April 2012
and light fixtures and fresher, brighter color schemes for fabric, carpet and walls. “Our guests use restaurants differently than they once did. While they still like to connect with each other over a family meal, they’re also looking for homestyle meals to go that can feed a whole family,” says Bob Evans Restaurants Chief Concept Officer Randy Hicks. “Bob Evans is meeting that need with our successful Family Meals To Go options, aided by our refreshed restaurants’ new carryout and bakery areas.” The company began its remodeling campaign in 2010 with the 31-restaurant Dayton, Ohio, market, then in 2011, moved on to the Toledo, Ohio, and Detroit, Mich., market where 42 restaurants received refreshes. The Cincinnati (48) market is now underway, followed by the company’s hometown of Columbus in 2012. Ninety restaurants will be refreshed before the company’s current fiscal year ends in April 2012. The company then plans to refresh 159 restaurants in fiscal year 2013, with an overall goal of refreshing each of the 500+ restaurants over the course of the next three years. “All our remodel markets are outperforming the chain’s same-store sales performance by approximately 5 percentage points,” says Steve Davis, chairman and CEO of Bob Evans Farms, Inc. “The refreshes both modernize the brand and stimulate the economy by creating both local construction and hospitality jobs. We’re proud that each growth project brings a positive message to the community.” Refreshed restaurants are also donating their old cabinets, chairs, tables, lighting and other furnishings to local Habitat for Humanity chapters, helping the less fortunate in each restaurant’s local community with thousands

Columbus, OH – It’s a new day at the farm -- Bob Evans Farms recently announced that not only will it have refreshed 121 restaurants before the end of its fiscal year in April, the brand has plans to refresh approximately 160 restaurants in the next fiscal year, as well as expand into its 19th state, Arkansas. The Farm-Fresh Refresh restaurant revitalization program is an effort to update facilities, modernize the brand, and stay relevant with a changing demographic. Refreshes include an entirely new look to the interior and exterior of each restaurant, as well as features for busy families, like the Taste of the Farm™ Bakery offering a delicious array of baked goods, a dedicated carry-out area for quick meals to go, and gift card displays. Each refreshed restaurant also features a mural in the entryway depicting Bob Evans’ farm heritage. The dining rooms feature more modern furnishings

Bob Evans Restaurant continues growth




of dollars’ worth of materials. The company’s growth plans don’t end with the refreshes – Bob Evans also recently completed a $4 million renovation of the original Bob Evans Farm and first restaurant in Rio Grande, Ohio. And this spring Bob Evans will open two brand-new restaurants in Ohio, one in Florida, and two in Arkansas (Rogers and Fort Smith) -- Bob Evans’ first new state in more than a decade. “We’ve long said Bob Evans is a regional brand with national potential,” says Davis, “and we’re thrilled to be introducing the simple taste of the farm to our newest market in Arkansas. We look forward to even more new states in coming years, and to introducing our new look to our guests.” Guests can keep track of the refresh program’s progress at Project-Refresh.





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When it was time to look at HVAC options for our new school, we talked to our electric cooperative. They told us about the energy-saving advantages of a geothermal system and provided us with the information we needed to make the best decision for us.
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April 2012

What is branding and how important is it to your marketing strategy
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: • Delivers the message clearly • Confirms your credibility • Connects your target prospects emotionally • Motivates the buyer • Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without. What does branding mean to your company’s marketing strategy? Post Questions, Comments, and Answers to this Question in the Marketing Forum.

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April 2012
TheBusinessJournal 3B

Defiance recognized for economic development efforts
The city of Defiance has been recognized by Site Selection magazine as one of the “Top “Micropolitans” in the United States, according to Defiance County Economic Development. The magazine ranks cities of 10,000 to 50,000 people which cover at least one county in terms of new or expanded corporate facility announcements. Defiance was ranked 48th out of 576 communities. “After a very weak economy in 2010, we were pleased to see several local companies make significant investments in Defiance during 2011,” said Jerry Hayes, executive director of Defiance County Economic Development. “We use our ‘Top Micropolitan’ ranking in our marketing message to illustrate that the Defiance community is a business-friendly, growing community. And our track record shows that we are consistent in our pro-business policies.” Defiance has earned “top micoplitan” billing for 11 out of the last 12 years. Ohio bested North Carolina and Pennsylvania as the state with the most cities that qualified for this award. In addition, the state of Ohio has won the 2011 Site Selection Governor’s Cup, which the 58-year-old Atlanta-based magazine awards annually to the U.S. state with the most new and expanded corporate facilities. Site Selection’s yearly analyses are regarded by corporate real estate analysts as “the industry scoreboard.” The Buckeye State’s 498-project finish for 2011 is up substantially from its 376 projects logged in 2010, which put Ohio behind Texas in the last contest. “We are pleased that projects like those completed at General Motors and Defiance Metal Products, as well as the FWT LLC expansion underway in Hicksville, helped Ohio earn recognition from a national publication,” said Jared Orzolek, assistant director of Defiance County Economic Development. Key to Ohio’s resurgence has been the implementation of a business-like approach to economic development at the state level. This effort is led by JobsOhio, a public-private partnership that privatizes the development function of the Ohio Dept. of Development. “We were the number one job creator in the Midwest in 2011 and number nine in the United States,” says Mark Kvamme, president of JobsOhio. “In 2010, we were 47th in job creation in the United States. The governor built the cabinet and development group that was solely focused on job creation.”

Superior Federal Credit Union announces new location
Superior Federal Credit Union is proud to announce the construction of a new fullservice office and drive-thru in St. Marys, located in the Shoppes at St. Marys. Construction is slated to begin in early 2012, with completion by October 2012. “We feel the new St. Marys location will complement our other branches throughout the area,” said Phil Buell, President and CEO of Superior. “Our goal is to provide our members with great service at the most convenient locations.” Superior has already opened a temporary location in downtown St. Marys, located at 208 E. Spring Street. Schnipke Builders has been selected as the General Contractor for the building project. The new facility was designed by Dick Wuest of K4 Architecture in Cincinnati, OH. The new office will be managed by

Site Selection’s rankings focus on new corporate location projects with significant impact. The magazine does not track retail and government projects, or schools and hospitals.

Phil Schumann. Phil comes to Superior with over 30 years of experience in banking, consumer and mortgage lending. In his new position, he will be handling consumer lending & residential mortgages for Auglaize and Mercer Counties. Phil graduated from Lima Technical College and Bluffton University with a B.A. in Organizational Management. He is married and lives in Celina with his wife, Kay. Superior Federal Credit Union is a full-service financial cooperative serving members in West Central Ohio. Superior FCU currently serves over 46,000 members with assets of $385 million. The credit union also provides consumer and mortgage loans, checking and savings accounts, brokerage services, and small business services and loans.

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April 2012

Andy Althaus named SVP Accounting Manager at Citizens National Bank

Companies threatened by scam
By Neil Winget, President BBB Businesses around the region, and all across the nation, are still being buffeted by a scam that is becoming a threat to the reputation of companies and the Better Business Bureau alike. It comes in the form of an emailed complaint notice, saying that the company in question has an unanswered complaint and is in jeopardy of losing its good standing with the BBB. The email begins by saying, “Dear business proprietor, we have obtained several complaints about your company alleging a scam. You are asked to provide your official response to this complaint within 14 days. Lack of response for this information will result in cancellation your Better Business Bureau rating and probable termination of your BBB status.” This is all bogus. • The language used does not conform to the style of the BBB. • The BBB does not make threats to companies via email. • There is no such term as “cancellation of the BBB rating.” The original version of this email refers the company to the Council of Better Business Bureaus which, as a rule, does not process complaints. More recent versions do name specific bureaus which makes it all the more believable to the uninitiated. The facts are: • The BBB has nothing to do with this email. • The BBB is investigating with the cooperation of the FBI and other law enforcement agencies. • The BBB has managed to shut down some of the sources of this email but they continue to be distributed around the country. If your company has received such an email, do not open the attachment. Doing so can infect your computer and compromise the system and data stored there. Contact your computer tech or IT person immediately to have your system checked and also report it to the BBB serving West Central Ohio at (419) 223-7010 or

Citizens National Bank (CNB) has named Andy Althaus as SVP/Accounting Manager. In this position, Althaus will supervise the bank’s accounting department, providing risk management, performance measurement and financial reporting for the institution. Althaus is a graduate of Bluffton College, where he received his BA in Accounting and Economics. He began working at Citizens National Bank in 1989 and transitioned into the accounting department in 1991. J. Michael Romey, President/CEO, said of Althaus, “Andy has been instrumental in developing the reporting to monitor our strategic direction, and will continue to be a key influencer in future decision making.” Andy is a member of the St. Mary’s Catholic Church. He resides in Bluffton with his wife, Danielle, and daughter, Adelyn. With offices in Bluffton, Celina, Defiance, Elida, Findlay, Lima, Springfield and Van Wert, Citizens National Bank has assets totaling more than $580 million and has been serving the communities of West Central Ohio since 1920.

Suspect a natural gas leak? First, move your feet! Then call when you’re down the street.
Outside or in, detecting a natural gas leak is easy. To help you SMELL a leak from a gas line or appliance, a familiar odor like rotten eggs is often added to natural gas. Or you might SEE blowing dirt, bubbling water or an unusual area of dead vegetation. A leaking pipeline might also make a hissing sound you can HEAR. Also, remember to call the Ohio Utilities Protection Service (OUPS) by dialing 811 at least two working days before digging on your property. And if you suspect a gas leak—walk away, right away. Once clear of the area, call Dominion East Ohio, at 1-877-542-2630. Learn more at, keyword(s): Natural Gas Safety
April 2012 TheBusinessJournal 5B

Defiance College
There is plenty to be excited about on the Defiance College campus this spring, highlighted by the opening of the much-anticipated 84,000-squarefoot George M. Smart Athletic Center. The center includes a regulation 200-meter indoor track recently named the Richard M. and Carolyn M. Small Track, and an inside track that will accommodate tennis, volleyball and basketball courts. The facility also includes the Duane C. Hocking Training Room, weight room, locker area, and offices. The Randall L. and Marilyn A. Buchman Fitness Center will continue to be a dual partnership with the Defiance Area YMCA. Opening of the new complex will enhance Defiance College’s athletic facilities and programs while playing a significant regional role as the setting for major non-college events. While Defiance College continues to remain the college of choice for a large number of Northwest Ohio students, there is a deliberate campaign to recruit nationally to create a broader geographic diversity on campus. In the past year, applicants from 48 different states and territories applied for admission to DC. Nearly 40 percent of the current freshman class has come from outside of Ohio. New students are attracted to many of the distinguishing programs offered at Defiance College including international travel and undergraduate research through the McMaster School for

Colleges & Universities
project through the McMaster School, an Honors trip, or as a scholarship to help pay travel costs for a semester or year-long study abroad program. Cultural/Performing Arts Initiative in which every student has an opportunity before graduating to attend a wide range of mind-broadening cultural experiences such as symphonies, operas, ballets, musicals, and art and science museums in New York City, Chicago, Detroit, Toronto, Cleveland, and other cities. DC to D.C., an initiative in which every student has an opportunity before graduating to experience our nation’s history firsthand, traveling to Washington, D.C., Philadelphia or other places of historical significance. DC EDventures, a domestic travel initiative in which every student has an opportunity before graduating to travel for 7-10 days domestically with faculty members for an enrichment experience related to the student’s major. Project 701 The newest example of real-world experience that joins classroom knowledge with service is Project 701, an incorporated nonprofit organization that gives students an opportunity to create, develop, manage and run a wide range of projects. DC students serve on the board of directors along with administrators, faculty and alumni. Management and staff positions are held by students. Interdisciplinary project teams offer a multitude of opportunities for students to lead, learn, and bring about positive change within neighboring communities. Earlier this year, the newest Project 701 initiative, Defiance Cares Free Clinic, opened its doors. A group of students assembled a collaborative with Mercy Hospital of Defiance, the Defiance Clinic, and Promedica Defiance Regional Hospital to provide a free primary care health clinic. Defiance County residents who are uninsured or otherwise in need of medical care are eligible for medical services at the monthly clinic. The list of Project 701 initiatives is impressive and growing. DC PC Solutions was formed by digital forensic science students to provide computer repair and related services to the local community. Graphic design students started a design studio, Creating Defiance, offering design services to nonprofit organizations and small businesses. Business students involved in Students in Free Enterprise (SIFE) have started an effort to provide loans to microbusinesses in Jamaica. The Backpack Buddy program involves numerous community partners to provide backpacks filled with food for scores of area children who qualify to receive much-needed nutrition for themselves and their siblings each weekend. DC students coordinate the logistics of the program, purchasing food and scheduling volunteers to fill the backpacks at St. John United Church of Christ. Opportunities abound Defiance’s strong academic programs are preparing students to be competitive in the job market. While developing professional skills, they are learning in a liberal arts setting that encourages growth as an individual. An environment of commitment to success begins at Orientation when students meet individually with a team of advisers to develop their own Personal Success Plan that will strategically map out their college goals. National advisory boards in many majors bring together experts from across the country to provide real-time and real-world advice. These boards include many of DC’s own successful alumni. Defiance College heads toward an even brighter future, fulfilling its mission by providing a strong liberal arts education. Outstanding professional preparation combined with engaged learning experiences give students the opportunity to develop their career skills in local communities and around the globe,

Advancing Humanity; a growing music program; new intercollegiate athletic teams (swimming and lacrosse); and expanded cultural programs offering trips to Chicago, New York City, and other destinations for concerts, theater, and art. Best of both worlds Students are attracted to Defiance College because of its size which allows for individualized attention while at the same time offers a wide range of opportunities that will enable them to stand out in the job market and when applying to graduate schools. With the guidance of committed and dedicated faculty, students experience innovative programs that link what goes on in the classroom with the realities of the outside world. They receive handson experience in their field of study through quality internships, domestic and international travel, diverse cultural experiences, and distinctive service and research opportunities. The following Imagine Initiatives have been introduced to enhance every student’s academic experience: DC Global is an opportunity for every entering full-time freshman who completes the full four-year program at DC to travel to a foreign country during their years at Defiance. These international experiences take place during the junior or senior. They could be a course-embedded experience, a faculty-designed trip, a self-designed



April 2012

Wright State University
Wright State University’s Lake Campus, located in Celina, continues to grow and expand. Fall 2011 enrollment was among the highest on record, with a headcount of 1,417. High school dual enrollment, which involves approximately 300 students from over 20 schools spanning several west Central Ohio counties, continues to increase as more and more high school students take advantage of opportunities to earn college credit while seated in their high school. The first tenants of Lake Campus housing have moved in, making the Lake Campus a residential campus for

the first time in its 50-year history. In October 2011, a formal ribbon-cutting was held to celebrate the completion of Knapke Villa, first building of the Student Housing Villas. In other renovation and construction news, the Lake Campus cafeteria underwent a facelift and was reopened as “The Boathouse.” To celebrate, the Lake Campus partnered with Sodexo and WSU Dining Services as well as Barnes & Noble, which now manages the Lake Campus Bookstore, to provide special events such as activities, free food, raffles and giveaways.

Wright State University (WSU) President David Hopkins, Lake Campus Dean Bonnie Mathies, Western Ohio Educational Foundation (WOEF) Board members, and representatives from the WSU Board of Trustees join WOEF Development Officer Tom Knapke in the ceremonial ribbon cutting to open student housing at the Lake Campus.

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April 2012 TheBusinessJournal 7B

Wright State
Academically, Wright State will move to a semester calendar in Fall 2012. The faculty, staff, and administration of Wright State is diligently working with students to maintain academic progress before, during, and after the conversion to semesters. To prepare for the final stages of this process, the Lake Campus will expand courses offered in Summer 2012, assisting students who wish to graduate, complete a course sequence, or complete their general education classes before the first day of classes on Aug. 27. For more information, please review the Semesters Web site at www.wright. edu/semesters . Also, in curriculum news, the Lake Campus is proud to offer the entire curriculum for the bachelor’s of science degree in mechanical engineering, with a manufacturing concentration. In late 2011 local industry leaders had the opportunity to meet with P. Ruby Mawasha, Ph.D., the founding director of the Lake Campus Engineering and Computer Science program. Mawasha

(Continued fom page 7B)

will work closely with local industry to identify areas of specialization in manufacturing engineering, such as robotics and automation, micro-fabrication, computer simulation and other areas relevant to the needs of the region’s employers. Once identified, engineering students will begin taking specific classes in those topics that are most applicable to companies in the area. For the 2011-12 academic year, the Western Ohio Educational Foundation (WOEF) awarded 175 scholarships to 128 recipients, for a total of almost $248,000 in assistance to Lake Campus students. Since 1962, the WOEF Board has awarded over $2.7 million in scholarship monies. 2012 also marks the 50th anniversary of the WOEF Board and their commitment to higher education in the area. Several special events are planned to recognize the WOEF Board. Visit for more information.

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April 2012

Business banking services, the importance of research
Business banking is fundamentally a collection of account packages and financial services that are particularly suited and focussed towards businesses and companies. For the business owner the choice of banking services is a vitally important decision that can have major ramifications at a later date. Subsequently when choosing a bank care should be taken, without a careful approach you can find yourself in a situation where value is in no way apparent. Opening a business account is simple enough for most people, naturally some legal issues arise and previous convictions can become a problem. Some banks differ in the amount of personal information they will need in order to open an account. Nearly all banks however will give account holders some form of price incentive, typically a reduction in banking charges for the first few months of banking. The first step is always to assess the needs of the business and bear these in mind when making a decision over banking charges. A smaller company, or one that is just staring operations will probably be able to take advantage of an account that simply allows cheques to be cashed and funds to be removed at will. Additionally this type of operation should not be overly concerned with interest rates and should instead focus upon the cost of charges. At this stage businesses rarely make a great deal of profit and hence avoiding costs when in the red is far more preferable. Those who run an established company however should undertake different considerations. In most cases this type of business will already have an account but they may wish to change their banking services. If this is the case factors such as the customer service provided by the bank, the rates of interest and the amount of charges should be considered. If any are inadequate then taking time to find a new bank can be financially rewarding. If changing banking services,

Business Banking

Business banking is fundamentally a collection of account packages and financial services that are particularly suited and focussed towards businesses and companies.
taking time to study the interest rates of many banks whilst also assessing their customer service is advisable should a better level of service be found. In the modern world account features such as internet banking are now commonplace. In addition phone banking has arisen as a convenient way for business owners to study their transactions, the account balance and any other issues in real time from the comfort of the office. If these services are not offered by the bank it must be considered why they are not and whether your company can really afford the time of having to head to the bank’s branch twice a week.

Many who are opening a first business account are swayed to use the same bank that holds their personal finances. This is unadvisable for a number of reasons. Firstly it is rarely worth holding all of your financial eggs in one basket; particularly in these times of economic strife, hedging your bets by storing your company and private accounts in different accounts can be beneficial should the worst happen. Additionally not all banks are able to offer the same incentives or services, if you are blinkered into using your existing bank it should be considered if they can work as hard for you as a bank that is actively trying to court your business? Hopefully this article has made it clear that research is the most important course of action when choosing banking services. Ultimately your business will suffer if the wrong choice is made. Hence a conscientious, logical approach that is based upon the facts will yield the best results for your company and its finances.

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April 2012 TheBusinessJournal 9B

Kristen Kissell

Pat “Chic” Garlock

Member FDIC

Bank companies succeed despit concerns
Banking stocks have performed strong of late. The SPDR S&P Bank ETF (KBE +0.79%) is up roughly 9 percent over the last month. Earlier this month Guggenheim argued that large-cap U.S. banks could gain another 20 percent throughout the next year despite the sector’s sharp rebound during the past four months. The Paragon Report examines the outlook for companies in the banking industry and provides equity research on JPMorgan Chase & Co. (NYSE: JPM +1.82%, news) and Bank of America Corp. (NYSE: BAC +0.41%, news). Access to the full company reports can be found at: Last week Federal Reserve Chairman Ben Bernanke told a congressional panel that U.S. banks could withstand shocks from Europe, even if the debt crisis overseas significantly worsened. “Although a blow-up in Europe would be very costly to the American economy, I think we are in much better shape to meet those challenges than we were a few years ago,” Bernanke said to the committee. Bernanke said U.S. banks have had time to adjust their exposures and hedge their risks. However, Bernanke said that roughly 35 percent of assets in U.S. prime money market funds are European holdings. The Paragon Report provides investors with an excellent first step in their due diligence by providing daily trading ideas, and consolidating the public information available on them. For more investment research on the banking industry register with us free at and get exclusive access to our numerous stock reports and industry newsletters. JPMorgan Chase & Co. has recently hired Hong Kong-based Johan Sudiman, a former director of the distressed loans desk at Deutsche Bank AG, to help drive its loans trading business, said two people familiar with the matter who declined to be identified because the details are private. Bank of America Corp. recently announced a number of new online and mobile capabilities for its Merrill Edge customers. These new capabilities include a Merrill Edge Android application, remote check deposit functionality for iPhones, bill-pay functionality for iPads and a new Investment Product Education Center. The Paragon Report has not been compensated by any of the above-mentioned publicly traded companies. Paragon Report is compensated by other third party organizations for advertising services. We act as an independent research portal and are aware that all investment entails inherent risks. Please view the full disclaimer at

Production of the All-New 2013 Acura RDX Begins in Ohio
EAST LIBERTY, Ohio, March 19, 2012 – Launching its second major new model in only three months, the East Liberty Auto Plant today started mass production of the all-new 2013 Acura RDX. The popular luxury crossover SUV will go on sale at Acura dealerships nationwide next month. Acura dealers, local community leaders and public officials joined associates at the plant today as the first mass-produced 2013 Acura RDX rolled off the assembly line. Also on hand for the line-off event was John Mendel, executive vice president of sales at American Honda Motor Co., Inc. “Acura is a brand for luxury customers who aspire to the highest levels of quality and value, and the East Liberty team is going to play a very important role for us as we move forward with production of this exceptional new Acura RDX,” Mendel said. “We know the East Liberty plant is one of the best in the world, as is evident by your high quality rankings.” Located northwest of Columbus in Logan County, the East Liberty plant was the recipient of a Silver Award from J.D. Power and Associates for its outstanding quality in 2011. The plant will produce the second-generation Acura RDX for the U.S. and export markets, using domestic and globally sourced parts. In December, 2011, the plant launched the all-new 2012 Honda CR-V, America’s most popular SUV in January and February of 2012. The East Liberty Plant is the sole production source for the new Acura RDX and is responsible for manufacturing the majority of Honda CR-V models for U.S. customers. “We are proud to be the exclusive global manufacturer of the luxury Acura RDX,” said East Liberty Auto Plant manager, John Mayberry. “Our associates work hard to exceed the expectations of every customer, and as a team we are committed to producing the best products in the world.” In addition to the finished product, the engines and automatic transmissions for the Acura RDX and Honda CR-V also are made in Ohio, at the Honda of America engine plant in Anna, and at Honda Transmission Mfg. in Russells Point. The Acura RDX also is an important product for domestic suppliers in Ohio and the rest of North America that manufacture parts and components for its production. Overall, approximately 150 suppliers in Ohio and 600 in North America produce parts for Honda’s seven auto plants in North America. Honda’s parts purchases from Ohio suppliers totaled nearly $6 billion in 2011, and $16 billion in North America. The East Liberty Auto Plant began producing automobiles in 1989 and currently employs approximately 2,500 associates.

In addition to the RDX and CR-V, the 1.9-million-square-foot plant also produces the Honda Crosstour for the U.S. and export markets. In a major innovation of its operations, Honda is investing $166 million at the East Liberty Plant. Construction currently is under way on a 155,000-square-foot expansion for new door and instrument panel sub-assembly lines, and for the extension of the plant’s final assembly line. Additionally, construction began last year on a 396,000-square-foot parts consolidation center. This center will significantly reduce fuel consumption and exhaust emissions associated with the shipment of parts to the plant, including CO2 emissions that contribute to global warming. These projects are among the more than $500 million in new capital investments that Honda has announced at its plants in Ohio over the past 16 months.

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April 2012

This is the 20th anniversary of my first column. Sales Moves first appeared in the Charlotte Business Journal on March 23, 1992. The column was an instant success. It soon found its way to Dallas, Atlanta, Denver, Philadelphia, and a bunch of other cities. My column has appeared in more than 250 publications. Mark Ethridge, then-publisher of the Charlotte Business Journal, novelist, Pulitzer Prize winning journalist, and my good friend and supporter, said that publishing Sales Moves was his most impactful marketing decision of 1992. It was the turning point in my career. As a result of the column’s publication, people began to call from all over the country, and still do every day. Newspapers called wanting to publish the column. Readers called to thank me for helping them make sales. I found out that salespeople were hanging my weekly article on the wall in their offices. They were copying the column and passing it around. They were mailing it to friends and coworkers in other cities. They were using the column to lead sales meetings. All of that occurred before the Internet. Times, and publishing strategies, have changed. Drastically. So have lots of sales strategies. This writing is strategic for you to understand what is NOW, and what you have to do to be prepared for NEXT.

A celebration of consistency - A legacy of insight
Think about the early days of tional. URL registration. What kind of Here are the imperatives of fortune could you have made if success for 2012 – and the next you had jumped on it. Did you? 20 years: Many people waited. Too long. 1. THINK. Set aside time to How long did you wait? I was understand and see the big picture, astute enough to get my family and how you fit into it. Alongname, “” You? side of your “to do” list, create a I have been writing for 20 longer list of “to become.” That’s years. For that same amount of where thinking comes from. KEY time, I have asked you to write POINT OF UNDERSTANDING: with me. I know what writing Document as you think. Don’t let does because I live the essence thoughts and ideas escape. Ever. Jeffrey of it. In 1992 you had to rely on 2. ALLOCATE TIME. Time Gitomer print media. Now, you’re your management is passé. Allocate own publishing house. There’s productive use for each hour of the no reason for your voice to be muted, and day. Time management is a waste of time, (through search engines and social media) has no finite measurement, and is confusing. every opportunity to be found. Time allocation says: there are 24 hours in If you’re old enough to have been in the the day. And asks: how will you invest each working world 20 years ago, you have seen one of them? Once you realize you need an many evolutions: cell phone, computer, lap- hour to make follow-ups, an hour to answer top, software, internet, email, wireless con- emails, an hour to do business social menection, the rise and fall of CompuServe and dia, and so on – you now understand where AOL, car phones (remember them?) and the your day goes. There is flexibility to go on rise of China to name a few. appointments, attend meetings, and be with The list below is not a “to do” list. It’s a your family – but “allocation” is a word that “to understand” first and to make a (flexible) resonates and a concept you can control. plan of action second list. To take consistent, 3. ATTRACT. Getting customers to call deliberate actions to create your own suc- you is the real key to convert selling to buycess. These are imperatives for “the now” ing. Writing with valuable messages creates and the near future. Imperatives are not op- attraction (not sitting on a couch manifest-

ing). NOTE WELL: Please don’t confuse this with “prospecting” or “cold calling” – those elements of selling are over. You repel with cold call sales messages that interrupt others. You attract with consistent value messages. 4. ENGAGE. The step after attract is engage. I got you here. Can I keep you here? Why would I want to read, or get involved, or buy? Those answers will lead you to sales. Maybe you need to ask the last ten people that bought. 5. CONNECT. I may buy, but it may be transactional. Is there any reason to stay connected with you? I don’t know your reasons, but I know mine. My customers (like you) want more now and next knowledge. My customers want stuff about them and their success. Yours? Yikes! I’m out of space. To be continued with the rest of the now and soon imperatives. This full two-part article will be prominently displayed on my website after the second part appears next week. Stay tuned – and thank you for your loyalty.
Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email him personally at © 2012 All Rights Reserved. Don’t even think about reproducing this document without written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112

April 2012



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April 2012