Building a Customer-Focused Sales Strategy with Erik Frank
Play • 29 min

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.



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



“Today, the companies that are succeeding are looking at themselves from their customer’s perspective and the way their customer wants to buy from them versus the way they have been selling to them for sometimes 30 or 100 years.”


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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