01
The problem
49 locations, hundreds of reps, and no way to connect what they were hearing.
Bauer Built has been selling commercial tires since 1944. By 2024 the operation had grown to 49 locations across 8 states — and with it, a coordination problem that's specific to scaled industrial sales: every rep was hearing useful things in the field, and almost none of it was making it back to anyone who could act on it.
"We'd be losing the same fleet account at three different locations to the same competitor and we wouldn't know it until the quarter closed," says Matt Seffinga, one of the company's regional directors. The reps weren't being lazy — Friday-night note-typing had simply lost out to a 12-hour day in the truck.
"Every rep was hearing pricing pressure from Samsara, the same Samsara pricing pressure, and we couldn't see it as one thing. It looked like nine small problems."
MS
Matt Seffinga
Regional Director · Bauer Built Tire
Before Voze, what made it back was whatever was easiest to type. Service migrations, contact changes, fleet-rate renegotiations — the high-signal stuff that lived in conversations, in parking lots, in the truck between visits — almost never got captured. The team knew the picture was incomplete. They didn't have a tool that could fix it without making everyone's day longer.
02
The solution
30 seconds of voice. Multiplied by every rep, every visit.
Bauer Built rolled out Voze Pro to the entire field team in Q2 of 2024. Onboarding was a single 30-minute call per location. By the end of week one, 82% of reps were filing voice notes voluntarily — no mandate, no enforcement.
The shift wasn't subtle. Reps who had logged 1-2 contacts a week pre-Voze were now generating 6-8 structured account updates a week — talking after each visit while it was still fresh, walking back to the truck. The AI handled the tagging, the routing, the linking back to the right MaddenCo records. Reps stopped thinking about it.
"It just works. I tap once. I talk for half a minute. Voze does the rest. I don't open the app to type anything anymore."
JR
Jeff Reyes
Outside sales rep · Bauer Built · 6 years
For the managers, the magic was the live signal feed. The same Samsara pricing pressure that had been splintered across nine territories now showed up as a single rolled-up signal — "Samsara aggressive in 9 fleet accounts this month, 5 say it's the third mention." That kind of pattern recognition simply didn't exist in the pre-Voze stack.
Auto-rolled signal · Bauer Built · week 23
Live
Samsara pricing pressure rolled up across 9 fleet accounts · 5 reps reporting 3rd-mention this month aggregated
Service migration signal · 4 accounts moved retread work in-house · suggested follow-up: Brad's team 2 days
Expansion hint · Premier Fleet OKC scoping a 3rd location for Q3 · attention: Sarah C. today
03
The results
97 signals captured. 15% became revenue.
By the end of the first year, Bauer Built had captured 97 distinct competitive-intel signals from the field — pricing pressure, demo-fleet evaluations, account migrations, and contract renegotiations. Roughly 15% of those signals were directly traced to new business won within 90 days of capture: deals Bauer Built either saved that were quietly leaving, or closed that would have gone elsewhere.
Competitive intel
97
structured signals in 12 months
Closed business
~15%
of signals → new orders within 90 days
Manager time
2 hr/day
recovered per regional director
Just as important as the captured signals: the manager workflow shifted. "Two hours of my day used to be calling reps to ask what they were hearing," Seffinga says. "Now I open Voze, I already know, and I spend that time actually moving on the deals." For a company with the management depth of Bauer Built — multiple regional directors, hundreds of reps — a 2-hour daily recovery rolls up to real operational throughput.
"Voze has drastically increased our efficiency and has allowed us to close more deals much quicker than without it. We see the patterns now. Same Samsara story across six locations gets one response, not six different responses."
MS
Matt Seffinga
Regional Director · Bauer Built Tire
A year in, Bauer Built has expanded Voze to all 49 locations. The field team treats it the way they treat the truck — a tool of the trade. The leadership team treats it the way they treat the P&L.