Par Gayle Towell
Surely, you’ve heard this line about human nature before:
We live in an age of instant messages, virtual meetings, and on-demand communication. In theory, we’ve never been more connected—but something’s missing.
That’s not just a vague cliché you find scrolling on Instagram. It’s true. We’re social creatures. We have brains hardwired for nuance—body language, tone, the subtle pause before someone says something important. None of which comes through in a Teams chat.
I was reminded of this recently during a road trip with AIM Solder’s Midwest Regional Sales Manager, Andrew Coleman.
Presence Over Pitch
Andrew Coleman’s calendar isn’t for the faint of heart. He’s on the road up to three weeks a month, traveling across his region to meet with customers, reps, and distributors. While that might sound exhausting to some, Andrew thrives on it. Why? Because for him—and for AIM—it’s all about relationships.
Andrew knows the real work happens face-to-face. Sure, he can tell you all about our products, but he’s really there to listen, to ask the right questions, and to understand what you actually need. That kind of trust can’t be built with an autoresponder.
I had the chance to tag along on a few of his stops, including a couple SMTA expos and a customer facility visit. In between, there was plenty of windshield time—and plenty of insight into what makes Andrew so effective: he doesn’t just know people’s names, titles, or order history, but how they think and what keeps them up at night.
Relationship ROI in a Digital World
It’s easy to assume that in today’s tech-driven environment, efficiency is king. That we can replace in-person visits with a webinar, swap out trade shows for newsletters, and move relationship-building to the inbox. But the truth is, no matter how advanced our tools become, people still prefer working with people they know.
I had a few conversations with expo attendees who mentioned that younger professionals sometimes hesitate to attend in-person events, often seeing them as a disruption or unnecessary. But what they’re missing is exactly what makes those events so valuable—opportunity. Not to be sold to, but to learn. To ask questions you didn’t even know you had. To meet the people behind the emails. To start relationships that will serve your career and your company for years to come.
Even social activities—dinners, lunches, the occasional golf outing—play a role. These aren’t just perks or niceties. They’re opportunities to build rapport, to understand what drives someone, what challenges they face, and how you can support them more effectively. They’re how relationships are built. Because, again, we’re human. We have yet to be replaced by AI robots.
Human Solder
Watching Andrew work reminded me of something fundamental to this industry—and to AIM’s identity. Solder connects. It bonds separate components together to make something greater than the sum of its parts. That’s what Andrew does. That’s what all of us at AIM strive to do. We connect our materials and expertise to the people and processes that need them.
Whether it’s an engineer struggling with print defects or a buyer navigating supply chain disruption, having someone who truly understands your process—and your pressures—can make all the difference. And when that support comes with a handshake, a shared coffee, or a lunch where you talk shop and swap stories? That’s when a customer becomes a partner.
Staying Connected
At AIM, our Solder Plus Support ethos is more than a tagline. It’s how we operate. When something goes wrong, we don’t just send you an RMA—we send a person. A partner. Someone who knows your process well enough to ask the question you didn’t think to ask.
So, here’s to the road warriors, the relationship builders, and the human solders like Andrew Coleman who make our industry stronger, one handshake at a time.
