Issue link: https://www.e-digitaleditions.com/i/92325
bilities could be if every FEDA dealer put 25 percent of their sales staff through one of the above programs each year for the next four years. As I said earlier in this article, reinvesting in our people and businesses through training is one of the most important responsibilities we have as leaders. For the sake of our industry, I hope you feel the same way. u What's in a name? continued return on those purchases. Here's another title that could use some tweaking. Although many distribu- tors use the term inside sales rep to describe the folks that handle orders over the phone, I am always impressed when someone chooses to use the title customer service representative. We may wish that they would do a little selling, such as adding on a complementary item; but more often than not, these folks are charged with giving the customer the most positive buying experience possible. Many folks feel that their out- side sales representatives maintain the relationship. I ask you this, who has more customer contacts in a day? A good outside rep may be able to hit 20 cus- tomers in a day but our inside folks can handle 50 to 60 customer interactions in a day. It continues to baffle me why our industry insists on giving outside sales reps the top peg on the pay scale. That is for a later debate. The manner in which a customer is treated over the phone will dictate whether they choose to continue placing orders with us. A customer service representative is an expediter. They call upon their knowl- edge of company resources to satisfy the needs of the customer. Inside sales rep limits the view of their responsibilities. Our job is to open their eyes to the big picture. Leadership is the ability to inspire people toward a common goal. As wholesale distributors, we are constant- ly fighting an uphill battle for net prof- it. As our margins squeeze, we must scramble for new ways to keep our eyes on the prize. We can't do it alone. Everyone in the company has the abili- ty to contribute to the bottom line. I November/December 201 2 67 encourage you to look for ways that sim- ple verbiage can motivate the people that work with us and for us to look beyond their current capacity. What's in a name? The ability to change our per- ception. u About the Author Jason Bader is the managing partner of The Distribution Team. His firm spe- cializes in helping wholesale distribu- tors manage operational and inventory challenges. He is a regular speaker at several distributor conferences and industry events. Jason can be reached via email at Jason@distributionteam.com. To learn more about their services, or to read past articles, visit his website at www.thedistributionteam.com. Association Highlights continued OnLine Education Center to help you and your team locate quality education that is convenient for today's busy food- service equipment professional. In the "Member's Only" section of feda.com, you'll find: • Thirty-two product education tuto- rials that will help new people get up to speed on many important categories of equipment or provide a quick refresher for the more experienced. This program includes a mini-exam and offers a cer- tificate of completion. • Download one of 30 MP3 recordings on business topics, such as sales train- ing, reputation management, customer service, accounts receivables, negotiat- ing, installation and management. • AT the FEDA University, there are four in-depth programs on Profitability, Negotiating Skills and Customer Service, and Dr. Bates' profit-enhancing program "Getting Out of Last Place. " At the FEDA website, you'll also find useful industry information to help expand your industry knowledge and set yourself apart from your competi- tion. Have questions? Call the FEDA office at 800-677-9605. u