Do we choose our destiny, or does it come looking for us? The answer may be found in religion or spirituality, but life also offers a random element that sends us hurtling through life on the whims of a feather. It’s much more reassuring to think that we, alone, control our own destiny. The reality is often quite different.
The great unplanned greeted Matt Michael eight years into his career in sales at NorthShore Business Technology, as the company was acquired by Impact Networking. But it wasn’t just a new company name on his paycheck. It was the beginning of a major shift that would see Michael leave the world of sales and assume a critical role in the dealer’s fledgling ecommerce program.
Working in tandem with CEO Frank Cucco and CTO Frank DeGeorge, he exited the comfort zone to help construct Impact Networking’s new division. “After 16 years in the sales bullpen, this has been by far the most rewarding aspect of my new role and given me a renewed purpose at Impact,” said Michael, a 2024 ENX Magazine Difference Maker. “What will always drive me is the blue-collar work ethic my parents instilled in me and my responsibility to make sure I instill the same in my children.”
Being the ecommerce guru for a major Midwestern dealership was an unlikely path for Michael. Upon graduating high school, he worked full time at a local dry cleaner. After becoming a father in his early 20s, Michael sought to carve a different vocational path. That led him to the doorstep of NorthShore Business Technology as an entry-level account representative.
When NorthShore was acquired by Impact Networking, little did Michael realize the wealth of challenges and new experiences that awaited him. Suffice to say, he’s embraced the change.
“I treat business challenges and initiatives with a personal level of responsibility and accountability,” Michael said. “I want the job or deal done correctly and have never been afraid to do the hard work when no one is looking. Clear communication and proper planning in my opinion are the two most important skills that have helped me get things done effectively.”
Two of the biggest influencers during Michael’s career were Denise Beaulier and Rick Ray. They served as sales managers who guided him at very different junctures during his career.
“They showed me first what I wanted to be, and then worked with me to develop the skills it took to get there,” he noted.
There’s no denying that 2023 was a defining year in Michael’s career: switching to ecommerce on July 1 was exhilarating and a leap of faith, given the industry’s slow adoption. Still, Impact’s ecommerce engine generated $500,000 in sales for the final six months of the year. That momentum continued into this year, as equipment pickups and moves have been incorporated into the store, while products such as wide-format devices, scanners and refurbished equipment have been added to the sales menu.
Growing Catalog
Another major goal for 2024 is to incorporate a leasing API in tandem with GreatAmerica Financial Services. Further down the road, likely in 2025, the ecommerce platform will expand into IT products.
In order to take his game to the next level, Michael is looking to bring more business-to-business functionality to ecommerce, in order to address customer needs both simple and complex. Marketing is another focal point.
“Doing proper marketing is an area that we are just now starting to address,” he noted. “Everything we have done up to this point has been brand awareness with current clients.”
On the home front, Michael and his wife, Sharon, have been together for 19 years. They have four children—Bradley, Blake, Corbin and Cassidy—and Simba, the family dog. With three of the kids being 12 and younger, youth sports occupy much of their time between basketball, gymnastics and soccer, as well as music. The Michaels also enjoy hiking, reading, Legos, road trips and spending time with the extended family.
