ERA COLT Online - Section 2 - This is ERA

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History and Organization

It is the mission of ERA to support its members in optimizing the professional outsourced field sales function in the global electronics industry by providing programs and activities that educate, inform and advocate for manufacturers’ representatives and the manufacturers they represent.

The Organization
From ERA’s Chicago headquarters flow the programs, publications and member benefits that respond to your multifaceted needs. A dedicated volunteer cadre of your peers and colleagues guides and oversees the operation of an outstanding professional staff, to respond to your multiple roles as entrepreneur, salesperson and employer while enhancing your well-being and that of the representative function.

ERA’s assertive leadership role in promoting and protecting the function has led to the identification of manufacturers’ representatives as equal partners in the marketing process. ERA gives you a voice. It listens and responds to members and to the forces surrounding you that impact the success of your company.

The Local Chapter
ERA begins where selling begins – in your territory. It is your point of entry for fellowship, networking and idea exchange with other electronics representatives, as well as impacting the industry as a whole. Chapter meetings and activities provide programs of timely interest, plus an ideal environment for profitable interface with customers, principals and peers. Delegates from each chapter constitute the national governing structure of ERA, carrying your message to headquarters, government and industry.

The Marketing Group
Recognizing the varying market dynamics of different sectors of the electronics industry, ERA is organized into nine marketing groups: Communications; Components; Computer; Consumer Electronics; Electronic Systems Integration; Instrumentation; Materials, Assembly & Production; RF/Microwave; and Semiconductors.

You choose the ERA marketing group (or groups) with which you want your company identified. (Your principals are eligible to join ERA marketing groups as Manufacturer Members.)

The marketing group structure helps assure the direct relevance of your ERA participation. You gain valuable contacts, exchange ideas with peers and with manufacturers, share experiences and contribute toward your own professionalism and that of your colleagues.

Manufacturer Member participation gives you the opportunity to network with principals and prospective principals in joint programs centered on mutual interests in your market niche.

In October of 1935, a small group of radio parts representatives gathered in New York City to share experiences and exchange ideas and knowledge about the still-developing industry. This momentous meeting led to what has become today’s Electronics Representatives Association. The representatives, who held that first meeting in the office of D.R. “Danny” Bittan, decided to call their organization “The Peddlers.” By the following month, more than 32 representatives gathered at the Hotel Edison in New York to elect the association’s first officers: President Jack Price, Vice President Earl Dietrich and Secretary/Treasurer Dave Sonkin. At this time, the name “The Peddler’s was deemed rather unsophisticated for a group of professional salesmen, and a new name, “The Representatives of Radio Parts Manufacturers’ ” was adopted.

By 1936, membership had grown to 78, and plans were initiated to establish “chapters” or”sections” in leading cities throughout the country. During these early days, the association established its bylaws and initial objective — “To create a spirit of mutual respect, esteem and cooperation among its members and the radio and allied industries” — paving the way for the future.

Unlike many similar organizations, ERA endured throughout the years of World War II, thanks to the guidance and perseverance of its leaders, namely then-president Sam MacDonald. During the latter half of the 1940s, the office operation of the association was moved from New York to Chicago. At this time, the first staff members were hired to help the Industry Relations Committee publish directories and send mailings to industry members. And in 1948, the first Representor newsletter was published as a service to both the membership and the radio-parts industry.

The 1950s was a critical period in ERA’s development. In 1953, membership in ERA changed from an individual basis to a company basis, and in 1954, the association adopted its first official Code of Ethics. During this time, ERA officially became a professional trade association, rather than a semi-social group. Also during this decade, the first, full-time executive director was hired to manage the affairs of the national operation. In 1958, the association changed its name to the Electronics Representatives Association.

As ERA has continued to grow with progressive programs, so has its role as a functional group in the electronics industry. Many of ERA’s most successful programs serve to bring the rep to a closer working relationship with manufacturers and distributors. These programs include the expansion of the Lines Available service, the restructuring of the ERA Insurance Trust, the development of educational and industry seminar programs, the restructuring of the national offices to include product group vice presidents, and increased involvement in the participation of ERA on trade show boards.

Today, more than 80 years after that first meeting in New York City, the association has seen revolutionary developments in the electronics industry, many of which ERA itself was instrumental in bringing about. The Electronics Representatives Association has undergone countless changes in its history, but it has retained the original spirit and objectives of its founding.

The Electronics Representatives Association was established to serve electronics representatives, manufacturers, customers and their industry and to foster interaction in a professional and productive manner. To that end, this Code of Ethics has been adopted by all ERA representative members.


Representatives will conduct themselves and their businesses in a professional and honorable manner that reflects credit upon themselves, the manufacturer, customer, association, other manufacturers’ representatives and the entire industry.


Representatives will respect and honor the negotiated contracts of principals represented. They will refrain from deception or misrepresentation of any price or product, or concealing pertinent facts. They will give the same service to customers and principals that they expect from their own organization.


Representatives will support the efforts of our colleagues, chapters and international association to set standards for our profession through example, education and training to promote and protect the free enterprise system.


Whereas it is acceptable and routine for manufacturers’ representatives to advertise and promote their capabilities, a representative should refrain from soliciting manufacturers with the objective of encouraging a principal to break a contractual relationship with another representative.


A representative shall not directly or indirectly solicit the services or affiliation of an employee of another representative without proper notice to the other organization.


Representatives will respect the confidentiality entrusted to them by principals, distributors, customers and fellow representatives.

Leadership, Staff and Industry Experts

Chairman of the Board
Dan Parks, CPMR
West Electronic Solutions
Costa Mesa, CA

Senior Vice President/Industry
Bob Evans, CPMR
EK Micro
Rolling Meadows, IL

Manufacturer Delegate
Ken Bellero
Schaffner EMC
Edison, NJ

David Norris
Norris & Associates, Inc.
Hingham, MA

Senior Vice President/Membership
Kathie Cahill, CPMR
Net Sales Company
Victor, NY

Distributor Delegate
Chris Beeson
Digi-Key Electronics
Thief River Falls, MN

Senior Vice President/Fiscal & Legal
Chuck Tanzola, CPMR
Fusion Sourcing Group, Inc.
Ithaca, NY

Senior Vice President/Education
John O’Brien, CPMR
Coakley Boyd and Abbett Inc.
Framingham, MA

Walter Tobin
Chicago, IL

ARIZONA – Cameron English, English Technical Sales Southwest
CAROLINAS – Bruce Scoggin, CPMR, Electro -Rep Assoc., Inc.
CHESAPEAKE – Steve Cooper, Cover 2 sales, Inc.
CHICAGOLAND – WISCONSIN – Jeff Huntsinger, Huntsinger Group, LLC
DIXIE – vacant
FLORIDA -SUNSHINE – Pat Walsh, CBX Electronics
MICHIGAN – Matt Cohen, CPMR, CC Electro Sales
MID-LANTIC – Allan Stitzer, Stitzer Co., Inc.
MINNESOTA – Brad Butler, EI Sales Company

NEW ENGLAND – John Hutson, CPMR, MacInnis Group
NEW YORK – John Beaver, GSA Optimum
NORTHERN CALIFORNIA – Hugh Shyba, Westech Associates
OHIO – David Gassman, CPMR, CC Electro Sales
PACIFIC NORTHWEST – George Alecci, Halco, Inc.
ROCKY MOUNTAIN – Jim Beam, Component Technology, Inc.
SOUTHERN CALIFORNIA – Doug Johnson, O’Donnell South, Inc.
SOUTHWESTERN – Jim Moore, Fralia Company & Associates,Inc.
SPIRIT OF ST. LOUIS – Mike Long, Seltec Sales

Communications (COM) – (open)

Components (CM) – Bob Evans, EK Micro

Instrumentation, Automation & Controls (IN) – Tom Diercksmeier, CPMR – Vic Myers Assocs., Inc.

Computer (CP) – (open)

Materials, Assembly & Production (MAP) – Troy Gunnin, Sun Rep

Consumer Electronics (CE) – Mike Pecar, CPMR – Mike Pecar Sales, L.L.C.

RF/Microwave & Wireless (RF) – Michael Harris, E.G. Holmes & Assoc.

Electronic Systems Integration Group (ESIG) – Gary Ponto, CPMR, GP Marketing, Inc.

Semiconductors (SEMI) – Craig Anderson, CPMR, Sumer, Inc.

Walter Tobin

Tess Hill
Conferences and Special Projects Coordinator

Karin Derkacz
Admin Assistant
Operations Manager

William R. Warfield
Director of Finance

Neda Simeonova
Communications Director

Stephanie Tierney
Chapter Management
Social Media Coordinator

Katherine Green
Web Administrator
Database Director
Digital/Print Publishing

ERA provides all members access to industry experts through the Expert Access program. One-hour, free phone consultations are available to ERA members for legal, tax, professional field sales, insurance, management and personnel recruitment advice from ERA’s team of rep-savvy consultants.

To view the current list of Industry Experts, click here.