> What gets measured, gets done
EXECUTIVE COMMENTARY
Walter Tobin, ERA CEO
by Walter E. Tobin, ERA CEO
So, here we all are in our new and different venue at EDS — Resorts World! It is such a wonderful property, shiny and bright, with plenty of outside light and windows — a rarity in Vegas, I am told, where there are typically almost no clocks or windows to let folks know the time of day.
Our attendees cannot be fooled. They all know the day/hour/minute of their time at EDS. The investment in both time and treasure that each attendee makes to participate at EDS makes it critical that every second is productive.
Many of you had been asking for EDS to look at a new venue after several years at the Mirage. Even though this new venue was dropped into our laps late in the game, we will all be pleasantly surprised at the newness and freshness of the venue; more restaurants, more places for breakfast/lunch, a Starbucks…and windows!
When EDS Show Management was informed that the Mirage was not able to accommodate our 3,000-plus attendees, it sprang into action and sought out another property that could accommodate us in an unheard-of lead time of 90 days! Most conferences like EDS are booked 2-3 years out into the future. Your EDS team was able to find and contract with Resorts World in 45 days!
Some of us may have run into a few logistical issues as EDS Show Management helped the Resorts World property navigate their way into managing EDS. Our show has some unique nuances: the need of suites for meetings; finding hotel rooms for 3,000 attendees, providing security for the show, helping our attendees with lunch and dinner reservations and last-minute requests due to the fast pace of EDS.
I applaud both EDS Show Management and Resorts World for making EDS 2024 a reality! We are truly lucky to even have EDS this year due to the short timelines and huge logistics required to put on this great show.
I expect that there may still be a few “learning curve” issues while here. Let’s all try to be a bit patient with both EDS Show Management and Resorts World. A new venue will always mean some challenges — but let us help them so they can help us.
Here are some of my takeaways from the annual ERA Conference held in Austin on Feb 25–27:
• The thirst for knowledge from our attendees remains insatiable! We had a total of 14 hours of educational content at our general sessions and unique breakout sessions over two days and, based on the results of the post-conference survey, they wanted more!
• The economic climate remains somewhat uncertain with excess inventory rapidly coming down, and a hopeful return to a positive book-to-bill ratio. However, our attendees remain bullish on the overall electronics segment asking: “What other industry would you rather be in? None!”
• Finding, interviewing, hiring, onboarding and keeping early-career individuals remains a high priority with all of our company attendees. We must continue to “restock the pond” in order to have our companies remain viable in the future.
• Artificial intelligence—boy, did we talk about AI! There were two sold-out sessions on AI. Our attendees just cannot get enough of it. Now, all of us need to learn how to use it to grow our businesses and remain ahead of our competition.
• Data. We are swimming in data. But what good is it if it is not current and in a usable format? How can we use the reams of data in NBOs, POS, leads and quotes to monitor and drive our companies?
• Our procurement and engineering customers have changed forever! But have we? Do we know how they want us to interact with them versus how we want to interface with them? When all else fails, listen to the customer. They are your True North—listen to them.
• Succession plans. Does your organization have a succession plan in place? Do your employees know what it is? There was so much to absorb and all of us left Austin upbeat and perhaps better equipped to face the future. But we need to take action now on what we’ve learned. As the saying goes, “What gets measured, gets done.”
What will you be measuring at EDS and during 2024?
Inquiring minds want to know, and your manufacturers, reps, distributors, customers and employees need to hear from you. Do not make them guess. They may guess wrong and cost you a manufacturer, key employee or customer.
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Manufacturing data reports from the Institute for Supply Management (ISM) are released at the beginning of every month and can be accessed at ISM. The 
> Mark your calendars! The All-Industry Kickoff Reception returns for 
> 
> ERA is proud to be counted among the many exhibitors that will attend electronica 2024, a premier international electronics industry tradeshow and conference in Munich that will bring together companies from more than 50 countries, from Nov. 12-15.
> ERA is ready to see you all at the EDS Summit in one month at Resorts World in Las Vegas! ERA’s Business and Hospitality Center will be located in the EDS Connections Cafe, which will be in the Lily Ballroom, Level Two at Resorts World. Make ERA your first stop to pick up your ERA Member ribbon, say hello to colleagues and ERA staff, and pick up an EDS Lines Available Bulletin. Use the ERA Business Center for small meetings, refreshments, networking and recharge time!
> Manufacturers: Submit your entry for the 2024 EDS Lines Available bulletin to showcase your company product line to all ERA member firms and member reps visiting the ERA Business and Hospitality Center at the EDS Summit. (Note: You do not need to attend EDS to be included in the Lines Available bulletin.)
RA Manufacturers’ Rep Toolkit has been updated with the latest resources and has a brand new look!
> ERA is now accepting reservations for ad space in the Spring 2024 issue of The Representor! This issue will be bonus-distributed at the 2024 EDS Summit and will feature a special EDS advertising insert in the middle of the magazine. ERA is once again offering special discounted ad rates for this EDS special section for members! 
The Electronics Representatives Association (ERA) White Pin Group announces that Zach DeVillers, CPMR, CSP, of Brainard-Nielsen Marketing is the 2023 recipient of the Jess Spoonts ERA White Pin Scholarship Award. DeVillers will receive a $1,000 grant that can be used to fund continuing education as a professional manufacturers’ representative.
The Electronics Representatives Association (ERA) is pleased to announce that Bryan White, CPMR, president, Catalyst Unity Solutions, is the 17th recipient of the Ray Hall Spirit of ERA Award.
> Accessing the customer
FROM THE TOP
by John O’Brien, CPMR
ERA Chairman of the Board
Sometimes, it gets difficult to come up with ideas for my articles, so I’ll reach out to others in the industry to see what’s on their minds. Two early career professionals gave me inspiration for this article’s timely topic. I broached this topic back during COVID-19 and thought it would be a good idea to see where we are now. In general, talking to a lot of salespeople, the face-to-face meeting is getting increasingly difficult to confirm.
We’ve all faced it: we have a principal coming into town and the sales team is having difficulty filling time slots for in-person visits.
As the work market has shifted, so has access to customers. Almost all customers are doing some percentage of remote work. While we’ve seen a small swing in companies requiring people to come back to the office, it is not full-time, nor is it always on a particular schedule. Therefore, accessing these customers can become a logistical nightmare. How do we coordinate their availability with our travel timing?
Also, in a down market, companies may have started cutting back on employees, causing those left to pick up the duties vacated by someone’s departure. Customers are doing more with less people. Their time is being managed by their superiors and in order to get some of that precious time, we need a compelling story. How do we get access to that time they do have?
We have found that it is more critical than ever to be able to articulate our need for a meeting with the customers. Answer the question, “Why do I need to meet with you?” There are a number of methods I’ve found that can help pave the way:
1. By understanding the customer’s drivers, you can tailor your approach to helping them meet their goals. It may sound pretty basic but just asking them, “What are you trying to accomplish and how can I help you get there?” is an easy way to start.
2. Have a detailed agenda and stick to it. We have found that especially with engineers, if we can provide a detailed agenda, they can run it by their management and likely get a sign-off to attend.
3. Don’t be afraid to go offsite. Using a coffee shop or restaurant close to where the customer works remotely can be very successful.
Our principals pay us for access and influence. We need to be able to access the customer’s decision makers. Nowadays, that means on the customer’s terms, but it’s still critical we can gain access to them. Influence is our ability to entice our customers to utilize our products. Again, that’s where the prep work becomes critical. The prep work enhances our ability to articulate our principals’ products and influence the customer’s use of them. I’ve said it before and will say it again: Our preparation is the key to accomplishing both.
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