podcast ·Oct 09, 2026

The Follow-Up Formula That Built a Dealer Network Across the U.S. | Leslie Chapus

In Episode 222 of Call The Damn Leads, Drewbie sits down with Leslie Chapus, Founder and President of Zenco Outdoor USA, to discuss the realities of building a business in a new country, developing dealer networks, and mastering long-term sales relationships.

Originally from Europe, Leslie shares how she entered the U.S. construction industry and earned her first major dealer account after a full year of consistent follow-up. She explains why most salespeople abandon opportunities too early, how trust is built through expertise and persistence, and why understanding your ideal customer is essential for growth.

The conversation dives deep into B2B sales strategy, luxury product positioning, territory management, marketing alignment, and the importance of delivering value instead of competing on price.

Whether you're building a dealer network, growing a service business, or trying to improve your sales process, this episode is packed with practical lessons that apply across industries.

Key Takeaways

Most salespeople quit following up long before the prospect is ready to buy.
Building trust requires consistency, expertise, and patience.
Defining your ideal customer is critical for efficient growth.
Luxury products should be sold on value, not price.
Marketing channels must align with your target audience.
Scaling too quickly can destroy quality and customer experience.
Strong systems and processes are more important than adding more people.
Businesses grow faster when they solve complete customer problems.

Connect with Leslie Chapus

YouTube: https://www.youtube.com/channel/UCHKQfuFBQ06XUvKGXbO1u5A
Instagram: https://www.instagram.com/azenco.outdoor/?hl=en
LinkedIn: https://www.linkedin.com/company/azenco-outdoor/
Website: https://azenco-outdoor.com/
Facebook: https://www.facebook.com/share/18FUcfVGVe/?mibextid=wwXIfr

Call The Damn Leads

"By sales professionals, for sales professionals – Tales of your wildest sales stories and tactics to succeed in your sales career across various industries."

Join Drewbie Wilson, a sales veteran with over 20 years of experience, as he brings you insider stories, humor, and actionable strategies to excel in your sales journey.

Your weekly dose of:
• Wild Sales Stories – Lessons from the trenches
• Proven Tactics – Sales strategies that actually work
• Humor – No-BS conversations about selling
• Expert Insights – From professionals across industries

Perfect for sales professionals, entrepreneurs, and business owners looking to turn income into freedom and build long-term leverage.

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More on this: Dave Molenda on why your sales follow-up strategy is failing. New here? Start with what Call The Damn Leads is.

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Frequently Asked Questions

How did Leslie Chapus get her first dealer in the U.S.?

She worked one potential dealer for a full year. It was the middle of COVID, so it was all phone and email, and they weren't sure if Leslie was a man or a woman. She figures they guessed man because she was so technical. When they finally met in person, the questions got a lot more technical. She had the answers. And they told her that with that much knowledge and that much effort, "we can trust you."

How long should you keep following up on a lead?

Way past three calls. Leslie hears it from her dealers all the time: "I called them three times, they didn't answer." Her number is that only 10% of the people on a website have a project ready to go. The rest are looking for inspiration... and they might be your buyer in six months. A $50,000 backyard is like redoing your kitchen. It's a process. You need a CRM and a real follow-up plan to still be there when they're ready.

How do you pick the right customers and marketing channels?

Define your personas first. Leslie's pergolas are a high-end product, so household income decides where her dealers go, and a small town in Oklahoma can't carry as many dealers as Miami. Her buyers mostly run 45 to 65. So even with a presence on TikTok, Facebook is where she pushes. I have this same conversation with real estate agents who swear they'll help anyone buy or sell a home. Pick your lane!

What does selling on value look like with a high-end product?

Leslie tells her dealers, "do not sell a price, sell a value." Start by listening. If someone wants cover from the heat and the rain and doesn't need a roof that opens and closes, show them the high-end model that runs 30% less than the top one. Pitch the most expensive option first and the cheaper one feels like a downgrade. The message has to fit the product too. A Toyota ad leads with the monthly payment. A Lamborghini ad never does.