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Cres Cor     Welcome to the FER Dealer Report June 8, 2010, Vol. 1, Issue 2     VulcanHart

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 News For Dealers, About Dealers and Suppliers

Have a story, news, or announcement for the FER Dealer Report?

If so, please send your news to Brian and Jan at bward@fermag.com and jashton@fermag.com.
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It's not growing pains but a growing customer base that spurred Bargreen Ellingson Foodservice Equipment & Design—now marking its 50th anniversary in the business—to celebrate the grand opening June 1 of a new, larger location in Denver.

The new store includes a showroom in its approximately 30,000-sq.-ft. space and will be a distribution point for the Tacoma, Wash., company's growing customer base in the Mile High City. The enhanced Denver store, managed by Randy Rutsay, is at 4707 Lima St. Bargreen Ellingson has 20 locations, primarily in the Northwest but including branches in Dallas and British Columbia, as well as four offices in Hawaii.

Seminars by phone and the web are helping the Foodservice Equipment Distributors Association keep its members up-to-date on sales techniques and marketplace change.

Next week, FEDA dealer members can dial in to The "Perfect Sales Call" teleconference seminar. On Thursday, June 17 at 10 a.m. CST, speaker Joseph Ellers, director of Palmetto Associates, will focus on changes in the sales world and provide shortcuts for today's learning curve. Numbers are a big part of the teleconference. Ellers will provide four key sales-call problems; three key prep points for a sales call; eight critical things that must occur during the call; and the four things that must happen afterward. Participating in the program earns listeners two CFSP points for maintenance/advancement. Digital replay will be available through July 16.

Also this year, FEDA members are able to "attend" webinars offered by the Material Handling Equipment Distributors Association. Upcoming topics in the 20-part live online series include "Search Engine Optimization and Social Media" (June 17); "Mystery Shopper: Secrets of an Outside Sales Rep" (Aug. 19 and Dec. 2); and "10 Ways to Run a First-Class Service Dept." (Sept. 23).

Webinars can be purchased individually or as a series. More information and the complete list of webinars can be found at www.feda.com/new/webinars.pdf.

Excell Marketing & Procurement Group held its 15th annual buying conference in Rancho Mirage, Calif., in early April.

Among the many awards given to dealer members during the conference was the top dealer award: S.W. Bar Needs was named Dealer of the Year.

The Denver group's Manufacturer of the Year Awards went to: Southbend and Turbo Air for heavy equipment; Nemco Food Equipment for light equipment; AllPoints for supplies; and Continental Refrigerator for customer service. Two companies, Pitco/Middleby and John Boos, were given Great Expectations awards. Excellerator Awards for outstanding growth were earned by Bally Refrigerated Boxes, emuamericas, John Boos, Piper Products and Southbend. Excell members can read more at www.excelldealers.com

David Warneke has been named sales and marketing v.p. for Lang Mfg./Middleby Corp. Warneke will run Lang's day-to-day operations and lead its marketing efforts. Prior to joining Lang, Warneke served with Bakers Pride, Bevles and BKI. Lang, based in St. Louis, specializes in ovens, ranges, griddles and charbroilers.

By Robin Ashton

Now, we've followed and forecasted the foodservice and foodservice equipment and supplies markets for more than 30 years. So when I meet folks at a show or a meeting, one of the first questions is usually, "How do you see the market?" That question has often had an anxious tone during the past couple of years. After all, since late 2007, we've experienced the worst foodservice recession and probably the biggest decline in E&S sales in our lifetimes. (There's some question about the recessions of 1980-82.) You know; you've lived through it.

So how do I see the market now? It's definitely turning. Commercial operator sales are clearly improving. The NRA's Restaurant Performance Index has been in positive territory for two consecutive months. On the E&S side, the brutal double-digit sales declines bottomed out in the third quarter (public E&S companies) and fourth quarter (MAFSI reps) '09. Our E&S forecast for this year still has the market falling a further 4% to 5% because of the six-to-18-month lag the E&S market experiences after operator fortunes improve. In other words, it's time to check with all your customers on what E&S they've put off replacing.

Robin Ashton

FER Dealer Report, published biweekly by Gill Ashton Publishing, publishers of Foodservice Equipment Reports.

Questions or comments? Please send them to bward@fermag.com.

This issue’s content compiled and written by Robin Ashton, publisher, and Jan Sellers Ashton, contributing editor.

For information about advertising in FER Dealer Report, please contact Robin Ashton, publisher, at 847/673-8675 or email at rashton@fermag.com.

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