Issue link: https://www.e-digitaleditions.com/i/264715
6 FEDA News & Views Industry Insights Thanks for Bringing Us to the Party! Penny Hutner, President and CEO Advance Tabco Inc., "FEDA Exceptional Manufacturer" phutner@advancetabco.com A s a bit of a control freak, I watch, well more like stalk, the incoming communication that is received via our website. A large amount of it is from the operator community, not necessarily looking to purchase but to get infor- mation. Inquiries range from where to purchase a replacement set screw to the impending design and purchase of fabri- cation for a hotel or university kitchen. We are consciously focused on pro- moting the loyalty and increasing the demand for our products via the distri- bution community, our long-term part- ners. The temptation to sell direct, which in today's Internet age is at arm's length, has never been of interest to Advance Tabco. You, the distributor, are the ones promoting us, bringing us to the party, and adding our items with your other batch of services. We gladly pass that part of the process on to you. Collecting sales tax, coordinating instal- lations, staging in a warehouse, reciting warranties, routing trucks, contacting service agencies and training are not our core competencies. We recognize you and your team are closer to the end user and can more quickly respond to their needs. Our role is making you look good. We are proud to call ourselves manu- facturers of stainless steel and aluminum fabrication, the largest component part of the foodservice equipment package. Our mission is to offer a multitude of fabricated products from a standard table to the complete fabrication in any commercial kitchen facility. We focus on relationships with distributors that will show our product offerings in the best manner and continually challenge us to evolve so we may grow together. Your world has changed the most over the past several years. Your customer has become a lot smarter, a lot closer to us and to the multitude of competitors they perceive can offer the same servic- es you do. There are many old and new forms that the distributor has taken dur- ing my 30 years in this industry. Some offer comprehensive services, others a specialized niche, and a few models, once thought to threaten the traditional distributor, have dwindled—only to be replaced by other forms of distribution. We commend you in redefining who you are to the marketplace. I've read those mission statements, seen your websites, can recite your taglines and heard the hold-music messages. I've even seen the billboards and heard about ads in the urinals. All are unique ways to target and reach your evolving customer base. The stainless fabrication industry has changed over the years as well. Custom fabrication is not what it was 30 years ago. We, as a manufacturer, ask you to educate us on the needs of your custom- er. Let us join you on a sales call. Don't be offended or threatened if we want to get to know the chain buyer or school dietician. We will only be singing your praises when it comes to the purchase. Keep us aware of the challenges you face where our manufacturing expertise can fill a need. Let us be your main line of fabrication or a really close second. Give us the opportunity to show you and your team the full extent of our capabilities and take the steps to include it in a spec, display it on your website and suggest our products to the clients and chains you work with. Mention our company and breadth of line at a sales meeting with your learned staff and let them know how important of a partner we are to you and your organization. And once in a while, let us share with you our own select frustrations as a man- ufacturer in this new global economy.