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Hello and welcome to this edition of the Basix Audio Series. I'm Noah Adams and we are broadcasting from the studios at WLEX. Today's program is sponsored by the people who are dedicated to helping you unlock the sales potential of Market Analyzer.
Jay Devin, Senior Director of the Market Analysis Group, describes how the organization responds to customers' need for information that is accurate, extensive, and meets their specific requirements. |
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[NOTE: CD#3 track 1 Jay 0:24 - 2:10]
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During this program we'll be hearing from customers who already understand the value of Dodge data. They're using Dodge Analyses and Forecasts today to make better business decisions in the critical areas of planning, budgeting, the allocation of resources and the evaluation of expansion opportunities.
We'll also hear from Dodge representatives who recognize the opportunities to increase their own success by delivering solutions that are measurable right down to the customer's bottom line.
First we asked WLEX reporter Richard Carr to find out more about Market Analyzer and why it was developed. |
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George Manthouse manages the Market Analysis Sales Specialists. When I interviewed him, George talked about the market conditions that led to the development of the right product at the right time. |
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CD#2 Track 2 George :57 - 1:34
CD#2 Track 2 George :30 - :46] |
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We also spoke with Jay Devin, senior director. |
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[NOTE:
CD#3 track 1 Jay 2:52 - 3:16
CD#2 track 2 George 3:39 - 4:30] |
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Whenever I work on a story that has anything to do with computers, the question I ask right away is: How easy is it to use? I'm not a techno-wizard and I suspect many of our listeners aren't either. Diana Bacchi, Louis Centorcelli and Curtis Betts reassured me. |
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[NOTE:
CD#2 track 1 Diana 1:36 - 2:25
CD#2 track 3 Louis 10:35 - 10:55
CD#4 track 2 Curtis 3:20 - 3:44
CD#4 track 2 Curtis 15:20 - 15:38] |
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When we come back, we'll learn how one company is using Market Analysis to realistically measure the sales performance and market penetration of their independent distributors.
But first Louis Centorcelli describes how the Dodge sales professional and the Market Analysis specialist can work together with the customer to achieve the full potential of the advantages offered by Market Analyzer. |
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EST felt they knew who the stars were in their distribution chain and they had no problem identifying lackluster performance. Or so it seemed. Richard Carr reminds us that things aren't always as simple as they appear to be. A second look always yields more details. And third party objective information can offer the most secure foundation of all for making critical business evaluations and decisions. |
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EST manufactures proprietary fire alarm systems and reaches their market through a network of distributors. NIS representative Bruce Baeky worked with EST's Bob Haskins, VP of sales, to find solutions regarding the accurate measurement of distributor performance and how to manage their network more effectively. Bruce begins the story. |
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CD#1 track 2 Bruce 4:30 - 7:25
CD#3 track 4 Bob :36 - 1:50
CD#1 track 2 Bruce 7:45 - 8:15
CD#3 track 4 Bob 7:57 - 8:28]
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Winston Churchill said, "It's important to take swift and decisive action. It's more important to be right." Richard Carr asked questions about how the data in the Market Analyzer is collected and analyzed. |
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Customers who want to make better decisions want the information they're using to be extensive and, above all, they want it to be accurate. Louis Centorcelli described how Dodge ensures this. |
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George Manthouse continues. |
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I asked NIS sales rep John Sullivan about other sources for customers who want this level of market data and analysis. |
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Reporter: Different areas in the same company can use Market Analysis Reports for a variety of purposes. Mark Daniel (job title here) explains. |
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[NOTE: CD#1 track 1 Mark 15:20 - 17:16] |
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Mark knows the market and he knows the product. He shares his expertise and his enthusiasm with the RIS salespeople. |
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[NOTE:
CD#1 track 1 Mark 30:54 - 30:53
CD#3 track 2 Mary Lou 5:44 - 7:06
CD#3 track 2 Mary Lou 9:08 - 9:14
CD#3 track 2 Mary Lou 11:45 - 12:41] |
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We wanted to know how Dodge Salespeople recognize when a customer has a clear need for Market Analyzer and is more receptive to hearing about the product. We turned, once again, to Mark Daniel. |
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[NOTE: CD#1 track 1 Mark 21:17 - 23:00] |
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George Manthouse asks a simple question to determine customer interest. |
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Market Analyzer sales specialist Ed Flaherty describes how customers respond to a demo. |
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When the question is: Which customers are ready for the benefits of Market Analysis Reports? -- the answer is... just about all of them. |
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The Kohler company was ready for the solutions that Market Analyzer delivers. We'll hear from them after John Sullivan offers a simple definition of MSA, or Metropolitan Statistical Area, and why it's important to many customers. |
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The family-owned Kohler company is celebrating its 125th anniversary. You could say they take a long-term view of their business. Manuel Guiterrez (pron: MAHNwell giTERRez) of Kohler and Dodge's John Sullivan tell how Dodge Analyses and forecasts help the building supplies manufacturer do that. |
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[NOTE:
CD#4 track 1 Manuel 7:41 - 8:33
CD#4 track 4 John 3:00 - 3:44
CD#4 track 4 John 5:09 - 5:33
CD#4 track 4 John 11:25 - 12:03
CD#4 track 1 Manuel 8:50 - 9:38
CD#4 track 1 John 7:00 - 8:21
CD#4 track 1 John 10:11 - 11:02]
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'You get what you pay for' is an axiom of business. Bruce Baeky offers a more detailed answer to questions about the cost of Market Analyzer. |
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Now we go to Richard Carr to learn how Market Analysis Sales Specialists and others in the Market Analysis Group are focused on supporting the success of Dodge representatives. |
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We asked Louis Centrocelli about the role of the Market Analysis Sales Specialist. |
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[NOTE: CD#2 track 3 Louis 16:23 - 17:10] |
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Curtis Betts describes the support available in the Lexington office. |
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We'll let Curtis take that call while Jay Devin continues. |
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Diana Bacchi elaborates. |
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CD#2 track 1 Diana 18:01 - 18:14
CD#2 track 1 Diana19:20 - 21:10 (needs edit)
CD#2 track 1 Diana15:25 - 16:57 (needs edit)]
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Our last customer story today is about the Lennox company. Richard Carr has the report. |
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Chris Chase is the customer at Lennox and Ed Flaherty is the Market Analysis Sales Specialist who helped Chris get the information he needed in the way he wanted it. Ed Flaherty begins. |
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CD#3 track 3 Ed 11:28 - 11:53
CD#3 track 3 Ed 9:57 - 10:27] |
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The account was not canceled and, today, the customer uses Market Analyzer to solve a number of problems. |
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[NOTE: CD#3 track 3 Ed 12:04 - 12:27] |
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Chris Chase talks about his experience with Market Analyzer. |
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[NOTE:
CD#4 track 3 Chris 4:06 - 4:40
CD#4 track 3 Chris 5:13 - 6:22] |
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Ed Flaherty adds a few words about the power of a Market Analyzer demo. |
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[NOTE: CD#3 track 3 Ed 13:36 - 14:34]
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You can help your customer make better decisions and construct better solutions by offering them Market Analysis reports. They will get accurate, extensive, and consistent information that meets their specific requirements. As their success grows, your opportunities expand. |
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CD#4 track 2 Curtis 12:52 - 13:22
CD#2 track 2 George 14:58 - 15:33
CD#3 track 1 Jay 16:29 - 17:38
CD#1 track 2 Bruce 8:32 - 9:03] |
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That was Curtis Betts, George Manthouse, Jay Devin and Bruce Baeky. I'm Noah Adams and that concludes today's edition of the Basix Audio Series. Thanks for listening. |
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