Show Notes
What does the field sales rep actually deliver in a market where buyers research with AI before they engage? Lonnie Power, Customer Business Manager at Heilind Electronics, joins Sannah Vinding to talk about how the role has shifted from information delivery to translation, bridging, and problem solving. Lonnie has spent close to three decades inside the electronics industry, working both the supplier and distribution sides of the table. He talks about why AI is a powerful tool but not a replacement, why it answers confidently whether the answer is correct or not, and what it takes to develop the next generation of talent in an industry where most people stumble in by accident. This conversation is for sales leaders, distribution executives, rep firm owners, and senior professionals who are rebuilding how their teams sell, support, and grow customers in a market where the rules are being rewritten week by week. In this episode, you will learn: Why AI speeds the search but judgment closes the deal How the field rep role is shifting from information to translation Why younger buyers default to Amazon and Alibaba, and what to do about it How to reframe the 80/20 rule for where the industry is going Why managing your personal brand is the one thing you control What it looks like to lead through pivot moments without losing momentum About the guest: Lonnie Power is the Customer Business Manager at Heilind Electronics with more than two decades of experience selling component solutions across the electronics industry. Hosted by Sannah Vinding. She is an engineer and go-to-market leader focused on how leaders operate when complexity is high and the answers are not always obvious. Get the weekly newsletter at https://leadershipinmanufacturing.com/hello/ Stay curious. Keep learning
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