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C O V ER S TO R Y July/August 201 2 F E A T U R E S 18 Working Toward Profitability A look back at the 2012 FEDA Convention The X's and O's and free lunch. Creating fun at work is serious business and involves tons of intent and a blueprint, says former Zappos coach Dr. David Vik, hired by CEOTony Hsieh to help the online retailer manage its culture.What goes into building a culture worth a billion? Dr.Vik reflects on his time at Zappos and the art of culture creation. Update Your Sales Approach Buyers today are more knowl- edgeable when it comes to accessing information, and require a different, more sophisti- cated approach. Victor Antonio, author, trainer and salesman extraordinaire, calls it going from old-school selling to new-school selling. The traditional approach is to focus on the features and benefits of what you are selling. Today, you are more likely to suc- ceed by focusing on the advan- tages you offer over your com- petitor. Source: Bruna Martinuzzi, Author of Presenting With Credibility www.feda.com July/August 201 2 3 10There's a lot more to Zappos' cul- ture than mullet wigs, conga lines 22 What's Trending? Foster Frable's product picks from the NRA show floor,plus five trends that could impact sales 26 Creating an E&S App What it takes to get it done from Restaurant Equipment World's Brad Pierce 33 Quotables: Taking Risks D E P A R T M E N T S 4 President's Message "A Slippery Slope" 6 Industry Insights Convention Chair Mason Greene on"What ifThereWere No Dealers?" 8 Association Highlights "FEDA President BradWasserstrom Lays Out Key Goals"