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C O V ER S TO R Y November/December 201 2 F E A T U R E S 18 Can You Increase Your Competitive Advantage by Relieving Your Customers' Pain? Sure you can, says sales trainer Jim Pancero, if you can answer four very important questions. 20 Topics, Speakers & Dates, Oh My! More details unveiled for the 2013 FEDA Annual Convention. 10 In Persuit of the Pain Breaking into the already hypercompet- itivemultiunitmarketwouldn't be easy, but RapidsWholesale Co-owner Joe Schmitt knewhe had a chance if he focused on solving his customer's pain. Taking on the burden,however,would mean venturing into risky territory--- managing repair andmaintenance con- tracts.The story behind his leap and the newmodel created to assist chain accountswith their preventativemain- tenance needs. Identifying the Pain Points "One of the best ways to break out of the price-centric mold is by simply looking at what's keeping your customers up at night," says Curtis Alexander, the author of How to Boost Profits in a Down Economy. Figure out what their pain points are, come up with solutions, and then attach a pric- ing structure to those value-added services. "Even in a recessionary climate, price isn't paramount on your customers' minds," says Alexander, "value is." Source tED magazine www.feda.com 24 What's in a Name? Distribution expert Jason Bader explains how rethinking the titles of your key players can provide a big boost ofmotivation and improve productivity. 30 FEDA's Guide to the NAFEM Show 42 Errors & Omissions in HR Management By Nancye Combs 48 The Sense of Fairness Syndrome What it means and how it could be hurting your salespeople when it comes to price. 50 Freight Quick Bits Using technology to curb unexpected accessorials charges. 54 Handling Holiday Stress By Larry Johnson 60 Check's in the Mail Mission Restaurant Supply on running a successful leasing business. 64 Profit Pitfalls By Jonathan Byrnes D E P A R T M E N T S 4 President's Message "Reinvesting in Our Future" 6 Industry Insights Guy Blissett, Author of Facing the Forces of Change "Food forThought in Uncertain EconomicTimes" 26 Money Matters "Surviving the Recovery" 8 Association Highlights "Expect GreatThings" 36 Foster Frable "IncreaseYou Value andYour Sales with Storage Solutions & Auxiliary Equipment " November/December 201 2 3