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 competitor of ours once lamented that “a blind monkey could sell Glenair backshells,” and while I personally resent that remark (having sold quite a few in my day) it is true that our same-day inventory, fast turn around on quotes, and full spectrum product lines make it awfully hard for the competition to keep pace. But how often do we ourselves take stock of the many strengths Glenair brings to the marketplace? How often do we leverage those strengths directly in sales calls, at trade shows and in other contacts with our customers? Once upon a time at Glenair, we felt that if we could beat the competition on quality of service, speed of response, and breadth of market coverage, our products would, literally, sell themselves. Fortunately, even when we made such assumptions, our guiding principles (in this case the call to “focus on results rather than on methods”) were there to pull us through. And so, exercising the right to change our minds, we brought on board a staff of dedicated product managers, we expanded our worldwide sales presence in Europe and in Asia, and we fine-tuned our independent sales representation and distribution channel for maximum impact. The resultant worldwide sales force is now the envy of the interconnect accessory industry, and a tribute to the wisdom of remaining flexible in the methods employed to achieve success. Now it’s time to reveal another change of mind, this time in the areas of advertising and marketing. For quite some time at Glenair we have pooh-poohed any additional marketing efforts beyond our standard catalog distribution and our presence at some select trade shows. Frankly, it was hard to justify additional marketing expenses while our sales force was doing so well competing for accessory product sales. But times have changed, and so has the range of products now available from Glenair. We have incredible sales opportunities in composite thermoplastic components, conduit and convoluted tubing, fiber-optics, and circular, rectangular and micro twist-pin connectors. And, we have no intention of waiting around for the marketplace to “discover” these capabilities before we make our pitch. So, beginning with the launch of Glenair’s new corporate web site, and continuing with our new “Backshells and Beyond” marketing video and FAX-based advertising effort, Glenair is embarking on an aggressive campaign to build awareness for our “growth” products and the company that brings them to market. We hope you like what you see, and that you will make a point to leverage Glenair’s new marketing messages in your work. And speaking of making a point, let me be the first to welcome the employees and staff of Glenair’s new “Microway” product division to the Glenair team.
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