Second Quarter 2010 Contents

The Rules Have Changed
The last two years have been a wake-up call for many people in the material handling industry. In many cases, the economic slump has caused less purchasing, extended payment cycles, and even bankruptcies and closings.

So What Do You Do Now?
From 2002 until 2008, capital was easy to obtain, growth rates were consistently up and the best way to predict the future was to look at the past. There was much discussion about risk, but there was a clear herd mentality at play. Imitating others seemed like the right path to take.
By J. Michael Marks

MHEDA MEMBER PROFILE

A.J. Jersey Is Poised For The Future
New Jersey-based lift truck dealer expands on family-built foundation.

EXECUTIVE PROFILE

Setting the Pace
Market research manager makes things happen for Wisconsin Lift Truck.
By Kristin Carey

BEST PRACTICES

Break Through The Monkey Traps
Tips to foster a “winning streak” mentality
By Peter McLaughlin

SALES AND MARKETING

Integrating Marketing Into Your Organization
Tips and strategies to help you promote your company
By Barry Lauterwasser

Know More Selling
Research, the “fourth R,” is the key to selling in today’s environment.
By Sam Richter

Value-Added Selling
Is it the correct go-to-market strategy for your company?
By Tom Reilly

TECHNOLOGY ADVISORY

Control Your Future
Web site strategies to create a positive customer experience
By Steve Smith

INDUSTRIAL TRUCKS

Beware Fuel Cell Lift Trucks
Considerations before suggesting hydrogen fuel cells to customers
By Dan Dwyer

Fuel Cells Provide End-User Benefits
Hydrogen fuel cells are a good choice for large forklift fleets.
By Warren Brower

MONEY MATTERS

The Cost Of Goods Not Sold
To understand what happens in finance, sometimes it is important to understand what didn’t happen.
By Albert D. Bates, Ph.D.

Minimize The Impact Of Customer Bankruptcies
Don’t let this economic black hole melt down your receivables.
By Steven Gan

HUMAN RESOURCES

Flex Your Services With A Flexible Workforce
Strategies for utilizing contract employees
By John Cressey

ANNUAL CONVENTION RECAP

Revisit Marco Island with theMHEDA Convention Connection

• Day 1 • Day 2

• Day 3• Day 4

Exhibitors’ Showcase Guide