Shining Without the Spotlight

Finding different ways to provide solutions is the key to longevity in the industry today, believes Williams. The IADD, he is convinced, acts as the primary resource for those solutions. He also advises the industry to capitalize on opportunities offered by the Internet. "Start thinking now about how you will differentiate your company in the more impersonal e-commerce market. Are you ready to provide solutions through a computer link, which will put more emphasis on communications and service, without the typical front-line salesperson involved? Can you make it easy for customers to buy from you?"