Specialty Fabrics Review November 2019 - 51

ON STAGE
New leadership for IFAI

BETTER BUSINESS THROUGH SOFTWARE

he importance of software technology for the
manufacturing industry was highlighted during a preconference education session presented by Bob Fatahee,
owner, and Mike Falahee, president, of Marygrove/Sun
Protection of Florida. Technology has helped Marygrove
grow significantly-and has allowed it to better compete with
companies that offer quick services and delivery, like Amazon.
Software technologies that Marygrove utilizes include:
* A software platform accessed by consultants through iPads
that includes a presentation on the company's products and
also collects on-the-spot customer information.
* An awning simulator accessed on an iPad that shows a client
what a particular awning would look like on the client's
house or business. The simulator also includes a product selection section, awning size determination section, installation
accessories page, and a confirmation/checkout tool.
* A customer portal that all Marygrove customers can access to
track their purchases and view an installation video to show
the installment on their property was done correctly.
Through these and other software technologies, Marygrove
has been able to implement same-day contact with customers,
has reduced its number of giveaways and discounts, and now
experiences higher close percentages and better upsells.

SALES SUCCESS

ADD A DOSE OF PASSIVE AGGRESSION

Chris Semonelli, vice president, sales and marketing, E Squared, and
president of Coated Technical Solutions, said he has "a philosophy of
being assertive with passive aggression" when it comes to sales. "You
need to have a deadline with customers and R&D, and make frequent
visits. Emails and faxes are great, but you can't look customers in the
eye and find out about opportunities," advised Semonelli at a campfire
session at Expo 2019.
Semonelli recommends developing tactical steps to plan quarterly
trips, detailed enough to reflect personal obligations like doctor
appointments and vacations as well as trade shows and customer
meetings. He notes strategic objectives in this calendar as constant
reminders of goals he's driving toward, and also develops a trip report
for each week: including an action plan, a key customer list and
follow-up tasks.
Semonelli also has a list for actions that a particular territory will
require, including sending out samples and thank-you notes, setting
deadlines, documenting promises, making frequent visits and frequently
reminding people in your organization about their assigned tasks.
These tactics, said Semonelli, will "force the organization to follow
your cadence. In the end, you're the one who needs to come through."

Each year, the Leadership Development Committee of the Industrial Fabrics Association
International (IFAI) follows a detailed process outlined in association bylaws for electing
new board members. Joining the IFAI board of directors:
* Elected to their first three-year director terms: Ron Houle, president of Pivot Step
Consultants LLC in Washington, D.C.; Jonathan Palmer, president and CEO of Autometrix
Inc. in Grass Valley, Calif.; Marc Shellshear, general manager of Value Vinyls Inc.
in Grand Prairie, Texas.
* Amy Bircher has been elected as new first vice chairman/chairman-elect.
Bircher is president of MMI Textiles Inc. in Westlake, Ohio.
* Roy Chism has been elected as second vice chairman. Chism is president
of The Chism Company in San Antonio, Texas.
Kathy Schaefer, IFM, is now IFAI's 52nd board chair. Schaefer is COO of Glawe Tent
and Awning Company in Fairborn, Ohio, and is interviewed on page 22 of this issue.
Ending their terms on the IFAI board of directors: Brian Rowinski, vice president,
Rainier Industries Ltd; Dennis Bueker, national sales manager, Miami Corp.; and past
chair Katie Bradford, MFC, IFM, owner, Custom Marine Canvas.

2019 CHAIRMAN'S AWARD WINNER

Scott Campbell, Rainier Industries
The Chairman's Award (originally, the President's Award)
is an honor bestowed by the chairman of IFAI to an
individual that has had an extraordinary and meaningful
impact on the association. It is rarely given, and awarded
at the sole discretion of the IFAI chairman. At IFAI's
annual meeting at IFAI Expo 2019, IFAI chairman Steve
Ellington, president of Trivantage, presented the highly
respected award to Scott Campbell, CEO of Rainier
Industries Ltd. in Tukwila, Wash.
"Scott has been chosen to receive this award for the
leadership and guidance demonstrated during last year's
search for IFAI's new CEO; for his willingness to always step in when the association needs
his help (he graciously volunteered to sit on the IFAI board of directors as past chairman
when we needed him); he served on the Industrial Fabrics Foundation board of directors
for several years, and is always a steadfast and true advocate for IFAI and for all of the
members of the association," said Ellington. To see a list of previous recipients of the
Chairman's Award, please visit www.ifai.com/chairmans-award-recipients.

IFAI's 2019 Outstanding Volunteer Awards
IFAI's Outstanding Volunteer Awards recognize members who generously give of their
time to serve on different boards, task forces and committees, judge competitions and
provide education and leadership to others in the industry.
This year's winners: Amy Bircher, president, MMI Textiles Inc.; Jonathan
Chakales, national sales manager, Marlen Textiles; Valerie Cuchna, MFC, Material
Resources Liaison, Fabric Images Inc.; Wendy McBay, marketing, Tensar Intl. Corp.;
Brian Richardson, president, L & A Tent Rentals Inc.; Eric Sevy, production manager,
Sugarhouse Industries.
The Outstanding Volunteer Awards were created in 2012, designed to recognize
volunteers who have regularly gone above and beyond to help, guide and advise.
Since 2012, 33 people have received this award.
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Specialty Fabrics Review November 2019

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