prima parte.pdf

INTRODUZIONE Hello and welcome to the training for essegi automation's sales managers. My name is jose luis ciccio’ i’m sales manager for essegi automation and i have been selling essegi products around the world in the last eight years. In this class you will learn more about the logics behind mate...

INTRODUZIONE Hello and welcome to the training for essegi automation's sales managers. My name is jose luis ciccio’ i’m sales manager for essegi automation and i have been selling essegi products around the world in the last eight years. In this class you will learn more about the logics behind material flow in electronics manufacturing companies, the challenges those companies face and the solutions essegi can provide. I will teach you the selling techniques that we have succesfully tested throughout the years. You will also learn to use specific tools that will allow you to become a reference point to your customers and distributors. What are you waiting? Let’s get started! HOW EMS WORK As a first step i want you to have a clear idea of how an electronics manufacturing company works. It is mandatory for the Essegi sales to know what are the equipment involvedin the assembly and what is their role in the process. To do this i have chosn scotty allen – storyteller at strange parts. Enjoy his video https://www.youtube.com/watch?v=24ehoo6rx8w https://www.youtube.com/watch?v=xsopnjtch5i ACRONYMS Alright… i hope the video of scotty gave you a good idea of how pcb assembly works. You may have heard, while watching the video, some acronyms that, if you are not from this industry, may not sound so familiar. As any other market, electronics manufacturing has its own language, and as an area sales manager you must learn this language. It is part of your daily conversations with customers and distributors. SMT – SMD – PCB – PTH - THT Let’s start with Smt, smd, pcb, pth, tht Surface-mount technology (smt) is a method in which electronical components are mounted directly on the surface of a printed circuit board-(pcb) An electrical component mounted in this manner is referred to a surface mount device (smd). You will often hear smt line or smd line reffering to the production lines that use this technology. In the industry this approach has largely replaced the through- hole technology (tht) or also called pin through hole technology. (pth), construction method of fitting components, in large part because smt allows for increased manufacturing automation which reduces costs and improves quality. Both technologies can be used on the same board, with the through hole technology often used for components not suitable for surface mount such as large transformers and heatsink power semiconductors. The packaging for smt components is normally only reels, steaks and jdec trays. The packaging for tht can be either a reel, or a box or a steak… let me show you some examples. TEST Per cosa stà SMT? Spiega la differenza tra la tecnologia SMT e THT con le tue parole. MSL – MSD – FLOOR LIFE Msl, msd, floor life what are all those acronyms? Msl stands for moisture sensitive level, and it relates to the packaging and handling precautions for some semiconductors. (let me show you a sample package) The msl is an electronic standard for the time period in which moisture sensitive devices can be exposed to ambient room conditions. Increasingly, semiconductors have been manufactured in smaller sizes. Components such as thin fine-pitch devices and ball grid arrays could be damaged during smt reflow when moisture trapped inside the component expands. The expansion of trapped moisture can result in internal separation (delamination) of the plastic from the die or lead-frame, Wire bond damage, die damage, and internal cracks. Most of this damage is not visible on the component surface. In extreme cases, cracks will extend to the components surface. In the most severe cases the component will bulge and pop. This is known as the "popcorn" effect. Ipc (association connecting electronic industries) created and released ipc-m-109 moisture sensitive components standards and guidelines manual. Moisture sensitive devices are packed in a moisture barrier antistatic bag with a dessicant and a moisture indicator card which is sealed. The mad components are classified in 6 classes. Msl 6- mandatory beche before use Msl 5a - 24 hours Msl 5 - 48 hours msl 4 - 72 hours Msl 3 – 168 hours Msl 2a – 4 weeks Msl 2 – 1 year Msl 1 – unlimited You will see in the following videos that the ism towers can be equipped with dehumidifiers and software to track the exposure time, thus ensuring electronics manufacturing companies that damaged components will never end in their products. TYPES OF PRODUCTION By now you are probably tired of acronyms. I’m sorry 😊 let’s add a few more that will be useful to categorize the typology of stm line production. Hmlv (high mix low volume) Hmhv (high mix high volume) Lmhv (low mix high volume) Lmlv (low mix low volume) Hmmv (high mix medium volume) Mmmv (medium mix medium volume) The mix refers generally to the complexity or different models of the pcb assembly. Volume refers to the number of units built, with products like consumer electronics on the high end and prototype, medical electronics or machinery on the low end. Typically, lower tier ems provide hmlv and higher tier provide hvlm. You will see in the coming sessions how the typology of production can impact the role of ism products and the application of the same for each type of production. Let me give you a few examples. An smt line running lmhv will require an initial preparation of the smt line with the needed components, this is called setup. Once the production starts it can last for many days without the need of changing the setup of the line. Material will be moving from the warehouse to the smt line, but no material will be returning to the warehouse until the production is finished. An smt line running hmlv instead will require, as for the lvhm, the initial setup and the material to feed the line. Since the volumes are low the production can last a few hours, half a day or a day. This will require to move back and forth to the warehouse, within the same day, a lot of material. The two scenarios you have seen here need a differten configuration both in terms of hardware and software. Also, the roi is different. We will see these cases in more detail in the next lessons MORE ACRONYMS ERP, MES, supermarket, buffer, kamban, FIFO, FEFO, splicing, splitting, Slave, master, EMS AND OEM Hello, Now that you have a better understanding of this market, let’s talk about the differences between ems and oems. The activities of an original equipment manufacturer (oem), an original design manufacturer (odm), an electronic manufacturing service (ems) provider and a contract electronics manufacturer (cem) are often confused. The confusion stems, partly, from the fact that these terms are relatively new and in part, because the activities of these service providers frequently overlap. The terms oem, odm, ems and cem are becoming increasingly commonplace in the world of electronics manufacturing. This is a result of the rapid expansion and fragmentation of the electronics products industry. This change has been caused by a fast-moving global trend for digitalisation and the increased connectivity that has come with it. What is an oem, an odm, an ems and a cem? An oem is a company that produces parts and equipment that may be marketed and retailed by another manufacturer. However, increasingly oems are focusing on product innovation and development, and outsourcing some or all of the manufacturing to partners, such as mpe electronics. An odm is a company that designs and manufactures a product that is subsequently rebranded and retailed by another business (which doesn’t carry out any manufacturing). Odms are similar to cems, but odms usually make only a small number of products and own the intellectual property relating to these products. An ems provider is a contract electronics manufacturer that makes products, such as electronic components and assemblies, for oems, and provides specialist assistance in a range of related areas, including design, software development, supply chain management, testing, distribution and repairs. A cem is similar to an ems provider. They manufacture products and assemblies under contract for other companies, often for oems in major industries. However, while cems offer support with regard to design, supply chain management, testing and distribution, they generally do not provide services relating to software and applications. It is important to underline the difference in terms of production typology that we can see between ems and oems. I will now generalize, but obviously we can have some exeptionts. Very often, an oem will work in low mix, medium or high volume. An ems instead will often work in high mix low or high volume. This makes a big difference in the way those two types of company take advantage of the solutions provided by essegi. We will talk more about those differences in the future. PREPARING TO VISIT A POTENTIAL CUSTOMER Before visiting a potential customer Just as we prepare for a vacation by researching information about the place we are going to visit, we need to research some key information. Here is a list of the most important ones: -sector of application (automotive, aerospace, telecommunications etc) - annual revenue - number of sites - services offered - number of smt lines (many companies insert this information in the company website) Let’s see together a quick example https://www.elemaster.com/en/ You will better understand in future lesson why is it important to you to know how many smt lines and which sector is working your potential customer. Esempio per il test: https://www.tstronic.eu/en FIRST APPOINTMENT First appointment Alright, you now have the information about the company you have targeted, and you fixed the first appointment. Unless the company has been looking for your products, most likely you will not have all the people you need during this first appointment. Your job will be to make sure you earn the trust and interest of the customer to make a second appointment with the right people where you will present an ad hoc solution. You may be selling other equipment and may be tempted to talk about other products. Remember, you have targeted this company to offer them essegi solutions, do not get distracted and don’t get the customer confused with too many products. I will now give you a short demonstration of how your first appointment could look like. The customer contact i have is the process optimization engineer. He already anticipated to me that he has only 30 minutes to dedicate for this appointment. It is not a lot of time, so let’s be efficient and effective. Hello mr. Brown, Thank you for your time today. I know you are a busy man so i will try to be as efficient and effective as possible during the next 30 minutes. Please feel free to interrupt my presentation any time. As i have anticipated via email essegi automation is a company specialized in providing solutions for material handling designed specifically for the electronics manufacturing market. Let me share with you a quick power point presentation. Essegi starts more than 30 years ago as a spare part reseller. The company is located in the veneto region close to venice. In 1997 ,essegi system service(this is the original name of the company), started to work on reparations and small ems productions. Understanding the need of better material control in electronics manufacturing and seeing a new business opportunity, essegi designed and developed a intelligent system to store electronics components. This system was designed to reduce human mistake both in the picking and repositioning of material, rise the quality of the products, through material traceability, exact fifo, msl traceability, and empower productivity. Thanks to the solution the smt line was able to call material automatically with the result that the smt line will never stop for lack of material. So, in 2005 the first prototype was developed. It was very successful in the italian market, so essegi decided in 2009 to participate to productronic. The show was very successful, but the company was yet too small and the distribution network unexperienced to sell this kind of equipment. In 2013 juki, a 1 billion dollars company top five vendor of pick and place machines and leader worldwide for sawing machines, saw the business opportunity and started to distribute essegi products worldwide. In the meantime, more models and typologies of solutions were developed, like the ism 500, a pick to light dry cabinet. In between 2016 and 17 the relationship between essegi and juki got stronger to the point that juki started the assembly of machines in nakita japan under license, to cover the demands of the asian market. More products are developed, like the incoming material station to receive material in the company, and the expansion module to increase the capacity of an ism3600, and in 2019 juki decides to participate with 49% shares in essegi automation. The storagesolution department demerged from the original company to give birth to essegi automation. Since then, the development of new technologies continues. In 2020 the full automation solutions was announced. This technology includes the use of agv or amrs for the autonomous transportation of material to the smt lines. The growth of essegi has been impressive, with a compound average grouth rate of 35% until 2019 with a slowdown in 2020 due to covid, but a rapid recovery in 2021 and 2022. Today essegi has sold more than 1300 systems being the leader in the market of smt towers. Essegi master this technology, not only because we come from the electronics manufacturing market, but also because we own the product. Hardware, software and firmware are designed and developed by essegi. Since 2016 the company has opened a department dedicate to support our customer on the integration of our solutions to erp, mes and pick and place software. Today within our team we have 5 people dedicated to support customers and develop when needed custom integration applications. Our products serve companies in any sectors. Automotive, aerospace, military, telecommunications etc. Our solutions are compliant to ipc standards and help manufacturers comply with ipc standards without the need of complex processes, software pieces and numerous operators. The modularity of our solutions allows us to serve from one line company to a mega factories like flex, with tens of smt lines per plant. We have an extensive distribution network of 17 partner companies. This is not including the juki asian distribution network. As you can see our core business is providing storage solutions for electronics manufacturing companies. Amongst our customers you can find big ems like flex, sanmina, kimbal. In the automotive, toyota, magneti marelli, valeo, military and aerospace like safran, raytheon, aselsan and many others. To finish this presentation let me show you a 10 minutes video that shows briefly our solutions. Mr. Brown. Thank you for allowing me to present the essegi products. If you are interested, i would like to come back to visit you and present an ad hoc solution for your production. For this purpose, next time, i will ask you to take a tour of the production and warehouse to collect some important data. After this analysis which will only take 15 minutes, i will be able to introduce you and a your team a taylormade solution to improve your material handling processes. I would ask if it is possible to involve in the next meeting at least the production manager, the warehouse manager and the it manager. Those are the key people i would like to talk to next time. THE RIGHT PEOPLE IN THE MEETING The importance of having the right people in the second meeting 16 years ago, while studying in rome, i was working for a company selling water depuration systems. I used to receive a list of potential customers from the office. I was short on budget for the gasoline, so i had to maximize my trips and sales results. To achieve this, i will always call the potential customer to collect a few information. Amongst others, the most important question i would always ask was: “is your husband or is your wife or partner going to be there when i come to visit you?” And the i would add, ”i need both of you to be there”. I will never fix an appointment unless i had the people i needed for my demonstration. I knew if either of them missed the appointment, i would either lose the sale or take extra trips and longer time to close the deal. The presentation that i would have made to the individual would have lost more than 90% of the power of persuasion and clarity, when, in the absence of the seller (me), they would have spoken and discussed the decision to be taken. A poor explanation generates doubts and questions, and since the salesman is already gone, no answer will be given, and no doubt will be solved until the next appointment…if you can get the next appointment. For this reason, you have heard in the previews video that i have asked to mr. Brown, to invite specific people to the second appointment. Let’s talk now about those people. Why it is important they participate? What thrusts and resistances do you meet? And how can we overcome those resistances? In the best scenario we want to have     A decision maker The production manager The warehouse manager The it manager A decision maker is always welcome to a product/solution presentation. It is not always possible, but we should strive to have him/she at this appointment. This can accelerate the sales process. The production manager is normally the most interested person in essegi solutions. Today he/she struggles to run the smt line without interruptions. He/she is responsible for the smt line performance. He/she struggles to keep up with sudden changes and missing material. He/she will listen with great interest on the product presentation. The warehouse manager may represent an obstacle most of the times. Not every time, but most of the times. Do not approach this guy as a first contact. You may slow down the project. Unless is a young person, the warehouse manager has been working for many years with his/her own radiated methods. You are there basically and implicitly saying “this warehouse is a mess; i have the solution for you”. Remember that during the analysis you will do in the second visit, during the tour in the warehouse and the production, you will try to identify all the inefficiencies, wastes and problems to taylormade a presentation that will bring up those problems and show the solution essegi can provide. So, what can we do to avoid a political incident? Very simple. After the tour in the company, you will look in the eyes of the warehouse manager and say. “thank you for allowing me to visit the warehouse area. I’m impressed of the work you have done until today. I visit many companies in this industry and i can assure, you would be surprised to see how big firms are working.”. There you go, you have a friend in the table. Again… i’m generalizing and making a caricature of the people i’m talking about. The it manager is the smartest guy in the room. He/she knows everything and sometimes even will speak on behalf of production and warehouse areas with technical questions with the clear intention to identify a negative aspect no one else was able to see. On top of this you are there to add another project on his/her shoulders. More work!!!“another software!!!! No no no no So why do we want the IT in this meeting? At a certain point you will talk about integration. This is the hot topic in any company. If he/she is there during the presentation you can clear in front of everyone else any doubt or question, he/she may rise. You can reassure everybody of the goodness of our connectors. You will speak for a few minutes the it language, and this will make everybody happy ad confident. If he/she is not there than you have a problem. Like in the example of my experience with water depuration systems, he/she will get a poor explanation of the product and project, will ask many questions, rise doubts an pull the break on everybody enthusiasm. I hope is now clear why we want to have them in the meeting. What if we can’t have all of them since the very beginning? Well, if we can’t, and we must choose one out of the list, it will be either the decision maker or the production manager. THE SECOND APPOINTMENT ENG Your first meeting went very well. You managed to arrange the second appointment with the key people. Throwing yourself into a generic presentation of the company and the product is not the most effective way. You would risk focusing your presentation on points that may not be of interest to the prospect. In addition, you would deprive yourself of the possibility of using a powerful tool, the numbers of your potential customer. We will talk about it in a moment. The time you have for the second appointment could range from one to three hours. This availability depends on many factors that I will not discuss this time. The fact is that three hours are not enough to describe the Essegi products and possible configurations. For this reason you will have to choose what to talk about and what to present to the prospect. You will do this in the first 15 minutes, during the warehouse and production tour. It may be that the person you spoke to last time forgot about this detail. As soon as you enter the room, even before opening your PC and sitting down, you might say “Ours solutions are modular, scalable and can serve a one SMT line company as a big site with 50 SMT lines. I'd like to present you a tailor-made solution. Is it possible to take a short tour of the warehouse and production? I need to collect some data to present you a concrete solution, which will improve YOUR unique internal processes ". In most cases they will all be happy to accompany you. In some companies you will be told that a tour in production is not possible. You will reassure the prospect by saying that it is not a problem and that you will need to ask them a few questions before sharing your presentation.