Someone You Should Know: Diana Nawrocki, CPMR

Diana Nawrocki, CPMR
Executive Vice President
Control Sales, Inc. 

With so many ERA members, it is not easy to get to know every rep, manufacturer and distributor in the business. The “Someone You Should Know” Q&A gives readers the chance to learn about fellow ERA members, including how their time is spent both in and out of the office.

Meet Diana Nawrocki, CPMR, Executive Vice President at Control Sales, Inc. Nawrocki shared how she has always enjoyed the interaction, problem solving and competitive nature of the rep business.

Tell us a little bit about yourself.

I joined the Control Sales team in 2020, following the merger of my firm, ESA Technical Marketing. I have more than 20 years of outside sales experience in the electro-mechanical product space. Married to my husband Adam for 23 years, we are the proud parents of two daughters, Elizabeth, 19, and Annabelle, 17. I’m a former collegiate swimmer, and both of my daughters are swimmers as well. Elizabeth swims for the Georgia Bulldogs, and Annabelle will swim for the SMU Mustangs in the fall.

How long have you been in the rep business, and how did you become interested in working at a manufacturers’ rep in the electronics industry?

I have been in the rep business for 25 years, beginning right out of college at my father’s representative firm, ESA Technical Marketing. I was drawn to the business from a young age. Hearing my dad talk about the industry, watching the way he served customers and principals, and seeing the lifelong relationships he built all made a lasting impression on me. I appreciate that the manufacturers’ rep business is built on trust and strong personal relationships. Those qualities are what first attracted me to the industry, and they continue to motivate me today.

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

For me, the most rewarding part of the rep business is building meaningful relationships with customers and distributors, especially when it takes persistence to earn their trust. There is a real sense of accomplishment in breaking through with a challenging account, understanding their needs and then working alongside our principals to grow that opportunity into new business. I enjoy the personal interaction, problem solving and competitive nature of this industry, so the rep business has always felt like a natural fit for me.

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

One challenge is responsiveness from customers who hide behind layers of communication. I believe that providing the best product options, along with strong, relevant content tailored to each customer is essential. Representing companies with top technical FAEs, combined with our own team’s deep product knowledge, makes us a stronger force for the customer. Being consistent and present for the customer also helps improve the value of every interaction and build stronger relationships over time.

Briefly describe your rep firm, and please include how long your company has been a member of ERA.

For more than 50 years, Control Sales has served OEMs across Illinois and Wisconsin, supporting a diverse range of markets including industrial, medical, off-road vehicles, consumer products and more. Our team brings deep industry knowledge and a strong commitment to responsiveness, helping engineers, buyers and distributors navigate the complexities of today’s evolving supply chain. Control Sales has been a proud member of ERA for more than 30 years, and that involvement has helped us continue refining our best practices in sales, management, technology and customer service.

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

One of the most important changes we have made is strengthening the role of our inside sales team to better meet the data and reporting requirements of our manufacturers. We have focused on elevating, training and supporting that team so they can manage information more effectively and respond more quickly While analytics are valuable, we also believe there is still no substitute for product knowledge, account history and hands-on review. We regularly combine data tools with our own customer and application knowledge, manually reviewing POS and FTB reports to spot leads.

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?

Becoming more involved with ERA has led to some wonderful friendships and valuable professional connections. The opportunity to learn from other reps, share ideas and hear how different firms approach similar challenges has been extremely helpful. Kate Van Hise’s energy on every conference call is contagious and always makes me smile.

What are some things you enjoy outside of the workplace and what is one interesting fact that people may not know about you?

I am a 16-year breast cancer survivor, as well as a very active person, and when I’m not at work or cheering at a swim meet, you can find me playing tennis, pickleball or enjoying time with family and friends.