117: Dustin Rogers – Managing Sales Teams for Excellence

Guest: Dustin Rogers

Guest Bio:

Dustin Rogers' life mission is to inspire others to have a positive impact on the world around them. He is a coach leader and Regional Sales Manager at Carolina CAT where he leads a team of 10 inside and outside sales representatives who manage over 2000 accounts from individual retail customers to large corporate accounts.

Dustin and his wife Britni have four children. The couple is passionate about foster care, adoption, autism, supporting families who have experienced the loss of a child, and other family-focused endeavors. They own DB Rogers Inc. providing management, consulting and fundraising solutions to corporations, small businesses, and non-profits. He is also the host of Your Impact Story Podcast. Fun fact Dustin was the 2017 International Auctioneer Champion…and yes, he can talk fast.

Key Points:

1. Introduction to Auctioneering: Dustin talks about the importance of rhythm in auctioneering, mentioning how it's more about clarity than speed.
2. Background in Sales: Dustin grew up around entrepreneurs, particularly in real estate and auctions. He started buying and selling equipment before formalizing his sales career. This experience led him to a global career as an auctioneer and eventually transitioned to sales at Carolina CAT.
3. Career Progression: During COVID, Dustin shifted from global sales to remote sales and later got recruited by Carolina CAT after a phone call asking if he knew anyone who could fill a sales leadership role. He ended up applying and transitioning into a sales manager role.
4. Sales Philosophy: Dustin emphasizes the importance of asking for what you want, as he learned when he took on a sales role at Carolina CAT. If you don't ask, the answer is always no.
5. Team Structure: His team consists of both inside and outside salespeople, with a mix of seasoned veterans and newer sales reps. The inside sales team handles prospecting and building customer relationships, while the outside team focuses on managing existing accounts.
6. Customer-Centered Sales Approach: Dustin stresses the importance of listening to customers and adapting based on their feedback. He used customer feedback to improve processes and address issues, leading to significant growth in business.
7. Target Account Success: By listening to a key customer’s concerns and making strategic adjustments (including changing sales reps), Dustin and his team turned a $1.5M annual account into a $5M account for two consecutive years.
8. Sales Team Dynamics: Dustin reflects on the challenges of managing a diverse sales team with different personalities. He adapts his approach to meet each team member's needs—whether it’s the "high-energy" rep or the "methodical" one—and avoids micromanagement.
9. Managing Different Personalities: Understanding and adapting to different working styles is crucial. Dustin’s success comes from being flexible and offering tailored support for each rep, whether it's through motivation or focusing on specific skill sets.
10. Learning Process: Dustin acknowledges that managing a team requires constant learning, both for the manager and the team, as each sales rep has unique strengths and weaknesses. Balancing these different personalities can be challenging but rewarding.

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