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Becoming a sales warrior amid the pandemic with Jason Forrest

TSE 1272: How To Become A Warrior Seller During The Coronavirus Outbreak

Becoming a sales warrior amid the pandemic with Jason ForrestThe world has been taken aback by the coronavirus pandemic. Businesses, regardless of industry, have been affected. As a salesperson, how do you become a sales warrior during the coronavirus outbreak? Jason Forrest works for a company called FPG which stands for Forrest Performance Group and one of their programs is Warrior Selling. 

There are four different levels of sales professionals. The first level is the follower. They give all the permission to the customer.  The customer dictates what to do, how to act, and tells the salesperson when they’re going to buy. The next level is the helper, who has the sole intention of helping people and serving their customers. The leader is the third level. They are the people you follow to a place you wouldn’t go on your own. The last level is the warrior.   The warriors are advocates for the product and service they sell. This salesperson believes, supports, and advocates for their products and services. In addition to that, the warriors protect their customers’ best interests. 

In today’s market, we need more warriors to protect the customers and the organization. People are afraid and the warriors help protect their customers from fear. Without leaders, fear can overcome customers and it can eventually kill the organization. Warriors know their customers so well they know what is needed. A sales warrior and con artist may have the same skill set but what sets apart the sales warrior is intention. They protect their customers through their service or product. 

Knowing the sales warrior 

A sales warrior has to get their messaging right for their customer and should be able to answer these questions:

  • Why should people buy from you today?
  • What will your products and services immediately do for them?
  • How will your products and services benefit them at this moment?
  • How will your products and services eliminate their present pain points?

Once they find the answer to those questions, they need to be able to share the message with the people they serve. 

Salespeople procrastinate for several reasons. The first is that they’re not clear about what they’re trying to accomplish.  The second is that they don’t know why they’re doing what they do. Their why has to be strong enough to get through tough days. The why has to be greater than the sacrifices they have to make to do the job of a salesperson. Third, once the why is discovered, a salesperson has to figure out how. The how includes your cross pattern strategy. What are you going to say to give them certainty and how do you want them to feel once they get off the phone with you?  The last reason why people procrastinate is their “leash mentality,” the restriction in someone’s thoughts that keeps them from doing what needs to be done.                                                                                                                              

Remove your leash

A leash is like a dog collar in that it can prevent you from moving forward and can hold you back. The present mind is the best mind because it keeps you focused on the task at hand. In sports, trash talk occurs because it is a means for one player to distract another player.  If done well, it can throw that player off their game. However, as a salesperson, the trash talk doesn’t come from other people but from inside their own heads. 

Jason came up with the concept of performance formula:
P(erformance) = K(nowledge) – L(eash). Performance is what a person does and what we see them do.  Knowledge is what we’ve told them to do. They have a process for making a sale and they have brand knowledge. To get a performance you have to remove the leash from the knowledge. This is the resistance that keeps them from using the knowledge they have, the things that keep them from taking action. 

Kinds of Leashes

Jason addresses four types of leash mentalities in his book:

An example of the self-image leash is the perception the salesperson has of herself that she doesn’t know the right words to say to convince a prospect to buy. In order to remove this leash, you have to have the confidence that you will be able to convey to others why your product or service is valuable.


The story is anything external from us. It’s when you tell yourself that people are still waiting for things to settle down before they start buying and purchasing again. This is just a story, especially when there’s no evidence to support that claim. 


Reluctance is a situational fear and it may come from not wanting to sound pushy and insensitive. The coronavirus outbreak will impact 2020 projections – it will either lower the sales forecast or be seen as an opportunity to steal market share from the competition. The truth is, if you’re not going to make any changes to get ahead of this, then it could lead to long-term challenges and impede the growth of your company. Taking action now can remove the ambiguous fear you may.  It puts you back in control of your circumstances rather than passively being a victim. As long as you have the right intentions and you believe you’re offering help to your clients, people will know you’re there to help.


Jason defined the rule as anything you need to see, feel, or hear to give yourself permission to engage. However, most of the rules you set for yourself don’t make sense and can serve as roadblocks. 

Jason’s program teaches the result matrix. Our results are achieved from what we’ve been taught by our parents, teachers, culture, and media. These elements drive our beliefs and behaviors, and it helps us achieve our results once we understand how these forces drive our actions and decisions.

“How To Become A Warrior Seller During The Coronavirus Outbreak” episode resources

Jason’s new book has won as one of the best sales book awards in 40 countries. Know more about this book and how to become sales warrior on his site

If you are interested in more sales stories, you can talk to Donald about it. 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’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

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

TSE Hustler's League, Donald Kelly, Sales,

TSE 750: TSE Hustler’s League-“It Worked For Them”

TSE Hustler's League, Donald Kelly, Sales,

In this episode, I’m sharing some sales challenges from the different sellers of the group who are coming from across multiple industries and what they did to actually make things work for them.

If you haven’t yet, check out the TSE Hustler’s League.

Our new semester next week is focusing on business development – how you can improve to become masters of finding new opportunities.

At the end of the day, it’s about applying the results you’ve learned.

Having a Process in Place

One of the clients we had was not having a process in place. So there was nothing to guide the team. Instead of basing what they do on data or best practices, they do things based on feelings. After training with me and they had a process in place, they saw greater results and they overcame whatever sales challenges they had coming.

Handling Competition

Don’t bash your competitors. This won’t build a professional with your prospect. Instead, find something good about your competition and say it. And then mention what makes you different from the competitors.

Creative Prospecting

In utilizing creative ways to prospect, you’ll find that it’s in the little things. It’s in the details. You don’t have to do big things to produce big results. It’s the littlest of things that can even have the greatest impact. Then be persistent and consistent in your sales approach.

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 Leader, Donald Kelly, Brandon Bruce

TSE 743: What’s NOT Working in Sales Today

Brandon Bruce, Donald Kelly, The Sales Evangelist

How can you be more efficient with emailing? How can you get more insights from the prospect?

Today’s guest  is Brandon Bruce who has come from humble beginnings to now co-founding and growing Cirrus Insight with $12 million in revenue and #44 on The INC 500 List. They were the first Gmail salesforce connector in the market when they launched it in 2011.

In this episode, we talk about what’s not working in sales today and the things you should do.

Here are the highlights of my conversation with Brandon:

What has changed in the sales landscape:

Positive: Tremendous amount of energy, enthusiasm, and everybody’s hustling

Negative: A big push from people coming in who focused on just getting the deal done.

The downsides of having “push” mentality:

Retention issues since there wasn’t any sustainable relationship built

Find that balance between being easy and being pushy.

The Concept of the Raving Fan

Raving fans are unpredictable in a great way. When you make these customers happy, they’re so happy that they might go out and do some crazy things for you that you won’t have any idea about. Who knows what could happen?

Tactics to Reach Out to Prospects: Meeting Them Halfway

Meet your buyers halfway. Make it really easy for the buyer to contact you. But how are you going to have those conversations?

1. Put your calendar on your website so they can schedule a time with you at their convenience. Make it a buyer-driven demo

2. Attach.io – they do attachment tracking and document management

3. Post the pitch slide deck on social media, your email signature, or on your website so people can view whenever they want to see them.

How You Can Improve Your Email Outreach:

1. Make your emails short.

Have them 2-3 lines long with simple sentences and paragraphs. It has to be super easy for people to read it at a glance.

2. Add links.

Put a link or two, and let them be at the same place so people can easily click on them. This could be in the form of a simple CTA and another link after your P.S.

3. Have an interesting subject.

4. Don’t lose faith!

5. Ask for feedback from other people in the game.

6. Send your emails early, preferably at the same time you check your emails too (which is usually upon waking up)

7. Make sure they work on mobile and they’re easy links.

8. Make sure the preview that pops up in their phone is interesting enough that they’ll open it.

Brandon’s Major Takeaway:

Keep up the excitement. Sales is always a hustle. Make sure you’re meeting customers halfway. Make deals that are easy for them to say yes to. Be clear in your message that you’re easy to do business with.

Episode Resources:

Cirrus Insight

Connect with Brandon at brandon@cirrusinsight.com or catch him on LinkedIn.

Check out the TSE Hustler’s League.

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

The Sales Evangelist, Donald Kelly

TSE 742: Three Sales Principles I Learned While Visiting Jamaica

The Sales Evangelist, Donald KellyToday, I’m sharing with your some sales principles that learned while I was on a vacation to my homeland, Jamaica.

You see, the average salary in Jamaica ranges from $149,000 to as low as $16,667 (Jamaican dollars). Now, imagine living off out of that much. Say, US$500 a month?

It’s not easy but they make it work anyway. So how are they able to do it?

Jamaica has been known for the quality of education they provide to students. But the major challenge is being able to translate people’s education into opportunities in the real world.

Principle #1: When life gives you lemon, sell it and buy food.

Jamaicans are very creative and crafty. Whatever they’re going through, even challenges, they make sure they have a good time.

Music is everywhere in Jamaica. Everyone is out playing music. You’ve got to take whatever life gives you, be happy, and use it.

People in Jamaica don’t complain or whine too much about their situation.

If you have a tough situation in your life, figure out to make it work. That’s the idea!

As a sales professional, you may be dealing with difficulties right now, but take what you have and make it work – at least for now. The key is having this kind of mentality.

Jamaicans are sellers. Everywhere they went, they’re trying to sell. They find a way to create something even from nothing.

Principle #2: Outwork everyone including yourself.

As a sales professional, the most important thing you need to outrun is your yesterday. Your yesterday is not who you are, but who you were. Today, is going to be who you are. What kind of person do you want to be? Sure, you’ve probably closed $5,000 worth of sales yesterday. But today’s another day. You need to close $6,000 to outbeat that person – and that is yourself.

Stop comparing yourself to other people. Compare to your yesterday, however, and outbeat that.

Principle #3: Be happy. Be content with who you are and with life even if it’s not in your favor.

$500 here in the U.S. will only take you so far, even in Jamaica. But people there are happy. They take care of themselves and their loved ones. There are many things for you to look forward in life. There are things more important than money. No one should take your happiness away from you. Your loved ones are always something you can go back to, your grounding source. So be grateful for what you have.

Episode Resources:

Check out Episode 737 for more sales tips and strategies!

Check out the TSE Hustler’s League.

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


Account Based Selling, Account Based Marketing, Smart Prospecting, New Clients

TSE 448: Why Your Account-Based Sales Strategy Is Failing And How Data-Driven Sales Can Help.

Account Based Selling, Account Based Marketing, Smart Prospecting, New ClientsSo I’m bringing in Vicki Godfrey on the show today. She is the Chief Marketing Officer at Avention, a B2B data company that helps sales and marketing professionals with company and contact information so they can be successful in growing their businesses.

Today, Victoria shares about what you can do to help your sales and marketing people come into alignment so you can turn your account-based marketing and sales machine up and running.

Here are the highlights of my conversation with Vicki:

Victoria’s coolest sales experience when she was the customer of a car broker

Vicki’s definition of account-based marketing:

ABMS or Account-Based Marketing and Sales is a process in which marketing and sales target key accounts.

This means selecting and prioritizing accounts to go after, working with marketing and sales in an integrated fashion to target those accounts, coming up with messages delivered at the right time, aligning sales and marketing in the way they go after their accounts, and using data in every step of the way, which is a critical element of success.

Why ABM has now become a buzzword:

  1. The buyer is changing.

Statistics shows that 57% of buyers wade through the process before even talking to a sales rep.

  1. Technology has allowed ABM to scale.

ABM takes a lot of resources and technology allows companies to easily and efficiently select accounts, go after them, and measure those accounts.

  1. ABM is working.

Marketing and sales both have limited resources so targeting accounts basically leads to results and growth.

Reasons your ABM strategy could be failing:

  1. Lack of alignment

Solution: Make sure marketing and sales are aligned throughout the entire process.

Marketing and sales have to be aligned for ABM to successful. There has to be a way for marketing and sales to work together to prioritize which accounts to go after and work flawlessly together to execute the program.

  1. You’re too impatient

Solution: Don’t go straight to execution just yet.

Oftentimes, companies go right to the execution piece of it rather than marketing and sales working together with the use of data to determine which are the highest priority and opportunity accounts, select those, and work hand in hand.

  1. Failure to do the upfront work

Solution: Do the Art of the Start.

Data is a thread that should go throughout all ABM. Do the upfront work, which is the art of the start –

  • Select customer and prospects.
  • Identify key accounts.
  • Understand customer strengths and weaknesses.
  • Align sales and marketing around target customers.
  • Make sure you’ve got the right data analytics.

What kind of data should you look for:

  1. Understand who your customers are and who your best customers are.
  2. Develop ideal profiles so you either go after incremental new customers or understand which ones you should be targeting to expand your programs with.
  3. Make sure you’ve got easy reporting in an analytics kind of way so marketing and sales can quantify what’s going on to the program.

The Step-by-Step Process of ABM, Simplified

  1. Analyze your account. Segment them and determine the best accounts.
  2. Develop the ideal profile.
  3. Replicate that and work in a collaborative method.
  4. Using data, understand the quantitative and qualitative input from sales.

How to address a dysfunctional ABM process:

  1. Data as a critical element throughout the entire journey

Data is the source of truth in both marketing and sales. It is therefore critical to have one source of truth so you can have one set of goals and one way to measure the funnel.

  1. This has to be done in every step along the way.
  1. A combined effort between marketing and sales

ABM is about getting the right message to the right person at the right time. This message must be come from the combined effort of marketing and sales.

Does ABM work in a small business?

This matters more because small companies have less resources so the risks are greater. There is less flexibility so you can’t make mistakes. Therefore you have to plan it out correctly, do your work upfront, and you can’t go to the end and do the execution. The selection of companies is even more important.

Episode Resources:


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