Dan Lake

Enigma
DISC Type : dci

Chief Revenue Officer (CRO) at Tax Equity Professionals

Delta, Utah, United States

Overview

Dan Lake is the Chief Revenue Officer at Tax Equity Professionals, where he specializes in delivering tax strategies to reduce liabilities and create revenue streams for clients. With a background as CEO at Axess Energy and Smart Solar, he has extensive leadership experience in the energy and solar sectors. He holds an associates degree from Snow College.

Dan is an ambitious and teachable leader with a strong moral character, always eager to learn from competent individuals. A notable personal skill is his semi-fluency in Spanish, which complements his excellent communication abilities and detail-oriented approach to his professional responsibilities.

His career shows a unique transition from being the CEO of a pest control company to a key executive in the renewable energy and tax strategy industries.

Personality Overview

Hard To Convince

Persuasive & Assertive

Fast Follower

They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information. They are generally strong communicators and are not easy to convince.

Topics They Care About

Solar Tax Credits
His recent activity focuses on how high-income earners can use solar tax credit partnerships to significantly reduce their tax liability, even late in the year.
Tax Equity
As CRO of Tax Equity Professionals, his work centers on creating and implementing advanced tax strategies that turn liabilities into income opportunities for clients.
Commercial Solar
His previous role as CEO of Axess Energy was at the intersection of tax equity and commercial solar, indicating deep expertise in this area.

Media Appearances

Dan has no verified media appearances

Work History

1-2022
Chief Revenue Officer (CRO) at Tax Equity Professionals
1-2020 - 9-2025
VP of Sales at Tax Equity Professionals
7-2017 - 9-2025
Chief Executive Officer at Axess Energy
6-2014 - 8-2024
CEO at Smart Solar
8-2010 - 10-2015
CEO at Next Generation Pest Control

Education

2002 - 2006
with; Associates degree from Snow College
Education details unavailable from Delta high school

More Information

Social Presence :

Prographics :

Exp : 29 Location : Delta, Utah, United States Job Level : Leadership Designation : Chief Revenue Officer (CRO) at Tax Equity Professionals
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Insights For Selling To Dan

During A Call Or A Meeting

DO's

  • Use phrases like ‘clear evidence’, ‘data-based results’ etc.
  • Let them lead the discussion, create opportunities for them to speak if they are not very forthcoming
  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary

DONT's

  • Avoid long presentations and just 'high-level' value proposition, dive into the details
  • Avoid making offhand commitments, understand the root of their concerns first
  • Don’t rely excessively on your relationship with them to win the deal even if you come to form one

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Dan is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Dan

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Dan move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Dan take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Dan

Personality Compatibility


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