Press release from the issuing company:
Kristal Cook, an experienced technology channel professional and long-time advocate for copier dealerships, has launched RockRoot: a new dealer-first solutions leadership service designed to help dealerships confidently sell and support business software solutions.
A first-generation high school and college graduate, Cook has built her career on relationships, leadership, and a commitment to helping businesses succeed. She began working at age 15 with Western Sizzlin and became a corporate trainer by 17, all while completing high school and earning her degree. Cook graduated from the University of Arkansas at Little Rock with a BA in marketing and a minor in professional selling. Following graduation, she was offered a General Manager position with Western Sizzlin, where she gained valuable leadership and operational experience before transitioning careers to better align with family priorities.
In 2017, Cook joined ACDI as a business development representative under the mentorship of Casey Cobb. Over the next several years, she held multiple sales roles, supported dealerships across nearly every U.S. territory, and developed deep relationships throughout the dealer channel. Working with both named and inside accounts, Cook gained firsthand insight into how dealerships operate and the challenges they face when selling software.
“Small and medium-sized dealerships want to grow software sales, but many don’t have the resources to hire a full-time solutions director,” explained Cook, who serves as RockRoot’s CEO. “Without dedicated leadership, it’s difficult for sales teams to stay trained, focused, and consistent. I want to help those dealerships be competitive in the market and grow their revenue. ”
That realization led Cook to launch a virtual solutions director service created specifically for copier and technology dealerships. The offering provides hands-on expertise in key areas including leadership alignment, portfolio evaluation, vendor coordination, sales enablement, installation oversight, and customer success. Through this model, dealerships receive:
The service is built around Cook’s signature, dealer-first approach, a philosophy focused on understanding what matters most to each dealership and aligning software strategy to help them meet KPIs, goals, and market priorities. RockRoot’s solutions director services are designed for technology dealerships that want to expand beyond hardware sales and build profitable, recurring software revenue streams, without the expense of hiring a full-time internal resource.
With deep industry relationships, practical experience, and a passion for helping dealers succeed, Cook is bringing
structured, results driven solutions leadership to dealerships nationwide.
