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Staying—and Excelling—in Their Lane
July 16, 2025 | Nolan Johnson, SMT007 MagazineEstimated reading time: 2 minutes

Michael Seltzer, chief commercial officer at Zentech Manufacturing, helps define his company’s niche and why it has mattered to them over nearly three decades. Should a company shift with the markets or stay true to its mission? Find out how Michael has helped the company truly understand its vision.
Nolan Johnson: Michael, you've done good work in identifying, maintaining, or developing your service niche at Zentech. How would you define it?
Michael Seltzer: High reliability. One of my colleagues says, “Listen, if anybody can do it, then the job is not for us.” If the work we do doesn't add a lot of value, if you can get it from anybody else, then you don't need us.
Zentech was established 27 years ago, and this has been the core of who we are. We haven't changed; we've stayed focused on our niche. It’s exciting because it’s the core of who we are. When we stay true to it, everything else seems to fall into place. Your business plan is clear, your pursuits are clear. Business becomes a bit simpler. We don't change with the economy or the wind. It puts everything else in perspective.
When you understand who you are and what you want to be, you're not arguing over the business plan, or revisiting or changing that plan. You’re not trying to figure out why you’re pursuing specific opportunities; everyone is aligned.
The culture that you set becomes as clear as your business pursuits. The training and education that you need to support your niche are clear. You can focus on the business instead of fixating on those existential questions, like what you want to be when you grow up.
Johnson: How do you define your niche? What are some of the traits and attributes that you include in defining your niche?
Seltzer: There are several things. First, it’s the people. At the core of our pursuit is understanding what training we need to offer. What competencies do we need to deliver the highest quality product to customers who support our segments?
After we get the attributes of the people in the training, we consider the attributes of the customers that support the market segments that we're interested in. Then, what business metrics support those? Within each segment or business pursuit, the measurements of success will be different.
To read the entire interview, which originally appeared in the July 2025 SMT007 Magazine, click here.
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COVID, Tough Sales, and What Made Me a Better Salesperson
08/12/2025 | Daniel Beauvois, The Component StoreBefore 2020, we approached sales differently. A persistent, gritty salesperson could approach businesses daily without an appointment. They would often be turned away, but sometimes, they would be given a shot. Then, in March 2020, the COVID-19 pandemic became official, and things started to shut down. When we finally came back, everything had changed, creating an impenetrable barrier for outside salespeople.
It’s Only Common Sense: Stop Chasing New Customers and Start Keeping the Ones You Have
08/11/2025 | Dan Beaulieu -- Column: It's Only Common SenseCustomer retention is not glamorous. It doesn’t have a flashy ad campaign, it’s not going viral on social media, and nobody’s handing out “Best in Retention” awards at trade shows. However, if you’re running a proper business, not a popularity contest, then customer retention is where you make your money. However, too many companies treat customer retention as an afterthought.
Schneider Electric Reinforces India Strategy with Acquisition of Remaining Stake
07/31/2025 | Schneider ElectricSchneider Electric, the global leader in the digital transformation of energy management and automation, today announces that it has signed an agreement to acquire the remaining 35% stake of Schneider Electric India Private Limited (“SEIPL”) from Temasek to reach full ownership.
Brian O’Donnelly Appointed to Expanded Role, Strengthening Global Leadership to Drive Growth in the Fujifilm’s Electronic Materials Business
07/31/2025 | FujifilmFUJIFILM Corporation (President and CEO, Representative Director: Teiichi Goto) today announced that the company has appointed Brian O’Donnelly as its Corporate Vice President, strengthening global leadership to drive growth in the Electronic Materials Business.
Global Sourcing Spotlight: Risk Management Strategies in Global Sourcing
07/23/2025 | Bob Duke -- Column: Global Sourcing SpotlightIn the global economy, businesses rely increasingly on international suppliers to optimize costs, enhance product quality, and expand market reach. However, global sourcing has a range of risks that can disrupt supply chains, inflate costs, and damage brand reputations. To mitigate these challenges and ensure business continuity, implement robust risk management strategies. Here are some critical risk management approaches to global sourcing, supported by real-world examples and actionable insights.