Relationship Selling Archives - The Sales Evangelist
  • You are here:
  • Home »
  • Relationship Selling

Category Archives for Relationship Selling

Harry Maziar, Donald Kelly, The Sales Evangelist, Story Selling

TSE 1068: Nothing Happens Until Somebody Sells Something

Harry Maziar, Donald Kelly, The Sales Evangelist, Story Selling

Selling is honorable, and we should be proud of the work we do because nothing happens until somebody sells something.

Today Harry Mazier talks to us about the importance of selling and how every organization must practice the fundamentals of selling in order to do it well.  It begins by understanding the importance of being a sales professional.


The short attention span of today’s buyers means that there will always be room for relationships in selling.

It’s perhaps the best sales lesson you’ll ever hear.


It sounds basic to say that nothing happens until someone sells something, but it’s true that if we don’t sell, we won’t eat.

Sales is the lubricant of our economy.

It doesn’t matter how good your manufacturing is, how precise your accounting is, how deep your R&D is, everything begins when someone convinces a prospect to say, “Yes, I’ll take some.”

When the deal closes, the gears begin moving and everything takes off from that point of agreement.


Fear of failure prevents people from selling. You might drive past a prospect’s business 12 times and always find a reason not to stop: no parking places, it’s too early, or it’s too late.

To get past that reluctance, you must suck it up and knock on the doors. Then, once you get in front of that customer, you must know what you’re talking about.

Emerson said that nothing great was ever accomplished without enthusiasm. You must be enthusiastic and excited. If you’re not excited about what you’re doing, do something else.

Be smart. Don’t tell them how much you know. Tell them how much they need to know to get where you want them to get. Selling is convincing someone else to agree with your opinion.

But don’t overstay your welcome by speaking too much.

There’s a story that Samson slew 1,000 Philistines with the jawbone of an ass, but twice that many sales are killed every day with the same implement.


Your role is to provide the necessary information and be convincing. The best salespeople don’t sell, they help people buy.

Selling is instructional and informational. Be a friend and a resource to your customer. Sales is an honorable profession that has taken a lot of hits — many of them self-inflicted.

Salespeople are a resource to our economy and they really are helpful to customers. People choose sales for a variety of reasons like interactions with people and independence. Of course, income opportunities are part of it as well.

Negative view

For a long time, sales was perceived as little more than one person taking unfair advantage of another. Salespeople have lived through that era and have established themselves as a resource rather than an impediment.

Avoid being self-deprecating. Don’t refer to yourself as “just a salesman.” Sell with integrity every day so you can improve and help your customers.

Don’t put artificial limits on your own success or settle for good enough instead of good.


Relevant stories can help sellers sell. Rudyard Kipling said that if history was taught in the form of stories, it would never be forgotten.

People love stories, so rather than giving facts, features, and benefits, incorporate a story into your sales presentation. Do it consistently and do it as well as you can.

Read and listen and stay attuned to the people around you. Harry recorded countless anecdotes in preparation for writing his book, Story Selling: Sage Advice and Common Sense About Sales and Success.

If you don’t use a story to provide proof, selling will be more difficult. But the story won’t stand on its own. You must give your very best effort.

Stories aren’t the answer alone. You must support it with your work and effort. Do the best you can every day.

Remember the 10 powerful 2-letter words: “If it is to be, it is up to me.” You can find excuses and blame, but ultimately it depends on you.


Don’t think you’re not in sales. Everyone is in sales from the moment they get out of bed in the morning. You are persuading or influences, negotiating or communicating.

Don’t run from it. Embrace it and learn to be better. Grow by failing.

It’s not how often you get knocked down; it’s how many times you get back up. Get back up and learn what’s effective and learn to communicate.

Be true to yourself and embrace the opportunities you have as a salesperson.

“Selling From The Heart” episode resources

You can connect with Harry at or at (404) 853-1063.

Grab a copy of his book, Story Selling: Sage Advice and Common Sense About Sales and Success

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. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

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. 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. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. 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.

Larry Levine, Selling From the Heart, Linkedin, Sales Book

TSE 1066: Selling From The Heart

Sellers have a bad reputation as people who are artificial and only concerned about themselves, but in order to succeed, you must focus on selling from the heart.

Larry Levine has spent 30-something years in the trenches of B2B work, and he recognized some glaring weaknesses in sales teams he worked with. He values authenticity and he points to it as a big disconnect for many sellers.

But it isn’t just sellers. Think about how many times you’ve run into a friend you haven’t seen in a while, and you toss out the phrase, “we should do lunch.” It doesn’t usually mean anything other than “I’ll see you when I see you.”

Sellers must pay attention to their words.

Use your words

The words genuine, authentic, value, and trusted advisor prompt the follow-on question: “What does that mean?”

Start by leading an authentic lifestyle. Think about this: When you say you’re a salesperson or an SDR, you’re already behind the 8-ball already in the minds of your clients and prospects.

For every great sales professional, there are 10 that give the sales world a bad name.

When you deal with the people in your personal life, are you genuine and true to who you really are? Most likely you are. So why can’t we play that same role when we’re dealing with our clients and prospects.

Building relationships

Many sellers maintain a certain amount of distance in their relationships with their clients. In his book, Slow Down, Sell Faster, Kevin Davis asked how it’s possible to sell something to someone if you don’t spend time figuring out who they are?

  • What makes that person tick?
  • What do they care about?

Sellers try to move their prospects through the sales funnel as quickly as possible instead of investing the time to understand. Listen with intent and help them do their jobs. You’ll be surprised to find that things actually speed up.


If you don’t build a relationship throughout multiple steps and influencers, it will be difficult to sell anything. People will buy from people they know, like, and trust.

People are beginning to understand that it’s ok to bring your heart to the sales world. It’s ok to be genuine and real. But in order to do that, you have to be vulnerable, which goes against what we believe about sellers.

If you asked your prospects what they truly desire in a seller, what do you think they’ll say? Maybe someone who is honest and who can solve their problems. At some point, you’ll hear them say “I want them to be sincere and show up after the sale.”


Have a conversation like you would with your friends.

Memorizing scripts may make you sound too robotic. It isn’t that scripts are bad, but we must make the verbiage in the script our own. If you can’t align to it, you’ll struggle with it.

Imagine if you understood the person you were reaching out to. What are the issues and challenges they are facing.

If you’re calling a VP of sales to set up a demo for software, find out the issues that VPs of sales struggle with. Offer three issues that are most common for sales teams. Ask your prospects which of those three topics he can most closely align with.

The truth is that even tenured sales reps are going about this the wrong way. Instead of the phone call being focused on setting a meeting, focus the call on starting a conversation.

Sales leaders

Time and patience matter. Your organization wasn’t built in a day. You took a series of small successful steps to get where you are.

The same is true for your sales process, but no one has time or patience for it. No one wants to slow down.

Larry recalls deciding one day to focus on quality over quantity. He focused on opening at least two new conversations with two people he didn’t know every single day. His phone skills improved and his mindset did, too.

Sellers who are allowed to focus on quality over quantity may find that they enjoy their roles a bit more because they are connecting with people.


Larry’s first mentor freed him from the pressure of memorizing his prospecting script word-for-word, and instead encouraged him to understand the foundation of the script. Once you’ve done that, make it your own.

Get back to humanizing what we’ve previously dehumanized in the sales world. There’s a time and place for technology, but human-to-human matters. Technology can’t replace every human aspect.

Larry warns against being an “empty suit with commission breath.”

Once leadership realizes that there’s a human on the other end of the sale rather than just a bunch of dollars and they set out to solve problems, watch what happens to the level of your relationships and referrals and profits.

Avoiding sameness

In a crowded field, in order to rise above the sea of sameness and be seen in a different light and stand out from the sales wolfpack, the differentiating moment goes back to the human aspect.

People smell sincerity immediately. Instead of juggling personalities, be authentic.

Understand that credibility and clarity sell in a world of insincerity.

Create a transformational experience by having a conversation. As you transform your relationships, you’ll stick out like a sore thumb in a world of transactional conversations.

“Selling From The Heart” episode resources

Find Larry on LinkedIn @larrylevine1992 or on his Selling From The Heart podcast at

Grab a copy of Larry’s book, Selling From the Heart: How Your Authentic Self Sells YouHis website also offers an accompanying self-reflection journal.

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. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

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. 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. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. 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.

Prospecting, Value, Networking

TSE 952: Value Prospecting

Prospecting, Value, NetworkingOn today’s episode of The Sales Evangelist, we’ll talk about value prospecting and how we create opportunities when we help people recognize the value in the products or services we’re offering.

In 2009, I went on a school trip to Santa Barbara to connect with industry and learn more about the world of startups. One morning, we were scheduled to leave the hotel at 9 but a friend and I had ventured out to find breakfast, and there was no way we were going to make it back in time.

As we were walking back to the hotel praying we’d make it on time, we passed a guy loading plywood that had fallen off his truck into the road. We stopped to help him, and when the job was finished, we asked him for a ride to our hotel.

He gladly gave us a ride, and we made it back in time.

Skipping steps

Now imagine if we had run up to random cars in the intersection knocking on windows and asking people to give us a ride back to our hotel.

Do you think people would have been willing to do it?

They probably wouldn’t have, but since we helped the truck driver meet a need, we delivered value to him. He trusted us because we helped him and he saw that we weren’t a threat to him.

He was more than willing to reciprocate because we had helped him first.


Many of us do the equivalent of knocking on windows and asking for rides when we connect with people on LinkedIn. Instead of looking for ways to deliver value or pointing out how our product or service could benefit them, we jump in an go straight for the sale.

If we begin by delivering value to them, just like we helped the surfer truck driver load plywood, we would find ourselves with high-quality prospects who are like to reciprocate.

You’ve probably seen an outreach of some sort where a seller explained to you that his company has been in business for 15 years and he’d like to set an appointment with you to talk about his product.

It just doesn’t work.

Instead, go to your prospect’s LinkedIn or the company’s website to uncover a challenge the company is facing or a problem you can help solve. Focus your outreach on the prospect.

Provide value

Congratulate him on a new position as CFO. Then send him a link to an article like, “10 Things New CFOS Wished They Knew Before Landing the Job.”

If your company helps CFOs and you have software that can help him be successful, now you’re delivering value. You’re loading plywood in the back of his truck.

Continue your flow process, and after you’ve built value, go for the ask. Tell him you’d love to see if there is an interest because you’ve worked with other CFOs just like him and this software has benefitted them greatly.

You delivered value and you came as a friend. You built the relationship and then you extended the invitation.

Numbers game

The alternative is that you send a thousand emails out talking all about yourself and your product. You might find a couple of people who raise their hands to say they are interested, and maybe they’ll even buy from you.

Think about the time you wasted. You sent a thousand emails for one appointment.

Instead, if you load wood into the back of their trucks and build a relationship first, then you can use your cadence process, together with, to connect with people who are more likely to convert.


The message was the same for the students I spoke to this week in Idaho. Some of them will connect with alumni a week or a month before graduation hoping to find help getting a job.

They won’t likely be successful.

If, however, they build relationships with us over the course of time and help us load plywood into our trucks, then they’ll be at the top of our list when they need something from us.

Be the person who builds value.

Do what you know

As sellers, many of us know this stuff, but we don’t do it.

If people always did what we knew was best, we’d be the healthiest people on the planet. Sellers don’t always do what we know, but if we did, we’d improve our results.

I’m here to remind you to take advantage of the knowledge that you have. As you reach out today, determine whether you’re building value and whether you’re creating opportunities for yourself and your buyer with value prospecting.

“Value Prospecting” episode resources

This episode is 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. Maximizer is intuitive, simple, and personable. Maximizer integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one. It works throughout the whole organization and it’s customizable to the way you sell.

This episode is also 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 and provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out TSE Hustler’s League and apply to see if it’s a good fit.

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, and share it with someone else you think might benefit.

Audio provided by Free SFX and Bensound.

Dave Lorenzo, Networking, Sales Reps, Donald Kelly

TSE 924: Sales From The Street: “The 60 Second Sale”



The Sales Evangelist, Sales From The Street, Dave LorenzoWhat if you could make more money and get home on time for dinner every night? Sounds impossible, right? The 60-Second Sale might be the answer for sales professionals who want to achieve success without sacrificing their lifestyles.

Today on Sales From the Street, we’ll talk to Dave Lorenzo, author of The 60-Second Sale, about how to develop deeper relationships with prospects and align your business goals with your lifestyle.

Dave calls the book the ultimate system for building lifelong client relationships in the blink of an eye.

Business relationships

Dave compares his concept to love at first sight: a lightning-bolt moment of magic when two people are deeply connected. Likewise, his book is about making those moments and creating the conditions that allow you to close a huge deal in 60 seconds.

The secret is having the right relationship with the right person.

Regardless of your industry, and whether you’re B2B or B2C, the process works for everyone.

A lot of salespeople are struggling to figure out how they’re going to make enough money to take care of their families.

Dave’s answer to that is that every salesperson already knows enough people to make the money they need for the month. They know enough people to make their sales quota.

Connect with people

It may be true that those people have forgotten what it is you do, or they’ve forgotten about the value you can add, so you have to refresh their memory.

Start by making a long list of everyone you know and reaching out to them. Your goal is to make sure they know what you do and how you can help them.

Once you’ve done that, those people will be out looking for people they can introduce you to.

In the past, when I’ve given this advice to struggling salespeople, they usually get themselves back on track within a few days if they follow my advice. They usually have some solid leads and some even close some deals, and though those deals aren’t huge, they are usually enough to spark some confidence.

Once you get the first one, it gives you some momentum, and relationship sales is all about having the confidence to help people.

Sales mindset

Your mindset is the key to success in sales.

If you sell security systems door-to-door but one person tells you they aren’t interested because they already have a system, you shouldn’t take that as rejection.

You hand the person a card and ask them to put it in the kitchen drawer so that later down the road when the current provider fails to meet his standards, he can call you back about changing companies.

About 90 percent of your sales career hinges on your mindset.

Lasting impression

If you’re a member of the Chamber of Commerce, a couple of days before the next meeting, call the membership person who signed you up for the chamber. Let her know that you want to make two really good connections at the event.

Given that she knows about your industry, ask her to name the most valuable people for you to target.

She’ll make a couple of suggestions, then you ask her for an introduction to those people. She’ll understand, after all, that the reason people renew their memberships to the chamber is because of the ROI.

Any chamber person worth their salt will be happy to make those introductions, and once you have a great introduction, you’ll be able to have a productive conversation.

Maximize the conversation

After the introduction, you explain that you’re thrilled she introduced you and you’ve read up on the person’s company. Then ask the other person how she gets the most out of her chamber membership.

They expect that you’re going to make a pitch. When you ask about the chamber, you’re highlighting a commonality, and you’re asking them for help that isn’t related to their business.

Then, ask her how she got into the industry that she’s in now. You’re opening a chapter in her mind where she gets to talk about herself, and she’ll start to relax a bit.

She’ll think either one of two things: either this guy is really into me, or this is the worst salesperson I’ve ever seen in my life. Either way, she will let down her guard since she isn’t anticipating a sale.

Then you ask how business is. You ask how the economy is treating her. Ask her whatever you want to know about her business.

Then you can say something about goals and targets. When you do, you’ll be speaking the language of entrepreneurs and business people rather than sounding salesy.

Then you offer to introduce her to someone who can help her achieve her goals, or you can follow up with her later.

Sales leaders

A lot of sales leaders shouldn’t be in leadership roles. They simply get thrust there because they are the best salesperson.

Dave’s philosophy is to determine your best salesperson and then get out of his way. Remove all the barriers and let him sell.

Your best managers should be capable of three things:

  1. Removing barriers to free their best people to soar.
  2. Onboarding people and training them effectively so they know how to develop deep relationships.
  3. Coaching and mentoring people to maintain their attitudes and confidence.

The worst thing you can do to your salespeople is forcing them to do something unnatural, and the best thing you can do is challenge them.

Rule of thumb

Each industry is different.

For every 100 relationships you develop, about 10 will result in business in the short term. about 15-20 will result in business within the next 60-90 days. Over the next six months, about 35-40 percent of those relationships will produce business.

Be very intentional about the people you meet in a business setting.

Of everyone you’ve met in college or in your town, two-thirds of those people are going to either refer business to you or do business with you.

Dave has a list of 20 names in his office that will be future clients. He works every day to find people in those companies that he can call or email and he reaches out to them.

Get three pieces of stationery.

Send one to a client thanking him for doing business with you. Include a business card so that if someone needs your services, he can share your card.

Send another to someone who referred business to you in the past thanking them for their help.

Send the third to someone you want to work with who has been highlighted in the news, either online or in the physical newspaper.

Do three cards every day, even on Saturday and Sunday.

The 60-Second Sale” episode resources

You can connect with Dave at his website, You can find all kinds of free stuff there, including about 300 articles and 500 videos.

Grab a copy of The 60-Second Sale: The Ultimate System for Building Lifelong Client Relationships in the Blink of an Eye

This episode is also 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 Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRM is 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.

Kardanshian, Dr. Michael Solomon, Selling, Millennials, Donald Kelly

TSE 886: Professional Selling In The Age of Kardashian: Let Your Millennials Do Their Thing

Kardanshian, Dr. Michael Solomon, Selling, Millennials, Donald KellyEvery aspect of selling has changed in the last 25 years. In any field where people have to connect with other people, the changes in communication have caused big shifts. For sales professionals, the key is to resist the urge to push back against millennials’ natural tendencies. Instead, let your millennials do their thing.

On today’s episode of The Sales Evangelist, Dr. Michael Solomon discusses the current generation of “digital natives” and how you can let your millennials do their thing.

These digital natives have never known a time without screens, and those screens have become a sort of safety net for the generation. They take for granted that they always have instant access to an entire network of people.

They also rely on constant feedback which leads them to seek frequent validation from the people around them.

Adjust management styles

Millennials, and the generation behind them known as Gen Z, buy everything by committee. Everything is a group decision because they long for validation.

We have to adjust our management styles to cope with that change.

Customers no longer fit neatly into boxes or behind walls. Market segmentation no longer works because everyone has his own preferences.

Standardizing messages is obsolete. It’s tempting because it’s efficient, but millennials want personalization. They don’t want to be nameless cogs: it’s why so many of them want to work for startups.

Pitches must be tailored to their individual needs. We can no longer put a single message out in hopes that it will attract large groups.

Millennials value authenticity and they want to know a company’s values before they get involved.

Embrace their comfort zones

It’s frustrating to stand in front of a group only to discover that they aren’t looking at you because they are on their phones.

Truth is that younger people aren’t comfortable with face-to-face interactions, and they aren’t comfortable with cold-calling. They prefer online interaction, as a result of their digital native heritage.

There’s a temptation to push back against their reliance on devices, but we have to change our style to meet the reality of today’s world. We’re better off trying to leverage their learning style than trying to change it.

That means finding ways to keep them working for you while they’re on their phones.

Rather than discouraging their devices, encourage them to do more outbound work using the platforms they are most comfortable with.

Their peers are more comfortable buying that way, so we’re effectively pushing back against the things that make them more successful if we insist they give up their devices.

We must change our metrics, and seek their feedback in the new ones we establish.

Focus on long-term relationships

For companies that have the luxury to do it, focusing on long-term relationships is a better strategy than short-term success. Relationship selling is about forming bonds that will span the lifetime of a customer even if they don’t result in a sale today.

Zappos, for example, doesn’t incentivize getting off the phone quickly. Their people are encouraged to get off-topic with the customers. The concept is a radical departure from other sales paradigms.

Likewise, the Ikea Effect refers to the tendency people have to value a product more if they helped to build it. The act of assembling the company’s furniture causes customers to feel more strongly about the product.

Focusing on long-term relationships can also help minimize turnover within an organization.

Motivate salespeople

Motivate people to do mundane tasks using elements of games, because that’s how they’ve grown up. Why do they stay so engaged with games? Why do they forget to eat?

Friendly competition, frequent rewards, and non-monetary rewards can prompt people to work hard. Eventually, though, you have to scale the rewards or they’ll get bored with those, too.

“Let Your Millennials Do Their Thing” episode resources

To connect with Michael, visit his website to find resources, information, webinars and downloads. You’ll also find information about his book, Marketers, Tear Down These Walls!

Check out the Video Jungle podcast, which teaches you how to utilize video to stand out from your competition. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.

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

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 so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Relationship Selling, Sales Basic, Donald Kelly, The Sales Evangelist

TSE 827: Sales Basic 101…Keep The Relationship Going

Relationship Selling, Sales Basic, Donald Kelly, The Sales EvangelistYou don’t want your customer to feel duped. If you spend months working your sales cycle only to disappear after your customer commits to the purchase, she will likely feel like you only cared about the money. You must continue the relationship.

Today on The Sales Evangelist, we’re going to talk about the steps you can take to make sure that your customer doesn’t feel like you only cared about the sale.

Continue the relationship.

I understand the need to keep your pipeline fed. The numbers game says that the more doors you knock on, the more opportunities you have to close a deal.

I want you to understand the need to move your prospect into a role as a client who is a happy, raving fan. I want you to understand the long-term approach.

Especially in industries with long sales cycles, you develop a certain level of intimacy with your prospects. You know about her family, about her work situation, about many issues that are personal for her.

Now imagine that she has paid for your product, and she’s ready to start finding solutions and implementing the product, and you’re completely gone.

The truth is that everyone must focus on their area of expertise. The implementation team doesn’t want you micromanaging their part of the puzzle.

So how can you help your new customer transition to the next department without feeling forgotten?

Take small actions.

1.  Prepare your new customer for the next step in the cycle. If the implementation team will take over and help them begin using your product, prepare her for what that might look like.

Give her a map of what to expect over the next few weeks.

2.  Send some sort of acknowledgement as a “thank you” for the business. If your industry allows it, consider sending a gift of appreciation.

Let her know how much you appreciate her business.

3. During the on-boarding process, check in on a regular basis. Perhaps call once a week just to make sure that everything is going as expected.

Ask if there’s anything you can do to help move the process along.

4.  Move the conversation from email to something else. If you continue your relationship on LinkedIn, you can provide a recommendation for your customer and she may just return the favor.

5. Do something nice for your customer “just because.” If you see a book that makes you think of her, send it with a note.

Besides, if you have an opportunity to upset or upgrade later, you want her to know that you’re still around.

Episode resources

Salespeople can be leaders instead of being subservient. Our friends at Wiley  have provided a free excerpt of the book Stop Selling & Start Leading which provides a blueprint to help sales professionals lead in the way that customers prefer. Read an excerpt of the book here.

After you’ve tried some of the ideas here, I’d love to hear how they worked for you. Email me and let me know what your results were.

Tell others you know about our podcast, and subscribe if you haven’t already. Leave us a review wherever you consume this content so it will be easier for others to find us as well.

Audio provided by Free SFX.

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.


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

Friendship, Donald Kelly, The Sales Evangelist

TSE 751: Seek Friendships NOT Favors

Friendship, Donald Kelly, The Sales Evangelist

Feel like you’ve been hustling and hustling but still you’re not getting the results you want?

This could all be a matter of changing your mindset to seeking friendships, instead of favors.

Dustin Sandoval is a sales leader and author. He shares some insights into how millennials can perform well and be successful in their role. Dustin co-authored the book, Millennial Mindset.

Here are the highlights of my conversation with Dustin:

Strategies you can do to become a noticer:

1. Listen to what other people are saying.

Understand what they’re interested in.

2. Draw from your expertise and give them anything that can help them get to where the need to go.

3. Help every single person you interact with.

4. Recognize what people are trying to look for.

It’s Not All Business All the Time

  • Trust is a big part.
  • It all comes down to the trust factor. And it’s hard to do that if you’re always trying to sell your product.

The Power of Storytelling

  • Make it a little more memorable for the prospect so there’s something that resonates with them.
  • Lean on something that people can relate to your product or service.
  • See what they have in common with you so there’s something you can use to connect with each other.

Dustin’s Major Takeaway:

Solutions, Not Excuses

Fear of Cold Calling? You don’t have to call. You can send them an email or stop by their office. Whatever that looks like, spot a way to create a solution. Stop making excuses.

Find a way to create solutions, not create excuses

Episode Resources:

Connect with Dustin Sandoval on LinkedIn – Dustin C. Sandoval and Instagram @Millennial_Mindset.

Millennial Mindset

Check out the TSE Hustler’s League.

Tired of PowerPoint decks? Use Prezi Business and your presentations will never be the same.

TSE 381: This Is The Best Way To Build Relationships With Prospects

Kim Avery, Donald Kelly, The Sales Evangelist Podcast, Sales Podcast Building lasting relationships is one of the cornerstones of success in sales. However, this is something that many salespeople still have a problem with. Dig this: 80-90% of relationship problems come from misunderstanding the differences that are biologically hardwired in our bodies. Today, we talk more about building and strengthening relationships which is vital in sales.

Kimi Avary is a Relationship Navigation Specialist working with the masculine and feminine dynamic in relationships that goes awry when you don’t understand them. Kim helps men and women understand each other better so they stop putting assumptions about each other because they’re different. In this episode, Kimi shares how you can create strong bonds with your prospects so you can move forward in your sales process.

Here are the highlights of my conversation with Kimi:

How sellers and entrepreneurs can develop lasting, strong bonds with others:

  1. Notice how you’re making an assumption about another person.

Go back to that inception point of making that assumption and choose to be curious instead. When you make assumptions, you decide what the person needs and doesn’t need and that creates problems. Instead, be curious about what it is they truly desire.

  1. Understand that women talk more, men talk less.

When a woman is speaking to a man, bullet point their comments and questions and practice listening. When a man is speaking to a woman, give her more details. Tell a few more stories. Be a little bit less bullet-pointed. Men often use short answers while women look for all the details.

  1. Always ask if you can get a time to talk.

Respect their time. Get on the schedule and keep to the time frame.

  1. When you’re in a networking event, you’re there not to sell but to prospect.

When you’re going to a networking event, you’re prospecting and looking for a good person to set an appointment with. Say what you do short, sweet, succinctly, and clearly. Set another time for you to talk.

  1. Set appointments in your calendar and not just wing it.

Get that appointment in your calendar and send them your calendar link. Frame this in a way that this is an opportunity for you to dive into their needs so you make sure you’re a match and if not, then you can send them to somebody who is a match.

  1. Follow a script and focus on your intention.

Every word out of your mouth needs to be scripted and focused on your intentions. The first meeting is about telling them what you do. Then go to the next step of your selling process and the next. Ex. first meeting > calendar link > build trust and rapport through curiosity questions > find out what their needs are. Scripts are not robotic. They should be fluid.

Kimi’s Major Takeaway:

Be curious about the other person and really listen. Ladies, don’t chime in right away. Give the guys an opportunity to think about what it is they want to share with you. Provide a space for them to speak and that will deepen your bond with them.

Episode Resources:

Check out Kim’s Complimentary Relationship Breakthrough Session (for personal and professional relationships). Go to Fill out the form and receive a calendar link.

Please support us in our Indiegogo campaign, a movement to inspire others to Do Big Things. Simply go to

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.

Register Today! 

Do BIG THINGS, West Palm Beach, Florida, EMKO, Donald Kelly, Travis Thomas, The Sales Evangelist, LIVE YES AND

Jim Jacobus, DISC Profile, The Sales Evangelist Podcast

TSE 126: Learn How DISC Profiling Can Help You Sell!

The Sales Evangelist Podcast We are joined today by our guest co-host Todd Ervin. Todd lives in Wilmington, Ohio (just north of Cincinnati) with his wife and 2 sons.  He works as a Regional Sales Manager for Crouzet Motors, a French electro-mechanical company, covering the eastern half of North America.  He enjoys waterskiing, boating, softball and anything else outdoors. (See image to the left)

Today’s special guest is Jim Jacobus, who is a very knowledgeable when it comes to DISC profiling, our main topic for today’s show, as well as its importance in the realm of selling.

Jim has 17 years of experience as a major account rep. In the last 22 years, he has been a consultant, speaker, and trainer in a broad variety of fields, primarily in the sales field, designing large-scale sales training programs for clients like Halliburton, Price Waterhouse Coopers, ExxonMobil , Mercedez-Benz, and Cadillac to name a few. When properly done, Jim believes that sales is the most honorable profession on the planet.

Jim also manages a website called The Sales Gladiators, a content marketing site that provides an armory of resources which salespeople need so they become better equipped in the sales arena.

Here are the highlights of our conversation with Jim:

The Sales Gladiator’s four primary buckets:

  • Sales process
  • Value-based selling
  • Partner-Adviser Relationships
  • A-Players Only Core Skill

DISC Profiling:

  • Measuring personality/behavior styles
  • A great tool for understanding communication style, how people go about doing things and manage them, and how to motivate people
  • DISC does not, can not, have not, will not ever predict PERFORMANCE. It does have awesome applications when it comes to becoming more effective in selling.

What DISC stands for: DISC Profiling

  • D – Dominance
  • I – Influence
  • S – Steadiness
  • C – Compliance


How to take advantage of the knowledge of the personality styles:

  1. Understand your own style.

D above the midpoint: Handles problems head on; my way or the highway; risk-taker

D below the midpoint: More cautious and reserved; let problems work their way out; consensus type of person

I above the midpoint: More outgoing personality to influence people

I below the midpoint: Influence people; backs figures, data, logic

S above the midpoint: More cautious, slower to do things

S below the midpoint: C’mon, c’mon, c’mon! Let’s go, let’s go, let’s go!

C above the midpoint: High attention to detail; high compliance with rules

C below the midpoint: Less attention to detail

  1. What are the strengths that come with that? What are the challenges that come with that?
  2. Understand the style of your client.

This is important for you to learn how to deliver the things about your product or service they’re most interested in.

DISC profiling as manipulative:

  • It all comes down to your motives and why you’re learning this stuff.
  • Caring about your customers more than you care about your back-pocket.

Personalities having harder or easier time in the sales world:

  • Highly technical personality styles tend to be lower relationship skills: Low I’s, high C’s
  • Low I’s, high C’s tend to struggle more with connecting to people than High I’s or Low C’s
  • High S’s are more laid back and make better connections
  • High I’s tend to not be great listeners

How understanding DISC profile can help you make more money as an entrepreneur/seller:

On a management standpoint: Your job is to sell your employees on doing what’s in their best interest first. What’s in the company’s best interest comes second.

Take whatever your finite territory is and create a multiplier of four when it comes to your ability to effectively connect with and sell to that client.

Learn to speak these four different languages (meaning, understanding these four primary categories) primarily because you care about the client and you want to serve them as effectively as possible.

How a manager can use DISC in hiring:

Behaviors do not predict performance.

Current projects Jim is working on:

Marriage retreat and upcoming podcast

The Sales Gladiators – monthly sales training and webinars, coaching call, podcast, blogs, etc.

Jim’s Major Takeaway:

Accept people how they are created. We are all created phenomenally, to do phenomenal things, not the same things, not the same way. Embrace how you are created and start to figure out how to get the most out of that. Embrace who you are created to be.

Episode Resources:

The Sales Gladiators

Jim’s podcast: In The Sales Arena

To inquire more about DISC and get a hand of these resources, send Jim an email at

Best way to stay in touch with Todd:

Email him at



TSE 027: How To Build Quick Relationships with Prospects and Clients.

Ellory Headshot 2 white logoHave you ever wondered how some people are able to spark up a conversation with just about anyone, as if they knew them forever? This is a great skill to have when building relationships. My guest today is Ellory Wells and he has crafted this skill into an art form. Ellory is a personal development coach who focuses on leadership and personal branding. He has over 15 years of sales experience, the last 4 years spent building a $15 million business for one of the largest IT companies in the world. Today Ellory shares that knowledge and expertise with readers of his blog and those he coaches.

During this episode I was able to learn a great deal of information from Ellory.

Here are some of the major take aways from our discussion:

  • Everyone is in sales, whether they like it or not! We all have to convince people to do something.
  • People have a tough time connecting with others because it does not always tie to the bottom line
  • A simple way to break the ice is to ask people about the weather
  • Think about people as people and try to genuinely connect with them
  • Every single successful person has had a team of people to support them

We buy from our friends

Stay connected with Ellory:

The Empowered Podcast with Ellory Wells   

Register Today by Clicking On the Picture Below!

Webinar_TSE w Biz Republic_Promo_Small


Listen to Stitcher

TSE 019: Keys To A Championship Presentation From “Ryan Avery”

Ryan Avery - Keynote SpeakerDuring this episode I had the pleasure of interviewing Ryan Avery, the youngest World Champion of Public Speaking. Ryan is currently a professional speaker working with audiences all over the world. In our conversation, Ryan offers great tips that you can apply to advanced your ability to deliver a great presentation.

Some of the things Ryan shares are:

  • Break the ice by showing you are vulnerable (laugh at yourself)
  • Know your audience by learning about each individual who will be in the room
  • When seeking to connect with your audience, dress to relate not to impress
  • When preparing for a presentation, you are always developing and refining it
  • How you practice will determine how you play
  • When giving a presentation make it simple, impactful and relatable
  • When giving a presentation show that you are human
  • Differentiate yourself by being YOU! This will give you an edge over your competitors because they can’t be you!
  • PowerPoint should not have more than 10 words. Ryan recommends the use of videos instead of pictures sometimes
  • Focus on ONE message that you want your audience to get

These are some very practical tips and advice that any of us can begin implementing today to see a difference. Please try them and let me know how effective it was for you.

You can stay in touch with Ryan via his contact information below:

Website: “How to Be a Speaker”

Twitter: “How to Be a Speaker”

Facebook: “How to Be a Speaker”

Check out Ryan’s New Book:




Katherine Kotaw

TSE 015: Communicating Your Value with Katherine Kotaw

Katherine KotawDo you really know how to build a relationship that will transform prospects into long time clients? On today’s episode, Katherine Kotaw explains how properly communicating your value will help you build strong relationships with your prospects.

Katherine is the CEO of KOTAW Content Marketing, an international marketing agency headquartered in Los Angeles. Katherine is the queen of story telling and has mastered the art of presenting value. She is a New York Times-acclaimed writer. Katherine and her KOTAW team currently help Fortune 500 and smaller brands build their brand and how to market themselves properly.

Here are some of the major take aways from this episode:

  • Build a relationship first instead of going for the sale
  • Brand yourself before someone else does
  • People want to make a connection with you, use those social media sites wisely
  • Learn  the real definition of communication and how to use it
  • Learn effective ways to personally connect with your prospects
  • A great presentation is more than just a fancy powerpoint
  • Seek to connect with your audience by “feeling” the mood of the room
  • Seek to become a great story teller because people always love a good story

You can connect with Katherine at She is also on LinkedIn , TwitterGoogle+ or Facebook.



TSE 003: Relationship Selling with Jim Cathcart

Jim Cathcart Speaker and Sales ExpertDuring this episode I interview Jim Cathcart who teaches us the power of “Relationship Selling”. It is a concept which Jim has mastered. Listen to the podcast to learn how and why this is so important.

Get to know Jim a little more before you listen to the podcast by reading his bio:

In December of 2012 Jim Cathcart was inducted into the Sales & Marketing Hall of Fame in London, England. This is in addition to his existing Speaker Hall of Fame listing.

For four years in a row Jim Cathcart has been selected as one of the Top 5 Speakers on Sales & Service in an online survey of over 11,000 people. With over 36 years of professional speaking around the world, Jim Cathcart is one of the best known and most award-winning motivational speakers in the business. He has delivered more than 2,800 presentations to audiences in every state of the US, most provinces of Canada and countries from Scotland to Singapore. Some of his most recent international engagements were for thousands of business leaders in Bogota’, Colombia; Costa Rica; Panama;  Warsaw, Poland; Santiago, Chile and Macau, China! A business strategist, pyschological researcher and philosopher at heart, Jim is also a down to earth regular guy. He has worked in warehouses, driven trucks, sold donuts door to door, been a bank teller, plays guitar in night clubs and pubs, and has toured much of the world on a motorcycle.

Today he is listed in the professional Speaker Hall of Fame, is a recipient of the prestigious Golden Gavel Award (along with Earl Nightingale, Art Linkletter, Zig Ziglar and many others), has been the president of the National Speakers Association and received the Cavett Award for a lifetime of service. He has authored 16 books and scores of recorded programs. In 2007 he was listed as one of The Top 100 Minds on Personal Development by Leadership Excellence magazine. The San Diego chapter of the National Speakers Association renamed their member of the year award “The Jim Cathcart Service Award” and the Greater Los Angeles chapter gave Jim the Lifetime Achievement Award in 2003. In 2008 he was inducted as one of the “Legends of the Speaking Profession.” And in 2010, 2011, 2012 & 2013 he was selected as one of the Top 5 Sales & Customer Service Speakers by in an online survey of over 11,000 people. Now he adds the Sales & Marketing Hall of Fame to his accolades!

Follow Jim his new adventure Music Industry Radio and on Facebook.

Click here to check out the episode in iTunes and let me know what you think!

Click here to check out the episode in Stitcher.

Music provided by FreeSFX