January 14, 2014

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Celebrating Utah’s Sales and Marketing Executives of the Year

By Utah Business editors |Photos by Eric Delphenich

January 14, 2014

The rebranding campaign Moss spearheaded, called Better by Design, gives customers the opportunity to personalize their homes while they are being built.

“Our sales process has been revolutionized by the Better by Design concept, which was created after we analyzed extensive research, which showed that design is a highly influential motivator when it comes to purchasing a home, rivaling location and beating out other factors such as price, safety and accessibility,” Moss says. “The Better by Design concept has been a total success.”

Along with this concept, the home builder also provides customers with an online quiz that reveals their “style profile”.

“Creating a simple yet memorable message is one of the most difficult challenges of marketing,” Moss says. “It’s rewarding when people talk about your products and buy your homes. Homes are where you grow your families, build your memories [and] entertain your friends. There’s a reason why they say ‘home is where the heart is.’”

Ted Roxbury

Chief Marketing Officer


Ted Roxbury hasn’t been in marketing long, but he’s made the time count.

Roxbury dropped out of mechanical engineering school, spent some time as an Alaskan mountain guide and a ski bum before teaching himself about marketing when he finally decided to get a “real job,” he says. Now, just five years later, he’s the driving force behind CLEARLINK achieving 30 percent compounded annual growth. In 2012, Roxbury and his team of 85 employees generated 15.1 million total domain visits, 6.3 million calls and more than 700,000 new customers.

Roxbury says he’s drawn to marketing because it requires both creative and analytical thinking. “It requires a deep understanding of consumer psychology and technology, both of which are constantly evolving,” he says. That’s particularly true when you’re responsible for marketing not just one, but 15 different brands. And the stakes for Roxbury and his team are even higher because CLEARLINK operates on a performance-based model, only collecting payment after sales are made.

Ken Anderson

Vice President,

Sales & Business Development

Universal Synaptics Corporation

Ken Anderson never anticipated going into sales, but was swayed by a colleague who recognized Anderson’s unique facilitating and problem-solving ability. “I was tutored and mentored on how to polish these talents and monetize them through sales as a profession,” Anderson recalls. Today, Anderson has nearly 20 years of sales experience and is a recognized expert in government contracting. He has been featured in The Washington Post, New York Times, Wall Street Journal and many
other publications.

Anderson’s leadership has been vital to Universal Synaptics’ growth in recent years, helping the company achieve a 300 percent revenue increase. In 2013, Anderson secured a $7.1 million contract with the United States Air Force and a $600,000 contract with Hill Air Force Base.

Anderson says a sales professional must learn to persist through the inevitable “no.” “In my opinion, a ‘no’ is actually a positive part of the sales cycle,” he says. “You overcome ‘no’ by listening—your potential customer will usually tell you what they need from you to say ‘yes.’”

Rad Dye

Senior Vice President

CBRE, Inc.

For more than 25 years, Rad Dye has been a leading industrial leasing and sales professional across the Wasatch Front. Dye has secured many of the state’s largest deals, including representing companies like Hewlett Packard, Hershey, Boeing, Sysco, Cabela’s and Rossignol Ski Company.

Dye says he enjoys knowing that success in sales is determined by how hard one is willing to work, adding that success really comes down to one fundamental aspect: passion for the product. “Get involved in something you have a passion for; don’t sell something you have no interest in,” he says.

“An abundance of talent coupled with experience makes for outstanding outcomes for Rad’s clients,” says Mark Bouchard, senior managing director at CBRE. “When all is said and done, Rad is a leader in his chosen area of expertise and is recognized as such by many in the industry.

“Over the course of his career, Dye has received many industry honors including Industrial Broker of the Year from Certified Commercial Investment Member Institute (CCIM),” says Bouchard.

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