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Russell cautioned distributors against treating the product as just that-a product. "The biggest challenge is avoiding addressing the product as a commodity," he said. "It can still be addressed as a value-added opportunity by layering it with enhancements. This, however, does become a system sales approach, which
takes more of a time investment, but it generally pays off in margin profitability."
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Brendan Menapace
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Brendan Menapace is the content director for Promo+Promo Marketing.
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