Show Notes
Sales teams have more tools than ever. Product training has expanded. CRM training has expanded. AI training is next. But the basics of selling still matter when a buyer pushes back, a customer relationship gets tense, or a major opportunity needs trust before it can move forward. In this episode of the Leadership in Manufacturing Podcast, Sannah Vinding talks with Andy Coyle, Senior Director of Sales at ebm-papst Inc., about sales training, trust, AI, and what it means to be a high-touch leader in a high-tech world. Andy shares why his team went back to the basics after COVID, including networking, prospecting, pre-call planning, sales calls, follow-up, and role play. He also talks about why vulnerability is a strength, how distribution and manufacturing move at different speeds, and why AI can support sales work without replacing human judgment. In this episode, you will learn: Why sales training still matters in electronics, manufacturing, and technical sales What gets lost when teams focus only on product, CRM, and tool training How vulnerability helps leaders and salespeople ask better questions Why distribution and manufacturing often work at different speeds What Andy's post-COVID sales boot camp taught his team How AI can help with research, comparison, and preparation Why the last mile of sales still depends on trust, judgment, and face-to-face conversation About the guest: Andy Coyle is Senior Director of Sales at ebm-papst Inc. He has spent more than thirty years in electronics, distribution, and manufacturing sales. His work focuses on sales leadership, channel development, customer and distributor relationships, and helping teams grow through people-first leadership. Hosted by Sannah Vinding, engineer, go-to-market leader, and host of the Leadership in Manufacturing Podcast. Subscribe to the Leadership in Manufacturing newsletter: https://leadershipinmanufacturing.com/hello/
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More from Leadership in Manufacturing
Your company can have the right product for a customer's application and still be overlooked if the customer cannot find the information they need. In this solo episode of Leadership in Manufacturing, Sannah Vinding shares why she wrote Visible or Invisible: How Industrial B2B Companies Win Buyers When AI Builds the Shortlist. She looks at how customers move between AI tools, websites, technical documents, and distributor pages, and how teams can make their knowledge more useful along the way. You will hear: The three buying jobs: Discover, Prove Fit, and De-risk Why product explanations need clear conditions, limitations, and technical review How engineering, product management, product marketing, sales, customer service, reps, and distribution contribute to reliable answers The five Visible GTM foundations: Product Truth, Governed Knowledge, Signal Quality, Workflow Readiness, and Human Trust How to start with one product family and one recurring customer question Where human expertise helps customers check assumptions and make decisions Practical takeaway: Choose a question your team hears repeatedly. Look for the answer where customers research your product. Agree who writes it, who reviews and approves it, and who keeps it current. Check whether it helps before expanding the work. “AI helps prepare, people help customers decide.” Sannah Vinding ABOUT THE BOOK #1 New Release in Industrial Marketing on Amazon. The book includes access to a companion toolkit with interactive templates, worksheets, and scorecards. Access instructions are inside the book. Foreword by Walter Tobin. Learn more: https://visibleorinvisible.com Paperback: https://www.amazon.com/dp/B0HMFQGWJW Kindle: https://www.amazon.com/dp/B0HMFCJJKJ
Brooks Mattice, Vice President of Sales and Partner at MFC Group, joins Sannah Vinding to discuss how leaders prepare sales teams for growth through structured training, practical onboarding, feedback, and AI-supported tools.
Colin Strother, Executive Vice President at Rochester Electronics, joins Sannah Vinding to discuss how trust, authenticity, and customer commitment shape leadership across a global electronics business. Colin shares how Rochester supports customers across the semiconductor ecosystem and why customer experience cannot depend on one channel. Some customers want to meet face to face. Others want to pick up the phone or use a digital platform. The leadership challenge is creating an experience that supports all three while keeping trust at the center. The conversation also covers how leaders learn from mistakes, why self-awareness and composure matter, how confidence helps new leaders grow, and what picking up a piece of trash can teach us about doing the right thing when nobody is looking. In this episode, you will learn: Why trust has to come before influence How authenticity helps leaders turn a vision into results through other people Why customers want choice across personal and digital channels How global leaders build local teams and relationships Why self-awareness and composure matter when information moves quickly How confidence and support help new leaders step forward How small visible actions reinforce leadership standards About the guest: Colin Strother is Executive Vice President at Rochester Electronics. He began his career through an electronics apprenticeship in Scotland and has since worked across semiconductor distribution, customer experience, sales, and global team leadership.
Riad Nizam, President of Master Electronics, joins Sannah Vinding on the Leadership in Manufacturing Podcast to discuss how distribution leaders build trust as AI speeds up work across the electronics industry. Riad shares how Master Electronics builds a relationship-first culture through communication, decision-making, feedback, mindset, and customer and supplier trust. He also talks about how AI is helping the organization think differently, bigger, and faster, while people still own the final judgment. This conversation is for leaders in electronics distribution, manufacturing, supplier relationships, sales, product, and technical teams who want to move faster without losing trust, communication, or human judgment. In this episode, you will learn: How Master Electronics supports faster decisions with practical decision tools Why trust is still one of the strongest advantages in electronics distribution Where communication breaks down between suppliers, distributors, and customers What customers ask for now around tariffs, compliance, supply chain, pricing, and lead times How AI can help teams think differently without replacing human decision-making Why mindset, humility, and positive energy are hard to train later How leaders can make feedback easier by asking for it first Why culture has to grow from both the top and the team About the guest: Riad Nizam is President of Master Electronics, a family-owned and operated electronics distributor with more than 50 years of history. Master Electronics was founded by Ike Nizam in 1967. Riad has held leadership roles across sales, product marketing, general management, and executive leadership. Hosted by Sannah Vinding, engineer, product marketing and GTM leader, and host of the Leadership in Manufacturing Podcast. Stay curious. Keep learning.
Nate Witsaman, Manager of New Market Development at DigiKey, joins Sannah Vinding on the Leadership in Manufacturing Podcast to discuss curiosity, communication, feedback, remote leadership, and developing people in technical teams. Good managers do not wait until something goes wrong to build trust with their people. Nate shares how he thinks about the shift from managing tasks to developing people. He talks about asking better questions, learning how people want to be recognized, making space for quieter voices, and building relationships before the hard moments arrive. In this episode, you will learn: Why curiosity is one of the strongest management skills How managers can build trust before a difficult conversation Why recognition and feedback need to be personal How remote leaders can avoid becoming only transactional Why quieter team members may need room and a direct invitation to speak How slowing down can help teams improve before pressure rises Why safe practice helps future leaders grow