Sony’s PVM and BVM Trimaster EL professional monitors are taking a “Moni-Tour,” making stops at reseller locations for in-depth training. We recently sat down for a Q&A session with Gary Mandle, Sr. Product Manager, and the brains behind Sony’s new monitor cabinets used to showcase the Trimaster EL monitors on the tour.
Q: What was the inspiration behind the training cases?
Gary Mandle: We’ve been doing most of our monitor demos at the request of the customer. These are always model-specific and it became apparent that customers (and resellers) didn’t really have an understanding of our full lineup. Many times we saw sales of competitor models where we had a better option at a lower price. When we asked why we didn’t get the sale, the response tended to be “we didn’t know you had that!”. So Rose Jersey (Marketing Manager) and I took a good look at how we were selling monitors and tried to find a way that would show what we offered without breaking the bank. The idea for these cases came out of our meetings.
Q: How long did it take for you to come up with this idea?
Gary: It took a while. The biggest thing we wanted to confirm before committing to spending the money was to see if this was the best idea. Rose and I had a lot of ideas on what we could do, but we needed the best bang for the buck. We talked about web classes, making videos, field visits, and many other things, but this one idea stood out as the most impactful and would make our statement stick in people’s minds.
Q: What has been the feedback from the field about the training cases so far?
Gary: We’re hearing nothing but positive things. We’re getting emails from resellers who normally wouldn’t give us a first thought. What we’ve found is that we can talk or present all we want, but it doesn’t sink in. You have to see it. You have to touch it to really see what we can do. Once they see the picture performance, that all of our models match, and that the feature set is really extensive, they get it. You can see it click in their minds. It’s a monitor! Seeing is believing!
Q: Where can I go to see these cases and participate in the training?
Gary: The way the program works is that we ship the cases to a region and put them under the responsibility of the display Sales Support Engineer SSE (SSE). The SSE is the authority on the models. They are the coach to sales, the inspiration to show the lineup. They control the schedule and sales works with them on a strategy for making the best use of them. They are strictly a sales tool for us to push the monitor lineup as hard as we can. We’ve finished the tour for the west coast and they will be touring the east throughout February. In March they come back to San Jose for some updating and repair (they get bounced around). After NAB, they go on a Southeast tour, followed by a Midwest swing.
At the end of the summer, we start all over again with new messaging and other new things we can’t talk about yet.
Q: How long does it take to set them up and show the presentation?
Gary: That’s the real nice thing about these. Normally if we wanted to show the series or even just a couple of models, it would take the morning to setup or even the preceding day. The beauty of this is that it rolls in, plugs into the wall and you have pictures and a power point in less than 10 minutes. I think it looks more professional and you’re not interrupting the customer or resellers business. Run in, setup, talk, and get out of there.
Q: After all of the training sessions are completed, what’s the plan for these cases?
Gary: The cases are designed to be modular. So we have a number of options. We could revamp them and do another monitor tour, or load them up with projectors and do a projector tour, or even a public display tour. We’re really not limited to anything. For now, we’ll keep an eye out on how these work and what more we need to do. My guess is we’ll see where we are at the end of our fiscal year and then decide how to repurpose them. If anyone has any ideas, we’re all ears!
Here’s the rest of the schedule for February 2013, if you’re in the area come visit:
DVG | Feb 25th 12:30 – 2:30 | 8529 Meadowbridge Road, Unit 100, Mechanicsville, VA 23116
CEI | Feb 26th 9:00 – 2:00 | 8500 Cinder Bed Road, Suite 100, Newington, VA 22122
Washington Pro/Levin Prof | Feb 27th 11:00 – 2:00 | 11242 Grandview Avenue, Wheaton, MD 20902
DVG | Feb 28th 11:00 – 2:00 | 14100 Sullyfield Circle, Suite 250, Chantilly, VA 20151
For more info on all of the professional monitors that Sony has to offer, visit: www.sony.com/promonitors
Here’s a little peak at what the training looks like from our friends at Rule Boston Camera: