Sales Talk for CEOs: Building a Customer-Focused Sales Strategy with Erik Frank (S1:E14)

Nov 4, 2021 | Sales Talk for CEOs Podcast

The companies that are succeeding today are the ones that are looking at themselves from their customers’ perspective. How do your customers see your business? Do they understand your products and services? How do they want to buy from you? Whether you have been in business for five years or 100, your customers’ perspective will always play a pivotal role in the success (or failure) of your business. So, are you listening to their valuable feedback?

No matter how old your business is, you must constantly change and adapt to what your customers are telling you. That’s the subject of my latest Sales Talk for CEOs podcast, where Erik Frank – CEO and President of Tristate Amature and Electrical Works – shares the details on the major overhauls that are happening in his 101-year-old business. Erik is completely rebuilding his marketing and sales strategy from the ground up – all based on what they are learning from their customers.

Erik’s strategy includes gathering extra insight into the customer experience through conversations with customers, a newly launched customer survey, and continued customer outreach. The strategy also involves changing up the sales team, including better training for customer service representatives, hiring more sales staff, and finding that crucial new hire for VP of sales.

This episode is a must-listen if you feel that your sales strategy isn’t quite hitting the mark with your customers. Whether you’re just starting your business or have been at it for decades, there is ALWAYS room to make your marketing and sales more customer-centric.

Watch the podcast below or on our YouTube channel.

Highlights of this Episode:

[3:10] Bringing sales experience into the role of CEO

[8:35] Customer-focused rebranding

[11:25] Why train your customer service team in sales

[15:18] Using customer surveys to gather data

[17:31] The importance of sales leadership

[21:00] The CEO’s role in sales: selling the vision of the company

[23:00] Growing your sales team to accommodate customers’ needs in the future

About Our Guest

Erik Frank is the CEO and President of Tristate Armature and Electrical Works in Memphis, Tennessee. Tristate has been a leader in the electrical industry for over 100 years, serving the industrial, commercial, and government sectors. In August of 2021, he became CEO and President after serving as an outside sales consultant for the past three years.

He started his sales career back in 1986 with Dun & Bradstreet and served in sales and sales leadership roles for 30 years, both domestically and internationally. He took his act solo in 2015, starting his sales consulting firm, Elite Sales Leadership, which focused on helping small and mid-size business owners put in the sales process, systems, and leadership to achieve consistent and sustainable growth.

Erik has been married to his wife Lydia for almost 30 years and has three adult children flourishing in the business world.

Show Links

Connect with Erik Frank in the links below:



You can learn more about and connect with Alice Heiman in the links below:




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