Teaching people how to sell is a massive industry.
Companies spend an estimated $70 billion annually on sales training in the U.S, according to Coherent Marketing Insights. There are thousands of courses, speakers, seminars, books and more that all have the same intent: to teach sales people how to close deals.
But for Daniel Cueto, sales training and enablement manager at Procare Solutions, it comes down to one idea.
“Slow down and focus on the ‘why’ behind your conversations,” Cueto said. “Prospecting isn’t about rushing through calls, it’s about understanding what a lead truly needs and where you can create real value.”
Built In spoke with Cueto about how he and his team focus on finding the biggest problems in their customers’ day and offering a solution.
Procare Solutions provides products and services that support the care, safety and education of children.
How do you find qualified leads consistently in your sales role? How many steps do you take to get to that first conversation?
At Procare Solutions, we believe the key to success is consistency in how we engage with people. Whether working with prospective customers or existing ones, we focus on understanding their challenges and delivering solutions tailored to their specific needs.
For us, generating qualified leads is about more than compiling a list of names. It begins with the way we approach the conversation itself. Our revenue operations team excels at creating opportunities but what truly sets us apart is our dedication to training sales representatives to go deeper. We teach our team to research each center, uncover insights that spark dialogue and take a consultative approach to address their needs.
A great example is when a sales representative noticed a child care center had challenges with lengthy check-in lines. Instead of a generic sales pitch, they began with thoughtful questions to explore how the center handled busy periods and managed parent expectations. This opened the door to a conversation about efficiency and safety — areas where Procare delivers exceptional value. We don’t just sell Procare — we practice consultative selling, building trust and meaningful conversations.
Have you ever been in a slow period for lead generation? How do you keep yourself motivated to perform when things aren’t moving as quickly as they should?
Seasonality in the child care industry impacts our business, which is why we are committed to ensuring our customers have the tools and insights they need to prepare for their busiest seasons.
Every sales team has slow seasons, and child care is no different, especially around holidays and once the school year is in motion. What we’ve learned is that these are the times when training and preparation matter most. We use those moments to sharpen our skills, practice discovery and focus on aligning our message with what centers need most during that time.
For example, we focus on training in product knowledge, sharing best practices and conducting additional call coaching sessions. This ensures we’re solving the real problems centers are facing right now. From a motivation standpoint, we lean heavily on our culture. Our team thrives on celebrating small wins and encouraging one another to keep the pipeline moving. This approach has allowed us to transform new reps — some entirely new to sales — into success stories.
“Our team thrives on celebrating small wins and encouraging one another to keep the pipeline moving.”
If you could give one piece of advice to a new sales rep working on finding qualified leads, what would you say? What advice would you give to a greener version of yourself?
The best advice we give any new rep is simple: slow down and focus on the ‘why’ behind your conversations. Prospecting isn’t about rushing through calls, it’s about understanding what a lead truly needs and where you can create real value. That’s how you build trust and lasting relationships.
If we could go back and give advice to our greener selves, we’d say the same thing we tell every new hire. ‘Join a company that will invest in you.’ That’s what we love about Procare. We don’t just hand someone a headset and a script. Through our sales academy, we give every rep — whether they’re new to sales or just new to the industry — the tools, coaching and confidence to succeed. And when you combine that level of preparation with a proven product like ours, success isn’t just possible, it’s expected.
