Topics Include (but not limited to):
Intentional Inclusion in the Workplace
A leadership-focused conversation on building the best team and workplace culture possible by being intentional in your hiring, training, networking and workplace inclusion. This course will help you think outside of your usual processes.
Growing Your Software Sales
A condensed version of Growing Your Software Sales: Course and Workbook. Perfect for events with technology dealerships and software resellers.
Sell More Software
This conversation is for sales reps looking to differentiate themselves using software solutions. This covers talk tracks for different verticals to identify software needs and advance to the demo and closing stages.
Kristal Cook is a solutions sales and leadership executive and the founder of RockRoot, where she helps technology dealerships build sustainable, recurring revenue through software. Kristal is known for helping organizations move beyond transactional hardware sales and into structured, repeatable software growth. She specializes in aligning leadership, simplifying sales processes, and creating practical strategies that increase close rates, expand deal size, and drive long-term customer value.
With nine years of experience supporting OEMs and independent dealer channels, Kristal has developed a reputation for turning software from an afterthought into a core revenue driver. Her approach focuses on building clear sales and marketing strategies, strengthening sales leadership, and equipping teams with the tools and confidence needed to successfully sell and support software solutions.
Kristal’s leadership style is grounded in real-world experience. She began her career in operations and training in the restaurant industry at just 15, quickly advancing to a regional hospitality trainer by 17. While completing her degree, she continued to build her leadership skills as an Assistant Manager before stepping into a General Manager role after graduation, where she led a team of over 50 employees at a newly acquired location. That early, hands-on experience continues to shape her practical, people-first approach to helping organizations grow and scale.
Kristal lives in Little Rock, Arkansas with her husband Brent and they have one daughter. The Cooks enjoy visiting state parks, the theater, art museums and the beach, so they travel as much as they can. She also dedicates time to supporting Multiple Sclerosis research and organizations that serve survivors of domestic abuse.
