Leading the Charge: Tim Dillon on Transforming Digital Signage Sales
We’re thrilled to welcome Tim Dillon as TouchSource’s new Chief Sales Officer! Tim brings a powerhouse mix of leadership, strategy, and a passion for customer success. His superpower? Leading teams of solution experts to deeply understand customers and drive real business outcomes. To kick things off, we sat down with Tim to discuss his sales philosophy, what excites him about 2025, and—yes—a bit of hockey talk.
A New Era in Digital Signage
Q: What inspired you to join the digital signage technology industry, and why now?
Tim Dillon:
“The digital signage industry is at a fascinating turning point. Today, whether in corporate offices, medical centers, government facilities, or retail malls, people expect engaging, interactive experiences. I was drawn to this field because transforming static, even printed, signage into dynamic digital displays is revolutionizing user engagement and delivering exceptional value to building owners..”
Digital signage is not just evolving—it’s reinventing how audiences interact with their environments, creating immersive experiences that drive value across the board.
Early Excitement at TouchSource
Q: What’s the most unexpected or exciting thing you’ve learned in your first 90 days at TouchSource?
Tim Dillon:
“What excites me the most is the strong interest from buyers in advertising on digital signage. By monetizing the traffic in office buildings, MOBs, and malls, what was once seen as an expense is now a lucrative revenue generator—one that also enriches the visitor experience.”
This shift turns a traditional cost center into a revenue powerhouse, transforming how space owners capitalize on their assets.
Aligning Sales with Buyer Needs
Q: Why is it crucial for sales teams to align with a buyer’s internal process instead of just selling a solution?
Tim Dillon:
“A seller’s role is to solve problems, and the best sellers become trusted voices within their buyers’ organizations. By aligning with internal processes, speaking the buyer’s language, and supporting their goals, you unlock genuine value throughout the sales cycle.”
Successful selling isn’t about the pitch—it’s about building trust and embedding solutions into the fabric of the buyer’s organization.
The Power of ‘Selling With’
Q: We hear that ‘Selling With’ is one of your favorite books. How does that approach apply to the digital signage industry?
Tim Dillon:
“My favorite part of ‘Selling With’ is the idea that most of the persuasion happens offstage—between the champion and the economic buyer, even when the seller isn’t present. In the digital signage industry, where multiple layers (property managers, owners, tenants) stand between your champion and a closed project, collaborating to build strong, relatable business cases creates trust and drives value throughout the buying cycle—ultimately leading to a standout purchasing experience.”
This offstage influence is key in a multi-layered industry, where crafting compelling business cases builds long-term trust and propels successful projects.
Uncovering the Real Need
Q: Can you share a real-world example where understanding a buyer’s internal business case made all the difference in finding the right vision match with TouchSource?
Tim Dillon:
“I’m a big fan of the ‘5 whys’ approach—keep asking why until the real challenge surfaces. For example, a MOB management company once came to us saying they needed a digital directory listing all the practices in their building. Through a few rounds of ‘why,’ we uncovered that their real need was to help patients navigate a confusing building and arrive at their appointments on time. We developed a directory with integrated wayfinding, and the result was clear: happier practices, punctual appointments, and less stressed patients.”
By digging deeper, Tim’s team was able to turn a basic directory request into a comprehensive solution that truly improved the user experience.
Bonus Round: Hockey Talk
Q: What are your predictions for the Colorado Avalanche in this year’s Stanley Cup playoffs?
Tim Dillon:
“With the way they revamped the lineup, adding amazing goaltending and depth on all lines (Marty Nečas was a great addition) – I see them making a long run in the playoffs. Hoist The Cup? It’s so hard, but they have a great chance this year!”
A nod to his passion for hockey, Tim’s optimism on the Avalanche mirrors his forward-thinking approach in sales.
Conclusion
Tim Dillon’s insights shine a light on the evolving dynamics of digital signage sales. From transforming static displays into interactive experiences to aligning with the true needs of buyers, his vision for the future is both strategic and inspiring. Stay tuned for more insights as Tim continues to lead the charge in reshaping the digital signage landscape.