Volume 5, Issue 4, Winter 2008
The Gift of Receiving
by Stan Crader
"Wdeepcomes tomost portentous be like.” any manthenot what he, at athing about mayauthor do, but what he
mind when we think about God is
heart conceives God to
fact about is
A.W. Tozer once
As you might guess, A.W. Tozer was a deep thinker whose writings seem to pose more questions than they answer,
and those particular comments set me to thinking. You see, Tozer uses the infinitive omni words to describe God’s
attributes – omnipotent, omniscient, omnipresent – and to describe God using any other words is to anthropomor-
What’s anthromorphize? some of you may ask. I’ll be happy to tell you. Athropomorphism is the act of at-
Also in this issue... tributing human characteristics to something, especially a deity, like God. We humans tend to define things
by relative comparison, but the problem with describing God is that His attributes simply have no com-
Hurricane Ike parison. His attributes are so infinite that our minds can’t comprehend them - but that doesn’t stop the
STIHL Sympony anthropomorphist from anthropomorphizing.
STIHL Express And that brings me to another conundrum.
Fuel Comparison I think we are also defined by what comes into our minds when we think about Christmas. We’ve all
1000th Gold Technician heard the aphorism “It is better to give than to receive,” and while most of us try to embrace that
STIHL Rewards concept, there’s always some Yahoo that will say receiving is plenty good and he’s just fine with
letting others have the pleasure of giving. Poor deluded schmuck.
Or is he? Ponder this for a moment. Is Christmas about giving or receiving?
“It’s about giving,” you say, and you’d be right. Christmas is the time of year that we catch up
on our charitable gifts and give thought to what our loved ones and friends would appreci-
ate receiving. Most mature minds are focused on giving. Only children (and the Yahoos) are
focused on receiving. Right?
Not so fast there buckaroo, we’re not talking about Red Rider BB guns.
Christmas is the celebration of God’s gift of His son, Jesus, to the world. So, for God,
Christmas is about Giving. For the rest of us, it’s about Receiving.
So, the next time you’re asked if Christmas is about giving or receiving, you can answer
that it’s about receiving. But unless you want to be called a Yahoo, you’ll probably
have to explain.
Or if you find yourself at Christmas dinner, sitting at a table where no one is talk-
ing...ask the question yourself. It will most likely provoke many to think in a way
they haven’t been taught and the conversation will surely turn anthropomorphic.
If, along the way, someone accuses you of being an anthropomorphist, just
smile and tell them it’s better than being a Yahoo.
Speaking of a Red Rider BB gun – this year marks the 25th anniversary of
‘A Christmas Story.’ It’s a great story on receiving, but not the right kind of
receiving. Ralphie does in fact nearly shoot out his eye. And then there’s “It’s
a Wonderful Life,”s a story that depicts the right kind of receiving.
George gives and gives but in the end enjoys the biggest blessing
when he receives.
All of us at CDC·BME thank you for giving us your business, but our
deepest wish is that you receive the Blessing of Christmas.
CDC•BME Serving Dealers in Missouri, Oklahoma, Kansas, Nebraska, Southern Illinois, and Texas
Nothing to Like
It's astonishing how little we heard about ing hurricane-force wind gusts and heavy
Hurricane Ike after his dramatic sweep on rainfall all along its path. Chicago, Louisville,
shore and up through the heart of America. KY, and parts of Ohio all declared a state of
You sure wouldn't know just by listening to emergency due to the flooding and major
the evening news that Hurricane Ike was the wind damage.
third most destructive hurricane to ever hit With a lot of help from our friends
the United States, and you might not even
In the immediate aftermath of the storm,
be aware that Ike has been blamed for 164
Blue Mountain Equipment and Crader Dis-
tributing did everything we could to support
Damages from Ike in US coastal areas are es- the dedicated dealers who were doing their
timated at $27 bil- best to support
lion, with additional their valued cus-
damage of up to $4 tomers.
billion in Cuba. Not
We want to
only was Ike the
thank all of our
third largest, it was
the third costliest of
friends at STIHL
all time, too.
Inc., STIHL South-
Of course, STIHL east, Pacific STIHL,
dealers in Hous- Elfrink Trucklines,
ton and along the Central Freight,
Texas coast didn't SAIA Freight, Bar-
need the evening bwire Freight, CH
news to tell them Robinson Freight,
how devastat- Ryder Truck, Omni
ing Ike was, nor did those affected by Ike's Oil, and Gransfors Bruks (forgive us if we've
equally dramatic sweep North. left anyone out). Because of their support,
We've assembled a few photos and salient the BME and CDC teams -- everyone from
facts about Ike here, as well as a few much- the TMs in the field to order entry to A/R, to
deserved 'thank yous' to some of the compa- the shippers in the warehouse -- were able to
nies that helped see us through the storm's pitch in and give our dealers the service they
And we also wanted to share some of the We also want to say thank you to the dealers
mail we received after the storm. So please who spent long days and countless hours
read on... servicing your customers and helping to put
STIHL on the front line. As a servicing STIHL
The Beginning dealer, your hard work and dedication is
Ike started as a tropical disturbance off the what sets you apart from the competition.
coast of Africa near the end of August, and We appreciate all that you do, and are fortu-
for two weeks it churned and boiled, build- nate to have such a strong team that we can
ing at one point to a diameter of 550 miles, rely on in times like these.
with hurricane force winds of 240 mph, mak-
ing it the most massive Atlantic hurricane
By the time Ike slammed into the Texas coast,
it had sustained winds of 110 mph. The
storm surge in Galveston peaked at about
18 feet, decimating the coastal community
before tearing into Houston, quite literally.
Then it turned north and bore down on the
heart of the country.
Ike passed 100 miles to the east of Dallas,
and charged north east past Little Rock,
Arkansas, and just kept on going through
central Missouri, passing near St. Louis, bring-
October 20, 2008
To Everyone at BME/CDC:
When life takes a nasty turn we all strive to find the caIm within the "storm." We would
like to say thank you from the deepest parts of our heart for being the calm within our
"'storm." Hurricane Ike to be exact.
We had a customer that remarked that Ike was no gentleman. So true; however, even in
the midst of all the chaos and confusion, the devastation and shock, the blur of the mo-
ment, we were taken care of. God works in mysterious ways. He does not always keep
the storms of life from us, but He is always in there with us. He provides the help and en-
couragement we need to get through the trials that we face and He always uses those
who are willing vessels to carry out His plans. Thank you for being His willing vessels and
going the extra mile/miles for all of us.
Each person that took an order, picked an order, packaged an order, billed an order,
loaded an order, and delivered an order is a blessing to us. Each person that said a
prayer for us and took a moment to cheer us up is a blessing to us. Each person at Blue
Mountain Equipment and Crader Equipment is a blessing to us.
Our territory manager, Mark Hilliard, was a life saver. He manned his phone 24 hours a
day and coordinated our orders and pick up times and points of delivery. We could not have
done without his vital work. He is the absolute best territory manager we have ever had. But
we thought that before Ike hit us.
Everyone played a major role in keeping all of us going. We had the assurance of know-
ing that we were going to have the equipment and supplies needed to help our cus- Thanks to CDC-BME Cypress Ace Hard-
tomers get their lives back together. Even when everyone in our town ran out of saws, ware in Houston, Texas, was proudly able
chaps, chains, bars, lubricants, etc. we had them. to proclaim that "Unlike the Big Boxes, we
are here for you."
The lines were to the road for three weeks at our business. The word got around that we
had what people needed. We couldn't have helped those people if you had not helped
us. To those who show mercy, much mercy is given. You showed mercy to us in working
the extra hours, going well beyond your job description, and being there for us. You did
not have to do what you did. You could have told us that you would ship to us as soon
as the freight lines picked back up, but you put yourselves in our shoes and you treated
us and our situation the way you would have wanted to have been treated. I just wanted to shoot you a quick
note to thank you and all of your
You kept us going and you kept everyone affected by Hurricane Ike going. Thank you.
people at CDC for a really great
We know this was very hard on each of you and we know that the words we say are
job of supporting our needs last
merely words on a page, but please believe that we appreciate you so much and we
week. The hurricane caused a lot of
pray the Lord's richest blessings upon each of you. We may never have the wonderful
headaches, but you and your staff
opportunity to see and meet all of you at Blue Mountain and Crader Equipment, but we
managed to fulfill all of our needs in
feel we have known you all our lives.
a really short amount
Thank you for being our business partners and our friends. Maybe one day we will be of time. The quality
able to show our appreciation in a greater way. and dedication of
Sincerely, really showed.
Mike and LaDonna Fuller Brett Schuh
Mike's Saw & Supply Bobcat of Houston
Millions Without Power
New York 100,000
The STIHL Symphony:
Making Beautiful Music
The word "symphony" derives from a Greek word mean-
ing "agreement or concord of sound.” In the strictest
sense, a symphony is when all instruments, working
each to their strengths combine to form a single work of
art. of keywords on Google in 2009 to make sure that when
We think our 2009 marketing plan fits that definition consumers search for outdoor power equipment, they
very well. find an ad for STIHLDealers.com. When they click the
link, all else is equal and almost like catching fish from a
For the first time in the history of the company all pieces barrel.
of the puzzle have a precise place and each piece con-
tributes to the whole. All roads lead to the STIHL dealer.
The overture of the symphony begins when a potential After clicking on a stihldealers.com Google ad or organ-
STIHL customer is struck with the notion to buy a saw or ic search, a search-appropriate landing page will appear.
trimmer. This notion could be the natural result of hav- What’s a search appropriate landing page? Well, if the
ing a tree to cut down or a tight spot that needs trim- search began using the search term “string trimmer,”
ming; OR it could be an then STIHL trimmers and trimmer info
urge that is induced by a will appear on the landing page to
STIHL advertisement. let your potential customer know he’s
on the right track. But the dominant
It makes very little dif- feature of stihldealers.com will be the
ference where the ad is invitation to type in a zip code that
seen or heard – it could will deliver a list of the nearest STIHL
be a big display ad in a dealers.
large metro newspaper
or regional magazine, a It gets better.
banner on a website, a Given the power of the PowerChord
radio spot on a statewide Plus portal, no matter which dealer a
radio network, a direct customer chooses to click on, every
mail piece received in the mail, or a TV spot on Fox dealer will appear to have a multimillion dollar web site
Sports. Regardless of the genesis of the notion, once ready to provide them with the product information,
a search begins the consumer is destined to arrive at a pricing, and (coming in Spring 2009), exciting new buy-
dealer’s PowerChord Plus website. online-pick-up-in-store product purchase and Gift Certifi-
How? They can type www.stihldealers.com into their cate options (see the sidebar on page 3 for an update
browser bar, or go to Google’s search engine and type on the beta testing of STIHL Express).
in an appropriate search term – we’re buying hundreds So, in a few seconds a customer has gone from a notion
to buy a piece of outdoor power equipment to viewing
the website of his or her nearest STIHL dealer. This all
happens before the customer has a chance to consider
But wait, the Symphony is still playing.
The PowerChord portal causes STIHL’s website to ap-
pear to be that of the local dealer. In today’s culture, the
first impression most people get of a business is their website. And in the On Wednesday, December 3,
hand-held market, a better website than STIHL’s simply doesn’t exist. For 2008, a small group of Houston
less than $1.50 per day, or the price of a large cup of coffee at a con- dealers who are participating
venience store, the local dealer gets all of the benefits of a multimillion in the beta testing for STIHL's
dollar web presence. new eCommerce module, STIHL
Express, received an email that
And the Symphony builds toward a rousing crescendo… instructed them on how to log
Say the customer is so moved that he takes the time to visit the STIHL into their new PowerChord
dealer’s brick-and-mortar establishment. Upon reaching the dealer Plus websites and walk through
he’ll be greeted by a "Wizard" that would allow
someone who is in- visitors to their website to
formed and enthu- purchase products online and
pickup their purchases in store.
siastic about selling
STIHL. Through The very first STIHL Express
iCademy, even new transaction -- a sale for over
members of the $1000 -- took place less than
STIHL team can get 24 hours later! The second
up-to-speed on STI- Houston-area sale took place
HL’s selling features. on Saturday, also less than 24
And the new STIHL hours after that dealer had
Rewards program completed the set-up of their
being introduced STIHL Express eCommerce site.
next Spring will Currently, STIHL Express is
provide enormous limited to dealers in Houston,
motivation for the TX; Nashville, TN; and Portland,
floor person (gate- OR, who already had an
keeper) to maximize existing PowerChord website
each and every sales in 2008. As part of the 2009
opportunity, making MAP program, most dealers
sure the customer are upgrading their websites
leaves with at least to PowerChord Plus, and
one STIHL product STIHL anticipates making
and all of the ac- STIHL Express available to all
cessories and appropriate apparel. (For more info about the new STIHL PowerChord Plus websites
sometime in March.
Rewards Program, see page 7.)
And then, while the customer is at the register checking out, the final
movement of the symphony kicks in -- product registration. Filling out
the product registration and capturing the customer’s email address will
enable a series of automated measures to take place that will insure the
customer is kept informed of STIHL’s full line and given the chance to
participate in a value-added opt-in campaign.
We call it the STIHL Symphony, and we think it’s a winner.
Why Buy a STIHL BR 600 Backpack Blower?
STIHL BR 600 - Saves you Money at the gas pump.
Fuel Consumption Comparison
Estimated Two Year Fuel Savings By Using a
Fuel Consumption (gal/hr)
19% 21% STIHL BR 600
Estimated Fuel Savings Competitive Model
0.300 $237 RedMax® EB7001
0.200 $398 RedMax® EBZ8001RH
$439 Shindaiwa® EB633RT
BR 600 EB7001 ®
Echo® $644 Echo® PB-755
BR 600 EB7001 EBZ8001RH EB633RT PB-755 Calculations Based on:
Premium Gas at $3.95/gal. (www.fuelgaugereport.com as of 9/4/08)
The STIHL BR 600 is also rated as having the lowest emissions in its Fuel consumption data provided by Porsche Engineering Group GmbH.
class per the current EPA Web site. 1240 hours of run time (equal to 2 seasons).
STIHL BR 600 - More Powerful Air Volume
BR 600 ebz8001®
Shindaiwa® ebz7001 ®
BR 600 Class
EBZ8001 FEL levelsEB633RT
V PB-755 EB7001
Air volumes measured with tubes. Specifications from manufacturers
Web sites and catalogs. Air velocity for all machines are between 199
and 204 mph.
STIHL BR 600 - Lighter Weight
BR 600 eb633
Class V FEL levels
BR 600 EB633RT PB-755 EB7001 EBZ8001
*RedMax® published data is without tubes. Shaded area represents ap-
proximate weight with tubes. STIHL, Shindaiwa® and Echo® weights are
with tubes. Specifications from manufacturer’s Web sites and catalogs.
All company names are trademarks of their respective companies.
Quick Notes from CDC, BME & STIHL
Coming Soon! STIHL Rewards
In the Spring of 2009, CDC·BME will be items. We have chosen a list of STIHL products,
introducing a new program available to all SRR as well as a list of STIHL Apparel items that will
dealer employees. The program, simply named be available thru this program.
STIHL Rewards, is designed to reward participants The list will be updated regularly as new items
for promoting, selling, & properly registering STIHL are introduced. More information will come as
products within their dealership. the program develops.
To be eligible, participants will need to have
completed the Bronze training course, and stay #
current on iCademy trainings.
Like many rewards programs, participants will be
able to redeem their rewards points for selected
STIHL Certifies 1000th Gold Technician
On Monday, August 18, 2008, STIHL Inc. certified ditional media periodicals and online websites
its 1,000th Gold dealer service technician, Monte like commercialdealer.com.
Gens of Monte’s Small Engine in Fredonia, N.Y. The Gold Level training builds on STIHL’s Silver
Gold level training is the third step in the STIHL and Bronze courses. A technician attending a
technical education program that certifies STIHL Gold Level training class receives three days of
service technicians. Technicians participating in intensive, advanced training. The final exam
this training provide service for the company’s consists of actual product troubleshooting, a
product line at dealerships across the nation. “hands-on” practical exam, and a written exami-
“STIHL certified service technicians are ‘factory nation. Upon successful completion of the test-
trained’ in the diagnosis of running problems, ing, the technician earns a factory certification
failure analysis, and quick and reliable repair,” says that is good for three years, is renewable, and
Randy Scully, product service manager for STIHL belongs to the technician.
Inc. “A Gold Level technician has demonstrated Some of the benefits a dealership with a facto-
both the knowledge and the skills to handle chal- ry-certified technician on staff receives include
lenging service situations, including carburetor higher levels of warranty reimbursement, a free
operation and service, failure analysis, and mainte- subscription to the STIHL mediaCat parts and
nance and service of STIHL products.” service information, and the Gold Level icon on
News of this milestone has been widespread, with the dealer locator listing at stihlusa.com.
articles appearing regularly this past month in tra- #
POST Powerline A publication of STIHL distributors Crader Distributing and Blue Mountain Equipment
Travelog: It takes a willage
by Justin Crader
In September CDC·BME and STIHL invit-
ed a group of dealers and their spouses
on a week-long trip to Germany. I was
privileged to be among the travelers,
and I think it’s safe to say that everyone
was more than satisfied with the experi-
ence. Not all of our guests were crazy
about the sausages or the pig ankles
and dumplings, but over all, it was an
We arrived in Stuttgart, Germany on
Monday morning at 9 a.m. following
a 9 hour flight. A tour bus took us to
Fortress Hohen Neuffen and after a nice
lunch, we headed to our hotel, Arcotel
Camino. This was a very nice hotel, Euro-
pean styling and design.
Day two of the trip began with a tour of shoulder next to a very steep and jag- city bus tour. During the tour we made
STIHL's Plant 1 in Waiblingen followed ged mountain edge." There was a lot of a stop at Schleibheim Palace, which is
by a drive to Stuttgart for lunch and shifting in our seats, but the views were where this photo was taken. This com-
sightseeing. Dinner that night was at spectacular. plex of palaces was built as a summer
the restaurant Mille Miglia, which was, home for the Bavarian princes.
in fact, set inside a Mercedes automobile That evening we checked into Resi-
dealership and showroom. This was a dence Starnberger See and then visited Everyone who attended agreed that it
very “expensively decorated” restau- the monastery Andechs for dinner. This was an absolutely fabulous trip! We had
rant to say the least, and the food was is where the pig ankles and dumplings some excellent tour guides who were
incredible. were served. An interesting meal, one fluent in English and had a great sense
of several that required a photograph of of humor. We enjoyed world class food
On Wednesday, we visited STIHL's Plant the plate prior to eating. and wine each night. We learned a lot
2, which included Chain Saw and Power
Tools assembly lines, Guide Bar manu- The picture above was taken on the final about STIHL and the historic German
facturing and Injection Molding. That day of the trip. Before spending the day culture, and we enjoyed plenty of what
sightseeing around the beautiful city of the country is so famous for – beer.
evening we checked into our second
hotel, Vier Jahreszeiten am Schluchsee. I
know, I can’t pronounce it either.
Munich, we were treated to a two hour #
Day four: We took the tour bus to the vil-
lage of Wil. Here’s where it gets fun. Wil
is actually pronounced ‘Vil,” and the Ger-
mans pronounce village, “willage.” You
can imagine the initial reaction when
we were velcomed to the willage of Vil. Crader Distributing and Blue Mountain Equipment will close
In Wil, we toured the STIHL Saw Chain for the holidays Wednesday, December 24 and will re-open
Factory, then drove to St. Gallen to Friday, January 2, 2009.
check into our third hotel, the thorough-
ly pronounceable Radisson. Wishing you a Merry Christmas & Joyous New Year!
On Friday we took the scenic route
through Austria where we learned
that "scenic" in German means "narrow
roads with sharp corners and little or no The POST Powerline
Volume 5, Number 4, Winter 2008
Editorial Staff: Connie Bennett, Editor. Assistants: Barb Bennett, Stan Beel, Bob Long,
Jim Fahrenkrog, Kim Long, Robin Hastings, Roby Watters, Susan Choate, Roxanne Brown
The POST Powerline is published quarterly by CDC•BME for its STIHL Servicing Dealers.
Direct Inquiries & Comments to:
Connie Bennett, Editor
Crader Distributing Company
Highway 34 West, Marble Hill, MO 63764
Voice: (573) 238-2675 ext 255 / Fax: (573) 238-3088