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Distributor's Link Magazine Spring 2019 / Vol 42 No2

78 THE DISTRIBUTOR’S

78 THE DISTRIBUTOR’S LINK John R. Graham John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at by email at jgraham@grahamcomm.com, call 617-774-9759 or visit him online at www.johnrgraham.com. HOW TO MESS UP A COMPANY’S SALES When Salespeople Can’t Do Their Job Thousands of salespeople work in conditions that are stacked against their success. Even though it’s 2019, the belief persists that “nothing happens until someone sells something.” Repeated so often, no one challenges them. Yet, those six words help explain why salespeople are given “special treatment” by management and barely “tolerated” by others. Salespeople are frequently viewed both as separate and more than equal. When co-workers complain about the sales department, someone says, “Hey, they bring us the business, so suck it up and smile.” This dismal view has long passed its expiration date. Even so, it’s disturbing since so much depends on the successful performance of the salesforce. Closely related is another problem and that’s marketing. Unfortunately, it’s still viewed as the handmaiden of sales in many companies, even though it long ago ran out of gas. In this view, marketing does what it’s told to do. When this happens, marketing is rudderless, all tactics and no strategy. Marketing departments become a “do this” dumping grounds, throwing one-thing-after-another against the wall hoping something sticks. Unfortunately, marketing’s unique mission is CONTRIBUTOR ARTICLE often misunderstood or disregarded. Its critical task of creating customers, those who want to do business with a brand, gets ignored. Or, as Seth Godin, the author of This is Marketing, says, “Marketers don’t use consumers to solve their company’s problems; they use marketing to solve other people’s problems.” Unfortunately, marketers don’t have a chance to do it. If marketing is unable to do its job, salespeople can’t do their job of closing sales. To put it another way, when marketing comes down with the flu, the sales force calls in sick. Letting Marketing And Sales Do Their Work Here are three principles that can help anyone in marketing and sales do a better job and be more successful: [1] Get over the idea that “nothing happens until somebody sells something.” Forty years ago, those in sales had a point. Salespeople were the link between companies and their customers. Looking back, it’s no exaggeration to say customers were their captives. They depended on a salesperson for product or services information, troubleshooting, and support. CONTINUED ON PAGE 138

THE DISTRIBUTOR’S LINK 79 Field, a global innovator of supply chain and engineering based cost savings solutions providing fasteners and other direct materials to the OEM market, announced today that they’ve opened a distribution center in Florence, South Carolina, to more effectively support the southeast geography and growing customer base there. Field has taken over and is currently in the process of renovating the old ‘Morning News’ building on Otis Way. The new location will expand Field’s service offerings by having in-house kitting and assembly, which will allow for more flexibility, shorter lead times, and provide for a more cost effective solution for their customers. “The entire Field Team is excited about expanding in Florence, SC! This represent significant growth in all areas of the company, we have already hired 11 local Team Members and also utilize 20 temporary workers, we expect the work force to increase over time in Florence” states Field President and CEO, Jim Derry. “Our Team has done a tremendous job getting our initial customer “on-line” in a very compressed time frame. We have made a substantial investment in automated equipment for producing kits and sub-assemblies. The market for Field’s value proposition is extremely large in the South Eastern portion of the USA and the Florence facility will better position Field to support our current and future customers in that geography.” Field has enhanced their position in the marketplace by expanding the geographical footprint in which they service their customers. Field will gain a stronger presence in the southeastern part of the United States, positioning them to continue meeting the growing needs of their expanding customer base. Field has averaged 19% growth rate since 1990 and plans to sustain high growth and reach 0 Million in revenue by 2020, which they are on plan to do. Field is an innovative, full service, technically oriented, global provider of inventory management and complete supply chain solutions for fasteners and other Class “C” items. They are the best in the industry at providing ongoing cost reduction through both engineering support services and inventory management systems. The Illinois based company was acquired by Derry Enterprises, Inc. in 1990. Over the past 28 years, Field has averaged 19% annual growth each year and has been on INC 5000 list for fastest growing privately held companies for seven consecutive years. For more information, contact Field at 9883 North Alpine Road, Machesney Park, IL 61132. Tel: 815- 637-9002, Fax: 815-637-7575 or visit them online at www.fieldfastener.com.

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