Robert Covington has taken a pragmatic approach to business in the post-COVID era. The senior product marketing manager for Toshiba America Business Solutions (TABS) is mindful of the impact the pandemic had on business communications, but that doesn’t mean he has to like it.
Sure, TABS has elevated its video conferencing skills to unprecedented heights, but there’s simply no substitute for face-to-face interaction. That’s why he’s so excited to be a part of next month’s Toshiba LEAD Beyond conference in Las Vegas, because there’s an exciting story to tell about TABS’ technology exploits. Taking the stage fits right into Covington’s wheelhouse, and one gets the impression that, in another life, he would’ve been a theatrical performer.
Just call him “The General.”
Early in his career, Covington was tasked with introducing a new product line during a conference. The keynote speaker happened to be Retired General Tommy Franks, and it was around the time of the Desert Storm operation. When it came Covington’s turn to bat, he took the stage in full costume as General George S. Patton. In a nod to the opening scene in the movie “Patton,” Covington had the U.S. flag as his backdrop and delivered a speech reminiscent of Old Blood and Guts that would’ve undoubtedly made George C. Scott proud.
“I love to demonstrate products and present them to customers, whether it’s a personal one-on-one interactive demonstration or standing on a stage in front of all our dealers and their customers,” noted Covington, a 2023 ENX Magazine Difference Maker. “It’s fun, as long as you know what you’re talking about.”
A graduate of Cal State Fullerton, Covington has helped guide many of TABS’ most innovative offerings since the mid-1990s, and he also played a vital role as the company transitioned from analog to digital products. Toshiba, he said, wanted to “catch the digital wave” (Covington has the t-shirt to prove it) and he helped launch the first connected copier (DP2460) with an SC-1 external controller.
Showing the Way
Covington loves to immerse himself in the new technology and features of TABS’ products and relate them to dealers and sales reps in a way that’s easy to understand. A mere brochure or PowerPoint presentation won’t always do the trick, so he expresses how the release can effectively solve end-user challenges. Serving a critical role in the sales process is an effective motivating factor.
As the products Covington manages represent a “lion’s share” of company revenue, it’s a responsibility he doesn’t take lightly. “I want to do what I can to make sure our dealers understand the product we’re offering and how it can help their customers meet their business objectives more efficiently,” he said. “I like to be part of the solution and sales reps appreciate having someone with answers they can turn to. Sales reps are good at selling, but they often need concrete answers to technical questions. Their interface with the customer these days is increasingly IT, where facts matter. They often want answers in writing – documented proof. The sales reps are relying on me to satisfy their customer’s demands. I can’t always give them what they want, but I sincerely enjoy the challenge.”
When TABS raises the curtain on a new offering, it’s not Covington’s first exposure to the product. He collaborates with engineers in Japan during the development phase, providing a unique perspective and a firm grounding when it’s time to address the sales force’s questions in a fast and accurate manner.
“It’s even better when I can get the answers in front of them before they get the question. Someday perhaps,” he remarked.
Covington credits TABS’ managers for showing faith in his ability to carry out tasks reliably and thoroughly, which he repays in full by exceeding their expectations. He appreciates the trust and confidence they’ve shown in him, which inspires Covington to tackle every challenge that comes his way.
Speaking of challenges, the post-COVID environment and its deleterious impact on the supply chain, and managing the transition from current to successor product offering was particularly daunting. “Schedules and timelines were fluid, yet we had to be ready to respond as soon as the products were ready,” he noted. “The challenges of COVID brought with it a work-from-home workforce that changed the dynamic, too.”
Center Stage
That’s what makes LEAD Beyond a critical showcase for TABS. It’s the first time in five years that the event has been held, and Covington is excited to share with attendees the many changes within the company as they apply to clients and end-users. After all, “The General” is at his best when addressing the troops in person.
“I’m looking forward to seeing people in person for a change rather than through a video conferencing UI,” he admitted.
An avid traveler, Covington enjoys exploring internationally, especially Europe. Work has enabled him to visit Japan numerous times. Closer to home, he can be found riding motorcycles and dirt bikes; the former has taken him throughout much of the Western U.S., which he’s investigated in great detail. Music is another passion—from classic rock to country and other genres, Covington enjoys the intimate experience of small venues.
