Wiring Harness News WHN May-Jun 2015

Wiring Harness News NOVEMBER/DECEMBER 2012 1 INDUSTRIAL INFO-TAINMENT s • When to Sell i : e Th su res • CE-Marking of Cables Is tu • How Reshoring Drives Profitability a • The Challenge of Articulating Value e F • Closing the Gap - Minding What Matters Most • Wire Wisdom - Hazardous Location Classification MAY JUNE 2015 Reliable Electronics By Fred Noer _________________________________ an a company be high touch in a high-tech world? At Reli- able Electronics (RE) in Mount Vernon, N.Y., owner and presi- dent Jay Friedman certainly thinks so. Enthusiastic and outgoing, he is an avowed and self-described people per- son, and he defines his company by the relationships built and maintained by him and everyone on the staff. Friedman’s business model for RE is what he remembers as mom-and-pop grocery stores in Mount Vernon neigh- borhoods when he was growing up in the 1930s, ‘40s and ‘50s. “You knew the people running the shops, and they knew you,” said Friedman, 79. “I want to emulate that work ethic and get to know our customers, give good service and be supportive. “Relationships guide me, and I enjoy being associated with people and talk- C ing to them,” Friedman said. “I’m the same as my dad, who was a people per- son. People here at Reliable are people persons, too. I train them to have the personal touch and be hands on. Such attentiveness to current and prospective RE customers serves to dif- ferentiate the company from others in the wiring harness industry, particularly large firms, according to Friedman. He has no intention of growing substantial- ly because it would jeopardize the emphasis on close relationships. “I do what the big guys don’t do,” Friedman said. “I don’t want to become a big manufacturer. I can’t compete with big companies and their big numbers and their offshore facilities. I want to stay small and do what they can’t do. “Reps today can’t get to know people because of e-mail, faxes and all the auto- mated stuff,” Friedman said. “Communi- cations today are so different. Reps don’t even go out to lunch with customers anymore.” The 2015 WHMA Conference By Joe Tito Wiring Harness News _________________________________ ’m going to defy convention and begin with the conclusion. The 2015 Whma conference was truly an inspiring and insightful event. Having attended the last six WHMA events, and several back in the early days, I can say this from a solid footing. The numbers tell the story. Attendance was at an all time high, up 14% over the previous year. The number of exhibitors was also at an all time high. WHMA even had to get creative with last minute spaces for some new exhibitors. I The past three conferences have rep- resented a ramp-up from previous years. It has become the seminal event in the wire industry to slow down, take a reflective view of your organization, and gain tools to immediately improve oper- ations and strategic planning. The biggest challenge WHMA faces for the 2016 conference will be topping this one. Here’s why. The keynote speaker was the Hon. Allen B. West, retired US Army, and for- mer Representative of Florida's 22nd dis- trict. I became a fan when he ran for congress in 2011, so his inspiring story ________________Continued on page 15 Thru-hole secondary assembly station. RE is a low-volume, high-mix manu- facturer of wiring harnesses, cable assemblies, printed circuit boards (sur- face mount and through-hole) and electromechanical assemblies on a con- signed, turnkey or mixed basis. One piece or hundreds or thousands of pieces will be produced over assorted timeframes. “Our typical order is in the hundreds or smaller, usually one that needs a quick turnaround,” Friedman said. “Doing ________________Continued on page 44 The Challenge of Articulating Value Breaking the status quo takes a conversation system, fueled by great stories and great skills By Ted Ergo, National Director Corporate Visions, Inc. _________________________________ henever you hear “90 per- cent” at the start of any sentence, you have a good idea that what you’re about to hear is either really good or highly troubling. Well, I don’t like to be the bearer of bad news, but here are three findings that belong to the latter category: W • 90 percent of all marketing material goes unused by salespeople. (Source: Business Marketing Association) • 90 percent of salespeople admit losing not only to an inferior product, but also to one that costs more. (Source: Sales and Marketing Management) • Nearly 90 percent (89 percent, to be exact) of salespeople fail to get a second appointment with buyers. (Source: Forrester Research) Needless to say, these are some pretty discouraging figures. So, if your job involves equipping salespeople with the messages, tools and skills to succeed in the field, what can you do to reverse some of these glaring issues? In my recent presentation at the WHMA Annual Conference, I discussed a few strategies to help marketers and sales reps tell a provocative, status quo- busting story that resonates from lead to pipeline to close. Here are some ways to deliver a consistent story that gets your prospect to say “yes” to leaving their cur- rent situation and “yes” to choosing you: • Identify unconsidered needs. Messaging that responds to what cus- tomers are telling you their problems are might seem like the best way to address their pain points. The problem with this approach, however, is that you won’t be the only one doing it. In other ________________Continued on page 10