CANVEC | Behind The Growth: Interview With Miguel, Sales Director
At CANVEC, each team member brings their own story, experience, and vision to the job. Miguel, our sales director, is a perfect example. With over 15 years of experience in transportation—and a career that began far from this field—he has combined his skills in operations and sales to build strong customer relationships across the country.
In this interview conducted by CANVEC, he shares his journey, his perspective on market developments, and his vision for the future of transportation.
Question: Miguel, you have a rather unusual background in transportation. Tell us how it all started.
Miguel: I studied marketing, worked in fashion, and quickly realized that it wasn’t for me. In Ontario, I stumbled into the transportation industry… and never left. I’ve been in this world for over 15 years now, working in both operations and sales.
Question: You seem comfortable in both areas. Why is this duality important?
Miguel: Because in our industry, understanding operations makes you ten times better at sales. When a customer tells you about a trailer or tire problem, you need to know what they’re talking about. That’s what allows me today to support the teams accurately, build strong relationships… and deliver on our promises.
Question: How is your team structured at CANVEC?
Miguel: We operate as a single Canada-wide team. Our representatives are based in various locations—Montreal, Ontario—but we cover the entire country. The customer has a single point of contact, which is a huge advantage over competitors who are often very local.
Question: What do you think is CANVEC’s greatest strength?
Miguel: Agility. Our teams are versatile. You can talk to a representative who understands the units, knows the mechanics, and can help you out quickly. Plus, we offer everything under one roof: liftgates, tires, roadside assistance, rentals… A one-stop shop, really.
Question: The industry has evolved significantly. What do you think has changed?
Miguel: In the past, you would sign a contract and retain your client for 20 years without much communication. Today? You have to nurture the relationship. Be proactive. Stay connected, even when everything is going well. Otherwise, you lose them without even realizing it.
Question: What about challenges?
Miguel: Growth! We’re growing fast. And growth means constant reorganization. We hire, we train, we adjust. Everyone wears several hats. Including me! Yes, I’m the sales director… but I also take care of billing when needed. That’s what team culture is all about.
Question: You often talk about transparency. Is that important in your approach?
Miguel: It’s essential. When there’s a problem, we say so. We take responsibility for it. And we fix it. Our customers know that if there’s a problem, “Miguel is there, it’ll be okay.” We’re not looking for quick profits. We build long-term relationships.
Question: Let’s talk tech: how do you see the arrival of AI in transportation?
Miguel: AI is already here. We see it in emails, in internal tools. It helps, that’s clear. But in our business, human contact remains fundamental. A customer with an emergency or a complex case doesn’t want a chatbot. They want to talk to a real person. We’re moving towards a hybrid model, but humans must remain at the center.
Question: Indeed. And internally?
Question: Indeed. And internally? Miguel: I am proud to see the team grow. Training new employees and watching them evolve is priceless. I see my colleagues move from mechanics to account management, and I see my colleagues who have followed me from corporation to corporation grow. We believe in learning in the field.
Question: What advice would you give to someone starting out in transportation?
Miguel: Start at the bottom. Dispatcher, answering calls, understanding the customer’s reality. Then you can grow. But you have to experience the field. That’s where you develop your credibility.
Question: Thank you, Miguel! Miguel perfectly embodies CANVEC’s philosophy: an agile team, fast, reliable, and deeply human service. In a market where technology is becoming increasingly important, he reminds us of a simple truth:
Customer service is not an option. It’s the foundation.
Quote to remember
“The more technology progresses, the more our customers need human contact.” – Miguel, Sales Director, CANVEC
Contact Miguel
https://www.linkedin.com/in/miguel-lafond-89993460/
Miguel in the media
https://www.canvec.com/membre-pmtc/
About CANVEC
Founded in 1990, CANVEC specializes in truck and trailer rentals, 24/7 roadside assistance, and the sale of parts and liftgates. Danny Lefebvre, President and CEO, has been at the head of the company for over 35 years. Over time, Canvec has established itself as a true industry leader.
QUICKLY ON THE ROAD. BECAUSE EVERY MINUTE COUNTS.
For roadside assistance, we always answer the call. In person. 24/7.
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