March 2018 - The Sales Evangelist

Archive Monthly Archives: March 2018

Business Development, Tom McMakin, Service Base Business

TSE 801: How Clients Buy-A Practical Guide to Business Development

Tom McMakin, The Sales EvangelistClients buy services differently than they buy products. Where products are frequently sold by features and attributes, services are sold on reputation, referral and relationships.

Today on The Sales Evangelist we talk with Tom McMakin about the challenges of selling services, and the key to becoming the very best at your chosen field of expertise.

Prioritize trust.

In his new book, How Clients Buy, McMakin introduces two different kinds of trust.

The first trust results when a person consistently follows through on his word. If, for example, I consistently show up on time to give you a ride to the airport, you will learn to trust my word.

The second trust develops as a seller demonstrates that he has his buyer’s best interest at heart. If a mechanic routinely recommends only the necessary repairs to your car without suggesting extraneous costly repairs, you develop a trust that your mechanic is protecting your interests.

That trust creates a valuable relationship over time, and it impacts how clients buy services.


The world tells sellers to broadcast in order to spread the word about their product. Sellers, conversely, should narrowcast.

Segment your market. Find the people you most want to serve and connect them to one another.

Instead of immediately trying to sell them, help them create a conversation amongst themselves about best practices in the space they occupy.

You don’t have to be the person with all the answers; you simply become the person who knows where to find all the answers. When they view you as a resource, they’ll likely become clients who buy services.

Shrink the pond.

Position yourself as the very best at something; use geography, company type, size and specialty. Shrink the size of your pond until you’re the biggest fish in the pond.

If you can’t be the number one cybersecurity company in the Rocky Mountain region, then consider positioning yourself as the number one cybersecurity company for law firms in the Rocky Mountain region.

Look at your case studies and your experience. Stake a claim to the service you’re best at.

Understand the buyer’s journey.

McMakin has identified 7 steps people take when they are considering buying services.

Because there aren’t many books about selling services, especially those that address the impact technology has had on the industry, he wrote a book to help those selling services become the best in their fields.

His major takeaway is to define who you want to serve an underwrite the conversation between them. Stop thinking about what you want to say to them and create a peer conversation instead.

That effort will seed the clouds that will water your future growth.

Episode resources

The Sales Evangelist Hustler’s League is a group coaching program designed to bring sellers of all levels and all industries together to exchange ideas. The Hustler’s League provides high quality training that doesn’t cost a fortune, and it allows you to connect with other sellers.

We begin a new semester in April focused on building value for your prospects, and we’d be honored to have you join us.

You can email Tom directly at for more information about his book or his services.

Audio provided by Free SFX.

Donald Kelly, The Sales Evangelist Podcast, 800th Episode

TSE 800: Some of The Best Tips From Over 800 Episodes Published

Donald Kelly, The Sales Evangelist Podcast, 800th EpisodeToday’s podcast celebrates the very best sales tips we’ve learned in the previous 799 episodes of The Sales Evangelist podcast.

I’ve pulled together the best sales tips I’ve heard on the show, as well as some details about how I got started in sales and why it matters so much to me. We also discuss where we’re headed next and the new things you can expect from us in the coming months.

From our first 799 podcasts:

Overcome self-doubt.

In episode 001, Jared Easley, host of Starve the Doubts podcast, and Jeffrey Gitomer, author of The Little Red Book of Selling, discussed self-doubt, and the ways to overcome the self-doubt that plagues people in all industries: sales, business, even life.

Gitomer shared the impact of growing up in a family where people made their own money. Because he grew up around it, he assumed he would do the same.

The people around him were successful, so he assumed he would be successful as well. He never doubted himself, even when he went broke.

From that, Gitomer explained the importance of surrounding yourself with people who are achieving great things. Spend time around top performers and see what you can learn.

Take action.

Serial entrepreneur Ralph Quintero challenged us to do the things we know we need to do as sales professionals that will bring us success and happiness.

We should begin by looking at numbers, because they don’t lie. If we make 10 phone calls but convert only 2 of them, those numbers don’t lie.

Perhaps we’re allowing our fear of rejection to keep us in the office instead of getting in front of prospects. Maybe we’re staying out of the office to avoid working the phone.

If you are’t constantly hustling, you may be the reason you aren’t achieving the success you desire.

Understand buyers.

Many of us mistakenly believe that buyers make decisions based upon products, services, brand, pricing, or other variables.

Jill Konrath challenges that notion with research that indicates buyers make decisions based upon their experience with their sales person.

The more information you have about your buyers, his priorities and plans, his obstacles and challenges, his processes, and his finances, the better equipped you’ll be to bring insights and information that can help him meet his objectives.

Be human.

Jon Buchan shares his genius copywriting experiences with salespeople who are engaging in cold contacts.

He takes advantage of the fact that his prospects don’t know his name and he uses it to inject humor and honesty into his cold emails.

My name is Jon. You don’t know me because I got your name from a list, but at least that means you’re list-worthy, right?

Because his emails begin with such brutal, unexpected honesty, he has credibility in the eye of the prospect. Additionally, he has made them smile and he has piqued their curiosity.

Be human. You’ll stand out from the others.

Prioritize presentation.

Patricia Fripp came to the U.S. with $500 and made a name for herself as a woman specializing in men’s hairstyling.

She started her own business when she was 30, and she invested time and resources in several speaking courses at the urging of her mentors.

When she was 39, she sold her hairstyling business and started a business as a keynote speaker, which led her to work with sales professionals who seek to improve their sales presentations.

Her clients realized that they were in danger of losing large deals, not because of price or offering, but because of presentations. As a result, Fripp teaches sales reps to sound more professional, more personable, more persuasive, and to connect better with clients.

Join our community.

Each of us has our own niche in sales, and we often get into our silos and focus on our own industry. Other professionals are selling successfully in other industries like cars or advertising.

If those people are doing something that might benefit you, wouldn’t you want to try it?

The The Sales Evangelist Hustler’s League is an online group coaching program that brings together sellers from all over the world to share training, exchange sales tips and grows in their careers.

Moving forward, time limitations will restrict the number of one-on-one coaching commitments we can accept because we always want to focus on quality. F

We’ll be adding a second podcast in April and we’ll work with companies later this year to generate leads, create opt-ins, and develop business.

We hope you’ll join our Facebook group The Sales Evangelizers. 

We also hope you’ll share this podcast with others who can benefit from it, and that you’ll leave us a review wherever you consume this content. If you haven’t already, subscribe to this podcast so you’ll benefit from all the things we have learned and will continue to learn.

Episode Resources

Audio provided by Free SFX.

Phillip Washington, The Sales Evangelist, Full Commission Selling

TSE 799: Sales From The Street-“Full Commission”

For Phillip Washington, Jr., the transition to a full commission sales position was a no-brainer.

It was stressful because he had a family to support. He learned from his years in sales that he wasn’t wired to do anything but sell.

On today’s episode of The Sales Evangelist, the owner of Stonehill Wealth Management and author of Retirement Investing 101 explains how he weathered the transition to full commission.

Full commission

Washington’s philosophy is that you have to sell what you believe in. He went independent and switched to a pay model that meant his pay was based on the value of his client’s accounts.

He had a wife and a child on the way, and he didn’t have a predictable revenue model every month.

Washington discovered that it was the uncertainty of his situation that caused stress. He realized the stress would either cripple him or drive him to succeed.

Imperfect system

Washington knew he could make the transition, but he had to ensure that he had enough savings to cover him while he learned a new system.

He enrolled in a sales training program that changed his system but ultimately helped him win.


Washington uses objections to his advantage during interactions with clients.

He frequently tells clients they shouldn’t fix something that isn’t broken. Sometimes he brings up objections before his prospects have a chance to do it themselves. Washington encourages clients to postpone their decisions until after they have come up with questions to ask.

The key, he says, is to be confident without being over-eager.


Washington said that learning to convince people of something has made him a better communicator in marriage.

He also believes that everyone should learn to sell, especially in a world where people fear being replaced by robots.

Episode resources

Pre-order Washington’s book Retirement Investing 101 or find him on LinkedIn.

If you’re involved in full-commission sales and you’d like to find the kind of supplemental training that helped Washington be successful, check out The Sales Evangelist Hustler’s League.

Our online coaching program helps sellers of all levels take their sales to the next level and help you learn from others in the sale community.


The Psychology of Marketing, Chris Dayley, Conversion

TSE 798: The Psychology of Marketing & How It Relates to Your Conversion Rate

Most businesses know their target audience. They probably know their customers’ pain points and they think they know how to influence their customers. Most businesses overlook the psychology of marketing that will help them convert those customers.

In today’s episode of The Sales Evangelist, Chris Dayley talks about the psychology of marketing and how it leads to more conversion.

Limited time

Research suggests that users to new websites spend 2-3 seconds making decisions about the information they find there. Does it feel credible? Is it relevant? Much of the decision-making happens subconsciously.

As a result, it’s critical in those few seconds that you are clear and deliberate in your messaging and that you don’t distract. Don’t make the mistake many companies make of shoving too much information on your users.

The existence test, for example, involves systematically removing things from your page to determine if any of the components are distracting your users. Dayley shares that most pages he tests have at least one distraction that is hurting the conversion rate.

Psychology of marketing

Understanding your target audience’s needs is one thing; communicating with them on your website is totally different.

In both sales and marketing, you must sell people on value. If you can build value, you have a better chance of conversion.

Additionally, the value you offer must be worth the cost to the user. Is your value proposition worth an email address? A phone call?

Note, too, that if your site requires users to dig to find your value proposition, it likely won’t help the conversion process.


No salesperson does the same sales pitch for their entire lives; it constantly evolves as he determines what works well and what doesn’t. He adjusts his message based upon the pitch.

Don’t assume you know what is best for your audience. Be willing to be proven wrong and try different approaches, even when your content is performing well.

Be willing to challenge assumptions.

Episode resources

Chris Dayley helps businesses test their websites and their content. Using design principles, psychology, user information, and loads of other details, he helps businesses create websites that will convert.

Find Chris designed a free A/B Testing Starter Guide at to train the new people at Disruptive Advertising, and he offers it free to users who would like to try A/B testing.

If you feel stuck in your own silo and you’d like to learn more about marketing so you can better align with others in your company, check out The Sales Evangelist Hustler’s League, an online group coaching program for sellers of all levels.

We’ve been in your shoes before and we want to help you become more effective at qualifying leads without spending a fortune on quality training.

The Sales Evangelist, Company Culture, Sales, South Florida Business Journal

TSE 797: Sales or Company Culture-Which is More Important?

It’s Sunday evening, and you’re dreading work tomorrow. You give your time, but not your heart, because you don’t feel like you’re getting the help you need to increase sales. Company culture may be to blame.

Today we’re talking about company culture: why it’s important to create a great company culture and how you do it.

An editor’s note in the South Florida Business Journal pointed out that company culture is the key to growth within any organization. But is company culture more important than sales?

The truth is that you must have a focus on both sales and company culture. If you don’t focus on your employees and your customers, your company will stagnate.

Company culture of empathy

I worked in an organization once that didn’t value my input.

Somewhere along the way, the company lost sight of caring for its employees. Ego took over and it cannibalized the company.

The employees retreated into their own silos and focused solely on themselves. Eventually, the company unexpectedly let go of employees because they were more focused on dollars than on people.

When you have a company culture of empathy, you might still have to cut employees, but you’ll have a plan for it. In turn, your concern for your employees will prompt them to bend over backward for you and the company.

Shared company mission

Once your employees feel like part of your culture, they will care about the shared mission. They will come together for the common good of the mission.

Now you have an amazing product or service and a team that is united behind it. You’re infusing everyone with the drive to become sales professionals.

Here at The Sales Evangelist, our entire team focuses on helping new and struggling sellers close more deals.

All our content centers on that idea. Our whole team centers on that vision.

When you help your employees, your employees will remember it, and they’ll help you.

Ask yourself what you can do to help your employees. Seek first to understand them, and then they’ll seek to understand you and your mission.

Tell friends and colleagues about this podcast, so that if they don’t have the support of their leadership, they can get help here.

Check out The Sales Evangelist Hustler’s League, an online group coaching program that targets sellers of all levels to help them connect with other people and improve their effectiveness.

Subscribe wherever you’re listening and help us evangelize the mission of effective selling.

We want you to be successful; to find more leads; to build more value; to close more deals; to do big things.

Authentic Leader, Paula Stafford and Lisa Grimes

TSE 796: What Does It Mean to Become an Authentic Leader and How Do I Do It?

Authentic leaders make themselves vulnerable. They value transparency and they connect with their teams. Authentic leaders understand that they must show up and be present in their leadership roles.

In today’s episode of The Sales Evangelist, we hear from Paula Brown Stafford and Lisa T. Grimes about the importance of authentic leadership. In their book, Remember Who You Are,  they address the trifecta of success, fulfillment, and balance that each of us seeks.

Instead, we should seek to develop a self-awareness and define who we truly are.

  • Authentic leaders are vulnerable. 

Take responsibility when you make mistakes. If you aren’t making mistakes, you likely aren’t pushing the envelope enough.

Connect with your employees. Be human. Be willing to take a chance and put yourself out there. We often try to cover our insecurities instead of owning them. Share your adversity with your team.

  • Authentic leaders are confident.

You will likely be asked to step into a role that feels foreign to you. Maybe you’re asked to be a sales leader despite the fact that others are better at sales.

Confidence develops around risk-taking, failure, and perseverance. When you take risks, fail, and then overcome those failures, you build confidence. Sometimes the person you must prove your abilities to is you.

  • Authentic leaders differentiate themselves.

Find your calling card; something that sets you apart as unique, whether as a sales professional or a leader. Maybe it’s your love of hot sauce that clients remember.

Give people a way to connect with you.

  • Authentic leaders develop self-awareness.

Be honest about your own struggles. If you tend to be defensive in meetings, write the letter “D” on a piece of paper every time you feel defensive. Trace it, rewrite it, decorate it, but don’t stop focusing on that letter until the moment passes in the meeting.

If you’re irritable, make it a letter “I.” Develop self-awareness, and then develop the discipline to address the things you need to fix.

Episode resources:

Learn more about the trifecta and about authentic leadership in Remember Who You Are, available at

“The challenge of leadership is to be strong, but not rude; be kind, but not weak; be bold, but not bully; be thoughtful, but not lazy; be humble, but not timid; be proud, but not arrogant; have humor, but without folly.”


Email, Outreach, Tailored, Donald Kelly

TSE 795: TSE Hustler’s League-“Tailored”

In today’s episode of The Sales Evangelist, we’ll show you how to use tailored email to grab your prospect’s attention. We’ll also show you how to make sure she reads to the very end.

Make her feel good.

People are ego-driven.

Before you make contact, figure out what matters to her right now.

Has she shared something important on social media recently? Mention that in the email. Pick something that demonstrates you were thinking specifically of her company.

Include something in the subject line that will provoke her to open your email. Grab her attention by using her name or the name of her company.

Include only one idea.

If this is the first time I’m interacting with this prospect, this will simply be an email to say hi. But don’t actually begin with “Hi, Mary.”

Begin with her name, followed by a comma, and launch into your message.

Limit your email to one question instead of multiple questions:

“Does this make sense for you? Would you be willing to have a conversation about it? How does next week look for you?”

You’ve included three questions, and your reader will likely decide it’s too much work to respond, so she won’t.

Keep emails simple.

If your prospect doesn’t respond, send a simple email that invites a simple response, and even a way out.

I’m sorry we haven’t been able to connect. I saw your spot on (fill in the name of a platform). If I can help at any point, feel free to respond with:

a. interested

b. interested, but the timing is bad

c. not interested

Consider adding a little humor to communicate a light-hearted exchange.

Close with the words “Thanks in advance,” and include a smiley face, with a nose.

Share what you know.

You likely know other people who could benefit from these simple ways to generate tailored email.

Share this podcast with your team so you’ll all be more successful.

Join us at The Sales Evangelist Hustler’s League for our new semester beginning in April. Our online coaching program includes sellers of all levels from a variety of industries.

We discuss challenges, share conversations, and give you insights you can immediately apply to your own sales process.

We’d be honored to have you join us.

Donald Kelly, The Sales Evangelist Podcast

TSE 794: Sales From The Street-“Don’t Be So Jealous, Bro”

Sales professionals don’t like to admit it, but we’ve all felt jealous. When one member of the team is killing it while we struggle to close, resentment creeps in; the kind of resentment that sabotages the team.

We have a tendency to compare ourselves against other people, and our managers do it to us as well. In this episode of The Sales Evangelist, we discuss the fact that,  though competition isn’t necessarily bad, ego and pride can prevent us from improving.

Ask for help.

My deals stalled. I built no value. While my coworker sailed through the discovery process, I watched my own deals stagnate.

She had experience in the kind of deals I was working on, and I eventually had to acknowledge that I needed her. It wasn’t easy, either, because I assumed as a man, I’d be a better seller than her.

Once I moved beyond those false notions and the jealous feelings, I noticed I was picking up important tidbits from her. She showed me how to guide the process and frame solutions for my clients. I noticed a difference in my sales.

I realized, too, that I was teaching her some things along the way as well.

Allow competition to drive you.

Competition among members of a sales team motivates us to do better.

Some of us won’t realize that because we’ll assume we can’t learn anything from younger team members. We’ll avoid asking for help from people we perceive aren’t as good or as experienced as we are.

Working alongside strong team members motivated me to work harder and achieve more. I learned to collaborate and strategize for the benefit of the whole team.

Now I’m selling more successfully than some of the more experienced people around me, but some of them won’t learn from me because of jealousy. I had to move beyond that thinking, and you should too.

Episode resources

We all need improvement. The Sales Evangelist Hustler’s League is a group coaching program that helps sales professionals of all levels to come together and share insights. Join us in April for the next semester, all about adding value.

It would be an honor to have you join us.

Tom Payne, Charisma, Selling

TSE 793: The Power of Selling With Charisma

Tom Payne studio portrait. Photo by Andrew Collings.

Sales professionals rely on communication but many don’t realize how powerful nonverbal communication truly is. On today’s episode of The Sales Evangelist, we talk to Tom Payne about the power of charisma and how we can use it to prospect and sell more effectively.

Charisma consists of both verbal and nonverbal communication.

Power of charisma

Because we interpret nonverbal cues subconsciously, nonverbal communication is far more powerful: we transmit information to other people without even realizing it.  Those people, in turn, read our nonverbal cues without realizing it.

If we tell use words to tell a prospect one thing, but our nonverbal cues communicate something different, the prospect will trust our nonverbal cues over our verbal ones.

Balance of charisma

You must balance the two aspects of charisma: strength and warmth.

Strength communicates an ability to help. Warmth communicates a desire to help. If you’re too warm, you may seem weak. If you’re too strong, you’re intimidating.

When you balance strength and warmth, the results can be almost hypnotizing.

In this episode:

  • Understand the number one tool for developing charisma.
  • Learn the impact charisma has on people’s emotions.
  • Discover how to avoid ambushes in sales presentations.
  • Uncover the relationship between self-talk and charisma.
  • Learn easy ways to practice reading other people’s nonverbal cues.
  • See how charisma can save situations that shouldn’t be salvagable.

Studies show that 70% of people can identify the winner of election simply by looking at the candidates’ photos for one second. Researchers asked participants to choose the more competent candidate, and they were successful 70% of the time.

Episode resources

Tom’s book Selling With Charisma will teach you about the most charismatic people in the world, and how their ability to control their nonverbal behavior allows them to succeed in their work.

Join us in April for the next semester of The Sales Evangelist Hustler’s League. Whether you’ve been selling for 15 days or 15 years, we’ll focus on how to build value so you can find more leads and close more deals.

Drop me an email if you have additional questions or want more information.

Annoying Co-worker, Office Worker

TSE 792: How To Deal With That Annoying Co-Worker On Your Team

Your job is hard enough without an annoying coworker distracting you from your work. In today’s episode of The Sales Evangelist, we discuss how to handle an annoying coworker when you’re simply trying to find new prospects, close more deals, and build more value.

Every sales team, no matter what you sell, has dealt with someone like this.

Perhaps he isn’t trustworthy. He coasts instead of working hard. He gossips and distracts others while they are trying to work.

Seek to understand.

Steven Covey, in his book The 7 Habits of Highly Effective People,  suggests that we first seek to understand other people before we seek to be understood ourselves.

So what does that look like with an annoying coworker?

Ask her to lunch or to coffee. Ask about her sales experience and what’s going on in her life. Try to understand who she is as a person.

She probably isn’t intentionally being annoying. She might not even realize she’s doing it.

Be a leader.

Establish a standard of working hard and staying focused, and that expectation will spread through your sales team.

More importantly, the annoying team member may discover that he’s in the wrong place. If everyone else is working and he doesn’t want to, he might decide to move on.

Ultimately, too, hiring managers may better understand how to choose future team members.

If you’re a sales leader, identify people on the team who aren’t thriving and figure out how you can coach them. How will you protect the team if your team members don’t improve after they’ve been given the opportunity?

Don’t be the annoying coworker.

If you aren’t thriving and you aren’t motivated to improve, look into your why.

Maybe you aren’t cut out for sales. Perhaps you’re in the wrong industry or you’re selling the wrong product.

Don’t stay stuck in the wrong place.

If you have a coworker like this, tell her about this podcast where we provide sales training to sellers of all levels. Tell her about The Sales Evangelist Hustlers League where she can learn from other sellers in an online group coaching format.

We want you to build stronger pipelines, close more deals and do big things.

Psychology, emails, prospecting, cold email

TSE 791: The Psychology Behind Sales Emails

The Sales Evangelist, Email, Prospecting, Ryan O'DonnellSending emails is a prerequisite for sales professionals, but how do you generate emails that reach the right person at the right time in the right place?  In this episode of The Sales Evangelist, Ryan O’Donnell will explain the psychology of emails and teach us how to create a more targeted approach to emails.

We don’t have a crystal ball, and we can’t tell what our prospects are thinking, so we can’t skip the important steps of prospecting and research.

Creating a targeted approach to emails:

  • Use data to qualify or disqualify your existing prospects.
  • Divide existing prospects and customers into segments and use those segments to create targeted communication.
  • Use variety. Personalize some of your communication and automate others.
  • Be intentional. High-value clients might motivate you to personalize more than smaller clients.
  • Take note of effective emails that come to your inbox and employ the same strategies.
  • Don’t allow your emails to become monotonous.
  • Use each part of the email to drive the reader to the next sentence.

Different things motivate different people.

Sometimes a question in the subject line will work best. Other times, the company name or the recipient’s name will work.

Some people check email on Sundays to clean out their inboxes before the coming work week.

Track what works best so you can make your process more efficient. Streamlining your process will free up additional time, which will compound over the life of your career.

You’ll have more time to devote to other steps in the process.

Email mistakes to avoid:

  • Don’t send an email with Re:Re:Re:Re: because it has been sent back and forth so many times. Change the subject line.
  • Don’t use a deceptive subject line.
  • Don’t automate your emails to go out at the same time on the same day every week. It will become obvious that they are automated.

Episode resources

If you’re interested in learning to use email more effectively but you aren’t sure where to start, contact Ryan O’Donnell at or Ryan will provide you free access to one month’s worth of services to give you a jump-start on emailing.

When I was a seller like you, I initially didn’t have formal training. Once I got proper training, I discovered that it greatly improved my sales skills, and I wanted to share those principles.

The Sales Evangelist Hustlers League is a group coaching program designed to help sellers of all levels improve their sales skills and close more deals. We’d love to have you join us. Go to for more details.

Prospecting, Grabbing Attention, Sales Prospecting

TSE 790: TSE Hustler’s League-“Grab Their Attention”

Prospecting, Grabbing Attention, Sales ProspectingYou aren’t the only one fighting for your prospect’s attention; she probably doesn’t even know that you exist yet. So how can you use a targeted approach and an outreach cadence to grab her attention?

In today’s episode, we discuss the importance of using cadences and multiple platforms to create a targeted approach to grabbing your prospects’ attention.

Grab attention.

Your prospect has a million different things competing for her time: Facebook, mail, social media, television. She is bombarded with advertising.

Don’t allow your ego to get wrapped up in the outreach process. Don’t assume that she isn’t responding to you because she doesn’t like you.

What can you say to grab her attention?

Don’t assume you’re annoying her by contacting her more than one way.

There’s a reason political campaigns use mail, email, billboards, social media, television and phone calls. They want to be where the people are.

Use a cadence.

Your goal should be to have an outreach sequence that spans a period of time. You might, for example, have an email sequence that includes sending 5 emails over 14 days.

The sequence will look different for each company, but it will include a variety of contact requests across a variety of platforms.

Those methods will allow us to initiate a conversation that may lead to a sales opportunity.

Aim for conversation.

Conversations at parties begin with small talk; getting to know the person you’re talking to.

Outreach should look exactly the same.

We should begin by making a connection via email or social media, and then seeking to continue the conversation elsewhere. Perhaps we provide value or learn more about the prospect.

Tha goal isn’t to immediately let her know that I sell something that she should buy. It might require 5 conversations to finally reach a discussion about the product or service.

Sales professionals have a tendency to view relationships with the end in mind, but we must get to know people before we ask them to marry us.

Episode resources

Check out The Sales Evangelist Hustlers League at It’s an online group coaching opportunity designed to help sellers of all levels improve their skills and learn from other sales professionals.

We’re beginning a new semester in April and we’d be honored to have you join us.

Objections, Donald Kelly, How to handle objections

TSE 787: Why They Should NOT Buy

Objections, Donald Kelly, How to handle objectionsSometimes, your customers shouldn’t buy from you. We don’t often think about that as sales professionals, but we should. Sometimes, their objections are correct.

In today’s episode, we discuss why you should empathize with your customers and put yourself in their shoes. The more empathetic we are, the more likely we are to persuade them to purchase our product or service. We’ll build credibility.

Recently, for example, I generated a Facebook podcast that asked people about the biggest problem they have with sellers. The most frequent response was that people didn’t like how pushy salespeople were.

We aren’t all pushy, of course, but we have to deal with that public perception. Obviously, we want to make money, but we can’t allow that to be our push.

Your job as a sales professional is to persuade people to buy your product or service. We often focus on making money instead of adding value.

[Tweet “Our goal as sales professionals should be to find solutions to challenges rather than pushing a sale for our own gain.” #SalesSolutions]

In this episode:

  • Hear how customers work to disqualify you and your products and services.
  • Learn the questions you can ask to understand the competition and identify with the customer.
  • Understand the role your commission does or more realistically doesn’t, play in the sale.


When you empathize with your customers and establish credibility, your customer will be more likely to recognize you as the solution to her problems.

Establish what sets you apart from the competition. Identify the ways your prospect is seeking to disqualify you as an option. You’ll be better prepared to create content that is molded to your customer.

If you or your team could benefit from learning to build value with your prospects, the April semester of The Sales Associate Hustler’s League is a group coaching program designed to help sales professionals, entrepreneurs, and sellers of all levels.

Each week’s training addresses concepts or training relevant to the theme of the training. For the month of April, it’s building value. Visit


Take Away, Donald Kelly, The Sales Evangelist

TSE 789: Sales From The Street-“He Was Doing The Take Away”

Take Away, Donald Kelly, The Sales EvangelistSelling to a seller can be especially difficult. I know this because I once found myself working a deal with a client in which he was doing the sales take away. I was so desperate for the sale that I failed to create scarcity.

On today’s episode of Sales From The Street, I’ll share with you how a client early in my sales career exploited my desperation and his experience to put himself in control of the transaction.

I realized what was happening in the midst of the experience, but I still went along with it because I didn’t want to lose the deal.

As sellers, we must create a sense of value and exclusivity. We don’t want to communicate to clients that we need them but rather we want to create the sense that they need us.

In this episode:

  • Learn the single rule that will set you apart from all of your competitors.
  • Discover what dating and sales have to do with one another, and the principle that applies to both of them.
  • Identify phrases you can use in your take away to create a sense of scarcity for the client.
  • Uncover why conversations are more valuable to clients than sales pitches.

If you aren’t already doing these things, I encourage you to test the ideas. You’ll see for yourself how it builds value and creates relationships.

If you want even more valuable information, our TSE Hustler’s League is an online group coaching program that provides accountability, connections, and a chance to learn from me in a wonderful community of sellers.

If you feel like you’re struggling to infuse enough value in your sales conversations, check out our April semester of Hustler’s League.

Our messages are designed for sellers of all levels, whether you’ve been selling for 15 years or 15 days.


TSE BLOG 021: 5 Ways to Prevent Stress From Burning You Out in 2018

Stress, Ericka Eller, Wellness, The Sales EvangelistWork-related stress is at an all-time high and progressing steadily. It has been estimated that 75-90% of patient visits to primary care practitioners are due to stress-related illness.* Stress and busy have become synonymous; while being touted as a badge of honor.

We have become a society that is always connected to technology, never taking a break for fear of missing out on something (FOMO anyone?). We have businesses to build, sales to make any connections to create. Who has time to stop and relax? The ironic part is that without the rest, our best efforts are ineffectual.

Stress causes fatigue, sleeplessness or over-sleeping, feelings of lethargy and depression, weight gain, headaches, muscle pain, digestive issues, low libido, increasing symptoms of PMS and menopause, irritability, poor skin and tissue health, hormone imbalance, chronic sickness, and the list goes on and on.

So if a person is suffering from these symptoms and has an inability to manage stress, how effective can they be in their daily work? We simply can’t do the great work we are passionate about when we feel terrible every single day. The question then becomes, how do we manage stress and prevent ourselves from burnout so that we can continue to build business and increase success?

Here are five strategies that will get you on the right track:

  1. Have a plan

Most people that struggle with feelings of overwhelm and stress don’t necessarily have a plan of action on how they will tackle the day. We may stroll into the office and get sucked into the email matrix for hours on end, responding to email, sending email, reading more email, responding and sending a bit more. Instead of doing the deep work that moves the needle in their business, we become daily email managers.

When working without a plan of action, it’s easy at the end of the day to wonder what in the world we accomplished. The best sales reps have a distinct plan each day. They know who they are talking to and the purpose of the conversation. There are outcomes from each activity that lead to achieving goals. To manage your day, use these tips to create a plan that will have you working with purpose.

  • Work with intention
  • Use a calendar or planner to stay on target for the day, week, month, and year
  • Work with an objective in mind
  • Plan each quarter backward from your goals.
  1. Prioritize your to-do list

It’s very easy (and normal) to brain dump all of the things we need to do each day and week on a list and hope for the best when it comes to accomplishing the tasks we listed. When the list is arbitrary and without focus, it’s hard to feel productive and easy to feel pressured. In order to conquer the overwhelm, start with three tasks on the list that you feel will push your business and success forward, rather than simply “busy work”.  Getting caught in the paperwork matrix distracts us from the deep work that generates revenue. While I could organize my desk over and over or arrange files and pens (ROYGBIV is how I roll), it doesn’t replace the activity of actually getting on the phone to talk to prospects or creating content for my programs. After I prioritize my to-do list, I use these prompts to move forward:

  • How much time is needed (realistically) to complete the task?
  • Add the task with the given time to my daily schedule to make sure that I have the dedicated time per task.
  • Focus on one task at a time (no multitasking) to maximize my attention and effort. The best work comes when the distractions are minimal.
  1. Delegate

As a first-born, I have held onto my responsibilities in a very serious way. Because let’s be honest, nobody can do things the way I can do them. I take pride in my work, I am very detailed and thorough. It just never occurred to me that someone else could help ease my burden. At the same time, I have felt resentful that I am doing all of the work. While in college, being assigned to a group was a nightmare for me. I loved being in charge and I took on way too much because I couldn’t leave my grade in the hands of a stranger.

Then I would be stressed out because I had so much to do. Change the scenario to marriage & family. I relish the systems I have in place and border insanity if someone in my family veers off from the way I do things. I want my kids to put the clean sheets on their beds yet when the bed covers aren’t as taught as I like them, I have to fight the urge to re-make the bed! Friends, if you are nodding your head right now in understanding, here is some sage advice. STOP IT. Seriously, save yourself from unnecessary anguish. There are people who love you and want to see you succeed; they want to help you in any way they can. Let them help and feel the burden of your tasks lighten.

  • Ask for help (and let out a sigh of relief)
  • Work to your strengths- these are things you should hang on to! This is your voice and your addition to your work
  • Pass things on which don’t require you personally to be accomplished-these are things that aren’t necessarily your strengths and can be better handled by someone else.
  1. Manage your health

This is the part that most business people push to the back burner, especially if you are pretty healthy, to begin with. When we get busy and put our heads down in our work, the last thing we think about is how much exercise we can get in and how many whole food meals we can consume. Yet, this is the part of our life that we should take the MOST serious. I have seen way too many executives that are on the verge of burnout because health has just not been the priority. Success is on the rise, so we continue to push harder towards greater success. Or maybe the numbers are not in alignment with the goals, so we drive ourselves to do more.

We start work earlier and stop later. We start losing sleep, become dependent on caffeine and sugar to keep ourselves awake, eat food on the go and at our desk or in our cars. It doesn’t take long to feel the energy drain and the chronic fatigue to kick into high gear. What you may not be considering when you tell your health to please hold, is that your health is what drives success. If you feel terrible, you can’t possibly do quality work. You don’t think clearly, you don’t have the extra drive to give when it matters, you miss details, you aren’t prepared or organized. You allow the competitor to have an edge because you are not at your best. To prevent the burnout, health must take priority. The good news is that wellness doesn’t have to be complicated:

  • Plan exercise at least three times a week (do anything you enjoy)
  • Plan your meals ahead of time-minimize sugar and processed foods
  • Sleep at least 8 hours a night
  • Schedule your wellness exams each year
  • Write in a gratitude journal each day, highlight things from your day that you are thankful for or which brought you joy.
  1. Rest and Restore

Rest is necessary to recover and revitalize. Planning rest time is just as important as planning your time to prospect. Make time in your calendar each week to do absolutely nothing that resembles “work”.  How each of us experiences rest will differ so try out new things and see how you feel. Some people love tackling home projects while others like to be outdoors to experience nature. Try these on for size to recover during your week:

  • Read a book
  • Work on your hobby
  • Take a walk, a nap or a bath
  • Have lunch with a mentor
  • Take a day trip or plan a long weekend

Grasping these five points will give you stronger business acumen and push burnout to the outer edges. Let’s take charge of our success by managing our stress and letting go of the standards that society says we must have in order to gain success.


Ericka Eller, Stress, Overcoming Stress, The Sales Evangelist About the Author: Erika Eller is a women’s wellness consultant. She leads women who struggle to find the balance between fitness, faith, family, and their career. Ericka empowers and encourages them to turn their fears into confidence while they slay that comparison monster. Learn more at

Podcast, Audience, Business Growth, Doug Sandler

TSE 786: 7 Ways Audience Engagement Can Grow Your Business

Podcast, Audience, Business Growth, Doug Sandler

As a sales professional, it’s important to be able to reach out to your audience.

During this episode, Doug Sandler shares with us how engagement can build your business.

Listen and learn how you can increase your audience engagement and build relationships as well.

Here are the highlights of my conversation with Doug:


  • Engagement is all about rapport building, networking, having a direct one-on-one connection with someone in your community.
  • Use tools like Twitter and podcasting to reach out to your subjects.


  • It connects you to your community.
  • Relationship building is everything. It’s not about the transaction but the relationship.
  • If you bring relationships to the forefront, the business will always come to you. You may not have the best product in the market but if you have a strong relationship, they believe in you.
  • When you build relationships, they’re willing to pay more than what they would pay as a commodity.
  • If you create a good relationship, they will go out of their way to recommend you.


  • Stop waiting. Start doing. If you have one person, cherish that person.
  • Get anything started to increase your one-on-one communication.
  • Reach out. Send an email greeting. Send a text message.
  • Write a blog or create a podcast about the person you want to engage with.

Doug’s Major Takeaway:

Be afraid of quitting but don’t be afraid to fail. Keep doing what you need to do. Pick yourself up, keep moving forward and work hard!

Episode Resources:

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

The Nice Guys on Business podcast

Turnkey Podcast

Email, Prospecting, The Sales Evangelist

TSE 788: How to Ask For Something in an Email

ask, email, prospectIf you’re going to invest time writing emails to potential clients, it’s important to know how to ask for something in an email. Better yet, it’s important to write emails that get responses and even clients. 

In today’s episode, we discuss the steps you can take to ensure that your emails are working for you. In our interview with magician-turned-trainer Tim David, we discuss the importance of human connection. We also specify how to ask for something in an email.

Before you send another email:

  • Discover the three-word closing that will increase your response rate (as well as the words that don’t work).
  • Identify why effective research really is an important part of communication.
  • Learn the biggest mistake sales professionals make in email communications.
  • Uncover why humor generally doesn’t work in emails.
  • Understand the role alliteration can play in your emails that connect with prospects.

Prospects can smell copy/paste communications, so the most important thing you can do is to prioritize personal connection.


Begin the work of connecting with your prospects in the subject line, and don’t stop until you reach the close. Seek a balance between curiosity and clarity: be clear about what you’re offering, but give them a reason to keep reading.

Use what you’re learning about how to ask for something in an email. 

Be conversational and personal. Write an email that connects with prospects and lets them know that you know who they are.

Different things motivate different people at different times to open emails. As a result, focus on what motivates people to open an email instead of focusing simply on techniques.

Ultimately, communication is always about relationships.

Episode Resources:

Check out The TSE Hustler’s League

Tim David’s free report featuring 61 science-based influence strategies

True Influence by Tim David

Tim David on LinkedIn



Donald Kelly, Success, Sales, TSE Hustler's League

TSE 785: TSE Hustler’s League-“Track For Success”

Donald Kelly, Success, Sales, TSE Hustler's League

As you know, TSE Hustler’s League is an online group sales coaching program where we can share our best practices and learn from each other.

During this episode, I discuss the importance of keeping track of your ratios to perform better as salespersons.


  1. Have an initial contact in the form of a phone call or email. Something you can do to grab their attention.
  2. Next goal is to set an appointment.
  3. Start having discussions.
  4. Educate your prospect. Help them understand and establish their need. Build value
  5. Present your solution.
  6. Review the proposal with them.
  7. Sign the agreement and onboard them as a new customer.


Break down your sales quota annually, quarterly, monthly, weekly and daily as well as the number of outcomes you need to achieve.

You should understand your ratios.

This will make forecasting easier and help you perform well.

As you start tracking your day to day performances, you might increase your ratio. Stop guessing and fine-tune your pitch!

Episode Resources:

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Facebook group The Sales Evangelizers

Donald Kelly, Sales from the Street, Sales, TSE

TSE 784: Sales From The Street-“Whatever It Takes”

Donald Kelly, Sales from the Street, Sales, TSE

Do you give up easily on your prospects when you’re not able to get a hold of them? Do you walk away when someone says “No?”

In today’s episode, I share about a principle that can help you make more effective decisions and get you to the next level in your selling career.


What separates top-performing sellers from the rest is their tenacious drive. They have the “whatever it takes” mentality. They have a deeper desire. They want to be the best.


  • Call again until you get a hold of them.
  • Send snail mail or thank you cards.
  • Change the way you do your presentations.
  • In a demonstration, call and speak to everyone who’s going to be a part of that demo. Make it more effective and meaningful.
  • It takes more work but the results will pay off in the long run. Don’t just go in there and do the bare minimum. Get out and make it happen! Don’t just listen, apply it.


  • Are you doing whatever it takes to stand out?
  • Have you been reaching out to your prospects on social media?
  • Are you reading their books?
  • Have you been doing your research about them?
  • Have a “Why.” Let this be your fuel that gets you up and moving.
  • Be competitive.
  • You can do a lot more. Push yourself to the next level. Make sure you put everything in, whatever it takes!

Episode Resources:

Check out the TSE Hustler’s League.

The 12 Week Year by Brian P. Morgan and Michael Lennington

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Amy Franko, Relationship, Hiring, Sales Results, HR

TSE 783: Elevating Relationships For Sales Results

Amy Franko, Relationship, Hiring, Sales Results, HRAs a business owner, it’s crucial that you give value to your team and your prospects.

During this episode, Amy Franko shares with us the importance of putting people first. Listen and learn how you can elevate your relationships with the people you work with as well.

Here are the highlights of my conversation with Amy:


If you are a an entrepreneur, it takes the right people doing the right things consistently to create the sales results that you want. People come first. Equip them with the right mindset, skill set and tools and they then will elevate the organization’s results.


It’s not something we intentionally do. Sometimes it gets lost in the mix because there’s so much pressure to produce results or land the next big client.



  • 1 rockstar – Overachiever. They don’t need a lot of direction
  • 3 people – These fall in the middle zone. They produce some results. Some are close to hitting their number but are not quite there.
  • 1 participation trophy – They are there in body but their mind is somewhere else. They are not self-motivated and self-directed.

It only takes one person to drag down the results of the team. If you can elevate those 3 people and get them creating results by investing in them, that’s where you have an opportunity to elevate results.


A team composed only of rockstars might drive you crazy. It comes down to team dynamics. 5 rockstars may be a challenge. A mixture of different personalities is important.


For participation trophies, find another space in your organization where they are better suited or they need to find another opportunity outside your organization.

Your role as sales leaders becomes that coach and advisor and putting together the right team of people. This can be challenging for a business owner who’s building his first team and who’s used to selling on his own.

It starts with your hiring practices. Step out of that seller role and turn into that role of coach and advisor. Then, make sure you’re making an investment in learning and development for your team.


Look for people who interview well. It can be on both sides, as a sales leader and as a person coming in the door.


  • Do you have the right processes in place to create a successful environment for this person?
  • Do you have the right onboarding processes?
  • Do you have the right systems and structures in place?

Look for proof that they have been successful in a similar environment. Let them share their contacts to prove that they have relationships in that field and they’re not completely starting from scratch.

Look for proof points that they have been able to prospect well and open the door to new opportunities. Let them prove that they know their stuff.


Look for any kind of connection to that person. If there’s something you share in common, that can elevate you.

Create and facilitate forums for your target groups. Don’t sell them to them. Create value for them and help them build relationships. That will eventually bring you business opportunities in the long run.

Be the connector. You are the bridge between people and resources. Create relationships.

Amy’s Major Takeaway:

Define what valuable sales results means to you whether you’re a sales leader or a seller. Also know that the value of your sales results is a direct result of the value of your relationships.

Episode Resources:

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Modern Seller by Amy Franko

Amy Franko on Linkedin

Donald Kelly, Follow Up, Proposal, Closing

TSE 782: How Can I Follow Up After I Send The Proposal?

Donald Kelly, Follow Up, Proposal, ClosingHave you followed up plenty of times and not heard anything back? Did they go radio silent after you gave them the proposal?

During this episode, I highlight the importance of continuing the conversation with your customers.

Listen up and learn how you can effectively follow up as salespersons.


  • Don’t wing it. It’s never going to work. Come to the table prepared. This requires understanding the buyer’s journey.
  • Who’s the ideal customer?
  • What is their buying process? How do they purchase?
  • List the top 3 challenges that they have.
  • What do you need to ask in the first appointment?


  • In the first appointment, give them something that they can hold on to.Send a calendar invite. Have a clear next step.
  • Get their cellphone number. Usually, people don’t answer an email as quickly as a text message.
  • Give them a piece of content that can help them in their buyer’s journey. Use this as a follow up piece in case they don’t show up.
  • Grab their interest. Make sure they respond. Keep them involved. Get them invested on the next meeting all the way down to the pricing. Build value and they will stick around.
  • Ask them for a Non-Disclosure Agreement or something that will get you involved in their process. This will show a level of trust and respect.

Episode Resources:

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Personalized Email, Bulk Email, Highrise, Basecamp, Nate Kontny

TSE 781: How to Personalize Your Outreach in Bulk

Personalized Email, Bulk Email, Highrise, Basecamp, Nate KontnyNot getting replies from customers? Are you wondering why, after sending tons of emails, only a few are showing interest?

In today’s episode, Nathan Kontny shares with us the challenges salespersons face when outreaching as well as some personalized outreach strategies for you to see great results.

Here are the highlights of my conversation with Nathan:


Trying to meet customers requires too much time. Too many people try to take shortcuts and rely on these new systems that do the work for them. And they keep making mistakes and don’t work most of the time. It’s invading a lot of people’s outreach.

People start distrusting you in the long run. Word of mouth gets really bad. Care for and understand who you’re going after and be effective at that.


  • Stop sending the same email that you crafted years ago as part of an email sequence. Freshen these things up all the time. Change the templates that you use when sending out bulk emails everyday.
  • Personalize emails you send to customers. Make them feel they’re real people.


  • Send them an actual custom thing. Attach a custom video to your email. Use the person’s name. Make actual conversations with them.
  • Send handwritten Christmas cards. Send packages in the mail. It may cost you and may take some work but the results are significant.
  • You can do this for a few select people. You can’t get everyone but you can focus on some. You don’t need to be big, you just need to be good.


Treat people the way they want to be treated. Some people want to get phone calls while some prefer to get emails. Focus on the needs of the prospect.


  • Provide what you can do over video. Practice being comfortable in front of a camera. People want to see videos and how things are done.
  • Don’t push for one channel. Give your customers the channel that they want. Be flexible!


Tweak and personalize your emails all the time. Open yourself up a little bit to the people you’re outreaching to. Let them know that you’re a human on the other side!

Episode Resources:

@natekontny on Twitter

Nathan Kontny on Youtube


Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Facebook group The Sales Evangelizers

The Ultimate Sales Machine by Chet Holmes

How I Built This podcast by Guy Raz

TSE Hustler's League, Donald Kelly, Sales, Ideal Customers

TSE 780: TSE Hustler’s League – “Where to Find Your Ideal Customers”

TSE Hustler's League, Donald Kelly, Sales, Ideal Customers

As you know, TSE Hustler’s League is where we can learn from each other, get accountability among ourselves and see the performance and improvement of each member.  

In today’s episode, I discuss the importance of knowing your ideal customer and how you can find them.


List 3 industries you can focus on the most. This way you can point out issues. You want people to remember you so they can refer friends to you. This makes marketing so much easier.

Focus on the ideal customer and how you can guide them down the path. Have that focus because it helps everything else with your marketing.


Look at the best customers now. Look at the ones who give you testimonials on your website. Find others like them.


If you don’t have one, go to your competitor’s website. Look at their case studies. Look at their ideal customer profile. Take note of their issues and problems and outline everything for you.


Do an interview with one customer. Find out the challenges that they have. How did you help them make money? What’s their demographic? How much money do they make? What conferences do they attend? These are some questions you can ask them.


Use this avenue to find customers. Check your competitors’ social media profiles, their customers and people that they’re following.

Episode Resources:

Building a Story Brand by Donald Miller

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Facebook group The Sales Evangelizers