A Top AE Speaks: 5 Sales Lessons from Trailhead’s Julie Griffin

When Julie Griffin talks, you listen.

With three decades of experience and a track record as one of Trailhead’s top sales reps, Julie isn’t quoting from a playbook—she’s writing it. In a recent session at Unleashed ’25, Julie shared what really moves the needle in OOH sales: not polished decks or perfect leads, but passion, presence, and relentless follow-through.

Her approach is refreshingly simple: she leads with care, works her market like a local, and turns relationships into repeat business. Whether you’re a new AE or a seasoned seller, Julie’s strategies are worth paying attention to.

Here are five takeaways from her talk that every out-of-home seller should steal.

1. Everyone’s a Lead—Even at the Grocery Store

“If I’m at the grocery store or at dinner, I’m talking billboards. That’s just who I am.” —Julie Griffin

Julie doesn’t wait for leads to come to her—she finds them everywhere. In rural South Georgia, where websites and CRMs aren’t a given, she uses Facebook community groups, local word-of-mouth, and good old-fashioned conversation to source opportunities. Her secret? She’s always on.

Every setting is a potential sales opportunity—not because she’s pushy, but because she genuinely cares. That authenticity makes people open up. And in communities where everyone knows everyone, one conversation can turn into three new referrals without a single cold call.

What to steal:

• Scroll local Facebook groups like you’d scan LinkedIn

• Treat your day-to-day errands as networking

• Let people see how much you love what you do

2. Reputation Is a Sales Strategy

“I wanted to be known as the billboard lady. And I feel like I’ve achieved that.”—Julie Griffin

In small markets, reputation is everything. Julie didn’t just build a book of business—she built a brand. Her name carries weight in South Georgia not because of aggressive marketing tactics, but because of consistent follow-through, responsiveness, and relationships that go deeper than the sale.

She knows that in a community-driven region, word-of-mouth moves faster than any digital campaign. Clients don’t just remember what she sold—they remember how she showed up. Over time, that turns into the kind of inbound momentum most sellers dream about: texts from referrals, repeat buys, and customers who call her first.

What to steal:

• Become a go-to name in your community or segment

• Prioritize follow-through over flash

• Let your clients market you through their referrals

3. Don’t Sell Rate—Sell You

“If it’s just about rate, it’s a race to the bottom.”—Julie Griffin

Julie doesn’t lead with price—and she doesn’t let her prospects, either. Instead, she focuses on value. That means showing up with energy, solutions, and a clear commitment to helping her clients grow their businesses.

When a buyer is comparing billboards, price might get their attention—but it won’t earn their trust. Julie knows that if you don’t bring something meaningful to the table—market insights, genuine care, a problem-solver mindset—then all you’re offering is a number. And someone else will always go lower.

What to steal:

• Shift the conversation from rate to results

• Position yourself as a partner, not a vendor

• Bring your full self into the sale—energy, empathy, and expertise

These Takeaways are from the Unleashed Thought Leadership Series

Each year at Unleashed, we feature voices from across the out-of-home industry—operators, sellers, strategists, and innovators—sharing what’s working in the field right now. This series captures standout insights from those sessions, designed to inspire better thinking and stronger results across your team.

Watch the full session from Unleashed ’25 in Savannah, GA 

4. Urgency Closes Deals

“If you really like it, we only have three days… let’s move forward.”—Julie Griffin

Julie doesn’t manufacture fear—but she doesn’t hide urgency either. Her secret weapon is the assumptive close: she talks like the board already belongs to the buyer. It’s not manipulation—it’s momentum.

When inventory is limited or competition is high, Julie makes sure her clients understand what’s at stake. She positions herself as their advocate, helping them make confident, timely decisions instead of letting opportunities slip. The message is clear: if you want it, let’s act now.

What to steal:

• Use time-sensitive holds to create natural urgency

• Talk like it’s already their board

• Don’t be afraid to lead clients toward a confident yes

5. Know Your Market Like You Live There

“Know what you have available. Know your verticals. Know your people.”—Julie Griffin

Julie doesn’t just know her inventory—she knows her terrain. She knows where her boards are, who’s driving past them, what businesses are growing, and which ones just had a ribbon-cutting. She doesn’t rely on Street View to scout locations—she drives them herself.

That local intelligence builds trust fast. When a buyer hears Julie describe the landscape in detail—the traffic, the brush line, the nearest competitor—they know she’s not guessing. She’s done her homework. And in an industry where geography and timing make or break a sale, that edge matters.

What to steal:

• Walk, drive, and experience your market in person

• Get familiar with upcoming businesses, construction, and growth corridors

• Show your clients that you know their world—sometimes better than they do

Final Thoughts

Julie Griffin proves that great salespeople aren’t made in training—they’re made in the field. Her success doesn’t come from fancy tools or slick presentations. It comes from care, hustle, and a deep knowledge of her market and her clients. If you want to sell like a top AE, take a page out of Julie’s book: be real, be present, and never stop learning.

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