Communication Archives - The Sales Evangelist

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Need every men need

TSE 1309: The One Need Every Human Mind Has And How It Will Help Increase Your Sales

Need every men needThe human mind has one very powerful need. In this episode, we’ll talk about what that one thing is and how you can use this knowledge to increase your sales. 

John Voris’ parents wanted him to be a lawyer but he wanted to be a teacher. As a result, he went to Berkeley and studied philosophy, which was good preparation for going to law school. During that time, John needed a part-time job and tried a job doing door-to-door cold calling. It wasn’t easy and John was fired four times. He realized he needed to study and learn more so he went to workshops and seminars. He also read books and listened to tapes. He tried again and failed three more times. Still, he continued to educate himself. 

John observed that sales training doesn’t really touch on the topic of language and how it works. Salespeople know very little about this topic even though the idea of language is so massive it could fill an entire bookstore. John went on to read books on existentialism, phenomenology, and more. He was able to learn how language works, what objects are, and how they affect our lives. John experimented with the knowledge he’d accumulated and within three to six months, he was able to see the pattern and make a model he could use in sales.  John, who had been fired seven times, was now able to close 14 sales out of 20 calls. 

Learn the symbols 

Everything around us is a symbol. People collect and surround themselves with symbols that resonate with who they are. These symbols represent with what we like and dislike. Knowing that everything around us comes from who we are, salespeople can use these symbols to discover who their prospect really is and what’s important to them. 

Salespeople being human

People have different motivations.  We are curious and this curiosity leads to wisdom. We want to change things. This is where our power manifests itself. We think about what is fair and this leads to justice. The books of Donald Edward Brown entitled Human Universals talk about 300 universal aspects that reflect what it means to be human and these are aspects that are consistently repeated. For example, human beings all need to be loved, engage with others, and have relationships. It’s these consistencies that John was able to create into a model of selling.

John recognized there’s a difference between drive and desire. What John wanted to figure out was what drives people to take action. The result? His book,  Discover the Power that Drives your Personality: How Four Virtues Define Your World – Introduction to the Life Themes: Love, Justice, Wisdom, Power. This drive is where your energy and power are. 

While we live in a visible physical world, we live for the invisible abstract world of ideas. We surround ourselves with objects to manifest who we are. We all have the innate desire to express ourselves. Once you see how your prospects want to express themselves, then you will understand how to sell to them. Through what you observe in these objects, you can find out what motivates your prospect and adjust your language accordingly. Knowing them doesn’t mean you will sell each time but it does mean you’ll get closer to the language you need to connect with them and increase the odds of making a sale.

What is an authentic identity?

Imagine that you are creating a Western movie and you need items for the set that falls under that theme.  You would not be able to sell a laser gun to a western-themed movie.  The theme dominates everything. A salesperson cannot sell anything that doesn’t conform to the theme. 

The same is true for your prospects.  If your client is a master carpenter, you know they don’t rush through work, they have patience in learning their craft, and they are interested in details. As a sales rep, talk to them about your product in terms of details and be ready to take your time. As you see the symbols of their authentic identity, you’re able to adjust your language to the symbols that represent your clients.  Simply observing their surroundings and being able to find meaning from these symbols, will help you understand who they are as an individual so you can adjust accordingly.

Archetypes and Authentic Identity impacts the sales process

Your job as the sales rep is to language yourself towards your prospect honestly and authentically so it creates mutual trust. With the pandemic going on, most conversations and interactions are happening on the phone. Even then, you can still look for symbols. Everyone has their own lexicon, their own vocabulary. They will drop signals in the way they talk. Listen intently to how they express their own logic and reason and they will tell you exactly who they are as an individual. People fall under one of four archetypes – love, justice, wisdom, and power. Figure out which archetype your prospect is reflecting and speak to that in your discussion. 

The idea of a script

A sales rep must have the freedom to tweak how they talk about what he/she is selling so it’s more authentic. When sales reps feel more authentic there is a greater opportunity to connect with the prospect. This is how trust is built. 

John suggests that sales reps must deliver selling points in a way they feel most like themselves. When both the sellers and the prospects have room to be truly authentic, a certain level of empathy is created. People typically have their guard up but authenticity is the way to start bringing these guards down. John was able to sell despite failures because he learned how to language his selling. What he lacked in natural talent, he made for in his passion to learn and adjust.

The One Need Every Human Mind Has And How It Will Help Increase Your Sales” episode resources 

Connect with John Voris via his official site. If you are interested in more sales stories, you can talk to Donald directly. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by Crmble, the easy-peasy CRM for Trello that helps you manage your contacts and leads without investing in complicated solutions, sync all your data, manage custom fields, and get powerful reporting on your sales. Try Crmble now for free at This course is also brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. It will help them elevate their sales game. Sign up now and get the first two modules for free! You can go and visit also call us at (561) 570-5077. 

We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

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Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Watch on YouTube:

TSE 1137: What Tool Should I Use For Video Conference Calls?



The Sales Evangelist podcast features experts from all over the world, and Zoom helps us bridge the distance for video conference calls without added expense or travel. 

We use Zoom to power The Sales Evangelist Certified Sales Training, and it enables us to help sales reps and sales teams improve their skills, find the right customers, generate effective activities, establish successful strategies, build strong value, and close more deals.  

World travel

Zoom is a powerful video platform that makes it easy to communicate with people all over the world in a matter of minutes. It powers webinars, video conferencing, and video phone calls.

In the early days of The Sales Evangelist, we used Go To Meeting for our conferencing and demonstration needs. It was the Kleenex of the industry. 

Skype was available but it was mostly used for personal needs, like friends and family members looking to stay connected. Eventually, it was bought by Microsoft, and we tried using Skype Business for our podcast interviews. Though the audio quality was ok, the service frequently dropped calls. Additionally, because there was no way to record, I had to incorporate a third-party app to save our interviews. 


Around this time, a guest came on the show and shared his experience using Zoom. His company did all of its recording with Zoom and they liked that it integrated with a lot of other tools the company was already using. I was skeptical, but when I started my research, I discovered that a lot of other industry folks were using it as well. 

The audio quality was great and it didn’t generate a lot of background transformer-type noise. Other tools like Google Hangouts and emerged, but they were clunky and complicated for the customer who was logging in. 

Selling points

Perhaps most importantly, Zoom was free to use. It didn’t have the same capabilities as the robust premium account, but I could log in and talk to someone for 45 minutes, or invite up to 100 different people to join me on a call. Eventually, I discovered I wanted access to the premium tools, and it was easy for me to transition to a paid account, as well as being cost-effective for a small business. 

Zoom offered high-quality HD video recording that I could record to my cloud account or use on my YouTube or social media channels. I could also connect it to Dropbox. 

It integrated easily with Slack, which made it easy for me to communicate internally with my team. Zoom also integrated seamlessly with Salesforce, Google Drive, Gmail, and Blackboard. In some cases, the connection requires Zapier, and in others, the tools connect directly. 

Sharing information

Zoom offers powerful educational capabilities as well. If I’m giving a demonstration, I can use the tools to underline or highlight important things, which gives the buyer complete interaction. Screenshare is an option, of course, and you can even use your cell phone. Screen shares work either plugged in or via wifi and Bluetooth. 

People buy after they recognize value. Engage your prospects by teaching them something they didn’t know before. Zoom allows you to accomplish that despite the fact that they are sitting in China and you’re in Milwaukee. 


Zoom is a powerhouse that beats the pants off the big-name providers in the industry. If you’re planning to renew your GoToMeeting account, check out Zoom first. I’m not getting any money from them for doing this. I simply use Zoom daily and it’s perfect for the work that I do. 

Zoom Rooms allow you to gather multiple people on a screen, and the company is hosting a conference called Zoomtopia this October. Zoom is pushing the boundaries of connecting people, and the company continues growing. 

Even for the technologically-challenged people in our lives, Zoom works well because it’s user-friendly. 

“Video Conference Calls” episode resources

Check out for more information about video conferencing for your organization. 

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there. I’m fairly easy to connect with. Just comment on something about my podcast. Send me an email.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

As a savvy seller, you’ll want to continue learning, and you can take advantage of a free 30-day trial, complete with a free audio book, on Audible. They have thousands of books to choose from and you can begin your free trial today. 

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Audio provided by Free SFX and Bensound.



Donald Kelly, The Sales Evangelist Podcast, LinkedIn, Trust

TSE 965: TSE Hustler’s League – “Trust”


Donald Kelly, The Sales Evangelist Podcast, LinkedIn, TrustLinkedIn is an important resource for sellers and companies, but we hardly know our hundreds of connections. It doesn’t work to pitch people that we hardly know anymore. You must build trust.

On today’s episode of The Sales Evangelist, we talk about the importance of trust and the relationships and connections the result when we build it.

Building connections

Once we realize the importance of connections, we get busy connecting with everybody. We connect with everyone in our industry and everyone in our Gmail.

And though we’re connected to a lot of people, we don’t regularly communicate with most of them. They’re simply connections.

But connections don’t necessarily translate into business.

In fact, we all have people in our lives who are important to us, but who we wouldn’t recommend to a trusted partner. We don’t want to recommend them because it will be on us when it goes bad.


Instead of working to get a huge number of LinkedIn connections, focus on building genuine connections with people you actually communicate with.

Call them. Email them. Share an article you think is relevant to them. Congratulate them on important events. Text them. Focus on personal touches.

Simply being connected on LinkedIn won’t generate revenue for your company, and your connections on LinkedIn won’t automatically turn into trusted allies.

You must build trust and become a trusted advisor.

Personal touch

We frequently talk about the fact that people like to do business with other people.

How can you create a personal touch?

Set time on your personal calendar to connect with people on LinkedIn. Respond to your new requests or send personal messages. Go alphabetically each day if it helps you break it into smaller pieces.

Instead of reaching out to people purely to sell them something, you’ll be building value. There’s a difference between connections and spam.

Share educational information like microblogs or other content you’ve created. When people see that you’re active and generating valuable content, they’ll begin to trust what you have to say.

Give before you receive

Find out what’s important to the people you’re connected with. Keep their information in the back of your head and watch out for new connections who might be a good fit for your existing connections.

If you know of a company that is hiring and you know of a good prospect, ask if you can make an introduction.

Focus on the simple things that will help your prospect be successful.

“Trust” episode resources

This episode is brought to you in part by, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.



Just Catamarans Inc., The Sales Evangelist, Donald Kelly, Thomas Chambers,

TSE 854: Sales From The Street:”Communicate”

Just Catamarans Inc., The Sales Evangelist, Donald Kelly, Thomas Chambers,

Every sales professional knows the challenge of convincing a customer to choose your organization over your competitors’. We all understand the value of learning to communicate in order to be successful in business.

On today’s episode of Sales From The Street, Thomas Chambers shares the challenges he faces in his role as VP of sales for a yacht brokerage. He discusses the need to communicate often with customers and sales agents, and his belief that there’s no such thing as too much communication.

Finding balance

In Thomas’ industry, the sales agents are 1099ers: independent sales reps who “eat what they kill.”

Sometimes, though, agents put a lot of work into a transaction and get nothing from it because the loan doesn’t close for some reason.

He compares his industry to the real estate industry, in which sales don’t happen in a day. In fact, the entire process can take 6 months to a year.

There’s a balance, then, to keeping employees accountable to their goals, and encouraging them when they struggle. They have to keep their eyes on the long game, and develop patience and perspective.

Communicating frequently

Because half of Thomas’ employees are in different locations, he instituted weekly sales meetings to keep everyone on the same page. It gives his team a chance to discuss pipelines, boat listings, marketing initiatives, industry events, and relevant news.

The meetings give his agents a chance to communicate consistently, and to provide feedback.

The meetings have increased his agents’ trust in his leadership and grown the relationships.

He also prefers sharing ideas as they occur to him rather than waiting for their weekly meeting. Additionally, he is able to help them focus on increasing their online footprint.

As a result of their collaboration, many of his agents have started their own YouTube channels and improved their online presence.

“Communicate” resources

You can connect with Thomas and Just Catamarans at You can also find the company on Instagram, Facebook and YouTube.

There’s a reason I continue suggesting the book, Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley. It’s a fantastic blueprint of all the things buyers say they expect from sellers and want from sellers.

I’m so convinced of its message that I’m offering a free excerpt of the book so you can check it out.

Leave us a review wherever you consume this content and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX.

Sales Basics, Sales Fundamentals, Donald Kelly

TSE 807: Selling Basic 101…They Are People Too!

Sales Basics, Sales Fundamentals, Donald KellyBefore you do anything else, you must remember that your leads are people, too.

Before you make any attempt to respond to a lead, or to qualify a lead, or certainly to sell something, you must remember that he is a person just like you.

Who is he? Where did he come from? What challenge is he struggling with right now? What’s going on in his personal life?

People, not prospects

Sales professionals must not think of the people around them as simply prospects or leads or people who have money.

If we approach them as humans, we can either persuade them to make a decision or help them persuade themselves to make a decision.

We can do that by personalizing outreach and personalizing each contact we have with them so that we’re providing value and helping them to solve problems.

Connecting with people

I recently reached out to a lead and we connected to determine whether The Sales Evangelist Hustler’s League might be a good option. We spent some time getting to know each other. I learned that she had left sales to raise a family and was returning now that her children were grown.

Ultimately we determined that this semester of Hustler’s League might not be a possibility for her.

A couple of days later, she emailed me to tell me a story about how our conversation impacted her family. Her son, who has generalized anxiety disorder, suffered his worst-ever panic attack, and my friend and her husband had to go meet him to drive him home.

On the ride home, she told him about our conversation. He pointed out that I had made her feel involved in The Sales Evangelist even though she hadn’t joined. It prompted her son to consider contacting the people who operate a podcast that he enjoys.

She pointed out that our interaction gave him hope.

I share this, not to toot my own horn, but to illustrate that the people we’re dealing with have sons, daughters, dogs, cousins, and challenges.

Episode resources

If you aren’t as successful as you’d like to be at closing deals, you may be struggling to build value. Check out The Sales Evangelist Hustler’s League to connect with other sellers of all levels. You’ll have a chance to learn and grow, and be more successful.

If you like the content here, subscribe to the podcast and leave us a review wherever you consume our content. Tell others about it so they can benefit from it as well.

We want you to be happy, to find more prospects, to build stronger value, to close more deals, and to do big things.

Audio provided by Free SFX.

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.

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.

Communication, Barney Kramer, The Sales Evangelist Podcast, Donald Kelly

TSE 333: Practical Tips To Improve Your Communication as a Seller

Communication, Barney Kramer, The Sales Evangelist Podcast, Donald KellyDid you know that leaders spend 80% of their time in communication either written or verbal? Unfortunately, communication is a very important area in selling that is becoming a lost art. Barney Kramer is on the show today to share with us insightful tips to help improve your communication as a seller.

Barney Kramer has taken his sales experience up another notch as he helps people become leaders by mastering the six core competencies leaders have done for years. Barney has launched his national online learning system in order to extend his reach.

Here are the highlights of my conversation with Barney:

Strategies to turn communications into profits:

  1. Start to trust your prospects.

If you can’t trust them, you can’t communicate with them. If they don’t return your phone calls, if they ask you to call them and then you can’t connect, that just means you can’t trust them. You would not want to do business with people you can’t communicate with.

  1. Listen.

When you begin to realize that your real role in life is to help others, you start to get the rewards from doing that.

  1. Follow up on people whenever you tell them to.

One of the reasons customers never do business the second time with you is you never bother to call them back.

  1. Let them know you’re not ignoring them.

If you say you’re going to do something, do it. Do it from both sides of the line. Courtesy makes all the difference in the world. If you’re going to be busy for a while, inform them that you are.

  1. If it’s not a good fit, be as open as possible.

Be honest with them. Set the expectation that you can be open with them as much as they can be open with you if at a certain point either of you realizes that you’re not a good fit.

  1. Do not speak so quickly that you can’t even think.

Enunciate your words in a way customers can understand you. Research says that when you’re talking very fast, somewhere between 14 and 16 seconds, your mind will shut down and begin to process what it’s heard and it can’t continue to process anything new and there’s no way to override that. You can’t figure out how you can help customers if you’re too busy talking.

Barney’s Major Takeaway:

See how good you can get at listening to what the other person is really saying. Go past just the words to see the content and their feelings. The better you get at listening, the better you’ll be in sales as well as everything in your life.

Episode Resources:

Connect with Barney thru email at

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 Sales Evangelist, Donald Kelly, Donald C. Kelly