Influential Woman · Software Solution Sales

Kristal Cook

Chief Executive Officer, RockRoot

Little Rock, AR

Certifications · Degrees · Memberships

Degree BA in Business with focus in Marketing and minor in Selling Member Business Technology Association (BTA)

Her Story

About Kristal

I spent 9 years with a company called ACDI, where I sold and supported print management software called Papercut through the copier dealer channel. Working with copier dealerships across the United States, I saw that small to medium-sized dealerships really struggle staying competitive with larger dealerships because the larger ones have budgets, resources, and departments dedicated to software, where the medium to small businesses don't. A couple of months ago, I created a virtual solutions director position where dealerships that can't afford to pay $200,000 to bring in an experienced solutions director can instead pay about $35,000 a year to get the same support. I'm able to support a handful at a time because different dealerships are selling really the same solutions across the United States, so I just make sure I'm not competing with myself by not supporting two dealers in the same area. I launched this January 1st, and so far I have 3 companies signed up and things are going really well. Right now I'm focused on educating the industry on what I'm doing, reaching out to my partnerships with solution companies to form formal partnerships and get access to certifications and collateral. I'm also training and supporting dealerships on real live solution opportunities, giving software demos, and working with sales teams to make calls.

Her Interview

Ten minutes with Kristal

01What do you attribute your success to?

I have a do-it-anyways mentality. I think a lot of times we let emotion, frustration, or circumstance almost give us an excuse to stop. I believe in doing it anyways. If you're mad, okay, well be mad, but do it anyways. You feel depressed for the day, it's okay to feel depressed - we're human, we have every range of emotion. Do it depressed. Do it sad, do it happy. Okay, we're super happy today, but don't get distracted, do what it is you need to do. I think that's a really healthy mentality to have because that way you stay consistent, and I think consistency is the key to success.

02What advice would you give to young women entering your industry?

I think it's a great time for young people, especially women, to get into software sales, because that is where, frankly, the money and the innovation is right now. Even though it's a very male-dominated space, I get treated very well. I think I'm in a rare spot where being different is okay, and I think being a female helps me stand out in the crowd, and my voice is heard a little bit more because I don't look and sound like everybody else. It hasn't really been a negative for me - people have been very encouraging and very supportive. I think it's a great time for women to get into software sales because you'll bring a unique perspective to the table. I think it's pretty easy to connect with people, and I think that women are born leaders, and we're also good at explaining things, and if you're good at explaining things, you can be good in software.

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