Your Brand Called. It Wants a Story. A Distributor Channel Marketing Moment By Desiree Grace Remember Aesop’s Fables? Perhaps you recall the story of the Tortoise and the Hare. These short tales deliver powerful lessons in a fun, memorable way. That’s the heart of content creation. When you tell a story about your brand or product in a fun and engaging way, you bring it to life. Video, music, and visuals can enhance the experience, tapping into your audience’s five senses and imagination. This not only improves brand recall when customers need your product or service, but also builds positive emotional connections. Content creation is a team player. Much like the lion in Aesop’s fable needed a friend to pull a thorn from his paw, your content creators support your overall marketing strategy. They work alongside your advertising and your copywriting—but content creation is not the same thing as copywriting. Examples of content creation include podcasts, blogs, newsletters, In...

Behind the Glamour: The Foundations of Trade Show  Success By Desiree Grace House porn. You know it when you see it, those home remodeling shows that suck you in until, suddenly, you’ve killed an hour and started planning an outdoor kitchen, a fancy mudroom, and garage storage that would make your local mechanic jealous. But here’s the thing: those shows conveniently gloss over two essentials, the cost and the infrastructure. The foundation, plumbing, electrical… all the not-so-glamorous parts that actually make the remodel possible. Trade shows and association meetings are no different. From the outside, they look easy and glamorous, you know, schmoozing with buddies, smoking cigars, swapping stories. What you don’t see is the foundation, the prep work that makes the event worth the investment. Just like a solid remodel, what happens before the spotlight determines success. Here are ways to make sure your foundation is level and watertight before your next event: Rev...

Reflections from a Road Warrior: The Power of Clean Bathrooms and Good Coffee A Distributor Channel Marketing Moment By Desiree Grace Early in my career, I logged a lot of miles in a company car across the Midwest. One of the first lessons I learned was where to stop, and where not to stop, for coffee, fuel, and the inevitable bio break. I quickly became a fan of Casey’s, and there’s a lot we can learn from them. Casey’s understands how to deliver what matters. It’s not just the gas. It’s the clean bathrooms, the fresh hot coffee, the decent beverage selection, and the surprisingly good pizza. For road warriors, those details add up. Some aspects of their customer experience aren’t obvious, but they clearly figured out what their travelers value. Let’s be honest: not all rest stops are created equal. For those of us who prefer a non-unisex bathroom, ample paper products, and reliable soap, Casey’s is a safe bet. I’ve had more than one unpleasant surprise in less-than-sanitary gas...

Supply Chain Whiplash: Survive It, or Use It to Pass the Competition By Frank Hurtte   A few years ago, I closed a six-figure deal in a gas station bathroom. Seriously, it’s no joke. How? The timing was super deluxe because the customer was ready, and I was nimble enough to close in an unusual spot. That kind of agility matters more now than ever. The supply chain is doing somersaults. One day, freight is cheap. The next day, there’s a two-week backlog. Factories shut down. Regulations shift overnight. It feels like whiplash, and everyone’s rubbing their necks. And if you’re sitting there thinking, ‘It’ll smooth out next quarter,’ let me save you the wait...it won’t. But here’s the kicker: when your competitors freeze, that’s when the real winners move. You don’t win by waiting out the chaos. You win by preparing, adapting, and spotting the openings that others miss. Let’s talk about how distributors can turn volatility into opportunity.   1. Map the Weak Links First Let's f...

AI’s Closing Argument: Frank Hurtte Remains Guilty  | By Frank Hurtte (and AI) Forward I have been a proponent of Artificial Intelligence for a very long time. In fact, one of the reasons I am sitting here today was a book I read when I was 8 years old called “Danny Dunn and the Homework Machine.” This late 1950s book for kids told the story of a young man programming a computer to do his homework. That has been my life’s dream. With that in mind, is it any wonder I have closely followed the development of ChatGPT and other platforms for the past couple of years?    I believe AI will be a game-changing tool for our industry. Those who embrace it early will definitely have a competitive edge against the “laggers.”   Last weekend, I scheduled “play time” and researched some of the new features of my favorite AI platform. After burning through a rainy morning of experimentation, I had the silly thought of testing what ChatGPT knew about me. I was working on an...

Fast Cars, Smart Marketing: The Mix That Works By Desiree Grace Lamborghinis. Maseratis. Bugattis. Ferraris. Alfa Romeos. They all make my heart race. Who doesn’t love an Italian sports car? What these brands have mastered is the Marketing Mix , the essential combination of Product, Price, Place, and Promotion that shapes their go-to-market strategy. Yes, they’re expensive. But oh my goodness, are they a joy to drive. Speed, traction, handling on the curves of a racetrack, the product is superb. The value is there. For someone who loves sports cars, the exchange of money for product makes perfect sense. Place? Highly selective distribution. You can’t just stroll into any dealer in any small town. You must journey to an authorized dealership. That exclusivity adds prestige. Promotion? If you know, you know. These aren’t brands advertised during average TV shows. Instead, they lean into prestige, exclusivity, performance, and emotion. This is not your average mass marketing plan...

Price Increases & The Rolling Stones: You Can’t Always Get What You Want By Desiree Grace “You can’t always get what you want. But if you try sometimes, you just might find, you get what you need.”,  Mick Jagger & Keith Richards, Let It Bleed Yes, even The Rolling Stones can teach us something about price increase realization . Most price increases don’t translate into an instant, full boost to your top or bottom line. Often, they’re designed just to stop the bleeding , whether it’s tariffs, raw materials, labor, freight, or the inflationary tide lifting all costs. Manufacturers don’t make these decisions lightly. Behind every increase are hours of modeling and analysis , often applied with surgical precision: Certain product categories may take a bigger hit than others. Some may be spared entirely. Competitor benchmarking inevitably plays a role. But after the internal analysis and spreadsheets are done, the real work begins: communication. First in...

Superheroes in Sales: Meet Your Iron Salesman By Desiree Grace Who’s YOUR favorite superhero? Mine is Iron Man, Tony Stark, billionaire inventor and party animal turned do-gooder. He’s also one of the founding members of the Avengers, alongside Captain America and Thor. Iron Man reminds me of one of the superhero roles in B2B sales: the technical specialist. Savvy manufacturers, and even some high-tech distributors, know this role is a game-changer. Why? Technical specialists, like Iron Man, combine brains and engineering talent with another superpower: sales skills. They need a rare combination of technical depth, problem-solving abilities, and people skills. A true tech specialist can walk into a customer site solo, solve problems on the spot, and keep the deal moving forward. At a minimum, they keep customers happy. At best, they close the business. Their skills differentiate your brand from the competition, much like Tony’s repulsor rays knock enemies out of the fight...

From Catamarans to Conference Rooms: What Guides  Can Teach Us By Desiree Grace Ever notice how travel expands your mind and your life? Drink strong Greek coffee, and suddenly your coffee routine at home changes. Eat real Mexican food and never spend a penny at Taco Bell ever again. Appreciate how the Europeans take vacation seriously and rethink your out-of-office time. I spent a few days on vacation and had the opportunity to observe some real professionals at work. Tour Guides are masters of managing crowds and people. While this might be the tourist trade, a lot of the lessons and skills are transferable to any trade, especially Sales and Management. As a gesture of goodwill and international cooperation, I share with you the following 6 lessons learned from Tour Guides.   1.      How you start matters a.      “Hello, Beautiful People! Welcome to our catamaran!”  Wow, what a way to start. You cannot get much more positive ...

Turning Cost into Cash: A Podcast with Frank Hurtte Hire Slow, Fire Fast might sound harsh, but Frank Hurtte isn’t pulling punches when it comes to sales success. In this latest IEDA podcast episode, Frank dives into why your dealership’s sales team should be more than just “expense-report addicts in logo shirts” and how strong leadership, coaching, and accountability can turn new hires into revenue drivers. Whether you’re behind the wheel, on a jog, or grabbing a coffee, this is the kind of straight-talk sales wisdom you don’t want to miss. Listen on the Independent Equipment Dealers Association Group page OR...  Want to listen during your drive time? Click for Spotify and Apple Podcasts . About the Author Frank Hurtte has nearly 50 years of industrial sales experience and is the founder of River Heights Consulting. He’s the author of The New Sales Guy Project and several other books, a sought-after speaker, and a regular magazine columnist. Frank is known for telling ...

Tour Guide Tactics for Everyday Leadership By Desiree Grace, with a little help from some friends   I spent a few days this month in a foreign country and had the opportunity to observe some real professionals at work. While their job title was “tour guide,” the lessons they shared go far beyond the travel industry. The skills that make a guide successful are remarkably transferable.  In the spirit of goodwill and international cooperation, I’m sharing a Baker’s Dozen worth of wisdom gleaned from tour guides.   1. How you start matters “Hello, Beautiful People! Welcome to our catamaran!” Talk about a first impression. High energy and warmth set the tone for a positive, engaging experience. Approach your projects the same way, begin with intention and enthusiasm.   2. Shake off a miserable client Your first group of the day might be demanding sourpusses. Do you let them ruin the entire day? Absolutely not. Shake it off, reset, and start fresh with the ...