How a 100-Year-Old Generator Distributor Increased Close Rates by 15%

Nixon Power rarely sells to one person. A single generator deal can touch a plant manager, a facilities engineer, and a finance lead who doesn’t show up until the deal is nearly signed. Across 20 locations and 325+ team members, three recurring stakeholder problems kept derailing pitches:

• •The silent economic buyer who appeared at the eleventh hour, after the pitch had already been built around the wrong priorities.
• •The technical evaluator who came in with rigid, hard-to-anticipate requirements that reps weren't prepared to answer.
• •The internal influencer who wasn't engaged early enough to build support before the final decision was made.

Fixing this one rep at a time, through manager 1:1s alone, wasn’t going to scale across a sales team this size. Nixon Power needed a systematic, repeatable way to prepare every rep for every stakeholder — not just the ones already selling well.

Nixon Power rolled out Dextego’s AI coaching platform so reps could rehearse the real conversation before it happened — not review it afterward. Ahead of high-stakes calls, reps used Dextego to practice script adherence, objection handling, and stakeholder-specific messaging with a consultative approach built for exactly this kind of complex sale.

The impact went beyond individual pitches:

• •Consistent messaging across the entire sales team, so Nixon Power's value proposition held up no matter which rep was in the room.
• •Faster knowledge transfer as senior reps' hard-won instincts became practice scenarios newer team members could learn from directly.
• •Rep self-awareness as reps got direct, data-backed feedback on where they were strong and where they needed work.
• •Targeted coaching once performance analytics surfaced shared gaps across the team — like consistent difficulty justifying price increases — letting managers coach the real problem instead of guessing.
• •Coachability data gave managers a read on how receptive each rep was to feedback, so coaching style could match the person.

Since rolling out Dextego, Nixon Power has seen a 20% improvement in pitch delivery, a 15% increase in close rates, and deals closing 25% faster without adding headcount or pulling reps off the field for training.

Nixon Power built Dextego into how the sales organization operates day to day, not as a one-time training push:

• •Weekly executive reviews of Dextego insights inform strategic decisions and resource allocation.
• •A performance recognition framework ties recognition to measurable coaching improvements, not just closed deals.
• •A closed-loop feedback process routes frontline feedback into quarterly enablement updates through cross-functional working groups, AI-powered trend analysis, and real-time coaching adjustments.

The result is a self-reinforcing cycle: data informs strategy, recognition motivates reps, and frontline feedback keeps sharpening the coaching itself.