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MARKETING <br /> Frank says. "That's what they want. What could be a commodity more <br /> They are willing to pay for results." than sand and gravel? But Cadman, Inc., <br /> If there is no value alignment, what is the Bellevue, Washington-based ready- <br /> left for the customer to focus on? Price, mix company, transformed various <br /> of course. Or, if we assume that price is types of sand and gravel into products <br /> all that the customer cares about, then that meet specific construction needs, <br /> we fall into the price trap. and they get a premium price for each <br /> 7. Viewing what you sell as a one. <br /> commodity. When you speak with "A brand program should be designed <br /> insurance agents about what they sell, to differentiate your cow from all other <br /> you just may hear something like this: cattle on the range. Even if all the cattle <br /> "We sell what no one wants to buy. They on the range look alike," said business <br /> only buy insurance because they have to writer Al Ries. Think about what <br /> have it." What an attitude! What a sad Morton's has done with something as <br /> way to look at the products you sell. No simple as salt or Arm &Hammer with <br /> wonder we avoid insurance agents baking soda. <br /> whenever we can. If we let what we sell If you see what you're selling as a <br /> become a commodity, we devalue it to commodity, whether it's insurance, <br /> the point that only the lowest price software or chemicals, be sure you have <br /> makes sense. the lowest price because that's the only <br /> O forway to make the sale. <br /> ��� SCREW MACHINEgo-out-and-get-it-done In business, ideas don't seem to count <br /> much. A - <br /> SEE US AT BOOTH attitude gets the votes. Yet, it should be <br /> 1 001 PRODUCTS obvious that ideas affect not only the <br /> way we think but the way we perform <br /> 5 CNC Turning Machines as well. Bad ideas, no matter how <br /> 8" Diameter 20" Long popular they may be, still produce bad <br /> results. <br /> "Quad Cities'Largest Screw Machine Facility" <br /> PRECISION SCREW •AUTOMATIC DRILLING John R. Graham is president of <br /> MACHINE PRODUCTS MACHINE Graham Communications, a market- <br /> • BROWN&SHARPE TO 25/8"RD. •SNOW TAPPING MACHINES ing services and sales consulting <br /> •WARNER&SWASEY 5-SPINDLE •SPECIAL THREADS—DLB.RD. LEAD&METRIC <br /> TO 2/n firm. Mr. Graham is the author of <br /> •SWISS TORNOS AUTO TO 716"RD. •SPECIAL SCREWS&NUTS The New Magnet Marketing, a book <br /> • DAVENPORT AUTO TO 3/4"RD. •KNOBS, KNURLED INSERTS that deals with his unique marketing <br /> •2ND OPERATION WORK •GEAR BLANKS&PIVOTS and sales concepts. <br /> •NOZZLE COMPONENTS <br /> MEMEER O2 "FAX" • FITTINGS—CONNECTORS Mr. Graham writes for a variety of <br /> BREW MACHINE <br /> PRO�� 319-391-9182 • BUSHINGS AND SPACERS publications and speaks on business, <br /> ASSOCIATION <br /> marketing and sales topics for com- <br /> Write or Call For <br /> +iii: pany and association meetings. He <br /> ;, � Prompt Action On Your <br /> il. Screw Machine Needs is the recipient of an APEX Grand <br /> Award in EDENS AUTOMATICS tacted at 40rOv Road, Quincy, M <br /> Co. Inc. 02170 (61 7-328-0069);fax 617-47i- <br /> 1504;j_graham@grahamcomm.com. <br /> P.O. Box 3646, Dept. B&I • Davenport, Iowa 52808 The company's Web site is <br /> Phone: (Area Code 319) 391-5920 www.grahamcomm.com. <br /> Circle 34 on Rapid Response Card <br /> 44 Business & Industry MAGAZINE April,2002 <br />