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44 FEDA News & Views is in an era of signifi cant change. Every fi rm must be looking for ways to take advantage of new strategic initiatives, new technology and new ways of servicing customers. However, if fi rms ignore the profi t opportunities in the existing business, they are severely limiting their ability to take part in the new distribution future. The existing business is a massive profi t improvement opportunity that must be optimized. It is time to once again emphasize better blocking and tackling. About the Author Dr. Albert D. Bates is Director of Research for the Profi t Planning Group. His recent book, Breaking Down the Profi t Barriers in Distribution, is the basis for this report and is available in trade-paper format from Amazon and Barnes & Noble. ©2016 Profi t Planning Group and the Distribution Performance Project. FEDA has unlimited duplication rights for this manuscript. Further, members may duplicate this report for their internal use in any way desired. Duplication by any other organization in any manner is strictly prohibited. good-looking cloned options that look very similar to quality products at a much lower price. Anticipate this behavior and be able to explain the benefi ts that high-quality products offer. Encourage customers to browse the Internet for reviews and ratings. Manufacturers with superior products have a responsibility to communicate this to consumers. Warranties are also a telling story. When South Bend introduced their "no quibbles" warranty, consumers paid attention. When Vollrath introduced their Jacob's Pride line, the products were adver- tised as guaranteed for life. How can you say no to that? And with pricing at just a third more than the competition, it was a premium customers were willing to pay. With high-end brands, make sure customers understand the differences among products, including available inventory with measurable delivery time frames; performance consis- tency measurable over decades; and innovation in design and performance. How many NRA KI Kitchen Innovation awards has that vendor received? Selecting the right piece of equipment can be a daunt- ing task and requires a thorough look under the hood—partic- ularly with the infl ux of clones. Equipment longevity is often the ultimate defi ning factor, but as we all know, the life-cycle cost of any piece of equipment makes up the real cost. How long does the piece last vis-à-vis the frequency of downtime and cost of repair? With the right comparison tools and prod- uct knowledge, a good DSR should be able to fi ll the void and guide the customer through the process. Foster Frable continued Money Matters continued Foster Frable continued