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FEBRUARY 2019 I PCB007 MAGAZINE 11 This issue of PCB007 Magazine looks at the current thinking in our industry from a number of perspectives. Kicking us off is a column from Dr. John Mitchell, "Become an IPC Workforce Champion." IPC is attacking the chronic shortage of industry-skilled workers with the launch of their IPC Workforce Cham- pions campaign. In a feature interview, "Dan Beaulieu on Magnetic Marketing," Dan talks with us about creating magnetism around the services and products you sell, and the in- crease in sales success that results. "The More Things Change, the More They Stay the Same," is what Tara Dunn's column considers this month. Tara reviews sales strate- gies that she's seen and used over the years. Next, I continue the conversation from last month with NCAB's Wayne Antal. In this in- stallment, Wayne shares insight NCAB has gleaned from taking their business model to market. Steve Williams shows us "The Right Ap- proach" to branding from a small business per- spective in this month's column. Branding is a key step in catching the attention of the right prospects for your sales process, and Steve gives great insight. We spoke with expert recruiter Terry McNabb in this month's issue of SMT007 Magazine. In this installment, Terry and I discuss the recruit- er's view on the effect of emerging technologies on your sales strategy. As you will see from our conversation, Terry works closely with his cli- ents to find and solve the root problem with a strategic hire, making him well placed to pick up on industry trends. In the PCB Norsemen column, Didrik Bech discusses global copper supply and demand ef- fects. In light of our discussions on the supply chain in the January issues, Didrik's informa- tion is a further reminder to think long-term strategically. Rounding out our interviews this month is Sunstone Circuits' Matt Stevenson. In this con- versation with the I-Connect007 editorial team, we explore the evolution of online quoting and ordering in PCB fabrication. As you might ex- pect, things are evolving. Matt catches us all up on the current changes. Ending this issue on a technical note, Mi- chael Carano's "Trouble In Your Tank" column continues with part four in his series on "Mov- ing into Microvias" regarding the metalization process. In the end, traditional thinking on sales techniques certainly suggests that our offer- ings have most of the characteristics of both business models—product and service. And the outlier opinions make the point that none of those distinctions even matter. As you read through the perspectives in this issue, ask your- self how this all fits with the company where you work. Let us know how all of this applies to you. We're always open to reader feedback. If you have a topic to suggest or a response to some- thing we've printed, contact us at editorial@ iconnect007.com. PCB007 References 1. Kevin Johnston. "Selling a Product Vs. Selling a Service," Chron.com. 2. Nancy Wagner. "Selling a Product Vs. Selling a Service," AZCentral.com. 3. Jim Keenan. "The Difference Between Selling a Product or Selling a Service," ASalesGuy.com, February 8, 2016. Nolan Johnson is managing editor of PCB007 Magazine. Nolan brings 30 years of career experience focused almost entirely on electron- ics design and manufacturing. To contact Johnson, click here.

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