Keith Larson

Critic
DISC Type : C

Senior Account Executive at CHESA

Detroit Metropolitan Area, United States

Overview

Keith Larson is a Senior Account Executive for the Central US at CHESA, leveraging extensive experience from sales management roles at Quantum and VTP. He specializes in account management and business development within the media technology sector, holding a certification in Negotiating Mastery and a degree in Fine Arts from Columbia College Chicago.

Outside of his direct role, Keith is an active participant in the media technology community. He frequently promotes and attends industry events such as NAB NY and the Rocky Mountain Media User Group, encouraging his network to connect and engage at these gatherings.

He combines a creative background in Fine Arts with a highly successful career in technical sales.

Personality Overview

ROI Driven

Information Seeker

Critic

They prefer to do logical analysis and value evidence over emotions.  It is very likely that they will negotiate pricing or other important terms. Unless the value is proven by data, they are unlikely to value fancy features.

Topics They Care About

Media Workflows
He posts about attending industry events focused on Media Asset Management and workflows, showing his engagement in this specific area.
Industry Networking
Actively encourages his network to attend events like NAB NY and user group meetings, demonstrating the value he places on professional connections.
Company Culture
Shared a post about working at a "great company with great people, " indicating that a positive work environment is important to him.

Media Appearances

CHESA Hires Industry Veteran Keith Larson to Head Up Sales for the Central US Region. Featured in CHESA Press Room

See Now

Work History

3-2022
Senior Account Executive at CHESA
7-2016 - 3-2022
Regional Sales Manager at Quantum
2010 - 2016
National Sales Manager at VTP
1998 - 2010
Regional Sales Manager at Midwest Media Group

Education

Fine Arts from Columbia College Chicago
Education details unavailable from Southern Illinois University, Carbondale

More Information

Social Presence :

Prographics :

Exp : 28 Location : Detroit Metropolitan Area, United States Job Level : N/A Designation : Senior Account Executive at CHESA
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Insights For Selling To Keith

During A Call Or A Meeting

DO's

  • Be formal and objective, they will appreciate it more
  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Make extra effort to not seem pushy or confrontational

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Keith is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Keith

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Keith move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Keith take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Keith

Personality Compatibility


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