Added Value Is The Key

By Jack Phelan

Great ideas can be disarmingly simple. An observation by the noted advertising consultant Harry Beckwith is one of them. “When companies discuss their problems,” he says, “they talk about themselves. It’s not ego at work. It’s just that people talk about what they know, and what people know best is their company.”

Then Beckwith lets go with a zinger. “But what people really need to know—what you really need to know—are your customers and prospects.”

That’s a message that puts the focus in the right place. When speaking with salespeople, listen carefully to their first words. More times than not, you’ll hear “we” or “our company” almost as soon as they say hello. Is it possible we do it, too? We’re most comfortable talking about what we know best—our companies.

It’s easy to be excited about our capabilities and accomplishments. It’s a small thing, but on proposals, our company logos may be larger than those of the customers we are trying to sell. What message does that send? When giving presentations, how much time is spent talking about our company?

As Harry Beckwith says, it’s not ego. It’s simply what we know best. There’s a message in this for us. If I had to pick a theme for my year as your president, it would be “Value Added,” a message that applies to both Distributor and Supplier/Associate members. Let me explain.

I’m confident we could pick any handful of MHEDA members, put them in a room and give them the task of solving a difficult and complicated distribution problem, and they would come up with the best possible, most efficient and cost-effective solution in short order. I’m not only confident with our members’ knowledge, experience and capabilities, but it drives home the idea that it’s what we know that gives us a value-added edge.

That said, the big task is helping our customers recognize the added value we bring to every aspect of their operation. Ironically, they only come to appreciate what we bring to them when we so thoroughly understand them that we literally live and breathe their challenges, honor what they value, and appreciate what they need to accomplish.

It’s also the value-added premise that drives everything we do as an association. This year’s convention at Universal Studios and the Portofino Bay Hotel in Orlando, Florida, from May 3-7 will be an opportunity to learn, network and spend quality time with family. From the opening session to the last goodbye, Convention Chairman Duncan Murphy has developed a compelling program for us. Throughout the year, the Education Committee adds more value, particularly with convenient teleconferences and webinars. Topics include making parts and service departments more efficient and ways to go to market as a storage & handling company, as well as opportunities for sales training. We will also have a replay of the popular Young Distribution Professionals Conference.

Speaking of value added, the members of our Board of Directors, Liz Richards and the MHEDA staff deserve special attention. Together, they enhance our individual businesses, MHEDA and our industry.

Years after it was obvious that the 1919 Versailles Peace Conference ending World War I had created the conditions for World War II and the Cold War, an astute observer made an interesting comment: Perhaps it would have been better if the meeting had been held in a Hall of Windows instead of The Hall of Mirrors. We will grow and prosper in the years ahead if we really know our customers and prospects and deliver what they value.

I feel privileged to be your 2008 MHEDA President.

   Current Issue    |   Past Issues    |   Search    |   Contact Us    |   Send Files    |   Advertising    |   MHEDA Home Page    |   Blog

The MHEDA Journal • First Quarter 2008 • Volume 37, No. 1 • Contents are Copyright © Data Key Communications, Inc.
All rights reserved. • Nothing may be reproduced in whole or part without written permission of the publisher.