Joe Robanske: Everyone’s Favorite Sales Guy & Outdoorsmen

Knowing your stuff is one thing, but sharing that knowledge with others is what inspires true understanding and success. Many shop owners who have had the pleasure to work alongside someone as experienced as Joe Robanske, Outside Sales Manager for Keystone Canada, can attest to this. Robanske’s career has spanned more than three decades, beginning at a Toyota shop during high school, where he uncovered a passion for rally cars and 4x4s, and progressing into a professional allegiance to the aftermarket.

To this day, Robanske believes “rally car is racing at the purest level. All racing takes skill, but rally incorporates so much more than just a straight line or going around a circle, and with varying degrees of difficulty on terrain, elevation, etc. It’s very exciting to watch and even more so to do,” he said. But working in Jeep-specific shops most of his career, Robanske’s had his share of 4×4 gems—a ’47 CJ2A and a slew of XJs. “I had a little bit of everything, except for a JK,” he laughed.

Additionally, “growing up and living in the foothills of the great Rocky Mountains afforded a lot of outdoor opportunities,” continued Robanske. And so, that appreciation for off-road prowess spilled over into the powersports scene, with an emphasis on quads, UTVs, and marine activities, all of which he personally enjoys on the weekends and during family vacations at a cabin on Lake Koocanusa. “It’s where we appreciate the fruits of our efforts and spend our time decompressing by hiking, fishing, boating, kayaking, and paddle boarding,” he added.

Those That Know, Do.

What’s unmistakable is this: with 25 years of retail experience and 32 years of enthusiast pastimes, Robanske has rightfully earned credibility among shop owners. And today, he serves as an integral link between the wholesale and retail arms of the industry. As the first Keystone employee hired west of Toronto, Canada, Robanske covered a vast geographical region that included British Columbia, Alberta, Saskatchewan, and Manitoba. About the only thing that connects these distinct regions is how very different they are.

It was during these years as an outside sales associate for the western part of Canada that Robanske learned just how diverse each territory is—as well as each customer base. Furthermore, if he (and Keystone at large) was going to be successful in the long haul, then solutions to unique regional challenges would need to be addressed. These included how shops interact with end consumers and just how separated many of these rural brick-and-mortar businesses are from populated areas.

“One thing that separates Canada from the US is the value a jobber places on having large amounts of inventory on hand. Canadians want to service the customer immediately upon entrance,” said Robanske. And because of the depth of inventory on hand, “they have the advantage to close the deal then and there with the right product—fastest moving consumables—on their shelves. But in this sense, sometimes it becomes all about bottom price, and the jobbers don’t place enough value on knowledge, expertise, and service to justify a higher charge,” he continued. Luckily for Canadian customers, Keystone has the depth and breadth of inventory and next-day delivery services required in order to be competitive.

Those That Understand, Teach.

Now, as the Outside Sales Manager, Robanske uses his years of experience to guide the next generation of road-going sales associates, emphasizing the importance of truly listening to customer challenges and providing constructive feedback to encourage growth. For Robanske, he’s been part of said potential firsthand, including a startup shop that moved into a severely underserviced area that, with the help of Keystone, exploded into a full-blown accessory and off-road mecca in a few short years.

“Here’s a guy that used every single tool available to him through Keystone, from inventory position, delivery, and merchandising to marketing programs, promotions, clearance corner deals, and Big Show appearances. He exceeded all expectations by going on to sell the business for a good profit in a depressed economy and has since opened a new shop in another underserviced area,” said Robanske. “I have a soft spot for young entrepreneurs trying to make it. So, I get a lot of enjoyment in seeing new business owners—a mechanic, front counter guy, etc.—cut their teeth in ventures started from scratch. To watch and assist them grow that business into something that becomes more than a Mom-and-Pop shop is very satisfying,” he continued.

That’s the kind of guy you want in your corner, and it’s the kind of professional we’re proud to have on our team.