When you are leading a business that delivers communication solutions for business clients across Atlantic Canada, and your sales team is selling complex, high-stakes AV systems to hospitals, government agencies, and corporate clients, generic sales training is not enough. Backman Vidcom needed a way to help their salespeople connect more effectively with different buyer types. And when the time came to grow the team, they needed confidence that the people they hired could actually sell.
• Sales professionals developed a shared language for identifying and adapting to customer behavioral styles
• Coaching conversations became more structured and consistent using Everything DiSC® for Sales profiles
• PXT Select assessment provided a validated framework for evaluating sales candidates during hiring
• Hiring decisions made with greater confidence and reduced guesswork [PROOF POINT NEEDED]
About Backman Vidcom
Backman Vidcom is Atlantic Canada’s leading commercial AV integrator, serving the region since 1976. Based in Halifax, Nova Scotia, the company designs, installs, and supports audiovisual systems for some of the region’s most demanding environments, from hospital operating suites and government courtrooms to university campuses and broadcast control rooms. President Laurie MacKeigan, CPA, CA, and her partner Tom Murray have led the business since 2014, earning international recognition and PSNI Global Alliance certification along the way.
The Challenge
Selling complex communication solutions for business clients is not transactional. Backman Vidcom’s sales team works with procurement officers, facilities managers, IT directors, and C-suite executives, often all on the same project. Each of those buyers thinks differently, prioritizes differently, and responds to different kinds of conversations. Without a shared framework for reading those differences, salespeople defaulted to their natural style and left connection opportunities on the table.
For Laurie, the challenge was compounded by her background. Coming from a career in finance and public accounting rather than sales, she needed a coaching structure that gave her a reliable, evidence-based way to develop her team. Intuition alone was not enough.
When Backman Vidcom found itself in a position to hire additional sales talent, the stakes got higher. A wrong hire in a technical sales role on a small team is expensive in time, in training, and in lost momentum with clients.
The Approach
revenueify introduced Everything DiSC® for Sales as the foundation. Each member of the sales team completed their DiSC® profile and worked through the Customer Focused Selling® framework for applying those insights in real selling situations. The focus was practical: how do you recognize a buyer’s behavioral style quickly, and how do you adapt your communication in the moment to build trust faster?
For Laurie, Everything DiSC® for Sales became a coaching tool as much as a selling tool. With profiles in hand, her one-on-one coaching conversations shifted from general performance discussions to specific, observable behaviors. Instead of telling a salesperson to be more direct or to slow down, she could point to a DiSC® map and have a more productive conversation grounded in data rather than opinion. This kind of structured coaching is one of the core outcomes of revenueify’s sales communication skills training built on Customer Focused Selling®.
When it came time to hire, revenueify brought in PXT Select to support the process. PXT Select is a validated talent assessment that measures a candidate’s thinking style, behavioral traits, and interests against a benchmark profile for the sales role. Rather than relying on interviews alone, where first impressions and gut feel dominate, Laurie had a structured data point to weigh alongside each candidate’s experience and presentation. The result was a hiring process that felt less like a gamble and more like a decision. Learn more about revenueify’s sales recruiting and hiring support.
The Results
The Backman Vidcom sales team came away with a common language for customer conversations that has carried through their ongoing work with revenueify. Salespeople who previously defaulted to one approach now adapt their style based on buyer cues, moving faster with decisive D-style buyers, building rapport with I-styles, providing detail for C-styles, and creating stability for S-style clients who value trust above urgency.
Laurie’s coaching also changed. With Everything DiSC® for Sales profiles as a reference point, development conversations became more specific and more actionable. That is a meaningful shift for a leader who came to sales management from an analytical finance background rather than a traditional sales career.
On the hiring side, PXT Select gave Laurie data she could not get from a resume or an interview. The assessment flagged dimensions of each candidate’s profile worth exploring further and gave the final decision a foundation beyond gut feel.
“As someone who came from a finance background, I was skeptical that a behavioral assessment could change how my team sells. Everything DiSC® for Sales gave us a common language, not just for customer conversations, but for how I coach. When we were hiring, PXT Select took the guesswork out of a decision that really mattered.”
Laurie MacKeigan, CPA, CA, President, Backman Vidcom
What This Means for Your Team
If you lead a technical sales team delivering communication solutions for business clients in AV integration, commercial systems, or managed services, and your salespeople are selling to multiple buyer types on every project, Everything DiSC® for Sales gives them a framework that works in the room, not just in training. And if you are a business owner or sales leader who did not come up through sales yourself, it also gives you a coaching structure you can actually use.
When you are ready to grow the team, PXT Select removes the guesswork from one of the most consequential decisions you will make. revenueify can facilitate both as part of a full Customer Focused Selling® program or as a standalone engagement.
