When I entered the AV world, I never imagined it would become a career centered on one vital principle: relationship building. Yes, I fell into this industry almost by accident, transitioning from elementary education to sales. But, over the years, I’ve learned that success here isn’t just about the technology; it’s about the people.
Whether it’s with a customer, a colleague or an industry mentor, every relationship counts. The connections we make don’t just drive our businesses — they drive the industry forward. Today, as director of business development at Edge, I see this more clearly than ever.
Falling into AV, Rising in Community
My path to AV was anything but linear. Starting in elementary education, I pivoted to sales in industries as varied as roofing and pallets before landing a role with Kramer Electronics. I spent years moving through various positions — from inside sales to national account management. Every transition taught me the importance of adaptability, but each one also solidified my belief that relationship-building is at the heart of every role. It was through strong professional bonds that I found support, learned new skills and, ultimately, grew into my current role at Edge.
In my experience, we’re all stronger when we learn from one another. Early on, I joined the AVIXA Women’s Council, a women’s group focused on AV and IT. The camaraderie and mentorship I found there inspired me to give back by mentoring others. In the last year, I’ve joined WAVIT, another organization that has the goal of empowering women in AV and IT. In that organization, I have had the pleasure of mentoring a brilliant woman new to the AV world. And let me tell you: The enthusiasm and fresh perspective she brings are contagious. Mentorship is a two-way street; we both grow.
Relationship Building: The Foundation of Business Growth
In the world of AV, relationships aren’t just a nicety — they’re a necessity. Day to day, I spend most of my time connecting with our integrators and partners, understanding their needs and looking for ways we can support one another. Building relationships with integrators, such as those we work with at Edge, goes beyond networking; it’s about creating a supportive community.
Every time I travel to an event, I’m not just promoting Edge. I’m also building relationships. I get to know our current members, talk to new integrators and meet with manufacturer representatives to discuss opportunities for collaboration. This isn’t just about finding new members; it’s also about ensuring that those who join are a perfect fit, aligning with our values and our community’s standards.
Over the years, I’ve seen firsthand how strong partnerships can elevate a company. In the early days at Herman ProAV, we were a small team. However, we leaned on our partnerships and grew together. Today, Edge brings together integrators from across the country, allowing them to share insights, strategies and resources. We’re building something bigger than just business: We’re building a network that supports and learns from one another.
Community is Everything
Cheryl Walton is excited about the role that relationships play in our industry. Courtesy / Edge
Our industry is vast, yet often feels like a small world. Whether we’re at trade shows, working with special interest groups or participating on online forums, we bump into the same people. This familiarity breeds a sense of community and belonging that I believe is critical for personal and professional growth.
Through Edge, we’re creating spaces in which integrators can openly share their experiences. For instance, our special interest groups provide a platform for procurement specialists, engineers and other professionals to connect with peers who face similar challenges. These groups are incredibly valuable. They allow integrators to gain insights they can’t get elsewhere. By talking to someone in a similar role, you get an honest take on the challenges and opportunities that our industry presents.
Edge isn’t just about business; it’s also about fostering a community. We hold town halls and events that bring integrators together to brainstorm, learn and grow. When I see integrators swap stories and share strategies at these events, it reminds me why I love what I do. We’re building more than a network. We’re creating a space in which people can come together to lift each other up.
The Value of Mentorship and Lifelong Learning
In AV, as in any industry, there’s always more to learn. When I started, I immersed myself in every opportunity. I went to shows, took classes and earned certifications like my CTS. This wasn’t merely about boosting my résumé; it was about connecting with people who could teach me more about the industry. Today, I encourage newcomers to do the same. Don’t be afraid to ask questions, even if you’re uncertain. Don’t be afraid to learn something new. Don’t pretend you know everything. Instead, embrace each day with a thirst for knowledge. If you’re not open to learning, you’re doing yourself a huge disservice.
Mentorship has a unique place in my heart. Giving back to this industry, which has given me so much, is incredibly rewarding. I share this lesson with my mentees: Don’t be afraid to step out of your comfort zone. The more you learn, the more you can contribute to your community. And, thus, the stronger our industry will become.
Relationships Drive Innovation
At Edge, we’re always looking for new ways to help our members grow. The AV industry is changing rapidly, and we’re committed to helping integrators adapt. The strong relationships we’ve built with manufacturers allow us to stay ahead of the curve. We’re constantly exploring new products, software and services to offer our members.
As I look to the future, I’m excited about the role that relationships will continue to play in our industry. By working together, we can discover new revenue streams, share strategies for overcoming challenges and, ultimately, push the boundaries of what’s possible in AV and IT.
Embracing the Power of Connection
If there’s one thing I’ve learned, it’s this: Relationships are the heart of everything we do. Whether you’re new to AV or have been in the industry for decades, remember that you’re never alone. There’s a whole community out here ready to support you. Embrace every opportunity to connect with, learn from and grow with those around you. At the end of the day, it’s the people who make this industry great.
As I continue my journey with Edge, I’m excited to build even more connections and see how we can continue to grow together. Here’s to building a brighter, more connected future.
Cheryl Walton CTS, is director of business development at Edge.
