Category Archives for Sales Coaching

John Martinez on Training salespeople

TSE 1255: How To Train Salespeople That Aren’t Natural Salespeople

John Martinez on Training salespeopleGetting training as a salesperson is part of the process and it is especially important for those individuals where selling doesn’t come naturally. How do you shape them to become great salespeople?

John Martinez is a sales trainer and has been training salespeople exclusively for about six years. Before that, he’d had a sales career for over 20 years. Working in corporate America training and building sales teams, he eventually decided to leave to start his own sales training company. 

Becoming a great salesperson

With proper training, anyone can learn the skills to get better at their job and sales is no exception. Not all salespeople are born for sales but with the right exposure and training, a skillset can be gained to excel. In these cases, one needs the desire to develop strategies to help them overcome the inevitable hurdles and challenges that can come with a career in sales. 

John wasn’t a natural-born salesperson himself.  He had a speech problem growing up and the only person who could understand him was his mother. In sixth grade, he was in therapy five days a week. He was also getting bullied at school so for his own safety, he just learned to blend in. 

How to train salespeople

When training new salespeople, great training doesn’t start with sales tactics and strategies.  It starts with the belief system. The sales team needs to know why they sell what they sell and do what they do. People are often held back because they don’t want to be pushy. No one wants to be in an uncomfortable situation, whether they are the salesperson or the prospect. Unfortunately, most sales processes are taught in a way that puts salespeople in an awkward position and they get stuck in a battle with their discomfort. 

John starts with the basics and teaches salespeople to believe in what they do. When they’ve built up enough trust in themselves, John teaches them the strategies and tactics that make conversations comfortable again. 

The training process: 

John’s sales training is done once a week with teams from around the country. They spend about 45 minutes talking about the why and work toward getting a complete buy-in on the sales strategy. Another 10 minutes is spent on starting to reverse the paradigm. 95% of the sales training is about getting sales reps to understand why they do the things they do and say the things they say. 

Salespeople can fail to be successful because they don’t understand the reasons behind what they are told to do. Even when others do understand, they still may not completely buy into the concept. The why is more important than the how because the how can always be taught. 

Becoming a trainer 

John’s choice of being a sales trainer comes from personal experience. While he was successful in training, there was still a shift that occurred between failing and succeeding in his career. The shift came from learning that he could succeed if he followed a step-by-step process. He learned he didn’t have to be a natural salesperson to excel in what he is doing. 

John is invested in helping other salespeople find their way. His mission is to give them the process and to help business owners equip their teams to become more successful. His training not only helps salespeople find their way but it also helps their prospects get the help they truly need. 

The need for a compelling reason

It is normal to be knocked down and face challenges. Hurdles are expected in sales. Having a compelling reason to keep going helps to keep you grounded and it will propel you forward. This vision is important because it is capable of getting you through the tough times. Without a vision, it is much more difficult to stay motivated. Without a vision and a skillset, the chances of bail-out greatly increase.

Scripting is part of John’s process. John thinks of sales scripts as training wheels. New salespeople need to start somewhere and scripting is a good introduction. Once the basics are modeled, over time salespeople will find their own voice and develop their own conversations. John’s initial scripts help new trainees find their balance. He urges salespeople to read between the lines to find their own way. 

In John’s training, they script deal-breaker moments that could prevent closing well.  Compelling reasons why prospects may hesitate to work with the salesperson are also looked at. It’s this information that creates the foundation of questions that can help move through tougher conversations.   They prepare six-seven questions that will help connect the dots between the prospect’s problems and finding the answers through the products and services being offered. John then creates a sales playbook with 10-15 questions that can be used by his clients when working with their customers.  

Laying the foundations 

Having a strong foundation helps. If you give new salespeople too much information at one time, it can set them up for failure. Start small and slowly build the foundation. Once that’s established, you can add some strategies and build a skillset.  

Salespeople need to understand that it’s not just about reading a book and learning the process once, there is always room for improvement. No athlete became skilled immediately.  They continue to play and practice the basics. The same is true in sales.

Let your prospects know immediately and continuously, a no is okay and you’ll see your prospects open up to you. This gives you the window to talk about your products and services comfortably and will set you up for greater success.  

“How To Train Salespeople That Aren’t Natural Salespeople” episode resources

Check out his website, They do hundreds of free training in a day and more. You can also talk to Donald if you have more sales concerns. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077. 

We have a new semester beginning on February 14th and we would love to have you and your team join us. Follow this link to apply to the program. 

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

You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. 

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

Cold Calling, Omnichannel Outreach, Fred Diamond, Donald C. Kely

TSE 1171: Helping Your Sales Team Perform Their Best

Cold Calling, Omnichannel Outreach, Fred Diamond, Donald C. Kely

I sat down with Fred Diamond at Podcast Movement 2019 to discuss the keys to helping your sales team perform their best. Fred is the host of Sales Game Changers Podcast and today he turned the microphone on me and allowed me to share the things I’ve learned during my career in sales. 

The Sales Evangelist

This podcast resulted from my own struggle as a B2B seller. Because of my own struggles, I wanted to help new and struggling sellers improve their sales game. I wanted to educate people who were in the same shoes and help elevate their performance. 

As The Sales Evangelist podcast grew, people in our community of sellers reached out to me for sales coaching. I started with one-on-one coaching for reps, and then those reps took their training back to their companies, and I started hearing from entrepreneurs and other business owners who needed to replicate themselves so they could scale their companies. 

I launched into the consulting side and helped businesses set up their sales teams. Eventually, that led to speaking opportunities and other things, so in 2015 I left my full-time job to do The Sales Evangelist full time. 

The podcast didn’t make money on its own, but it did generate leads and coaching opportunities and speaking and consulting gigs. Now, though, it generates its own income. 

Sales career

I got into sales before college, partly because my entire family was involved in sales. As a Jamaican boy, I grew up in a setting where everyone sold something. I didn’t see it as sales, necessarily. I simply saw it as the family business. 

I’m naturally outgoing, so people told me I’d be perfect in a sales career. That continued through college where I struggled to find a sales program. 

Eventually, I got a couple of sales jobs in timeshares and door-to-door that involved B2C selling. I made about $20,000 in three months selling door-to-door over the summer during my first year. 

When I transitioned to the professional world of selling, though, I struggled. 

Lessons learned

One of the things I learned selling door-to-door was the value of working smart. I saw people who worked hard but who weren’t effective, so they got burned out because they continued doing things that were ineffective. Those who hustled, on the other hand, worked efficiently and they practiced their messaging and they stopped doing things that didn’t work. 

I learned that I had to be willing to move on when a sale didn’t work out. 

Eventually, I moved into a BDR role in a B2B company, and I brought that need to work efficiently and plan my activities because it was a full-commission job. 

Time is money, and I needed to pay rent. 

During my time at the IT training company, Steve Hatch took me under his wing. He was the CEO of the company, and he taught me both the sales and the business sides of his company. In several cases, he did that by throwing me into the deep end. 

We were trying to work a deal with a local NPR station and he helped me learn to lead the deal and negotiate the deal. He helped me see who I could eventually become. 

Sales challenges

Current sales reps face a number of challenges that are unique to the kind of setting they operate in. Most of the ones I meet with struggle with prospecting, and with prospecting effectively. 

Many learn that cold calling is dead, for example, but they work for companies that were built by cold calling. Their leaders want them to engage in cold-calling but others tell them it’s ineffective, so they feel pulled in different directions. 

At the same time, many sellers struggle with the idea of social selling in which they engage with people on social media. They often don’t have the confidence to do it effectively, so they wait for inbound leads to come, and though they do often come, it simply isn’t enough. 

I constantly give training on how to use LinkedIn and how to take advantage of cadences and flow processes for outreach. 


Multichannel outreach, sometimes called omnichannel, matters the most in prospecting. When I work with sales reps, I encourage them to begin their interactions on social media. Make a genuine connection with people as a starting point. 

Understand that genuine connection doesn’t mean you simply “like” something that they posted or shared. Instead, engage with that person. If someone comments on something you share, take that conversation to the inbox next and tell him how much you appreciate his comment. Then, once you’ve built that connection, you can move the conversation to a phone call. 

Now you’ve created a warm, engaging connection. 

Then, for enterprise sales, you can even take advantage of snail mail to send them something to grab their attention. We created a Willy Wonka style ticket and invited them to join us for our demo. We sent sodas and snacks and a Starbucks gift card. We spent about $12 for each of three boxes and landed about $100,000 worth of deals. 

Sales tips

I read a lot of books in an effort to improve my game, and one of my recent favorites is Mike Weinberg’s Sales Management. Simplified. because he focuses on fundamentals. For me, mastering those fundamentals is the key to moving to the next level. Aside from prospecting, asking appropriate questions makes a big difference as well. 

For sellers who know nothing about their buyers, pipelines won’t matter at all. We’re skipping the discovery process and we’re missing a chance to ask meaningful questions and demonstrate our expertise. 

Related to that topic, time management presents a big struggle for sellers right now. I attribute my continued success to planning. In fact, I’ve created a selling planner because I couldn’t find one that I liked. 

I read a book by Kevin Kruse called the 15 Secrets Successful People Know  and another called The 12 Week Year related to time management. A lot of sales reps throw as many things as they can on a calendar in hopes that they can maximize their time. 

Instead, I break my day down based on categories to measure my effectiveness. I separate sales activities, marketing activities, and operations. I tracked those activities for a week to see where the commonalities are and which tasks I’m repeatedly doing. Then, I eliminated tasks that my team could do for me so I could focus on sales-related tasks. 


Do a three-minute prep prior to each sales call. If you have a focused list of clients, consider hiring someone to do research on each of those clients. Find out the following:

  • How does this company make money?
  • What challenges do they have that they aren’t even necessarily aware of?
  • What common challenges are they facing?
  • How does this person I’m going to call help the company make money?

If you can help your customer achieve his goals, you’ll be so much further down the path. The process isn’t about you.

Someone is going to solve your customer’s problem. Why don’t you figure it out first and be the first to provide the solution?

“Helping Your Sales Team Perform” episode resources

Connect with Donald on LinkedIn. Also check out the Sales Game Changers Podcast.

 If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

You can also connect with me at or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.

Sellers, Sales Coach, Donald C. Kelly

TSE 1162: How to Effectively Coach Struggling Sellers

Sellers, Sales Coach, Donald C. Kelly

Sales leaders must help their teams perform at peak levels, so they must start by understanding how to effectively coach struggling sellers

I’ve seen this kind of coaching done badly in the past, and I’ve walked my own team members through these struggles. I’ve developed tips of my own and I’ve learned from Mike Weinberg’s book Sales Management Simplified

Questions to ask

All sales reps and sales leaders endure dark moments where nothing seems to work out. Despite the fact that we’ve been selling for years, we endure periods where we simply can’t close. Very often, when that happens, there are several key things we must address.

These situations don’t develop overnight, and they usually result from slippage in certain areas. Begin by answering the following questions as honestly as you can. You’ll never find improvement if you’re dishonest about your situation. 

  • Does the struggling seller have a desire to succeed and thrive in sales? If he doesn’t have the drive to succeed, no amount of training or coaching will help.
  • Why is this particular seller on my sales team? Did you inherit this seller? Did you hire him?
  • How did the seller get into this situation? What signs did you see along the way? 
  • What has been done to fix the problem? What steps has the seller taken? What steps have you taken?

One-on-one meetings

If you aren’t already holding them, schedule one-on-one meetings with your sellers. I’m a big believer in this method because these leadership meetings offer opportunities to connect with our team members. 

One-on-one meetings with sellers provide time to fine-tune and fix micro-problems before they become huge cracks that jeopardize the stability of our organizations. #SalesCoaching

These can be monthly, or weekly, but quarterly isn’t frequent enough.  

As you work with a struggling rep, you can determine the things that stopped happening. Did he stop planning his prospecting? Is he failing to manage his time? Does he fail to establish a plan for his activities?

If you aren’t engaging in one-on-one coaching, you won’t know what’s happening with your team. When you recognize the problems, you can implement solutions and guide your team members to the right solutions. 

These meetings should be knee-to-knee, eye-to-eye if possible. 

Conducting one-on-one meetings communicates to your reps that you care about their success. When you take time out of your schedule to share suggestions and guidance with your team members, it’s meaningful to your team. 

If something is important to your sales reps, it must be important to you. One-on-one meetings help you determine what’s important to your team members. 

If the rep is really struggling, you can increase the frequency of your coaching sessions. 

Changing mindset

When I was a sales rep selling software, I changed my mindset so that I considered myself the entrepreneur over my territory. Mike Weinberg suggests that you do the same by establishing a business plan for your territory or area.

Whether you’re a BDR or an inside sales rep, begin by determining a goal for yourself. For struggling sales reps, help them to create their own goals and then to establish a plan to follow. Including them in the plan gives them accountability. 

Begin with small goals over the next three months of the quarter. Consider what your financial goal will be. Then determine exactly how they’ll accomplish that. Identify the existing customers that you’ll engage.

Establish a time frame in which your rep will accomplish that goal. Remember to include consequences. Ask your reps what a fair turnaround would be. Then ask your reps what should happen if they don’t meet their stated goals.  

Very often your reps will establish tougher consequences for themselves than you might have set. 

Desire to improve

When you have a sales rep with an obvious desire to improve, bend over backward for that person. Move mountains for her. If she is taking advantage of coaching and she establishes an awesome business plan, reward her efforts. Find other resources that will help her succeed.

Get her books or send her links to relevant podcasts. Meet with her when you can, and email her when you can’t meet. Check in through the day and throughout the week. 

When your sales reps thrive, your business will improve and your company will grow. 

It’s far cheaper to help your sales reps improve than to begin the hiring process over again because you need successful sellers. #SalesTraining

On the other hand, if your sellers don’t have a strong desire to succeed, and they won’t dedicate the effort to improve, then it may be time to remove them from your team. 

In my own case, I had sales leaders who believed in me and who recognized my drive to improve. They coached me through my struggles and helped me get where I am today. 


Once you’ve worked through the plan over the course of 30-90 days, if your rep still isn’t improving, you must identify why. If you’ve done the one-on-one coaching and you’ve helped her create a sales plan, you may have to put her on probation. It can be an informal program, but you must establish a marker that she will hit within that probation period. 

Usually by this point, if the rep truly wants to succeed, she’ll show signs of improvement. Eventually, she’ll have to work on her own and prove that she can hit milestones without other people’s assistance. Without that ability, she’ll eventually have to move on. 

The Sales Evangelist Certified Sales Training Program helps sellers improve by identifying problems and developing solutions to address them. Many individual sellers choose our program for themselves because it’s worth the cost of the training to increase their success rate. 

“Effectively Coach Struggling Sellers” episode resources

Grab a copy of Mike Weinberg’s book Sales Management Simplified

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

You can also connect with me at or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.

Stress, Fatigue, The Sales Evangelist, Dana Cavalea

TSE 1160: How To Deal With Stress, Fatigue, Burn Out & Lack of Creativity

Stress, Fatigue, The Sales Evangelist, Dana Cavalea

Sales is a year-round activity with no off-season and no breaks, so it’s important for sellers to understand how to deal with stress, fatigue, burnout, and a lack of creativity. 

Dana Cavalea is the former Director of Strength & Conditioning and Performance for the New York Yankees. Coach Dana, who helps companies optimize performance and productivity, wrote a book called Habits of a Champion: Nobody Becomes a Champion By Accident.  

He became a coach after realizing the tremendous difference that coaches made in his own athletic career, and how they helped him overcome bumps in the road. 

Opportunity knocks

Dana, who originally hails from New York, chose to attend school in Tampa because he knew it was near where the Yankees conducted their spring training. When he got the opportunity to join the team as the guy who handed out towels and cleaned the weight room, he jumped on it. 

Within a few years, he earned a paying job as the director of strength and conditioning and performance, and the team won a championship during that time. 

He discovered, through that experience, that many executives, CEOs, and sales teams wanted to know how athletes prepare to compete at the highest levels. How do they deal with injuries and fatigue and the obstacles they face during a season? How do they keep showing up every day in the face of fatigue and burnout?

Individual protocol

People assume that high-level musicians and athletes feel good every time they perform, but that couldn’t be further from the truth. They’re tired a lot, but they don’t tell themselves that. They understand that fatigue is part of life and that you’re going to have days where you don’t feel great. The goal, Dana said, is to have fewer of those days and more of the days where you do feel great. 

To do that, Dana coaches people to focus on a couple of simple things that affect performance.

  • Hydration
  • Sleep

These factors can inhibit the way you function overall. To address them, you must have an individual routine specific to your needs that helps you perform at your best every single day. 

Some players like music that pumps them up, and other players like music that calms them down. Each person must have a routine and protocol that is based around their needs. 

But how do you get there?

You get there by testing things. If you sleep for six hours but wake feeling tired, that may mean that you need more sleep, or that you need to understand your 90-minute sleep cycles better. We must perform each day and test different things like the food we eat to determine what makes us feel better. 

How do I feel?

Begin by asking yourself the question, “How do I feel?” Phrased that way, the question takes you out of yourself and gives you a moment in the midst of all that you have going on to consider how you feel. People listen to a million different podcasts and listen to two or three books at a time, and we’re so busy that we don’t take time to think about how we’re feeling. 

We’re working to create a self-awareness that is super important in determining the strategies that will help you overcome your struggles. 

Sometimes we underestimate the impact of stress on our bodies. Sports are very competitive, as is business. Sales is extremely competitive. You must prepare and train to compete. 

The key is to keep your energy up by hydrating, sleeping, fueling, and training. Then, fill your mind with good stuff to crowd out the doubt and fear. 

Sports have a defined starting and ending point, but sales continues all year, quarter after quarter. There’s no break because each year leads into another. 


If we do well this year, what will the people around us expect from us moving forward? They’ll expect us to do better. So now we’re constantly trying to push our threshold. Although what we did last year was good, it’s not good enough for this year. Expectations shift.

Some people, though, get comfortable playing things safe, and doing “just enough.” They don’t want to do more than they’re already doing because they know it will simply shift the expectation higher. 

People fear success almost as much as they fear failure. Sometimes, they sabotage themselves in order to avoid the pressure of accomplishment. 

Leaders can help their sales teams overcome these struggles by being honest. If a salesperson has hit his numbers for the month and he has a pending deal that he could close this month but he’s holding it for the next month, his leader must remove the need for the seller to impress him.

Creating clarity

Dana heard an interview with Mariano Rivera in which Rivera said his career changed when Yankees manager Joe Torre called him into the office and explained that Mo would always be his guy. As long as Torre was with the Yankees, he wanted Mo by his side. That freed Mo to relax and do what he was best at. He was freed from the need to prove himself. 

If you can reduce the need to prove yourself because you’ve validated yourself, you’re in a great position. When a manager does that for his team, it’s like glue for the team. 

Dana puts his clients on a morning walk routine that includes a 30-minute walk with no technology. It forces them to be by themselves without the defense of jumping into the phone. Without distractions, they can think about the things they actually want. They get the clarity of evaluating their current situation and their own performance. They have time to ask themselves questions about how things are going. 

Taking ownership

You may find that you have a leader or manager who isn’t leading in the way you need her to. In that case, it’s up to you to tell her what you’re struggling with, where you need help, and how she can support you. You can also ask for clarity around the work you’re doing. 

When you have the conviction to seek clarity without fearing the conversation, you’ll invite more clarity. 

Dana often encounters people who exude confidence. He calls it their birthright because it’s so natural to them. They know exactly what must be done in order to succeed. In most cases, though, your team will include really intelligent people who simply haven’t experienced enough success in order to feel confident. Coaches can navigate their sellers to achieve small, frequent wins that stack up and build confidence. 

Sellers can acquire confidence even if they don’t naturally have it.

On the other hand, Dana sometimes encounters finance people who allow the market shifts and trends to impact how they feel about themselves. He reminds them that the market will do what it will do, so these people must avoid being reactive to the external environment. 

Striking out doesn’t make you a loser, and losing doesn’t make you a loser. 

Dana got this advice some time back: People can either love it or shove it. Not everyone is meant to work with you and you’re not meant to work with everyone. That’s just the way it is. 

Starting point

Nobody leaves the gym feeling worse than when they got there. They leave feeling glad that they went. Training is your starting point. 

Not all sales are equal. Don’t compromise yourself in the process of making a sale. Some sales aren’t the right ones and they’ll be a death sentence for your company. 

Sales is a hustle and a grind, so you must approach every day with a vision of what you’re trying to create. We’re quick to judge ourselves against other people. 

Sales is a relationship game. If people know, like, and trust you, they’ll open up to you. If they don’t, they’ll be closed to you. Relationships take time and they aren’t one-sided. 

Burnout and stress are perspective-based. Stress is the result of pressures you put on yourself, and stress over time leads to burnout. 

If you try to be perfect, you’ll ultimately fail. Hit singles. Don’t try to hit home runs. If you hit a single every day, you’ll get a run on the board and another man on base. 

Create a healthy process for yourself and then execute every day. 

“How to Deal With Stress, Fatigue, Burnout” episode resources

Connect with Coach Dana at or access his YouTube channel for more content. Grab a copy of his book, Habits of a Champion: Nobody Becomes a Champion By Accident.

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

You can also connect with me at or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.


Sales Coaching, Motivation, The Sales Evangelist

TSE 1158: The Actions High-Growth Coaches Use To Motivate Their Teams

Sales Coaching, Motivation, The Sales Evangelist

While proper mindset is important, the actions high-growth coaches use to motivate their teams to allow those teams to succeed in sales.

Sarah Wirth works for EcSell Institute and studies sales leadership. Along with her team, they look at the coaches in the organizations they work with knowing that great coaches help teams to achieve better results. 

Sarah travels the globe studying different teams and applying the best practices they can teach to sales leaders. Their research-based teachings on best practices are grounded in fact rather than opinion. 

Misconceptions about coaching 

One of the common misconceptions about coaching relates to the timing of team meetings or sales coaching. Most sales leaders do team meetings weekly thinking that getting everyone together via phone makes the team effective. Based on the study, however, the best sales leaders have their meetings once a month rather than once a week. The monthly meeting is much more interactive and educational than the weekly kind of communication. 

Sales reps want an interactive educational team meeting where they can hear what the other departments are doing. They also want to hear and learn the best practices used by others in the company. They don’t want to sit and hear all the updates of what’s going on, because those things can be sent and read via mail. 

Instead, sales reps want a certain level of engagement and content to share during meetings. This content is difficult to achieve when you meet every single week. A longer time frame gives birth to more stories and more experiences to share, which results in meaningful and substantive conversations where everyone on the team learns things. 

Learning from experience 

Sellers like to learn the best practices, so they listen to podcasts. They want to learn from people from different fields who bring radical and neat insights that they’re not aware of. 

The interviews and surveys of salespeople reveal that they don’t want to hear the biggest deals. Instead, they want to hear how to get big deals. They want answers to the objections they encounter and tips to make presentations that help them win deals. They want to hear and learn the stories of how others became successful. 

It’s more of knowing what they did and how they did it. 

Salespeople want to be the best version of themselves. They aren’t into sales because of charity. They are in sales because they want to help their families and their clients. 

Most sales leaders are promoted to their position because they were good salespeople. They go from the bottom to the top without getting any formal training, education, and information on how to become good sales leaders. They learn from experience, and that’s why they become successful. Unfortunately, they don’t know how to transfer all these learnings to their peers so their team can be successful and achieve better sales. 

Motivate the team

There are three actions high-growth sales coaches use to motivate their team

  • Team meetings done in the right frequency and format
  • One-on-one meetings with each of the team members
  • Feedback on what they’re doing well and what they can improve

These three are effective ways to help salespeople grow and improve their skills. 

One-on-one meetings 

One-on-one weekly meetings with each team member are as effective as doing one-on-one meetings every other week. Aside from the frequency, it is also important to follow a consistent structure. 

The best sales leaders start their meetings with personal updates in the life of the salesperson they are talking to. They talk about how their family is doing, and if they’re working from home, sales leaders ask for updates on their projects. Sales leaders spend a few minutes connecting with their team members as people. They show that they care not only as a sales producer but also as a person. 

The coaching and mentoring from one-on-one meetings change a salesperson’s motivation and attitude towards his work. It ignites a fire in him that helps the team meet its sales goals. Even books can’t do this because no matter how good the contents of the books are, the pages can’t hear their ideas or challenge them with questions. There is no substitute for talking through what’s going on in their sales territory or getting their input on the strategies that they’re pursuing. 

Asking imploring questions during one-on-one meetings breeds in-depth conversations that are helpful for both parties to grow. 

Do one-on-one meetings with your salespeople either weekly or bi-weekly depending on what works best for your team. 

Give feedback 

Give your team members feedback on their selling skills regularly. After successfully closing an important deal with your salespeople, debrief them, and discuss what you saw in their selling skills. Talk about what aspect they did well in the presentation and point out the things they can improve. 

There is no better time to improve your team’s skills than seeing its members in action. When you see them do what they do best, you can talk conceptually around them. You can coach them on how to answer objections and even do roleplays to address different situations. 

When you travel with your salespeople and see them in selling situations, you also learn how they interact with their customers, build rapport, present information, answer questions, direct conversations, and figure out the needs of the customers. You have the first-hand experience and you’ll know how to assess them on the things they’re doing well and how they can improve. 

This is also a great opportunity for the salespeople to receive coaching from their leaders. They can see the things they need to work on from your perspective. This is beneficial for them and for the business. 

Your team members may have the tendency of reporting only the good things that went down on a deal, excluding the challenges and how they addressed them. They may tweak the information they give you. When you are with them, you get to see them and give them the corrections and guidance they need. Sales leaders can also point out the effective things their salespeople did during the sales call. They can then repeat what they did in their future deals. 

Career discussion 

Career discussion is critical to a salesperson’s motivation as well as his career longevity on the team. Many sales leaders shy away from doing this because they don’t have specific paths for their salespeople. 

There often isn’t a specific role that salespeople can be promoted to. Sometimes, salespeople don’t have goals other than being individual performers. They like to be in sales and not in other roles such as managers. 

Based on research, a salesperson tends to make progress toward his career development goals and stay with the organization longer if the manager helps him make progress. Aside from that, salespeople tend to be motivated when they receive help from their superiors. 

Management often doesn’t talk about things like this to its employees, causing them to feel stuck in whatever position they are in. It kills their motivation to achieve more in their careers. 

Ask your salespeople how they feel about their careers or what they potentially want to do. You can’t assume that they’re doing okay; instead, draw the answers from them. Sarah Wirth and Bill Ekstrom’s book The Coaching Effect was the result of a career development discussion that Sarah did with him. He asked Sarah about her longterm big picture goals and she said that she’d like to write a book. It wasn’t anything serious for her at that moment. It was merely an idea. Fast forward to when they started really doing it and it happened. 

Go outside your comfort zone 

Another effective action that sales leaders can do is to get their team members outside their comfort zones. 

Help your sellers be comfortable with discomfort. If you can get them outside of their comfort zones, they’re more likely to learn, grow, and develop. #SalesTeam

Most of us want to be on the safe side and gravitate toward what we know but this is not helpful if we want to grow. The same is true for your team members. New roles or situations force your team members to learn, grow, and get better in order to handle the new challenges. Get your team members outside their comfort zones on a regular basis, especially if you see them starting to stagnate and get comfortable in their roles. 


The Actions High-Growth Coaches Use To Motivate Their Teams” episode resources

Learn more about connecting with your salespeople today. Visit Ecsell Institute’s website to learn more.  

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

You can also read more books to become a savvy salesperson and sales leader in Audible, your online library that houses over a thousand books. Register now to get a free book and a free 30-day trial by typing in

This episode is brought to you in part by TSE Certified Sales Training Program, designed to help sales reps and sales teams improve their skills in finding the right customers, identifying the activities and strategies that work, and asking the right questions to build strong value and close business deals. Get the first two courses for free at

Which of the three actions have you tried in your team? Tell us about it in the comment section in Apple podcast. Your rating is equally appreciated, too. Share this with your colleagues who are using other podcast platforms as well including Google Podcast, Stitcher, and Spotify

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The Sales Evangelist, Leadership

TSE 1150: How To Show Your Team You Care!

The Sales Evangelist, LeadershipSome sales teams complain about everything from marketing to CRM and comps, but if you develop the ability to show your team you care, you’ll overcome the negativity and establish a great work environment.

I’ve worked as a sales rep, as a sales leader, and as a consultant, so I understand that complaints are a normal part of the sales process. In some organizations, though, the sellers don’t complain as much because they believe their managers care about them.  

Imperfect selling scenario

It’s tempting to believe that sellers who don’t complain work in better environments. Even if they don’t get great leads, and if they don’t have the best CRM, or if their facility looks outdated, some sales reps enjoy what they do and they enjoy the people they do it with. Because the management cares about their welfare, the sellers are able to enjoy their work.

Although your CRM and your environment are important, culture plays a vital role in helping sellers thrive. In a subpar culture, typically the focus remains on numbers alone. 

Sales leaders

During the month of August, we’ll focus on sales leadership and the principles that will help sales leaders succeed so their teams can succeed. Of all the things you could possibly do to encourage your team, investing time in them ranks the highest. 

Just like a relationship with your husband or wife, the relationship probably won’t survive unless you spend time together. Nice gifts and other symbols of affection won’t overcome a lack of time together. The same is true for your kids.

Don’t base your relationships with your sellers on shiny new CRM or an awesome facility. Instead, demonstrate that you care about their success by dedicating time to help them improve their performance.  


Prioritize one-on-one meetings with your sales reps. Although sales leaders get bogged down by countless things that demand their time, you must invest time in the things that truly matter. Log it on your calendar so it won’t get pushed aside. 

In my own sales journey, when my own leaders prioritized one-on-one time, they were able to help me overcome challenges that were hindering my success. It also made my sales leaders seem human and it helped me see them as something other than a boss. I see her as a trusted friend and someone I can respect. Leaders who jump into the trenches with you have the authority to guide you. 

When my sales leader stopped investing in one-on-one time with me, my sales performance declined, not because I wasn’t doing my part, but because I was able to draw motivation from her experience and example. 

Share priorities

Be aware of your team members’ priorities and make sure that the things that matter to them matter to you, too. If my sales rep is engaged to be married, I need to be aware of her priority. I can support her priorities by making sure that she’s earning enough money to pay for an amazing wedding. I must make sure that, during our one-on-ones, I’m helping her figure out how to accomplish her goals. 

Better yet, if I know of someone who owns a wedding venue, I can consider connecting the two of them. As a leader, I can provide guidance and resources to help her achieve her goals. 

If my leader is willing to prioritize the things I value, I’ll do the same in return: whatever is important to her will become important to me. Whatever she needs me to do in order to be successful, I’ll be willing to do it. 

This kind of relationship isn’t intended to be manipulative or controlling. Instead, it’s a natural by-product of the leader’s care for the seller.

Go on-site

Once a month, or on a recurring basis, free your schedule to do site visits with your reps. Don’t go with the intention of taking over the meeting. Evaluate her progress and ask her afterward what she did well and what she might have done better. Help her improve as a seller. Demonstrate to your sellers that you value them enough to share your time. 

Give them room to make mistakes and room to grow. 

In Jamaica, families frequently send their 10-year-olds to the grocery store to shop for the family. That doesn’t happen often in this country. The opportunity helps children learn from their mistakes and gain valuable experience.

Give room for failure

Don’t jump down their throats when they make a mistake in the midst of a deal or when an opportunity flops. Guide them. Let them know you care. Talk to them and coach them. Then give them an opportunity to try again. 

Acknowledge improvement and give your team members room to lead and coach others when they find success. Show them how to become trusted individuals. 

“Show Your Team You Care” episode resources

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

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

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

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

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.

Sales Leaders, Sales Manager, Donald Kelly

TSE 1062: Sales Leaders, Stop Falling For The Reactive Trap

Sales Leaders, Sales Manager, Donald Kelly

Sales leaders who neglect their own workload in an effort to help their sellers solve problems will find themselves falling behind, so it’s vital that sales leaders stop falling for the reactive trap.

You hired your sellers to handle their assigned responsibilities and to solve problems. When your sellers distract you with problems, you’ll have less time to focus on sales plans or strategies. You won’t have time to conduct meetings or create reports because you’re trying to keep deals from falling apart.

Distracted leaders

In his book, The Sales Manager’s Guide To Greatness, Kevin Davis talks about all the ways that sellers can distract their sales managers from their own workload. The problem with this kind of distraction is that the sales leader’s responsibilities are to grow the department or the business.

The business will suffer if sales leaders aren’t freed to do their own work.

Additionally, you’re teaching your sellers bad habits and cheating them of the opportunity to learn to solve their own problems.

This is why many leaders feel stretched too thin.

Limited growth

Sellers who never learn to solve their own problems will limit their teams’ productivity. Your team will never have extraordinary growth because you’ll always be limited by your own ability to solve everyone else’s problems.

The sellers will never learn to solve problems, and they won’t learn to focus on solving problems for their customers. Instead, they’ll focus on features and benefits.

Additionally, they won’t be able to function as well in your absence, which means they will struggle any time you aren’t available. So what will happen if you decide to take vacation?

Improving sellers

Sellers will only improve if they learn to solve their own problems and handle their own accounts. As each rep learns to handle his assigned responsibilities, you’ll be freed to focus on other things that will improve the team as a whole.

You may be tempted to think that you’re helping your sellers accomplish more, but the truth is that they’ll never learn to manage their own schedules and their own time if you consistently help them manage it.

Kevin points out that your involvement won’t likely encourage them to use their time for other tasks. Realistically, your sellers will simply be freed to do things like check social media or email.

Forty percent of sellers don’t like prospecting, so they won’t likely do it if they don’t have to. They are likely bringing you problems they don’t want to handle themselves.

Teach problem-solving

Kevin suggests asking two questions of your sellers:

  1. What have you done to solve the problem so far?
  2. What do you think ought to be done?

Your sellers likely have basic problem-solving skills; otherwise, you wouldn’t have hired them. If this isn’t the case, you might have to start by making sure you have the right people on the bus.

Perhaps we’ll discover that the rep didn’t really qualify the prospect in the first place. Maybe the rep isn’t talking to the decision-maker.

Assuming those things aren’t true and that the buyer suddenly backed out of the deal, you must discover what caused the problem.

Root cause

Coach the rep to ask questions that get to the root cause of the change. Teach your rep to use the 5 whys to figure out why the prospect changed her mind.

It’s tempting for sales leaders to try to “save the day” and be the hero. Instead, you need to teach your seller to act as a guide to the prospect and teach your seller how to frame the customer as the hero of the situation.

Consider identifying team leads who can help your sellers when they encounter problems. Maybe a senior sales rep can help answer questions or coach your sellers in weekly sales meetings.

Schedule coaching sessions where you can teach your team members how to use these techniques to identify why their deals are disintegrating. Help them identify the common objections so they’ll be prepared when they encounter them.

Build replacements

No doubt you hope to be promoted someday and you’ll need someone to take over your role so you can advance.

Allow them to be part of the dialogue when you’re addressing issues in your area. Provide reassurance that it’s ok to try things and make mistakes.

If you have a hard time saying “no” to your sellers, make yourself unavailable to them. Insist that they begin working on the problems themselves. If they make a mistake, you can still step in if you must, but give them a chance to try solving the problems.

Take the time to coach your sellers. Make sure you give commands, give guidance, and give them room to run on their own.

Whether you’re a sales rep, a sales leader, or a business owner, use these concepts to improve your efficiency and your output.

“Stop Falling For The Reactive Trap” episode resources

Grab a copy of Kevin Davis’ book, The Sales Manager’s Guide To GreatnessYou’ll be glad you did.

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.

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Hiring, Liam Martin, Donald Kelly, Remote Sales Team

TSE 1059: Sales From The Street – “Building A Remote Sales Team”

Hiring, Liam Martin, Donald Kelly, Remote Sales Team

For business owners looking to scale their efforts, there are important factors involved in building a remote sales team, and implementing them can mean the difference between success and failure.

Liam Martin runs three companies related to managing remote workers:,, and his passion project, which is a conference on building and scaling remote teams. His organization helps companies monitor their remote employees’ productivity and efficiency.

He points to the fact that, early in his career, he waited too late to build a sales team, which is the meat-and-potatoes of his business.

Create solutions

Founders of a company have an understanding of the product or service that most sales reps won’t have. Founders may recognize as many as 10 different problems that you could tailor your product around or have meaningful conversations around.

Sales reps won’t necessarily recognize that many problems, so they may not have access to as many meaningful conversations.

The key, then, is hiring a proper sales manager. Sometimes the founder’s ego causes him to believe that he can effectively run a sales team, and he doesn’t recognize his shortcomings.

You must take a hard look at yourself and determine whether you’re truly a good sales leader. When Liam recognized that he wasn’t a good sales manager, he fired himself and hired a proper sales manager.

Be honest enough to determine what you can best do for your organization and then do that.

 Hiring process

Liam’s company has three different stages of hiring remotely. He suggests that many remote teams aren’t as effective as the leadership believes they are.

Liam points to the bullpen, or the area where junior employees are grouped together in a single workspace. The idea is that the employees will train and work together and benefit from one another’s experiences.

Remote employees don’t have a bullpen so it’s impossible to pick up nonverbal selling techniques that some employees are successfully using. Everyone is disconnected, so very often these sales teams won’t hit quota despite their training. As a result, they leave the company.

To solve the problem, Liam’s company works with remote salespeople for about a month. During that time, he has to either close an inbound deal or generate some kind of outbound activity. Based on that success, the company decides whether to invest more into the employee.

He says that although it’s an expensive system, building a remote sales team is ROI positive.

Self-motivated activity

Successful remote employees must be self-motivated. Once the company hires a new remote employee and decides to invest in him, the company flies him to the sales manager in Canada where he will train in the office for three months.

The employee will either hit quota by the end of three months and will have a job, or he will not hit quota by the end of that time, and he will go home without a job.

From that point, the system rewards good salespeople financially. Successful sellers will earn more with this company than they will at other companies. At the same time, the pay structure is such that unsuccessful sellers won’t be able to survive.

The first three months, then, are critical to the seller’s success. Creating the bullpen experience has helped the company’s remote sellers be more successful.

Additionally, the company allows any employee to jump in on any Zoom call to ask for help or guidance.

Massive investment

Liam points to a need to identify those sellers who can talk the talk but can’t walk the walk. Because the company is making a massive investment into its new hires, it must be able to quickly determine which employees are likely to be successful and which ones are not.

On average, his company has found that it can take anywhere from three to six months to determine whether an employee will be successful. Its goal is to shorten that period when possible.

The company would prefer a clear “yes” or “no” to a “maybe.” The more time it spends dealing with an employee who is a “maybe,” the more money it invests without fully knowing whether it will get anything in return.

“Building a Remote Sales Team” episode resource

If you want to learn more about building or scaling a remote team, visit It’s a conference being held in Bali, and if you’ve never been to Bali, it’s another great reason to go.

If you’d like to get in touch with Liam, he’s excited about his interactions on YouTube right now, and you can find him at After consuming the content, feel free to ask questions in the comments and he’ll be happy to respond.

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 in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

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

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.

Audio provided by Free SFX and Bensound.


Donald Kelly, The Sales Evangelist Podcast

TSE 1057: Be Willing To Let Them Mess Up!

Donald Kelly, The Sales Evangelist Podcast

Sometimes business leaders find themselves wanting to make sure that their team members get everything exactly right, but unless you’re willing to let them mess up, they’ll likely never learn.

Perfect situations don’t exist. Imperfection is a factor in life, but it’s also where our growth happens.

Maintaining control

Control often gives us the sense that we can force everything to work. As a result, we avoid letting our team members try things their own way because we fool ourselves into believing that our way is always the best.

In my own story, I landed an appointment with a huge organization, and I invited the CEO of my small company to go along. I wanted his support, but I also wanted to show my boss that I was working hard. I wanted him to see the opportunity I had landed.

Most importantly, I wanted him to support me through the unknown parts of the appointment. If I found myself struggling in the conversation, I knew he could help me out.

Turns out he took over the whole show. Instead of acting as a ride-along on my appointment, I was the tag-along.

I had been talking to the client for months, so he felt a little bit ambushed. I had promised him one thing and then given him something completely different. Instead of a meeting with a sales rep, he found himself sitting in a meeting with an executive that he wasn’t really prepared for.

My plan

I imagined myself leading off the meeting and asking for his input along the way. I didn’t imagine it becoming his return to the glory days.

Because I wasn’t operating from a playbook, there was no real structure. The deal did close, but it was challenging.

If you find yourself asking why it’s a big deal, the problem was that it eroded my confidence as a seller.

Sometimes, because CEOs and entrepreneurs started out selling their own product or service, they have a tough time letting that go. They see a problem and they address it themselves because it’s how they operated before they hired sellers.

My CEO misunderstood my request for help and he took over the meeting instead.

In a previous episode, Kevin Davis talked to us about the challenges that sales managers often face, and the book he wrote, The Sales Manager’s Guide to Greatness, that addresses many of those issues.

Learning process

When I finally had the opportunity to go on meetings myself, I fell into a habit of mimicking what I had seen my CEO do. I shared the same stories, even though they weren’t my own stories, but I hadn’t gained an understanding of the problem I was trying to address.

Because there wasn’t any substance to my conversations, my opportunities started falling away. I wasn’t having a problem keeping things in my pipeline, but I was struggling to get them to close.

The old adage of the butterfly struggling to get out of the cocoon applies here: the struggle makes the butterfly stronger. If you were to cut open the cocoon so he could easily slip out, he would never develop strong wings that would help him fly.

You’ll never set the vision for your company moving forward if you’re busy doing the work that you hired your sales team to do.

A better option

We should have developed a gameplan before going into the meeting. By deciding who would say what and how we would build rapport, we could have avoided the awkward meeting with the client.

My CEO could have reviewed the questions I was planning to ask to ensure that I was properly prepared. Then, he could have assured me that if I got into trouble, he’d be there to help.

That scenario would have allowed me to at least try running the meeting.

The sooner you prepare your sales team to operate on their own, the more room you’ll have to grow your company.

Coaching is the correct answer. As you grow a more experienced sales team, you can add to is, and you can create repeatable success.

You will have to let them mess up. That doesn’t mean you ignore any train wrecks that are happening, but you can help them understand where they went wrong so they won’t make the mistake again.

Specify roles and responsibilities before the meetings so your team will learn to fly on their own.

Helicopter manager

Sometimes, in the role of coach, it’s tempting to give your team members the correct answers so they’ll learn more quickly. Don’t do it.

Helicopter managers tend to erode the team’s confidence and they actually lengthen the learning process by creating people who rely heavily on their help.

When they discover the answers on their own, the learning will be more meaningful.

Send us your stories about helicopter managers so we can all learn from the experience.

“Let Them Mess Up” episode resources

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 in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

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

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.

Audio provided by Free SFX and Bensound.

Pam Didner, Sales and Marketing, Donald Kelly,

TSE 973: Achieve Sales Growth Through Collaborative Sales And Marketing

On today’s episode of The Sales Evangelist, we talk to content marketing leader Pam Didner about the critical role content plays in sales and the importance of collaborative sales and marketing.

Content plays a critical role in educating customers and prospects, making sales enablement a natural extension of content marketing.

Pam is the author of Effective Sales Enablement: Achieve Sales Growth Through Collaborative Sales and Marketing

Automated marketing and sales enablement

Email is often our most common form of automated marketing.

Over time, with the integration of social media, social selling emerged, and it has allowed sellers to add other features to their automated marketing platforms.

Every organization automates its marketing differently, so your automation efforts will look different than those of other people around you.

Most people consider sales enablement to be related to sales training and development. If we expand it, though, we’ll recognize that there are things marketers are doing to enable sales.

Sales and marketing aren’t the same, but they complement each other.

Sales and marketing

Consider sales an additional marketing channel for your organization. With that in mind, consider the things you can do using existing marketing elements to better support your sales team.

Consider the example of a whiskey company who wanted to increase its shelf space in a specific city, so it offered to run specific paid ads on social media to drive foot traffic to the stores.

Who doesn’t appreciate more foot traffic?

This kind of effort requires sales and marketing to work together and think through some of the elements that marketing can use to support sales.

Sales and marketing people tend to lose sight of the fact that they are doing the exact same things every day.

Struggling to collaborate

Sales and marketing have the same business goals and they should work toward them together.

Things get complicated because their department goals are different. Sales focuses on revenue while marketing focuses on brand recognition.

Sales also has more of a short-term priority than marketing, which tends to have more of a long-term mission.

Finally, the two departments tend to have different resources and support allocations available to accomplish their tasks.

Sales and marketing can never be 100 percent fully aligned, but is it possible to find commonalities? Can we drive a joint initiative together?

Joining sales and marketing

In smaller environments like emerging startups, sales and marketing tend to work closely together.

In every organization, the mandate to work together must start at the top. Without direction from the leadership, the two teams will avoid working together because it’s more difficult than working separately.

It’s similar to parenting. Two kids from the same family have different personalities and different interests, but parents can lead them to work together and facilitate their relationship despite those differences.

Enablement ingredients

The three critical keys to enablement are

  • training
  • content
  • coaching

Sales and marketing teams should try to understand those on the other side of the equation. Marketing is probably on the forefront of digital communication, and they can help sales understand how to use digital platforms well.

Have a conversation with your marketing department to learn from the things they already know.

“Collaborative Sales And Marketing” episode resources

You can connect with Pam at You can also grab a copy of her book, Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works or Effective Sales Enablement: Achieve Sales Growth Through Collaborative Sales and Marketing

Her challenge is this: if you read her books and don’t find anything of value in them, schedule a call with her to let her know. She’d love to hear about your challenges and help you find solutions.

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

TSE Hustler’s League

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

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

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

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

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

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

Audio provided by Free SFX and Bensound.



Sales Coaching, Sales Leaders, Sales Success, Donald Kelly

TSE 902: Numbers Alone Can’t Coach

Sales Coaching, Sales Leaders, Sales Success, Donald KellySales numbers won’t tell you much about your sales team. They might tell you who’s struggling and who isn’t, but they won’t tell you where the problems lie. Numbers alone aren’t sufficient to help you coach your sales team.

On today’s episode of The Sales Evangelist, we’ll discuss the role numbers play in coaching a sales team, and how sales managers can improve in their own roles while they help their sales reps improve in theirs.

Think of it like a golf game. If you don’t know how to improve your swing, you’re going to repeatedly be frustrated by the game. You’ll only improve when someone helps you improve your specific techniques.

Realize, too, that my scorecard might tell you what kind of golfer I am, but it won’t help you coach me on my golf swing. The same is true of sales.

Look beyond the numbers

As a sales manager, before you do anything else, you should sit down with your sales reps and work to identify strong and weak areas. Until you identify the problems, you won’t know what to correct.

In my own sales career, sales coaching helped me truly improve my sales techniques. If my coaches had only looked at my numbers, they wouldn’t have known whether the problem was my script or my phone calls or my emails.

He can see that I’m not closing enough deals, but he doesn’t know why.

Sales managers that dig deeper can determine whether I’m struggling when prospects bring up objections or during my demonstrations.

Help sales reps perform better

You may recall during our episode last week that we suggested that your sales team is your customer. You should invest in them and guide them because they’ll make your job easier.

Kevin Davis, author of The Sales Manager’s Guide to Greatness, shared that the Sales Management Association published a paper in 2015 that indicated that coaching accounts for less than 8 percent of sales managers’ workload.

Most of the time is spent responding to emails, reviewing numbers, focusing on customers or prospecting. You shouldn’t be locked up in meetings all day. You should be working to improve your sales reps.

Shoot to spend at least 25 percent of your time improving your sellers. Give them suggestions about improving their messaging and their dialogue.

Kevin also spoke about the book called Extreme Ownership, which talks about leadership within the Navy Seals. It discusses our tendency to think that we’re doing everything right, and any problems are the fault of someone else. We fail to see our own role in the problem.

Accept responsibility

Your job is to bring people into the organization. You have to find customers and solve problems for them.

While there will certainly be things outside of your control, like businesses that close, you must take control of your funnel.

It isn’t marketing’s fault that you don’t have leads, because you could be doing other things to generate leads. Make sure you’re doing the things that are in your control.

Look at the numbers to find out what they are doing wrong, but look beyond the numbers, too.

Be willing to accept responsibility for the things that are within your control. Don’t blame others and don’t wait for others to fix the problems.

“Numbers alone” episode resources

Today’s episode is brought to you by Maximizer CRM, 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.

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.

Leave us a review 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.

Christie Walters, The Why and The Buy Podcast, Sales Caoching

TSE 898: What Role Does A Sales Coach Play In A Growing Organization?

Christie Walters, The Why and The Buy Podcast, Sales Caoching

Christie Walters believes that sales is an act of service. She defines coaching as the secret sauce for all top performers. Coaches take on different forms, and Christie believes that the best coaches operate from the performer’s perspective rather than their own.

On today’s episode of The Sales Evangelist, Christie Walters, co-host of the podcast The Why and The Buy, explains how coaching can help you find better ways to accomplish things and help you overcome barriers to success. She answers the question, “What role does a sales coach play in a growing organization?”

She calls coaching powerful and transformative, and she relates that she worked with her own coach for 10 years before becoming one herself.

Career shaping

Good sales coaches help you identify your own goals and your own internal struggles.

The outside perspective a coach offers can help you fine-tune your life and your work. Coaches help us recognize our blind spots and the self-limiting beliefs that are holding us back.

Coaches don’t necessarily indicate that there’s a problem. Very often, companies bring them in to initiate big change.

Coaches help you design the future of your life instead of allowing your future to happen to you.

Growing organizations

Organizations typically engage coaches when they are trying to move to the next level.

For sales leaders, in particular, it’s easy to get so busy managing out and up that you forget to manage down. If you’re managing down, you’re often not coaching along the way.

What percentage of your time is spent nurturing your people?

It’s really more than sales processes, which are important to success. It’s also more than sales training, which will largely look the same for every person in your organization. Sales coaching relates to the individual person because each of us has unique struggles.

Coaching, together with training and leadership, can exponentially change the trajectory of your team.

Personalized coaching

It’s difficult for sales managers and leaders to step into the personal level with their employees, but it’s a powerful tool for success.

There must be a personal element for each person’s processes, and the path to success won’t look the same for everyone. Simply mimicking others’ success won’t work because each salesperson has a unique personality.

Although there is value in parroting what you see and hear others doing, that cannot be your long-term plan. If you’re new to the industry, it’s ok to copy what others are doing, but develop your own techniques and your own authentic approach.

If you aren’t selling from an authentic place, you might have small successes, but you won’t be ultimately successful.

Initial coaching

Christie said that although she is often hired by companies, she serves individuals. She strives to help people discover themselves and their own tendencies so they can tie those things to their own work performance.

It’s about getting the individual deeply connected to the work he’s doing and about helping him understand his work as a service. He’s serving the people he’s selling to, and he’s supporting other things he loves by working.

What drives you on a day-to-day basis?

The first meeting will help you figure out what drives you, what blocks you, and what your blind spots are. Christie views coaches as accountability partners for their clients, and she notes that too many salespeople aren’t their own champions.

She also stresses the power of a single negative thought and the power it has to spiral to more negativity. When salespeople learn to channel that frenetic energy into something that serves them instead of draining them, they’ll change their sales performance.

Common struggles

Every salesperson will eventually struggle, and every company will eventually face transition.

Coaches come in all shapes and sizes, but there are three elements to success for every organization.

  • Build a solid culture which starts at the top.
  • Create training programs that allow people to carry your culture into the marketplace.
  • Coach your salespeople to avoid drift inside your organization.

Be a champion for your salespeople and consider hiring a sales coach to transform your team.

“What Role Does A Sales Coach Play?” episode resources

Connect with Christie Walters on LinkedIn, or on her website, Find her podcast The Why And The Buy,  and listen to an earlier conversation between Donald Kelley and Christie Walters on episode 87 of her podcast. You can also call or text her at (770) 687-6678.

Today’s episode was also brought to you by Video Jungle podcast, your source for marketing and making your brand pop using video. If you want to stand out, use video. Video is everywhere, and it can help you improve your presence. Plan, create and share your way to better content and strategy.

If you think you might benefit from more stories like these, check out The Sales Evangelist Hustler’s League, an online group coaching program that brings sellers of all levels and all industries together to share insights. We’re beginning a new semester this fall, and we’d be honored for you to join us.

Audio provided by Free SFX and Bensound.

Donald Kelly, Sales Coaching, The Best Sales Podcast, The Sales Evangelist

TSE 897: 15 Great Sales Coaching Questions You Should Ask

Donald Kelly, Sales Coaching, The Best Sales Podcast, The Sales Evangelist

As a sales manager, your focus must rest largely on your sales reps rather than your customer. You must win your sales reps over in order to get them to perform at their peak. Do that asking great sales coaching questions and building strong relationships.

On today’s episode, we’ll discuss how to help your sales team perform to the best of its abilities. We’ll cover 15 great sales coaching questions you should ask.

Questions to ask

1. Which part of the sales process is most challenging?

If you’re setting a lot of appointments but not a lot of demos, something is falling short in your process. Maybe you aren’t building value. If I can sit down with a sales rep and discover where the issues are, you’ll help your sales rep perform better.

2. What inspires you?

A leader knows what inspires his team. If you aren’t sure, ask.

3. What are the specifics of this particular deal?

Seek the specifics of every deal. Find out the challenges and the criteria in order to find out how great the deal really is. If you train your sales team to seek specifics, they’ll learn early to ask the important questions.

4. What have you tried so far?

When a sales rep comes to you with a challenge, don’t get into the habit of solving their problems for them. Don’t give him the answers. Help him solve the problem himself and teach him to be a problem solver.

5. Why do you think that didn’t work? 

Teach your sales reps how to evaluate a problem and determine why the solution didn’t work. Don’t let them just walk away from a failed attempt. Determine what went wrong.

6. What led to that assumption?

If your seller is assuming he lost a deal because the buyer didn’t have money, find out what led to that assumption. Teach them to go deeper.

7. Why do you think that happened?

8. What could you have done differently?

Give your sales rep a chance to do a post-game review, and give her an opportunity to be a leader who analyzes the process to figure out what went wrong. Help them take ownership so they’ll find a better option next time around.

8. Why?

If your seller tells you that a prospect is ready to buy, ask him why he believes that. If he tells you what he believes the customer’s issue is, ask why he believes that. Teach your team the 5 Whys to get to the heart of every issue.

9. What do you need to do to achieve this?

10. What are you willing to commit to?

During a one-on-one meeting, when a rep tells you her goals, ask for the long-term strategy that will get her there. Help her realize that she may have to come in early or work late to accomplish the goal. She may have to be creative.

11. When should we reconnect to see if you accomplished this?

Just as we follow up with our customers, we must follow up with our sales reps to make sure they are on track. If we check in regularly, we can keep them from straying from their mission.

12. What will keep you from your goal?

Help your sales reps anticipate the obstacles they might encounter. Especially when they report crazy numbers they are trying to achieve, help them be realistic by guiding them to predict struggles they might encounter.

13. Which metrics or KPIs are you working on?

When you know what your sales reps are working on, you can identify the places they excel. If one rep excels in prospecting and another excels in demos, put them together so they can help each other in the weaker areas.

14. What did you learn from the deal you lost?

We all fail sometimes. It doesn’t mean we’re a failure. It simply means we have some learning to do in one particular area. When we honestly address the core challenges, we can truly learn from our mistakes moving forward.

15. What successes did you have this week?

We need to celebrate wins with our team, but it seems that not enough sales managers do this. They need to know that we value their wins and that we care about their careers and their progress. They need to get wins and then celebrate them.

When you can teach your team to take ownership of the sales process, they’ll have more buy-in and they’ll be more committed to success.

When the team knows that you’re invested in their success, they’ll feel valued, and it will create the same bond that it does with a traditional customer.

Keep an open mind and an open door with your sales reps so they’ll feel comfortable coming to you.

“Sales Coaching Questions” episode resources

The Sales Evangelist Hustler’s League is our online group coaching program designed to help sellers who have been selling for years as well as those who are new to sales.

Last semester, we focused on building value, and we’re beginning a new semester in the fall. To find out more or to apply, visit the Hustler’s League.

If you’d like to learn more about video and how to include it in your sales process, 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. You are a brand, and video can help you set yourself apart.

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.

Leave us a comment about the questions you use when coaching your own sales team.

The book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley provides a fantastic blueprint of all the things buyers say they expect and want from sellers. I’m offering a free excerpt of the book so you can learn how to sell by leading rather than supplicating yourself to the buyer.

Audio provided by Free SFX and Bensound.


Sales Coaching, Donald Kelly, The Sales Evangelist Podcast, Best Sales Podcast

TSE 892: How Can I Better Coach My Sales Team?

Sales Coaching, Donald Kelly, The Sales Evangelist Podcast, Best Sales Podcast

When your sales team isn’t hitting its numbers, what can you do to help them improve? How can you make sure your training process is effective? Ask yourself this: How can I better coach my sales team?

On today’s episode of The Sales Evangelist, we’ll discuss sales coaching, and how you can help your sales team succeed. We’ll address the things you can do to better coach your sales team.

If you have team members who are falling short, odds are that they want to succeed just as much as you want them to succeed.

There are three things you can pay attention to in an attempt to help your team.

Coach your reps

If you aren’t able to coach your sales reps yourself, then find a coach who can.

Begin by understanding the difference between training and coaching. Coaching helps the seller recognize his challenges.

Ask him appropriate questions and help him arrive at his own decisions about his selling. Allow him to participate in the process.

Tailor the approach to his particular challenges without lecturing him.

Work together to solve problems, and identify the things that aren’t working. Where does he think he can improve? What does he feel like he needs?

Training, on the other hand, is an on-going process. We cannot expect that one sales training session will help our reps instantly be effective.

That simply isn’t the case in any industry.

Training must be hands-on, and it must include application. Make it consistent; something that changes behavior.

Guide them through the process, and seek training that is continual.

Makes sales meetings educational

Sales meetings shouldn’t be focused on administrative tasks. It’s ok to talk about the effectiveness of sales, but this meeting shouldn’t be about measuring our individual effectiveness.

Sales meetings should address how the team is doing as a whole. Don’t single out individuals.

Some of your team members will obviously be doing better than others, and it’s ok to ask them to share what’s working.

Don’t single people out, because allowing the successful team members to talk excessively about their success will likely demoralize those who are struggling.

Instead of focusing on individuals during your sales meeting, focus on your team.

Best of all, ask your team members to share the tasks they are best at so that everyone on the team benefits from their experience.

Be involved in the process

Give your team members the opportunity to take ownership of the process. At the same time, though, be there with them.

  • Take her on a one-on-one call.
  • Go on an appointment with her.
  • Make calls with her.
  • Help her send emails.

When your team succeeds, celebrate with them. Your job is to motivate them and better coach your sales team.

“Better Coach My Sales Team” episode resources

We’ve been recommending the book the book, Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley  for quite some time because we believe in the message. Based upon interviews with buyers, it offers specific information for sellers to help them become trusted advisors.

As part of the series this week, we have a SlideShare available for you to download, or you can link to it here. As always, we also have a free excerpt of the book so you can try it out for yourself. We believe you’ll like it so much you’ll want to grab your own copy.

Today’s episode was also brought to you by Video Jungle podcast, your source for marketing and making your brand pop using video. Plan, create and share your way to better content and strategy.

If you think you might benefit from more stories like these, check out The Sales Evangelist Hustler’s League, an online group coaching program that brings sellers of all levels and all industries together to share insights. We’re beginning a new semester this fall, and we’d be honored for you to join us.

We’d love for you to give us a rating wherever you consume this content. If you love the podcast, give us a 5-star review and tell others about the podcast.

Audio provided by Free SFX and Bensound.

Coaching, Sales Coaching, Sales Manager, Alan Allard, Donald Kelly

TSE 741: How to Coach Top Performers

Alan Allard, Sales Coaching

We all know it, 80% of the business is coming in from 20% of the sales teams. But sometimes, we don’t necessarily focus on those top performers. What would that do for an organization if they could get their top performers to sell 5% more? Learn how you can coach top sellers to perform even better!

Today’s guest is Allan Allard and he helps top-performing sellers continue to sharpen their skills. Allan used to be a psychotherapist. But he soon found out that most of patients he had who were all dealing with depression and stress were actually salespeople.

Here are the highlights of my conversation with Allan:

What is a top performing seller?

According to Allan, he defines a top performer as someone who is excelling in their industry in their company.

Factors why salespeople are not able to perform at the top of their game:

Wrong industry

  • Ask yourself, are you the right person in the right industry and selling the right product or service?
  • Sometimes, salespeople are in the wrong industry and performing on the average, but when put in a different industry, they begin to excel.


  • Mindset is the general attitude and your approach to life and this is the key to being a top performer. It’s how we feel about ourselves.
  • If you are confident and know you can accomplish any goals, you are ahead of the game.
  • Changing your mindset will take you to the next level.

Feeling one-level down than your clients

  • You’re not coming from a “one down” position but from an equal position where you have tremendous expertise and power.
  • Realize that you have something your customers don’t have. So sit down and be comfortable with yourself. Top sellers have enough confidence and security because they feel equal to their prospects.

Doing what you’re told and failure to ask tough questions

  • People are scared to rock the boat and they want to please people. This is a common challenge for many people to get rid of this deep-seated belief and subconscious mind of “I”m not good enough.” or “I’m not talented enough.”
  • For that inner roar to come out you have to feel that you have the right to roar and there’s an appropriate place and time to do that.

The Biggest Challenge Top Sellers are Facing:

  • Top sellers don’t have anyone challenging them. Every one is in awe of them because they’re spectacular.
  • Many managers are so confident the sellers are going to bring in the numbers anyway so they leave them alone to do their thing.
  • But they’re not challenged to get to the next level. Nobody is giving them any feedback. They need to be challenged. High performers have unique needs.

Why focus on high performers?

That’s where you get the fastest results. They already know how to sell and they’re already motivated.

Things top performers need coaching on:

1. Exploring your shadow self.

Top performers are usually very hard on themselves. So they need to learn how to accept themselves and embrace themselves on deeper levels. 

Help them acknowledge and explore their “shadow” self – that part of ourselves where we want to hide from everyone, including ourselves.

2.Thinking more holistically about your success or 360-degree success.

High performers are often really good at what they do because they’re neglecting other areas in their life. Over time, they’ll end up in a not so good place and deeply regretful.

Allan’s Major Takeaway:

High performers have far more potential that’s untapped. As a sales manager, you need to have a bigger vision for that person. See more than they see in themselves and be able to bring that out. As a top performer, just think of your accomplishments like you’re just scratching the surface.

Episode Resources:

Check out the TSE Hustler’s League.

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


Sales Coaching, Group Coaching, Donald Kelly

TSE 740: What Is TSE Hustler’s League?

 In this episode, I share with you some FAQs about the TSE Hustler’s League, an online coaching program for all types of sellers. Have an accountability partner and see yourself expanding your knowledge and getting the leads you deserve!

What is the TSE Hustler’s League?

Whether you are new in sales or have been selling for a while and want to improve your sales hustler, TSE Hustler’s League is a specialized coaching program where each semester is 12 weeks long and designed around a theme.

January’s semester will be focused on Business Development. We meet once a week for about 45 mins and go over the theme and how to improve your skills. And each week further focuses on a particular topic.

What happens in the Hot Seat?

We will also put you in the Hot Seat where you get to share your challenge to the whole group, which listens to you live on the call. They take notes and they ask clarifying questions. And most importantly, they give you feedback. They’re sellers coming from other industries but they have similar experiences in their organization and they can give you insights. These are insights coming from different and new perspectives which are very helpful.

When and where is the meeting done?

The sessions are live and held weekly at noon EST. It’s done over a webinar platform so you can watch it or listen to it wherever you are. And if for some reason you can’t make it that day, you can go ahead and watch the recording that will be posted later that evening.

In the membership section, you get to have a username and a unique password to get lifetime access to the semester’s content.

Are sessions required?

Sessions are required but there are exceptions to the rule. Of course, we all know we’ve got to hustle so if you need to take an appointment, go ahead. What we like to see is that people come to each session and implement the goals we give at the end of the sessions and practice these principles. This is where you will see results.

What is an Accountability Partner?

When you join the program, you’re given an accountability partner and I personally follow up with these individuals. They’re not necessarily in the same industry as you but they’re someone that can keep you accountable.

Goals are set and the end of each meeting where the accountability partner will then follow up with you before next week’s session. The whole point of this is you have someone other than you, myself, or anyone in your organization who can keep you accountable. You can do this via video, phone call, or email. It usually lasts for 5-10 minutes.This is what makes TSE Hustler’s League so powerful because of this accountability aspect.

How much does it cost?

The investment is only $112 per month and over the three months, the total cost is $336. You get all the basics and all the things you need to become a better seller. You can pay upfront or simply pay monthly. We have flexible payment options. This is not a money-making machine because we intended to create this to help all sellers. 

Episode Resources:

Check out the TSE Hustler’s League.

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

Sales from the Street, Sales Coaching, Donald Kelly, TSE

TSE 729: Sales From The Street-“I’m a Sales Coach”

Sales from the Street, Sales Coaching, Donald Kelly, TSEDo you feel you’re taking too much? Or that you’re not being laser-focused on the market that you serve?

Today, our guest, Cynthia Barnes, is a B2B, women sales coach. She’s back here on the show today to talk about a struggle she face, how she overcame it, and the results she got.

Cynthia Barnes is a Metro Detroit-based executive sales and leadership coach and thought leader. As a visionary and intense leader of highly successful sales teams, Cynthia has learned that the key to reaching the Top 1% is a high level of precision combined with relentless execution.

Cynthia is Founder and CEO of Barnes Sales Institute, an executive sales coaching firm for women sales professionals and the driving force behind the National Association of Women Sales Professionals— a national sales organization that provides professional development and advocates for the advancement of women sales professionals.

Here are the highlights of my conversation with Cynthia:

Cynthia’s biggest sales struggle:

  • Not being crystal clear on the target market she serves and the services she provides
  • Trying to service customers in the level they expect you to service them even if it’s actually not your expertise (For instance, they expect you to to do marketing even when you’re expertise is in sales)

Strategies Cynthia Did to Overcome Her Struggles:

  • Cynthia is a darn good sales coach. So she knew she needed to be able to stay in her lane.
  • This takes humility and conviction, knowing that you are good at what you do.
  • It takes focus to say you’re not going to do something else.

Focusing on the Right People:

  • Stay in your lane and the right people and the right opportunities are attracted to you because you’re in your lane, your silo, your own vertical.
  • For instance, Cynthia only coaches women sales professionals. She doesn’t coach men and B2C clients. She is a B2B, women sales coach.
  • When you brand yourself as an expert in your field, there’s not enough “manpower” to handle all the people that reach out to you.

Cynthia’s Major Takeaway:

Do what you do and do it really well. Be crystal clear on your messaging, who you are, what you serve, and who you serve. Then the right people will come to you.

Episode Resources:

Connect with Cynthia Barnes on LinkedIn or send her a message at

Check out the TSE Hustler’s League.

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


Donald Kelly

TSE 529: Sales From The Street-“Confidence from Coaching”

Donald Kelly On today’s episode, my wife, Cristina, is joining me to facilitate this show while I take on the guest role as I speak about the sales struggles I had. We actually had a recent conversation on some of the struggles I had with sales so we decided to bring it here on the show.

Main challenges I faced:

  • CONFIDENCE in what I was selling and talking to people
  • Fear of taking action
  • Fear of asking appropriate questions without offending people

Strategies I used to overcome these challenges:

  1. Ongoing training

Sales training can only get you so far, it’s important to sustain all the things you learned by joining a group of like-minded people. This helped me refine my skills and this is why I created the TSE Hustler’s League because the key is consistent, ongoing training.

  1. Coaching

Coaching and training are two different things. Training is more of telling, while coaching is more of guiding and encouraging. It involves asking the appropriate questions to help people learn and think about ways they can act and perform as opposed to telling them all the answers.

Benefits of coaches:

  • They guide you along the path.
  • They serve as your accountability partner so you can have actionable things to implement.

Results I gained from doing these strategies:

As I got into the software space, I started closing $30,000 deals which gradually got bigger. I was now asking the appropriate questions. I had a coach to guide me and I obviously saw results.

Today’s Major Takeaway:

Having that personal one-on-one coaching will build your confidence and push you to the next level. I highly recommend that you get some kind of coaching.

Episode Resources:

If you would like a copy of How To Become An Effective Sales Coach (the PDF I mentioned in this episode), send me an email at Put in the subject like, “Sales Coaching Guide”. 

Coaching Salespeople into Sales Champions by Keith Rosen

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Carolin Soldo, Donald Kelly, The Sales Evangelist Podcast, Business Coach

TSE 524: Sales From The Street-“Started The From Bottom, Now We’re Here!”

Carolin Soldo, Donald Kelly, The Sales Evangelist Podcast Today’s guest is Carolin Soldo, a business coach who works with women, specifically, who are very passionate, highly skilled, and with the desire to bring their passions to the world.

Along with her husband, Carolin immigrated from Germany into the the United States initially working as a telemarketer and her husband as a machinist. With zero business background, she and her husband put up a business literally from scratch. Fast-forward to now, their business has grown to making $3 million in revenue in 2016 with 14 employees.

Major Health Transformation

Meanwhile, Carolin was in the financial services space but she was no longer feeling the drive and started to grow overweight over time. Then a major health transformation happened. She shed off 80 pounds in over a year and decided to really change her entire life as we as her family’s. Hence, the birth of her passion for health.

Out of the Corporate Grind

She then started to become a health coach on the side until she finally took the leap to do coaching full time. Over two years ago, she pivoted her way into becoming a business coach where she now works with women in various fields of their coaching career.

Here are the highlights of my conversation with Carolin:

Strategies in creating a business with zero background:

  1. Ask experts.
  2. Google things.
  3. Figure things out

Some insights drawn from Carolin’s inspiring story:

  1. You have to learn to do things with fear.

People often don’t take action on their dreams and it’s all because of fear.

  1. Be passion-driven and purpose-driven.

Use your passion and purpose to fuel yourself to do things with fear.

  1. Take your fear and make it work for you.

Turn your negative energy into positive energy. Always think about the impact you can make and how people can learn and grow from it.

The best ways to acquire new business:

  1. Bring your business online.

Use social media advertising as well as traditional online advertising.

  1. Create webinars and automate them.

Target your webinars to people using social media. These people will then be added to your email list. This leads to them booking calls.

  1. Use the calls as an opportunity to enroll a new client.

The more sales calls you have in your business, the better you’re going to do. Sales calls are the lifeblood of a coaching business.

  1. Use analytics.

Pay attention to the statistics to help you improve your funnel, tweak it, fine tune it, and optimize it.

Reasons for failure of converting leads:

  1. Syntax: When you wing a call

There are certain sections in a sales call that you want to hit (rapport building, exploring their pain, etc). Master that syntax and then it’s all about you and the mindset.

  1. Confidence: Lack of belief in your products.

You always have to be certain. Believe in your product and that you can deliver results.

  1. Energy: Being clingy and desperate

No one wants to spend time with a clingy, convincing type of energy nor would they want people who are too interrogative, just checking off boxes and moving along with the script without even caring.

Strategies in asking for the high price:

  1. Re-frame what you’re pricing out.

Instead of pricing by the hour, price by the result. Look at the lifetime value of what you’re delivering. Look at the impact you can make to your clients.

  1. Focus on value.

Price wouldn’t really be an issue if you can let them see the value of what you can offer. Understand what you’re really doing for people and what their pain points are.

Carolin’s Major Takeaway:

Sales is fun! Restructure and reframe how you think about sales because sales calls are actually fun since you’re making new connections every single day. Most importantly, you’re opening the door for people to change their lives with your product. Rewire your mind and get excited in the morning. Then the right people will show up. Sales is really being of service to the world.

Episode Resources:

Connect with Carolin on or on Facebook. Sign up for her brand new seminar, The 5-Step Strategy I Used to Build My Coaching Business Online and Go From Unknown to 6+ Figures in Less than 12 Months, just go to

Check out Carolin’s yearly event From Passion to Profits Live

The Alchemist by Paulo Coelho

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Sales Manager, Sales Coaching, Sales Leaders, The Sales Evangelist

TSE 477: Managers Need to Authorize Messing Up

Sales Manager, Sales Coaching, Sales Leaders, The Sales Evangelist As salespeople, one of our biggest challenges is a mindset that holds us back because of fear. Today, I’m sharing something to help sales managers take the fear away from their sales team so they keep on hustling. It’s all about taking on that mindset that you’re going to do whatever what it takes no matter what.

Know your why.

What motivates you? What is something that pushes you? Whether it’s to buy a home for you and your family or start a family or be a top performer in your industry, this is your year to start it right.

Be consistent and persistent.

Don’t just start like everyone else and then just quit after the first couple of weeks. Consistency and persistence are key factors in accomplishing goals. Do the hustle and do those big things.

Fear is NOT Real.

Fear is something so limiting and the truth is that it’s not even real. It’s not a physical thing. It hasn’t happened yet but because of our limiting belief, it pulls us back from taking action.

Ways to Overcome Fear:

  • Stop putting pressure upon sales reps to do what is right, do their best to perform, and bring in revenue; otherwise, they would be afraid of doing what is wrong.
  • Take fear away from them. We learn the most when we make mistakes and mess up. Without giving them the opportunity to make mistakes, they’re going to be always afraid.
  • Through failures, we’re able to fix those things and find solutions for them. Scientists even recognize that they’re still going to mess up because it allows them to go forward.

Your call-to-action:

Give them an incubator, which is a place where they can mess up and grow and learn from them.

Tell your new reps that you don’t expect them to get everything right, that it’s okay to mess up but you don’t want them to make the same mistake twice.

Episode Resources:

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.

Help us spread the word out by leaving us a rating or review on iTunes, Stitcher, or Google Play or whatever platform you’re using.


Andy Paul, Donald Kelly, The Sales Evangelist Podcast, Best Sales Podcast

TSE 364: Sales From The Street-“Part Two-Tailored Coaching”

Andy Paul, Donald Kelly, The Sales Evangelist Podcast, Best Sales PodcastThis is Part Two of Sales from the Street with Andy Paul who graced our show last week and talked about different strategies for lead generation.

Today, he talks primarily about what sales managers can do to be able to cater to sellers using the unique strengths of people in their team.

Here are the highlights of my conversation with Andy:

Dealing with scripts:

  • Process-driven versus flexibility
  • An issue on quantity versus quality
  • At the end of the day, it’s still a person talking to a person
  • Take advantage of the strengths of people in your team.

Strategies for managers:

  1. Coach your people.

Your first job is to coach your people because your success is completely dependent on their success.

  1. Manage the people, not the metrics.

It’s all about managing your people to make them more effective so their metrics improve.

Andy’s Major Takeaway:

Play to your strengths. Automation is good but these processes and tools don’t actually take the place of actual selling. Get yourself in a position where you can play to win.

Episode Resources:

Connect with Andy thru email at  or on LinkedIn and Twitter @zerotimeselling

Check out Andy Paul’s podcast Accelerate!

Essentialism by Greg McKeown

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Join For $1.00 Today!

The Sales Evangelist, Donald Kelly, Donald C. Kelly


Complacency, Donald Kelly, The Sales Evangelist Podcast

TSE 342: Complacency In Sales Performance

Complacency, Donald Kelly, The Sales Evangelist PodcastComplacency is a bad thing when it comes to selling. Unfortunately, a lot of salespeople can fall into a trap that can prevent them from performing better.

Even if you’re doing well with your sales, the last thing you want to do is be complacent. You need to continually grow. You need to do better. You need to push yourself.

Once you become complacent, the momentum is gone. When that happens, you start to digress and start making less money than you typically would.

What is complacency?

  • Feeling of uncritical satisfaction with one’s self or one’s achievement
  • Where you are comfortable with where you are

Here are 5 reasons why many salespeople become complacent:

  1. Your manager is not paying attention to them.

Sometimes our focus can be geared more towards the under performing salesperson that we lose sight of the top performers and this could cause them to be complacent. Find one who’s in a complementary industry where you can push each other or find mentors to help you with.

  1. They’re doing too good.

Stick to a checklist. This is what successful people, athletes, and entrepreneurs do. They follow the fundamentals and they master them.

  1. They don’t have goals.

When you don’t have any goals or you don’t have a why and just come to work and doing it without any goals or desires, you’re not going to increase. You have to have a purpose to be effective in sales.

  1. They have no challenge.

Gamification is important to continually challenge the team. Put up a contest of challenge within the organization. Find someone else or other top performing individuals that can challenge you. Join a mastermind group like TSE Hustlers League and have the opportunity to be challenged by others and get that push you need.

  1. People have the mentality of “I know what I’m doing.”

If you start doing so well and you think you no longer have any room for improvement, you could eventually run in circles and run out of steam.

Today’s Major Takeaway:

If you’re a leader in the organization, make sure you have coaching with the people on your team. Sit down and talk to them and see what drives and pushes them.

Episode Resources:

Kevin Kruse’s book 15 Secrets Successful People Know About Time Management

Keith Rosen’s book Coaching Salespeople into Sales Champions

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

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Sales Coaching, Donald Kelly, The Sales Evangelist Podcast, Sales Training

TSE 324: Sales From The Street-“Coaching”

Sales Coaching, Donald Kelly, The Sales Evangelist Podcast, Sales TrainingToday, I’m going to talk to you about sales coaching, specifically how sales managers.And here are the common questions I have come across.

  • Should a sales manager sell? Or should he/she be a manager/coach?
  • Should you hire your top rep to become your sales manager?

Many companies hire a coach but what I noticed to work effectively is when the company has a manager in place who serves as a guide or a coach to help the sales team perform.

However, some companies look for their next manager by looking at their top performing rep. Now, if they are performing well, why would you take them out of a selling situation?

Some cons when taking the top performing rep out of the field to become a sales leader:

  1. They’re not selling so you lose out on some revenue right away.
  2. The presence of some biases or conflicts of interest and then distrust begins to happen leading to a disconnect between management and sales people.

Strategies to avoid biases:

  1. Get people some training and help so they can perform well.
  2. Set up their earnings based on the performance of the team.

The power of having a coach:

  • It challenges you and helps you set goals.
  • It helps you find out your weaknesses and where you need help the most.
  • It gives you help, direction, and guidance

Major Takeaway:

Hire someone from the outside to be a sales coach or manager that’s going to come in and be there full time to dedicate, guide, train and help your organization. Don’t just take your top reps out and make them sales managers. First, find out if they desire to do that in the first place.

Episode Resources:

Coaching Salespeople into Sales Champions by Keith Rosen

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

The Sales Evangelist, Donald Kelly, Donald C. Kelly


Sales Coaching, Donald Kelly, Bill Nowicki, The Sales Evangelist Podcast

TSE 256: Sales From The Street- “I Need Some Help Brother…Part 2”

Sales Coaching, Donald Kelly, Bill Nowicki, The Sales Evangelist Podcast Bill and I talked back in Episode 227 where I did a coaching session with him. We basically talked about the business that he’s starting with video production to help organizations better articulate their value through the power of video.

Today’s episode is somewhat a follow up on the strategies that he has implemented and seen since the last time we talked.

A brief background about Bill…

Bill Nowicki is a nuclear engineer and host of the podcast Submarine Sea Stories where he gets to chat with old buddies in the navy. Through his company Nowicki Media, Bill pivoted into video creation which is the one thing he’s really, really passionate about.

In our previous session, Bill had set some goals of getting a paid customer by the end of 2015, putting together an avatar, and being able to start putting himself out there. As of recording this audio, Bill had two weeks left before the end of the year. Let’s find out if Bill was able to achieve his goals. So, let’s dig right into it…

Scenario 1

Bill’s friend runs a restaurant and he used to be Frank Sinatra’s driver back in the 70’s. He had wanted Bill to put together a video for him for his restaurant since Frank’s 100th birthday was coming up.

Result: Bill put a video together in 3 hours with some cuts of Frank Sinatra and a bunch of pictures and birthday parties he was at with Frank. The result was a 14-minute video. In the end, Bill’s friend offered to pay him $200.

Scenario 2

Has Bill found his niche market?

Bill’s neighbor is in the board of directors of an old historic house in Marietta, Georgia and wanted Bill to create a video for them. So he met with her and another lady named, Anna Brumby, the CEO of Brumby Chair Company, a local manufacturing company in Marietta. She was looking into creating how-to videos and was asking Bill if he could do it. Currently, Bill has sent out his proposals and they have been exchanging comments and reviews.

Presently, Bill is focusing on small businesses and what he loves about it is that “you get to have that connection with the people running it.”

Bill’s next steps in his process:

  • Investigate social media strategies to implement

Bill sees video as a part of a whole strategy so he reached out to their church’s daycare preschool and made a video about their 5K race. Then he will be taking this video and start doing Facebook ads for them to test the waters, so to speak. Watch the video on his website.

  • Apply all these to his avatar (Bill is looking at the industrial/manufacturing industry)

Here are some other nuggets of wisdom gleaned from this conversation:

  • It’s about getting the right people and finding that right person you can connect with.
  • Understand your avatar and their pain so you can put your message around that.
  • It’s not all about you. You have to bring the person you’re talking to into it.
  • Put yourself out there. If you fail, people will help you.
  • Don’t think about doing it, just do it. That’s what it takes to learn.
  • Videos are a great way for connecting with people.

We’re following up with Bill in a couple of months but so far he’s definitely on the right track.

I’m checking up on what you’ve done so far too. Have you clearly identified your avatar and understood their pain points? What steps have you taken lately?

Episode Resources:

Contact Bill through email at

TSE Episode 227 with Bill Nowicki

Join Today!

The Sales Evangelist, Donald Kelly, Donald C. Kelly

The Sales Evanqgelist Podcast, Sales Training, Sales Coaching, Donald Kelly, Bill Nowicki

TSE 227: Sales From The Street- “I Need Some Help Brother”

The Sales Evanqgelist Podcast, Sales Training, Sales Coaching, Donald Kelly, Bill Nowicki This is something new here on Sales from the Street as I will be giving you full, no-holds-barred, and in-depth access to one of the coaching sessions that I do.

Why am I sharing this opportunity to listen in to our discussion? Simple. I want to bring value to my audience. And while I’m trying to help out Bill here and walk him through the road to customer discovery, I want you to learn and pick up some takeaways from this episode that you may apply to your own business or practice. Here it goes…

A little background about Bill…

Bill Nowicki is an engineer by trade with over 20 years of experience. Realizing he didn’t actually love his job, he decided to transition into starting an online business. He initially created a podcast, Submarine Sea Stories that features submariners and has now gotten around 70,000 downloads. Bills loves things that involve media, video, and storytelling. A year after his podcast launch, he created Nowicki Media in the hope to monetize and generate a revenue stream from it.

Now let’s move on further to the coaching process…

Bill’s biggest challenge: How to monetize from creating videos and getting that first paying customer

Here are the strategies I’ve pointed out to help Bill get started:

  1. Know your ideal customer.

The more you understand your ideal customer, the more you’ll be able to present value to them and speak the language towards them.

  • Who is your avatar? What does your ideal customer look like?
  • How big is the practice/business?
  • How many of them are in your neighborhood?
  • How do they make money?
  • What associations are they affiliated with?
  1. Understand their challenges.
  • What are their main challenges or issues that are holding them back from making money?
  • What can you do to help your customer make more than they’re currently making per year?
  • How can you show your customer that you can help them do that?

It is also important to understand how to approach your customer. Find out the best time to get access to your customer. Finding out their lowest days could be an opportunity for you to provide value to them.

  1. Create value around the pain.

Craft a message in a way that gives value to them. For instance, offer a 2-minute video presentation that gives value. Go to one of their meetings. Do a presentation. Help them find their ideal customers and why people are not buying from them. Tell them the “what.” Then they’re going to want to find out the “how.”

How to pull this off naturally?

  1. Practice by yourself in front of the mirror.
  2. Practice with someone.
  3. Practice by doing.

Provide your customer education and value then it becomes easier to “close” in the end. It then becomes easier to grow the business because you will eventually get referrals from them.

Here are some major takeaways that Bill will start practicing as he leaves this conversation:

  1. Understand the avatar.
  2. Understand their needs better.

What about you?

I will be following up with Bill in a week and see how everything goes. Meanwhile, I want you to do the same too and apply the things you’ve learned from this episode to your own practice.

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Sales Mindset, Cold Calling, Rejection

TSE 175: Shaping A Successful Sales Mindset

Sales Mindset, Cold Calling, Rejection [Tweet “”The way you think has greater influence over your results than any other factor.” – Kim Ades”@kimades]

Kim Ades is the owner of a coaching company called Frame of Mind Coaching, which consists of a team of 18 coaches helping people who are highly driven and determined to live an extraordinary life but find themselves stuck with something.

Kim views sales as a game which is not something that you dissuade from when you experience anything negative but see it as a fun, enthusiastic experience. In this episode, Kim shares with us tons of fun, creative ideas to get the sales that you want (even if it means singing a Louis Armstrong song to your client!) and more importantly, learn about how critical your way of thinking is in driving great results.

Here are the highlights of my conversation with Kim:

What they do at Frame of Mind Coaching:

  • The coaches look at how their clients think and how they’re thinking impacts their outcome
  • Examines how their clients think and how sometimes their thinking prevents them from reaching their goals
  • Helps their clients learn to think in a way that’s aligned to what they want to achieve and experience  through discipline and awareness
  • They set up a weekly call for ten weeks with every call recorded
  • Clients can listen to themselves in the recording so they can observe how they think and hear the language and concepts they use
  • Clients are asked to write an online journal everyday for the entire coaching duration
  • They pick up patterns of thought, behavior, perspective, or beliefs and start to create a tracking mechanism for clients to help them shift their thinking

How can a salesperson break through the mental barriers?

  1. Clean up your thinking around what your job is as a salesperson.
  2. Look at how you execute sales and how your execution is a reflection of your thinking.
  3. Get rid of self-doubt.

Skill sets are important but skill follows thought. Your level of confidence determines how you show up.

Here’s a journaling assignment for you:

Write down your answers to these questions:

  • What do you believe to be true about sales?
  • What do you believe to be true about salespeople?
  • What do you believe to be true about yourself when you’re selling?

When you’re scared of cold calling…

Change the word “sales” and replace it with “coaching”

“Coaching is sales and sales is coaching. The common thread is conviction.” – Kim Ades

The power of storytelling in sales…

It works as a connector. Creates a picture that the buyer can imagine.

What do you do if your client calls you the most annoying salesperson in the world?

  1. Be earnest.
  2. Apologize.
  3. Deliver value.

[Tweet “It’s not a matter of whether or not you’re going to buy from me, it’s a matter of when.-Kim Ades”@kimades]

Kim’s Major Takeaway:

If you want dramatically different results, whether in sales or any other place in your life, the way you think will determine what you can achieve. When something is not working, examine how you’re thinking about it that’s causing you a problem. If you’re still stuck, get help.

Current projects Kim is working on:

Speaking for the Project Management Institute (women in the titanium industry)

Connect with Kim on and get a taste of their coaching experience by writing an assessment on their site where you get to journal and get a coaching call based on your journaling.