In the fast-paced world of sales, success hinges on one simple yet elusive goal: getting your customer to say, “Hell yes!” It’s a moment of mutual clarity, where the buyer sees undeniable value in your offering, and you know you’ve met their needs. Todd Thorpe, a seasoned sales leader with over 25 years of experience in multifamily and telecommunications, knows this moment well. His career, built on connecting multifamily property owners with innovative, cost-effective technology solutions, shows how to navigate a competitive industry and disrupt the status quo.Todd journey started in a somewhat unconventional way. Initially pursuing a career in film, Todd’s path led him to the telecommunications industry in the late 1980s. Over the years, he’s seen the sector evolve dramatically, especially in the multifamily space, where technology drives property management and tenant satisfaction.Now serving as a sales leader at Cambium Networks, Todd provides hardware solutions for managed Wi-Fi and smart technologies in multifamily properties. He doesn’t just sell products; he reshapes how property owners and Internet Service Providers (ISPs) think about their investments. In an industry dominated by legacy players, Todd carves out a niche by leveraging his deep market understanding, passion for educating clients, and ability to address pain points.The multifamily technology space demands resilience. Incumbent brands dominate the landscape, and property owners often default to the “safe” choice. The challenges Todd faces mirror those of any challenger brand:
- Brand Recognition Bias Property owners hesitate to consider new options, sticking with well-known providers even when those providers come with higher costs and less flexibility.
- Fear of Change Owners worry about making the wrong decision, especially when dealing with something as critical as Wi-Fi, a service tenants expect to work seamlessly.
- Price Sensitivity in a Commoditized Market In an industry where technology solutions seem interchangeable, competing on price without sacrificing quality is a constant battle.
Educating Owners to Specify Cambium
Todd knows property owners drive the decision-making process, even if ISPs purchase the hardware. By educating owners about Cambium’s benefits—cost savings, reliability, and ease of use—he creates demand that influences ISPs’ buying decisions.“Too often, owners defer to their ISPs,” Todd explains. “But by showing them how Cambium reduces costs by up to 40% without sacrificing quality, they become advocates for our brand.”Dual Engagement Strategy
Todd’s work doesn’t stop with property owners. He collaborates closely with ISPs, helping them see how Cambium’s hardware differentiates them from competitors. By addressing both ends of the decision-making chain, Todd ensures a seamless path to “Hell yes!”“When ISPs see how our hardware not only meets their technical needs but also aligns with their budget goals, the decision becomes easy,” Todd adds.Leveraging Social Media and Networking
As an advocate for LinkedIn, Todd uses the platform to share insights, educate the market, and build Cambium’s reputation as a challenger brand. His active presence on social media, combined with appearances at industry trade shows and podcasts, amplifies his message and establishes Cambium as a credible alternative to legacy providers.“LinkedIn has been a game-changer for challenger brands like ours. It lets us connect directly with decision-makers and influencers in a way that traditional channels can’t,” Todd shares.Resolution
Through his innovative approach, Todd achieves remarkable success in helping clients say “Hell yes!” to Cambium. His strategy creates win-win scenarios where both property owners and ISPs see tangible benefits.Reducing Costs Without Compromising Quality
Cambium’s most compelling value proposition delivers top-tier hardware at a significantly lower cost. Owners reduce capital expenditures by 40%, allowing them to reinvest in other areas of their properties while still delivering exceptional service to tenants.“When you can save money and still deliver on quality, that’s the sweet spot,” Todd says.Enhancing Tenant Satisfaction
In today’s world, reliable Wi-Fi isn’t just an amenity; it’s a necessity. By choosing Cambium, property owners offer tenants instant-on Internet—a convenience that sets their properties apart and enhances tenant retention.“Moving is stressful enough; tenants shouldn’t have to worry about setting up their Internet. Instant-on Wi-Fi removes that headache,” Todd notes.Building Relationships That Last
Todd’s work goes beyond transactions. His focus on education and partnership builds trust, creating relationships that last well beyond the initial sale. “When you provide value and solve real problems, clients remember that,” Todd says.“It’s not just about the sale; it’s about becoming a trusted partner who clients know they can rely on,” he adds.Three Takeaways About “Getting to Hell Yes!”
- Educate to Differentiate As a challenger brand, your biggest advantage lies in changing the narrative. Educate your market about why your solution stands out and how it addresses their specific needs. Use platforms like LinkedIn to amplify your message and engage directly with decision-makers.
- Solve Problems, Don’t Just Sell Products Success in sales isn’t about pitching—it’s about listening. Understand your clients’ pain points and craft solutions that make their lives easier. When clients see you as a problem-solver, “Hell yes!” becomes inevitable.
- Engage Both Buyers and Influencers The person writing the check might not make the final decision. Todd’s dual approach of engaging property owners and ISPs ensures all stakeholders align and feel excited about the solution.
Closing Thoughts
In the crowded, high-stakes world of multifamily technology, getting to “Hell yes!” requires persistence and creativity. For Todd Torphe, it’s all in a day’s work. By educating his market, addressing client pain points, and building lasting relationships, Todd redefines what it means to sell as a challenger brand.For multifamily property owners and ISPs looking to solve operational and technological challenges, Todd’s approach offers a blueprint for success. Whether it’s reducing costs, enhancing tenant experiences, or building a brand from the ground up, the lessons from Todd’s journey inspire and guide.As Todd often says, “Sales isn’t about following tradition—it’s about crafting your narrative and creating demand where none existed before.” And that, truly, is the essence of getting to “Hell yes!”Listen to the “Getting to Hell Yes!” podcast on apple or spotify here:https://open.spotify.com/show/4TY87ToVuLK7eqkZZvZA5Thttps://podcasts.apple.com/gm/podcast/getting-to-hell-yes/id1772602174Our mission is to simplify the homeowners & home builders customer experience. Let Iris do the work.
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