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36 FEDA News & Views every generation to maximize your team effort? How will you hire, structure and compensate a winning sales team? Learn ways to address these important issues and much more at the FEDA Convention, April 5-9, at the beautiful J.W. Marriott San Antonio Hill Country Resort & Spa. See the con- vention insert in this issue to learn more about the speakers and enhanced networking opportunities, including Sweet Tooth Ice Cream Socials and Ping Pong at the opening ban- quet. Missing the next FEDA Convention is a missed opportu- nity to network with the best and learn from the best. Don't be left out. These are exciting times! FEDA Sales Training at The NAFEM Show FEDA will provide a convenient Box Lunch Seminar at The NAFEM Show (for its members) Friday, February 10, from 12:00 p.m. to 1:30 p.m. Lunch will open at 11:45 a.m. You have to eat lunch anyway, so why not enjoy some unique and profi table sales training tips from Sales Intelligence/ Reputation Management expert Sam Richter on the topic of "Know More! Relationships." Bring your entire team! For more registration information, call the FEDA offi ce (800-677-9605) today. Seating is limited. Many thanks to our terrifi c Sponsors Hatco & OVENTION! its business to your competitor if you refuse to "sell a product net of all discounts and rebates." We understand it can be a challenge to suggest that your approach to market includes manufacturers, dealers and customers. How about this: Why not start by simply responding, "Yes, we can do that but we will need to discuss this with our channel partners before committing to you…." Then, work to engage the end user in a dialogue with your dealer partner to ensure the end user fully understands the services provided by the channel. If the customer does not place enough value on these services, then let's work to curtail cost in the channel by adjusting services. Manufacturers should not reduce the cost to the end user without considering all of the services the KEC provides, which will ensure that the KEC can still make a reasonable profi t margin. Not so easy…right! President's Message continued Association Highlights continued President's Message continued Association Highlights continued