John Raithel

John Raithel

John Raithel is president of Colorbar Inc., a company he founded in 2010 that specializes in equipment acquisitions, shop floor management, cost calculations, sales training and plant appraisal services. Before Colorbar, he was president of KBA Canada and senior VP of KBA North America. But many know him from his 16 years at Heidelberg USA, where he served as a field sales representative and used equipment director in Southeast Michigan and Northwest Ohio.

Empathy Is Key to Success

One area that is often overlooked by reps is considering how the purchaser will perceive or feel about the sales visit-feeling empathy.