Worth Your TimeDiscussion Groups provide unexpected insights, takeaways and "ah-ha" momentsContributed by Bob Chabot ToolTech has always been the Equipment and Tool Institute (ETI) event that offers attendees-OEMs, tool and equipment companies, suppliers, educators, shop owners, dealers, technicians and other professionals-unparalleled and unique opportunities to network. In step with this year’s theme, Innovation Ahead, ETI debuted a new opportunity, namely Discussion Groups.
This year’s topics for the Discussion Meetings included:
Networking … With a Human Touch What also struck me was the unique format offered by the Discussion Groups. During the general sessions or panels, attendees heard presenters at the front of the room share their expertise, followed by short question/answer periods. During the trade show, dialogue centered on features, benefits and sales. In One-on-One meetings, those private conversations between individuals focused on collaborating for mutual benefit on an opportunity or some other joint venture. The other events, such as the golf outing, receptions and banquets provide a sense of fun and social relationship-building amongst members But these Discussion Groups were different, unique and unlike any of the above networking opportunities. They were intimate. Attendees were equals. We all engaged and participated. And that sharing of experiences, practices, advice and insights in a small quiet setting yielded so much, so differently than any other ETI event opportunity I had been part of. Frankly, that surprised me, as I suspect it did for many other participants. The closest I can describe my experience in the Discussion Groups is to ask readers to think about some of the discussions that occur late at night in the ETI lounge, a hotel suite set aside for members to visit and talk over a beer or glass of wine. From my first ETI event, it was in those small intimate discussions that many of my takeaways were discovered. My own examples include talking at length with Mike Cable of RTI about juggling work and life away from work. Likewise, a long enjoyable and lively discussion with Neil Davis of Snap-on Diagnostics about scan tools-specifically whether they would trend to becoming more laptop-, tablet- or app-based. Or chatting over wine with Kathy Kedizor and Scott Bolt, both with MAHLE Test Systems, about building a better scan tool and wanting to have another discussion about end-of-line vehicle programming and integrating ‘as built’ information into scan tools. The Discussion Groups-sans alcohol of course-had that same intimate ambience, mirth and feel. The sharing and the openness were present. Mutual respect and positive regard flowed. Everyone could be an expert and a learner. I could be both the naïve novice and competent veteran, depending on the topic. Each group had this aura undefined we were equals, friends, and sherpas. To Jessie, Charlie and the others who planned the Discussion Group concept … Bravo! They made my ToolTech 2013. Lessons Learned So let me share this personal experience. I had my digital recorder going, and I had my notepad out taking notes… I’m an automotive industry journalist after all. But I found myself listening, talking, sharing more than taking notes, except when I had a light bulb moment that I HAD to jot down so I could apply it later. That’s magic and energizing for me. It’s also rare. Rather than report on each Discussion Group, I will instead share personal takeaways from each, gleanings I can incorporate into my practice and life. I am sure other participants each have their own list, as I am also sure each reader would have if and when they choose to attend the next set of similar meetings. Here are some of my takeaways derived from participating in the Discussion Groups: Education, Repair Procedures and Training My takeaway: ETI facilitates bridge building. One participant shared that bodyshops and their technicians don’t recognize how many types of equipment and tools have become an integral part of every collision repair. Scan tools are just one example of new tools that must be understood and used today. Discussion shifted to the value and other merits of strengthening relationships with ETI and its members to improve education and training.
Getting the Most Out of Your ETI Membership My takeaway: Passion matters. I wasn’t going to name individuals in any of the groups, but alas, I must in this case. Jessie Korosec shared how to leverage and benefit ETI membership and answered member's questions. Several times I thought, “Hmmm … I hadn’t thought of trying or doing that.” It left me with a number of things I can do and benefit from. Doing Business with the OEMs My takeaway: Patience and preparation are key to beginning and sustaining a working relationship with automakers. For example, when presenting a new tool or equipment, be sure to bring technical (not sales) folks to a meeting. In addition, recognize that if your product or service is new, it has to be truly outstanding in the eyes of OEM personnel to supplant an existing and effective relationship between an OEM and incumbent suppliers. Effective Media Relations Practices My takeaway: Personal validation. I have to confess something here. This was the first ETI gathering at which I knew almost everybody in the room, as the participants included collision and mechanical manufacturers, publishers, sources, writers and others whom I had worked with or for. For me, I was surprised that validation was my takeaway. I felt a sense of competency and realized I can make a difference. Recognizing Business Opportunities My takeaway: It’s OK to be human. One participant said, “It’s not all about the money. It’s even more about relationship building.” That moved me out of my technical, analytic mode. First, I approached an equipment maker who had presented at a prior ETI ToolTech. He had mentioned in the earlier media discussion group he needed assistance in publicizing his product. Yeah, I’ll help. Isn’t that what we do in ETI? In the second case, I realized another gentleman and owner of an equipment firm had sat in on every Discussion Group, just like I had. That intrigued me, so at the close of this last meeting, I approached him and we talked some. He’s got an interesting story, one that I suspect will touch the hearts of many others in multi-generational family-owned business. And you know what? It's likely I wouldn’t have learned this in any other type of meeting at an ETI or other industry event. Clearly, the series Discussion Groups impressed me a lot. Hopefully you, the reader, feel that and are moved to attend the next series of Discussion Groups. They are definitely worth your time. | NAVIGATE |