Industry professionals, automation executives, and channel partners will find this discussion relevant as Automation Ladies host Nikki Gonzales brings together Frank Hurtte and Larry White for a lively conversation from the AHTD spring meeting in Atlanta. The trio breaks down three pressing issues: the importance of healthy manufacturer-distributor relationships, the ongoing challenges posed by global tariffs and supply chain disruptions, and the intersection of workforce development with technology trends such as AI and automation. These topics matter because they shape how organizations thrive in a demanding and ever-shifting industrial environment.
Building Manufacturer-Distributor Relationships That Last
Open, practical communication and empathy are foundational to the manufacturer-distributor dynamic. Larry White points out that, “What our partners are looking for is ways to work better together,” emphasizing the value of understanding each other’s daily challenges and business drivers. Many manufacturers, he says, do not fully understand the complexities distributors manage, from handling dozens of suppliers—each with their own incentives and rules—to balancing sales program requirements and day-to-day customer needs.
Frank Hurtte and Nikki Gonzales both highlight the benefit of leaders who have worked in multiple roles across the channel, bringing perspective that drives smoother, more productive partnerships. “You can't really appreciate somebody's perspective fully until you've walked in their shoes,” Nikki explains. The panel also agrees that consistency—especially in support, training, and account management—makes a big difference. Lose a great sales contact, and momentum slows; when manufacturers make themselves hard to reach or training isn't accessible for distributor sales teams juggling dozens of products, growth opportunities slip away.
White summarizes the main motivators for distributors: “Is there a growth opportunity?... Do they make money?... Are they easy to work with?” Friction in any of these areas hurts both parties. Ultimately, developing strong, consistent support processes and seeking regular feedback from partners sets the stage for growth.
Tariff Uncertainty, Supply Chain Realities, and Pricing Headaches
Trade policy and global supply chains are always shifting, but recent years have added unique unpredictability for automation professionals. Frank Hurtte shares that, “I don't believe that I spent five minutes that the word tariff didn't get mentioned at least once or twice,” spotlighting how top-of-mind this topic is for channel leaders. Today’s automation products often come from a patchwork of global suppliers, with subassemblies, chips, and vital components sourced from different countries. When tariffs change, the cost implications ripple unevenly—sometimes raising the price only for a subcomponent, sometimes for an entire assembly.
This leads to significant operational headaches as distributors cope with constant pricing updates and supply status changes. Many represent hundreds of suppliers and manage a staggering number of unique SKUs. “The average distributor company in our industry... has available... somewhere in the neighborhood of a million six SKUs,” Hurtte notes. “If you have to adjust the price of a million six and it only takes you one minute per SKU, okay, start that job and we'll come back next Ryan and you'll be halfway done.” If processes are manual or inconsistent, the burden grows.
The consensus is to stay ready for daily reversals and to communicate actively up and down the channel. Automation companies must also recognize that price changes may come with little or no warning. Relying on process automation and data normalization tools—such as those provided by Interlinked Systems—can help businesses stay agile and avoid costly errors. Proactive distributors can help customers anticipate changes, while manufacturers should streamline communications to avoid overwhelming their partners with excess updates.
Workforce, Technology, and the Next Generation of Automation
While digital technology and AI are progressing fast, people remain central to the industry’s future. Larry White draws attention to the workforce challenge, saying, “Our education system has been a little weak in more recent years on the vocational area, bringing in qualified people who do know how to do these skilled jobs.” The panel agrees: effectively recruiting, training, and retaining skilled employees is an ongoing need for the automation and distribution sector.
Conferences like AHTD are addressing this with leadership development tracks, internships, and a growing women-in-automation community. Frank Hurtte shares personal stories about family businesses and the satisfaction of seeing second-generation leaders develop; Nikki Gonzales notes how public visibility of diverse career stories can attract interest and foster belonging in the next wave of technical talent.
On the technology front, the guests highlight the practical, current benefits of AI—transcribing meetings, organizing information, and speeding up communications—while cautioning against inflated expectations. “Yes, we've changed a few things in how we work, and we've introduced some efficiencies,” Nikki observes. “But can it actually do the job for us? No way.” Panelists expect continued evolution, but stress that human expertise, decision-making, and relationship building are as important as ever. Organizations should explore automation thoughtfully—seeking true efficiencies while never underestimating the power and necessity of skilled people.
Key Quote From The Episode
“A lot of times manufacturers lose sight of the fact and don’t walk a mile in the in the shoes of a distributor and understand really what they go through when they put their programs together.” – Larry White
Key Takeaways
Effective partnerships depend on empathy, clear support, and reducing friction. Successful organizations consistently exchange feedback and understand each other’s priorities.
Global supply chains, tariffs, and pricing instability require proactive communication and adaptable systems. Manual processes amplify risk; automation and data tools can mitigate it.
- Ongoing workforce challenges and rapid tech growth put a premium on leadership development and practical use of tools like AI. People remain central—training and engagement are key.
Wrap Up
For automation industry players, the message is clear: take active steps to foster strong, trust-based partnerships, stay prepared for economic and trade unpredictability, and continue nurturing people while thoughtfully adopting new technology. Those who communicate well, automate their back-office processes, and invest in workforce growth will fare best.
Actionable suggestions include:
- Schedule regular check-ins with channel partners to gather honest feedback
- Prioritize technology and process improvements to handle pricing/SKU updates efficiently
- Support leadership, mentorship, and public outreach to attract and retain new talent
- Leverage AI tools for efficiency but trust human expertise for crucial decisions
About the Guest
Frank Hurtte is a respected advisor and author whose work spans distribution, manufacturing, and channel optimization for more than three decades. His blog, “The Distributor Channel,” provides thought leadership and industry commentary. Larry White leads Interlinked Systems, helping manufacturers and distributors improve performance through managed software solutions for pricing, data, and channel management. Together with host Nikki Gonzales, they bring real-world stories and hands-on advice to automation professionals looking to build thriving businesses.
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