--- title: CAI California Rep Group Onboarding — 20–30 Person Launch type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-20-cai-sales-rep-portal-124164580.md tags: - client-cai - onboarding - california - rep-management - sales-portal layer: 2 client_source: null industry_context: null transferable: true --- # CAI California Rep Group Onboarding — 20–30 Person Launch ## Overview Citrus America is onboarding a new California rep group of approximately 20–30 people, referred by a high-value dealer contact. This group was recommended directly by the dealer — who told them to engage CAI — making this a warm introduction rather than a cold pitch. A Tuesday kickoff meeting is the immediate milestone. The sales rep portal is a supporting tool for that meeting and for ongoing rep enablement. California has historically been a difficult market for CAI, with multiple rep group changes over the years. This onboarding is considered a high-priority opportunity. Related session: [[wiki/clients/cai/meetings/2026-04-05-cai-sales-rep-portal-review.md]] --- ## Key Contacts | Name | Role | Notes | |---|---|---| | Brian Framson | CAI — primary contact | Leading Tuesday kickoff | | Jacob Framson | CAI — sales support | Attending kickoff | | Gabriel Samano | New CA partner — COO | Point of contact for rep list | | Valerie (last name TBD) | New CA partner — team | May send rep list on Brian's behalf | --- ## Onboarding Strategy ### The Core Challenge New rep groups carry large brands (e.g., Rationale, Middleby) that generate millions in revenue. A juicer line selling $100k/year at ~10% commission produces only ~$10k — not enough to compete for rep attention. The onboarding pitch must reframe the opportunity as meaningful and growing. ### Positioning Approach - **Year 1 target:** $500,000 in sales - **Year 2 target:** $1,000,000 in sales - Framing: "We're not paying your mortgage yet, but we want to make your car payment" — position CAI as a meaningful secondary revenue stream with upside - Emphasize that CAI is there to guide reps toward success, not just hand them a catalog ### Loaner Unit as a Hook A **$10,000 juicer loaner unit** is available to the rep group. Key talking points: - Brings foot traffic to trade show booths - Demonstrates product in a live setting - Differentiates engaged reps from passive ones (historically, reps who use the loaner unit perform; those who cite weight/logistics as barriers tend not to) --- ## Tuesday Kickoff Meeting Plan The meeting is not a pitch — the group is already signed up. The goal is to get them **excited and equipped**. ### Agenda Notes (Brian's working script) 1. Frame the revenue opportunity ($500k → $1M trajectory) 2. Introduce the loaner unit as a trade show asset 3. Brief portal walkthrough — "here's what's available to you when you need it" 4. Brief website overview > The portal section should be **short** (1–2 minutes) — enough to show it exists and is useful, not a deep dive. ### Pre-Kickoff Requirements - [ ] Brian to call Gabriel Samano before Tuesday to request a full rep list (names, emails, titles) - [ ] Melissa to prepare onboarding email template (from Brian) ready to send Monday or Tuesday - [ ] Portal restructuring and contact info updates completed before Tuesday if possible --- ## Portal Role in Onboarding The portal is positioned as an **always-available resource** — reps don't need to memorize it, but they should know it exists and where to find what they need. For a large, sophisticated rep group with their own marketing department, the portal's downloadable assets (flyers, spec sheets, dealer materials) may be used as source material for their own branded collateral. See: [[wiki/knowledge/client-management/cai-sales-rep-portal-restructuring.md]] for the full portal overhaul plan. ### Key Portal Assets for New Reps - POS flyers and dealer outreach materials - Product spec sheets and manuals - Training sign-up form - Leasing commercial application - Warranty and social proof forms - New customer setup forms (to be added) - Product training videos (link fix required before Tuesday) --- ## Action Items ### Brian - [ ] Call Gabriel Samano — request rep list (names, emails, titles) for Monday/Tuesday onboarding blast - [ ] Send Melissa proposed portal structure (section outline) - [ ] Send Melissa new headshots: Brian, Jacob, Miriam ### Melissa - [ ] Prepare onboarding email template attributed to Brian (replace Jay throughout) - [ ] Implement portal restructuring before Tuesday kickoff if timeline allows - [ ] Fix broken "Training Videos" link on product pages (e.g., SSB-ATS) - [ ] Update portal contact section with new photos and Brian's details - [ ] Update user list: Andrew (Premier → `andrew@alliancefse.com`), delete Rogelio and Bill Flannery - [ ] Confirm rep accounts are scoped to public portal only (not admin backend) --- ## Background: Why California Has Been Hard > "Over the past couple of years, we've been through reps — in Northern California, a couple, and in Southern California, even more." — Brian Framson The pattern: rep groups with dominant brands (Middleby, Rationale) deprioritize smaller lines unless they see a clear path to meaningful commission. Previous CAI rep groups in California either underperformed or dissolved. This new group came in through a trusted dealer referral, which is a meaningfully different starting point. --- ## Related - [[wiki/clients/cai/_index.md]] - [[wiki/clients/cai/meetings/2026-04-05-cai-sales-rep-portal-review.md]] - [[wiki/knowledge/client-management/cai-sales-rep-portal-restructuring.md]]