Lindsay Keller has a valid point. The operations manager for The Swenson Group (TSG) in Livermore, California, points out there’s no lack of meetings, programs, webinars and consultative opportunities for office industry professionals engaged in sales and finance. In her world of operations, she often found such initiatives that could help her elevate her performance to the next level.
Fortunately, that has changed. By participating in Konica Minolta’s Step Together program that supports female leadership/development, and various other dealer events, she’s been able to touch base with similar operations professionals. Being able to network and swap stories regarding her experiences, Keller has opened a broader network she can tap into when needed.
“It has been invaluable to connect with various dealers, both similar and different from ours, and to share best practices, advice, war stories and victories,” said Keller, a 2023 ENX Magazine Difference Maker. “Along with plenty of laughs.”
Keller certainly gives the impression of being a people person. In her operations role, she gets to work with a tight-knit team motivated in problem-solving. In tackling problems new (and lingering), the TSG team has become more like a family to her.
Simultaneously, Keller can pivot and assume the same strategic tack employed by President Dean Swenson—she’s often referred to as his “right arm, and sometimes left.” Thinking like a president, Keller notes, provides a big-picture perspective that benefits TSG on a broader level.
“I can look at the business from a very high level and apply my experience and what I have learned from my mentors to make decisions and execute plans that are in the best interest of the company, clients and employees, knowing we can’t always please everybody,” she added.
Her 13-year odyssey with TSG began in 2009, right in the teeth of the Great Recession. Her husband had recently been laid off, and she was raising her first child, then a 1-year-old. While the office dealer space hadn’t appeared on her radar as such, she wanted to find a position that could leverage her talents and produce positive results.
Destiny’s Calling
While Keller initially began as a sales rep, Swenson thought she had a different calling. She’s served a variety of roles: CRM administrator, lead sales support, pricing coordinator and finance company liaison. Quarterbacking operations, it seemed, fit her perfectly. In 2015, she was promoted to the company’s leadership team, which left her feeling “equally honored, thrilled and terrified.”
In TSG, she’s truly found a professional home. “It was one of the best decisions I could have made and it felt entirely unplanned,” she said.
Swenson has played a key role in Keller’s development and she counts him among her greatest influences. Outside of the organization, GreatAmerica’s Sally Brause has provided a wealth of insights into the worlds of hiring and recruiting.
“She also supports our business running on Traction as our EOS implementer,” Keller noted of Brause. “We meet with her as a leadership team quarterly and her experience and guidance in our industry is invaluable.”
Pushing Forward
The 2022 campaign proved to be a blessing for TSG on the heels of the pandemic, with the dealer writing an abundance of new orders. Despite the supply chain snafu creating a glut of backorders. TSG was able to get enough allocation, which led to its best year in terms of sales, according to Keller. Significant investments helped modernize TSG, while tools such as ZoomInfo and HubSpot helped attack a broader prospect range with more targeted messaging.
The tools and investments are projected to make 2023 a banner year for TSG. “Sometimes it feels like running through mud, but we celebrate the progress and know it’s what we need to continue to grow and stay relevant in a modern marketplace,” she said.
On the personal front, Keller is a single mother to three girls (Katy, Karly and Kolette). The trio keeps her constantly on the move between competitive gymnastics and volleyball. Summers mean boating on the lake for the Kellers, while “anywhere warm” is the ideal choice during the winter. Keller is a huge Orangetheory Fitness enthusiast and can often be found there at 5 a.m., making her workout count.
Keller loves nothing more than being off the grid and indulging in a long hike (“my happy place”). The family recently relocated to Boise, Idaho, which offers a rich array of outdoor activities and fine dining. “I am always looking for ways to further my fitness goals, parenting skills and grow my personal relationships,” she said. “The goal is always balance and progress.”
