About Us

Dale P. Guenther's expertise has been honed over thirty years as Co-Owner of Lincoln Contractors Supply, Inc. In Milwaukee, Wisconsin. For twenty-three years of those years, Dale served as Vice President. In this capacity, he was accountable for marketing efforts for this company specializing in the sale and rental of construction equipment; one of the most recognized and respected companies in the industry in North America. He purchased light construction equipment, power tools, and many lines of industrial diamond products and supplies; he was extensively involved in the pricing structure for the majority of inventory. He laid out showrooms to facilitate customer flow and increase sales. Dale also successfully negotiated exclusive product lines for his company whenever available.

Guenther developed numerous contacts and relationships with manufacturers and distributors throughout North America, working extensively with inventory control and liquidation, product mixes and pricing structures. Dale also worked with manufacturers during mergers and acquisitions for input on product capabilities, as well as product launches and promotions, in addition to feasibility discussions about future trends and marketing.

He also managed the inside sales staff at seven branches, later hiring an Inside Sales Manager when branches grew to twelve. He aggressively provided and pursued employee training through internal and external sales meeting and events.

In 1995 Dale began running loyalty and incentive programs for customers and sales staff, awarding drive-away vacations and miles for purchases that were applied to redeem premiums. Over 2,500 customers participated in the program. Dale developed and maintained professional relationships with customers; organized events. He also coordinated the annual open houses in all branches.

Guenther was on the cover of three national trade magazines; feature topics pertained to marketing styles and ideas. Dale's marketing efforts included compiling a fifty to sixty page full-color brochure for delivery to approximately 12,000 customers five times yearly. He also oversaw and coordinated single page flyers and numerous other promotional items to showcase various product lines.

Dale served on national advisory boards to include Soff-Cut International, Inc. Norton Construction Products, Loyalty Works, Inc., David White Company and Construction Distribution
Magazine. In 1998, Dale served as President of STAFDA - Specialty Tools and Fasteners Distributors Association, an
international trade association consisting of over 3,000
distributors, manufacturers and manufacturer's representatives.