Or, he can bypass us and hotlink directly to a client. That’s the level at which the rates and quotes are generated."

While users have the option of contacting the warehouses directly, a function made particularly easy thanks to AWC’s clickable map interface, most users—particularly those new to warehousing—opt to go through AWC because Jim and his team can provide helpful information about what type of facilities are available and help them find the warehouse that best suits their needs.

This type of value-added service is what helps keep AWC a leader in their industry.

"Many first-time users, for example, aren’t going to know that the facility they’re looking at may specialize in cold storage or storage for HAZMAT materials.

Our involvement with the industry, in addition to marketing and selling, extends to consulting. We consult for the industry and our consultations are free of charge.

People without any knowledge of public warehousing can call us because we can counsel them on what is normal and ethical, what the rules and regulations are, and what to expect when they read a contract."

Currently, the company is conducting a survey to find out what percentage of their client warehouses is online. While most of their communication with the warehouses is handled by fax, Jim hopes that they can soon begin managing all correspondence via email.

Once the results of the survey are in, he’ll have a better idea how quickly he can proceed. As with many of our previous profile subjects, Jim is in the position of being an early adopter of technology in his industry, and he may find that he will be forced to wait for his clients to catch up.

"When our clients tell us that a customer came to them via our web site, we publicize that in our newsletter. We want out clients to know that WE know that they’re getting calls as a direct result of our website or our directory or our trade publication advertising. We call that Intangible Sales.

We were a vehicle for the sale, but the lead did not come directly from us."

"It’s our job to promote our clients, and it’s also our job to promote ourselves and the value-added efforts that we produce for our clients. They know that `hey, there’s every reason to believe that we may not have gotten this inquiry if not for some function that Affiliated did.´"

But cutting edge technology is no substitute for a solid and lasting reputation: "The name Affiliated Warehouse Companies has been on the street for almost 50 years. Some of our clients have been with us for over 40 years. We seek stability. We understand our customers and their needs."

The formula is to know what your customer values, and understand how to create and consistently fulfill the promise that becomes inextricably linked with your identity in the mind of your customers.

Jim warns that businesses like his can never be pure-play dot coms, and for that reason, they should approach their web presence as an extension of their advertising and marketing strategies, rather than looking to the website to generate revenue for the company on its own.

"If you’re using the Internet and nothing else, you’re in for a tough time. Your web site is just a different form of your directory, a different form of direct mail, a different form of trade publication advertising. It’s nothing more than a marketing tool, plain and simple.

What gets us in the door with customers is our integrity, our honesty, and our professionalism."

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