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8 The PCB Design Magazine • December 2016 Sales in the electronics industry used to be so simple: You started cold-calling and you called until you made a sale. Ditto for marketing: Your company attended and exhibited at trade shows, presented papers at conferences, and (hopefully) you advertised in the trade publications of your choice. And if you were selling EDA tools, you flew around the globe doing presentations. Sometimes you salespeople even acquired some "hot leads" à la David Mamet's fine movie "Glengarry Glen Ross." (That movie should be required viewing for anyone in sales.) But still, it all came down to cold-calling. All of those methods are still being used to- day. But in just the last decade, sales and market- ing pros have gained an abundance of constantly evolving social media tools to help them ply their trades. LinkedIn, Twitter, and Facebook seem to be the most popular in the PCB landscape, espe- cially among the more "techie" users. But many of you are, ahem, veterans of this industry. When you turned 18 you voted for Nixon or Carter. Are you really going to learn every new social media tool? If you're in sales, you may have to. Yes, your toolbox has a lot more tools in it. But selling and marketing hasn't gotten any eas- ier, especially with millennials coming into the workplace. I've heard horror stories about young people blowing off appointments and refusing to by Andy Shaughnessy I-CONNECT007 Sales and Marketing in PCB Design THE SHAUGHNESSY REPORT

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