Distributors and manufacturers alike have long understood that value to the end user means a lot more than a good product at a fair price with timely delivery. It means problem solving, training, applications engineering and yes, saving them money on the total cost of ownership.

In order to provide value to the end customer, in order to win their business and distinguish ourselves from our competitors, many distributors and manufacturers have developed programs to deliver and document value-added components to the selling cycle. When done right, these types of programs are win-win-win; win for the customer, win for the distributor and win for the manufacturer.

The New American Eagle Awards have been revamped to recognize and reward this ever-growing trend in our industry. The ISA Partnership Enhancement & Awards Committee developed the blueprint for updating the awards process. They reasoned that the vital, significant factor that symbolizes the spirit of the American Eagle Award is capitalism, and as such, the award must reward the capitalist endeavor. Adding value to our customers' bottom line not only helps us stay competitive, but it strengthens and promotes the domestic manufacturing base. It is the reason we are in business, and the very spirit of capitalism.

Restructuring the awards was a natural process for our committee, as the process was not a re-creation. We merely combined two previously separate awards. The Value-Added Partnership Award has been a part of the spring convention since 1999. Our committee, while recognizing the tremendous value of community service, believes that the entrepreneurial spirit is more aligned with creating value for our customers. In short, "doing business" gets billing over "giving back," since the second doesn't happen without the first.

We will, of course, continue to recognize and award those who give back. Leaving "footprints" and making a difference in other peoples' lives is admirable and noble, and it should always be encouraged. Our communities would be a lot less desirable without the voluntary efforts of the generous philanthropic leaders who make up this vital part of our industry. As such, those members should and will be honored.

Another important consideration was the previously difficult American Eagle application process, particularly for small- to medium-sized businesses, which are the majority of our membership. I wonder, how many companies would return home after the fall convention motivated by the American Eagle Award presentation, only to become discouraged by the cumbersome and lengthy application? As the years have worn on, fewer and fewer applications were submitted.

The new application is a concise two-page form requiring only a one-page description of the activities the company performed to qualify for an award. Our committee believes that the qualification process is more inclusive because three of the awards recognize business activities that many of us are conducting as a matter of course. Since more of us are involved in the activities, more of us are qualified to submit an application for an award.

There will be five awards in total, with six recipients. The American Eagle Value-Added Partner Award is a joint award to be granted to a manufacturer and a distributor who work together, and have made an outstanding effort to document cost savings and/or productivity improvements to the end user. The application for this award may be for a single event or an annual program. Winners will receive a stunning crystal American Eagle in front of their peers at ISCON, and be recognized as an outstanding Value-Added Partner throughout the year.

The American Eagle Value-Added Awards consist of two separate awards, one of which will be granted to a manufacturer and the other to a distributor. These awards recognize companies that have made an outstanding effort to document cost savings and/or productivity improvements to the end user. As with the joint award, the application for this award may be for a single event or an annual program. Winners will receive a stunning Steuben Glass American Eaglet.

The American Eagle Corporate Citizen Awards is two separate awards, one of which will be granted to a manufacturer and the other to a distributor. These awards recognize companies who have made an outstanding effort to promote corporate citizenship and/or involvement. The award addresses one or more of the following: community/corporate educational commitment; employee enrichment and involvement; environmental improvement and conservation efforts; and local community involvement. Again, the application for this award may be for a single event or an annual program. Winners will receive a Steuben Glass American Eaglet and a $1,000 scholarship to donate to a student or university of their choice.

I encourage the membership to submit an application. Start planning now for next year. There is already a great tradition with these awards, and your company could be part of it. At the very least, register your company on the newly revised VAP Registry. Your company will be included with other ISA members who have demonstrated their ability to define and document value to end-user customers.

The ISA Partnership Enhancement & Awards Committee has designed this awards program with your company in mind, whether it is large or small. The recognition is there. Now it's up to you to get it.