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Products are filtered by different dates, depending on the combination of live and on-demand components that they contain, and on whether any live components are over or not.
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  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 12/06/2022 at 10:30 AM (CST)

    10:30 a.m. CDT Tuesday, Dec. 6 The value-added sales call is the tactical execution of the Value-Added Selling Process®. The eighth and final part of the 2022 Live Webinar series will demonstrate a step-by-step execution of the process in front of the customer.

    10:30 a.m. CDT Tuesday, Dec. 6

    The value-added sales call is the tactical execution of the Value-Added Selling Process®. The eighth and final part of the 2022 Live Webinar series will demonstrate a step-by-step execution of the process in front of the customer.

    This webinar will include:

    • Opening with impact by establishing rapport and previewing objectives
    • Customer needs analysis
    • Content areas of probing: S-C-P® Formula
    • Multi-level customer needs
    • Presenting your company’s solution with style and substance
    • Closing strategies and handling customer resistance

    At the end of this webinar, participants will be able to:

    • Tactically execute the sales call
    • Uncover the customer’s needs
    • Present a compelling solution
    • Gain the customer’s commitment

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 11/09/2022 at 10:30 AM (CST)

    10:30 a.m. CDT Tuesday, Nov. 8 In this phase of the sales process, dealers are supporting the customer and providing a smooth, seamless transition. Part seven of the 2022 Live Webinar Series on value-added selling will discuss after-market strategies for delivering on all the promises made to the customer on the front end.

    10:30 a.m. CDT Tuesday, Nov. 8

    In this phase of the sales process, dealers are supporting the customer and providing a smooth, seamless transition. Part seven of the 2022 Live Webinar Series on value-added selling will discuss after-market strategies for delivering on all the promises made to the customer on the front end.

    Topics covered in this webinar include:

    • Value reinforcement – Reminding the customer of your value-added services
    • Leveraging – Achieving maximum account penetration

    At the end of this webinar, participants will be able to:

    • List three ideas to reinforce the value of your solution
    • List three ways to leverage your existing relationships
    • Describe cross-serving and how to implement this idea

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 10/18/2022 at 10:30 AM (CDT)

    10:30 a.m. CDT Tuesday, Oct. 18 As dealers reach this phase of the sales process, they focus on supporting the customer and providing a smooth, seamless transition. Part six of the 2022 Live Webinar Series on value-added selling will help dealers build deeper relationships with their customers and deliver on the high expectations they have set.

    10:30 a.m. CDT Tuesday, Oct. 18

    As dealers reach this phase of the sales process, they focus on supporting the customer and providing a smooth, seamless transition. Part six of the 2022 Live Webinar Series on value-added selling will help dealers build deeper relationships with their customers and deliver on the high expectations they have set.

    Topics covered in this webinar include:

    • People and process support – Creating a smooth and seamless transition
    • Relationship building – Developing deeper customer loyalty
    • Tinkering – Re-creating value for the customer

    At the end of this module, participants will be able to:

    • Support the customer during the transition
    • List three relationship-building tips
    • Conduct a Tinkering sales call 

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 1 Component(s) Includes a Live Web Event on 09/20/2022 at 2:45 PM (CDT)

    In addition to presenting the onsite conference, FEDA is also offering a virtual participation option. Dealers, manufacturers or others interested in attending the conference virtually may register here.

    In addition to presenting the onsite conference, FEDA is also offering a virtual participation option. Dealers, manufacturers or others interested in attending the conference virtually may register here.


    • Register
      • Non-member - $400
      • Non-member Manufacturer - $400
      • Distributor Member - $200
      • Manufacturer Member - $400
      • Associate Member - $400
      • Guest - Free!
    • More Information
  • Contains 1 Component(s) Includes a Live In-Person Event on 09/20/2022 at 8:00 AM (CDT)

    The 2022 FEDA Annual Conference will be in San Diego, Calif., from Sept. 20-23.

    The 2022 FEDA Annual Conference will be in San Diego, Calif., from Sept. 20-23.

    • Register
      • Early bird pricing available!
      • Non-member - $2,346
      • Non-member Manufacturer - $2,346
      • Distributor Member - $854
      • Manufacturer Member - $2,346
      • Associate Member - $2,346
      • Guest - $550
      • Regular Price after 07/29/2022 4:43 PM
      • Non-member - $2,470
      • Non-member Manufacturer - $2,470
      • Distributor Member - $899
      • Manufacturer Member - $2,470
      • Associate Member - $2,470
      • Guest - $579
    • More Information
  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 09/08/2022 at 10:30 AM (CDT)

    10:30 a.m. Thursday, Sept. 8 Part five of the 2022 Live Webinar Series on value-added selling will cover persuasion. This webinar will teach participants about polishing their image, creating distance between themselves and the competition and convincing the customer their solution is the value-added solution.

    10:30 a.m. Thursday, Sept. 8

    Part five of the 2022 Live Webinar Series on value-added selling will cover persuasion. This webinar will teach participants about polishing their image, creating distance between themselves and the competition and convincing the customer their solution is the value-added solution.

    Topics in this webinar will include:

    • Differentiating – Making your solution different than other alternatives
    • Presenting – Communicating the value-added solution

    At the end of this module, participants will be able to:

    • Create distance between your solution and other alternatives
    • Present a compelling reason for the buyer to choose your alternative

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 08/11/2022 at 10:30 AM (CDT)

    10:30 CDT Thursday, Aug. 11, 2022 In part four of the value-added webinar series, participants will learn how to gain an in-depth understanding of their customers' needs. This session will also focus on thinking as the customer thinks, identifying buyer pressure points, and aligning your value with customer needs

    10:30 CDT Thursday, Aug. 11, 2022

    In part four of the value-added webinar series, participants will learn how to gain an in-depth understanding of their customers' needs. This session will also focus on thinking as the customer thinks, identifying buyer pressure points, and aligning your value with customer needs

    This webinar will cover:

    • Understanding customer needs – What are the customer’s needs and wants?
    • Understanding the role of pressure points in the buying process
    • Positioning – Shaping your image in the mind of the customer

    At the end of this webinar, participants will be able to:

    • List three ways to identify customer needs
    • Identify customer pressure points
    • Complete the positioning analysis

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 17 Component(s), Includes Credits Includes Multiple Live Events. The next is on 07/13/2022 at 10:30 AM (CDT)

    This eight-part live webinar series will provide distributors and their sales teams with the skills and confidence they need to implement the value-added selling process, which follows the philosophy of "add value, not cost; sell value, not price.”

    FEDA distributor member companies that purchase the full series package may sign up multiple individuals in their organization to attend the sessions for a single registration fee of $800. To add individuals to the registration, please email George Maul at george@feda.com.

    This eight-part live webinar series will provide distributors and their sales teams with the skills and confidence they need to implement the value-added selling process, which follows the philosophy of "add value, not cost; sell value, not price.”

    Individuals who complete the eight-part live webinar series will learn the following:

    • Define Value-Added Selling and explain why it makes sense for your organization
    • Detail your value-added services and articulate this persuasively to prospects and customers
    • Describe the buyer’s Critical Buying Path®
    • List the customer’s unique set of needs at each stage of the Critical Buying Path®
    • Discuss the skill sets needed at each step of this path to advance the sale
    • Clearly define the ideal prospect
    • Clearly define what makes your solution different
    • Discuss the four-step, value-added sales call
    • Name and demonstrate the three strategic questioning areas
    • Describe persuasion strategies and how to apply these to your product or service
    • Describe how to close with confidence
    • Respond effectively to price resistance
    • Demonstrate their newly acquired skills in a group role-play situation

    Participants will earn 8 credits toward a sales strategies certification.

  • Contains 2 Component(s), Includes Credits Includes a Live Web Event on 07/13/2022 at 10:30 AM (CDT)

    10:30 CDT Wednesday, July 13, 2022 The first phase of the Value-Added Selling Process® is focus. This webinar will teach participants to focus on the right business, build a plan for these accounts and understand the customer's needs.

    10:30 CDT Wednesday, July 13, 2022

    The first phase of the Value-Added Selling Process® is focus. This webinar will teach participants to focus on the right business, build a plan for these accounts and understand the customer's needs.

    Topics covered in this webinar include: 

    • Identifying viable sales opportunities – What is good business?
    • Approaching these opportunities – How do we approach these opportunities?

    At the end of this module, participants will be able to

    • Identify the criteria for the ideal prospect
    • Focus on the right business
    • Develop a plan for these focus accounts

    Participants will earn 1 credit toward a sales strategies certification.

  • Contains 1 Component(s)

    Jason Bader talks with Ben Whitlock, president of Mobile Fixture, about how he got started in the foodservice equipment and supplies industry by cold calling customers and how a background in sports can help individuals become strong salespeople. That competitive drive helped Whitlock and Mobile Fixture overcome the challenges created by Hurricane Katrina and COVID-19 and prepare Whitlock and the company’s executive leadership to take over ownership earlier this year.

    Continuity is an underappreciated aspect of ownership transition. Ben Whitlock, president of Mobile Fixture, a kitchen and restaurant supply wholesaler based in Mobile, Alabama, followed that game plan to the letter when he and three partners bought out the company's longtime owner.  Bader caught up with Whitlock to discuss drafting a protracted transition process into the buyout deal, maintaining organization-wide confidence throughout the pandemic and succeeding in the crowded hospitality space.

    Whitlock and his three partners, all members of the senior leadership team since approximately 2017, entered into a sale agreement with Mobile's longtime second-generation owner Walne Donald five years ago. But rather than pushing Donald out immediately, they wrote him into their purchase agreement.

    In addition to Walne staying on as majority owner, Whitlock and his partners were adamant about forgoing private equity. The team believed in the organization's inherent family philosophy and didn't want to tinker with it too much. That holistic approach to company culture served the organization well, especially during the pandemic. With no customers to sell to, Mobile closed its showroom and warehouses for several weeks to refresh and reorganize. That time together proved to be an excellent, if unplanned, team-building exercise.

    Now that the transition switch has finally flipped, Whitlock and the team are ready to tackle post-pandemic challenges like supply chain issues and inflation.