> I think I think …

VIEWPOINTS – The Representor, FALL 2021

by Chuck Tanzola, CPMR
The Fusion Sourcing Group Inc.
ERA Chairman of the Board
ctanzola@fusionsourcing.com

The leaves are starting to change color, my trip to the office is taking a little longer as I follow frequently stopping school busses along the way, and despite highly researched draft strategies, my multiple Fantasy Football teams are all underperforming – I think, I think … life is returning to normal. Or is it?

What is “normal?” Is there a “new normal?” Do we even recognize “normal?” These are significant questions dominating a lot of conversations and many of my thoughts. Today, paying homage to former Sports Illustrated writer, Peter King, who wrote a regular column titled, “Ten Things I Think I Think,” I’d like to share a few other things I think I think as well.

I think I think that the last two years have been energy-draining, and by and large, people are fatigued and ready for a return to something normal. The unusual circumstances we are living in have lasted far longer and taken more twists and turns than anyone could have predicted. People are tired of pandemics and variants. They are tired of not meeting face-to-face, and not understanding the fluctuating rules when they do. They are tired of constantly changing “supply chain issues” — both personally and professionally. They are tired of trying to understand Force Majeure and what it really means. They are tired of division and vitriol. They are just collectively weary. What will change that? How will we emerge from this protracted period? Where will a renewing of our collective energy come from?

When EDS 2020 was canceled, the general reaction was acknowledgment with acceptance. In 2021, ERA changed its annual conference from an in-person meeting to our first fully virtual conference; and it was a resounding success from all accounts. It felt like obstacles had been conquered — victory! When EDS 2021 was postponed and eventually canceled, the sentiment I heard expressed was resignation with understanding. ERA recently held its first Virtual Sales Training event, built on the same virtual platform as the conference, and it too was reported as a highly successful event. So, while I think I think that virtual events are here to stay and can be very effective, nothing is more energizing than meeting in person. When will that be normal again?

I think I think that it is easy to confuse doing things with getting things done. Everyone I speak with tells me they are very busy, and I feel it in my schedule as well. The events on my calendar are color-coded by category, and it is a veritable rainbow of activity after activity. Yet, I sometimes wonder how much productivity there is? I wonder how customers, whose engineers have not been in the plant for months, are getting new products designed, tested and brought to market? I think I think they are not as prolific at it as pre-pandemic, and I wonder what the long-term consequences of that will be?

I think I think the many high-tech tools that have been created to simplify communications have also simply made it more challenging, and expectations are much higher. “By the way, I just sent you a text as a reminder to look at the email I sent you, confirming the VM I left after I hadn’t heard back on the LinkedIn InMail message, which I sent an hour ago. Did you get them? Sorry, I was on a Teams meeting and online chat simultaneously.” An exaggeration? Perhaps. A shade of reality? No doubt in my mind.

I think I think that muscle memory applies to more than just the golf swing. When you don’t do something for a while, you get out of a rhythm. Take travel for example. I’m starting to see that slowly increase, and next week I’ll be heading out on a trip … I wonder what I’ll forget to pack this time? Or, for that matter, driving. Did I miss the memo that all the rules of the road and regular practices of automobile safety — like turn signals, obeying stop signs and lights, and staying between the lines on the highway — have become optional? My empirical observation is that the general population has forgotten how. I wonder what else we’ve gotten out of practice on?

This is not intended to be a rant (though maybe it sounds that way), just some of my random observations. My final thought — despite everything, fundamentally, I think it is still a good time to be alive … consider the alternative.

In closing, predicting when we will actually gather in-person again has become less accurate than weather forecasting; however, at the risk of missing it once again, but feeling optimistic, I look forward to seeing everyone in Austin at the 2022 ERA Conference in February — “A New Day, a New Way.” As always, I can be reached at ctanzola@fusionsourcing.com and welcome your comments – what do you think you think?

> Lessons learned through Covid-19

FROM THE TOP – The Representor, FALL 2021

by John O’Brien, CPMR
Coakley, Boyd and Abbett
ERA President
jobrien@cbane.com

We are entering a world of blended sales where the virtual calls augment our face-to-face meetings, where speed and accuracy are keys to our customers’ success, and where preparation will be paramount to capturing the attention of our customers.

If we have learned nothing else, we have learned that we as companies and individuals can face any challenge head-on and still succeed.

Whether it is a pandemic, natural disasters, skyrocketing logistics and shipping costs, raw material costs or product allocation, never mind all six at one time, we as an industry and as people within the electronics market sector are adaptive and flexible. So, where will all of this lead us?

We have adapted to a new way of working with our customers. The virtual sales call was generically referred to as Webex and used only for those rare occasions when travel was unavailable. So, what about these virtual calls?

When we first started working remotely, getting an hour of a customer’s time was pretty standard. As everyone started falling into their rhythm of working remotely, those hour-long meetings were quickly reduced to 30 minutes to accommodate busy schedules. Nearly 20 months into the pandemic, hour-long calls are more like 15 minutes.

Many customers are now requesting that initial meetings be held virtually. In many cases, if we are doing an exploratory call, we have less than 15 minutes to get to the point with our customers and try to entice them with whatever product we are trying to sell.

Critical to success in those 15 minutes is having a succinct, targeted agenda. I liken these 15-minute calls to what we used to refer to as elevator pitches. We have got to grab and hold their attention while providing maximum value to the customer. That is why research prior to these meetings is so critical. We have to better understand our customers’ needs and attempt to address them with a solution immediately. By doing a deeper dive into customers’ websites, social media and online content, we can get a better idea of what pain points they may be facing and tailor our discussions to help alleviate that pain.

Our ability to be flexible is the hallmark of a great sales organization. We have to be able to try new things and make a decision quickly if these new ideas are going to work. If they do, great. If not, we have to move on and try something new. None of us can get mired in what didn’t work. Figure out how to make the necessary adjustments and try again.

Sales will continue to evolve into a hybrid approach, so the need to adapt is critical to thriving. We are entering a world of blended sales where the virtual calls augment our face-to-face meetings, where speed and accuracy are keys to our customers’ success, and where preparation will be paramount to capturing the attention of our customers.

So, while all of the situations that have been thrown at us over the past 18-24 months have tried our patience and even, unfortunately, dealt us some devastating personal outcomes, we persevere. We press on. We become more agile and we work together to become better for it.

> Damn the torpedoes! Full speed ahead … safely

EXECUTIVE COMMENTARY – The Representor, FALL 2021

by Walter E. Tobin
ERA CEO
wtobin@era.org
T: 617-901-4088

Like most of us, we are all just “over this.” We are ready to put behind us the many restrictions around masks, social distancing, fist bumps, elbow bumps, vaccination cards, talk of booster shots and on and on.

Don’t get me wrong: I am vaccinated and will get my booster jab the day I am eligible. I want to be SAFE. I want my family safe. I want our great ERA National staff safe. I want all of our ERA members (and not-yet-members) safe. I want the whole world safe. So we are able to do our jobs, to reconnect with our customers IN PERSON, to see each other, to just get back on with our work and personal lives, but in a safe environment.

Covid-19 (This is the ONLY time I will use this word in this update!) has tried all of us now for almost two years! Can you believe it? Who would have thought that we would still be dealing with this for so long? Yet, here we are … like seeing ourselves in a revolving door.

We have recently seen EDS rescheduled from May 2021 out to August 2021, then only to be canceled. We have also seen ECIA cancel their conference in October for the second year in a row — most unfortunate for all of us who look forward to attending it each year.

So, what lies ahead of us? When and how will we get back to a bit of normalcy in our personal and professional lives?

We started to see many of our customers beginning to open and accept visitors — our great Road Warriors who work hard to deliver both samples and information to our design engineers and procurement professionals. They, too, were tired of Zoom calls and the work-from-home environment. Some are actually describing it as “living at work” — perhaps a better, but sad, description of today’s times.

Suddenly, it all stopped and we began to revert to a life of a year ago, argh! We were all yanked back by a huge choke-chain that said: “Wait a minute, not so fast, folks!”

So here we are … ready to dig out our “work costumes,” shiny shoes, starched shirts and blouses, creased suits, fresh haircuts, suitcases dug out and reprovisioned with amenities for hotel stays, our airport travel clothes at the ready. We are all crouched at the starting line on a track just waiting for the starter gun to go off, and then, crickets …

However, hope is on the horizon. Booster shots are being readied, airports are slowly reopening to international travel, our favorite coffee shops and restaurants are slowly restaffing and ready to tempt all of us with “healthy” airport food. We can’t wait!

We just concluded our first annual Virtual Sales Training event – a three-day event that incorporated eleven hours of professional sales training. This training was a result of many of our members asking ERA to provide a virtual platform for those sales folks who may never be able to attend our annual conference in Austin. These are our frontline sales experts who work tirelessly each day to deliver excellent sales and technical guidance to their customers. They are also our sales managers, branch managers, regional vice presidents and owners of tomorrow. This training also offered them a fuller picture of ERA and the benefits that our members realize each and every day.

Also on the horizon is our Virtual Chapter Officer Leadership Training (COLT) annual training — Nov. 3 – 5, 2021. This event was always conducted in person in Chicago but was canceled in 2020 due to the “you know what.” While we would love to see everyone in person, the virtual setting will make it easier for all of our chapters to “send” their present and future chapter leaders to COLT to learn from their peers best practices on chapter management.

These are two major initiatives conducted in a virtual format out of concern for the safety of our attendees.

However, mark your calendars: Feb. 27 – March 1, 2022, for the ERA Conference that will be held IN PERSON in Austin.

“Damn the torpedoes! Full speed ahead!”

We are fully committed to holding this event in a safe environment for our staff and attendees. I am very optimistic that we will be able to conduct our conference in person and safely. We have booked the larger and new Zlotnik Ballroom and adjacent meeting rooms that will allow us to accommodate over 500 attendees in a safe and relaxed environment.

Your conference committee of over 50 volunteers is working hard to deliver another GREAT conference – chock full of real and tangible takeaways to help you manage and grow your business.

Registration and sponsor information is available on our website at https://era.org/era-events/era-conference.

All of us are SO READY to be back IN PERSON. The last electronics industry IN PERSON event was our own ERA Conference in February 2020. Come help us celebrate seeing each other two years later in February 2022. None of us have gotten any older!

Leave your business costumes at home. Our events are casual and fun. Join us to learn from each other, from our great keynote and general session speakers, and our unique breakout sessions format.

So, FULL SPEED AHEAD! ERA will be protecting you from any torpedoes thrown your way. See you all in February in Austin.

Your ERA Ship’s Captain speaking …

> A very special trade association

OBSERVATIONS & REFLECTIONS – The Representor, Spring 2021

by Harry J. Abramson
Founder (Retired)
Electronic Salesmasters Inc.

Harry Abramson founded Electronic Salesmasters Inc. in 1972. He established industry notoriety by virtue of his firm’s peak performance, hundreds of articles and speaking appearances at ERA’s national conferences and chapter meetings and sister trade association MANA. He has an electrical engineering degree from Temple University and entered the electronics industry as an engineer at RCA in Camden, N.J.

His ERA involvement includes serving as vice president of the Components Group and president of the Ohio Chapter. Under his leadership, the chapter was awarded the National Chapter of the Year Award. Abramson recently was recognized with ERA’s prestigious Life Membership Award.

You can reach Harry J. Abramson at 216-406-4119 or email him at hja725@yahoo.com.
The traditional purpose of trade associations is to promote, protect and improve their members’ function. Fortunately, ERA does an exemplary job in these three categories.

Despite a crippling pandemic plus an unpredictable economy, reps have managed to survive and, in many cases, thrive. This article is a tribute to their resilience especially as it applies to our profession and how ERA has and continues to support its members.

ERA is a viable and inherent part of the electronics industry. The organization was created for a perfectly good reason — to foster the spirit of mutual respect among its fellow members and other groups such as principals, distributors and customers. Our association’s primary mission is to educate the industry about the economic advantages of outsourcing the sales function and the benefits of utilizing multiple-line sales professionals. It’s essential that our customer base (distributors and manufacturers) understand that we are not middlemen. Conversely, we add value to the sales process.

The ideal trade association avails the opportunity of continued growth through educational programs and networking. Like everything else in our business lives, some trade associations excel over others. Some are more financially sound and have better leadership. These two things exemplify why ERA is about to celebrate its 87th birthday.

Why join ERA? I have been an active and proud member for over 50 years. Upon reflection, it has made me a better businessperson, educated my staff and provided cost-effective benefits. So why doesn’t everyone join? Good question, they should!

Too busy? No one is ever too busy to learn new things and make new friends.

Too costly? ERA is a bargain at any price and dues are reasonable.

Nothing to learn? Wrong! The annual ERA Conference delivers valuable takeaways for even the most tenured firms.

For owners only? Wrong! Your staffers are your successors of tomorrow.

Benefits of group unity? Collectively we can learn from others and achieve workable solutions for difficult issues. These may include negotiating commission rates, house accounts, one-sided contracts and split commission tracking. This should not be construed as unionism or collective bargaining but simply an adjunct to “good faith and fair dealing.”

Why network? Networking is a perfect reason to join an association, especially ERA. It’s a place to share and help each other. Subjects such as how to motivate and compensate are great ideas. Improving efficiency and productivity are also two critical benefits derived from networking. Unique and modern selling techniques are shared by networkers and ultimately improve our function.

Additional education? ERA promotes the CPMR curriculum to make us better business people in sales. It is tantamount to having an advanced degree in business and marketing. What can be better than that?

Succession planning? ERA has done a good job of providing experts at its annual conferences to address the subject of succession. This applies to all businesses as well as associations. If done correctly, the successor will outperform his/her predecessor.

Conferences and seminars? Education is critically important to the ideal association. To that point, ERA does not recycle the same material from one year to the next. Programs are refreshed to keep members learning and growing. ERA conferences continue to provide members with an opportunity to hear and learn from accomplished industry leaders.

Leadership? This is typically part of every conference and may come from within our own ranks or an outside expert. ERA has been blessed with many role models that have been depicted in The Representor magazine column “Where Are They Now?”

Cronyism? Perfect trade associations are not viewed as fraternities or “good old boys” clubs and are void of cronyism. Officers and board members are elected, not hand-selected, appointed or anointed. There is no room for showcasing or self-aggrandizing. Ideally, all trade associations are democratic and not autocratic.

Dominating factions? Large rep firms do not constitute an elitist group within the ideal association. All member firms have an equal say and an equal vote. Larger does not mean louder or smarter. As a matter of fact, many smaller firms outperform larger ones where it counts — the bottom line!

Image building? Many associations create an image that their membership consists of an elitist professional group of peak performers. That’s part of their mission and a good thing.

Mission statement? The perfect association has a mission statement that is more than just rhetoric. Ideally, it is periodically updated. Unfortunately, these statements have lost their importance based on an overload of sameness.

Elections and appointments? The best associations cycle new faces with fresh ideas through their ranks of officers and board members.

Lines available? This is likely the most important benefit for member firms, especially new ones. In many cases, it’s a good reason to join.

Code of ethics? This could also be construed as good conscience and morality. Admittedly, some reps are fiercer than others when it comes to pursuing new principals. I’ll let it go at that.

In summary, trade associations are like people and companies, neither is perfect. However, they both exist for good reasons: they provide benefits and a collective voice. If they did not, there would be no reason to join.

Fortunately, ERA provides both. If you are not an active member, I urge you to get involved and committed. It is bound to be in your company’s best interest. Why? You’ll be working with members who share the same goals.

So, if you know of any non-member reps, please share this article with them. Also, assure them that joining ERA will likely be the best business move they ever made … IT WAS FOR ME.

> Declaration of interdependence

VIEWPOINTS – The Representor, Spring 2021

by Chuck Tanzola, CPMR
The Fusion Sourcing Group Inc.
ERA Chairman of the Board
ctanzola@fusionsourcing.com

When in the course of human events, it becomes necessary to write an article, and you’re not exactly sure what to do, reach for something in plain sight.

On Sunday last, we celebrated the founding of our nation; and not coincidentally, as I began to consider this Representor column, a recent Monday Morning Inspiration from my good friend Bob Evans that arrived in my inbox read:

“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights, that among these are Life, Liberty and the pursuit of Happiness.”

This oft-quoted, and perhaps most memorable, phrase from the Declaration of Independence got me thinking. Typically, when we consider this foundational document of our nation, we rightly focus our attention on the conclusion — the declaring of independence from Great Britain by the colonies — but as I read it, I realized there are other lessons from within its contents that merit our attention as well.

In writing the Declaration, Thomas Jefferson leads with an explanation of why it was written and upon what beliefs it is based. In addition to the quote above, we find some interesting language in the first two paragraphs, such as, “… necessary for one people to dissolve the political bands which have connected them with another …” and “ … a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.” And “… Governments long established should not be changed for light and transient causes …”

While tempting to center on the words, “dissolve,” “separation” and “change,” note that each is not possible without having “connection” first. In fact, even in the midst of the duress he undoubtedly felt, Jefferson still declares some of the principles of connection – “decent respect” for others, seriousness of purpose (“… not … light and transient causes …”) and communication.

The Declaration then moves on to a list of 27 grievances and the attempts made to resolve those complaints. The specifics of the issues are not critical for the purpose of this discussion, but implicit in the itemized list of issues are declarations of expectations governing the relationship between the British Crown and the colonies. Despite the issues, he also identifies the need to maintain relationship and concern for the loyalists living in the colonies: “Nor have We been wanting in attentions to our British brethren.” And “In every stage of these Oppressions We have Petitioned for Redress in the most humble terms.” He closes the document proclaiming the action resulting from the inability to resolve them.

I wonder though if there would have been a Declaration of Independence if the colonists had felt a “decent respect” for their expectations of the governance relationship with Great Britain?

So, how are these observations from history relevant to our industry today? As I speak with representatives, manufacturers and distributors alike, many of the frustrations they express can be summed up in two categories: 1) unmet expectations or 2) a feeling of disrespect from others with whom there should be a relationship. The common denominator in each case — actions undertaken (or neglected) that betray a recognition of the healthy balance between self-interest and community concern, whether unintentionally or serendipitously.

Wikipedia notes that the manufacturers’ representative is an “independent sales representative.” Similarly, manufacturers and distributors set their own, individual courses in producing and delivering products to our industry. Yet, despite this, it is incumbent upon each member to understand that they are but one leg of the stool — legally independent but all functionally interdependent! We are fortunate to work in an industry that for the most part recognizes this, but is challenged at times to remember it when faced with the increasing pressures of daily activities. I hope this column in some small way helps remind us to rise up to those challenges.

At the end of August, we will gather (IN-PERSON) for the EDS Summit, where the industry will discuss expectations, foster relationships and the declaration of our interdependence will be on full display. I look forward to seeing you in Las Vegas and pursuing life, liberty and happiness together. As always, I can be reached at ctanzola@fusionsourcing.com and welcome your comments.

For reference, you can find the original text of the Declaration of Independence at https://www.archives.gov/founding-docs/declaration-transcript.

> Reconnect, realign and recommit at EDS 2021

FROM THE TOP – The Representor, Spring 2021

by John O’Brien, CPMR
Coakley, Boyd and Abbett
ERA President
jobrien@cbane.com

As we all start to see that light at the end of the tunnel, the beacon calling us all to get out there and get together is the 2021 EDS Summit. EDS will be held Aug. 30 – Sept. 2 at the Mirage Hotel in Las Vegas. Yes, it’s in August. Yes, it will be hotter than our normal May time frame, but lets be honest, how much time do we really spend outside when we attend EDS?

The true value of EDS is the opportunity to meet and network with the leaders in our industry and this year’s theme — “Now More Than Ever” — couldn’t ring more true.

EDS 2021 will be the first in-person industry event in over 18 months. Everyone is looking for some sense of normalcy, a feeling of community and a need to belong to something bigger than ourselves and our companies. EDS 2021 will provide the opportunity to do just that.

So, why is it important for you to be there?

• To Reconnect. Virtual meetings cannot replace the face-to-face interaction our industry and sales have come to depend on. EDS provides the forum for industry leaders to reconnect on the interpersonal level that has helped all of our companies reach the successes we’ve achieved so far.

• To Realign. We’ve all had to continue to pivot into, through and coming out of the pandemic. EDS gives us the opportunity to realign our goals as reps, manufacturers and distributors. It’s a chance to all meet to align our common goals of servicing our customers in the most effective manner possible. We update our strategies to address our market needs and decide how best to go forward working together.

• To Recommit. Once we reconnect and realign, it’s critical that we all recommit to one another, to work for the common good of our industry. Our industry has seen unprecedented times but our future has never been brighter. By recommitting to the plans we develop at EDS and focusing on opportunities that lie ahead, EDS will become the platform we all need to continue to grow and prosper

EDS and the Mirage hotel are doing everything they can to assure that EDS 2021 is a safe event. According to the Mirage management, the hotel has increased the amount of routine cleaning, with a focus on high-touch surfaces and common areas using cleaning products that meet EPA guidelines. The hotel also has undergone rigorous measures to provide more outside air circulation throughout the buildings and guest rooms with air filters that meet or exceed published standards.

I look forward to seeing you all at EDS 2021 in Las Vegas.

> What doesn’t kill us makes us stronger

EXECUTIVE COMMENTARY – The Representor, Spring 2021

by Walter E. Tobin
ERA CEO
wtobin@era.org
T: 617-901-4088

I hope that all of you are enjoying the summer and getting to spend some time with your family and friends (remember them?). Things seem to be getting back to normal a little bit at a time: traffic is picking back up, the airlines are packed, airports are once again in chaos. Yet, some parts of this re-entry process feel good. I am sure I will get over this feeling of euphoria sooner than later and become a tired “road warrior” once again.

Last week, I took my first flight since the February 2019 ERA Conference to celebrate the retirement of Bob Evans of EK Micro. I was totally “off my game.” I forgot how/what to pack, what IDs I need to have with me, how to download my boarding pass to my iPhone app, how to request an Uber, etc. How could I have forgotten so much in so little time?

Yet, it all felt good to hug people, to shake hands (I had vowed to NEVER AGAIN shake hands … oh well), to chat with people without a mask, to share some common war stories of the past 15 months. We all seemed to be helping each other get back our A-game.

So, what is ERA doing to help YOU get back YOUR A-game? Plenty!

First, we are a co-sponsor of EDS, which is going to be held in Las Vegas on Aug. 30 – Sept. 2 at the Mirage hotel. This is a do-not-miss event and a perfect opportunity to see old friends, make new ones, and to get back in the game. I expect the show will look pretty normal. Perhaps a few favorite restaurants and bars may be closed or operating on a limited schedule due to staffing issues. However, the buzz at the Mirage will be unmistakable and refreshing.

Second, ERA is conducting its first-ever Virtual Sales Training session, “Sharpen Your Selling Skills” on Sept. 21 – 23. This unique initiative will give all of us a chance to dust off our toolkits, get rid of any rust that we have accumulated and be ready to hit the streets running! I know that ALL of us can benefit from a refresh of our toolkit to help ensure that we are the sales leaders of tomorrow.

We also have begun the planning process of our 2022 ERA Conference, to be held once again at the AT&T Center in Austin, Texas, Feb. 27 – March 1. It may seem like a long way off but, trust me, it takes months to plan for this event making sure we have a great agenda, motivational and educational speakers, and a diverse list of breakout sessions.

But can we take a moment to acknowledge all of the challenges that we have faced together over the past 15 months? I certainly do not want to dwell on all that we have had to deal with and go through. But, WE DID IT! Yeah us! We seem to be on the cusp of a new day for us and our industry. If we learned ONE thing from the past months is how strong we are!

We will need this strength to embolden us to be vigilant as we move out of our cubby holes and reengage to see how our industry has forever changed, how our customers have changed, how they want us to change, and to develop our road map to stay ahead of the change-curve and deliver a strong value to our customers on behalf of our manufacturers.

None of us can afford to or want to go back to the old ways of doing business – driving in a car for two hours each way to see ONE customer is probably out the window! We can certainly have a face-to-face meeting but, more often than not, these would be conducted via video. Video is FACE-TO-FACE!

We can ask our customers what specific meetings or events they want to have IN-PERSON — perhaps a product demo, a lunch-and-learn (although many of you did plenty of virtual lunch-and-learns over the past 15 months). Listen to your NEW customer and let them define how they want you to support them moving forward.

Let us all LEAD THE WAY to help define the new role of the field sales engineer, the best tools on time and territory management, customer profiling, etc.

ERA will continue to evolve and change in this new world. Please let me know what you need from US to help YOU navigate these new waters. We will continue to work hard to provide an excellent and relevant value proposition to our members.

My bags are, once again, packed and my phone (617-901-4088) is always on.

I am all ears.