When it comes to selling, it’s all about the friendships.

After an almost four-year hiatus from selling PCBs, I was surprised upon my return to find that most of my previous customers have had very few visits from industry salespeople – and some, none at all. This is a mistake. Yes, electronic communication is important in today’s marketplace, but nothing beats the personal touch when it comes to winning and retaining customers.

And it’s the same for PCB buyers. Holding onto good vendors requires regular, in-person interaction.

I’m now an old dog in sales. I remember the advent of the fax machine being a big deal. All the technology that’s arisen in the past 20-plus years has hugely enhanced communication in our industry. But today’s all-digital environment tempts many salespeople and buyers to rely solely on the impersonal world of the “Internet of Things” to make successful connections. That approach is certainly easier in many respects. But I believe it has severe limitations.

The PCB industry is overdue for modernization.