Flex and Rigid Sales and Marketing with Al Wasserzug


Reading time ( words)

After decades in the PCB industry, Al Wasserzug of Cirexx International has seen marketing and sales trends come and go. I recently caught up with Al and interviewed him via email about the latest sales and marketing techniques, the value of traditional methods such as trade shows and conferences, and the particular characteristics of marketing flex circuits.   

ANDY SHAUGHNESSY: For anyone who may not be familiar with Cirexx, give us a quick background on the company and your own background.

AL WASSERZUG: Cirexx was established in 1984 in Silicon Valley as a PCB manufacturer and has grown over the years to become a full service PWB supplier. The company offers design through assembly of printed circuit board and flex circuit products for a variety of markets and holds several professional certifications and registrations.

I have been in the PWB industry for more than 38 years and have served in nearly every facet of a manufacturing organization. With Cirexx, I manage business development in the Midwest and Southeast U.S. where I have an opportunity to utilize most of the skill set I have developed over my career. While I continue to specialize in flex circuits, I have also enjoyed learning and participating in the growing RF/microwave PCB niche.

SHAUGHNESSY: How would you describe the Cirexx marketing philosophy?

WASSERZUG: The Cirexx marketing approach can be wrapped up in one word: focus. We focus on a particular market segment, technology, region and/or customer account and then saturate that entity with all things Cirexx. We use all available tools: The Internet, trade shows, “lunch-n-learn” events, sales reps, cold calling, technical interface/assistance and a lot of face time with key individuals.

SHAUGHNESSY: Do you think trade shows, conferences and advertising are still important marketing avenues? I hear this argument, pro and con, quite a bit.

WASSERZUG: These are all tools that continue to have great value within the context of a larger marketing plan. They will individually seem like a waste of time and money if they are not incorporated into a dedicated strategy from which the entire sales team is working. You can add all forms of other common sales instruments to this list and similarly get pro and con on each for the same reason: use of social media; sales reps vs. direct sales; value of “lunch-n-learns,” etc. Every organization must have an overall plan to achieve a specific objective. Then, and only then, will they readily see the wisdom—or lack thereof—in any one particular approach.

To read this entire article, which appeared in the December 2016 issue of The PCB Design Magazine, click here.

Share


Suggested Items

Zuken Teams With Nano Dimension for 3D Printing Design Flow

11/22/2017 | Andy Shaughnessy, PCB Design007
At PCB West, Zuken shared a booth with Nano Dimension. Zuken has been working with Nano Dimension for some time, and adding support for 3D printing and nanotechnology to its design tool platforms. I sat down with Zuken’s Humair Mandavia and Nano Dimension’s Simon Fried to learn more about this alliance, and to find out more about this odd-looking box being demonstrated in Zuken’s booth.

Nine Dot Connects: Good Design Instruction is a True Value-Add

11/09/2017 | Andy Shaughnessy, PCBDesign007
Nine Dot Connects has certainly blazed an interesting trail. The company started out as an Altium reseller, but in less than a decade, Nine Dot Connects has also become a design service bureau and a provider of PCB design instruction, training, and consulting services. I recently interviewed Paul Taubman, technical services director for Nine Dot Connects. We discussed the company’s expansion from VAR to service bureau and content provider, and the changing landscape of PCB design instruction.

AltiumLive Summit—Munich, Germany, Part 2

11/13/2017 | Pete Starkey, I-Connect007
Pete Starkey continues with his review of the AltiumLive PCB Design Summit held recently in Munich, Germany. The second day commenced with a new product launch. “Working together is hard” it read on the screen. Statistics indicated that 33% of new products were late getting to market, of which 28% were late due to insufficient collaboration, and up to 50% of potential revenue could be lost through being late to market. Then the screen read “NEXUS makes it easy!”



Copyright © 2017 I-Connect007. All rights reserved.