Outreach Archives - The Sales Evangelist

Category Archives for Outreach

John Livesay, Audible, Story Telling,

TSE 1129: Sales From Street: “Better Selling Through Storytelling”


John Livesay, Audible, Story Telling,Instead of pushing your message out to your prospects in hopes that they’ll latch on, sellers can make their message magnetic and practice better selling through storytelling

John Livesay is known as the “pitch whisperer” because he helps people become compelling storytellers. Plato said stories rule the world, and it’s still true, except 2,600 years later, we have many distractions that he didn’t have. 

Push and pull

Pushing your message out to sell a product or service just doesn’t work anymore. The new technique is to pull people in with great stories. John’s work as a storyteller began at an ad agency where he was tasked with creating 30-second commercials for movies. He discovered the need to tell a concise story that made people want to see the movie. 

During a stint in Silicon Valley, he competed against IBM and other massive companies to sell technical products. He realized that if you confuse people, they say no. But you can pull people in by telling the story of what the technology does.

His work culminated in a career selling ads for Conde Nast magazine, where he had to bring to life the vision of a particular brand to a particular advertiser so they could see why their brand would resonate with the stories being told in the magazine.   

Self-esteem roller coaster

John points to the fact that sellers tend to feel good about themselves only when their numbers are up. When they’re down, self-esteem suffers. 

He recognized his sense that he had to constantly push information out, which was exhausting. Even worse, if you’re pushing and trying without getting anything in return, you end up feeling bad about the whole process. 


The glow of PowerPoint has replaced the glow of campfires, and we often sit in meetings where someone reads to us from a slide. Don’t do that. Nobody wants to be read to. John suggests using a series of images from which you can tell a story. 

Stories work because of our right-brain, left-brain way of processing information. If you’re buying a car, when the seller shares how many miles-per-gallon it gets, you cross your arms and prepare to negotiate on price. But if you say, “Donald, let me tell you a story of someone like you who bought this car and how it changed his life,” you’ll pull the buyer into the story. 

People buy emotionally and then back their decision up with logic. 

Sellers who deal in Ferraris don’t talk about miles-per-gallon. They sell the emotion of driving a sexy car. People buy emotionally, and storytelling is the best way to tap into people’s emotions. 

If you tug at people’s heartstrings, they open their purse strings.  

Sales outreach

John recently worked with Honeywell on the sales of technical products that keep the air clean inside operating rooms. The team talked a lot about the technology and the specifications and how it was better than what the competition had to offer. 

The real story is what happens if the air isn’t clean in the operating room. The patient gets an infection and has to be readmitted for additional surgeries. 

Just about every seller has a case study or testimonial of some sort that can form the basis of a good story. 

Paint a picture

Some sellers use before-and-after pictures to sell their product or service, accompanied by a bunch of facts. There’s no emotion or story. 

A good story has exposition and it paints a picture of the work you did with a previous client. It marries the who, what, when, where, and why of a client with the problem you were solving. It demonstrates how much better life is for your client after he works with you.

But you are never the hero in the story. Tell your story so that the client can see himself in your story. It will make your closing very different because the client will want to take that journey with you. 

Tell a story with specifics, and be sure to include the drama that happened along the way. 


Most sellers make the mistake of having too many words in their PowerPoint presentations and failing to think about what their opening will be. Thanking them for the opportunity to be there isn’t memorable because everyone does it. The fact that you’re excited isn’t what excites your clients.

Whether you’re pitching to fund a startup, to get hired, or to tell people why they want to work with you, use an opening that pulls people in. It’s the most important part of any presentation. 

Sellers often rely on ploys like presenting last in hopes that their presentation will be the most memorable, but the best story is going to get the sale. It doesn’t matter what order you present in. 

Sell yourself first, then sell your company, and then sell your product or service. Most people skip the first two. Tell a story about yourself, then about the company and its culture, and then how you help other people. 

Elements of a story

Don’t just tell the story of how you solved a problem for a client. Paint a picture of the resolution and what the client’s life looks like now. 

John recounted a client who was dropped into the Amazon jungle when he was 18 to survive for two weeks as a rite of passage. The entrepreneur shared the story of how his lessons in the Amazon jungle translated into the concrete jungle of entrepreneurship, and he got the funding he was looking for. His investors figured if he could survive in the Amazon, he’ll figure out how to survive here.

Make yourself memorable and connect emotionally with your prospects. It gives you a tool in your toolbox that you don’t normally have.

Three stories

Anytime you’re starting out with this concept, ask yourself these questions:

  • How am I going to sell myself? Why did I take this job? 
  • What’s the company story of origin?
  • What case study can I develop into a story that people will see themselves in?

Arthur Ash, tennis pro, said the key to success is confidence, and the key to confidence is preparation.

“Better Selling Through Storytelling” episode resources

Grab a copy of John’s book, Better Selling Through Storytelling. Text the word “pitch” to 66866 and John will send you a free chapter of the book that has a step-by-step process on moving from invisible to irresistible as a seller. 

You’re a savvy salesperson who wants to learn and grow. Check out audible for thousands of titles, plus a free 30-day trial, plus a free book. 

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 mailtag.io, 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.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating 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. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

Audio provided by Free SFX and Bensound.


Enterprise Seller, Trong Nguyen

TSE 1126: How to Handle Major Challenges When Selling

Enterprise Seller, Trong Nguyen

The sales landscape is always changing but by gathering insights from other sellers we can determine how to handle major challenges when selling

Brandon Bruce is co-founder of Cirrus Insight and he’s going to address how to we can get out of our own zone, where we focus exclusively on ourselves and our companies and seek opportunities to interact with other people. 

Today’s episode is a reboot of episode 736, with great information about long-term strategy, providing value, and email outreach.

Evolving sales

The world of sales is constantly evolving. One of the challenges Brandon sees with sales right now is an unspoken push that exists. Because there are a bunch of companies at the growth stage, and a bunch of companies just starting out, there’s a tremendous amount of energy in the sales industry. 

There’s a premium on hitting numbers. Everyone is hustling and trying to find a way to build a better mousetrap. On the negative side, sellers might be hyperfocused on closing deals so that they forget to prioritize the personal connection. Because connections take time, and sales reps get antsy, we sometimes try to speed things along. 

We don’t want to close a deal next month; we want to close it this month. 

Brandon believes there’s a happy medium to be found. We must work to focus on building sustainable relationships even while we focus on making our numbers. 

Long-term success

Companies that focus too narrowly on numbers will likely struggle to achieve long-term customer success. The customers won’t stay as long because the deals were one-time kinds of relationships. It’s easier for customers to walk away when the customer doesn’t know us well. 

Brandon remembers buying a countertop, a one-time purchase, from a company that worked to develop a relationship with him. They were struggling to find exactly what he wanted until they discovered an unused countertop in a storage area. It was exactly what he needed, and it was something a previous customer decided against using. And the company sold it to him for 50 percent off. 

He calls it a great selling experience because they listened to his needs and they thought about how they could best help him. And even when they had a chance to make more money off the deal, they sold it to him at a great price. 

Even though he won’t be in the market for a countertop anytime soon, they created an evangelist in him. If anyone should ask where to buy a countertop, he’ll absolutely recommend that company. 

They closed a deal, they moved product, and they build a sustainable relationship. 


We should probably remind ourselves to focus on doing the right thing, and sometimes allowing ourselves to take the easy option. We’re tempted to feel like we should push a little harder, but sometimes we can take the easy deal that leaves the customer feeling satisfied. 

Your customer will become an evangelist for your company. You might have missed a chance to get a little more from them, but because you gave them more, you’ll have the opportunity to earn more from them. 

Building customer relationships benefits your long-run philosophy. 

Raving fan

I joined an organization that gave its sellers to the book, Raving Fans, as part of its onboarding process. It helped us understand the value of customers who bought our solution and then stayed with us to upgrade and buy more later. 

It’s valuable to have a customer who likes your product and who will promote you on social media and leave you reviews. A raving fan might take you to their next three jobs, or mention you on their podcast. 

It has less to do with building a predictable sales machine and more to do with building a fan base who is passionate and who might do unpredictable things. 

Reaching out to prospects

It’s getting harder and harder to reach prospects, and sellers use a variety of tactics to do it. 

E-commerce has gotten huge, and statistics show that buyers have done a tremendous amount of research before they engage in the sales process. Despite that, there’s still room for a lot of outreach and prospecting. But how can we bridge that gap if we have buyers who are already doing a lot of the work themselves?

Begin by making it really easy for your customers to have a conversation. Brandon’s company puts its calendars on the website so that customers who want to schedule time with them can immediately see what is available. Once they schedule a time, it will automatically appear on the company’s calendar. It’s buyer-driven versus seller-driven.

Prospects come to them more often now asking for a demo. Meeting them part-way helps to bridge that gap. 

Another option they use is the ability to place bulky slides in a web portal and then provide a link to it instead of putting the slide in an email. It’s useful because they can click on it and view it online. They don’t have to worry about malware or about a bulky attachment loading too slowly. 

They also get real-time analytics about their slide deck: they know which slide people are most interested in, and where they abandon the slides. The team can then offer to follow up with a demo.

Meeting halfway

Brandon calls the process meeting halfway, which he said is how the best sales always happen. It’s a buyer saying, “I’m ready to buy,” and a seller saying, “We’re pretty interested in selling to you.” It creates a partnership where everyone brings something to the table. 

Persuade by sharing insights. Many people have a distaste for sales because they perceive it as a seller trying to trick a buyer in buying something he doesn’t need. But that’s not selling. That’s trickery. 

Sales is an art and not a science. It can’t be reduced to an algorithm, at least not yet, because it involves nuanced decisions as part of the relationship. In his own case, the company was looking to make a purchase, but the VP of marketing was skittish because the company wasn’t pushing for the sale at all. It left her with the sense that they don’t really want their business. 

The art results from trying to find the right amount of positive pressure to get the deal closed. It’s figuring out what your buyer needs and wants to hear, telling them, and moving the conversation forward. 

Email outreach

Email outreach is difficult and it has gotten harder over the lifetime of Brandon’s company. As with any trend in technology, as more and more people come on board with automation, there’s simply more volume. Those on the receiving end are overwhelmed by it, and it’s hard to overcome the spam filters. It’s difficult to break through. 

Short emails work the best; perhaps two or three lines long with single sentence paragraphs. It must be super easy to read at a glance because people don’t tend to read deep content. 

Clearly state what you do and provide a link or two. Make it very easy for the user to click and say, “I want to learn more.” They’re much simpler than the newsletter-type emails that are rich in image and video. Google and other filters often knock those out. It’s a simple, text-based email with an intriguing subject. 

Recognize that vanity metrics might get you a 100-percent open rate, but they don’t drive conversations, and conversations drive sales. 

Consider asking other people in your industry for feedback. Brandon likes to send ideas to other tech founders and ask if his ideas seem insane or totally off-base. Because it’s a very giving community, people often write back to offer thoughts and ideas. 

Keep the excitement

Sales will always be a hustle. It won’t ever be easy. It’s a nice idea to think that you can create some kind of machine that will keep the money rolling in, but it isn’t realistic. We must keep putting our heads down, hustling, and meeting the customers halfway. Make deals that are easy to say yes to and that leave your customers feeling confident about the decision. 

Let your audience know that doing business with you is easy. 

“How to Handle Major Challenges When Selling” episode resources

If you’d like to connect with Brandon, you can email him at brandon@cirrusinsight.com, or you can find him on LinkedIn

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. 

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating 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. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.




Outreach.io, Mark Kosoglow, Donald Kelly, OniChannel

TSE 1119: Sales From The Street: “Omnichannel Outreach”

Outreach.io, Mark Kosoglow, Donald Kelly, OniChannel

We consume information from a variety of platforms, so we have to connect with prospects from different angles using omnichannel outreach. We have to find our audience where they happen to be listening.

Mark Kosoglow is the VP of Sales at Outreach, a sales engagement channel, and he’s explaining today how sales reps can include omnichannel outreach in their efforts. His passion is developing people and creating a winning, fun, positive atmosphere where people are inspired to do their best.

He said if you are going to have a hard worker, they have to enjoy work. That doesn’t mean you have to enjoy what you do. It means you enjoy working and you’re likely always tinkering around the house. His dad taught him that if you make people’s work easy, they’ll work hard for you. To that end, he tries to make people’s work easier so they’ll work harder.

What is omnichannel?

Consider the following questions as you’re considering what omnichannel is.

  • Do you answer the phone when someone calls?
  • Do you reply to every email you receive?
  • Will you sometimes engage with people who contact you on social media?
  • Will you sometimes talk with people who stop by your home or office to sell something?

That’s omnichannel. As humans, we engage with people in many different ways depending on our mood or their approach or the channel.

The point of omnichannel outreach is to meet people where they are. People have preferred methods of communication, and by limiting yourself to a single channel you’re excluding a large number of people. You’re missing out on a growing audience.

Overthinking omnichannel

Many people don’t understand how to use omnichannel. With social, for example, if I’m targeting you on social media, I’d begin by following you. Then I’d read your posts and engage in activity to let you know that I’m interested in you as a human and in the things you’re doing. After I’ve built an online social relationship, the person I’m targeting should understand a little bit of why I’m interacting with them.

At that point, you can reach out with a value pitch or something that helps people understand what you’re offering.

As humans and nonsellers, we do this kind of stuff all the time very naturally, but then when we bring it to our careers and the way we make money, we get weird about it. We do stupid stuff that we would never do as a normal human. But the truth is that if you engage professionally on social media the same way you engage on your personal pages, you’ll be a great social seller.

Beginning with omnichannel

Sales managers who hear this may wonder how to introduce these concepts without disrupting the success their team members are already having. Admittedly it’s difficult to introduce change while trying to avoid disrupting the status quo.

At Outreach, the teams begin with a hypothesis like, “I believe that by engaging with our top 10 accounts that we can create more meetings.” It’s specific and measurable. Then they create a plan to go do that.

Maybe set up a strike team of your best reps or a cross-section of different kinds of reps and have them run the same process. Then, using KPIs, measure their results against the control results. If there’s a lift, then people will be happy to move to the new techniques.

Realize that you cannot have people who conduct activities in different ways. There must be a workflow and process in place to ensure that you’re measuring the process rather than the ability of the individual. In the end, you must have the guts to make a decision.

The only sellers who should balk at this kind of change are those that live in the exact house that they want, who are driving the exact car that they want, and they are happy coming into work. If a seller fits that description, he’s likely already making $10 million a year or he is lying to himself.

Tracking results

Sometimes our tracking processes do a fantastic job of motivating our activities, but they produce such a heavy cognitive load that teams spend more time managing them than they do in their sales activities.

Mark equates sales to plate spinning, where you spin up a couple of people on Monday, and then spin a couple more on Tuesday and then again on Wednesday, but you have to return to the Monday people to keep them spinning. The problem is that you can only spin so many plates at a time.

Technology allows you to add a motor to the stick that will keep the plate spinning until the motor runs out of gas. Technology helps you administer and run the system, and Outreach does exactly the same thing.


Even if you’re automating a system, you can build out processes that allow you to be personable. Include a first step that involves research to discover two or three specific things about your prospect. Then include those in your CRM and write an email based on those things you found. The first step should not be an automated email.

Even if you send an automated email to 10,000 people and get 100responses back, you will have burned out 9,900 people by sending a generic email. Take your time and send personalized messages to a select group of people.

Organization size

Outreach works with single seller startups and huge companies like Adobe, Microsoft, and Amazon. The tool is meant to be flexible. The sweet spot is probably from 100-500 users; a company that is seeking to really nail down their scaling strategy. It’s for those companies who can’t afford to rely on the top 20 percent to carry the load for the other 80 percent.

Your company must have a much more operational system driven way of selling.

One of its secret sauces is its integration with SalesForce and Dynamics so that every action is logged into the CRM automatically. The tool uses a feature called Amplify that involves complex, futuristic machine learning.

Machine learning

As an example, the average percentage for out-of-office replies is 17 percent. So 1 in 5 of those responses will likely include the date the person will return, and the name and phone number of someone else in the organization who may even be higher in the organization. And most reps probably delete those emails despite all the good information that’s in them.

You’re 46 percent less likely to book a meeting with someone if you contact them a second time when they’re out of the office. Pair that information with the fact that the majority of those emails will include the contact information for another person on the team. Outreach has created machine learning that can read out-of-office replies.

It reads the date of return in the email and offers an option to pause all communication until the recipient returns. It also notifies you of the other team member’s contact information. With one click, you can address these issues.

From the company’s origins, they scanned emails and discovered 73,000 phone numbers in the email signature blocks. Of those contacts, only 23 percent of those were added to CRM by the reps. Seventy-seven percent of those were never captured.

In 9 out of 10 deals, you end up talking with the person who was originally listed on that out-of-office email. And considering how much less likely you are to book a deal if you contact the person again while they are out of office, it’s damaging your efforts if you don’t read the out-of-office email.

This helps you be more personable because you’re not contacting the person continually while he’s on vacation.

Multiple channels

If you aren’t contacting people on multiple channels, you’re limiting your ability to succeed. But don’t go willy-nilly spending half your day on LinkedIn. It’s a waste of time. Create a defined experiment with a hypothesis to test against, measure it, and see if you can get better at what matters by doing something different.

If you can combine those two things, you can potentially improve your performance in two weeks.

“Omnichannel Outreach” episode resources

You can connect with Mark on LinkedIn, where he’s fairly active. He doesn’t do Twitter, Facebook, or other social media. You can also connect with him at outreach.io to book a demo and experience world-class inbound lead handling. Within two minutes you get a personalized email from a rep, and within 15 minutes, large companies get a phone call from a rep.

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

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 mailtag.io, 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.

Take advantage of a 30-day free trial, including a free book of your choice, at audible.com/tse.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating 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. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

Audio provided by Free SFX and Bensound.


Donald Kelly, Eventbrite, Networking, Sales Outreach

TSE 1117: How To Effectively Use Networking Events In Your Sales Outreach Efforts!

Donald Kelly, Eventbrite, Networking, Sales Outreach

We’ve all encountered the guy who attends events just to see what he can get for himself, but there are ways to effectively use networking events in your sales outreach efforts.

You know the type: his conversations are one-sided because he’s only focused on his next big opportunity, and he has no time to learn about your business. His pitch kicks in when he finds out you’re a business owner.

But he could have fixed his approach. And you can make sure you’re not like him in your outreach.

New clients

No matter what type of sales you’re in, you need to get clients in the hopper. The way you get new leads varies based upon your industry. Some demand door-to-door while others require phone calls. Today, we at The Sales Evangelist use social media and other efforts as well as networking events.

Typically, at networking events, I encounter potential clients or people who can connect me with other people who are potential clients. Outreach done well can be very rewarding. But as we mentioned in the teaser, you can’t become the obnoxious guy that others avoid.

He may not even realize he’s coming across that way. He has likely had just enough random success to believe that he’s effective. But he could perform a lot better and gain more leads and opportunities if he changed his approach.


Before you attend a networking event, do your best to find out who will be there. Will the people there tie in with your demographic? Will they represent your ideal customer?

It may be impossible to find out who will be there, but it’s worth the effort to try. If you know the organizers, ask them about the top companies that will be represented there. If they give you names, research them before the actual event. Use tools like LinkedIn to gather data about those companies.

Plan who you want to connect with at the event. Develop a short list. The spray-and-pray mentality that involves giving out 10,000 business cards doesn’t look good. Instead, be intentional about the cards you give out.

Broaden your reach

Identify people you’d like to do business with as well as those who can become potential partners for you. Then, consider those who may not purchase directly from you but who can introduce you to other complementary partners.

You could even consider connecting with those you consider competition. I’ve had a good working relationship with companies I compete with, and we were able to help each other out. Whether we’re pursuing the same customers or different ones, it doesn’t make sense to burn bridges unnecessarily.

It’s also good to identify people that you could potentially help.

Be genuinely interested

People don’t necessarily care about you but everyone cares about their own problems. We’re all trying to solve problems, so the obnoxious seller might do well to understand our challenges. Perhaps he should have been curious about our business and asked additional questions.

Then ask follow-up questions. We did a great episode with Bob Burg who gave us great insights on this issue.

It’s worth mentioning, too, that we’re having a local sales meetup where Bob will be the guest speaker. We’ll be talking about his book, The Go-Giver.

Bob recommends having a list of questions you can ask.

  • Why did you get involved in this business?
  • What’s the biggest challenge you are seeing?

This leads to deeper discussions that will help you identify issues.

Simple message

Be prepared for their questions. Don’t begin by telling them what you have to offer, but be prepared for them to ask. Give a simple clean message that’s no more than 30 seconds. Let him know what you do.

Consider something like this:

“We help small businesses who are interested in growth, build out a sales process that’s actually going to help them increase revenue. We do this through consulting as well as through sales training.”

This will lead to further discussion and it will open opportunities for you to talk more. It may even provide more time for you to pitch in front of the group.

Jason Lynette, who appeared in episode 1081, gave a masterful message about situations where you have more time to share your message.

Draw in the room

Jason told the story of a murder. A woman came into his office with a horrible fear of bugs. She was a high-powered attorney who backed out of the case of a lifetime because she saw a cockroach in the courtroom. Within 10 days after their first meeting, she killed a housefly with her bare hands.

Draw in the room. While everyone else shares what they have to offer, you demonstrate that you’re a human. Entertain them. Share a story. Prove that you’re someone they could work with.


Then you can ask whether or not they know others who might benefit from what you offer. Consider, too, whether you might be able to help them by identifying people who can benefit from their product or services.

After the event, connect with all of those same people on LinkedIn. Remind them that you connected and nurture that relationship. Then you can utilize those connections to build your business.

I shared this with you because I want to help. I don’t want you to be that guy at a networking event. I want you to find more ideal customers. I want you to build stronger value. I want you to close more deals, but most importantly, I want to challenge you each and every single day to go out and do big things.

“Effectively Use Networking Events In Your Sales Outreach Efforts” episode resources

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

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 mailtag.io, 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.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating 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. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

Audio provided by Free SFX and Bensound.


Donald Kelly, Sales Training Program, Donald Kelly

TSE 980: TSE Certified Sales Program – “Lazy Outreach”

Donald Kelly, Sales Training Program, Donald KellyI received an email the other day from a sales rep that I found so annoying that I am dedicating this entire episode to the ways you can avoid making the same mistakes with your emails.

This episode will give you ideas to make sure your emails grab your prospect’s attention so that he will reply instead of deleting your email.

Annoying emails

The annoying email I received began, “Hello there.”

Who is ‘there’? Do they not even know my name? I’ve done 1000+ episodes. 

I’m on Twitter, Facebook, and my name is easy to find. The lack of effort on the part of the sender was evident from the very start. It is almost an insult.

And it didn’t improve from there as the body of the email in no way addressed my type of business or my needs. It was simply an email blast.

It was, quite frankly, a waste of everyone’s time.

The days of sending out crappy emails are long gone. You want your emails to encourage a reply, to start the kind of engaging conversation that will lead to a sale now, or in the future. It needs to open the door for continued discussions. [01:49]

Engaging emails

Using the email I received as an example, how easy would it have been for the sales rep to look me up on LinkedIn, or on my website? Or why not call and try to find out the best point of contact for the email?  

Furthermore, nothing about the email had anything to do with sales. At all. It was a vague and generic email that didn’t even refer to me as a person.

There was no personal connection, so why would I want to continue that conversation?  

Here’s what I recommend instead: Make sure the subject line is catchy. It is the first thing they will read and frankly, it might be the last thing they bother to read, so make it good.

“Donald, I saw this on your website and thought it might help” is a fine example. They know my name, they know I have a website, they looked at my website … I am going to open that email. [05:11]

Next, begin your email by immediately referencing the thought contained in the subject line. Don’t tell them your name, or your company name because they don’t need it right now. It can all be found later in the signature block at the end.

Don’t even worry about saying hello – just dive into the issue.

Be direct

“Donald, I noticed on your sales page that it wasn’t loading properly at the end. This could be caused by X or Y. I would love to talk with you about how we’ve helped other podcasters fix it….”

That difference makes all the difference! It is simple and easy to read. It provides insight and ideas, informs me of a potential problem and offers a clear step to solve it.

Instead of the overused and generic “We can help you save money/get more leads,” the email is specific and offers a value to the targeted business. [06:41]

Another example of a good email: “I notice you have regular postings for new sales reps and we recently conducted a study with software companies like yours and found three critical reasons that prevent sales reps from succeeding… bullet point 1, 2, 3… Would you care to take a look at the full report?” [07:40]

The goal of that email is to grab the reader’s attention, to focus on their problem of high turnover and to speak specifically to that need.

Now compare that email to one that simply reads “Hey, are you hiring? Check out our new program.”

One email is clearly tailored to the reader and provides relative and pertinent information, while the other certainly does not.

Focus on ideal clients

To be able to personalize your emails, I recommend the age-old principle of creating a list of 50 or 100 dream clients to focus on for a week or two at a time depending on your cadence process.

That focus will allow you the time to do a little research, to learn about their specific industry and to understand typical problems they might have. [09:13]

You might try to connect with them on LinkedIn, engage with them there and later send an email that ties directly to that LinkedIn conversation.

“It was great connecting with you on LinkedIn…” You are now someone the reader is already acquainted with so you’ll increase the likelihood of a favorable response to your email.

The TSE Certified Sales Training Program

These are all core fundamental principles of effective emails that we cover in greater detail in the three main courses of our new TSE Certified Sales Training Program. [10:24]

The first course, Prospect Like an Evangelist, teaches sales reps how to find, attract and engage the ideal customer for their company. We talk about how to use the phone and emails. We also address how to create a flow process and how to utilize social media and mailings to grab their attention.

The second semester focuses on Creating Irresistible Value – the middle of the sales process. How can we master the fundamentals of discovering what matters most to our buyers and how can we turn their interest into an appointment?

We will discuss ways to have deeper discussions with our clients so they can make effective and informed decisions.

The third semester is the Closing Course. We teach sellers how to understand and implement the core principles of closing.

These three courses can be taken as a series, or ala carte. We’d love to have you in the next course that begins in January. To learn more and to apply for the program, please visit The Sales Evangelist.com/cstp. [11:41]

I want you to build stronger value. I want you to close more deals. More importantly, I want to challenge you each and everyday to do big things. We need to be confident and we need to be determined. We need to be professionals that educate the buyer to save them money, to save their business and to save our bottom line as well.

“Lazy Outreach” episode resources

This episode is brought to you in part by Maximizer CRM, a personalized and robust CRM with the capability to organize your company and effectively line up not only your sales, but your client’s success. Go to TheSalesEvangelist.com/maximizer for a free demonstration.  [12:24]

We are also brought to you by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. It has changed the way we prospect.

Take advantage of the risk-free trial they offer specifically for the TSE community. First three months at half-price? You can’t beat that! To learn more, go to prospect.io/tse. Your prospecting will never ever be the same. 

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher or wherever you enjoy fine podcasts.

And be sure to subscribe to the podcast and share with your friends!

Audio provided by Free SFX and Bensound.

Video, Prospecting, Email

TSE 925: TSE Hustler’s League-“Video Revolution”

Video, Prospecting, EmailYou’re more than likely listening to this episode because you want to improve as a seller or a marketer. You’re seeking education so you can get an edge on your competition. There’s a tool that many of us are failing to embrace, and it could begin a video revolution.

On today’s episode of The Hustler’s League, we’ll talk about how digital cameras can change our companies, and how large organizations are using them well to engage in the video revolution.

The truth is that videos don’t have to be expensive anymore, due to the number of free tools out there and the availability of digital cameras.

TSE Hustler’s League is an online group training session to help sellers like you and me to learn how we can improve our prospecting.


I ran a couple of Facebook ads recently and I had really limited results. Want to know why?

I didn’t run the campaign properly, and I used a static image. I didn’t use video.

If you scroll through Facebook or Instagram, you’ll notice there are lots more videos than there are pictures there. The reason for that is that we don’t want to invest the work to read something. We’d rather listen because we can consume the content while we do other things.

It’s also true that many of us are more visual, so if we can see it and hear it, we grasp it better.

In our sales and marketing efforts, we have to look for opportunities to use video. Many of the platforms we use daily prefer video content because it’s working better.


Hubspot, the marketing platform, has started creating customer success platforms and tools. They’re embracing video because it’s more effective.

We know people prefer video because it helps them understand things better and it allows them to consume content while they are doing other things. Knowing that is true, imagine using video in your sales outreach.

You could send emails to your prospects with videos inside, and companies like BombBomb and Wistia that can help you master video.

When you use video, it makes your communication unique, and you’re able to effectively share more information than you can in an email.

Embrace the video revolution

These two large companies are already embracing video, and it’s only a matter of time before others do as well.

If you begin to integrate that into the daily operation of your business, you’ll gain the advantage over your competition.

Hubspot is embracing video for both its marketing and its video. They are sending information and creating marketing content that is video-based, and it’s helping their customers.

You could use video as an opt-in for your website: a video that explains why you’re asking for the opt-in and what your customers will get if they do it.

Use it to teach your customers. If they get new software, they don’t want to read an entire book to understand how to use it.

You can literally infuse video throughout your entire organization. Take advantage of its benefits when you’re doing outreach, when you’re marketing, and when you’re teaching your clients.

I use video to train my team members about the backside of the podcast: how to upload audio or how to create artwork.

Humanize your communication

Emails and other forms of electronic communication are less personal. They don’t allow our prospects to experience who we are as people.

Videos allow your prospects to hear you, to see your mannerisms, to hear your tonality, and to see your gestures. It helps them build a connection to someone they don’t necessarily know yet.

Video is the future of sales. If Company A sends me a long outreach email, and Company B sends me a quick video, I’ll be more inclined to click on the video to hear what he has to say.

I encourage you to go back to your team today to brainstorm:

  • How can you use video in your sales and marketing efforts?
  • Can you use video to help with client success?
  • How can we use video to train people?

Share with me what you decide to do with video capabilities.

“Video revolution” episode resources

We’re doing a little bit of remodeling with TSE Hustler’s League this upcoming semester, changing up the curriculum. We would love to have you check it out and apply and see if it may be something that can benefit you.

You can also join our Facebook group, The Sales Evangelizers to connect with sales professionals from all walks of life.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video, which is a great way to offer relevant content on LinkedIn.

Email me for more information about our newly launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. You can also email us about our new business development services.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRMis a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

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.

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.

Outreach, TSE Hustler's League, Donald Kelly

TSE 825: TSE Hustler’s League-“Outreach Strategy”

Outreach, TSE Hustler's League, Donald Kelly

Without an outreach strategy or a plan, sales professionals run the risk of looking pushy. When we focus entirely on making money and closing deals without working a plan, we miss the opportunity to position ourselves as leaders in the sales process.

On today’s episode of The Sales Evangelist, we’ll discuss how emails should fit into your sales process.

Understand the value of trust.

In the book Stop Selling & Start Leading, I discovered this quote:

Some sales people don’t have a moral compass. They don’t operate according to a set of values, so it’s easy for them to deviate to questionable behavior.

Buyers, however, want to work with sales leaders. They want to work with ethical people who live by a set of values. They want to be able to trust the people they are working with.

We position ourselves as leaders when we prioritize the customer and his needs instead of our need to close a deal and make money.

Plan your outreach strategy.

Do not focus purely on making money and closing deals.

Instead, decide how you can motivate the prospect to engage with your company or your product.

Begin by demonstrating your interest in the prospect, which will serve the dual purpose of letting him know that you exist.

Do that by working smart. Your time is limited and his is, too. Send a brief email that makes him aware of you, and begin with something he’ll want to read.

Subject line: Congrats on your recent round of funding, (insert name)

Opening line: Congratulations on your recent round of funding!

Your work is going to impact the law profession in a major way.

I look forward to seeing how you’ll employ your resources to be even more effective in your work. 


(insert your name)   🙂

This brief email serves as an initial connection. It’s simple enough that he can read it on his phone, and it will invite response because you’ve acknowledged his accomplish, and we’re all a little ego-driven.

Additionally, because it’s brief, he can scan it quickly and send a brief response back.

You’ve let him know that you exist, and you’ve initiated a simple conversation that can expand in later days.

Don’t skip steps.

Some sellers won’t understand the point of this because it didn’t result in an immediate sale. But now they know I exist, and I can continue the conversation.

A few days later, I’ll send a value-driven email that provides information about their industry, or perhaps I’ll offer to feature them in a webcast my company is hosting.

I’ll do them a favor without trying to sell them something.

By working smarter, I’m able to build connections that become long-term relationships instead of short-term sales.

Episode resources

Our friends at Wiley  have provided a free excerpt of the book Stop Selling & Start Leading. Based upon research and interviews with buyers, the book provides a blueprint sales professionals. Read an excerpt of the book here.

Once you’ve applied the concepts you heard here today, message me or email me and let me know what your results were.

I’d love to hear how you’re working to accomplish big things.

Audio provided by Free SFX.

TSE Hustler's League, LinkedIn, Prospecting, Prospecting

TSE 815: TSE Hustler’s League-“Beef Up LinkedIn”

TSE Hustler's League, use LinkedIn for outreachYour LinkedIn profile is free real estate. It’s your opportunity to communicate with your prospects, share your message, and provide value to your customers. Today on The Sales Evangelist, we’re discussing how to make yourself stand out on LinkedIn, and how to use LinkedIn for outreach.

About your customer

Your LinkedIn profile must be about you, but it must also be about your customer. If a prospect lands on my profile page, what things will he know about me immediately?

Will your prospect know how you can help him succeed and what problems you can help him solve?


Have you ever noticed that when you Google a topic, sometimes LinkedIn profiles appear in your results? Those profile owners understand how to use LinkedIn for outreach.

When you effectively use keywords on your profile, you help prospects find you.

Begin by brainstorming five words that your prospect might use when he’s searching for your services on the Internet.

Use those five words in your LinkedIn bio. Use them throughout your profile, in your description and in your subheading.

Utilize long tail keywords like “Arizona landscape services” to make your services stand out against all the others.

Also include keywords in your specialties as well.

Action steps

On my own LinkedIn profile, I included information about a listener who used one of my techniques to reach an executive he hadn’t previously been able to reach. Along with that testimonial, I offered visitors a chance to message me with the subject line “simple step” if they wanted details for themselves.

It provided an actionable step for prospects and it proved my effectiveness as a sales trainer.


Constantly tweak your messaging. As your customers evolve and their needs evolve, change your messaging to communicate value to them.

Tell them how you can help them solve problems.

Episode resources

Pick up a copy of Stop Selling & Start Leading for information about how you can lead your customers to do business with you instead of simply selling to them.

If this excerpt from The Sales Evangelist Hustler’s League was beneficial to you, check out our online group coaching program to discover how we can help you build more value.

We’ll discuss how to convince customers to do business with you once they know you exist.

Tell other people about this podcast, especially the people you know whose profiles aren’t popping like they should be. Leave us a review wherever you listen to this content, and subscribe to the podcast if you haven’t already.

Audio provided by Free SFX.

Empathy, Donald Kelly, Selling to Prospect

TSE 805: TSE Hustler’s League-“Empathy”

Empathy, Donald Kelly, Selling to ProspectSales professionals often overlook empathy. Because we’re focused on selling a product and closing a deal, we often neglect to understand our customers.

In today’s episode of The Sales Evangelist, we discuss the role of empathy in the sales process, and why sales professionals must understand their prospects in order to build value.

What do they need?

If we don’t truly understand what our prospects need, we may be trying to sell them the wrong thing. Perhaps there’s something they need more than the thing I’m selling.

When we seek to understand, it shifts our focus from what we’re trying to accomplish to what our prospects need from us.

When you present yourself as someone who offers value, you set yourself apart from the many other sales professionals your customer encounters. Begin with empathy.

How do they use your product?

You may be surprised to find that your customers don’t use your product the way you think they do. They may not even use it the way it was designed to be used.

When I sold software, I discovered that our customers were using it for things it was never built to do.

Because I took the time to interview my customers and discover how they were using the product, I was able to articulate the value of the software to new prospects.

Begin by defining your product or service from your customer’s point of view. Are you able to define it that way?

How are you making them feel?

When you engage in cold outreach, are you providing value to your prospects? Are you sending them email with content that might be useful to them, or are you simply asking them for the sale?

If you haven’t already discovered it, imbedding video in your emails can set you apart from other sales professionals.

I recently connected with someone to provide value, and ultimately she became a prospect, and potentially a client.

Shift your paradigm to ask your prospect how you can help.

Episode resources

If you want to build stronger value and demonstrate your ability to solve problems for your prospects, check out The Sales Evangelist’s Hustler’s League. It’s an online group coaching program that brings together sellers of all abilities to share solutions and ideas.

If you’d like more information about our upcoming podcast, Sold, email me. We’ll interview decision-makers about the things they like and the things they don’t like in the sales process so we can learn from the people who make up our audience. You’ll be among the first to hear the details of our newest venture.

Check out BombBomb or Soapbox to make your emails stand out among all those your prospects will see today.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ~ Maya Angelou

Audio provided by Free SFX.