The MHEDA Journal - Fourth Quarter, 2018 - 25

INTEGRIT Y LIF T

"In 2009 we were four people. We
had the two technicians, so we had
the service component and some used
equipment," says Jeff. "We grew into
the rental aspect of things eventually.
The two most recent things we've
done are that we got into the tire business with a mobile press truck, and
then we picked up the HELI forklift
line. That's all within the last year
and a half."
A trend that has emerged across the
material handling industry is the desire
of customers for a one-stop-shop.
Integrity has seen that within their
own customer base and has adapted
to fit the bill.
"Customers don't want to have to
call multiple suppliers," he says. "In
the past, there has always been the
tire guy in any city. And then there
was the forklift guy. Now it's kind
of where the forklift guy needs to be
the tire guy. People don't want to cut
two PO's. They want to deal with one
person. So we're a full service dealer
now, all brands, all makes, all models,
aerial equipment, scrubber sweepers.
We do it all."
As the company has grown to
become that full service dealer, it has
had to grow its employee base as well.
This has been a juggling act, as part
of the company's success is that it's
a small family-owned and operated

business. The company has had to keep
that small company vibe while also
growing to be large enough to handle
the larger customer-base. And for an
extra challenge, they've had to grow
their technician base in an industry
starving for new technicians in the
automotive capital of the world.
"It's been a challenge," Jeff says.
"But we've been fortunate. Our name
in the city has become very good.
Mechanics have started coming to us
from some of the bigger companies. A
common thing we heard is that they felt
like just a number at the bigger companies. They wanted to feel like they had
a voice and could make a difference.
Today we have 14 road technicians
and each one brings their own flavor to
the job. We have guys who specialize
in certain brand products but they all
help each other. The culture is that they
all talk to each other continually. It's
been amazing how much they cooperate with each other. We've been lucky
to find people willing to do that."

Strong Culture
That culture of cooperation extends
beyond the road techs throughout the
entire company. The company's mission statement says that, "Integrity
Lift provides material handling solutions through communication, execution and Integrity." As a family-owned

business, that culture starts right at the
top and shows through at every level
of the organization.
"It sounds a little corny but it's really
our customer service," says Jeff when
asked about how the company has been
able to grow as quickly as it has. "I was a
National Accounts Manager at an OEM,
so I've seen a lot of big dealerships in
my time. And one of the problems with
the bigger dealerships is that they start to
lose the ability to service each customer
as thoroughly as they used to. My theory
was always that if we can keep the right
size and we stay involved by bringing
the right culture to the company, customers will come. That's always been
our driver."
While they service the forklift industry, the Carnahan's have always considered themselves first and foremost
in the people business.
"If you grow people and give them
the tools they need and an environment
where they are encouraged to make decisions on an every-day basis without the
fear of getting in trouble, they can thrive.
No decision is a wrong decision. If you
make a mistake, we can learn from it
but don't be afraid to make a decision."

Adapting to the New Normal
As customers have increasingly
turned to the Internet as their first
stop in the buying process, Integrity
The MHEDA Journal | Fourth Quarter 2 018

25



The MHEDA Journal - Fourth Quarter, 2018

Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2018

Chairman’s Perspective
From the Desk of Liz Richards
Editor’s Note
MHEDA Learning Management System
Ask Your Board
MHEDA Member Profile
@Work
Women In Industry
Industry Pulse
2019 Material Handling Business Trends
Defining MHEDA’s 2019 Material Handling Business Trends
10 Years Of Material Handling Trends
Using Virtual Reality to Enhance Forklift Operator Training
Sales Success Stories
Women In Industry Conference
You Are Safe
Bank To Thanks
Be Bold
DiSC – Little Things Mean a Lot
Leading Change: The New Management Imperative
The Importance of Your Online Presence
Spotlight on Association News
New Members
MHEDA Milestones
Index to Advertisers by Product Category
Index to Advertisers Alphabetical
The Last Word
The MHEDA Journal - Fourth Quarter, 2018 - Intro
The MHEDA Journal - Fourth Quarter, 2018 - cover1
The MHEDA Journal - Fourth Quarter, 2018 - cover2
The MHEDA Journal - Fourth Quarter, 2018 - 3
The MHEDA Journal - Fourth Quarter, 2018 - 4
The MHEDA Journal - Fourth Quarter, 2018 - 5
The MHEDA Journal - Fourth Quarter, 2018 - 6
The MHEDA Journal - Fourth Quarter, 2018 - 7
The MHEDA Journal - Fourth Quarter, 2018 - 8
The MHEDA Journal - Fourth Quarter, 2018 - 9
The MHEDA Journal - Fourth Quarter, 2018 - 10
The MHEDA Journal - Fourth Quarter, 2018 - Chairman’s Perspective
The MHEDA Journal - Fourth Quarter, 2018 - 12
The MHEDA Journal - Fourth Quarter, 2018 - From the Desk of Liz Richards
The MHEDA Journal - Fourth Quarter, 2018 - 14
The MHEDA Journal - Fourth Quarter, 2018 - INSERT3
The MHEDA Journal - Fourth Quarter, 2018 - INSERT4
The MHEDA Journal - Fourth Quarter, 2018 - Editor’s Note
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Learning Management System
The MHEDA Journal - Fourth Quarter, 2018 - 17
The MHEDA Journal - Fourth Quarter, 2018 - Ask Your Board
The MHEDA Journal - Fourth Quarter, 2018 - 19
The MHEDA Journal - Fourth Quarter, 2018 - 20
The MHEDA Journal - Fourth Quarter, 2018 - 21
The MHEDA Journal - Fourth Quarter, 2018 - 22
The MHEDA Journal - Fourth Quarter, 2018 - 23
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Member Profile
The MHEDA Journal - Fourth Quarter, 2018 - 25
The MHEDA Journal - Fourth Quarter, 2018 - 26
The MHEDA Journal - Fourth Quarter, 2018 - @Work
The MHEDA Journal - Fourth Quarter, 2018 - 28
The MHEDA Journal - Fourth Quarter, 2018 - Women In Industry
The MHEDA Journal - Fourth Quarter, 2018 - Industry Pulse
The MHEDA Journal - Fourth Quarter, 2018 - 31
The MHEDA Journal - Fourth Quarter, 2018 - 32
The MHEDA Journal - Fourth Quarter, 2018 - 2019 Material Handling Business Trends
The MHEDA Journal - Fourth Quarter, 2018 - Defining MHEDA’s 2019 Material Handling Business Trends
The MHEDA Journal - Fourth Quarter, 2018 - 35
The MHEDA Journal - Fourth Quarter, 2018 - 36
The MHEDA Journal - Fourth Quarter, 2018 - 37
The MHEDA Journal - Fourth Quarter, 2018 - 10 Years Of Material Handling Trends
The MHEDA Journal - Fourth Quarter, 2018 - 39
The MHEDA Journal - Fourth Quarter, 2018 - 40
The MHEDA Journal - Fourth Quarter, 2018 - 41
The MHEDA Journal - Fourth Quarter, 2018 - 42
The MHEDA Journal - Fourth Quarter, 2018 - 43
The MHEDA Journal - Fourth Quarter, 2018 - 44
The MHEDA Journal - Fourth Quarter, 2018 - 45
The MHEDA Journal - Fourth Quarter, 2018 - 46
The MHEDA Journal - Fourth Quarter, 2018 - 47
The MHEDA Journal - Fourth Quarter, 2018 - 48
The MHEDA Journal - Fourth Quarter, 2018 - 49
The MHEDA Journal - Fourth Quarter, 2018 - INSERT1
The MHEDA Journal - Fourth Quarter, 2018 - INSERT2
The MHEDA Journal - Fourth Quarter, 2018 - 50
The MHEDA Journal - Fourth Quarter, 2018 - 51
The MHEDA Journal - Fourth Quarter, 2018 - Using Virtual Reality to Enhance Forklift Operator Training
The MHEDA Journal - Fourth Quarter, 2018 - 53
The MHEDA Journal - Fourth Quarter, 2018 - Sales Success Stories
The MHEDA Journal - Fourth Quarter, 2018 - 55
The MHEDA Journal - Fourth Quarter, 2018 - 56
The MHEDA Journal - Fourth Quarter, 2018 - 57
The MHEDA Journal - Fourth Quarter, 2018 - 58
The MHEDA Journal - Fourth Quarter, 2018 - 59
The MHEDA Journal - Fourth Quarter, 2018 - 60
The MHEDA Journal - Fourth Quarter, 2018 - 61
The MHEDA Journal - Fourth Quarter, 2018 - 62
The MHEDA Journal - Fourth Quarter, 2018 - 63
The MHEDA Journal - Fourth Quarter, 2018 - 64
The MHEDA Journal - Fourth Quarter, 2018 - 65
The MHEDA Journal - Fourth Quarter, 2018 - Women In Industry Conference
The MHEDA Journal - Fourth Quarter, 2018 - 67
The MHEDA Journal - Fourth Quarter, 2018 - 68
The MHEDA Journal - Fourth Quarter, 2018 - 69
The MHEDA Journal - Fourth Quarter, 2018 - You Are Safe
The MHEDA Journal - Fourth Quarter, 2018 - 71
The MHEDA Journal - Fourth Quarter, 2018 - Bank To Thanks
The MHEDA Journal - Fourth Quarter, 2018 - 73
The MHEDA Journal - Fourth Quarter, 2018 - 74
The MHEDA Journal - Fourth Quarter, 2018 - Be Bold
The MHEDA Journal - Fourth Quarter, 2018 - 76
The MHEDA Journal - Fourth Quarter, 2018 - 77
The MHEDA Journal - Fourth Quarter, 2018 - DiSC – Little Things Mean a Lot
The MHEDA Journal - Fourth Quarter, 2018 - 79
The MHEDA Journal - Fourth Quarter, 2018 - 80
The MHEDA Journal - Fourth Quarter, 2018 - 81
The MHEDA Journal - Fourth Quarter, 2018 - Leading Change: The New Management Imperative
The MHEDA Journal - Fourth Quarter, 2018 - 83
The MHEDA Journal - Fourth Quarter, 2018 - 84
The MHEDA Journal - Fourth Quarter, 2018 - 85
The MHEDA Journal - Fourth Quarter, 2018 - 86
The MHEDA Journal - Fourth Quarter, 2018 - 87
The MHEDA Journal - Fourth Quarter, 2018 - The Importance of Your Online Presence
The MHEDA Journal - Fourth Quarter, 2018 - 89
The MHEDA Journal - Fourth Quarter, 2018 - 90
The MHEDA Journal - Fourth Quarter, 2018 - 91
The MHEDA Journal - Fourth Quarter, 2018 - 92
The MHEDA Journal - Fourth Quarter, 2018 - Spotlight on Association News
The MHEDA Journal - Fourth Quarter, 2018 - New Members
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Milestones
The MHEDA Journal - Fourth Quarter, 2018 - Index to Advertisers by Product Category
The MHEDA Journal - Fourth Quarter, 2018 - Index to Advertisers Alphabetical
The MHEDA Journal - Fourth Quarter, 2018 - The Last Word
The MHEDA Journal - Fourth Quarter, 2018 - cover3
The MHEDA Journal - Fourth Quarter, 2018 - cover4
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