Case Study

Building a Sales Ready Team from the Ground Up in Florida's OOH Market

IndustryOut of Home Advertising / Static & Digital Billboards

EngagementNew AE Onboarding + Advanced Sales Training, Multi Phase

Training DatesMay 18 to 19 · June 8 to 10 · June 2026 (ongoing)

MarketFlorida · Lakeland, FL Headquarters

The Challenge

View Outdoor Advertising is an independent OOH operator serving Florida markets with a portfolio of static and digital billboard inventory. Like many growth oriented operators, View Outdoor faced a challenge that has nothing to do with inventory: building a sales team capable of selling consultatively, not just moving availability.

Mark Benkiel, Regional Manager at View Outdoor, recognized that new AEs entering the team needed two things that most onboarding programs do not provide together: a deep foundational understanding of the OOH business and a practical, repeatable system for selling it. At the same time, the broader sales team needed to level up, sharpening consultative execution, closing discipline, CRM habits, and pipeline management across the board.

The challenge was not just training. It was sequencing. Bring new AEs up to baseline first. Then bring the full team through advanced execution. Then continue onboarding new hires into the same system as the team grows.

Mark engaged Graviss Marketing to design and deliver a structured, multi phase training program built specifically for View Outdoor’s Florida markets and the real selling situations their AEs face every day.

The Approach

Graviss Marketing designed a three phase engagement structured around how people actually learn and apply new skills, not a single event, but a deliberate progression from foundational knowledge to advanced execution.

Phase 1, New AE Onboarding: Remote, May 18 to 19, 2026, 8.5 Hours

The first engagement brought two new AEs from zero OOH context to sales ready execution across two remote sessions via Google Meet. The curriculum covered AE role clarity, KPIs, and 12 month performance benchmarks; OOH Industry 101 including formats, vocabulary, and measurement; product knowledge across static, digital, and tri vision formats; photo sheet reading and location value articulation; territory management, target account strategy, and outreach cadence; General Benefit Statements (GBS) with live practice; and integrated sales roleplay across multiple scenarios.

Phase 2, Advanced Sales Training: In Person, June 8 to 10, 2026, 16 Hours

Three weeks later, Graviss Marketing delivered a 16 hour in person Sales Training and Enablement program in Lakeland, Florida for the full View Outdoor sales team. The three day program covered eight areas of advanced execution.

Market Outlook and Competitive Positioning

The program opened by grounding the team in where OOH is heading, digital growth, measurement evolution, and how independent Florida operators compete effectively against national players and other media channels.

Prospecting, Territory and Opportunity Strategy

A working session on how to build a disciplined territory, segment a target list, and create a prospecting approach that generates consistent top of funnel activity rather than reactive outreach.

Discovery and Customer Needs Analysis (CNA)

One of the highest impact modules across the program. The team worked through a repeatable CNA framework designed to replace inventory first selling with a consultative approach anchored in advertiser goals.

Value Articulation, Data and Proposal Alignment

How to translate impressions, CPM, and audience data into advertiser language. How to build proposals that tell a story rather than present a rate card. How to align proposal recommendations to what was actually discovered in the CNA.

Objection Handling, Negotiation and Closing Mastery

Live roleplay scenarios built around real objections in Florida OOH markets. The team practiced identifying objection types, applying structured reframe responses, and staying in control when a prospect pushes on price.

Key Account Growth and Expansion Strategy

A dedicated session on growing share of wallet from existing advertisers, how to approach renewal conversations, build upsell recommendations, and protect long term relationships from competitive erosion.

AI in the Sales Process

A working session on how to use AI tools to improve prospecting research, proposal writing, follow up sequencing, and daily sales productivity. This module generated strong engagement across the team, with multiple participants identifying AI adoption as their primary Monday commitment.

Sales Habits, CRM Discipline and Pipeline Health

The program closed with a session on the daily disciplines that separate high performers from average ones: pipeline math, CRM integrity, weekly review cadence, and the activity standards that drive consistent revenue.

Phase 3, Ongoing New AE Onboarding, June 2026 and Beyond

As View Outdoor continues to build its team, Graviss Marketing is engaged to onboard new AEs into the same foundational system. Anthony Savinon joined the team ahead of the June Lakeland program and is scheduled for a 5 hour remote onboarding session during the week of June 15, ensuring he enters the field with the same product fluency, role clarity, and OOH knowledge base as his teammates. This ongoing engagement reflects Mark Benkiel's intent to build training into the fabric of how View Outdoor grows its sales team, not treat it as a one time event.

What the Team Said

“This training was great and I do not say it lightly. It was not boring. It was very involved. I truly got a lot out of this training. It helped me save a renewal just by sitting in here.”
Paris Holley, Account Executive, View Outdoor

“It is a framework of success for a sales team and individual.”
Mark Benkiel, Regional Manager, View Outdoor

“Fantastically thorough and so helpful for both new and seasoned AEs.”
Greg Hubbard, Senior Account Executive, View Outdoor

“Structure and flow are excellent. It is very fast moving so prepare to revisit the printed materials after training.”
Anonymous AE, View Outdoor

“The training layout, flow, and content are arranged in an intuitive way. Day one foundations created aha moments on day two. I came away with a solid, efficient process for identifying clients, route planning, and building the general benefit statement.”
Anonymous AE, View Outdoor · New AE Onboarding, May 2026

Key Outcomes

29.5total training hours delivered across three engagements

The Outcome

The View Outdoor training program produced immediate behavioral commitment from participants across both engagements. When asked what they would change starting Monday, participants named specific, measurable actions:

Brian Sullivan: be more intentional in prospecting, stop dropping cards based on business to board proximity and build a disciplined outreach approach
Greg Hubbard: AI in all processes, pipeline weekly updates, and CRM discipline
Paris Holley: CRM and AI usage start Monday, more intentional in using both
Stephen Fannon: 5 to 7 structured touches per prospect with consistent GBS execution
Mark Benkiel: introspection, inspection, and coaching forums with the team

One participant saved an active renewal during the training itself. Another identified pipeline math as a gap that had been glossed over in initial onboarding and immediately committed to building tracking and reporting systems.

For View Outdoor, the impact extends beyond any single program. By building a repeatable onboarding and training system, one that brings new AEs into the same knowledge base and advances the full team’s execution, Mark Benkiel is investing in infrastructure that compounds. Every new hire enters sales ready. Every returning participant carries a sharper framework. The sales team grows without starting over.

Across three engagements and 29.5 total training hours, Graviss Marketing delivered a structured, phased program that takes View Outdoor’s AEs from zero OOH context to consultative execution and keeps the standard high as the team scales.

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