The Journey of White Lake Consulting

White Lake Consulting actually began in 1982, when Bruce Milligan embarked on a four-decade-long career in sales.

One of Bruce’s first sales calls was to the local DMV office, where his boss instructed him to just observe and see what the users “liked and didn’t like.” This experience led to a $10M contract to automate all DMV offices and taught Bruce an important lesson: it’s not about technology, it’s about solving problems.

Some 36 years later, Bruce left corporate sales with a mission to help the next generation of salespeople. White Lake Consulting was founded in 2018 with that mission in mind.

Driven by innovation and a commitment to excellence, we developed a comprehensive approach designed to empower sales teams to achieve unprecedented success. Our Interactive Playbook serves as a dynamic guide, adapting to each client’s unique challenges and opportunities.

Today, White Lake Consulting stands as a beacon of transformative sales strategies, with a proven track record of elevating businesses to new heights. Our story is one of passion, perseverance, and the relentless pursuit of excellence.