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Building a Rockstar Sales Team in the Parking Industry

The once insular parking industry is seeing unprecedented growth and investment. New players enter the industry every year as emerging technologies revolutionize our mobility. These new innovations and solutions meet our parking and general mobility needs in a more user-friendly and sustainable manner.

In 2015, we have especially seen growth as early stage start-ups secure funding and prepare to expand their employee base. SME’s and corporations are growing and shifting through new alliances or partnerships and other M&A activities.

With these developments, employers throughout the industry find they need to grow their sales team. Because, after all, your sales team is what predominantly drives growth. And generally the more salespeople you have, the more sales you will generate. Adding sales talent and improving your existing sales team are essential parts of growing a business.


Bringing on additional sales professionals can result in steadily increasing sales. In turn, resources are freed up to spend time and energy on other tasks. However, adding to your sales team can also result in fewer sales, smaller profits, a damaged reputation and worst of all, ruined relationships with clients. While this scenario can be applied to most hires, your sales people are your front-line troops that have the most direct contact with your clients. Which is why it is so important to grow your sales team strategically.

To hire the right sales talent for the job, you have to understand what you want your sales talent to accomplish. Much of our industry is now made up of technology solutions providers whose products and services require a technical skill set to sell. Selling technical products in this B2B environment requires an understanding of today’s savvier clients. Clients in this space independently and extensively research and compare the products or services they buy.

Matching your company's sales needs and selling style to your new hires is what will make or break your sales team. Make sure you're not evaluating your sales team and strategy based on some other company's needs.


  • Do you need someone to immediately generate sales or do you need someone to develop contacts for a sales cycle that may stretch into months or years?

  • Do you want someone who is a ‘closer’ or one who takes more of a consultative approach?

  • What are the strengths and weaknesses of your current sales team? What skills or experience gaps do you have?

  • What technological abilities and understandings are required to successfully sell your product or service?

  • Do you need someone who already knows your industry, company or products? What about this position can be taught and trained?

  • Do you need new perspectives or someone who understands the traditional industry thought process?

  • Do you need someone with contacts beyond your current base?

  • Is most of your revenue recurring or new business?

  • What is your go-to-market approach? Direct versus channel partnerships? Or hybrid?

  • Does your team sell predominantly by phone or in person? Do you get business from writing business proposals or responding to RFPs?


Recruitment of talented employees is an essential part of any company's ability to achieve growth. By analyzing carefully what is working in your sales team and identifying the gaps, employers will more effectively build a successful sales team.


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