DBL Distributing’s David Lorsch seeks greater online ways to stay in touch with customers

By Gail Kalinoski

BIGGEST MISTAKE AND RECOVERY: About 10 years ago, DBL Distributing printed its catalog without pricing for its dealers so they could have a counter copy to show to customers. “We made a custom copy and the DBL logo was supposed to be stripped, but it hadn’t been stripped off three pages,” Lorsch recalls. “A dealer said he couldn’t use it. I had to refund $15,000 to $20,000. We stopped doing custom jobs.”