Chicagoland-Wisconsin ERA Hosts Its First 2019 Educational Event


February 6, 2019
Contact: Neda Simeonova / Communications Director /

Chicagoland-Wisconsin ERA Hosts Its First 2019 Educational Event

The Chicagoland-Wisconsin Chapter of the Electronics Representatives Association (ERA) kicked off 2019 with an informative educational event held on Jan. 18, 2019, at the Rose Garden Cafe in Elk Grove Village, Ill. Nearly 30 chapter members attended the event.

The program featured guest speaker, Byron Holloway, sales engineer at Fralia Company & Associates, who presented, “X-Ray Sales: How to See Through Complex Systems to Understand What You have to Offer.” In his presentation, Holloway demonstrated how to break apart a system into manageable groups to help salespeople better understand what has to be sold based on those groupings.

“The Chicagoland-Wisconsin ERA Chapter is indebted to Fralia Company & Associates (Texas-based rep) for offering Bryon’s time to present his X-Ray Sales session at our recent event. As an application engineer and account manager, Byron used his years of practical experience to create a sales development tool that offers technical reference for any level of salesperson. This tool, using a type of Mindmap software, breaks down complex OEM products to the component level. At various points within the sub-system view, the functionality of that item is described in detail. By referencing this tool prior to meeting with a customer, the salesperson can get an idea of what types of products from his line card he can propose as a solution in advance,” said Chapter VP/ Fiscal & Legal Kingsland Coombs of Control Sales Inc., who helped organize the event.

“Byron’s easy-going presentation style allowed the audience to engage at will, yet he was still able to move forward with his focused content. ERA is fortunate to have members like Bryon who are willing to offer their time and insight,” Coombs added. “The tool will be posted on the ERA website soon and will be available to all ERA members. I recommend that Byron be considered as a breakout session presenter at the 2020 ERA Conference.”

About Chicagoland-Wisconsin ERA
Chicagoland – Wisconsin ERA is a local resource for continuing education programs, networking opportunities, peer discussion groups and an array of services designed to help improve professionalism and profitability. For more information, visit

About ERA
The 84-year-old Electronics Representatives Association (ERA) is the international trade organization for professional field sales companies in the global electronics industries, manufacturers who go to market through representative firms and global distributors. It is the mission of ERA to support the professional field sales function through programs and activities that educate, inform and advocate for manufacturers’ representatives, the principals they represent and the distributors who are reps’ partners in local territories. For more information about ERA, visit