Spring 2025 – ERA XCOM Digest

Transparency in electronics components sales

By Cameron English, CPMR, ERA SVP of Industry

In today’s interconnected world, the sale of electronic components has evolved significantly. What was once a process rooted in face-to-face transactions or phone calls has become increasingly reliant on digital platforms, where buyers and sellers engage through websites, online catalogs and virtual marketplaces. While this digital shift has brought immense convenience, it has also introduced new challenges, particularly regarding transparency in accessing information and contacting organizations. As the industry grows, ensuring transparency in these areas has become crucial for building trust, improving efficiency and enhancing customer satisfaction.

Lack of access in our components industry

Have you ever tried to reach out to a product technology representative through a manufacturer’s website, only to encounter a chatbot that leaves all your technical questions unanswered? This is a situation I’ve come across more than once. Recently, I’ve noticed that many representatives’ websites don’t even list the actual names of the manufacturers they represent on their websites. Why is that? Is there really so much paranoia about competitors reviewing your line card and potentially stealing your clients? Are you that vulnerable? In my experience, if a competitor can swoop in and take your line just by calling your suppliers, the issue isn’t with competition— it’s with deeper-rooted challenges within your business.

For manufacturers that work with representatives, why do you withhold the list of reps by location or geography? By not displaying this information, you’re limiting your customers’ access to essential product knowledge and support. For those manufacturers who do share this information—kudos to you.

For those who do not share this information, let’s take a moment to imagine what it’s like for a customer trying to get information about your products or technology. What does their process typically look like? See Figure 1.

Figure 1.

This entire process could be better optimized if representatives and manufacturers made a concerted effort to communicate resources clearly on their websites. As representatives, we offer the ability to connect with a real person, a value that sets us apart in a world where customer service is often lacking. Many manufacturers simply don’t have the staff to provide live chat support or keep field applications engineers (FAEs) or technical support readily available. And even when they do, those resources might not be accessible in real-time. This is where representatives come in—we can offer fast, responsive support, which is a crucial differentiator in today’s market.

Customer inquiry forms are often slow and time-bound. Sometimes, a project can’t afford to wait days for a response. This brings us back to the question of how to get manufacturers and representatives to provide better access to their suppliers, technical resources and support.

In the evolving landscape of electronics engineering, the new rule is: if it can be done online, it should be done online. When that doesn’t work, engineers and customers turn to alternative methods—such as the process described above.

This is an area we can fix quite easily. By simply refining our online presence and improving how we present information, manufacturers and representatives can streamline the customer journey.

You might be wondering, “What about distributors in this equation?” Well, they’ve figured it out. Distributors are doing a remarkable job of providing detailed, accessible information—think datasheets, 3D CAD files, inventory levels, competitive crossreferences and more. In fact, when a customer is searching for your technology and turns to  online distributors, they won’t be staring at dozens of alternatives from competitors. They’ll get a comprehensive, well-organized offering. Yes, I said it: when customers start relying on distributors for information, you might just find your products in a sea of similar options—something to consider.

It’s time for representatives and manufacturers to get on board and make a change. A little effort in updating our digital presence could make a world of difference in improving customer access and engagement and ultimately, our business outcomes.

Access to information: A key driver of confidence

In any purchasing decision, especially in the electronics industry, customers need reliable and comprehensive information to make informed choices. Transparency in access to product details, specifications, pricing and availability has become a critical factor for success in electronic component sales. Today, buyers expect real-time, easy access to the following information:

• Product specifications. Detailed product descriptions, including technical specifications, compatibility and performance data.

• Pricing transparency. Clear, up-to-date pricing information without hidden fees or ambiguous costs.

• Lead times and availability. Accurate data on product stock levels and delivery times, allowing customers to plan their projects effectively.

• Certifications and quality assurance. Access to information about industry standards, testing and certification of products, ensuring their reliability and compliance with relevant regulations. The more transparent a supplier is about these aspects, the more likely customers are to trust them, fostering long-term relationships that can lead to repeat business.

Streamlining communication through websites

The way customers interact with suppliers has also shifted towards digital channels, with websites serving as the primary point of contact. Clear, accessible communication is vital for building trust and ensuring smooth transactions. Suppliers who provide a range of communication options, such as live chat, email and phone support, empower customers to get the answers they need quickly. Moreover, a well-designed website enhances the user experience, guiding customers through the buying process seamlessly.

Key elements include:

• Easy navigation. A website should be intuitive, enabling customers to find the products they need without confusion.

• Contact information. Providing multiple ways to reach out—whether through an online contact form, dedicated customer support numbers or live chat—ensures that customers can easily connect with a representative when necessary.

• Response times. Transparency also means setting expectations for response times. Customers appreciate knowing when to expect a reply, particularly when dealing with technical inquiries or large orders.

Effective communication through digital platforms doesn’t only mean answering questions but also proactively offering support. For example, companies can use customer service tools such as chatbots or FAQ sections to address common inquiries before customers even ask, creating a smoother, more efficient experience.

Transparency builds trust

Trust is a cornerstone of successful sales relationships. In the world of electronic components, where purchases can be large, complex and technical, gaining and maintaining customer trust is essential. By being transparent in every aspect of the transaction—from product information to delivery times—companies can reassure customers that they are reliable and trustworthy. For example, if a supplier provides clear information about potential delays due to shipping or manufacturing issues, customers can plan accordingly and won’t be left in the dark. Conversely, if a supplier conceals such issues or fails to communicate in a timely manner, customers may feel frustrated and lose confidence in the business.

Facilitating compliance and risk mitigation

The electronics industry is heavily regulated, with numerous standards and certifications required for certain components. Transparency in the sale of electronic components is crucial for helping organizations comply with industry regulations and avoid legal or operational risks. Suppliers that openly share product certifications, safety ratings and quality control data ensure that customers know they are purchasing compliant and safe components.

Furthermore, transparency helps mitigate risks in the supply chain. By providing full visibility into sourcing, manufacturing and testing processes, businesses can ensure that their components are sourced ethically and meet the required standards. This can be particularly important in industries like medical devices, automotive and aerospace, where safety and reliability are non-negotiable.

Embracing digital transformation

As the demand for electronic components continues to rise, particularly with the expansion of industries like automotive, consumer electronics and renewable energy, the digital transformation of the sales process is only expected to accelerate. Future trends in electronic component sales point towards an even greater emphasis on transparency, driven by advances in technology and changes in consumer expectations.

AI-powered transparency. AI can play a significant role in enhancing transparency by providing real-time data analytics, predicting product availability and optimizing pricing. AI-driven chatbots, for example, can offer immediate answers to customer queries, ensuring faster and more accurate communication.

Blockchain for supply chain transparency. Blockchain technology holds great promise for ensuring transparency in the supply chain. By recording every transaction and movement of goods on an immutable ledger, suppliers and customers can verify the origin, quality and authenticity of components. This could be especially valuable in industries where counterfeit parts pose a significant risk.

Augmented reality (AR) for product information. As AR technology evolves, companies may offer interactive product displays, allowing customers to see how components fit into larger systems or gain a better understanding of their features in real-time.

Final thoughts

Transparency is not just a buzzword; it’s a fundamental element of success in the electronic component sales industry. In a digital-first world, providing easy access to accurate product information, offering clear communication channels and building trust through honesty and reliability will differentiate top-tier companies from their competitors. As technology continues to advance, the opportunities to enhance transparency will grow, and businesses that embrace these changes will be well-positioned for sustained growth and customer loyalty. By prioritizing transparency in all aspects of their operations, electronic component suppliers can foster stronger relationships, ensure customer satisfaction and lead the way in a rapidly changing market.

Treat your representatives as an extension and front end for your organization, and make them easy to reach. If they are a quality organization, your representatives will elevate your customer’s experience!

Connect, collaborate,and conquer: The power of ERA membership

By Lori Bruno, CPMR

First off, I’m very excited to serve as senior vice president of membership for ERA and to be writing my first quarterly article for The Representor.

I’m constantly reminded of the power of connection. In our electronics industry, success isn’t a solo endeavor. It’s about tapping into a network of expertise, forging strategic partnerships and staying ahead of the curve. That’s precisely what ERA offers. For those of us who attended the 2025 ERA Conference, the power of connection was evident pretty much everywhere you looked. I believe it’s the connections, as well as the many features and benefits the Conference offers, that keeps us coming back.

ERA isn’t just an association; it’s a platform for growth. We bring together manufacturers, reps and distributors, creating an environment of collaboration and mutual benefit. Our members gain access to invaluable resources, from educational programs and market insights to networking events that spark innovation.

In today’s fast-paced world, knowledge is key. ERA equips you with the tools to navigate challenges, seize opportunities and ultimately, drive your business forward. Whether you’re looking to expand your reach, enhance your skills or simply connect with industry leaders, ERA provides the support you need. I urge you to take full advantage of your ERA membership. Attend our events, engage with fellow members and utilize the resources available to you. Together, we can elevate our profession and shape the future of the electronics industry. Let’s connect, collaborate and conquer!

Turning uncertainty into opportunity

By John Guetens

Over the past eight years, the familiar face of Ken Bellero has faithfully appeared alongside this Manufacturer’s Update column. With Ken’s announced retirement last year, one of the more recognized developments in the electronics industry, it’s no surprise that this column now features a new face. Of course, Ken is more than just a familiar face—his career accomplishments and selfless dedication to our industry and ERA make him one of the more respected and admired members of our community. Indeed, in filling the role Ken left behind on the Executive Committee, I couldn’t help but think of the common refrain, “It’s better to be the guy who replaces the guy who replaced the Hall of Famer.”

For those who don’t know me, I’ll share a little of my background. I got my start in this industry after graduating from Clarkson University in 1988. I responded to a classified ad for an inside sales position at Wesgarde Components in Hartford, CT, where I moved from inside to outside sales and eventually as general manager in the Northeast. After 15 years at Wesgarde and a few years in between with a rep, Berkshire Electronics in New England, I joined E-T-A in 2006 as a Regional Sales Manager.

Over those 37 years, together with many of you, I’ve experienced my fair share of market challenges and uncertainty. Without question, as we enter the second quarter of 2025, economic uncertainty is in the forefront of all our minds. Tariffs dominate the headlines and by the time this article is published, the percentages of applicable products and targeted countries may have shifted multiple times. Geopolitical conflicts, economic volatility, political unrest and inflation are all converging to create uncertainty—not only in our business landscape but in our personal lives as well.

These uncertainties have been a major topic of discussion in our industry. At the ERA Conference in February, the potential impact of these external factors on our business in 2025 was a recurring theme. The question becomes: Where should we, as managers and salespeople, focus our energy when so many external factors exert pressure on our decisions? One approach that has resonated within our organization is applying the Three Circles Concept to navigate these challenges. Introduced in Stephen Covey’s 7 Habits of Highly Effective People, the three circles are: the Circle of Control, the Circle of Influence and the Circle of Concern.

In sales and business, unpredictability like we are dealing with today is something we must learn to navigate. The “Circle of Concern” encompasses factors we cannot control— competitive trends, market shifts, tariffs and broader economic pressures. Focusing too much energy on these uncontrollable elements can lead to frustration, stress and a sense of powerlessness. Many reactive individuals fall into this trap, draining valuable energy on things beyond their control. Recognizing when you’re fixated on these unproductive factors is the first step to regaining focus.

The key to driving impact is to be proactive by focusing on what we can control and expanding the things we can influence. Our actions, preparation, and mindset—our Circle of Control—play a pivotal role in this process. Whether we’re working with suppliers, reps, and distributors or engaging with customers, these foundational components allow us to shape outcomes and take charge of results. Setting activity and performance goals, managing our time effectively, improving product knowledge and preparing thoroughly before sales calls are all examples of actions that put us in control of our success.

Applying these efforts within our Circle of Influence allows us to shape people’s opinions, work dynamics and relationships. All of us — suppliers, reps and distributors — fall within each other’s Circle of Influence. By focusing on our Circle of Control and expanding our Circle of Influence, we position ourselves to navigate uncertainty with confidence and resilience. And that, ultimately, is where true impact happens.

In the face of uncertainty, our greatest advantage lies in how we choose to respond. While external challenges will always exist, our success is determined by our ability to focus on what we can control and influence. By embracing a proactive mindset, strengthening our relationships as suppliers, reps and distributors, and committing to continuous improvement, we can drive meaningful results—regardless of market conditions. Turn uncertainty into opportunity.

As I step into this role, I look forward to engaging in discussions that challenge us to think strategically, act decisively and lead with purpose. I encourage anyone to reach out to me with their thoughts and perspectives— after all, my experiences are just as likely to be different as they are to align with others in the industry. After 37 years in this business, I remain open to learning and the idea of continual improvement. I’m a firm believer in navigating the road ahead together; in the end, our membership and participation in the ERA is about collaborating. Especially in times of uncertainty, we’re stronger working together.

Seeing the positive at every peak and valley

By Ellen Coan, CPMR

How are you doing today on a scale of 1 to 10 (don’t say 7) with 10 being excellent? What can get you to a 10? For those of you at the 2025 ERA Conference in Austin, TX, in February – you remember two of the speakers saying this is a good conversation starter. We learned many tips and brought back many tools and we all continue to manage uncertainty the best way we can for our customers and fellow employees. We are all elevating, expanding and evolving in one way or another. You walk into a meeting with your planned agenda but it is quickly derailed with your customer’s crisis of the moment and we pivot to the new subject and use our best listening skills to help. I do not think we ever get enough listening tips in a very noisy world. I have also learned to try to figure out if a solution is needed or just empathy. We are all human and sometimes just an understanding ear from someone in your world is all that is needed. We can point out the way we all move forward and through each challenge. We are not alone.

In our industry we work every day on a global level. We work with different cultures and I try to step back and realize these cultures react differently to the crises of the day. I recently used AI to help me see the solution from a different country’s or culture’s perspective. It was interesting to take a very random situation and ask a southern European, northern European, different Asian cultures and an Indian to develop an approach to the problem. We had several speakers about AI at the conference and I don’t think we saturated the topic. AI is evolving and the negatives seem to overshadow the positives of the technology. I continue to find the positives and share my experiences.

As I reflect on the ERA Conference this past February and the uncertainty we felt, it pales in comparison to where we are today and where we will be tomorrow. We have to communicate all we are doing to control what we can and where we are going. We heard from Steve Turner all the ways to use technology tools to work efficiently and productively without compromising our critical thinking. Every day, I research topics and look at data to better understand where we are going. I talk to everyone I can and get their opinion and stay true to my values. I will never stop learning and sharing and seeing the positive at every peak and valley on this rollercoaster. Together we are better.

Presenting the 2025 Mark Motsinger White Pin Internships

By Kingsland Coombs, CPMR, CSP

The Mark Motsinger White Pin Internship program continues to be held in high regard by the rep community. We started seeking applications in the Fall and received many responses from rep firms interested in the program. In total we received seven solid applications with detailed plans from the rep managers and the prospective interns. This year’s responses required minimal oversight since each were so thorough. The difficulty or confusion in finding qualified interns seems to be diminishing. It appears the message of contacting local universities, junior colleges, trade schools, Handshake.com and networking with friends and family has been heard!

In the past few years, we have approved three internships each summer. This year, Walt Tobin, Ellen Coan (senior vice president of education) and I agreed to sponsor five interns. In the end, we agreed to six! We couldn’t be more pleased with the applicants. All regions of the country are represented: Texas, Mexico, Arizona, Illinois, Minnesota and New England. Walt announced the internship recipients at the 2025 ERA Conference and a formal press release was submitted at the end of March.

The students and rep firms that received the 2025 Mark Motsinger White Pin Internships are:

• Seamus Carey, Arizona State University — Spectrum Marketing Associates

• Liam Gordon, Baylor University — Logix Sales and Marketing

• Nicolas Ramirez, ITESO, Universidad Jesuita de Guadalajara — Insight Demand Creation

• Adam Pankow, Winona State University — Josco Melius, Inc.

• Tommy Giudicianni, University of Rhode Island — MacInnis Company

• Lauren Lurie, Indiana University — Cain-Forlaw Co.

This year’s interns are primarily business school majors and are from prestigious universities. We also have other majors such as marketing, financial engineering, finance, media and business communications. Most will be helping with CRM work, social media, and first time buy outreach.

This is the fourth year that the ERA White Pin Group and ERA National have partnered to award internships to manufacturers’ representative firms in various regions across the country to help hire and onboard college students as interns during the summer or academic year.

We are very excited to have these interns start their journeys later this spring in 10-week programs. As we did last year, Ellen, Walt and I will lead two calls with the rep owners and their interns during the summer to check in and gain insight on how things are going. Last year’s calls were excellent, as the interns showed so much energy and enthusiasm. These interns will bring a variety of fresh perspectives and raw talent, helping their rep firms with innovative ideas and new energy. I’m certain both the interns and rep firms will learn a lot from this experience! At the end of the internships, Ellen and I will request rep owner testimonials to help promote the program for 2026. For reference, the White Pin Internship program is highlighted on the ERA website under ERA Resources. This site is chock full of internship recommendations and guidelines.

Ellen has summarized the program well by saying: “The ERA promotes the manufacturers’ representative business model through the local chapters’ affinity with local colleges and universities in order to find the next generation of reps for the electronics industry. We do this with job fairs, Handshake.com, and of course, this remarkable internship program. It is a cool industry where we are all promoting products for everyone’s future. Support for this internship program is critical to our success in the world to come.”