The Beginning of a Strong Relationship
Lord was thriving in his new territory covering Eastern Pennsylvania and New Jersey, which caught the eye of a friendly competitor. Guinta and Associates was another audiometric equipment distributor that covered areas of New Jersey that Lord worked in. While they competed against one another, they maintained a friendly and professional relationship, helping each other out in times of need. Around 1996, Guinta and Associates sales rep Barbara Kurman, Au.D. spoke with Lord about the possibility of him joining their team, but he respectfully declined.
A few years later, another Guinta and Associates rep, Joe Cartuccio, reached out to Lord but with a much different offer. Cartuccio, Kurman, and another Guinta and Associates employee named Chuck Comitto decided to leave the business and start their own distributor called Northeastern Technologies Group. This time, they offered Lord something much more enticing than a job: A partnership. After several months of negotiations, he accepted the offer and on March 7, 2001, Midlantic Technologies Group was born.
Since Lord couldn’t buy into Northeastern Technologies Group, they decided to create a separate brand that reflected the area he served. He was responsible for the Mid-Atlantic region of the United States, so they came up with the name Midlantic to represent that. Although the business didn’t share a name, they co-branded all their marketing materials and made important business decisions together. If all four partners didn’t agree on an initiative, they would not move forward with it.
After about a year, Lord, Au.D. hired on a service technician so he could offer equipment calibration, repair, and maintenance services to his customers. As Midlantic Technologies Group grew and demand from the customers increased, he also had to bring on an office manager to handle administrative tasks so he could spend more time focusing on the customers’ needs.