WWEMA Window: The Necessity of Association

By John Collins, JCM Industries

Keeping up with the changing needs, regulations, and nuances of the water and wastewater markets is too much to ask of any one individual or company.  That is even more true when you add in the complexities of an aging infrastructure, a growing population, and increasing industrial and agricultural needs that continue to provide new opportunities for the thousands of companies in our industry.  Most manufacturers recognize this overwhelming challenge and have come to depend on external nonprofit organizations and the role they play in the continued success and growth of our industries.

There are numerous organizations and associations that specialize in either clean water or wastewater, on the global, national, regional, state, and local levels.  These groups provide research, education, communication, and coordination for industry experts, policy makers, companies, and end users.

A manufacturer understands it cannot operate in an information vacuum and will, therefore, allocate company personnel, time, and money of varying degrees to these organizations.  Whether it be a national tradeshow with up to 20,000 attendees or a regional meeting with only a  few dozen, these events are essential for putting both products and information in front of a variety of customers and decision-makers.  Likewise, it is the members of these organizations who will write the standards and help create and enforce the regulations to which every manufacturer in the water and wastewater industry must adhere.

The difficulty for manufacturers when working with these associations is determining which ones best represent their needs and their markets.  Because water is used in such a variety of ways in our daily lives — from drinking water, to agriculture, power generation, and various mining and drilling methods — there is not a single umbrella organization.  Smaller companies and sole proprietors in particular are limited by time and money to the exposure, information, and influence the associations have to offer.  It is in the “information” area where the communication abilities of our modern age are helping to even the playing field.

Today, many associations offer webinars and other online programs to their members for educational purposes far beyond the basic organizational information.  It is through these electronic collections of specific knowledge that companies can remain current and individuals can sharpen both their knowledge and skills as well as improve their careers.

Even so, the relevance of attending conferences, symposiums, and annual meetings will continue to be justified by the fact that there is no substitute for face-to-face communication.  It is because of this that the industry associations you choose to participate in and align yourself and your company with must have the clear and defined mission that best corresponds with you and your company’s objectives.

There are a few large associations that appeal to a vast population of water and wastewater professionals: American Water Works Association (AWWA), Water Environment Federation (WEF), and National Rural Water Association (NRWA).  Each of these have state or regional sections that help divide the workload for serving the country. 

But there are also associations that are more specialized.  These groups serve product distributors both large and small, equipment manufacturers, engineers, credit managers, and customer service personnel.  Many of these specialized groups offer subject matter that is essential to creating and maintaining a successful business and career. The Water and Wastewater Equipment Manufacturers Association (WWEMA) offers a great example, keeping its members informed on subjects ranging from trade issues and federal drinking water and wastewater regulations, to economic forecasting and contract negotiations, just to name a few. 

The spectrum of necessary topics is wide, and the expertise available through these organizations is invaluable for comprehending them and incorporating them into your company’s management and marketing strategies.

John Collins is vice president of sales at JCM Industries in Nash, TX. He is a member of the WWEMA Board of Directors.