Welding & Gases Today | Q2 2023 by Welding & Gases Today

The Official Publication of the Gases and Welding Distributors Association

365

INTENTIONAL LEADERSHIP

Make Every Day Count

SPRING MANAGEMENT

CONFERENCE PREVIEW

GAWDA EVENTS

MEMBER PROFILE

TECHNOLOGY

ASK YOUR BOARD

2023 Regional Meeting Preview

ILMO Products Company

How ChatGPT and AI are Changing Business

Get the Most Out of SMC

Second Quarter 2023

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CONTENTS Second Quarter • Spring 2023 • Volume 23, No. 2

DEPARTMENTS 06 PRESIDENT’S VIEW

Intentionality in the City of Brotherly Love BY ROBERT ANDERS

10 DIRECTOR’S DESK

Limited Time SMC Bargain for Local Members BY JOHN OSPINA

12 EDITOR’S NOTE

The Ultimate Disruptor BY STEVE GUGLIELMO

32 ASK YOUR BOARD

Making the Most Out of SMC

36 COMMITTEE CORNER

GAWDA Committee Chairs Give an Update to Membership

GAWDA CONSULTANTS

2023 SPRING MANAGEMENT

CONFERENCE

14 Thoughts Ahead of the SMC

Y STEVE GUGLIELMO, TOM B BADSTUBNER, MARILYN DEMPSEY, MICHAEL DODD AND RICK SCHWEITZER

COVER STORIES

365 INTENTIONAL LEADERSHIP

22 Hazard Communication BY MARILYN DEMPSEY

24 Driver Eligibility

BY MICHAEL DODD

28 CGA/GAWDA Distributor

MEMBER PROFILES

Subscription Program

30 Eliminate the Number

BY STEVE GUGLIELMO

BY PAUL BERNIER

Three Pieces of Good News That May Be Problems in the Future BY BRIAN BEAULIEU

2 • Second Quarter 2023

ILMO Products Company A Single-Source Provider for More Than a Century

One Cause of Death in Construction!

94 I TR OUTLOOK

Regional Meeting Preview GAWDA to Host Four Regional Meetings in 2023

Requirements

BY PAUL PFLIEGER

SMC Preview

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CONTENTS Second Quarter • Spring 2023 • Volume 23, No. 2

THE TEAM EXECUTIVE EDITOR

John Ospina jospina@gawda.org

FEATURES Future is Here: How ChatGPT 64 The and AI are Changing Business BY BRIAN BLUFF

PUBLISHER

68 Search Engine Trends for the Gases and Welding Industry

Bill Brod billb@gawdamedia.com

BY KEN THOMPSON

EDITOR IN CHIEF

Steve Guglielmo steveg@gawdamedia.com

Forecasting the Rest of 2023 What is working and what is not?

Relationship Selling 76 The one thing that technology can’t replace BY RANDY SQUIBB

CONTRIBUTING EDITORS

Natasha Alexis nalexis@gawda.org

in Distribution for Growth Leaders 82 3BYTrends MIKE MARKS

Andrea Levy alevy@gawda.org

BY ART WASKEY

CREATIVE DIRECTOR

Robin Barnes robinb@gawdamedia.com

Three Types of Salespeople 80 The A manager’s guide to building an “A” team BY JAY SPIELVOGEL

VICE PRESIDENT, SALES

Tim Hudson timh@gawdamedia.com

Increasing Your Customer Wallet Share Evolving sales models, processes, and methodologies

Ransomware Awareness & Mitigation 84 Considerations for Manufacturers BY CHAD HUDSON

RELATIONSHIP MANAGERS

Hannah Gray hannahg@gawdamedia.com

10 GenZ Beliefs & Behaviors 88 GenZnomics: Driving the Global Economy BY CHEYENNE HUNT, J.D.

Lesli Mitchell leslim@gawdamedia.com

NEWS ROUNDUP

RESEARCH & DEVELOPMENT COORDINATOR

Athena Cossette athenac@gawdamedia.com

Top 10 Benefits of the GAWDA Buyer’s Guide

112

Mergers & Acquisitions

106

Industry News

114

New Offerings

110

2023 Industry Calendar

117

Advertisers Index

111

New Members

118

The Last Word

Welding & Gases Today (USPS 22-975) is published quarterly: Winter, Spring, Summer and Fall, with additional publications in Spring and Summer. • Non-member subscription rate is $195 per year. • GAWDA members (key contacts and branch locations) receive the magazine as part of their dues. • GAWDA members can order additional yearly subscriptions (4 issues) for $40. • Welding & Gases Today is published by Data Key Holdings, LLC. on behalf of the Gases and Welding Distributors Association. • Periodicals postage paid at Ft. Lauderdale, FL, and at additional mailing offices (ISSN 1558-5344). • Editorial correspondence should be sent to Editors c/o editorial@gawdamedia.com • Advertising correspondence and materials should be sent to William Brod, Data Key Holdings, LLC., 9 Albany St., Suite 2E, Cazenovia, NY 13035; telephone (315) 445-2347, fax (315) 422-1721. • Postmaster: Send address changes to Welding & Gases Today, Gases and Welding Distributors Association, One Oakwood Blvd, Suite 195, Hollywood, FL 33020 • Welding & Gases Today is the official journal of the Gases and Welding Distributors Association (GAWDA) and carries news and announcements concerning GAWDA. • It is not responsible for contents or opinions other than association activities. • Contents are copyright ©2023 Data Key Holdings, LLC. • All rights reserved. • Nothing may be reproduced in whole or in part without written permission of the publisher. • Questions and comments can be sent via e-mail to Editors, c/o editorial@gawdamedia.com. • Data Key Holdings, LLC. reserves the right to print portions of all or any correspondence mailed to the editors without liability on its part and no such correspondence will be returned. • Visit Welding & Gases Today Online at www.gawdamedia.com.

4 • Second Quarter 2023

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PRESIDENTS VIEW

Intentionality in the City of Brotherly Love A small group of intentional people can change the world. BY ROBERT ANDERS

I Robert Anders is GAWDA’s 2023 President as well as President and CEO of Holston Gases. He can be reached at 865-5731917 as well as robert. anders@holstongases. com

6 • Second Quarter 2023

can’t think of a better place to be than Philadelphia to continue the INTENTIONALITY journey we started in San Diego. This city embodies self-determination and purpose. More than 333 years ago, a focused group of men and women decided that they were tired of having their lives directed by outside forces and set out on a journey of self-reliance and self-determination. The ripple effect of the actions of a few dedicated people changed the world. The same thing can happen for us. What ripple effect could occur in our businesses, our relationships, our families, and our communities if we could have the same focus on our priorities as those citizens did so many years ago? We are halfway through our GAWDA “trip around the sun” together — how are you doing on your priority list? For those of you that were in San Diego and took a bag of marbles home — how often have you looked at them? Have they prompted you to do or not do something? What are you intentional about now that maybe you weren’t six months ago? Remember, it’s never too late to start to build the habits needed to focus on what really matters in your business and personal lives. Many of us are developing new habits and building some new “mental muscles.” To help us along that journey, we have put together a great

program for this year’s SMC. To see the full schedule, turn to page 50. We begin the meeting with the President’s Welcome Reception at the National Constitution Center where we will be able to rub elbows with our Founding Fathers (figuratively of course) and celebrate our privilege to live in the greatest country in the history of mankind. Then, we hit the ground running on Sunday with our keynote speaker, Joey Jones. For those that don’t know Joey, I think you will be inspired by his story of self- determination and focus. “Triple J” didn’t let the adversity he has endured define him. His message of “Get up, Get Over it, and Get Going” exemplifies his life of gratitude and service. In between our speakers, we have a broad lineup of educational tracks presented by your peers that range from Sales and Marketing, Safety, Succession Planning and a Consultants Roundtable. Colene Rogers, an executive coach and talent management expert with over 20 years of experience will close out our morning session by giving us some insight on ways to effectively recruit, manage and engage employees limiting the high cost of employee turnover. Our Sunday afternoon will have our traditional Contact Booth program with a little twist this year. Instead of the traditional four-hour program we are going to have a three-hour session

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Remember, it’s never too late to start to build the habits needed to focus on what really matters in your business and personal lives. followed by a Contact Booth Networking reception from 4:30 p.m. – 5:30 p.m. where suppliers and distributers can spend some relaxed time over a cocktail. On Monday, we have a personal friend of mine, Hallerin Hilton Hill, who is going to give us some thoughts to help us look at life in a more grateful and intentional way. I have never met anyone that heard Hallerin speak that he didn’t impact and, more importantly, make smile. Hallerin is a genuine “renaissance man” He is a radio talk show host, best-selling author, songwriter/singer/producer who has worked with the likes of Aretha Franklin and Whitney Houston and is an inspirational speaker.

Batting cleanup for us will be our industry speaker Steve Hedlund, Executive Vice-President and COO of Lincoln Electric who is responsible for leading growth and margin expansion in the North America, South America, Europe and Asia Pacific regions. Steve joined Lincoln in 2008 as VP of Strategy and Business development. Prior to joining Lincoln, Steve was with Fortune Brands Inc. Steve earned his Bachelor’s degree and MBA from Dartmouth College and has a very broad background in our industry and I can’t wait to hear his thoughts on the direction of Lincoln and our industry as a whole. As you can see, we have a jam-packed agenda that’s offers something for everyone. More importantly, you will have an opportunity to connect and develop friendships with new industry peers and nurture those relationships that were formed at these meetings decades ago. Let’s make some more memories!

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DIRECTORS DESK

Limited Time SMC Bargain for Local Members BY JOHN OSPINA

John Ospina is GAWDA’s executive director. He can be reached at GAWDA Headquarters in Hollywood, FL, via telephone at 844-251-3219 or via email at jospina@gawda.org.

10 • Second Quarter 2023

s your company driving distance from this year’s SMC in Philadelphia, PA? Do you want to give more key employees the opportunity to participate in the unique learning experience that the SMC Education Sessions have come to be known for, but you’re forced to limit the number of employees you can send because of the cost of registration, coupled with flights, hotel, and time away from the business? Well, this year we have a unique opportunity for members within driving distance of the event. This year’s schedule offers a special situation with the Education Sessions and Contact Booth Program and some main stage presentations all in one value-packed day. The program is from 7:00 a.m. to 5:30 p.m. EST. That day also happens to fall on Sunday, May 7th, so time away during business hours is not an issue. We’re happy to offer a full day pass for May 7th to this year’s SMC at less than half the cost of a full delegate. The agenda, on page 57, lists all the presentations for the day. Attendees can register online or they can contact Bruce Ellenbogen for assistance. Registration will also be available on-site for those participants that decide at the very last minute. The day begins with a networking breakfast and is followed by a GAWDA main stage presentation. The opening speaker is Johnny “Joey” Jones, a retired United States Marine and Fox News Contributor. His message focuses on overcoming adversity, finding a positive perspective in dire situations, leaning on those around you, and finding strength in yourself and your community. He is followed by eight fantastic education sessions that include the GAWDA Consultants and

We’re happy to offer a full day pass for May 7th to this year’s SMC at less than half the cost of a full delegate. industry leaders. The morning is topped off with a main stage presentation by Colene Rogers, executive coach, and talent management expert with over 20 years of experience in human resources and consulting. Colene helps organizations to effectively recruit and manage top talent, increase employee engagement, improve critical communication, and limit the high cost of turnover. Participants are then invited to a group networking lunch before continuing on to the contact booth program. At the tail end of the booth program, we’ll end the day with a one-hour networking reception. Depending on the drive time, attendees can make it back home that same night or they can use the evening to participate in industry hospitality events and spend the night at one of the event hotels. At the time this article was written, rooms were still available for the night of the 7th. This is a great way to give some real value to employees that may have never been to a GAWDA national event. It will be several years before we make it back to the northeast for an SMC. I hope many of you take advantage of this rare opportunity and I look forward to seeing many new faces at the event. As always thank you for your continued support of our industry and association.

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EDITORS NOTE

The Ultimate Disruptor BY STEVE GUGLIELMO

Steve Guglielmo is GAWDA Media’s Editor-in-Chief. He has more than a decade of experience working with industrial associations. He can be reached at steveg@gawdamedia.com.

e’ve spent a lot of time in recent years discussing disruptors. Ken Thompson’s article in the First Quarter Issue of Welding & Gases Today discusses them in great detail. He lays out a compelling case that, often, the best laid plans of mice and men are, for lack of a better word, disrupted by unforeseen disruptors. But it doesn’t always have to be so cloak and dagger. There are some disruptors you can see coming from a mile away, especially if you’re paying attention. And Artificial Intelligence is one of those things. By now, you’ve heard of ChatGPT. ChatGPT and AI are sometimes used interchangeably, but that is a misnomer. However, ChatGPT is, to date, probably the best example of how AI will have a tangible and lasting impact on business. And it doesn’t appear to be a passing fad. Brian Bluff wrote an article all about ChatGPT and AI, which can be found on page 66. He also appeared in the April 15th episode of GAWDA TV. And he believes that ChatGPT is the next frontier of marketing, including for GAWDA members. ChatGPT can automate the content creation process and generate high-quality, relevant content for a company's blog or website without the need for a dedicated content writer. Additionally, ChatGPT can personalize marketing messages by analyzing customer data and behavior patterns, which can increase engagement with potential customers and improve the effectiveness of marketing campaigns. Another way in which ChatGPT can change marketing in the gases and welding industry is

12 • Second Quarter 2023

through optimizing content for search engines. By analyzing relevant keywords and phrases, ChatGPT can suggest changes to a company's content to improve its ranking in search engine results pages. This can help improve visibility and attract more traffic to a company's website. ChatGPT can also provide valuable insights into customer behavior and preferences. By analyzing customer interactions with a company's website, ChatGPT can identify trends and patterns that can inform marketing strategies and product development efforts. Finally, ChatGPT can help companies respond to customer inquiries and feedback in real-time. By using natural language processing and sentiment analysis, ChatGPT can understand and respond to customer queries and complaints, providing fast and efficient customer service. In conclusion, ChatGPT has the potential to revolutionize marketing in the gases and welding industry by automating content creation, personalizing marketing messages, optimizing content for search engines, providing real-time customer service, and providing valuable insights into customer behavior. Not convinced? Everything from the third paragraph on was written by ChatGPT using the simple prompt “Write me a 200 word blog post about how ChatGPT can change the way a company in the gases and welding industry does their marketing.” It’s a game changer. And it’s here to stay.

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GAWDA CONSULTANTS R O U N D TA B L E

GAWDA CONSULTANT ROUNDTABLE:

Thoughts Ahead of the SMC GAWDA’s consultants will present a roundtable discussion at the SMC in Philadelphia. BY TOM BADSTUBNER, MARILYN DEMPSEY, MIKE DODD, RICK SCHWEITZER, AND STEVE GUGLIELMO

he GAWDA Consultant Program is a GAWDA member benefit that is included as part of your member dues to the association. It is consistently rated as one of the most valuable member benefits that GAWDA provides. Between the four of them, GAWDA’s consultants bring more than 100 years of industry-specific experience to the association. Thank you to Tom Badstubner, GAWDA’s FDA and Medical Gases Consultant, Marilyn Dempsey, DHS, EPA and OSHA Consultant, Mike Dodd, DOT Consultant, and Rick Schweitzer, Government Affairs and Human Resources Consultant, for lending their time and expertise to discuss these important topics. The following is a lightly edited transcript of that conversation. 14 • Second Quarter 2023

WGT: You will be hosting a roundtable discussion at this year's SMC in Philadelphia. Is there anything specific you will be addressing or any particular state of mind you want attendees to come into that event in? MICHAEL DODD: The event at the SMC is on the heels of our very successful Professional Compliance Seminar in March at Chart Industries. As far as the SMC goes, I will be filling in for Rick, because he is not going to be able to make it, unfortunately. So, he'll send me an update on what is coming down the pipeline. And I will try to make that as simple as I can for the attendees. But, really, we're expecting it to be more of a Q&A. And, of course, we always come prepared with things to talk about. So, I'll be talking about the DOT items that are going on. We've been

having lots of audits. And I'll have a few key things to discuss that I've heard from my contacts. There have been a lot of things going on with special permits, so we'll talk about that a little bit. And I'll remind people that they can save a lot of money if they sign up for two or three special ones. RICK SCHWEITZER: Marilyn and I had an interesting OSHA issue come up involving a member company regarding nesting of cylinders. OSHA came in for an inspection regarding some other incident and while the inspector was there, the inspector noticed that the cylinders were free-standing. Sort of nesting but really not meeting the three points of contact that is legally required. OSHA had taken pictures of the scene and it was pretty clear that the three points of contact standard was not being met in order to be properly nested.

GAWDA’s Consultants will give a roundtable presentation during the Educational Track Sessions on Sunday, May 7th, 2023, from 9:00 a.m. – 9:50 a.m. The Consultants will also be available to speak with members at the GAWDA Booth during the Contact Booth Program that afternoon.

It's easy to see how that happens, as you're moving cylinders in and out of a filling facility. But I think this is a good time to remind companies that these requirements do apply and they're there for a reason. Unless you chain the cylinders, you really do need to nest them properly so that they don't fall and cause injury. And the company did end up paying a fine as a result of the violation. MIKE: Do you remember how much the fine was? RICK: $6,000. I think they wanted originally $10,000 but we offered them less and they did accept it. The fact that the company responded immediately and made appropriate changes to its procedures was instrumental in getting OSHA to accept a lower penalty. MIKE: Those numbers are important for members to know. RICK: And those costs are on top Second Quarter 2023 • 15

GAWDA CONSULTANTS R O U N D TA B L E

OSHA PENALTIES Below are the maximum penalty amounts, with the annual adjustment for inflation, that may be assessed after Jan. 15, 2023. (See OSHA Memo, Dec. 20, 2022). TYPE OF VIOLATION

PENALTY

Serious Other-Than-Serious Posting Requirements

$15, 625 per violation

Failure to Abate

$15, 625 per day beyond the abatement date

Willful or Repeated

$156, 259 per violation

of all the administrative time that goes into the case, and the cost of bringing me on to help them respond. And it goes on your record as a prior violation. Should there be another, subsequent violation, it will be seen as an aggravating factor, and it will increase the value of any future violations. Or, at the very least, it will discourage the agency from reducing the penalty based on your remedial steps.

WGT: Is this violation something that is out of the ordinary, or do you suspect many members would have this if you went out and looked at their warehouses? RICK: I think it's an easy thing to overlook. MIKE: And it is highly dependent upon the inspector. A lot of them may see it, but not write it up or may mention it but not write it up. MARILYN DEMPSEY: Nesting is the most overlooked action that I’ve seen in my travels. People view straight rows of cylinders as easier to access…just line them up like little soldiers, then you have your different blends right there for you to pull them out of the line. But that doesn't pass muster. You must have three points of contact or secure the cylinders. As far as the fine goes, OSHA revised 16 • Second Quarter 2023

their fine schedule this past January (2023). They have base fines, maximum fines. And OSHA has a fine reduction schedule that is based on the number of employees, severity, good faith efforts of the employer and history of violations.

WGT: What are the safety risks for having them improperly nested? MARILYN: The largest risk is for a cylinder to fall on someone. Or, when you don't have the integrity of the nest/ three sides touching, then someone could bump into a cylinder and create a cascade of falling cylinders.

WGT: Are there any special areas of emphasis that inspectors are looking for this year? Or, if not a defined special emphasis, are there any violations you're seeing more of this year compared to previous years? MARILYN: They still have the national emphasis program (NEP) on heat related illness and other Regional Emphasis programs. The number of inspections fell off in 2020, during COVID, but in 2021 the number of inspections increased, and I think, like the rest of society, OSHA is less afraid to

be out and about. I believe we can expect the number of inspections to continue to increase.

WGT: You mentioned last year that all of the federal agencies had their "Help Wanted" sign out. Would you say that the number of inspections going up is a direct result of them hiring more inspectors? MARILYN: I can't say that, for sure. The number of inspections are not as great as 2016-2017. However, every single agency still has that "Help Wanted" sign. And, to borrow something that I discussed at the seminar, OSHA was signed into existence in 1970 by President Nixon to help businesses stay safe, mainly through education. That mission appears to have changed, now. OSHA is seen as an enforcement agency. OSHA is under the Department of Labor (DOL) and the DOL appears to have a new mission. I say this because on their home page is "Do You Want to Form a Union?" It has gone past the point of helping workers stay safe and it has gotten more into the union state of mind and a police state for businesses. For example, the NEP on Heat Related Illness, inspectors can drive by a business not on their list, stop and inspect if they think there may

GAWDA CONSULTANTS

R O U N D TA B L E

be a heat-related issue at the business. Tom: We have seen several recent audits where the FDA has sent an experienced inspector and one or two inspectors-in-training. These training inspections tend to be more thorough than prior inspections.

WGT: Rick, you made the point in the Q1 Issue that, with a divided Congress, you didn't expect to see any impactful new legislation. But you also made the point that changes within the agencies could have some impact. Is this is an example of that?

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RICK: Yes, I think so. The emphasis from the administration is on unionization of the work force, decarbonization of the economy, and environmental justice. Those three themes are in everything that every federal agency does. And we're seeing it already.

WGT: You also mentioned the 45Q Tax Credit in Q1. I've since spoken with other members about that. Can you explain what that is and how it will impact GAWDA members? RICK: Well, it's a tax credit for the acquisition of new, essentially electric vehicles. The administration is using both the carrot and the stick to electrify the transportation fleet, including private, commercial fleets like GAWDA members' delivery trucks. But, on the carrot side, they're giving you a tax credit through the IRS for the purchase or lease of new electric vehicles. And, I believe you can get up to $40,000 per unit for a new vehicle over 14,000 pounds. On the other hand, the EPA has come out with new emissions requirements that go into effect with the 2027

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GAWDA CONSULTANTS R O U N D TA B L E

model year that will require diesel engines to meet an extremely stringent new standard for NOX emissions that is going to add about $42,000 to the cost of those vehicles. So, if you want to stick with diesel, you'll be stuck with additional costs based on the EPA regulations, but if you want to go electric, the government is going to put money into your pocket to do that. And the cost of an electric vehicle is much higher than the cost of a comparable diesel vehicle, which is one of the reasons why they feel that it's necessary to give you this credit. But the maintenance costs on an electric vehicle are a lot less. You don't have oil changes, you don't have a lot of the transmission problems that you do with a diesel vehicle. The downside, of course, is that if

the electricity goes out, you're going to be stuck with a lot of trucks that you'll need to recharge. As somebody who just want for three days without power in my house due to a storm, I'm sympathetic to that argument.

WGT: Getting back to the SMC, the Government Affairs and Safety Committee will be meeting together. Are there any particular things that you're working on or topics that you'll be discussing? TOM BADSTUBNER: The safety committee, in the last six months or so, has focused on redeveloping the documents with infographics and making them easier to implement and under-

KEEPING YOUR GAS FLOWING SAFELY

18 • Second Quarter 2023

stand. And it makes training easier to conduct, as well. RICK: The Federal Trade Commission has a proposed rule that would ban the use of non-compete agreements. There would be some exceptions for acquisitions of companies when the president of the acquired company has more than a 25% stake in the acquired entity. But, in general, it would be a complete ban on the use of non-competes. And, understandably, GAWDA members are all over the map on their thoughts on this. Some companies use them aggressively, as employee retention plans. Others don't like them at all and even litigate against other companies because they want to be able to attract top talent even if it is from a competitor.

GAWDA CONSULTANTS

R O U N D TA B L E

So, we're in the process of trying to figure out what, if anything, we can comment on to the FTC to try to give them some information about this. There's also the basic question about whether or not the agency even has the authority to do this in the first place. And that's an issue that will probably be resolved in the courts. The other thing that I see eventually having a significant impact on this industry is from the Federal Motor Carrier Safety Administration on revising their safety measurement system. The FMCSA has this standard of metrics that it uses to identify what they call "at risk" carriers. These are carriers that are "at risk" for either more crashes or more severe crashes than the normal carrier. And it looks at your compli-

ance record and your accident history and it looks at your speeding violations, your HAZMAT violations, etc. to try to develop a score that will then be used by the agency to identify carriers for intervention. The intervention could be an enforcement action or lots of other different types of ways to bring that carrier back into compliance. That was the initial idea behind it. But the FMCSA, a number of years ago, started publishing those scores online. So, customers started using those scores to rate their trucking companies and their distributors to see whether or not they had safe trucking operations. Insurance companies use those scores to rate your insurance premiums. And plaintiffs lawyers, if you were involved in an accident, the first thing they would

do would be to look at those scores. There were a whole host of uses for these scores that were really not what the agency intended. And Congress, back in 2015, told the National Academy of Sciences to do a study on this to see if there was some other way to identify at-risk carriers for compliance intervention. And the NAS came out with a report that said companies should adopt “item response theory” to replace the current system for identifying at risk carriers. Unfortunately, it's an incredibly convoluted mathematical formula for looking at all of your management decisions to try to determine your future potential for being in a crash. It's incomprehensible. I don't think anybody at DOT or NAS even understands it.

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GAWDA CONSULTANTS R O U N D TA B L E

Finally, the FMCSA on February 15th came out said they weren't going to adopt this IRT. But it did say that it is going to go back and look at its SMS metrics and adjust those to see if they can come up with a better program. So, it will consolidate some of their violations. And they won't call them basics anymore, the categories are going to be called safety categories. But they're going to reconfigure what they were doing before and see if they can improve them at all. And those comments are due on May 16th. MIKE: At the safety committee meeting, we typically have gotten together once per year. And we've used it for a couple of things. It helps our members to see face-to-face. We've been doing a lot more of the GoToMeetings so we can see each other through the screens, but it's not quite the same as face-to-face. We use that time basically to set the agenda for the coming year. We talk about the previous year and what we've accomplished.

But, honestly, it's also a reward. Because all these people are volunteers. And they put their time, their money, and their effort into attending those calls. And their companies send them to this meeting. And one of the things that we do is we do a dinner one evening and that really goes over with the volunteers. It builds the camaraderie, and it also builds those relationships. And it's a good team building thing. So, the meeting that we'll do at the SMC is really a very positive thing. And it's nice that we get the Government Affairs Committee in with the Safety Committee as well because there is a lot of overlap. And it ends up being a very good time. TOM: For the Safety Committee, Jim Herring began a subcommittee concept a couple of years ago. The subcommittees have been very productive in developing and reviewing sample safety practices.

WGT: Any last thoughts you want to leave readers with before we see them in Philadelphia? MIKE: I'm looking very much forward to seeing people in-person. We really enjoy seeing members at the Contact Booth and meeting them in the hallways and out at the breaks. For us consultants, it's a chance to meet faceto-face with all those who we're doing emails and phone calls with. It's like our little reward as well. And a lot of them have become very good friends over the years. RICK: And it attaches a face to a name. I talk to people on the phone or exchange emails with them, but it makes a huge difference for them to come up and shake hands and see the other person and talk to them for a few minutes about the company. It helps us understand their situation for the next call.

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20 • Second Quarter 2023

GAWDA CONSULTANTS SAFETY ALERT

Hazard Communication BY MARILYN DEMPSEY, GAWDA DHS/EPA/OSHA CONSULTANT

The following is an excerpt from the GAWDA Safety Organizer, a monthly bulletin sent to GAWDA members. For more information on the GAWDA Safety Organizer, or to read past issues, visit the GAWDA.org Members-Only Section.

Marilyn R. Dempsey, Safety Dragons Workplace Consultants, LLC 940-999-8466 marilyn@safetydragons. com.

22 • Second Quarter 2023

PURPOSE

To provide an outline for a Written Hazard Communication Plan

RESPONSIBILITY

Management

AUTHORITY

Operations Management

azard Communication violations generally fall within the top 5 citations and always are on OSHA’s top 10 list of citations. Hazard Communication is the major hazard in our industry because no matter what part of the process is examined, workers are potentially exposed to a hazardous material. Under the provisions of the Hazard Communication Standard (1910.1200), employers are responsible for informing employees of the hazardous material in the workplace. OSHA specifies this information will be maintained through a written Hazard Communication program. The Hazard Communication program ensures that all employers receive the information they need to design and install employee protection systems. Employers are also responsible for training their employees with the information necessary to keep them safe and empower the employees to assist with maintaining and improving the Hazard Communication Program. The written program does not have to be lengthy or complicated, but it must have enough information to educate the employees of work-

place hazards. The Hazard Communication program must include: • Roles and Responsibilities • Chemical Inventory List • Labeling information • Safety Data Sheet location information • Training: intervals and topics • Storage of chemicals • Non-routine tasks • Program Compliance The GAWDA Safety Committee published a Hazard Communication Sample Safety Practice that outlines each section of the plan. This and other Sample Safety Practices are available on the GAWDA Website/Members Only page/ Sample Safety Practices. If you need assistance accessing the documents, please contact Andrea Levy at alevy@ gawda.org. If you have any questions regarding the safety practices or OSHA’s Hazard Communication Program, please contact me. If you have any questions about either of these topics or any other OSHA, EPA or DHS questions please contact me.

GAWDA CONSULTANTS

SAFETY ALERT

Sample Safety Practices (alphabetical order) A

Active Shooter Emergency Preparedness (rev 10-2022)

Backing and Parking (rev 02-2023)

Fire Emergency Preparedness

Bloodborne Pathogen Program (rev 03-2022)

Flood Emergency Preparedness (10-2021)

Canine Bites, Awareness and Mitigation of (rev 03-2022)

Forklift Cylinder safety Forklift Training 11-2020

Carbon Dioxide Awareness (rev 09-2022) Confined Space Program (rev 02-2023) Contractor Safety Requirements Agreement

Hazardous Communication Program Sample Safety Practice (rev 03-2022) Heat Related Illness Prevention (03-2022)

Control of Hazardous Energy Lockout-Tagout Customer Safety at Member Sites

Insect Sting Bite Policy (03-2022)

Ladder Safety (06-2021)

Customer Vetting Practices (rev 03-2022)

Load Securement rev 8-2020

Cylinder Connection at Customer Sites (rev 03-2022) Cylinder Deliveries at Locations with Stairs and Ramps (rev 02-2023)

LPG-Vendor-Audit-Checklist 10-2020

Cylinder Delivery Sample Safety Practice Cylinder Loading Dock Safety (03-2014)

LPG Cylinder Storage Guidelines 10-15-2020

Cylinders - Guidelines for Leaking Cylinders at Customer Locations (rev 03-2022)

LPG Filling and Storage (09-2022)

Cylinders - Safe Handling of (rev 03-2022)

Delivery Survey Docking Ramps - Selection and Use of (rev 03-2022)

Mechanical Lifting Devices

Personal Protective Equipment in Fill Plants

Regulatory Agency Visit Guideline (rev 03-2022) Retail Security Premises Safety (rev 03-3033)

Driver Distractions Personal Communication Devices (rev 03-2022) Dry Ice Sample Safety Practice End User Guide (rev 03-2022)

Earthquake Emergency Preparedness (rev 09-2022)

Sign-in Safety Guidelines (rev 03-2022) Slips, Trips and Falls Guidelines (rev 032022) Suggestions-BestPractices

Tornado Emergency Preparedness (rev 092022) Training Form Cover Letter (05-102011) Training Record (05-10-2011)

Electronic Submission of Injury and Illness Records to OSHA (10-2021) Emergency Preparedness Employee Onboarding (06-2021) Ergonomics in the Workplace

Fill Plant PPE (06-6021)

Transport of Pressurized Cryogenic Liquid Containers in an Elevator (rev 03-2022)

Vehicle Accident/Incident Considerations (rev 03-2022)

Walking Working Surfaces (rev 03-2022)

Facility Securement (06-2021) Fall Protection (10-2021)

Second Quarter 2023 • 23

GAWDA CONSULTANTS SAFETY ALERT

Driver Eligibility Requirements BY MICHAEL DODD, GAWDA DOT CONSULTANT

GAWDA DOT & Safety Consultant Michael Dodd is president of MLD Safety Associates in Poplar Bluff, MO. Members can reach him at 573-718-2887 and at MLDSafety@hotmail. com.

ollowing up on last issue’s article, “Qualifying a New Driver,” here are some suggestions to consider for driver eligibility requirements. These suggestions have some minimum requirements and some items that would possibly disqualify a driver from being considered for a driver position. These are only suggestions, and you are free to modify these to meet your local hiring environment and driver availabilities.

ELIGIBLE DRIVERS MUST: • Have at least two years driving experience or have completed a course of instruction from a driver training school that operates equipment similar to the company. • The appropriate license for the type of vehicle to be operated and the applicable endorsements. • A current medical examiner’s certification (medical card or MVR showing current medical examination certification). • The ability to read and write in English. • Have an acceptable driving record.

ACCEPTABLE DRIVING RECORD MEANS: • No major violations in the last three years. • Maximum of three minor moving violations in the last three years. 24 • Second Quarter 2023

• Maximum of one at-fault accident in the last three years.

MAJOR VIOLATION IS A CITATION THAT INVOLVES: • Any drug or alcohol violation in connection with the operation of a motor vehicle. • Homicide, manslaughter or use of a motor vehicle for felonious purposes. • Hit and run. • Reckless driving. • A speeding violation 15 MPH or more above the posted limit. • Speed contests, drag racing, or attempting to elude an officer of the law. • Driving while license is suspended or revoked. • Use of a cell phone while driving. • Failure to use a seatbelt (This is one of my personal opinion items.)

MINOR VIOLATIONS: • Any moving traffic citation (speeding less than 15 MPH above the posted limit, failure to stop or yield, improper lane change etc.) other than a major violation. • The following are not moving citations: • Motor vehicle equipment, load or size requirements. • Improper display or failure to display license plates. • Failure to sign or display registration card.

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CGA FOR GAWDA U P D AT E

CGA/GAWDA Distributor Subscription Program Safety, Cost Savings, Efficiency, and Education For GAWDA Distributor Members BY PAUL PFLIEGER, DIRECTOR OF MARKETING AND COMMUNICATIONS, COMPRESSED GAS ASSOCIATION

Paul Pflieger is the Director of Marketing and Communications for the Compressed Gas Association (CGA), a non-profit trade association representing the industrial, medical, and food gas industries. He assumed this role in July 2022, bringing with him nearly a decade of experience in association communications and public relations.

he Compressed Gas Association (CGA) and GAWDA have teamed up to offer a unique subscription program that benefits GAWDA distributor members. CGA is a standards developer and trade association representing member companies in all facets of the industry – manufacturers, distributors, suppliers, and transporters of gases, cryogenic liquids, and related products and services. Today, CGA’s membership is made up of more than 140 companies from local distributors to multinational companies. In addition to CGA’s members, there are also more than 80 GAWDA distributor members currently participating in the subscription program. The subscription program provides GAWDA members with access to CGA publications and standards at a reduced cost. These publications and standards cover a wide range of topics related to the safe production, storage, handling, and use of compressed gases. Some of the benefits of the program include: 1. Cost Savings: GAWDA members receive a significant discount on CGA publications and standards. 2. Industry Best Practices: CGA publications and standards are recognized as authoritative resources for the compressed gas industry. 3. Current Safety Resources: By following CGA standards, GAWDA members can ensure that they are handling and using compressed gases safely.

28 • Second Quarter 2023

Increased Efficiency: CGA publications and standards provide guidance on best practices, which can help GAWDA members streamline their operations and improve their bottom line. 5. Education at Your Fingertips: Free access to CGA’s popular eLearning modules for up to 15 employees per company location. These modules provide a modern training method for introducing basic safety information to new industry employees across a range of topics, including the safe handling of compressed gases, acetylene cylinders, and cryogenic liquids in portable containers. In addition, GAWDA and CGA co-sponsor a Distributor Safety Award, which recognizes the distributor with the greatest improvement in safety performance over the past 5 years. This prestigious award is presented each year at GAWDA’s Annual Convention and CGA’s Annual Meeting. The program is easy to join. To qualify, the applicant: • Must be a member of GAWDA in good standing. • Must be from GAWDA’s distributor membership category. • Must not be a former member of CGA. • Must provide the required safety data with their application. For more information on this program, including eligibility and registration requirements, please visit the GAWDA Subscription Page.

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BEST

PRACTICES Eliminate the Number One Cause of Death in Construction!

FALLS…. BY PAUL BERNIER, ASP

W Paul Bernier, ASP, is the Safety Manager for Southern Colorado at General Air Service & Supply. He has worked in the safety industry since 1996.

hile construction activity often takes place year-round, it truly ramps up in Spring in the U.S. This is often the time that construction companies outfit their employees with proper PPE and training. According to OSHA, falls are the number one cause of death in construction and almost all of them could be prevented with proper PPE and fall protection training. Did you know that the number one cause of construction injuries is also falls? Again, most can be prevented with the right equipment and training. At General Air, we conduct the required fall training for our customers at no charge. We provide this service because we are passionate about workers’ safety and to bolster our fall protection sales. Along with the training, we outfitted a safety truck with a hoist, allowing us to demonstrate how the equipment works and what happens if proper protocol isn’t followed.

BASICS OF FALL PROTECTION & EQUIPMENT (ABCD’S) Fall protection systems require several parts working in conjunction. If any one piece of equipment is missing, the system will fail. The easiest 30 • Second Quarter 2023

way to remember each component is with the A.B.C.D.’s of fall protection. A: Anchor The anchor is the part that holds the weight of the worker and all the forces that could be involved in a fall. To keep it simple, the anchor must be mounted in a way that it can hold 5,000 lbs., or the weight of a pickup truck. People don’t always recognize the force involved in a fall, so in our demonstrations we perform dead drops with a scale and digital readout so workers can see the actual impact. They are almost always surprised. When a 220 lb. bag is dropped from 5 feet, the result is 2,700 lbs. of pressure – enough to kill a person. At 2,300 lbs. of pressure, internal organs begin to separate if landing flat. Usually, a worker falls headfirst causing head and neck trauma, but even falling flat on a grass lawn from 5 feet can be fatal. Anchors come in different varieties, depending on the application. Common applications include rooftop mounts, cross arm straps that wrap around AC units, or cement inserts. An anchor can range anywhere from a $50 roof anchor to a $100,000 permanent anchor roof engineered system. Whatever the case, there is

BEST

PRACTICES

General Air’s safety truck an anchor made to handle the weight and force in case worker falls. B: Body Harness The body harness comes in many different configurations and sizes. A worker must be fitted to proper size and trained on how to adjust the fittings properly. Harnesses can range in price from $20$2,000+, depending on the requirements for the job and desired comfort level. A harness must be inspected before each use by the worker, and a harness can only sustain one fall and then it must be destroyed. All harnesses must have a dorsal “D” ring located between the shoulders in a fall protection set up. Although there are many other places “D” rings can be placed, the dorsal “D” ring is the only attachment point for the lanyard in a fall arrest system. C: Connection Device (lanyard) The connection device, or lanyard, must be in place to connect the worker to the anchor or the system is useless.

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BEST

PRACTICES

General Air provides safety fall training for their customers. Lanyards come in several different options including ropes, 6 foot lanyards, PFLs, and SRLs in a fall protection system. 6-foot lanyards are the least expensive and most widely used connection device, but they are not always the proper tool. A 6-foot lanyard may be the most cost-effective tool, at around $65, but will the worker be working at a height suitable to use a 6-foot lanyard? Let’s look at an example: if a worker is 6 feet tall, and he is using a 6-foot lanyard, he must be working at a height of over 18 feet or he could potentially hit the ground in a fall. This is because the lanyard has a shock pack built in to slow the worker in a fall and to keep the pressure below the required 1,800 lbs. The shock pack stretches the lanyard another 3 feet when deployed. Additionally, there needs to be at least 3 feet of clearance between the potential fall height and the ground to allow for any additional stretching of material. So, a 6-foot worker using a 6 foot lanyard, with a 3 foot shock extension, and a 3 foot clearance must be above 18 feet working height. A PFL (personal fall limiter) is a much better tool at lower heights because it acts like a seatbelt and stops the worker quickly in a short distance. There is still some measuring involved, but PFLs have become the preferred tool in fall arrest systems. Most construction sites require a dual leg PFL, or 100% tie off lanyard with a leading edge (stainless cable), to ensure the lanyard will not snag or tear if a worker falls off a metal edge of the structure. Another option is an SRL (self-retracting lifeline). An SRL is not worn by the worker, it is attached to the anchor and the lanyard is brought down to connect to the worker. The cable lengths can be as long as 65 feet or more. The SRL can be 32 • Second Quarter 2023

attached to the anchor to be reused, and many are weatherproof and can be left outside. SRLs range in price from a few hundred dollars to several thousand depending on the cable length. D: Dangling (Harness Hang Syndrome/Suspension Trauma) The last part of the fall system is the emergency plan - what will happen if someone is in a fall? Even when all the parts of the fall arrest system work perfectly, the worker is not out of the woods yet. When a worker is dangling after a fall, all their body weight is now on the harness leg straps, putting a lot of pressure on the femoral arteries, restricting blood flow, and creating pooling blood in legs that can become very harmful within just a few minutes. A good fall protection plan will include emergency response plan to get workers down quickly before a serious situation like suspension trauma can hurt or possibly kill the worker. There are trauma straps available to help prevent this from happening, the straps can be deployed to take the weight off the arteries by stepping into the stirrups and alleviating the weight from the groin. Fall protection equipment is not only necessary to our construction workers and many general industry workers, but it can also be a great addition to your product offering and an excellent service to offer your customers. The sale of the products, training, and repairs can be very lucrative for your business, and as I always say, if you’re not providing these products and services, your competitors are.

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A S K YO U R

GAWDA BOARD

Ask Your Board

he purpose of Ask Your Board is to ask common business questions that all GAWDA members might be dealing with and to see how GAWDA’s Board of Directors are dealing with these issues within their own companies. To submit a question for GAWDA’s Board Members to consider, please email steveg@gawdamedia.com

THE QUESTION What do you do ahead of a GAWDA National Convention (either AC or SMC) to ensure that you and your team can most effectively make use of your time?

group with a summary of the major theme and how it could benefit our organization. I also ask them to set up at least one meeting with someone in the industry that they need to get to know better. It could be as simple as arranging to sit together at breakfast before a session or as formal as dinner together. Whenever we send a new person to either an SMC or AC, we make sure they have a “wingman” that has been to many of these meetings who can introduce them around and help them feel comfortable. I tell our people that all of my long-term relationships started with an introduction and a conversation. You need to proactively seek those encounters.

FIRST VICE PRESIDENT

ERIC WOOD

If you are bringing other employees to

O.E. Meyer Company

this year’s SMC, what pieces of advice

We are fortunate that, as a distributor, we get invited to many of the hospitalities and dinners hosted by the suppliers. These are important to O.E. Meyer Co. and we spend time internally making sure we can attend and participate in as many as possible. Our management team does our best to “divide and conquer” so we can make the events, dinners, and breakfast meetings that we feel bring the most value. For the SMC, it is important that we evaluate the content and educational opportunities and align our attendees accordingly, based on where they can receive the most value. When we return back to the business after a GAWDA meeting, we discuss the topics covered and products seen at the contact booths and discuss the next steps on how those things can be implemented and purchased to benefit the business.

will you offer them? And what will you do after the show to follow-up on what you learned or who you networked with at the show? PRESIDENT

ROBERT ANDERS

Holston Gases For a meeting like the SMC that is designed to be more educational and provide tangible take aways, I try to ensure that we have someone assigned to each session. Their job is to report back to the 34 • Second Quarter 2023

A S K YO U R

GAWDA BOARD SECOND VICE PRESIDENT ALLISON EARLBECK Earlbeck Gases & Technologies First and foremost, the event app is always helpful to download ahead of time. It will help you ensure you know where to go for each event, and plan ahead as to which attendees you'd like to visit with during the Convention. Another helpful insider tip I always give newcomers is — plan to go to the bar at least one night after the events of the day wrap up (just don't stay out too late!) That might seem like bad advice — but hear me out! Even if you don't drink, it is a great way to meet with people, talk shop, and get to know your industry peers. There are no strangers at the GAWDA bar. And, if you can, plan a couple of hours after you've gotten back to the office to go over your notes and the contact info you've collected during the Convention to reach out and plan next steps to ensure you make the most of it.

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FIRST PAST PRESIDENT

BOB EWING

Red Ball Oxygen Company The SMC has a ton of content, and we try to bring enough people that we can cover all the different education tracks. We also divide and conquer at the Contact Booth Program because it’s difficult to see all the exhibitors if you don’t. At every Contact Booth Program, we make a point of trying to establish at least one new relationship with a supplier that we weren’t doing business with previously. We also try to schedule vendor meetings ahead of time during meal breaks or other downtime. You can’t always count on bumping into the partners you need to see at the networking events, so it’s a good idea to book time in advance. We also ask everyone that attends to type up and share their notes and impressions with the rest of the team within a day or two of returning so that we can prioritize any good ideas for follow-up before they get stale.

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A S K YO U R

GAWDA BOARD on a few best practices like sitting in the first rows during all sessions, and bringing plenty of business cards. If a colleague is new to industry trade association travel, we will review in-depth the association’s anti-trust guidelines. After the show, each delegate is responsible for articulating three takeaway items that he/she will implement to pay for the trip. We often do these takeaway shares in our EOS Traction meetings, and emphasize paying forward critical industry cascading messages. The ideas gathered at a conference are only as good as their implementation, so your travel mates serving as accountability buddies goes a long way.

VICE PRESIDENT

BRAD DUNN

CK Supply I always look forward to GAWDA Conventions and in order to maximize the time during a busy schedule it certainly requires some thoughtful planning. Some of the basics include making sure I have a full understanding of my schedule and registered events along with allowing enough time on either side of the event to accommodate for travel and flights. If there are any gaps in my schedule, especially around meals, I try to fill in with meetings with new or existing vendors or distributor friends to catch up and get feedback on something they may be currently doing well that CK Supply struggles with. I usually also post on LinkedIn that I will be attending and invite anyone that may be interested to grab a drink or invite them to make an introduction if they see me. In regards to the speakers, it is essential to take notes in a manner which will create action on the takeaways. Often times, I see meeting notes scribbled on the hotel provided notepads that likely will end up in the bottom of the stack never to see the light of day. My suggestion is to immediately insert the notes into your calendar and block future time to review as necessary. The Contact Booth has A LOT of potential to unlock value for your organization and I usually will send out an email to our managers ahead of time if there is anything they are interested in or struggling with. I will usually spend the first part of the contact booth making sure I hit “the list” then the last half trying to find something new or create a new connection. Lastly, make sure there is time for fun and networking with peers, we all work hard, it is important to enjoy the time out of the office!

36 • Second Quarter 2023

VICE PRESIDENT

JOHN HILL Willard C. Starcher, Inc. The small independent distributor must wear many hats. The bulk of advance planning for the SMC is making sure the management team is properly prepared for my absence. 1. Who is going to take care of my normal activities? 2. What have I failed to complete which could cause them problems? 3. Who do we call if the computer crashes? 4. Who do we call if we have a vehicle accident? 5. Who do we call if the phone system or internet fails? 6. How do we changeup the lunch schedule so someone is always there to answer questions, solve problems and sell product? 7. Where will I be and what kind of schedule will I have while away so I am not interrupted with a call from a light bulb salesman in the middle of important business? I plan to make a list of people I wish to meet with and try to get unresolved issues resolved. I will try to meet new people and listen to their issues and solutions to learn how to better manage our business. After the meeting, I will review my notes and decide what ideas should be implemented. This implementation must occur quickly for success before the ideas fade as the daily routine of the business will take over and no change will happen.

VICE PRESIDENT

COLLEEN KOHLER

Noble Gas Solutions Like most companies, Noble finds it important to get the most return out of any company trip. We enjoy sending employees to the SMC because they can attend the talk tracks that are applicable to their positions. It is also imperative that our employees’ network and meet other suppliers and distributors in our industry. We feel it is essential to both our organization’s growth, as well as the employees growth. Our employees really appreciate being invited to these events for professional development. The biggest advice I would give a Noble employee when attending an SMC or Annual would be to encourage them to step outside of their comfort zone and sit and talk with new people. When the meetings conclude and we arrive home, we debrief and discuss takeaways. I often use this feedback to present to GAWDA’s Member Services Committee. Any feedback we can receive as an organization to do better, is great feedback in my opinion.

A S K YO U R

GAWDA BOARD VICE PRESIDENT

SCOTT RUMMANS Linde, Inc.

At Linde, we really value the opportunity to participate in GAWDA’s two annual events and have a unique perspective while attending, as we both supply the industry and distribute its products. To that end, we take time before each event to make sure we have the right mix of attendees from our various businesses and to organize the key themes and messages that we’d like to convey. Most importantly, we make sure to connect with our friends and partners beforehand to schedule time with each to maximize the value of attendance. That may involve planned meetings or simply letting folks know that we will be there and look forward to seeing them at a GAWDA reception. Once the event is over, follow-up is the key – both with internal and external stakeholders – and our teams make that a conscious priority for the weeks that follow. My advice to anyone attending, including our own company representatives, is to use the short time you have to invest

in your relationships and commit as much time as possible to catch up with old friends and meet new people.

VICE PRESIDENT

LINDA SMITH

Chemweld, Inc. I always register immediately and book the hotel rooms. The room blocks fill up fast and the Women of Gases and Welding event always sells out, so I make sure we do not miss out on either! About a week before the event, I download the attendee list and we have a team meeting to discuss what our goals are for the particular conference. We also plan out the logistics of the show as to who needs to be where and when. My advice to my team is to always attend every event! First and foremost, we are there to learn and network. After every show we have a debriefing meeting to discuss what we learned, how we can make the next show better, and to make a follow up task list for each member of our team.

Second Quarter 2023 • 37

COMMITTEE CORNER

Committee Corner

s part of its continued push to help GAWDA members get the most out of their membership dues in the association and stay on the front lines of emerging industry trends and hot-button issues, GAWDA has several volunteer committees devoted to specific areas of the industry. The volunteer committees include: Government Affairs, Human Resources, Industry Partnering, Insurance Trustees, Leadership Development, Member Services, Safety, Women of Gases and Welding, and Young Professionals.

This feature in Welding & Gases Today will update readers on the latest news and events from each committee. We thank all the committee chairs for their help and input as well as their service to the association and its members. If you are interested in enhancing your GAWDA experience and joining a committee, visit gawda.org/about/committees to fill out a GAWDA volunteer form today.

GOVERNMENT AFFAIRS COMMITTEE

Co-Chair Chuck Beal, American Welding & Gas

Co-Chair Rick Schweitzer, GAWDA Legal Counsel 38 • Second Quarter 2023

The GAWDA Government Affairs Committee will meet in-person with the Safety Committee on Saturday, May 6, 2023, at GAWDA’s Spring Management Conference in Philadelphia, Pennsylvania. The Government Affairs Committee continues to work on its primary priorities. • In 2022 Congress failed to pass legislation to eliminate the duplicate background checks requirements and fees for a driver to obtain a TWIC and a CDL Hazardous Materials Endorsement. GAWDA has met with House Republican staff in the new Congress to promote consideration of this legislation. • DOT/PHMSA has proposed substantial increases to the annual

hazmat registration fees for shippers and carriers of hazardous materials. GAWDA is working with allied associations to keep any fee increases to a minimum (no more than $500 for small businesses). • The Federal Trade Commission has issued a proposed rule to invalidate all non-compete agreements for employees, outside of acquisitions. GAWDA is working with NAW in considering comments to the proposal. • OSHA is preparing a proposed rule on heat illness and injury prevention standards for workers. • On June 30, 2022, the U.S. Supreme Court ruled that the Environmental Protection Agency may not impose

COMMITTEE CORNER

its Clean Power Project rules on greenhouse gas emissions from coal and natural gas plants without specific authorization from Congress. The Court held that “major questions” of great political and economic impact may not be addressed by the agency unless Congress has clearly granted such authority, especially when Congress itself has considered but declined to pass such provisions. This ruling is expected to call into question many regulatory schemes established under vague or general enabling statutes. • Congress passed and the President signed into law the Inflation Reduction Act, which reimposes taxes on sales and imports of hydrocarbon fuels. This affects the sale of acetylene and other products.

• On July 11, 2022, DOT/PHMSA published a Request for Information (RFI) on the potential use of electronic communication as an alternative to current physical documentation. The RFI sought input as to the benefits and problems with permitting hazardous materials documentation to be provided/ transmitted electronically instead of in a physical form. The RFI is considering use of electronic forms of shipping papers, emergency response information, and special permits, approvals, and registrations. PHMSA is expected to hold a public meeting on this effort early this year. Current GAWDA Government Affairs Priorities: • Preserve the DOT’s preemption of

state law meal and rest break requirements for drivers of vehicles carrying placarded amounts of hazardous materials. • Support implementation of a pilot program to allow 18–20-year-old individuals to drive commercial motor vehicles in interstate commerce after completing a strict training and apprenticeship program. • Support a DOT rulemaking to allow use of electronic shipping papers for hazardous materials transportation by highway mode. • Work with NAW and other business groups to oppose passage of legislation limiting the use of independent contractors . Continue to provide current information to member companies on changes in federal and state laws and

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Second Quarter 2023 • 39

COMMITTEE CORNER

court decisions, including protection of workers from COVID-19, use of marijuana in the workplace, and OSHA requirements.

INDUSTRY PARTNERING COMMITTEE

Co-Chair Justin Johnson, Keen Compressed Gas

leading to improved profitability for both parties. The IPC plans to host the Networking 360 event again at this year’s Annual Convention in Hawaii and will discuss ways to continue to improve the program from its debut in San Diego in 2022. Thank you to all who helped plan the event and who participated. In addition, the IP Committee continues to work on several key initiatives including the continued support and promotion of the AWS/WEMCO Excellence in Welding Award, as well as how best to promote engagement amongst smaller supplier and distributor companies.

GAWDA volunteer form. The committee will meet in-person at this year’s SMC in Philadelphia. The committee continues to actively brainstorm on how best to compete with standard issue insurance programs and on better ways to sell our program, as well as any possible changes to the plan.

MEMBER SERVICES COMMITTEE

INSURANCE TRUSTEES COMMITTEE Co-Chair Rick Young, Cryostar Distribution North America

Co-Chair Terry Scanlan, Messer The Industry Partnering Committee will meet in-person at the GAWDA Spring Management Conference in Philadelphia on Saturday, May 6th. There it will lay out its agenda for the year and continue its work on its primary objectives for 2023. The Industry Partnering Committee continues in its mission to provide a proactive forum for suppliers and distributors dedicated to the continual improvement of the welding supply/ equipment and gas distribution industry; to communicate to our membership ideas regarding operational, marketing and systems approaches to improve the quality of service to our customer base and; to serve as a vehicle to facilitate communication and understanding between suppliers and distributors 40 • Second Quarter 2023

Co-Chair Dan Kipka, Oxygen Service Company Co-Chair Ben Black, Butler Gas Products

Co-Chair Brian McLaughlin, GAWDA Group Life Insurance Consultant The Insurance Trustees Committee continues to recruit new members to join the committee, with a list of prospective committee members being actively developed. If you are interested in joining this committee, visit gawda. org/about/committees to fill out the

The Member Services Committee will meet in-person at this year’s SMC in Philadelphia. The MSC continues to place a heavy emphasis on growing its recently instituted subcommittees. The MSC recently introduced its third subcommittee, the “Program Benefits” subcommittee, which will be chaired by Emily Harrell. The purpose of the subcommittee is to brainstorm and develop programs that would benefit GAWDA members, which would then be introduced to the board for consideration and implementation.

THE STANDARD IN TIG WELDING

The Program Benefits subcommittee will be in addition to the MSC’s two existing subcommittees: Engagement, chaired by John Tapley, and Lead Generation (formerly known as Growing Membership), which will be chaired by Matt Cavalier and whose purpose will be to provide sales leads to GAWDA. 2023 Initiative developments • Utilize CGA activities/programs to benefit GAWDA members ` Add to Program Benefits subcommittee ` How to leverage CGA Benefits? Discuss the benefits of the training modules and e-learning. • Create success stories about GAWDA members

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SAFETY COMMITTEE

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Co-Chair Bill Woods, American Welding & Gas The Safety Committee will meet in-person with the Government Affairs Committee during this year’s SMC. The Safety Committee continues to meet

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Second Quarter 2023 • 41

COMMITTEE CORNER

monthly for approximately 30 minutes maximum to discuss the work of the four subcommittees. The subcommittee format works well in that all members are involved, and all members will lead a subcommittee, thus 100% participation. As reported to the Executive Board in October, the Safety Committee is committed to aiding the membership in preventing accidents by publishing benchmark documents. The committee has made it a mission to add infographics to the existing safety documents, which will help aid in training for GAWDA member companies. Most employees have little time to read three pages of safety directives, but everyone has time to view a poster which simply spells out the intent of the safety practice.

WOMEN OF GASES AND WELDING COMMITTEE

Co-Chair Judy Miller, WESCO Gas & Welding Supply

Co-Chair Sue Reiter, Air Products & Chemicals The Women of Gases and Welding (WGW) committee continues work toward our mission objectives through

42 • Second Quarter 2023

personal and professional development as well as educational and networking opportunities. The committee will once again meet in-person during this year’s SMC in Philadelphia. That meeting will be followed by its Meet & Greet event ahead of the President’s Welcome Reception. WGW Spring 2023 Virtual Event - April 19th The committee will build on the success of its first ever Virtual Event by hosting a free 1-1/2 hour virtual roundtable event focused on fostering a more diverse and inclusive environment for all in the gases and welding industry. The event takes place April 19 from 1:00 p.m. EST to 2:30 p.m. EST WGW 2023 SMC “Meet & Greet” Event The WGW will host a “Meet & Greet” event during the Spring Management Conference in Philadelphia. The 1 ½ hour event will be a free event for all female GAWDA members. It will take place on Saturday, May 6th from 3:00 – 4:30 p.m. The goal is to provide an introductory network experience before the SMC events begin so it is easier for female GAWDA members to connect and build relationships within the GAWDA community. WGW 2023 GAWDA Annual Meeting Event in Hawaii The WGW is actively working on planning an event for the Annual Convention in Maui in October, which will take place on Tuesday, October 3rd. The Committee is researching multiple venues and ideas and will have more to report as we get closer to the AC.

YOUNG PROFESSIONALS COMMITTEE

Co-Chair Andy Riordan, American Welding & Gas

Co-Chair Cody Patrick, Nikkiso The YP Committee will meet in-person again at this year’s SMC, where it will host an exciting Lunch & Learn event with a presentation from GAWDA President Robert Anders, followed by a Scavenger Hunt, and concluding with an Award Ceremony and After Party following the President’s Welcome Reception. Since meeting in person at the Annual in San Diego, our two subcommittees have created a GAWDA YP Microsoft TEAMS folder that all members have access to with cleaned up rosters, meeting notes, and relevant content for each respective subcommittee (Network & Event Planning; Outreach, Education & Development). • Established cadence of YP and YP subcommittee meetings ` Quarterly virtual meetings as an entire committee ` 9 monthly subcommittee meetings excluding the SMC month, Annual month, and December due to the holidays.

COMMITTEE CORNER

2023 SPRING MANAGEMENT

CONFERENCE READ MORE ON PAGE 50

• Established subcommittee attendance requirements: ` Attend at least one in-person event ` Attend at least 6 of the 9 remote subcommittee meetings annually Networking & Event Planning Subcommittee Recap • Met virtually as a group to discuss hosting events outside of just the Annual to reach Young Professionals in the industry at a more local level.

` Currently

planning an inperson event for the SMC. Visit the SMC website for more details. ` Exploring the opportunity to include some type of YP opportunity at 1-2 regional meetings this summer • Met virtually as a group to discuss strategic initiatives for 2023: ` Contacting new/current members to GAWDA to gain access to their YP members to drive engagement

` Create scripts/targets and how

to approach these members ` Established an official GAWDA

Young Professionals logo ` Established a special task force

to set this up and drive creative content ` Creating GAWDA YP LinkedIn Showcase Page, which has been launched and can be found here: www.linkedin.com/showcase/ gawda-yp/

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Second Quarter 2023 • 43

GAWDA DISTRIBUTOR MEMBER PROFILE

A Single-Source Provider for More than a Century ILMO Products Company Strives to be the first-choice organization for customers, employees, suppliers, and their local communities. BY STEVE GUGLIELMO

ike most companies that have lasted for 110 years, ILMO Products Company bears little resemblance to the company founded in 1913. When D.O. Floreth and his father, Henry Floreth, decided to open their doors, the company was a wholesaler of automobile accessories called Illinois Tire and Vulcanizing Company. Later, as the company evolved, it began going by Illinois Tire & Battery. It was through the automobile industry that today’s ILMO Products entered the gas business. 44 • Second Quarter 2023

“[ILMO] got into the gas business through the carbide acetylene headlights for automobiles,” says Executive Vice President Liz Standley. “We slowly transitioned from automobile accessories to welding supplies. We started carrying oxygen cylinders and related welding equipment to go with the acetylene. It took off from there.” But while the company’s name and primary products have changed over the last 110 years, its culture and ideals have remained constant. And it’s those bedrock principles that have allowed ILMO to thrive for more than a century.

COMPANY GROWTH The company, founded in Jacksonville, Illinois, has not only evolved its product offering. It has also undergone massive growth. “There’s been growth organically through scratch starts and through acquisitions,” Standley says. “We eventually expanded into Missouri, which is how the name ILMO came to be. It stands for Illinois Missouri. Throughout our history, our name has changed; from Illinois Welding Supply to Illinois Missouri Welding Supply, then ILL-MO Welding Supply, and today we’re ILMO

GAWDA DISTRIBUTOR

MEMBER PROFILE Left: Brad Floreth and Linda Standley in the 90s; Right: Brad Floreth and Linda Standley recently

Left: Abby Floreth, Allie Floreth and Liz Standley in the ILMO Warehouse in 2000; Middle: Abby Floreth; Right: Liz Standley

Products Company. But even with all those names and iterations, it’s the same family owned-and-operated business.” As D.O. and Henry (a Methodist minister by trade) grew the business, more family members joined. D.O.’s brother Ralph Floreth joined the company. Eventually D.O.’s sons, Earl Floreth and Dean Floreth, joined, following World War II. Earl and Dean were the principal owners and operators of the company

beginning in the 1960’s. Dean’s daughter, Linda Standley, joined the company in 1979 and served as the company’s CEO until her retirement in 2022. Linda’s daughter, Liz, today serves as Executive Vice President. Meanwhile, Earl’s son, Brad Floreth, joined the company in 1982. Today he serves as the company’s President and CEO. Together, Brad and Liz represent the fourth and fifth generations of the Flo-

reth family to shepherd the company into its next phase of growth. The family-owned legacy is poised to continue, as Brad’s daughter, Abby Floreth, joined the company as Sales Coordinator in December 2022. “I am more than thrilled to be back at ILMO and in the position that I am. ILMO is amazing to place to be with a great culture. It excites me every day being able to provide for the different communities we serve within Illinois and Missouri while carrying on the 110-year-old legacy,” says Abby Floreth about beginning her fulltime career at ILMO. “There’s a lot of pride there,” Standley says. “I think it speaks to our family’s entrepreneurial spirit. Each successive Second Quarter 2023 • 45

GAWDA DISTRIBUTOR MEMBER PROFILE

D.O. Floreth and H.J. Floreth

generation has been able to build on what its predecessors have done. And each generation has grown the company and expanded our product offerings and territories. [Our longevity is] a tribute to the family and to all the people that have worked hard for us over the last 110 years. We couldn’t have done it without the excellent employees that we’ve been fortunate enough to have.”

ILMO TODAY Today, ILMO Products comprises 110 employees and 11 locations. The company has also added new business areas, including ILMO Medical Gases, ILMO Specialty Gases, and ILMO Propane. “The medical and specialty gases were organic growth for us. We had cylinders and the ability to fill cylinders, so it was a natural outgrowth,” says Standley. “The propane is a related product. Our propane division is focused on bulk propane and residential propane. We are like a utility for that portion of our customer base, which is a completely different mindset than a distributor.” And, in all facets of the business, ILMO relies on its strong supplier rela46 • Second Quarter 2023

tionships to confidently deliver the best products and services to its customers. “We do business with many major gas and welding suppliers,” says Standley. “We buy gases from Air Products, Linde, and Air Gas. We buy equipment from Lincoln, Miller, Hypertherm, and ESAB. And we’re members of IWDC, so we have access to their distribution centers and can stock or source any products they carry.” That ability to draw on a wide range of top-tier suppliers has been instrumental in the company’s growth, especially as customer demands have shifted in recent years. “Customers today expect distributors to offer more and provide more services while at the same time keeping costs low,” Standley notes. “We’ve had to work on investing in our people and technology offerings to keep up with those demands.” She continues, “Even since I joined the company in 2017, there has been a shift. The number of customers coming in and knowing exactly what machine they want and how much it should cost has changed drastically. People are doing research online on their own, which we’ve had to adapt to. We want to be the

source of information for our customers. We focus on our B2B customers, not B2C. We want to invest in technology to help our B2B customers have access to pricing and availability, quality information from the manufacturers, and the ability to pay bills and place orders online. We're in progress on that project." However, even as customers have become more price-driven and educated through online research, ILMO is very good at communicating its mission statement and value-added properties that have helped the distributor thrive for 110 years. “We have a very clear mission statement,” Standley says. “’ILMO products company will be your first-choice organization. We want to be the first choice to our customers, to our employees, to our suppliers, & our community.’ Our vision explains what we mean by that. It's a good testament to our culture. ‘In order to be the first choice, we'll be the highvalue, hassle-free provider of goods and services that our customers want, need and will buy. We will provide a home for hardworking, dedicated, knowledgeable, and ethical people who believe in the company and its philosophy. We'll be the best marketing opportunity for the manufacturers whose products we represent, and we'll be an asset to every community in which we have a presence or do business.’" She continues, “I hope that through our actions, we demonstrate value to our customers. We may not always be the lowcost provider, but we want to be the highvalue provider. We want it to be easy to do business with us. We want it to be a great place for our employees to work. Everyone talks about customer service; everyone tries to have great customer service, but you must define what that means. For us, we want to be able to provide services that we know we are good at."

GAWDA DISTRIBUTOR

MEMBER PROFILE

THE NEXT 110 YEARS As ILMO Products begins its march towards the next 110 years, it is well-positioned to be the single-source provider that its customers have come to know and expect. In the next five years, the company anticipates building up its wholesale business. With the acquisition of an acetylene manufacturing facility and ILMO’s spec gas capabilities, they’re in an excellent position to do so. Says Standley, “We’re focusing on building a wholesale base to sell to other distributors in and around our area. I foresee us growing that business while looking for more acquisition opportunities.” The company has also worked hard to build a sense of continuity even as it grows. “We’ve had some key retirements in recent years. But it has allowed us to bring in some vibrant and exciting young talent. The biggest issue we have is brain drain. You’ve got people who were in the industry for 40 or 50 years retiring from your company, and they take all that knowledge with them. No matter how much time you give them with their replacement, they can’t transfer it all. But we work hard to provide opportunities to train our upcoming leaders. Recently, five employees attended the University of Innovative Distribution taking courses in distribution strategy, leadership and professional development, management, marketing, operations, and sales,” Standley says. “I think it speaks to the caliber of employees we’ve been able to hire. Both people at the end of their careers and people we work hard to identify and develop to fit our culture.” With a clear path forward and 110 years of experience to draw on, ILMO Products should be able to carry on that vision for several more generations.

ILMOPRODUCTS.COM

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Second Quarter 2023 • 47

GAWDA SUPPLIER MEMBER PROFILE

CryoWorks

Make it Happen, Make it Easy, Make it Fun BY TIM HUDSON

n Jurupa Valley, CA, surrounded by scenic mountains, CryoWorks continues to impressively grow a family business started by husband-and-wife Tim and Donna Mast. With the help of their adult-children Tim Jr. (CEO) and Nick (VP of Development) Tim and Donna, who still serve as Chairs, established a trusted entity when it comes to the design, build and repair of cryogenic piping for end user systems. Tim and Donna are also proud parents of two children who have found success outside of their company. Their oldest son Joe is a Sales Manager for Mainline Sales (a local manufacturers’ representative firm) and their youngest and only daughter, Katie, is a Manufacturing Engineer for SpaceX Hawthorne. CryoWorks originally joined GAWDA in 2017. I vividly remember doing a kickoff call with Tim and Donna when they first joined. My first impression was that they were extremely nice people who seemed to know a thing or two about growing a successful business. They signed up for an ad campaign that year which allowed me to stay in touch with them throughout the year with built in check-in’s to promote them. We met faceto-face for the first time in Boca Raton at the SMC at Mark Raimy’s unforgettable President’s Welcome Reception pool party featuring the first and only GAWDA band appearance to date. The most memorable, and random, part of our first faceto-face chat when we discovered both my family and theirs have sons - Joe, Nick AND Tim. 48 • Second Quarter 2023

After the most recent GAWDA Annual Convention in San Diego, I ventured inland and North to Jurupa Valley to visit CryoWorks for a tour of their facility. Having heard the story of how they originally started in 2009 out of their house and then into a rental house, the scale and size of the operation took me by surprise given it is only a 14 year old company. There was action going on everywhere on their property, all workers doing their part of whichever project was being worked on all while carrying a true family business feel. Workers all branded in different ways proudly displaying the CryoWorks logo on shirts, hats, aprons, pens, mugs, you name it. One thing is for sure, you can’t build a company this big, this quickly without the help of great employees. Many of the workers have been there for many years. Others brought on as the company continues to add staff each year. Many have stayed on and grown with the company. Key players like Tim Mast Jr., Nick Theiss, Matt Miller (Director of Sales), all have become regulars at GAWDA events and have been with the company from the beginning as original hires. Proof of that would be the photo collages displayed year-by-year showing the progression of the company and personal-life victories from different staff members throughout the break area and common spaces. Something like you would see in a high school friend’s basement with random pictures of just about anything with a similar cast of characters from year to year.

GAWDA SUPPLIER

MEMBER PROFILE

Their facility and operation are both big and organized. It was cool to see the entire process from the engineer’s bullpens where designs and concepts are conceived and tweaked until they are ready to go into production to gather all components that will be needed for an install. Engineers using technology to draw out a plan of the system and components to pass off to the production team that includes welders and assemblers, to get them staged for delivery to the customer where they’ll be installed to simply get the cryogenic fluid from the storage tank to end use. In 14 short years they’ve grown from two employees in the rental house up to 90. The company has been able to scale up by carrying a very clear strategy to leverage their specialized engineers to ensure customers receive good trustworthy products and systems that will work safely and efficiently. For independent gas distributors, CryoWorks is a great company to have as a partner going into the design and build of an end user vacuum insulated piping (VIP) system for cryogenic liquids. The company is positioned for future growth with “young”

yet experienced key players carrying the values shown to them by their founders being reliable partners in this niche industry. The company has already handled world-class projects among them NASA, Space Exploration, Clean Energy, and other mega contracts which has also played a major role in them being able to scale so quickly. They’ve shown that there is no job too big for them to tackle. The bigger the job, the more fired up it gets their team to really showcase their expertise. Check out the photos from my visit to CryoWorks from October 2022 by visiting www. gawdamedia.com under the photo galleries tab. And visit www.cryoworks.net to learn more about what CryoWorks has to offer. For online orders and availability - scan the QR code to the right, or visit Shop.CryoWorks.Net. Second Quarter 2023 • 49

50 • Second Quarter 2023

2023

SPRING MANAGEMENT

CONFERENCE

2023 SPRING MANAGEMENT

CONFERENCE TRAVEL INFORMATION

Getting There The Philadelphia Marriott Downtown and The Loews Philadelphia Hotel are a 15-to-20-minute drive, approximately 10 miles, from Philadelphia International Airport. UBER, Lyft, Blacklane and taxis are available. The average taxi price is $40-$55.

Host Hotels Philadelphia Marriott Downtown (HQ) 1201 Market Street, Philadelphia, PA 19107 Loews Philadelphia 1200 Market Street, Philadelphia, PA 19107 The Philadelphia Marriott Downtown is steps from downtown attractions. This hotel is near the fashion district in Philadelphia, offering stylish rooms, deluxe amenities, a pool, a gym and 72 event venues. The Loews Philadelphia Hotel is adjacent to the Marriott and a 13-minute walk from the Liberty Bell. This upscale contemporary hotel is also a 4-minute walk from Philadelphia City Hall and 14 minutes by foot from Independence Hall.

Explore Philadelphia The City of Brotherly Love is one of the most historic places in the entire United States. Within walking distance are unbelievable attractions including: • Historic Monuments • Museums and Theaters • Shopping • The homes of the Philadelphia 76ers, Eagles, Flyers, and Phillies.

Added Value For the third consecutive year, this SMC will see the return of the Educational Track Sessions. On Sunday, May 7th, GAWDA will host six engaging educational sessions with input from 12 different presenters, as well as an engaging Main Stage Presentation. These sessions will address relevant and timely topics ranging from Relationship Selling, Safety Culture, Succession Planning and Retaining Top Talent. Members will have the opportunity to attend two of the sessions, as well as the Main Stage Session. See the full schedule for these educational tracks on page 57.

Attire The average daily high temperatures are mostly in the mid-70s and the lows are mostly in the mid-50s. Attire for the Spring Management Conference is business casual with a light sweater or jacket.

SCAN TO VISIT THE GAWDA SMC WEBSITE Second Quarter 2023 • 51

The Philadelphia Marriott Downtown is located in the heart of Philadelphia, with countless local attractions nearby to experience. With its unparalleled location in vibrant downtown Philadelphia, the hotel can act as your homebase as you explore all the city has to offer. See below for four amazing experiences and visit http://bit.ly/3nhqBNm for ticket information or for other experiences nearby.

Liberty Bell Tradition tells of a chime that changed the world on July 8, 1776, with the Liberty Bell ringing out from the tower of Independence Hall summoning the citizens of Philadelphia to hear the first public reading of the Declaration of Independence by Colonel John Nixon. Part of the U.S. National Park Service and Independence National Historical Park, the Liberty Bell’s home on Independence Mall looms as powerful and dramatic as the bell itself. Located just one mile from the Philadelphia Marriott Downtown

Museum of the American Revolution The Museum of the American Revolution uncovers and shares compelling stories about the diverse people and complex events that sparked America’s ongoing experiment in liberty, equality, and self-government. Through the Museum’s unmatched collection, immersive galleries, powerful theater experiences, and interactive elements, visitors gain a deeper appreciation for how 52 • Second Quarter 2023

this nation came to be and feel inspired to consider their role in ensuring that the promise of the American Revolution endures.

Philadelphia Museum of Art Vast collections of art from across the globe and through the ages — including Renaissance, American, East and South Asian, Impressionist and contemporary masterpieces — make the Philadelphia Museum of Art one of the most significant art museums in the country, while exhibitions, lively programs and an outdoor Sculpture Garden make it a cultural must-see. Plus, this is your opportunity to climb the “Rocky Steps” and pose with Rocky Balboa in front of the museum.

Enjoy a Philly Cheesesteak The Philly cheesesteak is inarguably the city’s most famous food. So put your diet on hold for the day and indulge in a hoagie roll filled with chopped (or thinly sliced) steak and your choice of cheese and/or fried onions. Those in the know order their cheesesteak with two words only: cheese selection (provolone, American or Whiz) and “wit” or “without” onions. The debate about which local spot cooks up the best sandwich won’t ever end, but for an iconic Philly experience, visit the intersection of South 9th Street and Passyunk Avenue, where rivals Geno’s Steaks and Pat’s King of Steaks feed the masses daily, and do your very own taste test.

2023

SPRING MANAGEMENT

CONFERENCE

CONFERENCE SCHEDULE OF EVENTS F R I D AY, M AY 5 , 2 0 2 3 11:00 a.m. – 5:00 p.m.

Early Badge Pickup Level 5- Registration Desk 1

S AT U R D AY, M AY 6 , 2 0 2 3

12:00 p.m. – 2:00 p.m.

Committee Meetings Level 4

• Insurance Trustee Committee:

Room 403

• Industry Partnering Committee:

Room 404

• Government Affairs & Safety Committee:

Room 401-402

7:00 a.m. – 6:00 p.m.

Conference Registration Level 5- Registration Desk 1

8:00 a.m. – 9:00 a.m.

Executive Committee Meeting Level 4- Room 411-412

12:30 p.m. – 1:30 p.m.

9:00 a.m. – 12:00 p.m.

Board Meeting with Committee Chairs Level 4- Room 411-412

Young Professional “Learn & Lunch”- Presentation by GAWDA President Robert Anders Level 4- Salons A - B

1:00 p.m. – 4:00 p.m.

Exhibitor Booth Set up Level 4- Franklin Hall

12:00 p.m. – 12:30 p.m.

Young Professionals Committee Level 4- Salons A - B

1:30 p.m. – 3:00 p.m.

Young Professionals Event – “The Hunt” Throughout the City

• Member Services Committee:

Room 406

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Second Quarter 2023 • 53

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INTENTIONAL LEADERSHIP

CONFERENCE SCHEDULE OF EVENTS (continued) 2:00 p.m. – 3:00 p.m.

3:00 p.m. – 4:30 p.m.

Women of Gases and Welding Committee Meeting Level 4- Room 407 - 408 Women of Gases and Welding Meet & Greet Level 4- Room 401 - 403

9:00 a.m. – 9:50 a.m.

Educational Sessions Level 5- Salons A - D

GAWDA Consultants Roundtable Level 5- Salon A - B “You Can’t Put Gas in a Sack” The Journey of a 90% Gas Independent Level 5- Salon C

5:00 p.m. – 6:00 p.m. “Relationship Selling.. Not a New Thing” Level 5- Salon D

6:00 p.m. – 10:00 p.m.

Newcomers Reception Offsite – National Constitution Center

9:50 a.m. – 10:15 a.m.

Break

President’s Welcome Reception and Dinner Offsite – National Constitution Center

10:15 a.m. – 11:05 a.m.

Educational Sessions Level 5- Salons A - D

Young Professionals Scavenger Hunt Award 10:00 p.m. – 11:45 p.m. Ceremony and After Party Offsite – Liberty Lane

Succession Planning Level 5- Salon A - B

S U N D AY, M AY 7, 2 0 2 3 6:00 a.m. – 5:30 p.m.

Conference Registration Level 5- Registration Desk 1

6:00 a.m. – 12:30 p.m.

Exhibitor Booth Set up Level 4 - Franklin Hall

7:00 a.m. – 7:30 a.m.

Networking Breakfast Level 5- Salons E-H

7:30 a.m. – 7:50 a.m.

GAWDA Welcome Level 5- Salons E-H

Using Technology to Improve Safety Culture Level 5- Salon C

Customer Stratification-Maximizing Your Bottom Line With Existing Customers Level 5- Salon D 11:05 a.m. –11:30 a.m.

Break

11:20 a.m. – 12:30 p.m.

7:50 a.m. – 8:50 a.m. Main Stage Session Speaker: Johnny “Joey” Jones Level 5 - Salons E-H

54 • Second Quarter 2023

Main Stage Session Speaker Colene Rogers Level 5- Salons E-H

2023

SPRING MANAGEMENT

CONFERENCE

CONFERENCE SCHEDULE OF EVENTS (continued) 12:30 p.m. – 1:30 p.m.

Group Lunch Level 5- Salons E-H

1:30 p.m. – 4:30 p.m.

Contact Booth Program Level 4 - Franklin Hall

4:30 p.m. – 5:30 p.m.

Contact Booth Networking Reception Level 4 - Franklin Hall

5:30 p.m.

Industry Hospitalities

7:00 a.m. – 7:50 a.m.

Networking Breakfast Level 5- Salons E-H

8:00 a.m. – 12:00 p.m.

General Business Session Level 5- Salons E-H SPEAKERS

Steven Hedlund

Hallerin Hilton Hill

M O N D AY, M AY 8, 2 0 2 3 7:00 a.m. – 12:00 p.m.

Conference Registration Level 5- Registration Desk 1

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365

INTENTIONAL LEADERSHIP

GET SOCIAL AT THE SMC Be sure to tag @gawdaorg and @gawdamedia in your posts at the SMC, and use the hashtag

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56 • Second Quarter 2023

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2023

SPRING MANAGEMENT

CONFERENCE

EDUCATIONAL SESSIONS | SUNDAY, MAY 7, 2023 Times

SESSION 1

SESSION 2

SESSION 3

SALON A/B

SALON C

SALON D

LEVEL 5 BALLROOM

“You Can’t Put Gas in a Sack.” The Journey of a 90% Gas Independent”

Relationship Selling… Not a New Thing

Relevant Issues in Safety & Compliance

Presented by: Randy Squibb, Past President of NWSA 1994

Panelists: • Thomas Badstubner, FDA and Medical Gases Consultant

Presented by: Abydee Butler Moore, President and CEO, Butler Gas Products, Past President of GAWDA 2020/21

9:00 am – 9:50 am

Breaking the mold of the classic 50/50 gases-to-hardgoods ratio, Butler Gas positions itself as a 90% gas manufacturer and distributor. This presentation offers a behind the scenes tour of lessons learned, what works and what does not work in taking the hill to a gas-heavier product mix.

9:50 am – 10:15 am

Times

10:15 am – 11:05 am

11:05 am – 11:30 am

Given all the technology available to us today there is one thing that all the technology in the world cannot replace and that is the relationship we have with both internal and external customers! As an owner of Welders Supply for many years, I truly believe the thing that sets us apart was the way we treated our associates and in turn how they treated our customers. Please join me for a down to earth conversation on what is Relationship Selling and the benefits to your organization.

• Marilyn Dempsey, DHS, EPA and OSHA Consultant • Michael Dodd, DOT Consultant Moderator: Colleen Kohler, Chief Executive Officer, Noble Gas Solutions

BREAK

SESSION 4

SESSION 5

SESSION 6

SALON A/B

SALON C

SALON D

LEVEL 5 BALLROOM

"Customer Stratification – Maximizing Your Bottom Line with Your Existing Customers"

Succession Planning

Using Technology to Improve Safety Culture

Presented by: Todd Sondag, VP, Sales & Operations, Minneapolis Oxygen

Panelists:

As distributors, we operate in a complex environment. There is a scientific way to examine the customer relationship in terms of the value customers provide their distributors. Distributors want to achieve increased revenues/profitability, decreased expenses, and have optimal allocation of assets. We can achieve many of these results by stratifying our customers. You will view your customer base differently and have a better strategic plan for how you manage pricing with customers. Do you know who your core customers are and what the cost to serve is? Let’s find out!

• Jack Butler, Chairman, Butler Gas Products, Past President of GAWDA 1993

• Bill Baxter, CEO, Holston Gases

• Wally Brant, CEO, Indiana Oxygen Company, Past President of GAWDA 2004 Moderator: Marie Ratermann, Director, Business Development, Ratermann Manufacturing Legends of the gas and welding industry discuss: The “how,” the ugly, and the beauty of succession planning.

Presented by: Bill Woods, Director, Safety, Quality and Regulatory Compliance, American Welding & Gas American Welding & Gases (AWG) shares their journey of implementing the latest safety and compliance technology. Technology impacts every aspect of business. AWG has been successful in using technology for effective decision making in improving safety results and maintaining a healthy safety culture. Come learn about technology considerations, implementation challenges, and lessons learned.

BREAK

11:30 am – 12:30 pm Main Stage Session: Colene Rogers - Retention: Key Mindsets That Retain Top Talent Second Quarter 2023 • 57

365

INTENTIONAL INTENTIONAL LEADERSHIP LEADERSHIP

MEET THE SPEAKERS STEVEN HEDLUND EVP, Chief Operating Officer of The Lincoln Electric Company Steve Hedlund is Executive Vice President and Chief Operating Officer of The Lincoln Electric Company and is responsible for leading growth and margin expansion in the North America, South America, Europe and Asia Pacific regions and the Harris Products Group segments. Steve joined Lincoln Electric in 2008 as Vice President, Strategy and Business Development, where he led Lincoln Electric’s strategic planning and merger & acquisition programs. In 2017, Steve was promoted to Executive Vice President and President, International Welding. He was responsible for Lincoln Electric’s welding and cutting businesses in Europe, Middle East, Africa and Asia Pacific. In that role, he was responsible for integrating and restructuring the former Air Liquide Welding business that the Company acquired in 2017.

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58 • Second Quarter 2023

HALLERIN HILTON HILL “Grow And Help Others Grow” Hallerin Hilton Hill’s philosophy is to “grow and help others grow,” his mission is to inspire, inform and entertain and he was just recognized by TheGrio.com as one of America’s 100 History Makers In The Making, alongside First Lady Michele Obama and baseball allstar Jason Heyward. He’s been a top-rated drive-time radio talk show host for more than 30 years, voted Best Talk Show Host by his loyal listeners and was recently named one of America’s top talk show hosts by Talker’s Magazine. For two decades he’s produced and hosted the TV talk show “Anything is Possible” on East Tennessee’s top-rated station. His guests have included Gov. Bill Haslam, Pat Summit, Chris Whittle and numerous others. Hallerin has worked with the DIY Network and has appeared in national TV commercials and served as narrator/ host for several documentaries, including one on the life and work of former Senate Majority Leader Howard Baker.

2023

CONFERENCE

COLENE ROGERS Recruitment And Retention

JOHNNY “JOEY” JONES Overcoming Adversity Johnny “Joey” Jones is a retired United States Marine and Fox News Contributor. Jones grew up in the industrial textile town of Dalton in Northwest Georgia where he was a standout high football player and honors student. Enduring two combat deployments (Iraq and Afghanistan) and eight years of active service in the Marine Corps; Staff Sergeant Jones suffered a life-changing injury while deployed to Afghanistan as an Explosive Ordnance Disposal (EOD/Bomb) Technician. The 2010 IED-related incident resulted in the loss of both of his legs above the knee and severe damage to his right forearm and both wrists. Since his recovery, Jones has dedicated his work towards improving the lives of all veterans and their families.

SPRING MANAGEMENT

Colene Rogers is a speaker, executive coach and talent management expert with over 20 years’ experience in human resources and consulting. During this time, she has helped organizations grow and develop their most important asset: people. As a Senior Certified HR Professional, specializing in talent acquisition and management, Colene helps organizations to effectively recruit and manage top talent, increase employee engagement, improve critical communication and limit the high cost of turnover.

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Experience • Knowledge • Performance Tube Trailers, ISO-Containers, CO2 Transports, Ground Storage Modules For superior product quality and performance, call on Weldship! We have met virtually every global standard or code, and have the engineering, technical and manufacturing experience to assure you the right size and configuration for your gas product transports and containers. Weldship is now ISO 9001 Certified. All of our products are available for lease or purchase. In addition, we provide a complete testing service for required w w w. w e l d s h i p . c o m container certification. Contact us today to keep your product safe, your fleet 225 West Second Street • Bethlehem, PA 18015 • P–610 861 7330 moving… and your profits rolling! 75 East Main Street • Westboro, MA 01581 • P–508 898 0100 1310 Highway 82 West • Gainesville, TX 76240 • P–940 668 1777

ISO 9001 CERTIFIED Second Quarter 2023 • 59

365

INTENTIONAL LEADERSHIP

Don’t forget to download

THE GAWDA APP

Stay up-to-date with announcements & event reminders

Easily view area maps & meeting locations

Get full access to the attendee list

Message & set up meetings with attendees

Plan your Contact Booth experience with interactive floor-plans & exhibitor Info

View the complete SMC agenda & set your schedule

Get a chance to interact with live polls

Learn about our featured speakers

Post & share on our social media wall

Available on the App Store and Google Play.

60 • Second Quarter 2023

10. Call an UBER back to the airport when it’s time to go home

Visit our booth at the GAWDA SMC in Philadelphia!

BOOTH # 714

Valves

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Vaporizers

SUNDAY, MAY 7, 2023

1:30 P.M. – 4:30 P.M. Mul�-Gas Blenders

NETWORKING RECEPTION 4:30 P.M. – 5:30 P.M.

LEVEL 4, FRANKLIN HALL The Contact Booth Program is one of the best networking opportunities in the entire gases and welding industry. Distributors, make sure to walk the floor and meet with all of the more than 130 suppliers exhibiting this year. See the latest and greatest products and services that the industry has to offer and form invaluable relationships that could benefit your business in the future. GAWDA Consultants are available in the GAWDA Booth to answer questions: Marilyn Dempsey (DHS, EPA and OSHA), Mike Dodd (DOT and Security), Tom Badstubner (FDA, Medical and Specialty Gases), and Brian McLaughlin (Group Life Insurance).

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REAL WORLD SOLUTION FOR YOUR INDUSTRY Second Quarter 2023 • 61

NEWS FROM

GAWDA

2023 GAWDA Regional Meeting Preview

AWDA looks forward to hosting four regional meetings in 2023. The Regional Meetings are a chance for GAWDA Members to meet and network in a more intimate setting than the National Conventions. Second Past President Abydee Butler Moore described them as “the ground level view of the industry, whereas the National Meetings are more of a 10,000 foot overview.”

JUNE 7-9, 2023

EAST/MIDWEST REGION SEVEN SPRINGS, PA Regional Meeting Chair Abydee Butler Moore: The GAWDA East/Midwest Regional returns to Seven Springs Mountain Resort June 7th and 8th, 2023. Seven Springs is 60 miles east of downtown Pittsburgh, Pennsylvania. With hotel lodging, convention center, restaurants, golf, shooting clays, swimming pool, zip lining, bowling, etc. all onsite, Seven Springs is an action-packed family and business destination. GAWDA Seven Springs gathers over 230 industry leaders annually, the most well-attended regional meeting of the summer lineup. Featuring the Reverse Contact Booth, with over 20 distributor companies exhibiting, this event is the ideal opportunity to foster business connections, forge supply chain relationships, and soak in business education. Attendees should arrive for this year’s GAWDA Seven Springs Regional the evening of Tuesday, June 6th to catch the next morning’s debut event, an industry 62 • Second Quarter 2023

NEWS FROM

GAWDA

Sales Workshop with Jay Spielvogel of Venator Sales Group. Jay will be delivering a curated half day professional selling workshop the morning of Wednesday, July 7th, to our industry audience. Lunch and activities will follow, including a Sporting Clays tournament at Seven Springs’ stunning mountain course. Participants of all levels gather for a fun afternoon with their shooting foursome, equipment and instruction provided. Wednesday night is the opening party at Foggy Goggle with a live band and axe throwing! Thursday, June 8th, begins with the Reverse Contact Booth Program (distributors have tables and the suppliers walk the floor) and Business Session. Greg Doria, President of Harris Products Group, presents the keynote, Intentional Leadership on Strategy. Thursday afternoon is golf followed by a closing dinner party hosted by Economy Welding at their Mountain Club. Attendees depart Friday, June 9th. Stay tuned at GAWDA.org for this year’s speakers, workshop content, and registration information, or contact event chairperson Abydee Butler Moore with Butler Gas (abutlermoore@butlergas.com) with any questions.

JULY 19-21, 2023

NORTHWEST REGION COEUR D’ALENE, ID Regional Meeting Chair Eric Bliss: The most exciting aspect of the regional meeting will be to hear from our speakers that are both inside and out of our industry. Plus, networking with fellow distributors on new and exciting trends in our areas and spending time with our vendors who are critical to our success. We are working on potentially doing a Young Professional event at the meeting but we will have to see how our registration numbers turn out. We will open the event on July 19th with our opening reception, which will provide great networking opportunities. On July 20th, we will have our amazing speaker presentations. We have a great speaker lineup this year consisting of: • Jeff Milhollin, CEO of Pacific Steel • Dave Lambert, Group President of ITW • Mike Purpura, President, Wealth Management, D.A. Davidson & Company One of my favorite memories was doing the GAWDA regional in 2021 right after or in the middle of COVID, espeSecond Quarter 2023 • 63

NEWS FROM

GAWDA

cially in OR. At the time, travel was still very limited. However, the hotel was going to charge us our deposit if we didn’t forge ahead and have the meeting. Brent Laing and I were negotiating with the resort and it wasn’t really working out in our favor. Then, we decided to really scale back the event and at least have a gathering of some sort to avoid losing our deposit (apparently I wasn’t the only one living in my mother’s basement) and from there the event grew and we ended up having great speaker content and I think it went from a conference of 50 to 120. It was just great to see how strong and loyal the Northwest distributors and their partnerships with their suppliers are. This is going to be an incredible event at a beautiful spot in ID, come and enjoy a fantastic networking event learn a little bit and have an amazing time with the family you don’t have to see on the holidays.

JULY 31AUGUST 1, 2023

CENTRAL REGION HURON, OH This year’s Central Regional will take place at a new location: the Sawmill Creek Resort in Huron, Ohio. While details on speakers and events are still being worked on, check back in the GAWDA Connection and Q3 Issue for more information.

64 • Second Quarter 2023

NEWS FROM

GAWDA

AUGUST 15-17, 2023

NORTHEAST REGION LEDYARD, CT Regional Meeting Chair Michael Trueba: The agenda for the Northeast Regional Meeting is still being finalized. However, events that have been planned so far include: a tour of local vineyards with lunch followed by an evening welcome reception and dinner on Tuesday, August 15th. On Wednesday August 16th, we will have a morning business meeting covering the latest industry trends with vendor tabletop displays followed by an afternoon of golf. Check back in the GAWDA Connection and Q3 Issue for more information as it becomes available.

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Second Quarter 2023 • 65

TRENDS &

TECHNOLOGY

The Future is Here: How ChatGPT and AI are Changing Business BY BRIAN BLUFF, CEO, SITE-SEEKER

Brian Bluff is the CEO and co-founder of Site-Seeker. You can contact him by e-mail at brianbluff@site-seeker. com.

66 • Second Quarter 2023

hatGPT and other AI (artificial intelligence) tools represent a major game changer for business in a way comparable to the impact search engines and the internet had on business 20+ years ago. Back then, search engines and digital marketing revolutionized the way businesses gathered information, solved problems, communicated issues and capabilities, and, at the highest level, conducted business. Today, AI tools like ChatGPT can potentially transform how businesses operate in exactly the same ways. Just like 20+ years ago, this change will produce a significant number of winners and losers. It was the early adopters that gained and, for the most part, maintained the upper hand. This change will have the same level of impact on business this time around. Things are significantly changing AGAIN!

WHAT IS OPENAI AND CHATGPT? OpenAI is an artificial intelligence research organization that conducts research in a wide range of areas, including natural language processing, computer vision, reinforcement learning, and robotics. OpenAI also develops and releases open-source software tools and platforms for AI development. ChatGPT is one of OpenAI’s many projects and, perhaps, the most well-known. It can generate natural language responses to prompts. In other words, it can simulate a human-like conversation and generate text that is indistinguishable from what a human might say. Chat GPT can: 1. Understand questions and provide relevant answers based on its vast knowledge base. 2. Generate text on various topics and in multiple formats, such as news articles, product descriptions, or even fiction stories. 3. Translate text from one language to another. 4. Analyze text to determine the sentiment

TRENDS &

TECHNOLOGY expressed in customer reviews, news articles, or any other content. 5. Summarize long pieces of text into shorter versions. 6. Carry on a conversation with users.

MARKETING & CHATGPT Some marketers are starting to utilize AI, more specifically, ChatGPT, but with caution. As ChatGPT is more readily used, marketers do question if it is ready and to what degree it will help with their efforts.

BIGGEST FEARS OF SEARCH ENGINE MARKETERS • Decreased website traffic: Traffic to company websites will decrease as ChatGPT is rolled out and its ability to answer questions improves.

• Changes in search engine algorithms: If ChatGPT is able to create more relevant and accurate search results, search engine algorithms could prioritize different types of content over company websites. • Increased competition: An increase in the volume of content created by ChatGPT will make it harder for companies to compete for visibility. • Loss of control: ChatGPT could make it difficult for companies to maintain control over their brand voice and messaging and even damage a brand’s reputation by spreading misinformation. • Spam and black hat search engine optimization (SEO): ChatGPT's ability to generate text

could also be used for unethical purposes, such as creating spam content or engaging in black hat SEO tactics — tactics that violate the search engines’ terms of service. These tactics are intended to manipulate results in favor of the perpetrators and to the detriment of other websites. Many of these fears are legitimate. How search engines generate results continues to change, but the pace of that change will increase. For example, Google’s rollout, over the past several years, of search engine features like the Knowledge Box and People Also Ask have already decreased website traffic. Some estimates hold that Google users are 30% less likely to leave Google after conducting a search than a few years ago. I believe that ChatGPT will improve

Second Quarter 2023 • 67

TRENDS &

TECHNOLOGY

or replace these newer search engine features and that website traffic will continue to decrease. On the bright side, working to stay abreast of search engine algorithm changes, coupled with efforts to improve your website’s user experience, will mean that even if your traffic decreases, your conversion rate should increase. In other words, a higher percentage of website visitors will fill out a form or otherwise engage.

PERSONALIZED MARKETING EXPERIENCE FOR USERS ChatGPT can be used for personalized marketing by analyzing customer data and using that information to

deliver targeted marketing messages. By analyzing past customer interactions and behavior, ChatGPT can identify patterns and preferences that can be used to create personalized marketing messages tailored to each customer and prospect. ChatGPT can use this data to send targeted emails, personalized product recommendations, and even interact through chatbots to provide personalized recommendations or special offers. We are already seeing this in our personal lives. Spotify uses ChatGPT to analyze user data and make personalized music recommendations based on their listening habits. ChatGPT can analyze factors like the user's favorite genres, artists, and playlists and suggest

new songs and playlists that are likely to interest them. Personalized marketing can provide several benefits to businesses, including: • Increased customer engagement: Personalized messages are more likely to resonate with customers and grab their attention, leading to increased engagement and brand loyalty. • Higher conversion rates: Personalized marketing messages are more likely to result in conversions. • Improved customer retention: Personalized marketing can help businesses build stronger relationships with their customers, leading to increased customer retention and repeat business.

IMPROVED CUSTOMER SERVICE

Hear more from Brian about ChatGPT and AI by viewing the April 15th Episode of GAWDA TV.

68 • Second Quarter 2023

With its ability to analyze and respond in real time, ChatGPT can provide fast and accurate answers to customers' questions, regardless of the time of day or the complexity of the inquiry. This means that businesses can reduce their reliance on human customer service agents, freeing up resources to focus on more complex issues and provide personalized service to customers who require it. This will improve the overall customer experience and reduce frustration, leading to increased customer satisfaction and loyalty. Additional benefits of using ChatGPT for customer service include: • Increased efficiency: ChatGPT can handle multiple customer inquiries simultaneously, allowing businesses to provide fast and efficient service to a large number of customers at once. This can help reduce wait times and improve overall customer satisfaction.

TRENDS &

TECHNOLOGY • Cost savings: Using ChatGPT to handle customer service inquiries can be more cost-effective than hiring additional agents. This can help businesses reduce their staffing costs while still providing high-quality customer service. • 24/7 availability: ChatGPT can operate 24/7, providing customers with access to help and support anytime. This can be particularly valuable for businesses that operate in multiple time zones or have customers located in different parts of the world. A number of companies have embraced ChatGPT to power chatbots. For example, Wells Fargo uses ChatGPT to power its chatbot, Eno. Eno provides customers with fast and accurate answers to questions about their accounts. Eno can handle a wide range of inquiries, including account balances, transaction history, and transfer requests. Eno is available 24/7, which allows customers to get the help they need at any time.

WHAT SHOULD GAWDA MEMBERS DO? At Site-Seeker, learning about ChatGPT and how we integrate it into our approach to digital marketing and general business processes is a top priority. Through our innovation committee, we are constantly testing new tools and technologies. Our recommendation is to embrace this technology now. Waiting means losing - losing search engine exposure, losing new business opportunities, and losing the opportunity to serve customers and prospects more efficiently. Don’t sit this one out. You need to get in the game if you want to remain competitive going forward.

HOW TO TAKE ACTION:

WELDING GEAR YOU CAN BE PROUD OF!

Content creation: ChatGPT can help generate unique and engaging content for your company's marketing campaigns. For example, it can be used to create blog posts, social media captions, and even video scripts. 2. Social media engagement: ChatGPT can be integrated into a company's social media channels to engage with customers in real-time. This can help answer customer queries, provide recommendations and feedback, and even help with sales. 3. Personalization: ChatGPT can be used to personalize the customer experience by providing customized responses to customer queries and recommendations based on their preferences and previous interactions with the company. 4. Lead generation: ChatGPT can be used to collect customer information such as email addresses, phone numbers, and social media handles, which can then be used for targeted marketing campaigns. 5. Customer service: ChatGPT can be integrated into a company's customer service channels to provide automated support to customers. This can help reduce response time and improve the overall customer experience. Site-Seeker has been researching and testing ChatGPT, and we’d love to teach you the wealth of knowledge we’ve already discovered in a few short months. Let’s connect!

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Second Quarter 2023 • 69

TRENDS &

TECHNOLOGY the S E A R C H for Gases & E N G I N E Welding Industry TRENDS

BY STEVE GUGLIELMO

art of developing a comprehensive digital marketing campaign is understanding how customers and potential customers are using the Internet to find your products and your website. The graphs and information below all come from Google Trends, which analyzes the popularity of search queries in Google Search across various regions and languages. The graphs scale “Interest Over Time” which represent search interest relative to the highest point in the chart for the given region and time-period. So, a value of 100 is the peak popularity for the term. Another alternative is “Google Keyword Planner.” To use this tool, you must have a Google Ads account. The Keyword

Planner lets you search keywords and suggests other words or phrases related to your products and services. It lets you research the trend information for how often certain words are searched and how those searches have changed over time and also gives you suggested bid estimates for each keyword so you can determine your advertising budget. In today’s digital environment, we strongly encourage members to capitalize on this growing trend and ensure that your company is visible in the place where people search the most.

COBOT

Average Search Volume has increased 330% YoY Average Search Volume has increased 561.5% over the past 5 years

70 • Second Quarter 2023

RELATED TOPICS AND QUERIES 1. 2. 3. 4. 5.

Cobot robot Cobot welding Cobot price Welding What is a cobot?

TRENDS &

TECHNOLOGY CO2 SHORTAGE

Average Search Volume has increased 600% YoY Average Search Volume has increased 400% over the past 5 years

RELATED TOPICS AND QUERIES 1. 2. 3. 4.

B2B ecommerce platform B2B ecommerce software B2B ecommerce solutions B2B ecommerce trends

BUSINESS AI

Average Search Volume has increased 319% YoY Average Search Volume has increased 525% over the past 5 years

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AI in Business AI for Business Business Intelligence AI Technology Open AI Second Quarter 2023 • 71

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Increasing Your Customer Wallet Share Evolving sales models, processes, and methodologies BY ART WASKEY

Art Waskey has over 50 years’ experience in the welding and gas industry. He travels across the country consulting and giving seminars on business skills and has published 3 books on sales skills stories. He holds a BS in Mechanical Engineering, and a Master of Ministry in Leadership Development. You can subscribe to Art’s weekly sales/leadership tips and monthly articles on his website. Also, check out his Posts on LinkedIn. For services, contact Art at 720-341-9405, artwaskey@ispeakd.com, impactspeakingdynamics. com.

ccording to a report from Digital 360 Commerce (“B2B marketplaces are shaping the future of B2B ecommerce,” Digital 360 Commerce, Oct 18, 2022), sales in B2B marketplaces shot up 131% to $56.5 billion in 2021. They are projected to increase at a similar pace to $130 billion in 2022. How do we, as distributors in that marketplace, increase our customer share? Distributors may find themselves overwhelmed by the idea of trying to compete with the internet giants. Sales industry guru Mark Dancer says, “Many distributors are slow to embrace online marketplaces because they assume that their offering is similar to Amazon’s perceived approach—providing customers with visibility to alternative sources and pricing, and adding sales capabilities to compete with distributors for financially attractive customer purchase occasions.” (“Heads Up: A new approach for leading in the digital age,” Mark Dancer, Oct. 18, 2022). As I consult with independent distributors, I find their online offerings are generally lacking. I look for the best way they can evolve their sales model, process, and methodology to compete in today’s digital marketplace.

THREE CHANNELS Each independent distributor is unique — there is no general sales method that applies to 72 • Second Quarter 2023

everyone. However, there are basic fundamentals common to all. To compete with the expanding alternative vertical channels for a share of your customer’s wallet, the traditional sales company must improve proficiencies in three channels. How should you evolve your sales model, process, and methodology to best capture your share of the customer wallet? Dave Bent, CEO of ES Tech, explains, “There are 3 channels (online, inside sales and outside sales). Each one has a different cost of sale and the channel used should ideally relate to the complexity of the purchase – complex consultative sale or a simple commodity sale or easy re-order. These three sales channels line up in a matrix against the type of buyer – millennial who wants to do everything online, and traditional buyer who still wants the ‘personal touch.’ A key role for sales leadership is to get customers to use the right buying channel to optimize margin and customer satisfaction/ happiness.” Inside Sales Inside sales representatives (ISR) take inbound calls from buyers who want a quote for Product X. Using today’s digital enhancements, their job now goes beyond this simple request. According to a report from NAW (“Why Heads of Sales Should Expand Their Inside Sales Functions,” NAW, April 14, 2022), the ISR is now also

SALES &

MARKETING responsible for having an understanding of customer behavior and interests, making relevant upsell and cross-sell recommendations, and knowing when accounts are at risk of churning. He/she must also be able to make connections with small and medium-sized accounts, reach sales quotas quickly and efficiently, and coordinate with other teams and departments for a better customer experience. Outside Sales Customers rely on distributors and manufacturers to provide knowledge not resident in the customer’s business. The primary goal of the account manager (AM) in the digital age is to conduct discovery with a committee of customer buyers. AMs must look for ways to solve complex business problems with engineered solutions and drive the development of an executive culture focused on digitalization throughout their organization. As intermediaries, the distributor’s outside sales reps (OSR) seek better financial returns by using improved sales techniques and cost management strategies for both the distributor’s sup-

pliers and its customers. They must demonstrate the strength of their value chain partnerships. A key role of the distributor OSR is to demonstrate the use and optimization of the company’s ecommerce capabilities to both suppliers and customers. OSRs must offer ideas and work with manufacturers on redesigning the supply chain for a modern, connected, digital age. OSRs also must train customers on the use, breadth of products, and information offered on the company’s website. The goal is to ensure acceptance of the company’s digital tools by teaching customers how to use them. According to Bent, “It’s a fairly basic principle – how can you expect your customers to use the platform if the customer connect people have not used it and understand it? It requires a level of formal training. If a salesperson has to sell a new solution or product that has any level of sophistication, they must be trained on it.” Online Sales In an article on MDM’s website (mdm.com/enhance-yourcustomer-journey-with-omnichannel-sales-and-ai), Benj

800-488-8816 amrstd.com

Second Quarter 2023 • 73

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MARKETING The customer wants an easy, personalized buying experience. Be sure you offer one.

Cohen, founder of Proton.ai, describes the importance of a streamlined online sales experience. He writes, “B2B buyers want to focus on the work they’ve dedicated their lives to. They want an easy, personalized buying experience. They never want to run out of what they need. They don’t want to do their own research or deal with unnecessary downtime. They want the best buying experience distribution offers and are willing to pay for it. If you can’t make your customer’s shopping journey as streamlined as possible, they’ll get frustrated and spend more with your competitor.”

THE OMNICHANNEL CHALLENGE Do your customers struggle to get what they need because you don’t have an intuitive digital online sales process and methodology? Many distributors do not yet offer an omnichannel online buying experience, that is, a digital connection that links all sales channels, platforms and departments. The omnichannel enables a customer to see a complete picture of what he is looking for and what he has ordered in the past. The customer wants an easy, personalized buying experience. Be sure you offer one.

A SUCCESSFUL DISTRIBUTOR SOLUTION Cohen advises that using AI can really improve the customer buying experience. He writes, “Distributors who use digital ecommerce solutions have real-time insight into each customer’s journey, order history and other factors such as at-risk or returned inventory. Instead of searching through thousands of SKUs trying to determine what products to pitch, AI identifies what products to recommend improving the customer experience and maximizing fulfillment for the distributor.” (mdm.com/enhance-your-customer-journey-withomnichannel-sales-and-ai) To find an example of a successful distributor solution, I visited a gases and welding distributor website, General Distributing Company, shop.gendco.com. The company’s website represents a good model for distributors. It features easy log-in and user-friendly software that allows the customer to readily access the following functions: 74 • Second Quarter 2023

Information • Product information • Credit application • Stock point location • Ask an expert • Video library • SDS library Downloads • Industrial brochures • Service brochures • Product category brochures • SDS library Dashboard • User profile • Place an order • Recent Orders • Saved Carts • Billing and shipping addresses General Distributing Company’s eCommerce tutorial page: shop.gendco.com/video-library, provides insight into the power of a developed distributor digital offering.

GROW YOUR MARKET WITH PERSONALIZED SALES According to McKinsey & Company, companies that personalized sales and marketing were 60% more likely to grow market share in 2021. Additionally, 72% of B2B buyers said they would actively look for a new supplier if their current one doesn’t offer a consistent customer experience across all channels. McKinsey survey respondents from the same study said that omnichannel capabilities were nearly as important to them as product availability, with 74% of buyers willing to switch suppliers for better online availability. For a distributor to grow its market in the rapidly changing digital sales landscape, it needs to offer the best eCommerce sales model, process, and methodology. How much of your customer’s wallet share do you enjoy? A consistent and easy to use online platform will ensure success.

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MARKETING

Forecasting The Rest of 2023 What is working and what is not? BY KEN THOMPSON

W As an executive and advisor, Ken Thompson has been dedicated for over 60 years to strengthening manufacturers’ and distributors’ supply chain relationships through the sharing of best practices, managing disruptions, and coordinating visions and implementation of systemic technological change to further solid strategic alliances.

e all know the drill. The management teams all assemble roughly eight-to-ten weeks prior to the end of the business year to review current business results and trends and begin forming budgets and forecasts for the new year about to commence. As more companies can now collect reliable data, the process becomes far more sophisticated and meaningful than the former method of extending a forefinger into the air to determine prevailing wind direction. Forecasting season is behind us. GAWDA Media, in its First Quarter Issue, reported survey results from a reasonable sample of both Distributor and Supplier companies. Distributors forecast anywhere from a little over 9% growth in the East, to slightly over 5 points in the Central Regions. Suppliers are less optimistic, with their projections hovering in the 5% range. One can reason that distributor forecasts will be higher because of the influence of gases and rental revenue, whereas most suppliers surveyed are equipment and consumable supplies providers. Regardless, each segment suggests that over 50% of anticipated

revenue growth will result from pricing pushed by yet uncontrolled inflation. As GAWDA members convene in Philadelphia for the SMC, most will have the benefit of digesting first calendar quarter results. And, while no one can turn an Aircraft Carrier on a dime, there is time to make adjustments that can still deliver good results for a 12-month year. The question each manager will ask is “What is working, and what is not?” It’s easy to identify some things that are NOT working. Specifically, we cannot return to approaches used pre-pandemic. Remote working forced all to adopt and rely on electronic connectivity. Our products began moving through channels that were already established. In the industrial products distribution vertical, companies like Grainger, Fastenal, and MSC immediately gained market share simply by having electronic links already in place. Of course, Amazon Business quickly filled its portfolio with products from many GAWDA manufacturing members. continued on next page

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MARKETING HOW DID WE RESPOND? Packaged gases distributors with any significant gases volume are observing a major shift in emphasis by their Global Suppliers. It is the proper focus on the enormous contribution they can make to the World’s need for renewable energy. Many of the International Gas producers are involved in partnerships with the major energy companies. The goal is to leverage the enormous natural gas resources trapped under the earth’s surfaces and use them in the development of useable Hydrogen-related alternatives. All of the combined energy that solar panels and wind turbines can offer will never come close to the level of energy hydrogen related sources can provide. As disappointing as it may be to advo-

cates, Executive Orders cannot force the sun to shine or the wind to blow. Therefore, the higher degree of focus Major Gas Companies used to have on supplying molecules to distributors has diminished. That will encourage packaged gases companies to continue filling the “voids” as the Majors redirect their collective energies. We have seen this develop over the last few years, even to the extent of distributors taking equity positions in production facilities. A “winning” strategy for packaged gases distributors is to build State of the Art Fill plants, take control of logistics by adding to their tanker fleet, and add research, medical, food service, CO2/Dry Ice, entertainment venues and other Specialty Gases to their portfolios. Likewise, distributors

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continue to expand their cylinder and liquid container fleets to maximize asset rental income. Distributors also recognize that an ever-growing number of SKU identifiable hard goods items are passing through electronic commerce channels. The connections can be as simple as EDI exchanges, goods researched on supplier web pages and driven through punch-out platforms, or full blown B2B interfaces. Regardless of the means, additional equipment and supplies business is being diverted away from brick and mortar countertop sales in favor of some sort of electronic exchange. An ever-increasing number of GAWDA distributor members are seeking ecommerce solutions that can now be tailored to an individual need and manageable investment levels. Many of the GAWDA manufacturing members met at the annual WEMCO meeting in San Juan. A significant question revolved around whether or not the traditional supply chain relationships between manufacturers and distributors would remain viable in an atmosphere wherein electronic business supply chains were gaining ever increasing prominence. The consensus of those attending was that B2B electronic transactions in the welding and gases distribution vertical was trailing other industrial products supply chains. Conference presenters identified a few reasons for these conclusions and suggested reasonable remedies. It was documented that less than 40% of a manufacturer’s products are adequately displayed on the owner’s web site. Further, the quality of content display is inconsistent, and, in many cases, not sufficiently detailed for definitive research. Further, in the cases of packaged gases distributors, gases and associated gases delivery systems content is

SALES &

MARKETING nearly non-existent; yet they represent between 50% and 70% of the distributors’ sales. This means that integrated electronic links between suppliers and their GAWDA distributor partners do not provide end users with a unified package of goods and services. The lag in moving these systems collaboration forward resides in the fact that most distributor ERP platforms were specifically designed to manage gas sales, and track and record cylinder asset movement. They were never envisioned to connect directly with either end of the supply chain to enable electronic commerce. There is some need for urgency. It is well documented across the Industrial products distribution sectors that

once a manufacturer secures a smoothly performing ecommerce channel, the prospect of his returning to a former relationship is unlikely – confirming the adage of “DON’T MESS WITH SUCCESS!” Lessons learned as suppliers and distributors move forward include improving both quantity and quality of syndicated web presence content, deploying API collaborated ecommerce platforms that allow for online connections between supply chain partner sites and consuming clients, and effectively marketing the progress. Through cooperative efforts, the value of supplier and local distributor coordination will better meet or exceed the customers’ expectations.

As we have learned over many years of confronting disruption, GAWDA member companies display an enormous level of resiliency. They will once again not only meet these challenges head on – they will reappear in a better place than they began.

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MARKETING Relationship Selling The one thing that technology can’t replace. BY RANDY SQUIBB, 1994-95 GAWDA PRESIDENT

Editor’s Note: Randy Squibb will be presenting during the 2023 Spring Management Conference in Philadelphia, Pennsylvania. He will be presenting from 9:00 a.m. – 9:50 a.m. in Salon D on the topic “Relationship Selling…Not a New Thing.”

Randy Squibb is available for Customer Relations presentations and can be reached by email at crsquibb@aol.com.

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veryone who has ever heard me talk or read one of my articles in Welding & Gases Today has heard me talk about the importance of building strong relationships. The title of my presentation says it right there in black and white. “Relationship Selling” isn’t a new or revolutionary concept. But there’s a reason why when you go to a Rolling Stones concert they’re always going to play Paint it Black. The classics and the hits don’t become famous by accident. And, like they’ve heard me preach the gospel of relationship selling, everyone has heard me talk about the difference between customer service and customer relationships. Everyone should have great customer service. When a customer calls, you should be able to answer the phone and fill the order in a timely and professional manner. That’s not what sets you apart. What sets you apart is building trust with your customers. Both internal and external. They should feel confident that when they call you with a problem or an emergency, you will be able to step in and help solve it. I worked in this business my whole career. And as much as I would have loved to say that we had better oxygen than the

guy down the street because his had lumps in it, it just wasn’t true. What made us successful was the legwork. We went the extra mile to establish real, deep trust and relationships with our employees, who, in turn, did the same with their customers. Everywhere you look these days you see people talking about the latest and greatest technology. Through COVID, we all got too familiar with the concept of “Zoom Calls” and “Teams Meetings.” And those serve their purpose. But they’re not the tools for building real, lasting relationships. And, if you don’t have real relationships with your customers, you’re competing on price alone. You can have all the technology in the world but if the customer can get that same technology from somebody else cheaper, you’re not going to have a customer anymore. You have to be able to show your worth and your value beyond just the gadgets and technology that you can provide. I like to use Chick-Fil-A as an example. They make a great chicken sandwich, no question about it. But it’s not their sandwich or their prices that keep people coming back day-after-day. It’s that when you come in you’re going to be greeted with a smile. When you leave they will say I hope you have a wonderful day and when you say thank you for your meal they will always say, “my pleasure.” Yes, the product is important. But the experience, as a whole, is what sets it apart from other fast food places. And if they can do that at a fast food

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MARKETING business, why can’t we do that in the industrial supply business? Culture starts at the top. You can’t have a successful culture without buy-in up and down the organization. But most of our customers aren’t dealing with the President or the CEO. They’re dealing with sales managers or people at our service desks. You don’t get a second chance to make a good impression. If someone walks into your store and they see grumpy, unsmiling faces, that sets the tone for the entire transaction. And everybody is entitled to a bad day but if you are treating your internal customers with the same care and enthusiasm as you are your external customers, those bad days and grumpy dispositions should be the exception, not the norm. Anybody can treat a customer with dignity and respect when the boss is standing right behind them. We need to make sure that our customers are treated with respect all the time. And I’ve found that the best way to ensure that our customer-facing people are treating their customers with respect is to make sure that we’re treating our customer-facing people with respect. Technology is changing our industry. And for the better. But we don’t have to reinvent the wheel here. Our members have become successful because our customers trust them. And trust is earned and built over time and face-to-face. To my knowledge, they still haven’t built an app that can do that. If you don’t know where you’re going, any road will get you there. But we know where we’ve been and we know the road that has gotten us here and it’s the same one that will ensure that we continue to be successful. I look out over this industry that I grew up in with such pride. And I can’t wait to see how this next generation continues to build on the groundwork that has been laid by those that came before. And I can’t wait to see everyone in Philadelphia.

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Is your business celebrating an anniversary in 2023? Let us know and be a part of the anniversary issue of Welding & Gases Today. Below is our current list of members with anniversaries in 2023. If your company is missing contact steveg@gawdamedia.com to be added to our list.

COMPANY

NUMBER OF YEARS IN BUSINESS

Norco

Thompson Brothers Supplies, Inc.

105

Welders Supply Company Of Louisville, Inc.

Schad & Pulte Welding Supply, Inc.

105

American Compressed Gases Inc.

Sutton-Garten Company

105

Bug-O Systems/Weld Tooling Corp.

General Welding Supply Corporation

100

Lefeld Industrial & Welding Supplies, Inc.

Albright Welding Supply Company, Inc.

Phoenix Welding Supply Company

West Penn Laco, Inc.

Shaw Oxygen Company, Inc.

John Tillman Company

City Welding Sales & Service, Inc.

Flint Welding Supply Company

Haun Welding Supply, Inc.

Purity Cylinder Gases, Inc.

Holston Gases, Inc.

Willard C. Starcher, Inc.

Samson Welding Supply

McKinney Welding Supply Co., Inc

Ann Arbor Welding Supply Company, Inc.

Sherwood Valve

Anthony Welded Products, Inc.

Bickett Machine & Gas Supply, Inc.

Nikkiso Cosmodyne

Butler Gas Products

FIBA Technologies, Inc.

CK Supply, Inc.

Flexovit USA, Inc.

General Distributing Company

Kalas Wire & Cable

GTW Welding Supplies

Cameron Welding Supply

Island Supply Welding Company

Coastal Welding Supply, Inc.

COMPANY

NUMBER OF YEARS IN BUSINESS

Norton Abrasives

165

ILMO Products Company

110

O.E. Meyer Company

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COMPANY

NUMBER OF YEARS IN BUSINESS

Havard Welding Supply Co., Inc.

Napotnik Welding Supplies

Mitchell Welding Supply

Control Devices LLC

Orange Research

The Gasflux Company

Oxarc, Inc.

Sidney Lee Welding Supply, Inc.

Ron-Sons Torch

Hypertherm, Inc.

Pearl Abrasive Company

Welding Company of America (WELDCOA)

Sky Oxygen

Scan the QR code to read the 2022 Milestone issue. COMPANY

NUMBER OF YEARS IN BUSINESS

Arc Weld, Inc.

AOC Mexico

American Cap Company, LLC

IWATANI Corporation of America

MCDANTIM Inc.

Cryo Weld Corporation

U.S. Gas

Solution Source

AssuredPartners Northeast LLC

Contrivance, Inc.

Volunteer Welding Supply/A-Welders & Medical Supply

CTR

AGP Helium

AOTAI Electric

Ray Murray, Inc.

WEH Technologies, Inc.

Advanced Welding Supply Company, Inc.

Comeaux Caps

Lehigh Equipment Company, Inc.

Airweld, Inc.

Electronic Fluorocarbons

J and B Propane

Indian River Oxygen, Inc.

M J B Welding Supply Inc.

Western Gasco Cylinders Ltd

Helget Gas Products

Advanced Gases & Equipment Inc.

Computers Unlimited

Steelmax Tools, LLC

Evergreen Midwest, Inc.

Welding Material Sales, Inc.

Athens Gas and Welding Supply, Inc.

ARC3 Gases Inc.

ACE Welding Supply, Inc.

Zephyr Solutions, LLC

Washington Alloy Company

North American Helium

SAS Safety Corp

Tier 5 Labs, LLC

American Welding & Construction Supply, Inc.

Cryogenic Industrial Solutions

Second Quarter 2023 • 81

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MARKETING The Three Types of Salespeople A managers guide to building an “A” team. BY JAY SPEILVOGEL, VENATOR SALES GROUP, LLC

n the past few years there has been a shift in the way organizations are making buying decisions. The question sales leadership should be asking is, “Are we building a team that can handle these changes and thrive?”

Jay Spielvogel is CEO of Venator Sales Group, a sales consulting and training firm specializing in boosting Welding and Gas distribution sales performance. Contact him at: Jay@ venatorsalesgroup.com

“We Better Not Make Any Bad Buying Decisions.” Companies are more risk averse than ever before. Whether it’s due to a bad experience with another vendor or simply because of a heightened fear of exposure, target prospects are looking for a much greater level of trust in the companies they engage with. Additionally, this fear is driving them to mitigate risk by engaging as many other stakeholders as possible in an effort to share the decision-making responsibility. More than ever, from Purchasing Manager to President, individuals are seeking consensus amongst their fellow coworkers on every buying decision that is made. “Show Me You Know Me.” To address the above shift in buying behavior, salespeople need to be better at creating alignment with their prospects. It is not enough to simply demonstrate product knowledge, a command of delivery resources and promptly fulfilling requests for pricing. Successful selling requires the ability to act as a trusted partner that fully understands the prospect’s organization, their operational issues and how these issues impact their business. “So Many Options, So Little Time for Salespeople.” Another shift in buying behavior is a move toward devaluing the role of the salesperson. Due

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to a lack of time, and an overabundance of suppliers, prospects perceive the role of a salesperson as a “pre-sales” customer service person, there to handle any request for product info and pricing. Many salespeople enable this relationship, with their “drop-in, drop-off and drop-out approach”: dropping-in and asking to speak with the buyer, asking what info and pricing the prospect would like to see, and following up to find out if the prospect is ready to buy. If salespeople are going to make a shift in their selling behavior, they need to begin by taking a much more consultative and account-centric approach.

BUY VS. BUILD, HIRE VS. DEVELOP If we are going to build sales teams that can adjust and thrive in this new environment, we need to optimize both our hiring practices and our coaching process. To improve in both areas, we need to first define the three basic categories of salespeople. • Price Focused – transactional sellers. • Product Focused – value sellers. • Customer Focused – consultative sellers. These categories are independent of age, experience, industry knowledge, and even past success - they are more a function of self-confidence and self-perception.

THE PRICE-DRIVEN SALESPERSON This type of rep is the most difficult to train and coach. They are the salespeople who perceive their company, their offerings and themselves as a commodity. They marginalize the value of their solutions by quickly defaulting to price and rushing to present competitive quotes. The primary goal for the price-driven salesperson is to, “Save the client

SALES &

MARKETING money on the products they are buying elsewhere.” Additionally, these price-driven reps tend to fill the CRM with quoted opportunities that inevitably fall apart due to the prospect disengaging and losing interest. What to look for As you recruit new salespeople, it is critical to weed out price-driven candidates by paying close attention to their lack of questions during the interview. These reps tend to drain company resources, giving away product and service at extremely low margins. The challenge with training price-driven reps is their inevitable default back to their comfort zone. Since their mindset is transactional and commodity-driven, attempts at changing their behavior usually fail.

THE VALUE-DRIVEN SALESPERSON This is the most common type of salesperson we find, based on the approach most companies are taking to address the price-driven buying behavior. They are hiring salespeople with industry and technical expertise, as well as putting the energy into offering more product training for the existing team members. The challenge for this type of salesperson is their inability to align solutions with the prospect’s deeper operational and business issues. They build the bridge from them to the customer with product knowledge, quickly responding to interest and need with demonstrations and presentations. These reps often fall short in their qualification and closing process, skipping the critical steps that drive a positive selling outcome. Value-driven salespeople are especially vulnerable to long endless sales cycles, due to the focus on technical stakeholders who have the greatest amount of product interest but the least amount of influence. They do a great job selling the technical buyers but lack an understanding of how to help this internal champion get the proposal approved. What to look for When interviewing a product/value driven salesperson, it is critical to assess them for coachability, commitment to sales success and motivation to close business. The questions they ask during the sales interview offer more insight than the answers they give. Are they focused on your products or the sales opportunity? If the candidate actualizes as a “salesperson” with a growth mindset, they can be a great new addition to your team with the potential to evolve into the Consultative Selling category. The most important training component for this type of salesperson is helping them better navigate the buying process. Improving their ability to assess an individual

“If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.” – James C. Collins, Good to Great buyer’s influence and negotiate access to other key stakeholders, will go a long way to optimizing their time management and selling skills.

THE CONSULTATIVE CUSTOMER-FOCUSED SALESPERSON A salesperson that falls into this category will demonstrate an authentic interest in understanding the prospect’s personal and organizational issues, concerns, and visions. This type of salesperson is naturally curious, possessing the ability to dig deep into the customer’s world through pre-call planning, as well as engaging the prospect with challenging questions. Beyond these selling skills, a consultative salesperson will challenge the prospect’s way of thinking, engage all stakeholders involved in the decision process and create more collaborative relationships. Prospects are naturally drawn to these reps and are willing to give them more time, since they view the rep as a trusted partner and advisor. What to look for When interviewing this category of salesperson, it is important to filter for their prospecting and closing skills as well as their enjoyment of selling. A consultative salesperson is a natural problem solver and may be drawn to managing existing accounts vs. a new business development role. Though they are the most desirable reps to hire, it is critical to align the job responsibilities with their interest and motivation. When training this type of salesperson, the key is familiarizing them with the different issues clients face and providing them with a process-driven approach to qualifying and closing. Consultative customer-focused reps are the most likely to leverage and adopt any sales training and coaching provided to them. “Hire attitude and train for skill” - Herb Kelleher Regardless of your company size, what you sell and how much competition you have, optimizing your sales organization starts by recruiting the right salespeople. While price-driven reps are often a company liability, with the proper training, value-driven and consultative salespeople will be an incredible asset. Second Quarter 2023 • 83

BEST

PRACTICES 3 Trends in Distribution for Growth Leaders BY MIKE MARKS, INDIAN RIVER CONSULTING GROUP

I Mike Marks is co-founder and managing partner of Indian River Consulting Group, a consulting firm to distributors and manufacturers. He specializes in helping distributors and manufacturers accurately diagnose problems and identify risk-bound alternatives. Contact him at mmarks@ircg.com or visit ircg.com.

n 2022, the focus was on digital transformation. Do you have ecommerce? Are you using a CRM solution? Have you created a roadmap for digital transformation? This year has a different focus. The past couple of years have put many through the ringer. Now that distributors have the time to breathe easier, they can adjust and be future-focused. The hallmark of 2023 will be a bridge. Distributors will have the opportunity to bring together the critical elements of digital, the rise of data and analytics, and the importance of talent and culture (your people). The connection—and success—of these elements will be the determinant of a growth leader.

WEEDING OUT THE LAGGARDS This is a revolutionary statement: Leaders are the ones moving forward. They’re the ones saying, “OK, I’m over the pandemic and its effects. I’m not sitting around anymore, waiting to see what’s going to happen next.” Leaders are forward-looking. They’re asking themselves what the next step is … then the next and the next. And given that path, what do they need to do today to prepare for the future? These distributors are creating their own initiatives. Leaders used the past several years to build strong foundations and upgrade management and talent. The initiatives they thought up in 2021 came into

84 • Second Quarter 2023

play last year, and they’re doing well. Laggards, on the other hand, are operating under a survivor’s bias. They survived the pandemic by doing an effective job of passing on the price increases to secure profitability, but now they’re stuck—maybe still a little afraid of taking a step outside of “what do I need to do to get by?” These companies will never come out ahead.

FUTURE-FOCUSED DISTRIBUTORS EMPLOY THE FOLLOWING STRATEGIES: Stop looking back. It’s all about forward momentum. Make your own path forward instead of waiting around to see what the next external obstacle is. Invest, take risks and be innovative. Use digital solutions as vehicles to change your sales structure, reevaluate your business model and set yourself apart, armed with solid insights. The distributors that do those things will be the leaders in 2023, without a doubt. Create more value in relationships. There are opportunities to play a more proactive role in how you create value for your partners, vendors and customers. Use analytics to identify the big payoffs within your customer base. Be transparent. Distributors are poised with leverage to create significant value—up and down the chain.

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PRACTICES Be a better leader. Distributors are playing with the same cards. The difference lies in how you make your moves. Treat employees as humans, not cogs in your company machine. Invite them to participate in something you’re thinking about. Host a town hall or ask for companywide feedback about a new initiative. Your actions will affect your employees the most and, by being involved in the process, they’re more likely to help those initiatives succeed. Ownership in the outcome is everything.

HOW DISTRIBUTORS CAN DIFFERENTIATE THEMSELVES AS GROWTH LEADERS Start with a pencil and paper test. Conduct an employee engagement survey. Ask everyone who works for you to complete it by answering the question: What are the top three strategic objectives for 2023 that will have an impact on customers? Reading the responses will be a shocking, humbling experience for leadership. Many managers, because they don’t pay attention to these yearly goals, are playing the same old game. No purpose, no thoughts and no initiative required. But how well employees understand companywide objectives directly relates to how they interact with customers and how much engagement they have with their jobs. Everyone needs to be aware of strategic objectives and understand the role they play in moving the company forward because everyone—from Janet in HR and Ron in marketing to Nancy in operations—plays a role in the success of a company. So why keep your employees in the dark? The key to becoming a growth leader is a combination of process, discipline, quality leadership and transparency. You

can do a few things that don’t cost any money but create energy, excitement and engagement within your ranks. • Hire good talent. Top-tier leadership attracts good talent. It’s a trickle-down effect. • Be transparent. Educate your employees on what’s going on and ask for feedback when it makes sense. Allow this transparency to infiltrate your relationships with customers and vendors, too. Invite it to become a two-way street. This awareness will be beneficial to all parties. • Be disciplined. Throw out the PowerPoints and meaningless words. Commit to acting. Yes, you need the strategies and processes, but actually take proactive

steps forward. Remember the old saying? Actions speak louder than words. • Create a process. Use your employee engagement results to develop or adjust processes. Use data analytics and other tools to aid in your digital transformation. At the end of the day, it takes good leadership to make any and all of this work. Talented people won’t hesitate to jump ship if the person they work for, from direct management to the CEO, is a jerk. Do right by the talent you have by creating a roadmap for digital transformation, taking action and getting the benefit of their experience and expertise.

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Ransomware Awareness & Mitigation Considerations for Manufacturers BY CHAD HUDSON, HEAD OF INFORMATION SECURITY, DATACOR, INC.

T Chad Hudson is Head of Information Security at Datacor, Inc. Chad is an information security expert with nearly two decades of enterprise IT experience, and prior to Datacor, he served as the Chief Compliance and Risk Officer with an emerging healthcare organization. Chad is CISSP/ISC2 certified and has helped companies build security programs from the ground up, including navigating through SOC2, GDPR, CCPA, and other stringent regulations.

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he risk of ransomware attacks is ever present in today’s business environment. The 2022 Verizon Data Breach Investigation Report estimates a 13% increase in ransomware identified as the root cause for breaches over the previous year. That places ransomware as the attack vector in 25% of all breaches for the previous year. In tandem with other phishing attacks, clicking on links or opening attachments, it makes the mouse the most dangerous piece of technology in our infrastructure. Verizon goes on to report that breaches caused by some form of human element was 82%. Over the 2nd quarter of 2022, Dragos tracked ransomware attacks by sector and found that 69% of the ransomware attacks targeted 42 unique manufacturing subsectors.

WHAT IS RANSOMWARE? Ransomware is a type of cyber-attack that requires relatively low sophistication and low financial investment by attackers to deploy. Often, the ransomware attacks are carried out using open-source tools that are low- or no-cost and offer a substantial return on investment.

Typically, a ransomware attack is initiated by sending phishing messages to a target, either blindly sending to multiple targets or targeting individuals which is also known as “spear-phishing.” These messages can be delivered via various platforms, including email, text message (SMS), or other communication platforms like popular collaboration and messaging applications. Attackers have adopted phishing as their favorite delivery method since it is much easier to encourage humans to act on something rather than work to bypass sophisticated technical controls. Once the end-user clicks on the link or opens the malicious attachment in a message, typically malware (bad software) is executed on the end user’s computer and encrypts the files. Encryption is a computer algorithm that jumbles data, rendering it unusable until the encryption key (password) is employed to decrypt the data, making it readable and usable again. The decryption key is obtained by paying the ransom demand in Bitcoin. Threat actors continue to iterate their capabilities and attacks to increase leverage as defense capabilities and victim responses change. His-

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torically, it was commonplace for organizations to immediately pay ransom demands to get their data decrypted. This is no longer the case, as organizations have become more resilient and consider the risk to business before immediately paying a ransom. In light of this, to encourage organizations to pay a ransom, ransomware attacks pivoted from simply encrypting data to threats of leaking data or selling it on the Dark Web. Threat actors have exponentially increased with new attacks like LockBit 3.0, Ransomware-as-a-Service (RaaS), which reduces the barrier-to-entry for threat actors, and triple extortion ransomware attacks that apply pressure to the original victim, then subsequently to their stakeholders if the original victim does not act. Ransomware attacks will be a significant concern for the foreseeable future and are expected to continually iterate and proliferate. Security Intelligence estimates that

ransomware will cost victims $265 billion by 2031.

MITIGATION AND RESILIENCE While all of this may sound daunting, there are precautions that can be implemented to increase organizational resilience. Best-practices and basic security hygiene can significantly improve the organization's ransomware mitigation capability and posture. Numerous resources are available at low- or no-cost to organizations to help improve security awareness, defense capabilities, assessments, frameworks, and more.

SECURITY AWARENESS With the understanding that 82% of attacks include some form of human element, a helpful area to focus on is the education of the organization’s employees on security topics. This is often one of the most immediately realized return on secu-

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PRACTICES rity investments for organizations. A variety of services and offerings exist for security awareness and education. Pricing for services ranges and is available for every budget. Education can be live, recorded video or webinars. Phishing simulation exercises can help bolster understanding on when it is safe to click or not.

INFORMATION SECURITY FRAMEWORKS Depending on the organization, operational environment, regulation requirements, business risks, and other factors, several frameworks exist to help organizations implement Information Security programs and establish controls. A lot of options exist for frameworks, but some popular options are: • NIST CSF (National Institute of Standards and Technology (NIST) Cybersecurity Framework (CSF)) • NIST 800-53 • CIS Top 18 (Center for Internet Security (CIS)) • ISO 27001 (International Organization for Standardization (ISO))

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UNITED STATES GOVERNMENT SUPPORT CISA (Cybersecurity & Infrastructure Security Agency) is part of the Department of Homeland Security. They provide a variety of complimentary tools and services and have a substantial number of resources available to businesses, like Stop Ransomware. The FBI (Federal Bureau of Investigation) also provides education on security topics, as well as a portal IC3 (Internet Crime Complaint Center) to report cyber-attacks.

BEST PRACTICES A few best practices are outlined below. This is not an exhaustive list. A full information security program should be implemented with appropriate controls for your business by following trusted frameworks. • Microsoft estimates that 99% of account compromise attacks can be mitigated by implementing multi-factor authentication (MFA). MFA is almost a requirement in today’s computing environment. • Ensure organization data is backed-up following best-practice guidelines for backups, like the 3-2-1 rule.

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PRACTICES Test backups and restoration capability often. • Ensure all data and devices are encrypted both in-transit and at-rest. • Have an organization incident response plan that has easy-to-follow steps that employees can execute on when an incident occurs. • Train employees on how to spot phishing attacks, ask qualified personnel if they are unsure, and to report incidents. • Establish relationships with trusted partners including legal, cybersecurity insurance, forensics, and incident response vendors. Review cybersecurity insurance details for carveouts and approved vendors. There are certainly additional controls and precautions that the organization will want to explore, but the above are some basic security hygiene elements that are helpful to increase resiliency. Another valuable resource is No More Ransom that has decryption tools for various ransomware, additional guidance for prevention, and more.

IN SUMMARY Ransomware is a significant and ever-evolving, ever-present threat to organizations. However, excellent resources are available to establish cost-effective controls to increase organizational resiliency and mitigate attacks. Partners like CISA can assist in helping the organization build awareness and improve their defensive capabilities. For more information about Datacor, see our ad on page 13.

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PRACTICES GenZnomics: 10 GenZ Beliefs & Behaviors Driving the Global Economy BY CHEYENNE HUNT, J.D.

Cheyenne Hunt, J.D. is a progressive advocate and attorney specializing in progressive activism, legislative advocacy, communications and democracy-focused tech policy. She currently serves as a Big Tech Accountability Advocate with Public Citizen.

s a GenZ authority and policy advocate, I believe it is essential to advance a cross-generational understanding of the driving forces behind the post-millennial economy in order for industry to establish best practices and move forward in a meaningful and impactful way. GenZ, the “iGen” demographic cohort born between 1997 and 2012, is the first to grow up fully immersed in technology. As such, “Zoomers” are known for a high level of digital savviness that has underpinned their unprecedented entrepreneurial spirit—and their abrogation from societal norms. While there are a myriad of behaviors and beliefs that heavily influenced GenZ's economic decisions, there are a select group of specifics that reign supreme—especially with respect to these four economic sectors: Artificial Intelligence (AI) Industry: GenZ is highly interested in the AI industry and its potential to revolutionize various sectors, such as healthcare, education and transportation. According to a survey by Deloitte, 51% of GenZ respondents said they are interested in a career in technology, this includes degrees in computer and information sciences rising 38% from 2015 - 2019. Furthermore, a report by the World Economic Forum predicts that AI will create 58 million new jobs by 2023. GenZ is well positioned to take advantage of these opportunities and shape the future of the AI industry. • Web3 Industry: GenZ has a strong interest in the Web3 industry, which includes decentralized technologies such as block-

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chain, cryptocurrency and smart contracts. They see the potential of Web3 to create a more decentralized and transparent internet, where data is controlled by the users instead of a handful of big tech giants. According to a survey by Chainalysis, 64% of GenZ respondents said they own or have owned cryptocurrency, compared to only 22% of millennials. Furthermore, a report by Gartner predicts that by 2025, the business value added by blockchain will reach $3.1 trillion. GenZ is poised to play a vital role in shaping the future of the Web3 industry. • Natural Resource Energy Economy: GenZ cares deeply about the environment and the impact of human activities on climate change. They understand the need to transition to a more sustainable energy economy that is based on renewable resources. According to a survey by the Pew Research Center, 69% of GenZ respondents said they are worried about climate change, compared to 59% of millennials. Furthermore, a report by the International Energy Agency predicts that renewable energy sources could account for 90% of the world's power generation by 2050. GenZ is well positioned to lead the transition to a more sustainable energy economy. • Social Media Economy: GenZ is highly active on social media and is well-versed in the workings of the social media economy. They understand the power of influencer

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GenZ values practical skills and specialized knowledge. They are more willing to pursue trade schools or specialized degrees that offer a clear career path and high earning potential. They also tend to be more costconscious and are willing to weigh the cost-benefit of higher education given the skyrocketing cost of higher education and the known risks of student debt. NPR reports that, while enrollment in community colleges is down, trade schools have seen enrollment numbers increase in recent years.

marketing and the role of these platforms in shaping public opinion. According to research, GenZ is 59% more likely to connect with brands online than other generations. Furthermore, a report by Business Insider predicts that the global influencer marketing industry will be worth $15 billion by 2023. GenZ is poised to shape the future of the social media economy through their participation as influencers and consumers.

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MINDSETS MATTER: KEY FACTORS DRIVING GENZ BELIEFS AND BEHAVIORS As Gen Z belief systems and behaviors are a driving force not only in shaping culture, but economies at the global level, it’s imperative to understand commonalities in order to discern opportunities and challenges that lie ahead. Here are my top 10. Consumerism and Motivation to Succeed: Many Gen Z prioritize their career and financial goals over immeSecond Quarter 2023 • 91

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PRACTICES diate gratification in their personal lives. They are more materialistic and motivated to succeed than previous generations, with an overall goal of achieving financial security and an upper middle-class lifestyle that now is seemingly out of reach for many as wages remain stagnant over time. According to a survey by Bank of America, 45% of GenZ respondents said that material goods are a major priority for them, compared to only 34% of millennials. Slow Living: GenZ values a slower pace of life and is more focused on living in the present moment. According to a study by EY, 67% of GenZ is moderately to extremely worried about their physical and mental health, making health a high priority for this generation. They also distinguish between "quiet quitting," which many in the generation believe is simply giving only as much into their job as their job compensates them for vs. Slow Living, which involves setting healthy boundaries between work and personal life. Emphasis on Multiple Income Streams: GenZ is more likely to have multiple streams of income, such as a part-time job, freelancing, or a side hustle. They understand the importance of diversifying their income sources to mitigate financial risk, and also see additional streams of income as a necessity in an economy of stagnant wages. A survey by Lending Tree found that 62% of GenZ 92 • Second Quarter 2023

respondents have a side hustle as compared to 55% of millennials. Budgeting and Understanding Credit: GenZ is known for their budgeting skills and understanding of credit. After watching their parents face the consequences of the 2008 financial crisis, they tend to be more financially savvy and responsible than previous generations. According to Finder’s Consumer Confidence Index Gen Z saves an average of $857 a month while Millennials save $294. Trade School and Specialization: GenZ values practical skills and specialized knowledge. They are more willing to pursue trade schools or specialized degrees that offer a clear career path and high earning potential. They also tend to be more cost-conscious and are willing to weigh the cost-benefit of higher education given the skyrocketing cost of higher education and the known risks of student debt. NPR reports that, while enrollment in community colleges is down, trade schools have seen enrollment numbers increase in recent years.

Technological Proficiency: GenZ is the first generation to grow up fully immersed in technology. They are more comfortable with technology and are more likely to pursue careers in the tech industry. They are also more efficient in their work. A report by Under Cover Recruiter references Gen Z as “skilled when it comes to technology savants, online work and innovation.” Retirement: GenZ is less concerned with retirement than previous generations. They tend to prioritize their current financial and career goals over planning for their retirement. A survey by anytimeestimate.com found that GenZ makes up the largest group of Americans (44%) not saving for retirement. Employer Loyalty: GenZ values loyalty from their employers. They understand that loyalty is not inherent and must be earned through mutual respect and appreciation. They also prioritize feeling appreciated and acknowledged in their work over staying with a company long-term. A survey by PromoLeaf found that Gen Z respondents want to spend an average of 3.7 years on a job. Parental Trust: GenZ is more trusting of their parents than millennials when it comes to financial advice. A survey by YPulse found that 70% of GenZ respondents said they usually or always trust their parents to give them good financial advice, compared to only

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PRACTICES 60% of millennials. This trust in their parents can be attributed to the fact that GenZ has grown up during a time of economic uncertainty and has seen their parents navigate through financial challenges. They see their parents as a reliable source of financial guidance and advice. This may be a reflection of increased transparency and engagement Gen X parents offered their children in comparison to previous parental generations. Home Ownership: GenZ does not see home ownership as a priority, or even an attainable goal, as previous generations did. According to a recent article by Levi Leidy while Millennials lag behind Gen X, Baby Boomers, and Silent Generation in homeownership at age 40, the

trend is expected to continue with Gen Z and they are aware of it. The high cost of housing and student loan debt are among the reasons that make it difficult for GenZ to afford a home. Additionally, many GenZ have seen their parents struggle with mortgages and foreclosures during the 2008 financial crisis, which has made them more cautious and hesitant about buying a home. In spite of their widely-reported worries, a McKinsey & Company study denotes optimism among Zoomers. “GenZ thinks the economic future is brighter than most other age groups do,” the report cites. “Despite reporting higher levels of job insecurity and financial instability and higher rates of emotional distress and obstacles to working

effectively, GenZ’s view of economic opportunity is more optimistic than that of GenX and baby boomers.” Reputed for being “highly collaborative, self-reliant and pragmatic,” GenZ just might be the lot to live out this ubiquitous American dream if industry collectively adapts to even just these 10 specific proficiencies, inclinations and expectations.

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BUYER’S

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Top 10 Benefits of the GAWDA Buyer’s Guide The online guide is a robust companion to the annual print Buyer’s Guide

ach year, GAWDA prints its Buyer’s Guide early in the year. This year, the print Guide was shipped with the Q1 Issue of Welding & Gases Today. The Print Guide is a fantastic resource highlighting the best suppliers in our industry and shining a spotlight on the best products and innovations our industry has to offer. The primary aim of the Buyer’s Guide is to facilitate members doing business with other members. The online Buyer’s Guide (buyersguide.gawdamedia. com) is an extension of the print guide that is updated regularly throughout the year. Here are some of the best features and benefits of using the Online GAWDA Buyer’s Guide regularly. 94 • Second Quarter 2023

1) Supplier Articles – The GAWDA Connection, which is one of the most read industry publications in the B2B media landscape, is populated in large part with articles from GAWDA Suppliers published on the online Buyer’s Guide. Get information on new products, new features, mergers and acquisitions, and much more, from the suppliers themselves. Whatever your area of focus is, there will be an article to interest you published on the GAWDA Buyer’s Guide. 2) Listings – Looking for a new supplier partner? Look no further than the Online GAWDA Buyer’s Guide. Each GAWDA Supplier has a listing complete with contact information, website and product category information. Sponsors of the Buyer’s Guide get more in-depth listing information including catalogs, case studies, pictures, associated articles and more. If you want to know more about the suppliers in our industry, the Online Buyer’s Guide is a great place to start.

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3) Classifieds – The Supply Chain Shortage has made sourcing product harder than ever. The Classified Section of the Buyer’s Guide is an opportunity for suppliers to sell used product. See a full list of product offerings by clicking the Classified tab today.

7) Events – The events section of the Buyer’s Guide is where Suppliers can publish their upcoming trainings, webinars, open houses, or member appreciation events. Share this information with your customers to keep them in the loop on all of the most up-to-date information in our industry.

4) NEW for 2023 The Buyer’s Guide App – Take the Online Buyer’s Guide with you wherever you go. The new app, which is already available in the Google Play Store and will soon be available in the App Store, is a pocket reference for any information you need on the go. And, combined with the Catalog Library, this is a great tool for your sales team to be able to reference when visiting a customer.

8) SEO – Because it is constantly updated with good, relevant information, the Buyer’s Guide ranks highly on search engines. In some cases, it even ranks more highly than the actual supplier company. So make sure to keep your listing up-to-date, as customers are finding companies when searching for industry terms and products. Each article is also back-linked to the customer’s site.

5) Catalog Library – The GAWDA Supplier Catalog Library is a great place for GAWDA Suppliers to post their literature whether that’s brochures, catalogs, or white papers. Some catalogs hosted on the library span over 1,000 pages, making it difficult to host on a website and impractical to mail a physical copy to customers. And with the search and print functionality that the Catalog Library has built in, it makes finding a specific product or type of product a breeze. Press Ctl + F, type your search (ex. Cryogenic hoses) and you will be taken directly to the page you are looking for.

9) Stats – Suppliers who have claimed their listing have access to a robust dashboard that displays statistics including how many people have read your articles, opened your listing, or interacted with your display ad. It is a great way to make sure that your listing is being found and utilized.

6) Most Current Media – The home page of the Buyer’s Guide is constantly updated with embedded versions of the most recent episodes of GAWDA TV, the most recent quarterly issue of Welding & Gases Today, and the most recent year’s Print Buyer’s Guide.

10) Categories – Looking for information about companies who provide a specific product or service but not sure who to turn to? Use the category section of the Print Buyer’s Guide or the Category index of the Online Buyer’s Guide. We have more than 30 “parent categories” and more than 100 “sub-categories” meaning whatever you may be looking for, you can find on the GAWDA Buyer’s Guide.

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THE GAWDA INDUSTRY ANALYSIS REPORT Provided by ITR Economics™