Issue link: https://www.e-digitaleditions.com/i/825042
May/June 2017 3 www.feda.com C O V E R S T O R Y May/June 2017 F E A T U R E S 4 President's Message "What Actions Have You Taken?" 6 Industry Insights "You Can't Prevent Capacity Constraints But You Can Mini- mize the Cost" 8 Association Highlights "FEDA Announces New Deputy Executive Vice President" 14 Touring The NAFEM Show Floor Why columnist Foster Frable is so high on this year's event, plus his list of favorite products 18 Reducing Costs Without Losing the Sale Indian River Consulting Group's Mike Emerson shares a proven three-step process to align your customers with the right resources, and improve your profi tability 24 A Case Study in Finding the Right Location By Bob Footlik 30 Developing a Backup Strategy for Your SMB The latest on storage options and an ode to an old reliable 33 Quotables: The Power of Effective Branding 26 Help for the Front Line Are you really customer-focused? Four questions to help your sales team evalu- ate how they measure up. D E P A R T M E N T S 10 Life as a KEC The truth of the matter is that general contractors have the upper hand in the world of contract and design, and there's little foodservice equipment dealers can do to change the landscape. But here's what they can do, says veterans like Brad Lancaster: be- come experts in managing the risk. News & Views spoke with three KECs that have become pretty good at it. Read on for the lessons they've learned. Hug Your Haters "If it feels like there are more complaints than ever, and that you're spending more time and money dealing with negativity and backlash, you're right. But the rise of customer complaints is actually an enormous opportunity." –Digital Marketing Expert Jay Baer