Kevin Orth

Go-getter
DISC Type : d

Vice President Sales at Cree Lighting

Racine, Wisconsin, United States

Overview

Kevin Orth is the Vice President of Sales at Cree Lighting, leveraging extensive experience in the lighting and water solutions industries. A leader in sales and customer experience, he has a history of driving revenue and market expansion. He holds a BA from the University of Wisconsin-Madison and an Executive MBA.

Outside of his corporate role, Kevin is deeply involved in his community. He has served as Vice Chairman on an endowment and investment committee for over seven years and has previously held board positions with the local YMCA and his parish council, demonstrating a strong commitment to service.

Unique fact: He has dedicated many years to community leadership, including significant roles in financial oversight for non-profit and parish endowments.

Personality Overview

Challenger

Vision Oriented

Direct & Candid

They don’t always try to control the conversation but neither do they like yielding it fully.  They respond well to confident salespeople. They care equally about the product and its potential impact.

Topics They Care About

Sales Leadership
He has a long track record of leading sales teams and programs that successfully grow top-line sales and profitability in the lighting industry.
Lighting Technology
Actively promotes the latest innovations in lighting, such as new solutions for visual comfort and illumination control, as part of his role at Cree Lighting.
Customer Experience
Previously served as Vice President of Customer Experience at Cree Lighting and Senior Director at Zurn Elkay, showing a focus on the full customer lifecycle.

Media Appearances

Kevin Orth, VP of Sales With Us 28 years. Featured in Cree Lighting – Insights

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Kevin Orth — Vice President Sales at Cree. Featured in Comparably

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Work History

1-2024
Vice President Sales at Cree Lighting
12-2022 - 1-2024
Senior Director Customer Experience at Zurn Elkay Water Solutions
12-2022
Vice President Customer Experience at Cree Lighting
Vice President Sales at Cree
Vice President of Sales at Ruud Lighting/BetaLED

Education

1989 - 1992
BA from University of Wisconsin-Madison
2006 - 2008
Executive MBA 2008 from Lubar College of Business

More Information

Social Presence :

Prographics :

Exp : 3 Location : Racine, Wisconsin, United States Job Level : Senior Designation : Vice President Sales at Cree Lighting
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Insights For Selling To Kevin

During A Call Or A Meeting

DO's

  • Tell them that you are there to help them create visible impact within their organization
  • Stress on the business value that your product offers
  • Refer to testimonials from others in similar positions

DONT's

  • Don't try too hard to get friendly, let it happen with time
  • Don’t try to be an alpha salesperson, give them equal space
  • Avoid long winding pitches, stay objective

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kevin is

  • Confidence in the product plays an important role, followed by powerful testimonials.
  • Will you ever get a clear answer from Kevin

  • They might hesitate a little, but they will say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Kevin move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Kevin take some risk or not?

  • Once they have analyzed the pros and cons, they can take some risks.

You And Kevin

Personality Compatibility


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