Richard Ochoa is vice president of Alamo Iron Works, a general-line distributorship headquartered in San Antonio.

HOW HAS BUSINESS BEEN LATELY? The business climate in central and south Texas continues to be strong. The price of oil has stimulated new drilling opportunities in the rural areas, and in San Antonio, the construction of Toyota's new "Tundra Truck" facility and the development of other "Tier I" support facilities has created a positive business climate.

WHAT IS THE BEST IDEA YOU'VE IMPLEMENTED IN THE LAST SIX MONTHS? By the use of our proprietary marketing software, we have been able to gain market intelligence that allows us to segment our sales force into separate vertical markets. Armed with these tools, we were able to conduct our first Affiliated Distributors Field Marketing Summit where target customers were identified, and joint action items planned directly with our outside salespeople and supplier representatives

WHAT IS THE BIGGEST ISSUE FACING DISTRIBUTION TODAY? The prevailing trend of increased popularity with reverse auctions and requests for extensive long-term price commitments from our customers, coupled with fuel surcharges, price increases, resin shortages, etc., has created an environment of severe margin compression.

WHEN INTERVIEWING POTENTIAL EMPLOYEES, WHAT IS THE BEST QUESTION TO ASK THEM? An open-ended question that would require them to respond is best. Something simple such as, "What are the reasons you wish to work here?" Their ability to think on their feet, and to communicate effectively, is almost as important as the answer to the question.

IF YOU HAD UNLIMITED RESOURCES, WHAT CHANGE WOULD YOU MAKE IN YOUR BUSINESS? I'd implement the best information system available that would allow us to better manage our inventory and provide timely reporting data. Better and timelier reports would enable us to think and act in a more proactive manner.

WHAT IS THE MOST MISUNDERSTOOD ASPECT OF YOUR INDUSTRY? The value that distributors bring to both our suppliers and our customers.

IF YOU COULD HAVE ANY OTHER JOB IN THE WORLD, WHAT WOULD IT BE? Hmmmmm.....I can't decide between cabana boy for the Dallas Cowboy Cheerleaders or President of the United States!

WHAT'S YOUR GOLF HANDICAP? FAVORITE COURSE? I don't play golf.

IF YOU COULD CHOOSE SOMEONE, LIVING OR DEAD, TO HAVE LUNCH WITH, WHO WOULD IT BE? Jesus Christ

WHAT WOULD YOU ASK THEM? That's between Him and me!

WHERE DID YOU GO ON YOUR LAST VACATION? Las Vegas

NAME A TALENT YOU WISH YOU HAD. There must be something to this "golf thing" so I will go with that.