Editors Note

Welcome to this issue of Digital Display Insider! In this edition, we’ll continue our deep dive into the Four Cornerstones of Mobile Digital Billboard Success. These cornerstones are essential for building a sustainable and profitable business that can grow and scale over time.

In Issue #2, we introduced the four cornerstones, and since then, we’ve covered two critical elements: building the right operating model and implementing a consistent sales system. Many new operators overlook these areas, which can quickly lead to burnout or missed opportunities. Each cornerstone builds on the other, helping you lay the foundation for long-term success.

This week, we’re diving into the final—and arguably most important—cornerstone: Hiring and Training the Right Sales Professional. Even the best trucks and business model won’t succeed without someone actively bringing in new business. Your sales professional will be the engine driving your revenue, so hiring the right person and giving them the proper training isn’t optional—it’s essential.

If you’ve been handling all the sales yourself so far, this is the step that can free you up to focus on strategy and growth. But hiring the wrong person or skipping on training can do more harm than good.

In this issue, we’ll walk through how to find the right fit, train them well, and build a sales team that can consistently drive results.

M.D.B. Startup Focus

Hiring and Training the Right Sales Professional

When it comes to building a sustainable mobile digital billboard business, the final cornerstone is hiring and training the right sales professional. Whether you’re the one handling all the sales yourself or you plan to hire someone, your sales strategy will be the engine that drives your revenue. Without a system and the right person to execute it, even the best trucks and business models will struggle to succeed.

What to Look for in a Sales Professional

The key to success isn’t just finding someone with sales experience—it’s about finding someone who can learn and apply modern sales techniques. I’ve found a couple coaches well known in the sales training space to be helpful. Watch the Bonus Video in our free Facebook Group to find out who I recommend.

Basically, their approach focuses on asking the right questions and then listening carefully to uncover the client’s real needs. This is not about pushing features and benefits or trying to “hard close” a deal. It’s about leading the conversation naturally and helping the client discover how your solution fits their needs.

Look for someone with curiosity, empathy, and resilience—traits that allow them to genuinely engage with clients. The right salesperson knows how to ask thoughtful questions and then stop talking long enough to actually hear what the customer is saying. They’ll understand that it’s not about delivering a sales pitch but about helping the client identify their problems and guiding them to the solution you offer. Avoid the stereotypical salesperson who relies on slick talk and rehearsed scripts—they’ll struggle with this type of selling.

KPIs: Measuring What Matters

Tracking performance is essential, and that’s where Key Performance Indicators (KPIs) come in. The specific KPIs you track will depend on the model you choose for your business—whether it's the Exclusive Model, Shared Route Model, or a hybrid of both. But regardless of the model, KPIs help you monitor progress, identify gaps, and stay consistent.

Some common KPIs might include the number of booked meetings, proposals sent, or new contracts closed. It’s not just about the final sale—it’s about managing the process at each stage. Tracking things like follow-up calls or client touchpoints will show you where the bottlenecks are and help you improve over time. Consistency is the goal here, and a good CRM will make it easier to keep everything on track and measurable.

Building a System That Drives Predictable Results

Having the right person in place is only half the battle—you also need a structured sales system they can follow. The goal is to build a repeatable process that delivers predictable results. If you’re handling sales yourself, it’s crucial to set aside time each day or week to engage with prospects. If you’re hiring someone, be ready to invest in their development through ongoing training and feedback. Sales training shouldn’t be a one-time event but part of an ongoing process that keeps refining their skills.

Your approach should emphasize neutral, non-confrontational language that puts clients at ease, creating conversations rather than sales pitches. Your salesperson needs to stay focused on understanding the client’s pain points and offering your service as the solution, without feeling the need to push or pressure. This type of consultative selling builds trust and increases the chances of long-term client relationships.

The Bottom Line

Whether you handle the sales yourself or hire someone, getting this cornerstone right is critical. The right sales system, combined with the right person, will create consistency and drive growth. Make sure you set clear KPIs to measure progress and use tools like a CRM to track every interaction along the way. With the right training and processes, you can build a scalable sales engine that will power your business for years to come.

If you want to learn more about CRM tools and the sales training I’ve found most effective, check out the bonus video in our free Facebook group.

Cool LED Technology: A Sneak Peek at Our Mini Electric LED Truck Prototype

This week, I’m excited to give you an exclusive first look at a prototype we’re working on: a mini electric LED truck built on a fully electric chassis. This innovative design is compact, versatile, and perfect for both indoor and outdoor use. The truck will feature two side screens, each measuring 3' x 6', that raise into the air, along with a 3' x 3' rear screen for additional messaging and content display.

Because it’s fully electric and small in size, this truck opens up new opportunities for events, trade shows, and even indoor venues—places traditional trucks could never go. Whether you’re running it inside a convention center or throughout a large campus, the commercial-grade A/V equipment and multiple source options ensure your content always looks and sounds great.

The chassis delivers a 25-mile range with a top speed of 25 mph, making it street-legal as a Low-Speed Vehicle (LSV). Best of all, we’re planning to offer this truck brand new for under $100k with financing options available.

The build starts this week, so stay tuned for more details—this is just the beginning of what’s possible with this new model.

From The Vault: Our First National Campaign…And It Was For Budweiser

This weeks look back into the vault of past campaigns takes us to the very first national job we did for a Fortune 500 brand. It was July 2016 and Anheuser-Busch tasked us with targeting the MLB Allstar Game in San Diego.

Our first national brand campaign wasn’t just a milestone—it was a trial by fire. Not only was this our first time working with a Fortune 500 company, but it was also our first multi-truck campaign. For this job, we hired drivers for both trucks, and I flew into San Diego to manage the operation and capture photos for future marketing. It seemed like everything was lined up perfectly.

Of course, as with many firsts, things didn’t exactly go according to plan. We had contracted an employment agency out of Omaha to supply us with two drivers they assured us were experienced with commercial vehicles. They were only half right. One driver was fantastic—so good, in fact, that he stayed with us for several years. The other? Well, he was a disaster.

Right out of the gate, the second driver proved to be a headache. He couldn’t follow GPS directions, got lost multiple times, and showed up for the first day 45 minutes late to our scheduled activation in San Diego’s Gaslamp Quarter. He was a nervous wreck navigating city streets, had drastic mood swings, and I knew pretty quickly that we had a problem on our hands.

We struggled through the first two days, but by day three, it was clear we couldn’t continue with him. I had no choice but to fire him on the spot. What followed was a logistical nightmare—retrieving the truck from his hotel, involving the police to recover our key and gas card, and then figuring out how to finish the campaign. With no other option, I took over the driving duties myself, completing the campaign and driving the truck all the way back to Nebraska from San Diego.

To this day, that driver remains one of the most combative people we’ve ever dealt with. And just when I thought it couldn’t get worse, I found an empty beer can behind the driver’s seat. It was a sobering reminder of just how close we came to a far bigger problem.

The moral of the story? You get what you pay for when it comes to drivers. It's always cheaper in the long run to pay a premium for someone you can trust with a six-figure asset. A good driver isn’t just someone who can handle the wheel—they’re someone who shows up on time, follows directions, and takes care of your equipment like it’s their own.

Bonus Content

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