The News at - Wes-Garde Components

The News at
Wes-Garde
A Thought to Ponder:
“Genius is one per cent inspiration, ninety-nine per cent perspiration.”
Thomas Alva Edison
Wes-Garde in the News - Congratulations!
Peggy Nowlin (Outside Sales, Houston) was nominated (and did win) the
“2006 Outside Sales Person of the Year” for National Association of Purchasing
Management (N.A.P.M.)-Houston Chapter.
Her nomination letter reads in part “…Your thoroughness and follow-up, willingness
to do what it takes to get the job done, product/market knowledge, familiarity
with your product line/ business, technical support, communications, organization,
preparation, honesty and overall attitude is the basis for this nomination.”
Jim White, General Manager, Irving, TX
Peggy Nowlin (far left) receiving the award for N.A.P.M., Houston Chapter, 2006 Outside
Sales Person of the Year.
Summer 2006 Volume - 4
Wes-Garde Welcomes
All New Employees
(March-June)
John Jackson
Rickie Taplin
Maria Colon
Jim Maleski
Linda Parker
Cathy Worley
Jacob Marshall
Noemaris Lopez
John Lyon
Dennis Buller
Almando Santiago
German Casillas
Mike Hanson
Hava Berbic
Stephanie Bassett
Barry Whipple
Karen Godbey
Lucas Simmons
Ken Sawka
Michele Blake

Introducing the New Wes-Garde Logo
The new Wes-Garde logo has been slowly making its appearance. The new logo is the result of the collaboration between
Vice President Wes Sorenson and Advertising Manager Krista Tulisano. Wes provided the initial rough idea
and Krista revised and edited the artwork to come up with this logo. Look for the logo to continue to become an integral
part of Wes-Garde branding.
Michele Blake, Hartford
St. Louis Branch News
Michael McElhone (left), St. Louis Branch Manager accepts an award from Charlie Adams (right), the
local St. Louis Omron Sales Engineer, for Wes-Garde’s St Louis office having the highest sales dollars
in Charlies’s area for fiscal year ending April 2005.
St. Louis field sales force, April 2006 at a local ERA
trade show. Left to right, Doug Kirkiewicz (St. Louis
Sales), Dave McConnell (Iowa and Central IL), Bill
Pugh (Kansas and Nebraska) and Michael McElhone,
Western Regional Sales Manager.

Noise Makers!
When seeing or talking to your customers have you ever
discussed buzzers, alerts or audio products of any kind?
In most cases, the answer is probably ‘No’. How many of you are
even aware that we have a broad offering in audio products? Well
we do!!!
Projects Unlimited Inc is one of the leading manufacturers of
audio products including buzzers, alerts, piezo benders, transducers
and speakers. Some of you may recall the old Mallory ‘Sonalerts’.
PUI has equivalent product and so much more! Virtually anything
that beeps, buzzes or produces sound in a small package can be
found here. I call them ‘Noise Makers’!
This is one of most overlooked areas in the design phase and
is often an ‘afterthought’ even though thousands of products need
an audible method of alerting the user for any number of reasons.
Think about it. How many products do you see on a daily basis
that makes some kind of sound or noise? Tons! They can range
from the smallest electronic device to the panels of marine and
transportation vehicles.
The best part is PUI has a solution for almost all of them!
From the smallest disc condenser microphone to panel mount
alerts to water resistant speakers, you will find it at PUI. They
have the right product at a competitive price and they are always
introducing something new. One of their most recent releases is a
line of IP67 rated panel mount indicators that can get as loud as
108dBA (decibels). Perfect for many of the markets we focus on.
Audio products are a great way to offer something different to your customers that most of your competitors will fail to offer. It
will show your understanding of the customer’s products and once designed in will keep your competition to a minimum and your
profitability high! In a way, salespeople are like the ‘Noise Makers’ from PUI. They alert the buyer to something important they
should know. Make sure you alert your customers to PUI. The opportunities are there. Now let’s go out and make some NOISE!!!!
Guy Lorenzo, Product Manager, Hartford
Cooper-Bussman Magnum Operations Top Growth Award 2005
W es-Garde Components received this award for outstanding growth figures
in 2005. Wes-Garde increased their sales by 62% over 2004 sales. As of
April, Wes-Garde continues to show double digit growth and was up 23% over
the same period in 2005.
Mike Tomlinson

Weidmuller Rockstar Series Connectors
Many of today’s applications demand heavy duty, IP rated
connectors. Transportation, Machinery and Energy
markets often require a multi-conductor solution which offers a
robust housing and a minimum of IP65 (NEMA 4X) protection.
Weidmuller offers such a product with their Rockstar series. The
housings are only one half of the connector, the insert makes
up the other. Weidmuller inserts are made from high-quality
materials which enable the reliable transmission of even higher
voltages in a confined space. In addition the entire range uses
one type of plastic with UL endorsement and approved for
railway engineering applications. Rockstar connectors can be
used worldwide without restrictions.
Rockstar IP65/NEMA 4X - Your first choice for the majority
of applications. The housings are made from high quality diecast
aluminum and are impact and corrosion resistant. The design of
the stainless steel locking levers provides an absolute waterproof
and dustproof seal. Many options are offered to complete your
connection choice from housings, sizes, cable entry and covers.
Customer Success Story
The Dreaded Misquote
Advantages
•
•
•
•
Multiple plugging and unplugging of electrical connections
Reliable assembly under time pressure
Corrosion protection
IP65 and NEMA 4X for both aluminum and plastic
housings
Rockstar IP69K - When the application demands utmost in
housing protection and shielding, the Rockstar Impact and
Shielded series take over. Designed for tough outdoor mechanical
conditions and for reliable immunity of electrical signals from
interference. This series offers all the standard features but
includes O-ring or flange seals.
•
•
IP68 rated to DIN EN 60529
IP69K rated to DIN 40050 - Part 9
Mike Tomlinson, Product Manager, Hartford
Recently I was involved in one of the most feared aspects of sales, “The Dreaded Misquote.” I had been dealing with a brand new
customer who is a distributor as well as a parts supplier for the U.S. government. The customer requested that I do a quick turn
around on a multiple part Cole Hersee quote. In the process I misquoted one of the parts. I quoted $13.00 when our cost was actually
$16.00! Yikes! Big difference there! To compound the matter, it wasn’t just one or two pieces; it was for six hundred pieces!
I flipped out! Not only was this a great new potential account for Wes-Garde but the items were for the U.S. Government! There was
no way out of the pricing. So, I did what any good salesperson would have done; I tried to get someone else to fix it for me. After I got
slapped and regained consciousness, I realized that was not the way to go. I knew I would have to man up and make that phone call.
As I was dialing, the worst possible scenarios were running through my head, with the direst case resulting in the dreaded cancellation
bomb coupled with the customer refusing to do any further business with us. I won’t bore you with the details of the conversation,
(mostly me just crying and apologizing and crying some more; you know, the typical routine.) Surprisingly, the outcome could not have
been more unexpected. Not only did the customer give me the business, they understood and actually thanked me for the prompt call
and attention to their account.
I revised the order with the correct pricing, and to date I have booked more than FIFTY THOUSAND DOLLARS of new business.
When my account base went from multiple markets to strictly marine accounts, this customer was most adamant about my continuing
to handle their account (an exception was made to allow this to happen.)
This just goes to show that sometimes our biggest fears and adversities are not so bad after all: there is always an upside. As long as
you have a positive attitude you can accomplish anything.
JJ Roark, Lakeland, FL

Charlie Hustle Award
Shena Galloway has worked for Wes-Garde, Florida for four
years. Her initial position was as sales support for Frances Adams,
who had several high profi le accounts at the time. Shena took
the initiative to learn not only her duties but product knowledge
of these accounts. When Frances was promoted to sales manager
she had no qualms about turning over most of her account base to
Shena.
Shena has now been a sales person for a little over two years
and has grown her account base over a million dollars. She has
accomplished this by being very proactive in getting market share
from each account, becoming profi cient in her product knowledge
and following up on every lead. In January 2005 she took a call
from a new account in South Florida looking for price and delivery
on Mechanical Products. She booked the order. The customer
was so impressed he asked her to quote on Cole Hersee parts and
once again she booked the order. She gave all this information to
Barbara Van Doren, outside sales rep for So. Florida, and asked
her to please call on the customer right away. She also profi led the
account and sent a line card and catalogs pertaining to his market
segment. Barbara and Shena worked as a team to set up a stocking
program for the customer. He has recently added several Bussman
circuit breakers to this stocking program. Quick responses,
follow up and the overall team effort between inside and outside
sales reps and this new account will do well over 100,000 for 2005
Branch Comments
North Carolina
Shena Galloway and her Charlie Hustle award.
From Mark Parker, General Manager of the Raleigh NC branch:
“I would like to mention that Vicky Barnes helped our NC location out. We had a customer’s line shutdown and Vicky spent a lot of
time and effort with our manufacturer and her contacts with Carling and got our customer’s line back up and running.”
Mark Parker, General Manager of the NC branch reports that he and Carole Haskell, Inside Sales, recently managed to win a $26K
TYCO/Agastat order away from the competition.
New Jersey
Priscilla Swanson, Branch Manager, Lakeland, FL.
Mark Zembruski, Sales Coordinator of the Mt. Laurel, NJ offi ce reports that he and Chris Holownia, Inside Sales, make their offi ce a
bi-lingual offi ce. Mark and Chris both speak the Polish language fl uently!
Connecticut
Please forward suggestions for articles, branch or employee news and photos to mblake@wesgarde.com.

Transportation Tid-Bits
Time is money! This age old adage is more pertinent than ever,
with respect to scheduling time when presenting new products
to your engineering contacts. With many companies operating
under the mandates of Lean Manufacturing and its principles, the
numbers of engineers are less and their tasks and responsibilities
are more! How do we overcome this sales “objection”, obstacle, or
road block? TPP is the way to be, for sales success and design-in
victory! What is TPP you may ask? Our Transportation Product
Platform “go-to-market strategy”!
Continuing our strategic goal of identifying-focusing-and executing,
this is how it will work:
•
•
•
•
Identify a target market(s) and application
Identify six complementary and associated interests to
that application
Focus on the accounts-customers and potentials in
each territory.
Execute sales calls, samples, and quotations of the six
pack of products in this identified product platform.
Concurrently, product and market based flyers will be created
to support this program. Dependent on the TAM (total available
market) trade advertising-in market specific trade publications may
also support this effort and “close the loop” and “seal the deal”!
Ultimately, it is the hybrid effort of Product Management
(Guy Lorenzo, Mike Tomlinson, and Brett Macdonald) and Market
Management (TJ Conroy and Scott Donohue) for the ultimate support
and success of our sales team-both inside and out! At present,
Retirements
This summer Wes-Garde says farewell
to three employees form the Hartford
office. The following Wes-Garde employees
will be retiring and we wish them well
on their next journey.
Ted Ogorzalek – July 7, 2006
• 21 years of service.
Ernie Christ – July 7, 2006
• 12 years of service
Mark Buongirno - July 7, 2006
• 7 years of service
Thank You for your years of service to
Wes-Garde and Good Luck in the future!
we are developing a product platform focusing on the following:
Market:
• Construction equipment (i.e. Skid Steer Loaders)
Product:
•
•
•
•
•
•
•
Airpax Thermal Sensing Products
Apem (I Series and new joysticks
Anderson Power Products
Cherry (Speed and Proximity Sensors)
Kilovac Contactors
Multiplexing (Transportation Automation)
* Pran
* Airpax/ED&D
Otto (T9) Toggles
Finally, to make our Product Platform approach successful
everyone’s input and cooperation is needed. If you see a trend
developing in any of the transportation accounts in your area, if
you have had particular success with one of our products or product
lines, or if you have a line or market on which you feel we
should focus-PLEASE LET ME KNOW so we can share your
success. Many competitors are targeting Wes-Garde and our core
markets. As Russell Crowe said in the movie Gladiator, “We will
stay alive if we stick together”. As a team, Wes-Garde is untouchable.
Thanks for your past and continued support. I look forward to
working with everyone more closely in the future!
Ted Ogorzalek, Mark Buongirno, Ernie Christ
TJ Conroy, Transportation Sales Manager, Hartford

Wes-Garde Welcomes
Wes-Garde Components Group, Lakeland Florida is pleased to announce three new additions
to our sales staff. From left to right, Michael Hanson, Inside Sales rep, Cathy Worley, Inside
Sales Manager, Barry Whipple, Inside Sales Rep.
W e would like to extend a warm welcome to Dennis Buller,
who joined our team in April as a Sales Technician in
our Connecticut office. Dennis is working exclusively with the
AirPax and PRAN digital multiplexing systems, which eliminate
much of the wiring and labor involved in vehicle electrical systems.
Dennis is originally from Woodbridge, Connecticut, has an
associate’s degree in Auto and Diesel Technologies, and served in
the Navy for four years where he worked as an aviation electrician
repairing electrical systems on F-14s. In 2004, Dennis graduated
from the University of Connecticut with a bachelor’s degree
in Technological Change and Society. If you have questions about
the AirPax or Pran Multiplexing systems, he can be reached at
860-525-6907 ext 149.
Milestones
January - June 2006
John Patterson 32 years
Harriett Laundria 27 years
Sally Perez 24 years
Cary Norman 23 years
Doug Reynolds 22 years
Sue Murray 22 years
Tonya Porter 21 years
Larry Rutherford 19 years
Donna Nave 18 years
Donna Beard 18 years
Jay Rhodes 17 years
Walt Szepanski 17 years
Melinda Piper 15 years
Gwen Etheridge 14 years
Polly Oakley 14 years
Alice Goodrich 14 years
David McNay 13 years
Lydia Diaz 12 years
Don Hoffman 12 years
Scott Donohue 12 years
Carol Tratar 12 years
Michele Jokl 12 years
Laura Blevins 12 years
Bill Preston 10 years
Scott Porter 10 years
John Perry 10 years
Steve Heady 9 years
Jim White 9 years
Carol Rajcevac 8 years
Bill McDonald 8 years
Sally Lazaro 8 years
Maria Rosa 7 years
Pam Diermann 7 years
Pat Witham 7 years
Fran Gallahan 6 years
Dwight Cockson 6 years
Steve Garvie 6 years
Patti Rathbun 6 years
Barbara Van Doren 6 years
Maria Cotto 6 years
Melissa Gaynor 6 years
Smajo Aljkanovic 5 years
Enver Rizanovic 5 years
Ajka Senderovic 5 years
Reina Chavez 5 years

Wes-Garde’s New Home Page
Wes-Garde Expands Advertising to “keyword” listings on Search Engines
Wes-Garde is proud to announce that we have expanded our advertising budget to include, “keyword” listings through ThomasNet
and Google. Keyword advertising is pretty simple; basically we pay to have our name and website listed on the right hand side of
a search engine when a specifi c word is typed on a specifi c search engine such as Google. Wes-Garde pays only when someone clicks to
Wes-Garde’s website from a search engine.
In conjunction with those efforts we have also reworked the Wes-Garde website to include more content for the specifi c lines
that we are paid sponsors for. Anderson Connector is a line that we advertise on Google. We have set up a feature products page for
Anderson Connectors and send web inquires to that page. In just a few months we have seen positive results in the form of literature
requests, RFQ’s and sample requests. Please ask new customers how they learned of us. Wes-Garde is trying to better understand where
to allocate our advertising budget but we anticipate growing our “keyword” advertising substantially in the coming months.
Rock(er) Your (Customer’s) World!
Wes-Garde Partnership Announced
Eaton’s NGR (New Generation Rocker) is a stalwart of the
industry and one that bears consideration in almost any
vehicle related application. Field proven and ergonomically
designed with a myriad of great options this clean and attractive
European styled dual face rocker switch fi ts the industry
standard 44 x 22mm panel cutout and should be one of the fi rst
products you offer. Consider the following:
• IP67 Rated Sealed Switch (with panel seal)
• Multiple LED’s for daylight readability
• Custom Backlit Legends Available
• Special Circuits and Ratings
• Special Rocker, Bezel and Lens Colors
• Locking Feature
These are just some of the available options and more than
enough to Rock(er) any customer or engineers world! Couple
this with Eaton’s new Design Registration Program (details
to follow!) and you now have an unbeatable combination. With
this product in your arsenal and the extra incentive to design it
in you can’t lose. Go out and Rock(er) someone’s world today!
Guy Lorenzo, Product Manager, Hartford
Bob Sorenson, Vice President, Hartford
Wes-Garde Components Group, Inc. is proud to announce a partnership with Wakefi eld Engineering of Pelham, New Hampshire.
Wakefi eld is one of the oldest and largest manufacturers of heat sinks and thermal solutions. Guy Lorenzo will be interfacing
with Wakefi eld for technical support. Information will be forthcoming.
Bob Sorenson, Vice President, Hartford
1.800.275.7090 www.wesgarde.com