Our Core Principles

Since our founding in 2006 we have learned a lot and have grown a lot. Along the way we have established what we call Dakota-isms, which are our core principles that we live by. These are unique to us and what we come back to day in and day out as we operate the business.

Each Dakota-ism identifies, in our own words, a key principle that defines how we operate. What makes these fun is that by living by them it keeps us honest and everyone knows when they get off track a Dakota-ism will get you back on track.

Our Core Principles


Focus On What Matters Most

This principle is all about creating alignment with upper management and your boss, which will lead to proper expectations. At Dakota, we do this through having a plan in place everyday so that on any given day you come into the office you already know what you’re doing. Prioritizing and focusing on exactly what matters most are key to helping you set expectations for yourself.


Focus On What You Can Control

There are a lot of things going on that we as sales people can’t control: the state of the market, the weather, the outcome of your favorite team’s most recent game. These can get in the way of your day to day, but the goal is to focus on what you can control: setting meetings, diligently following up, and becoming a master messenger.


Walk The 8 Feet

This originated back in 2006, in our original office, where everyone was relatively close together — roughly eight feet apart. Walking the 8 feet means tapping into the collective knowledge of the team. Never be afraid to get up and ask questions.


Don't Go Cowboy

At Dakota, we work as a team. In a sales parlance, this means always touching base on what everyone is working on. Don’t keep opportunities to yourself — share them with the team. By not sharing what you’re doing, you’ll never know who might have key experience needed to help you through this opportunity. Put everything on the table, and share information. Don’t go off on your own.


Throw Your Hat Over The Wall

Sometimes the most important thing is just to get started. This means forcing yourself into action by throwing your hat over the wall. To get the metaphorical hat, you have to climb the wall and get it. Overcome the obstacles in front of you and just do it.


Get To Yes

There are no nos at Dakota. We find a way to come together and get to yes.


Know Who To Call On

At Dakota, it’s our goal never to be in the convincing business. Our mantra is to call on people who buy what you sell, because this eliminates a lot of wasted time trying to convince the wrong audience.


Know What To Say— Be A Master Messenger

This means knowing how to bring your firm’s story to life. You never want to spend an hour with someone and have them leave without having a clue what you do. Bring your story to life with passion and your prospects will feel it too.


Have A Killer Follow Up System

Good sales people can get a lot of meetings. They can even tell a great story. However, the follow-up that comes after those meetings is really the mark of a great salesperson. Having a killer follow up system means having an organized plan for following up with your prospects, and never leaving anything to chance.


Have Fun

Have Fun!