Maxime Boyer did not receive the presidency of Globocam, a network of dealers specializing in the sale of heavy trucks, on a silver platter. From sales to the human resources department, he rose step by step within the family business.
It was the wish of his father Serge who founded Globocam in 1994.
“If we wanted to join the family business, we had to work outside for at least ten years to build our credibility and learn how to deal with people,” explains Maxime Boyer in his huge office at the Montreal headquarters. -East. Me and my two brothers went our separate ways.”
As a trained accountant, he specialized in mergers and acquisitions. He later became a banker.
In 2016 he wanted to acquire a company. To be sure about his move, he asked his father for advice. However, the latter's reaction would set the course for the rest of his career.
“I wanted to cut my own teeth. “I wanted to put down a down payment, but I didn’t have the money,” Boyer explains. Then he asked me why I didn't look at his company.
“Instead, he gave me a report on the development of Globocam. I saw a lot of opportunities for innovation even though I didn’t know the industry.”
Sell before you manage
When he arrived at Globocam that same year, Maxime was an employee like any other. Skipping the steps is out of the question. He began his rise to become a sales representative.
“I saw many opportunities for innovation, even if I didn’t know the industry” Mathieu Boulay – Le Journal de Montréal
“My father told me that if I didn't understand the product, I wouldn't be able to understand the company well. Within the first year, I became a certified salesperson for both brands we sell (Freightliner and Western Star).
“I observed conversations with buyers to learn more about the specifics of our product. I had to learn the entire sales process.”
During these months he has adapted to the needs of customers. He realized that customer service was essential.
“When they come to one of our workshops, I have to be available, I have to quickly diagnose and fix the problem. The customer loses money every second his truck is in my garage.”
Significant expansion
Maxime Boyer continued his training in the company's other departments until he became President in 2022.
Since the beginning of his reign, Globocam has taken its sales to new levels (increasing between 200 and 400% per year) while opening six new dealers in Quebec. The number of employees increased from 300 to 550. It's not nothing.
“I try to have service points for our customers on the go,” explains the 44-year-old entrepreneur. When they arrive at a Globocam, their customer file is on our computers. We try to have the same recipe, the same image everywhere. It's a big challenge.
“It will take several years for our dealers to increase their level of excellence and consistency. A smooth transition must avoid resistance to change.”