> Where Are They Now? Jim Houck Jr. and Russ Diethert

Life after the rep business

Our next two ERA notables are truly amazing men! As an example, when I called Jim Houck, a celebrated second-generation rep from Maryland, his wife said, “Sorry Harry, he’s out playing tennis!” Point being, he’s the same energetic guy at 86 who gets up early every morning just as he did during his selling days. Incidentally, please note the portrait of Jim’s dad in the background of his photo. He lived to over 100, a true rep centurion. Obviously, Jim and his father come from a special gene pool.

Our second ERA icon profiled in this issue is Russ Diethert, one of the most celebrated reps that our association has ever had. His many contributions started in the Chicagoland-Wisconsin Chapter and then onto ERA national. He did it all! He is also the first Hall of Famer that I have encountered who retired from repdom and went on to a successful second career. How is that for energy and drive?

I must admit that I am taken back by the extraordinary men whose bios have graced this column. If any readers feel that a fellow ERA man or woman is worthy of recognition in our publication, please do not hesitate to share their name and contact information with me.

— Harry J. Abramson

Where is James ‘Jim’ W. Houck Jr. now …

I am a young 86 year old, born in Frederick, Md., on July 4 (same birth date as my mother). My wife Barbara of 63 years and I have four married children.

My dad was already in the electronics world as a buyer at Bendix Radio in Towson, Md., until after the war. In 1948, he fortuitously went into the rep business. Some early lines were Price Electric, Sarkes Tarzian, Times Wire & Cable and Eastern Devices. They launched dad onto a very successful career path. He was also instrumental in forming the Chesapeake Chapter in 1958.

After proudly serving in the U.S. Marine Corps as a Second Lieutenant, Communications Specialist, I was honorably discharged. In 1960, I joined my father’s company. When our firm was appointed to represent Micro Networks and I was successful in three huge design wins at Westinghouse Defense; needless to say, it became our largest line. I then followed my father’s footsteps by becoming active at the local level. I went through the chairs and became chapter president in 1975 and ultimately served on the ERA Board of Directors.

I attended outstanding conferences in many spectacular places which gave me the opportunity to form many lifelong friendships. This resulted in obtaining many excellent principals. My ERA heroes were Ray Hall, Gerry Newman, Stan Herzog and John Doyle. Ray was a great CEO and a wonderful mentor. I only had the pleasure of meeting Walt Tobin when he visited our chapter meeting. The aforementioned aside, my favorite contact at ERA is Karin Derkacz who would bend over backwards to help on any occasion. She’s a gem! And of course, Tess Hill.

After dad retired, in 1981, I formed Walker-Houck Associates, a third-generation firm, which included my daughter, Janet, and son, Jim Houck III. I’m honored to boast, my son also joined the U.S. Marine Corps and served our country in Okinawa as a crypto-communications officer.

I’m blessed to have traveled to 28 countries. My hobbies are many including coin collecting, matchbooks, Pepsi cans and bottles, bird eggs and beach sands. My sporting interests include swimming (three miles, longest five in Chesapeake Bay), year-round tennis (two to three times a week), scuba diving and skiing in Switzerland, Japan and Canada.

I am indebted to my circle of rep friends and colleagues that included: Tony Faiola, Dave Myers, Bruce Joseph, Richard Shor, Tom Teal, Bob Barnhill, Robert Wilkinson, Gene Rosen and Dick Tidings.

I truly miss my ERA contacts and our association.

Where is Russ Diethert now …

I sit here today, at 77, having totally redefined my definition of old age once again. I still feel that is something in the distant future. Fortunately, I feel like a middle aged man who possesses the life and business experiences of a 77 year old. It’s great to be able to sit back and recall milestone memories like when I was 26. I was in Vietnam and my dad sent me 26 birthday cards and it took almost 26 days for me to get them all.

When Harry called and asked if I would write something about myself for The Representor, I was honored and humbled. I’ve always felt humble about my ERA involvement. Probably because I gained so much from that wonderful experience. Going to meetings, conferences and board rooms put me next to many of the masters of the art of being a multiple line manufacturers’ rep, and boy, did I pick brains!

I can’t tell my story without telling you of my greatest gift. I am the son of Russell S. Diethert (1953 ERA President) who was one of the early reps in Chicago back when we were “The Representatives.” He mastered the art of synergistic selling before it was chronicled by Jack Berman. My dad started in the early 40s after working for another company that went out of business. He figured he couldn’t do any worse on his own. Boy, was he right.

By the early 50s and through the 60s, he represented every item it took to make a capacitor. I mean plastic cans, metal cans, paper, foil, tab stock and rubber seals. He even received a patent for designing a motor start capacitor cover with molded in tab inserts. You see, back then, Illinois, Indiana and New England were the capacitor manufacturing centers. He turned his patent over to one of his principals in exchange for the right to sell their parts to anyone in the business. That led to an office in the Carolinas because capacitor companies began building plants there. That was the first move for them before going offshore.

When I started in the business in 1963, Illinois was still an appliance and TV manufacturing hub. Sunbeam appliance had plants covering almost two city blocks. Not one person today.

Reps have had to become masters at adapting to change with “offshore manufacturing” being the biggest one. It wasn’t so bad when they just moved to the Carolinas.

ERA staff and volunteers worked hard to provide tools to help our members continue to adapt and add credibility to our membership. The Certified Professional Manufacturers’ Representative (CPMR) program was a great example of that. I was glad to be involved during that development and became a CPMR at Arizona State. I think we were the first class there.

My story is not much different than many others who have devoted 40 years to this business and ERA. I purchased the business from my father in 1970. I purchased another firm in 1975 and merged with another in 1985 to form LTD Technologies. In 2002, after my partner and staff voted to merge with another firm, I decided to phase out, which I did in June of 2003.

I had such great experiences on the Chicagoland-Wisconsin Chapter board, the ERA Board of Directors, the EXCOM, the MIDCON show board, the EDS show board and the Grayhill rep council. I was extremely honored to receive the ERA Hall of Fame prestigious award in 1993. I have a memory bank that is full of wonderful experiences. For the most part, participation in all of them gave me fuel to continue to adapt and succeed in the rep business.

The ERA staff at that time, as I’m sure they are now, was an all-pro team. To work with Ray Hall, Jerry Francis, Tess Hill, Karin Derkacz and Janet Hipp was a great pleasure and a great benefit to me and our association. There was a wonderful memorial service for Ray this past May and I was very fortunate to be able to attend.

My oldest son was killed in 1999 at the age of 25 and that took a lot of wind out of my sails. The business became more difficult for me. I figured the new company that my partner formed was on its way to great things so it would be a good time for me to change my life.

In 1987, I had purchased a home on a lake in Watersmeet, Mich., which is in the western most county of the Upper Peninsula of Michigan in the heart of the Ottawa National Forest, which covers about a million acres. Weekend getaways and vacation times were spent there for 15 years. It is truly a piece of God’s Country, but don’t tell anybody.

I wasn’t ready to retire, but I wanted to move up north. So, a second career was in order. I decided to sell fun for a living and purchased a Polaris dealership. At the time they made snowmobiles, ATVs and jet skis. Little did I know that they would be the first company to develop a two passenger ATV, now called Side by Side. The Polaris RZR started a revolution in the off-road vehicle industry. It has been a blast. The great thing is we have over 500 miles of trails in our local system which provides ever-changing riding opportunities depending on the season.

Just like the rep business, I’ve had to adapt to industry changes, demands and a changing market.

This Spring, I sold my business to one of my competitors and am finally RETIRED! It only took me 56 years, but I am happy to report: THERE IS LIFE AFTER THE REP BUSINESS!!! If you would like to reach out, please email me at rfd403@aol.com.

On a sidenote, I’ve enclosed a picture of Maria, my beloved purebred mutt of a companion. I recently had to end her fight against Blastomycosis. It is a terrible fungus that gets in their lungs and is highly fatal. Maria also had it in her nervous system and the vets at the University of Wisconsin Veterinary School clinic worked around the clock to try to save her. What a wonderful, caring staff they have there, but once the disease progressed into her brain, there was no stopping it.

I urge any of you reading this who have pets who spend time in the woods where there might be decaying vegetation to take quick action if they ever develop a deep cough. Maria will not be missed by our local wildlife, but she is definitely chasing chipmunks, squirrels, deer, raccoons and an occasional bear in heaven.

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.

> And perhaps the rep …

Source: Electronics Representatives Association, The Representor Fall 2019, From The Top

by Chuck Tanzola, ERA President
The Fusion Sourcing Group Inc.
ctanzola@fusionsourcing.com

Our industry is experiencing an ongoing period of accelerating change, disruptive sales technologies and volatile events that have led some over time to diminish the essence, value and distinctive character of
the rep.

Certain dates in our history stand out for their collective significance: Nov. 19, 1863 (Somewhat more than four score and seven years ago, but greatly noted and long remembered for a 270 word speech delivered on the hallowed grounds of Gettysburg.); Dec. 7, 1941 (“… A day that shall live in infamy …”); Aug. 28, 1963 (“I have a dream …”); July 20, 1969 (“… One small step for man; one giant leap for mankind …”); and of course, Sept. 11, 2001 … (Do you remember where you were when …?)

Other dates are personally significant; but likely not as universally remembered. For example, do you recall Nov. 10, 1977? Maybe not. But I do. I remember sitting in the audience, a wide-eyed and impressionable freshman, listening to Frank HT Rhodes inaugural address, entitled, “… And Perhaps Cornell” as he was installed as the ninth president of Cornell University.

I remember Rhodes recalling a story from Cornell historian Morris Bishop; who detailed a critical review of American Higher Education by a foreign author who “claimed that only a few American institutions were places of any great distinction.” The only “typical American colleges,” the author concluded, were “Harvard, Yale, Princeton, and perhaps Cornell.” Bishop continued, “Had he sought pure examples of the great popular American university, […], he would have mentioned Michigan, Wisconsin, Ohio State and California. And perhaps Cornell.” Bishop lamented, “Perhaps Cornell! It has always been the fate of our University to be Perhaps Cornell!”

Rhodes went on to state, “… I wonder if those words haunt you as they haunt me. Perhaps Cornell. Perhaps Cornell. And they haunt me not as … judgment of our past but as a challenge and a hope for our future.”

I wonder, in a critical review of the electronics industry if some foreign author might say, “Companies that excel in reaching their customers going forward will do so through the extensive use of SEO and social media; global distribution strategies; artificial intelligence; and perhaps a network of manufacturers’ reps.”

He might continue, “The best market information is found in the big data contained in end to end CRM systems; collected through responsive web sites; monitored in sophisticated lead scoring systems; and perhaps from manufacturers’ reps.”

Perhaps the rep! Is it the fate of our profession to be “Perhaps the rep!”? Our industry is experiencing an ongoing period of accelerating change, disruptive sales technologies and volatile events that have led some over time to diminish the essence, value and distinctive character of the rep. Do these words haunt you as they haunt me?

Perhaps the rep! Should we allow a rapidly changing market to relegate us to accept an industry position of, “Perhaps the Rep”? Or should we take this as an exhortation to embrace changes; responding to the challenges they represent head on. I think the latter.

Perhaps the Rep! Should we shy away from new technologies that threaten to subject us to a long term position of, “Perhaps the Rep!”? Or should we develop a kinship and expertise with these technologies – eliminating any suspicion they could adequately render the role of the rep as secondary. I think the latter.

Perhaps the Rep! Should we allow industry volatility to subject us to always be, “Perhaps the Rep!”? Or is this a time for “Carpe Diem”, seizing the day and the opportunity inherent in the disruptive changes in our industry? I think the latter.

Trusted colleague, fellow rep, chair of the 2020 ERA Conference, and friend Mike Swenson, was recently quoted:

“This year’s conference theme, ‘Takin’ it to the Streets: Succeeding in a Dynamic Market,’ is a metaphor for the core value of ERA and the field-level (street) activities that manufacturers’ representatives are engaged in with customers, distributors and manufacturers to win business, deliver value and produce results.”

Whether you are in attendance as part of what will be a sold out conference or not (and I hope you are); my challenge to every member of the rep community and our Association is the same – take it to the streets; defend our historical value; and demonstrate our ongoing relevance through our performance.

As we do that collectively, my hope is present and future observers will note, “The differentiating factor in the level of sales success for any company is their manufacturers’ rep network … and perhaps their social media proficiency, innovative marketing campaigns and use of big data analytics.”

As always, I can be reached at ctanzola@fusionsourcing.com and welcome your comments and feedback. I look forward to seeing you in Austin, if not sooner.

> Out of change and chaos comes opportunity

Source: Electronics Representatives Association, The Representor Fall 2019, Executive Commentary

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

We have experienced change since the formation of the manufacturers’ rep model, the development and formalization of franchise agreements with distribution and the rise of a multitude of electronic component manufacturers.

Our industry is experiencing a lot of changes just since Aug. 1 — a new global distribution association is being formed, a major semiconductor manufacturer is terminating a global distributor, another semiconductor manufacturer is deciding to “go direct” and away from the rep model in almost all of its North American markets, etc. So much change in such a short amount of time, right?

Wrong!

When did our industry NOT experience change? We have experienced change since the formation of the manufacturers’ rep model, the development and formalization of franchise agreements with distribution and the rise of a multitude of electronic component manufacturers.

Distribution went through a tremendous consolidation beginning in 1980 with two major distributors acquiring over 50 other distributors over the next 30 years or so. Do you think consolidation in the channel is over? Not at all! There will be continued mergers and acquisitions (M&A) moving forward as distributors continue to move into new geographies and garner new franchises via acquisition … so stay tuned!

The manufacturers continue to go through tremendous merger activities in order to acquire new technologies via buying another manufacturer versus developing the technology internally. This merger activity allows for a quicker time-to-market timeline and a boost to shareholder value.

What about the reps? They are also experiencing their own M&A activities due to their desire for larger geographic territories or the desire to gain access to additional manufactures via buying another rep company versus trying to add manufacturers one at a time. Once again, time to market and a quick ROI is driving this activity.

But wait! Is there any downside to all this M&A activity? Of course.

The first impact is the toll that it has on the people — our fellow industry citizens. One of the main goals of any merger or acquisition is to try and capture the combined revenues of both organizations while eliminating the redundant expense. Sort of a nice antiseptic way of saying to lay off people.

Another area that needs to be sorted through is technology or manufacturer conflict. When a distributor acquires another distributor, there are manufacturers who will not “share the shelf” with one of their competitors. Thus, they may terminate the new combined company. Same is true when a manufacturer acquires another manufacturer. There may be a small/medium area of conflict that needs to be rationalized internally.

Manufacturer mergers have had a major impact on the manufacturers’ rep network. Manufacturer A buys manufacturer B; there is a rep “bake off” between the A’s rep and B’s rep; however, the manufacturer wants to choose rep A but they have manufacturer C that has a SMALL conflict with manufacture A. If the chosen rep wants to get/keep manufacturer A/B, they need to terminate manufacturer C – even if C represents a major source of revenue to them and the conflict is so small so to perhaps not even matter in that particular territory! So conflict has been a major product of all of this M&A activity.

Perhaps the biggest impact of the M&A activity has been on the customer. Does anyone even think of the impact on perhaps the most-important person in our industry? Our customers do not like surprises or change They like predictability and consistency. When a rep, distributor or manufacturer changes the sales/engineering coverage of a customer, it usually causes a near-long-term impact on the customer. Some customers work through the changes and in fact may become a stronger or more loyal customer to the new entity. Others may decide to “vote with their feet” and walk away to find a new manufacturer, rep or distributor. We should always keep in mind the impact on anything we are proposing to do on the customer.

So … where is the opportunity that comes out of all of this change and chaos?

It rests in your hands! It is up to YOU to lead your organization though this matrix of challenges. YOU need to continue to “skate where the puck is going” and stay ahead of change … continue to reinvent yourself and your company so YOU will be the winner in any of the M&A activity.

Do you have a strong hiring practice that allows you to continue to “restock the pond,” bringing tomorrow’s sales leaders into your organization? Do you have a formal succession plan in place?

A major way to remain relevant is by differentiating your rep company, distributor or manufacturer so the customer simply cannot afford to remove you from their supply chain. Reps can do this by providing a total solution to their customers’ needs through their manufacturers; provide design services via associated selling linking different technologies into a total solutions selling approach versus advocating one manufacturer at a time. Customers want to get total design help versus one socket at a time … be that rep who delivers this.

Distribution can differentiate themselves by developing unique product offerings; interconnect value added manufacturing, cable assembly, crystal programming, etc. They can also develop a strong design-in model either internally using their own FAE teams … OR … by partnering with the rep community and delivering total solutions selling to their mutual customers. Once the solution is designed in, the distributor can set up a strong supply chain model ensuring risk-mitigation and continuity of supply along with a best-in-class OTD and quality measurements. What good is the best engineering solution if the customer cannot get the product on time? After all, nothing happens until the product is shipped to the customer!

Bottom line: Do not sit back and wait for all this to blow over. It never has and never will. Learn to differentiate your company from your competition. Make it almost impossible for someone to eliminate you from their sales model.

Finally, keep the customer in your camp. At some point, a new organization will ask its customers who should be the new rep or distributor. You want them to pick YOU! This will only happen with lots of hard work and tough skating to where that puck is going … be there before your competition!

Skate away …

> Where are they now? Bernard C. Newman, Jr. and Joel Schwartz

Source: Electronics Representatives Association, The Representor Summer 2019, Where are they now?

by Harry Abramson

We did it again!

All of us at The Representor wonder if we could find ERA’s early cornerstones that helped lay the foundation for our proud association. Well, we did!

This issue features two of our cherished Hall of Famers: Bernard C. Newman, Jr. and Joel Schwartz.

Before you even start reading this WATN (Where Are They Now?) column I feel compelled to share the enthusiasm and energy these two gentlemen radiated. Bernie came across as sharp and energetic just as he did when he carried the proverbial salesman’s bag, and indeed, he was an exceptional salesman. He probably still is!

When I called Joel, I asked his secretary for his cell phone number. She responded, “You just missed him!” Yes, he is still active at 79 years young! I humbly thought that all reps at that age were retired enjoying the fruits of their labors, but au contraire, Joel is still at it because he loves it.

Read on to see why these two guys are phenomenal.

— Harry J. Abramson

Where is Bernard C. Newman, Jr. now …

My involvement with ERA began in 1956 when I was hired by the F. A. Daugherty Co., a Buckeye Chapter member, to cover western Pennsylvania and West Virginia. In 1960, I left to establish the Newman Sales Company, subsequently joining with a half-dozen other Pittsburgh-based reps to form the Keystone Mountain Chapter of ERA. Following several terms as Chapter Delegate, I was elected to serve on ERA’s Executive Committee (XCOM)as the association’s Treasurer. After four years on the XCOM, the last two as senior VP of Activities, I was appointed to the ERA Insurance Trust Board of Trustees, a position I held until becoming ERA’s Chairman of the Board in 1989.

Retirement in 1991 opened the door to a wide range of volunteer opportunities, and at some point in the past 28 years, I have taken advantage of quite a few, including a counselor at a crisis intervention center; taught students pursuing a GED; a reader to the visually impaired; a participant in a medical mission to Guatemala; tutored in our local literacy program; and even served as a tour guide on a WWII submarine! Quite a variety, but each rewarding in its own special way.

None of this journey would have been possible without the love and support of my wife, Nancy. Our marriage of 68 years has produced three daughters, five grandchildren, and so far, seven great-grandchildren. Unfortunately, we’re the only ones left in Pittsburgh, but travelling to places in California and Florida to see them is always great fun, and something we try to do as often as possible.

I have always been proud of my profession and to have been an ERA rep. In April 1991, at the association’s biannual conference in New Orleans, I was inducted into ERA’s Hall of Fame as its 17th member. To be so honored by one’s peers is as humbling as it is gratifying.

ERA enjoys a prominent presence in today’s electronics industry. As every old-timer well knows, such was not always the case! Sustaining the existing level of influence will be an ongoing challenge. I am confident that ERA’s members, and their leaders, are equal to the task.

Where is Joel Schwartz now …

As a manufacturers’ representative since 1965, I’m still proud to be an active owner and President of LCA Sales Company. My wife, Ellen, and I acquired LCA in 1979. Covering New York through Virginia, LCA has sold components, consumer products, sound, signal, A/V and security products with primary focus on security products since the late 90s. LCA has been very fortunate to have extremely knowledgeable, experienced, long-term and loyal employees.

I was born in the Bronx and moved to Yonkers, N.Y., when I was five. I met Ellen when she was 12 and I was 15. We both attended Roosevelt High School. I received my BSEE from Stevens Institute of Technology in 1962. By attending classes after work, I earned my MBA from Fairleigh Dickinson University Business School in 1966 with a double major in Finance and Marketing. My master’s thesis included detailed surveys of how manufacturers’ representatives can obtain new lines and help find principals good reps. These surveys were subsequently included in three articles that I wrote for The Representor in 1967.

Upon graduation from Stevens, I began a career with General Precision, designing and testing inertial guidance systems for Mobile Medium Range Ballistic Missiles (MMRBM) and AJN8 Fighter Planes. This was during the Vietnam War and Cuban Missile Crisis, and I was granted a critical skills deferment and secret security clearance.

Ellen and I were married in 1963 and moved to Little Falls, N.J. In 1965, I was offered the opportunity by Ellen’s father, Paul Nichols, a founding partner at LCA, to work as a sales engineer for the company. This allowed us to return to our native New York and start our family shortly thereafter.

I became active in ERA’s Metro New York Chapter, and in 1979, became a Chapter VP. In 1980, I became ERA’s National VP of the Sound, Signal and Security Division. I attended ERA conferences and XCOM meetings every year, and received ERA’s White Pin Award in 1984. In 1985, I became ERA’s Senior VP.

Over the next few years, I also served on the Board of the National Sound and Communications Association (NSCA) as its Show Committee and Membership Chairman. In 1985-1986, I served as a Director of the Electronics Industry Show Corp. and the Electronics Distribution Show (EDS), and worked to expand MRERF. Rep membership, benefits and participation were always the goal.

In 1987-88, I was appointed ERA National’s VP, Fiscal & Legal, and became President in 1989-90, then Chairman of the Board from 1991-92. Subsequently, I served as Chairman of the ERA Insurance Trust from 1991-92 and helped get ERA’s first Long-Term Care Policy approved.

In my various positions within ERA, Ray Hall was always a good friend and driving force, accelerating my learning curves and productivity. Karin Derkacz, Tom Shanahan, Tess Hill and Janet Hipp were wonderful staff members I could always count on to get the job done right!

Mentors were instrumental in my progress. ERA Legal Consultants, David Fisher and Gerry Newman, were invaluable friends in so many ways. Tim Coakley and Jess Spoonts were always available for top notch professional guidance. Bruce Anderson and David Locke were also very helpful.

My 1994 ERA Hall of Fame Award, presented at PGA National Resort, in Palm Beach Gardens, Fla., was truly the highlight of my business career. Shortly after, Ellen and I purchased an on site condominium and golf membership there, which we still own and use for winter vacations. Over the years, we’ve had some great times during remote ERA XCOM and BOD meetings with Ray and Pat Hall, Dave and Nona McCoy, and others.

Another accomplishment I am proud of was helping create a peer group of rep friends that met periodically in remote locations to brainstorm, discuss creative business ideas and help solve each other’s problems.

In 1967, at LCA, I had the idea and opportunity to create a small cable assembly manufacturing and distribution company that provided unique cables, connectors and assemblies to local dealers. Bi-Tronics (now BTX Technologies) was formed and sold to our son, Gregory, in 2003. An engineer with an MBA degree, he has built it into a prominent company, selling a broad spectrum of professional A/V products internationally. Even better, we’re located in the same building and get to have lunch together when we’re both free.

Back in 2015, Ted Curtin and I decided to try to convince the Security Industry Association (SIA) to accept manufacturers’ reps as associate members. We worked hard to make it happen, and finally succeeded in 2017. It was very gratifying to both of us, and we each received their Volunteer of the Year Award in 2018.

After 56 years (and counting) of a happy marriage with our two children and five grown grandchildren, I’m enjoying any free time we can have together. Ellen is retired, but works harder than any chef, gardener and carpenter, combined, that I’ve ever seen. My favorite pastime for decades has been golf. As an engineer, I’m always experimenting with new swings, unique clubs and training aids. While I was once a 9 handicap, today I play for the pure enjoyment of the game. We also use our timeshare, periodically, in Las Vegas, Newport, R.I., or Catskill Mountain resorts.

ERA has made a huge difference in my life and career. Thanks to everyone who helped and befriended me along the way!

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.

> 2019 reflections: ‘Ready, fire, aim’

Source: Electronics Representatives Association, The Representor Summer 2019, Executive Commentary

by Walter E. Tobin

Wow! Where has 2019 gone? Here we are HALF WAY through what was the New Year just a minute ago! Has EDS really come and gone? Did you go? Did you follow up on all of those action items — call or email the many new folks you met? It is never too late. It is also never too late to send a thank you email for a new lead, lunch or dinner, or just the opportunity to meet with him/her and pursue new opportunities together.

Do not be too tough on yourself if your calendar got away from you. It just means that you are busy, but “Carpe Diem” is the order of the day now. The year always starts off with lots of new plans, goals and initiatives — new markets to go after; new folks to find, hire and train — hoping that they bring in lots of new opportunities for your company in the New Year. We have all been brainwashed to think that NEW is always BETTER. The NEW model of car is most certainly better than last year’s model; the “new and improved” consumer product must be better … Manufacturers spend millions of dollars on developing new product introductions (NPI) that now become the NEW focused products that they want their reps and distributors to get designed-in, push the NEW stuff and hope the legacy stuff sells itself.

How is all of that working out so far? The mid-year point is upon us. It is time to pause and take a look to see how all of our NEW plans are taking shape. Are the new folks doing what we want/trained them for? Are our new products resonating with our new/existing customer base? Are we making our plan for the New Year that is now getting older each day?

There is a school of management that involves “ready, fire, aim” — ready (plan), fire (implement the plan and check on the results), aim (recalibrate and fire again). Some companies may be known for “ready, aim, aim.” They may never fire for fear of missing the target, for seeing their NPI initiatives not accepted by the customers. The fear of failure paralyzes the company. They continue to rely on their tried and true products — their legacy products —to sustain them; sort of like that famous sales example of the buggy whip manufacturer.

Do you know any companies like this? Of course you do!

We then have the “fire, fire, fire” companies. They hit a lot of targets but cause a lot of collateral damage while doing it, causing damage to their customers who cannot rely on them for consistency and conformity. They are quick to “end-of-life” (EOL) products. They cause damage to their own image as a disruptor to the market with tons of new stuff that never sticks around long enough to see if its introduction was a good or bad idea. You will never fail in your 90-day plan if you keep changing it every 60 days!

What are YOU doing at this mid-year point to evaluate your own company’s NEW plans for 2019? Do you ever change your plans, or do you leave them in place for fear that YOU may look bad if you admit that your plans were a bit flawed? Do you take sales budgets up or down for 2H 2019, or do you leave them in place knowing that you and your sales force have NO CHANCE of making budgets for 2019, jeopardizing incentive plans for 2019?

What about your non-sales goals — professional development, training, CRM training, new website launch, etc.? Do you shelve the investments planned for 2H 2019 because you will miss your plan? Many of these original investments may be just the thing you CANNOT afford to cut when the market gets soft!

Resetting goals is a tricky thing to do. We think about why we did not see the softer market coming … Were we too optimistic? Were our customers overconfident? Did the past two-plus years of a strong market lull us into complacency?

The best source of data to help you in your 2H planning process is the CUSTOMER!
Go, talk to them! What are THEY seeing? Talk to the marketing and sales force of your customers. What do THEY see? They are a great resource of information and market G-2 that most of us never talk to (or even know who they are).

Your companies are relying on YOU to guide them for 2H 2019. Which category are you in?

• Folks who MAKE IT HAPPEN?
• Folks who WATCH IT HAPPEN?
• Folks who WONDER WHAT HAPPENED?

I know what category ALL of us see OURSELVES in … do others?

Let’s go MAKE IT HAPPEN for 2H 2019!

> Moving ERA forward

Source: Electronics Representatives Association – Representor Spring 2019, From the Top

by Chuck Tanzola

Chuck Tanzola, CPMR
The Fusion Sourcing Group Inc.
ERA President
ctanzola@fusionsourcing.com

I believe ERA must continue to move forward as an association, facing the inherent challenges in front of us …

Let me begin by thanking the ERA Board of Directors for the distinction of being elected your president — I am truly humbled; and in recognition of the trust inherent with this honor, I will work hard with you, the Executive Committee (XCOM), our CEO, and the entire talented ERA staff to continue to strengthen the association.

Speaking of the XCOM, let me also welcome Cameron English, CPMR, of English Technical Sales Southwest; Dave Fitzgerald of WESCO Sales Group Inc.; and Tom Griffin, CPMR, of Catalyst Sales Inc. as they join the committee. I look forward to your collective insight, and working with each of you.

And, I would be remiss if I did not acknowledge the significant contributions of Dan Parks, CPMR, of West Electronic Solutions and Kathie Cahill, CPMR, of Net Sales Company, whose terms on the XCOM have come to an end. You have both served with wisdom, distinction, and faithfulness — and I speak for the entire association in extending our sincere thanks and appreciation to you both. While your terms on the XCOM have ended, your contribution to our association continues.

Impressions from Austin

As I write this, I’ve just returned from the ERA 50th Anniversary Conference in Austin, Texas, where we “Celebrated the Past” while learning to “Embrace Tomorrow.” This conference continues to be one of the premier networking and educational events in our industry; and our association should be very proud of both the product and the devoted efforts of the large team of volunteers and staff who put the conference together. Thank you all for a job well done!

A number of takeaways from the conference are running through my head: What better questions can I ask? How do I get the distracted customer’s attention? How do I apply data analytics more effectively? What is your non-verbal communication telling me? (More importantly, what are my non-verbals saying to you?) I’m sure I will need some time to process these and other thoughts, but two things from the conference stand out to me.

First, when we celebrate the past, it is the people and relationships in our industry that are the focus of our attention.

Second, as we embrace the future, it is the accelerating rate of change in the technologies of tomorrow that dominate our thoughts. I invite you to take a look at the conference opening video — available on the ERA website. I think you’ll see what I mean.

Embrace the future: ERA objectives

With these two points providing perspective, I believe ERA must continue to move forward as an association, facing the inherent challenges in front of us with the following objectives and priorities.

1) Focus on our mission and relationships; prioritizing and never losing sight of providing value to the people of the 600-plus member companies of our association; including on the national level and through our unique local chapter structure.

2) Work to strengthen the operations infrastructure of our association; including providing staff development and growth opportunities as appropriate; widening volunteer opportunities and engagement points for our members; and building our financial base within the guidelines of our association by-laws to position us to both capitalize on future opportunities and weather future storms.

3) Continue to be a good industry citizen – globally; seeking to work collaboratively with complementary organizations such as ECIA, EDS, MRERF, electronica and others.
The XCOM has been working on all of these issues (and others); and will continue to do so over the coming days, weeks and months. We also welcome your input.

Closing thoughts – and off to EDS and Las Vegas

As I move to a close of this article, I also move to thoughts of the upcoming EDS Summit in Las Vegas the week of May 6th.

From multiple discussions with colleagues about EDS, I can tell you that the weather will be gorgeous (probably). The elevators will be easy to navigate (probably not). All of the presentations you attend will be stimulating (you decide); every committed action item will be accomplished (or not); and you will win in the casinos (odds are against it). If this seems to be a bit “tongue in cheek,” it is. However, from those conversations, and years of personal experience, I can tell you that, in all seriousness, relationships will be made and built in Las Vegas (for sure), but only if you are there.

That’s it for now – I think this weekend I’ll watch my favorite movie – Fiddler on the Roof (with the sound off). #Tradition #IfIWereaRichMan

As always, I can be reached at ctanzola@fusionsourcing.com and welcome your comments and feedback. If you attended the ERA Conference, I would love to hear your thoughts. If you didn’t attend, you will get another chance next February and I encourage you not to miss it.

Oh, and see you all in Las Vegas at EDS!

> You’re gonna need a bigger boat!

Source: Electronics Representatives Association – Representor Spring 2019, Executive Commentary

by Walter E. Tobin

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

All of us at ERA are most appreciative and quite humbled at the resounding turnout at our conference. As we often say, it is YOU, the ERA members, who make ERA the great organization that it is.

“You’re gonna need a bigger boat!”

This statement was made to Quint as Captain of the Orca, the shark-hunting boat in JAWS. It remains as one of the all-time great ad-libbed lines. If you have never seen it as it was out 44 years ago (Yikes! Am I dating myself?), go find it on the web and watch it.

Several folks reminded me of this line during our 50th Anniversary Conference in Austin back in February. The funny reference was to the fact that our conference was SOLD OUT once again this year with the audience in the room approaching 400! Many of the attendees came up to me with congratulations while noting the SRO atmosphere. However, they also “cautioned” me to not become a victim of our own success; not to lose that “secret sauce” that makes our conference so special and somewhat unique. Our conference offers attendees the opportunity to choose the breakout topics that THEY want to listen to as opposed to a one-size-fits-all agenda.

We certainly are looking to take this advice to heart while we walk the tightrope during the planning session for our 2020 ERA Conference, scheduled for Feb. 23-25. But exactly how do we pull this off? An interesting dilemma for us for sure!

All of us at ERA are most appreciative and quite humbled at the resounding turnout at our conference. As we often say, it is YOU, the ERA members, who make ERA the great organization that it is. Your investment in time and precious treasury do not go unnoticed. More importantly, your active participation in our conference “hands-on” format allows for many lively discussions at both the General Sessions and the Breakout Sessions. Trust me when I say that your passion and commitment is never taken for granted.

Our conference is perhaps one of the most tangible services that ERA provides to its members. It provides a venue that is casual and informal, allowing for small and large reps, distributors and manufacturers to mingle and discuss common issues. As we often learn, regardless of the size of our company, our issues are the same. Even if we are competing reps or distributors in the same territory, or manufacturers with the same products/technology, we can often quickly get on a common ground, share best practices on how we may have addressed this issue ourselves and learn from each other as fellow industry citizens. It allows our company presidents, VPs and sales personnel to actively interact with and learn from each other. In many cases, this one-of-a-kind event provides us the opportunity to meet industry folks that we would never meet due to geography or competitive challenges.

So, how can you help, you ask?

Our planning process for the 2020 Conference has already begun! We are positioning our different conference committees and sub-committees who will guide us in selecting the best content for our general sessions and breakout sessions and providing speaker recommendations. We are looking for volunteers to help us put on another great conference – with real and applicable content delivered by OUR ERA experts! The hours are long and the pay is lousy, but the reward is priceless!

So, do we really need or even want a “bigger boat”? It is really up to you as you guide our committee into the 2020 Planning Process – come help us figure out how to keep our boat the same size while delivering another great event!

Your captain.