Skip to content

Soft dB Drives Strategic Expansion Across North America

Soft dB Sales Recruiter

Sound Masking Market Leader Adds U.S. Sales Force, Achieves Outstanding Year Over Year Growth

Recognized as a worldwide leader in its market, Quebec-based Soft dB provides patented technologies and products for sound masking, acoustical consulting, and related services. Since 1996, Soft dB has been optimizing acoustic comfort for business and industrial clients. The company’s sound masking system, SmartSMS-Net, is just one example of its ground-breaking solutions that enable office workers to enjoy more privacy, productivity, and comfort.

“We have been around for more than 20 years, specializing in acoustic vibration, and while our crown jewel is sound masking, we continue to deliver innovation to the market,” shares Co-Owner and Vice President Jeff Cauchon. “We have a special mission at Soft dB and this is reflected through the work of our team, our attention to product quality, and our dedication to customers.”

The company had primarily sold its products through distributors, but this recently changed when product growth drove the need to expand its sales force in the U.S.

“With the tremendous growth our Soft dB products are experiencing, we identified 20 metropolitan areas in the U.S. to stage a strategic expansion. We needed excellent sales managers on the ground in these cities. Our vision was a fast track deployment of our sales force, product line, and turnkey systems in North America. Building an expert sales team in the U.S. was critical.”
– Co-Owner and Vice President Jeff Cauchon


Soft dB partners with Peak Sales Recruiting

With the high stakes of the company’s hiring goals and without internal resources to do the recruiting, Jeff needed to get the hires right the first time. The company made the decision to evaluate recruiting firms.

“We know that finding good sales people is always a challenge, especially for a technical product line and a diverse customer base like ours,” continues Jeff. “We needed a recruiting partner that understands our business, has deep sales experience in the technology sector, and can reach the right people. We also needed someone who would take the time to understand our business and go the extra mile to find very special sales people for us.”

For Jeff, another goal was building a strong sales culture. “We have relied on a great distributor network for many years, but with the future addition of a sales team, we needed to create a great selling environment for our new team. We looked for a recruiting partner who could recognize the nuances of our business and situation, and could help us identify and evaluate candidates with this in mind.”

After interviewing several recruiting firms, Jeff chose Peak Sales Recruiting for its experience in the technology sales market, competitive pricing, and commitment to sales success through the Peak guarantee.

“Mitigating risk by having the right partner was very important for us. We came across Peak Sales Recruiting and we were very impressed and intrigued by the company’s offering. The experience that Peak has working with technology companies that were going through a similar growth stage as Soft dB was really reassuring. We were confident we found the right partner.”


Peak Sales Recruiting puts its tech sector experience to the test

After gaining an understanding of Soft dB’s business, goals, and the sales culture they wanted to build, the Peak team quickly began tapping its proprietary network of candidates to find perfect fits and applying its structured 4-step sales recruiting methodology.  

As Jeff shares, “I was extremely impressed with Peak’s process. We had one point of contact on Peak’s team who took complete ownership of the process and managed deliverables expertly. He understood our business philosophy, our values, and what type of candidates we were looking for as well as our markets.”

“The challenge in the race to hire, is that the business goes on and requires your time. With Peak, we immediately knew we were in good hands and this really helped us focus on our business at the same time,” he says. “We were presented a number of great, qualified candidates and the Peak team extensively screened the candidates, managing first and second interviews, and assessing candidates through their comprehensive process.”


Five hires placed, on track to exceed goals

After successfully placing five hires for Soft dB in Atlanta, New York, San Francisco, Chicago, and Vancouver, B.C., the Peak team is now working on placing hires in three other metropolitan centers.  According to Jeff, his new U.S. team has already made a major impact on a number of fronts.

“We have some real superstars on our team. All of Peak’s hires have either met or exceeded their sales goals. The beautiful thing is they are all contributing to improving our culture at Soft dB.”

Would Soft dB partner with Peak again?  “We have made significant progress toward our sales objectives and I’m very excited about where we are as a business,” shares Jeff.  “I’m also very excited with our partnership with Peak Sales Recruiting and we want this to continue. It has been a great experience and has already delivered many benefits. We now have a structured, well-tuned process for hiring and this is critical as we continue to scale and grow our Soft dB footprint worldwide.”


Are you ready to take your talent acquisition to the next level?  Learn more about Peak’s services or contact us today to recruit top sales talent.


close relpost-thumb-wrapper

Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless. Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner. He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.