RISING STARS: Jen Angelo Smith

Jen Angelo Smith
Field Sales Engineer
SJ Associates

To gain better insight into how early career professionals in the electronics industry have turned challenges into opportunities to ensure continued growth, The Representor interviewed Jen Angelo Smith, field sales engineer at SJ Associates. She shared what she finds rewarding and frustrating about the rep business, from a Millennial perspective.

Please tell us a little bit about yourself, personally and professionally.

I grew up in Doylestown, Pa., and graduated from Lehigh University in 2016 with a B.S. in Bioengineering. In college, I was a fellow in the Lehigh TRAC program (Technology, Research, and Communication), which focused on supporting the advancement of technology and communication skills among students on campus. I started at SJ Associates as a field sales engineer right after graduation, first covering the Northern New Jersey market before moving to the Philadelphia market in 2019. Now I am a junior partner in the firm, along with four other associates with 5+ years at SJ. I currently live in Yardley, Pa., with my husband and 2-year-old daughter.

What are some things you enjoy outside of the workplace?

My favorite days are spent with my family. Having a toddler, even the simplest things are exciting because we get to see her learn and grow from every experience. We love to travel, ride bikes and go for walks around our neighborhood.

How long have you been an ERA member and how long in the rep business?

SJ has been involved with ERA for many years and I’ve been involved since I started at SJ in 2016. This February, I attended my first ERA conference and presented on a panel with my SJ colleagues! I joined the rep business right after college eight years ago. Even since starting my career in 2016, the industry has changed so much and I value being part of an ever-changing, adaptive industry.

What have you found to be the most rewarding about the rep business?

Starting at SJ, I was told that design cycles can take 18-24+ months. Being eight years in, I find it rewarding to have been through many design cycles with customers and to be the first person they call when they are starting new designs.

Briefly describe your rep firm.

SJ Associates represents leading manufacturers offering a broad variety of semiconductors and other electronic components. SJ has been in business since the 1950s and covers the Northeast from Maine to Virginia. We have 18 FSEs, 12 of whom are what we call “Zillennials” (Millennials or Gen Zs). SJ’s “Zillennial” strategy was started to develop the next generation of rep owners and to best serve the next generation of customers. We say: “The next generation for the next generation.”

What recent innovations, best practices and/or changes has your firm made?

Besides our Zillennial strategy, which also offers company partnership to those excelling after 5+ years, SJ is excited about our advancements in data analytics and digital marketing to reach a broader customer base. SJ’s homegrown CRM allows us to customize needs, connect with principal CRMs for data exchange and run our digital marketing engine. In the digital marketing realm, we can customize specific engineers’ interests in CRM and personalize content to target the right contacts during digital email blasts, which are developed by our inhouse digital demand creationist. In terms of business development efforts, we can use a more targeted approach to sharing technologies and resources with our customer base. We develop template emails and can send them to contacts with a single click from the CRM.

What is something challenging about the rep business that you are hoping you can positively influence over time?

One of the most concerning issues in the representative business is how principals tend to shift their approach as customer business grows. Initially, when developing a new customer and the business is still small, principals are generally supportive and appreciative of the representative’s efforts. However, as business with certain customers starts to grow significantly, it becomes counterintuitive to see principals express concerns about maintaining control over the customer relationship, often wanting to engage directly. This shift is usually driven by financial decisions made by resources at the principal who are not closely involved in the sales process, which can undermine the strong relationship the rep has built with the customer.

The challenge is to educate principals on the long-term value that representatives bring to the relationship and to work together to find solutions that keep the rep involved, regardless of how large the customer becomes. This would benefit both the principal and the rep, as the trust and rapport developed by the rep should continue to be leveraged, even as the business scales.

What have you learned and/or what contacts have you made through ERA that have had the greatest positive impacts on you and/or your business?

Attending the ERA conference in February 2024 was a great experience. I found the networking opportunities to be so valuable! As one of the main “recruiters” at SJ, I’m always interested in how other reps, as well as manufacturers and distributors, hire young talent. Sharing our expertise with hiring and learning how others are successful is beneficial on both sides. I also have been able to connect with other young women in the industry, which has been a really good way to build a support network. We can relate professionally and socially, and I’m lucky to have these great connections!

What is one interesting fact that people may not know about you?

I’m expecting my second child, a baby boy, in early November!