Bruce Frandsen

Enthusiast
DISC Type : i

Retired at none

Greater Kalamazoo Area, United States

Overview

Bruce is a retired clean energy executive with over 40 years of experience, notably as Director of Global Renewable Energy at Equinix. He was instrumental in building the team that drove the company to 96% renewable energy usage across its global data centers. He holds a BS from South Dakota Mines.

Outside of his primary career, Bruce has a long-standing interest in leadership and communication, having earned the Distinguished Toastmaster (DTM) award, the highest recognition in the Toastmasters International program. He also follows market news from The Wall Street Journal and CNBC.

Unique fact: He played a key role in making Equinix the first company in its industry to publicly commit to a goal of 100% clean and renewable power.

Personality Overview

Non-Confrontational

Amiable & Agreeable

Optimistic

They agree with others often, so exercise caution when relying on their word.  Unlike D or C types, they are convinced more by stories and testimonials. They prefer to build relationships rather than staying totally transactional.

Topics They Care About

Renewable Energy Strategy
Led Equinix's global strategy to achieve 96% renewable energy by 2024 across 270 data centers, demonstrating expertise in large-scale implementation.
Clean Energy Procurement
Has shared expert advice on complex energy procurement mechanisms like Power Purchase Agreements (PPAs) and using surety bonds to facilitate deals.
Sustainable Infrastructure
Showcased projects using data center waste heat for community resources, highlighting a commitment to creating sustainable and efficient infrastructure.

Media Appearances

Bruce has no verified media appearances

Work History

10-2025
Retired at none
3-2020 - 10-2025
Director Global Renewable Energy and Cleantech at Equinix
2-2015 - 3-2020
Director - Global Utilities and Sustainability at Equinix
Client Manager at Schneider Electric Energy & Sustainability Services
Facilities Engineering Manager at Perrigo

Education

1978 - 1982
BS from South Dakota Mines

More Information

Social Presence :

Prographics :

Exp : 10 Location : Greater Kalamazoo Area, United States Job Level : Middle Designation : Retired at none
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Insights For Selling To Bruce

During A Call Or A Meeting

DO's

  • Compliment them about their personality if you get a chance
  • Refer to interesting customer testimonials and stress on great customer experience
  • Invite them for a lunch or a drink/coffee

DONT's

  • Avoid overloading them with too much information
  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time
  • Don't be critical or challenge them openly, they can react defensively

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bruce is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Bruce

  • They probably won't say no directly.


Insights For Deal Planning

    How fast (or slow) will Bruce move?

  • They are not the ones to make fast decisions, even while they stay committed.
  • Can Bruce take some risk or not?

  • They can take some low-probability risks if needed.

You And Bruce

Personality Compatibility


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