPAIR SERVICES ▶ Motors (Electric)

✸Industrial Pneumatics-Radial & Cross-Ply ✸Super Elastic Resilient ✸Press-On Bands ✸Multi-Purpose Tires (MPT) the solution to all your Electric Lift Truck Motor needs. New • Rebuilt • Exchange • Motors • Armatures • Parts 8 Locations Coast to Coast 800-435-9346


Industrial Tire


▶ Transmissions

Fax: 508.991.7330 • • Reman Transmissions, Drive Units, Differentials & Torque Converters



Sentinel has the right convex mirror for you.

Campus Crafts

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


Advertise in our Source Directory! Call Alva or Dean at 877.638.6190 Next Ad Deadline is Friday, September 30th

October 2016


GET YOUR WHOLESALER Manufactures of Electrical Contacts, Contact Kits & Contactors

July 2016 August

tions Specialty Publica ee-Owned An Employ

Inc. International,


s the website that’

WAYent TTER equ A BEand ipm sell to buy

better? Why is it system management ry Real time invento

d in print, online will be promote ability to reach you the etters giving sellers and e-newsl l buyers and more potentia your own tools such as generation texting and Proven lead number, SMS dedicated toll-free leads instant email

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Subscribe to receive your monthly issue up to one week faster by getting it G sent First Class! EXPANDIN the TVHU



ry added indust Explore newly your and enhance related topics nience from the conve knowledge or dealership. of your home 255-4109 • toll free (800)

Go to, call 877.638.6190 or scan this code United Contact /Tipcon 589 Middlefield Road. Unit # 31 Scarborough, Ontario. Canada M1V 4Y6

Tel: 416-297-1770 Toll Free: 877-801-9115 Email:

Advertiser’s Index 3D STORAGE SYSTEMS LIMITED. . . . . . . . . . . . . 15

GRINDSTAFF ENGINES, INC.. . . . . . . . . . . . . . . . 22

RESONANT DEALER SERVICES . . . . . . . . . . . . . . 30

ADRIAN’S SAFETY SOLUTIONS . . . . . . . . . . . . . . . 4

H&K EQUIPMENT COMPANY . . . . . . . . . . . . . . . 20

RHINO RUBBER, LLC. . . . . . . . . . . . . . . . . . . . . . 49


HADER INDUSTRIES INC. . . . . . . . . . . . . . . . . . . 53

RICO EQUIPMENT. . . . . . . . . . . . . . . . . . . . . . . . 21


HAMILTON CASTER AND MFG.. . . . . . . . . . . . . . . 9

SAFETY SYSTEMS & CONTROLS INC.. . . . . . . . . . . 8

ARCON EQUIPMENT, INC. . . . . . . . . . . . . . . . . . 44

HESS AUCTIONEERS. . . . . . . . . . . . . . . . . . . . . . 18

SHOPPA’S MATERIAL HANDLING . . . . . . . . . . . . 50

BAY EQUIPMENT CO.. . . . . . . . . . . . . . . . . . . . . 18


CHARNOR INC.. . . . . . . . . . . . . . . . . . . . . . . . . . 46

INTERTHOR, INC. . . . . . . . . . . . . . . . . . . . . . . . . 30

COMBILIFT LTD. . . . . . . . . . . . . . . . . . . . . . . . . . 51

IRON BULL MANUFACTURING, LLC . . . . . . . . . . . 1

CONNELL FINANCE CO. INC. . . . . . . . . . . . . . . . 42

JH THOMAS INDUSTRIES LTD. . . . . . . . . . . . . . . 32


JOSEPH INDUSTRIES, INC.. . . . . . . . . . . . . . . . . . 34

DESIGN STORAGE AND HANDLING. . . . . . . . . . . . 2


DYNA RACK. . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

MH EQUIPMENT COMPANY. . . . . . . . . . . . . . . . 34

ENGINE POWER SOURCE . . . . . . . . . . . . . . . . . . 13

MHCONX.COM. . . . . . . . . . . . . . . . . . . . . . . 30, 31

EOSLIFT USA CORPORATION . . . . . . . . . . . . . . . 26

MILLENNIUM INDUSTRIAL TIRE. . . . . . . . . . . . . . 63

TVH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1, 14, 64


MOR-VALUE PARTS COMPANY. . . . . . . . . . . . . . 12

UNITED CONTACT . . . . . . . . . . . . . . . . . . . . . . . 60

(FSIP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3,16

MOTOR TECH, INC.. . . . . . . . . . . . . . . . . . . . . . . . 5

VALUE RAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

FORK-CO USA SALES, LLC. . . . . . . . . . . . . . . . . . 27


WEST POINT RACK, INC.. . . . . . . . . . . . . . . . . . . 52

GATEWAY RACK CORP. . . . . . . . . . . . . . . . . . . . 36

PRODUCTS FOR INDUSTRY. . . . . . . . . . . . . . . . . 19

WY’EAST PRODUCTS . . . . . . . . . . . . . . . . . . . . . 38

SPRINKGUARD, LLC . . . . . . . . . . . . . . . . . . . . . . 20 STEEL KING INDUSTRIES, INC. . . . . . . . . . . . . . . . 8 STELLANA U.S.. . . . . . . . . . . . . . . . . . . . . . . . . . 61 SUPERIOR ENGINEERING . . . . . . . . . . . . . . . . . . 10 SUPERIOR TIRE & RUBBER CORP.. . . . . . . . . . . . 40 THE FORKLIFT PRO. . . . . . . . . . . . . . . . . . . . . . . 29 THOMBERT, INC. . . . . . . . . . . . . . . . . . . . . . . . . 55

More advertisers & resources at 60

October 2016




Cold Storage Blast Freezers Damp Floors

Better Starting Better Stopping Better Safety

Reduce Cracking and Brittleness in Freezers and Cold Storage

Call US

To Learn More About TM

“70A Durometer”


999 Wells Street | Lake Geneva, WI 53147 | Ph:888.734.7687 |


PARTNER with AIT. Give Your Customers More Than They Expect. Give Them AIT’s Quality and Your Service.


American Industrial Transmission Inc. 20395 Hannan Pkwy. Walton Hills, OH


Fx 440-232-8142







Keep your fleet on the floor and out of the maintenance shop. Finally there is a wheel engineered for the demands of today’s 24/7 warehouses. Falconium utilizes a revolutionary break through in polymer chemistry to give you wheels that carry up to 40% heavier loads and can withstand the internal heat buildup that causes ®

yesterday’s wheels to fail. €

polyurethane wheels Falconium boosts productivity by reducing downtime and costly ®

wheel change outs. Contact your Millennium dealer to setup a test drive and find out why warehouse managers across the country are making the switch to Falconium . ®



Toll Free 800 421-1180

TVH is the worldwide leading supplier of quality replacement parts and accessories for the material handling and industrial equipment industry. With our 10 distribution centers across North and South America, we are able to reach 90% of the industrial equipment population in 1 day ground service with over 7.5 million parts.

Profile for Material Handling Wholesaler

October 2016 Material Handling Wholesaler  

October 2016 Material Handling Wholesaler