Geoff Fender

I've spent the better part of seven years in the Food & Beverage industry, through the bottom of Covid and back up into a booming market. What I've learned along the way is simple, and it's something I really believe in: the best deal is one where both parties come away happy.

I don't sell people things they don't need. Everyone's time, money, and effort matter too much for that. So before I talk product, I want to understand the problem we're really solving. If the solution we land on makes your team money and takes a headache off your plate, we're in business. If it doesn't, I'll say so.

Today I lead key accounts at Gallery Carts, where I've helped scale my team's revenue from $5M toward a projected $12M and opened up entirely new verticals across campus dining, convention centers, and specialty F&B in sports & entertainment venues, K-12, and universities. I run the full cycle, from prospecting through demos, negotiation, and close, and I hold a 30% close rate, comfortably above our company standard of 22%. Mostly, though, I just like staying a trusted advisor to the people I work with long after the contract's signed. My clients are the lifeblood of what I do, and I cherish the relationships I've built along the way.

Away from the pipeline, I'm a Colorado guy: born in Florida, raised here, and most at home outdoors, on the ice playing hockey, or tinkering with cars (I'm a lifelong enthusiast). I actually started college in engineering at Florida Atlantic before swapping over to business, and that technical streak never really left. It's why I sell the way I do: digging into the specs, the ROI, and how a solution actually fits, rather than just pitching it.