The News at - Wes-Garde Components

Reprinted with permission from the April 2007 issue of Boating Industry®www.boating-industry.com. Copyright 2007, EHLERT Inc. All rights reserved.
For more information about reprints from Boating Industry, contact Wright’s Reprints at 877-652-5295
The News at
Wes-Garde
Spring 2007 Volume - 6
A Thought to Ponder:
“Twenty years from now you will be more disappointed by the things that you didn’t do
than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor.
Catch the trade winds in your sails. Explore. Dream. Discover.”
Mark Twain (1835-1910)
Wes-Garde in the News - Congratulations!
Vice Presidents Bob Sorenson, Jr. and Wes Sorenson, were featured in an article in
the April 2007 issue of Boating Industry. They were among a group described as
Tomorrow’s Leaders Today which recognized close to 100 people. The article highlighted
the “...marine industry’s best-of-the-best under forty years old.” The selection was made
based on recommendations by industry professionals, indicating that the “...leadership
of those profiled is alive and well among the industry’s young executives.”
The article provided comment on up and coming leaders within the boating industry,
noting that Bob and Wes “...took a leap of faith, partnering with the manufacturer of
Mulitplex power distribution technology.”
To view the entire article visit http://www.boating-industry.com.
Congratulations to Bob and Wes on this significant achievement!
Wes-Garde Welcomes
All New Employees
(January - May)
Jay Ginsbarg
Julie Hall
Gary Nicklas
Rich Scavilla
Bernie Lopez
Victoria McCain
Aaron Trulson
Rachel Rossing
Kristen Clark
WESLEY SORENSON
ROBERT SORENSON, JR.
REPRINTED FROM APRIL 2007
Tomorrow’s
LEADERS
today
The marine industry’s
best-of-the-best
under 40 years old.
Tomorrow’s
LEADERS
B Y L I Z W A L Z
L
eadership is hard to define, but when
you’re in its presence, you know it.
That’s what inspired industry professionals
to recommend close to 100 people
as members of the next generation of
industry leaders.
Many in the boating industry have
feared that as today’s leaders reach retirement
age, there will be no one to take their
place. But if you share that fear, set it aside.
If you don’t see evidence of up-and-coming
leadership around you, you’re not
looking hard enough or you’re not looking
in the right place.
In fact, Boating Industrymagazine struggled
to fit all the examples of leadership collected
for this story into one issue. The following
individuals — the best of the best
under 40 years old — have proven that leadership
is alive and well among our industry’s
young executives, developing and
maturing all around us. There will be a next
generation of industry leaders — one that’s
strong, diverse and will carry the boating
business to new heights of professionalism
and growth. And you can likely expect the
following people to be among them.
> > > > > > > > > >
today
WESLEY SORENSON AND
ROBERT SORENSON, JR.
A few years ago, brothers Wes and Bob Sorenson
had a vision — one that now may be coming true.
As vice presidents of Wes-Garde Components
Group, Inc. — a distributor of switches, circuit
breakers, wire and terminals — the brothers, age
33 and 34, took a leap of faith, partnering with the
manufacturer of Multiplex power distribution
technology.
Now, that leap is paying off. Not only is Wes-
Garde expecting more than 20 boat models featuring
Multiplex to be launched this year, the
response to the boats has been tremendous. Take
the Sea Ray 36 Sedan Bridge, for example. A
Motorboating magazine reviewer called its
Multiplex system “ahead of its time,” “nothing
short of amazing” and “mesmerizing,” suggesting
that it would likely become an industry standard
in a few years.
The technology, which allows the boater to
control all of the vessel’s electrical systems
through a one-touch screen, improves the user
experience, reduces boat building time and boosts
product quality.
Not only could it significantly boost Wes-
Garde sales, it could help the industry grow and
improve.
Steve Manroel
Kurt Young
Gina Pezzente
Yasaira Matos
Garret Mooney
Diane Quin
Jessica Sanchez

Wes-Garde Exhibits at Del Mar Electronics Show
The Del Mar Electronics Show, held at the Del Mar Fairgrounds in southern California, May 2-3, 2007 went very well. We gave away
an Apple iPOD at the end of the show on Thursday. The raffle was a success as it produced 20 more contacts than the opportunities
generated by scanning them into the lead retrieval system. The winner of the iPOD was a Senior Buyer at Fender Musical in Mexico and
has already called with a request for quote on Optifuse and European style power cords.
Thank you to Randy Rhodes, Bonnie Heard, and Adrian Nieto (WG-Cypress) for working the show and creating interest and
name recognition in Wes-Garde Components with every person who stepped up to our booth. Your efforts are truly appreciated.
Although we did have slower traffic this year, I think the quality of leads may have been better than in year’s past. It now comes
down to following through with each lead, doing what was promised at the show for each potential customer, and penetrating every
account. We must keep the Wes-Garde name in front of these people while it is fresh in their minds.
A template letter will be sent out along with our line cards and any other literature requested at the show. We walked away with 42
“REAL” leads that we can now work on to bring these customers over to Wes-Garde.
Again, Thanks to everyone for participating in the Del Mar Electronic Show this year.
German Casillas, Branch Manager, Cypress, CA
German Casillas, Bonnie Heard, Randy Rhodes
Customer Success Story
Eaton Success Story!
If you think of Eaton as just another inflexible switch supplier without the inclination or wherewithal to work special design
opportunities then it’s time you changed you perception! Here is a great example of a joint effort between Wes-Garde sales, the
local manufacturer’s rep and Eaton Corp. resulting in a nice win for all involved:
Dave McNay has a great relationship with a key customer in New Hampshire. As their primary supplier of switches, the customer
approached Dave with a unique opportunity. The engineering staff was tasked with redesigning an existing product to make it better
and cheaper which included utilizing a new switch.
The spec called for 1 Amp at 600V in a rocker package. Neither Eaton nor any of our other suppliers had an existing switch that
met these specs. After considering one or two possibilities that were close but didn’t quite meet their needs, the customer asked Dave to
dig a little further. He consulted with the local rep and they contacted Peter Filsinger at Eaton to consider an existing switch that might
in fact meet the spec if tested accordingly by UL.
It was a tough sell for Dave to convince the purchasing manager to pay $5,000.00 for UL fees but Eaton took the step of drafting
a letter that made this switch proprietary to the customer. They were satisfied by this and authorized the test. The Eaton switch passed
the UL tests and a new p/n was assigned specifically for this customer.
After a prototype run and final approval by the customer they placed a 15,000 pc order valued in excess of $52,000! What a
great win!
The opportunity presented to Dave could have been passed up but some persistence and cooperation by the rep and Eaton turned
this into a terrific success. If you have an application for something unique don’t hesitate to ask the necessary questions. Who knows?
You might be featured in the next newsletter!
Guy Lorenzo, Product Manager, Hartford, CT

Wes-Garde Pets
Julie Hall’s
(Raleigh NC)
dog, Champ.
She says
Champ is a
Border Collie
mix and a
rescued dog.
Scott Porter’s
(Hartford,
CT) dog
Lucky. Lucky
is a Tibetan
Spaniel and
has been with
Scott for 12
years after being
dumped in
a parking lot.
Dennis Buller’s
(Hartford) dog
Flash. Flash is
a three year old
Border Collie.
Dennis says he
loves to play
fetch and herd
the cat!
Suzanne
Ferguson’s
(SoLiCo,
Hartford) cat,
Macey. Macey
is two and is
very vocal at
dinner. She
is nicknamed
“Fishbreath!”
Scot Donohue’s
(Lakeland, FL)
pugs, Ramsey
and Wrigley.
They are
cuddled up on a
cold winter day
in Florida!.
Cheryl
Hernandez’
(Northridge,
CA) dog Max.
Max was
rescued three
years ago and is
a four year old
Bearded Collie.
Mila Araya’s
(Northridge,
CA) pet dog.
Mocha is a
one year old
Chihuahua.
Bill Stephens’
(SoLiCo,
Hartford)
Portuguese
Water Dog,
Eli. Bill says
Eli is five years
old, loves kids,
other dogs
and swimming!
Becky Self’s
(Irving, TX)
dog Goldie.
Goldie is a
two year old
Miniature
Pinscher and
is described
as a sweet dog
who likes to
chase cats!
Jim White’s
(Irving TX)
dog Peg. Peg
is a lab and is
actually asleep
in the water!
Milestones
January - May 2007
John Patterson
Sally Perez
Cary Norman
Susan Murray
Tonya Porter
Larry Rutherford
Donna Beard
Donna Nave
Walt Szepanski
Melinda Piper
Gwen Etheridge
Polly Oakley
Alice Goodrich
Dave McNay
Lydia Diaz
Don Hoffman
Scott Donohue
Michele Jokl
Bob Sorenson, Jr.
Bill Preston
Scott Porter
John Perry
Pat Witham
Wes Sorenson
Steve Heady
Jim White
Carol Rajcevac
Sally Lazaro
Maria Rosa
Pamela Diermann
Maria Cotto
Fran Gallahan
Dwight Cockson
Steve Garvie
Patti Rathbun
Barbara VanDoren
Melissa Gaynor
Smajo Aljkanovic
Enver Rizonovic
Ajka Senderovic
Reina Chavez
Miles Dwan
Paul Partridge
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Branch Comments
M
ichele Jokl (Hartford)
and her husband Eric
welcomed the birth of their son
Nicholas Charles. Nick arrived in
time for Christmas, born on Dec
20, 2006. He weighed in at 9 lbs,
4 oz and measured 22 inches long.
His older brother Eric is excited
about having a new baby brother
and helps Mom & Dad with
baby Nick every chance he gets.
Congratulations!
Lakeland, Florida Branch
Celebrates Cinco de Mayo
Branch Manager Frances Adams remarks “We all had a great
time dressing up and having a special office lunch to celebrate
the day.”
Tom Craft (Hartford)
and his wife Kerry,
welcomed the birth of their
son Teagan Craft. Teagan
was born on February 7th,
2007 and weighed 7 lbs,
3 oz, and measured 19.5 inches
long. Congratulations!
Wes-Garde Ohio
Branch Holiday Party
Bob Sorenson, Jr.
(Hartford) and his wife
Allison, welcomed the birth of
their second son on Tuesday,
May 15th, 2007. Broderick
Arthur Sorenson, “Brody”,
weighed 8 lbs, and measured
21 inches. Bob says he looks
like his older brother, Owen.
Congratulations!
Clockwise from Top left: Laura Laird; Don Hoffman, Steve Boczulak, Jim
Tremlett; Steve Boczulak; Greg Cole, Jim Tremlett; center: Branch Manager,
Joe Keenan, Westerville, OH.

Wes-Garde on the Move!
Wes-Garde Systems, LTD, UK
Wes-Garde Systems LTD, our UK branch recently moved to a new office space.
The address and phone number for the new office:
Unit 6
Foley Business Park
Stourport Road
Kidderminster, DY11 7QL
Tel: +44 (0)1562 513960
Fax: +44 (0)1562 513969
Wes-Garde, Mississauga, Ontario
Wes-Garde Canada branch has also moved into a new office space.
The address and phone number for the new office:
Unit 2
Mississauga, Ontario
L5M 6M5
Tel: 905.542.0311
Fax: 905.542.0310
New Line – RADIUS POWER!
am pleased to announce the signing of Radius Power as the
I latest addition to our lineup of excellent suppliers.
Radius Power is a quality line of EMI Power Line Filters
that competes directly with Corcom and Schaffner. It is a great
complimentary product and is used in many of the customers we
already service.
The President of Radius Power has committed to showing the
customer a cost savings while providing us a reasonable margin
in volume opportunities. They want to establish their own US
presence and will be aggressive. Even better is that for at least the
first year we will be the exclusive Radius Power distributor and
all referrals will come through us.
For the formal launch of this line, the folks at Radius Power
and/or their reps will set up training at each location to ensure
we have the tools we need to be hit the ground running. Make
sure you welcome them accordingly. I am certain we have the
wherewithal and the personnel to make this line a great success!
Guy Lorenzo, Product Manager, Hartford, CT

New Manufacturer
Added To Line Card
Wes-Garde Components is pleased to welcome Zettler
Components, Inc to our line card. Established in 1964 and
based in California, American Zettler offers product from relays
to transformers, contactors / solenoids and displays. Of interest to
Wes-Garde is the growing popularity of the AZ9731 and AZ9741
automotive relays. Designed to replace VF4 and VF7 style relays,
the AZ product comes in various versions and all are TS16949
(new QS9000) approved.
New products that are showing considerable promise for
opportunities at Wes-Garde include solenoids (metal can relays)
and definite purpose contactors.
Initial activity has been brisk with very competitive quotes
received and orders pending. Most locations have received rep
visits, introductions and training. A wide based stock package
was placed last month with general purpose and automotive relays
included.
The addition of AZ helps to strengthen our relay offering
with competitively priced, quality product, name recognition and
a large rep force.
Mike Tomlinson, Product Manager; Hartford, CT
Design Registration Promo Winners!!!
After the first quarter am I happy to report there were 10 new designs registrations that qualified for $25.00 Amex gift card awards!
Both the New Jersey and Connecticut offices led the way with 4 new designs from each branch. The potential in new business from
these designs alone approaches $350,000! That is very significant and shows what can be had with a little extra effort.
Here are the Q1 winners:
• The NJ Team – Mark Zembruski, Hal Circus, Scott Kollar, Gary Nicklas - 4 New Designs
• Alicia Rogers – CT - 3 New Designs
• John Navin – CT
• Dave McNay – NH
• John Perry – IL
With the exception of John Perry in Illinois all the other designs have come from the Northeast. It would appear the gauntlet has
been thrown! Will the rest of the country to let that stand? Let’s hope not! I already know of possible designs in Oregon, Texas and
Northridge, CA so other locations are looking to make a run. The promo will last until at least the end of the year so keep plugging
away. I’m looking forward to getting even more DR’s this quarter.
Congratulations to all the Q1 winners and my sincere appreciation to everyone for your efforts. You are working hard to make this
a real success! Keep up the great work!
Guy Lorenzo, Product Manager; Hartford, CT

Employee Spotlight
Frances Adams; Branch Manager, Lakeland Florida
T
his issue’s spotlight is on Frances Adams, Branch Manager of the
Lakeland, Florida location. In her 25 years at Wes-Garde, Frances has
worked her way through the ranks.
She started with Wes-Garde in 1982 as a receptionist and was quickly
promoted to inventory control. Less than two years later she was again
promoted; this time to Inside Sales, a position she held for 17 years. As
the branch grew, the need for an Inside Sales Manager became evident and
Frances was the natural choice.
In 2004, Frances was promoted to Assistant Branch Manager. Priscilla
Swanson was nearing retirement age and she was grooming Frances as her
replacement. September 2006, Frances assumed the position of the Branch
Manager in Lakeland, Florida.
As Branch Manager for Wes-Garde’s largest sales location, Frances
plays a very important role. Seemingly tireless she is often available at the
office after hours. A strong advocate for her employees, she makes certain
that vendors provide proper training and interface regularly with sales.
Monthly ‘target’ lines are selected to ensure our Field People meet with
the local reps. Team building activities keep the camaraderie strong and
the atmosphere positive.
Frances is a true success story. She worked her way to her current
position, and she is ever mindful of her time in the trenches: few understand the business better. Dedicated, tenacious, creative
and fair, Frances has earned the admiration and respect of her employees, peers and competitors, the reps and the vendors as well
as the corporate management of Wes-Garde. We are truly fortunate to have her as part of our organization and we are certain she
will be a key part of our success for years to come.
Guy Lorenzo, Product Manager, Hartford, CT
Charlie Hustle Award
It is with pleasure that this quarter the Charlie
Hustle Award is presented to Maria Cotto and
Kathleen Perry of the Accounting Department in
Hartford. During the three months that Michele
Jokl (Accounting, Hartford) was on maternity
leave, Maria and Kathleen took on many
additional duties and responsibilities and worked
many extra hours, including Saturdays, to keep
the Accounting Department running.
Maria and Kathleen handled the additional
workload during this very difficult time with
commitment, dedication and a very positive attitude.
We know all of their efforts are much appreciated by
everyone at Wes-Garde.
Donna Nave, Human Resources, Hartford, CT
Maria Cotto and Kathleen Perry

SoLiCo and C-TPAT
SoLiCo is approved for membership in the C-TPAT (Customs-Trade Partnership Against Terrorism). C-TPAT is a joint governmentbusiness
initiative to build cooperative relationships that strengthen overall supply chain and border security. This is a voluntary yet
almost mandatory agreement between the companies and the Custom and Border Protection “CBP”.
Our Brownsville, TX and Matehuala, MX facilities have acquired training in security procedure to enhance the security and
integrity of the cargo coming in from Mexico to the United States.
SoLiCo has made considerable investment in our Brownsville import location by implementing security cameras, gate barrier
and lighting in the cargo area. Identification badges are in use for employees and visitors. Sign in/out logs are also used for visitors. In
house presentations and training are provided to our staff by an expert in the field on a continual basis, including safety procedures for
fires and precautions regarding suspicious circumstances and unidentified people.
SoLiCo will continue the task of maintaining the inspections of the cargo and will enhance the security in all areas of the facilities.
In our Mexican operations, we share common business associates with IDM, Carling Technologies, US Brokers and Mexican Carriers,
all of whom are certified and operating under C-TPAT.
Application in the C-TPAT program also joins us with another organization called the Fast And Secure Trade (FAST). This allows
the United States, Canada and Mexico partnering importers who are partnership members to C-TPAT to use the green lane at the point
of entry (US Customs Bridge), which speeds shipments with fewer border inspections. The fast lane helps us expedite our product from
our manufacturing plant in Matehuala to our customers’ destination safer and faster.
Sorenson Lighted Controls, Inc is approved to be a member and partnership to the organization C-TPAT and FAST by commitment
and cooperation to the rules and regulations of the pact.
Together we will build a more secure and efficient world wide trade environment.
Sally Perez, SoLiCo Facility Manager, Brownsille, TX and Sue Murray, SoLiCo Materials Manager, Hartford, CT
Corina Ramirez, Office Administrator; Luis Myers, Inspection/Material Support;
Francisco Sifuentes, Safety Consultant
Francisco Sifuentes, Safety Consultant; Corina Ramirez, Office Administrator;
Luis Myers, Inspection/Material Support;
1.800.275.7090 www.wesgarde.com