Customers are harder to reach. Inboxes are full, LinkedIn pitches arrive too fast, and more outreach is not solving the problem.

In this episode of the Leadership in Manufacturing Podcast, Sannah Vinding sits down with Walter Tobin, former CEO of the Electronics Representatives Association, to talk about why sales training matters in the electronics channel. Walter brings decades of experience across electronics distribution, manufacturer relationships, and the manufacturers rep community.

The conversation covers how customer behavior has changed, why reps and distributors need to work together, what manufacturers risk when they bypass rep relationships, and where AI helps sales teams without replacing the human part.

In this episode, you will learn:

Why customers ignore most outreach today.
How to think about value before sending the message.
Why sales training is still missing in parts of the electronics industry.
How reps and distributors can work together to win and keep the socket.
Why AI helps with research, but not with trust.
What it takes to become a trusted advisor in the electronics channel.

About the guest:

Walter Tobin is the former CEO of the Electronics Representatives Association. Before leading ERA, he held senior roles at Future Electronics, Pioneer-Standard, and Arrow Electronics. He is known for his work connecting manufacturers reps, distributors, and manufacturers across the electronics industry.

Hosted by Sannah Vinding, engineer and go-to-market leader focused on how leaders operate when complexity is high and the answers are not always obvious.

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