For the past 28 years, I have been involved in the marketing, promotion and sales of ready mix concrete. In my experience, the ready mix industry's history has been a quest for volume, with profitability taking a back seat. Today we have an opportunity for change. The vehicle is your state ready mix association, and the method is partnering. Partnering has many definitions, but for our purpose we will define it as material suppliers, concrete ready mixed producers, and contractors working together. Their goal is to produce a high-quality finished product for the owner, while making a fair return on the investment. The effectiveness of a cement representative, a ready mix producer, and a contractor jointly making a sales call would be an excellent partering effort. If the project is sold, the partnering continues with a commitment to a quality and profitable job for everyone.