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TSE 1509: 3 Things Your Company Must Do To Successfully Implement Account-Based Marketing

ABM (or account-based marketing) is the latest buzzword in the sales world, but how can we integrate this strategy within an existing marketing strategy? More importantly, should you? On today’s episode of The Sales Evangelist, Donald is joined by the Director of Global Account-Based Marketing at ON24, Lisset Sanchez-Schwartz, to learn her approach to implementing account-based marketing campaigns successfully.

1. Determine what ABM really means and which type you should utilize. 

  • ABM is a cross of a full range of communications, from events to content delivery.
  • It’s segmenting customer bases into unique groups where you can apply different and specific messages. In some cases, that could even mean a 1:1 strategy.
  • It’s not a tactic or campaign type, but it’s an orchestration amongst many team members to holistically approach an account.
  • There are three ABM approaches: one-to-one, one-to-few, and one-to-many. Of course, the personalized you get, the more expensive it is to implement. 

2. Determine if an ABM strategy will be effective.

  • Admittedly, this should probably be a discussion before you determine the type of ABM. But remember, not every account needs an ABM strategy attached.
  • ABM needs to be a partnership with sales. (Many places even call it ABX, because it applies to so much more than just marketing.)
  • Lisset’s pro tip: Don’t try to boil the ocean. It takes money, time, and effort over a long period to see results. 

3. Develop the infrastructure to support your ABM approach.

  • If you don’t have the infrastructure to do retargeting at scale, select a handful of accounts and research.
  • Apply an ABM strategy where it makes sense. 
  • To determine if an account might benefit from an ABM strategy, evaluate and research. If you have a limited budget, use information from your sales team to build the most robust plan possible.
  • If you have a larger budget, utilize third-party data to gain more information about a potential company. This is a great way to learn if a company is interested in you (or a competitor.)
  • The more time you spend on the model, the better the backend will be

How do you aggregate this information if you don’t have the software to find all these data points?

  • Hopefully, you have a CRM. The first-party data you’ve built up will pay dividends.
  • Start with what you have today. Even if your data isn’t the cleanest, start a 1:1 with a company you’re more confident about.

Lisset’s final takeaway? Have the conversation and have patience. A long-term strategy might not seem successful initially, but it will pay dividends down the line with consistency. Visit ON24.com for more company information and connect with Lisset on LinkedIn to learn more.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

TSE 1508: Insight-Led Selling: Adopting an Executive Mindset to Learn How Buyers Think

How can you interact with potential buyers (especially enterprise clients) that encourage a dialogue? After all, landing the sale isn’t the only part of the equation; you first have to get their attention! In today’s episode of The Sales Evangelist, Donald is joined by Dr. Stephen Timme and Melody Astley to discuss their recent book Insight-Led Selling, which details how to learn how buyers think.

But first, why did they write a book?

  • Ultimately, Stephen and Melody wanted to create a resource their clients and community could utilize.
  • It’s harder than ever to sell to enterprise sellers (yes, people say that every year. But it’s true!) And COVID-aside, the subscription-based economy is growing.
  • There are more stakeholders than ever before in traditional buying processes. At the same time, implementation costs for platforms are lower, making it easier to switch between service providers.

They interviewed many executives to see how they felt about sales. 

  • From AT&T, Coca-Cola, Proctor and Gamble, and even Honey-Baked Hams, Stephen and Melody interviewed executives to learn firsthand how they felt about salespeople. (If you were curious, Honey-Baked Hams didn’t even give them coupons. We’re just as disappointed as you are.)
  • They asked one simple question: what could sellers do better? Below were the three overwhelming responses:
  • First, tell me something I don’t know.
  • Second, how does what you’re selling align with my goals and strategies.
  • Third, make my life easy (and don’t give me a 30-page proposal.)

Personalization is more than inserting the name of each person in an email blast. 

  • It’s developing a point of view that is interesting to the person you’re talking to.
  • Hold on, let’s say that again for those who missed it: spend a moment to develop a point of view interesting to the person you’re talking to.
  • As a sales leader, we expect output from our BDRs. But we can’t do this and expect results from a spray-and-pray method. The game has changed.

How can you implement these sales techniques?

  • For publicly-traded companies, you have access to specific financial figures; use that to align your selling proposition with their capabilities. 
  • Explain the “how” you can help them before you can get into the “how much.” 
  • For sales leaders, equip your salespeople with the specialized knowledge they might need. 
  • You can self-learn if you feel unsupported by your organization, or (and an even better strategy), ask your organization for support.

Their final takeaway? Understanding the language of how a customer speaks (and relating that to financial objectives) is a skill that will last the rest of your career.  Insight-Led Selling is available for purchase on Amazon or Barnes & Noble. To contact Melody and Stephen, reach out at info@finlistics.com or connect on their business’s LinkedIn page. (Or connect directly with Stephen and Melody.)

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

TSE 1506: Why Transforming Your Mindset Before Coordinating a Sale Makes All the Difference for Your Numbers

Like with any job, your sales performance will be far better with the proper mindset. A focused attitude, combined with a strong feeling of self-worth and knowing who you are as a human being, affects all areas of your life. In today’s episode of The Sales Evangelist, Donald is joined by Robert Workman to learn how to empower ourselves to have a mindset conducive to sales success.

You need to have confidence in both your work and yourself.  

  • Have confidence that you’ll show up as yourself, regardless of what meeting, event, or circumstance you find yourself in. 
  • Many salespeople lack a strong sense of confidence but finding that confidence empowers you to do whatever you need to do to succeed.

How you can be more focused as a sales professional: 

  • Once you’re confident in yourself, you can accomplish what you know is suitable for your career rather than what other people might tell you is correct.
  • Robert’s book Selling – The Most Dangerous Game encourages you to look at the leadership and style of work in your workplace to determine if it is the right environment for you.
  • Have the confidence to acknowledge if this workplace will be conducive to your success rather than forcing something that doesn’t work.

To ensure success, take ownership of your time.

  • Eliminating distractions is paramount to the success of a salesperson. 
  • When dealing with adversity, you have to have a total belief in yourself.
  • You have to believe you can walk into a business meeting and accomplish what you need to do.

To get in touch with Robert, visit his website, hiredgun.us, for his email, contact information, and links to his books.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

TSE 1505: How To Develop Your Account-Based Strategy Outreach Messaging

Whether or not you and your business utilize account-based selling, you won’t obtain the sales figures you want without the right messaging and communication. In today’s episode of The Sales Evangelist, Donald is joined by sales consultant and strategic advisor Scott Leese to learn how salespeople can ensure they’re using messaging that delivers results.

How can a salesperson ensure solid messaging?

  • Have the client explain and describe what problems and challenges they have.
  • During the first interaction with a potential client, some businesses will try to talk about themselves. Don’t do that.
  • Selling is more than convincing the prospect to buy your product. The first step is simply to pique their interest.

The traditional mass-email strategy is no longer effective.

  • People are inundated with vague email pitches. 
  • While this was once a good strategy, the pendulum has now swung in the opposite direction, and the number of importance is no longer volume; it’s conversions.
  • We have to be thoughtful, customer-focused and targeted.

How to create thoughtful messaging:

  • Find out more about your target. Research the individual and the company, find one or two key points, and then reach out.
  • Most importantly: Understand you won’t hit a home run every time. Don’t spend hours researching one prospect. Instead, find something to have a simple but thoughtful conversation.
  • If you put yourself out there in a casual, thoughtful, authentic way, that puts people at ease. And that ease allows them to pass that onto somebody else.

Scott’s main takeaway is: Be sincere, be human, and be thoughtful. Don’t overthink or try to get an A+; college is over. To get in touch with Scott, connect with him on LinkedIn, and check him out on Thursday Night Sales, the longest-running virtual sales happy hour. You can also tune in to his podcast, The Surf & Sales Podcast.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

TSE 1502: Why the Decision To Own or Outsource Your SDR Team Is So Important

To own or not to own, that is the question. In today’s episode of The Sales Evangelist, Donald is joined by Mike Farrell, who specializes in outsourcing SDR work so their clients can focus on other tasks. Should you and your company use an external SDR team, or should you invest in and develop a team yourself? Find out in today’s episode.

With 18 years in the SDR world, Mike knows when to outsource versus invest in a team yourself.

  • The answer? It all depends on where your company is in its maturation process.
  • Startups and recently created companies likely don’t have the tools, people, or finances in place to develop their own team successfully (and should therefore outsource.)
  • On the other hand, after receiving two or three rounds of investment, it might be wise to create your own team with a more in-depth understanding of what your company offers.

What even is “outsourcing”?

  • Mike’s company has two different outsourcing methods: they use their own software, systems and people to perform the tasks themselves. This means the SDR team can be rapidly deployed, but a third-party organization still owns it. This is a common model for startups.
  • The other model is a pay-per-appointment method, reserved more for companies that have enterprise companies as clients.

How to determine if you should outsource your team’s SDR work:

  • Work backward: First, decide on your final sales goals and objectives. 
  • Look at how many deals you made in a time frame and the win rate of the prospects you contacted.
  • Total the number of prospects you interacted with across all mediums, and determine if you have the number of staff required to reach your goals based on your win rate.
  • If the answer is no, you need to hire an external vendor to augment that (or staff up your internal SDR organization.)

To get in contact with Mike, visit his company website at Greenleads.com or email him at mike.farrell@greenleads.com.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

TSE 1500: Celebrating 1500 Episodes!

It’s time to celebrate The Sales Evangelist’s 1500th episode! To celebrate this milestone, today’s episode is a little different. Rather than bringing in a guest, Donald looks back at past episodes to discuss five sales principles that have been important to him as a salesman, businessman, and just throughout his life.

1. Just getting started

  • Listening to the first TSE episode is…rough. But there’s an important takeaway: don’t judge your “episode one” to someone else’s episode 1500. 
  • As a new seller, don’t compare yourself to a veteran seller with years of experience.
  • Nobody is great at something initially. So, just start, and don’t compare yourself to the quality of others.

2. The principles of selling are the same

  • This podcast has interviewed all types of people, from authors and sellers to industry experts. 
  • According to Jeb in a previous episode, the selling process has not evolved because salespeople still go through similar processes, connect with people, and solve problems.
  • What has changed are the tools and information available and the buyers’ expectations.

3. Winning the morning

  • Episode seven of the podcast was about something critical: time management. 
  • According to the guest from that episode, Justin Su’a, winning the morning means starting strong.
  • The problem isn’t that there aren’t enough hours in the day; the problem is that we don’t take advantage of the time available.
  • Winning the day doesn’t mean you have to wake up at three or four in the morning (necessarily); just put the most pressing tasks and high-priority items first.

4. Learning to be agile

  • According to the one and only Jill Conrad, salespeople need to find a way to stay agile.
  • Agile selling is getting up to speed on sales practices as soon as possible. 
  • Learning these new practices makes salespeople more relevant and helpful to their prospects.
  • To become a more agile seller, set aside a portion of your day to read, study, and understand new sales techniques and practices.

5. Your net worth will directly tie into your network

  • People connect LinkedIn connections like Pokemon. (Which we can guarantee you isn’t the best practice.)
  • Don’t just add people and never respond. Instead, make genuine connections with people! Create a stronger relationship that will provide help and support later down the line.
  • A great intro to reach out to someone on LinkedIn? Share your favorite episode of The Sales Evangelist or Donald’s article in Success Magazine! (It might be a shameless plug on our end, but can you blame us?)

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

Amy Hrehovcik

TSE 1499: How to Multi-Thread Throughout the Organization

A common problem for salespeople is interacting solely with just one stakeholder. But in reality, involving multiple people is the perfect strategy to help deals go through (and make more people excited about them.) In today’s episode of The Sales Evangelist, Donald is joined by Amy Hrehovcik to discuss her strategy to apply multi-threading throughout your sales process.

Amy’s sales experience is extensive.

  • After selling for nearly a decade, Amy finished at Thomson Reuters before transitioning to marketing consulting (eventually working in a startup as the Chief of Customer Value.)
  • She later pivoted to sales enablement, realizing she had a passion for teaching sellers and empowering sales leaders.
  • Amy now hosts the podcast Revenue Real Hotline, where she discusses uncomfortable conversations in sales.
  • Why did she start the podcast? She wrote an article (Mental Health, The Greatest Competitive Advantage That You’ll Ever Know), and it was viewed by the great Andy Paul.
  • He invited her onto his show, and participating in that made her realize the importance of podcasting in sales. (Check out Donald’s guest appearance on her show.)

Today’s topic: Multi-threading

  • Multi-threading describes liaising with multiple stakeholders and executive sponsors throughout an organization. 
  • The average number of buyers involved in the buying motion was 6.7. Since that time, it has increased.
  • Because her main selling vertical was big law, Amy realized the importance of proactively engaging with multiple stakeholders early on to minimize the objections buyers would have when moving the deal forward.

Why should you consider this selling approach?

  • Not to sound cliche (but we will anyway), it’s the same reason you don’t put all your eggs in one basket.
  • Amy began to hold off on doing deep-dive demos until at least three executive sponsors were in the room because it diversified the risk for the individuals involved. 
  • They were no longer the sole advocate for a product (assuming they like it), thus limiting the amount of blame and buyer’s remorse people might feel after implementation.
  • Because the buying process is getting longer, executives will invariably drop out of the acquisition process. But when you have two or three other executives who want to see the deal move forward, it is much more likely to move through.

How can you begin to develop this approach?

  • Communicate with the original executive sponsor that you want to help them make the right decision, and you can do that by demonstrating the business case on your behalf. 
  • Ask permission to have conversations with others or other departments to learn how others reach a particular goal.
  • The Heath Brothers wrote in one of their books (Made to Stick) the idea of bright spots.
  • Because of the relationships she developed throughout this discovery phase, she could return to her original executive sponsor and deliver a detailed report that helped both of their causes.

One major takeaway from multithreading? Just do it. It’s like anything else- you might not be good at it at first. But with practice, you’ll begin to see success. To contact Amy, connect with her on LinkedIn to learn more about her process with multithreading.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Stitcher, or Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day 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.

July 4th, Freedom, Donald Kelly, Independence Day

TSE 1130: TSE Certified Sales Training Program – “Freedom”

 

July 4th, Freedom, Donald Kelly, Independence DayToday we’re celebrating our country’s independence, but sometimes sellers relinquish their freedoms because of fear. 

We discuss challenges like this in TSE Certified Sales Training Program, how they can hinder our success, and how we can overcome them. 

Storytelling 

We’re focusing on sales tools this month and one of the tools we’ve discussed is storytelling. We’ve talked about how to tell an effective story and how LinkedIn and other social media platforms can help you share your company’s values. 

In my own case, I recently relinquished my own freedom because I worried about what other people might think. Despite the fact that this is our 1,130th episode, I still worry about people’s opinions. You might think I’d be beyond that, but I still worry about my writing and how it will be perceived. I worry that if I write something, it might not sound great. 

I worry, too, about the videos I create and whether or not I’ll look and sound good in the video. As a result, I relinquish my freedom to express myself and share my thoughts because I’m worried. 

Trolls

I appeared on a friend’s podcast recently and I shared my own experiences with content and how it has benefited our audience. Luigi, the host of the Sales IQ podcast, recalled his experience with a troll who was intent on nitpicking his podcast by suggesting that I wasn’t qualified to speak about sales. He claimed I didn’t have enough B2B experience and that I was like many others who were cheating people.

Reading that was like a kick in the gut. Despite the fact that I’ve helped hundreds of people, I started to have second thoughts. Our clients have landed promotions and generated a pretty decent income, but still, I doubted whether or not I should express myself. 

Limitations

I wanted to pick apart his arguments and defend my experience against his claims that my information was basic to selling. Luigi pointed out that many sales professionals understand the importance of basics now. Together, we realized that this gentleman wasn’t a fit for the things we offered. 

Though he told us he had 33 years of sales experience, he’ll likely limit himself because he doesn’t believe he can learn from anyone else, especially those who are younger than him. 

I also realized that this gentleman had done this kind of thing before.

Experience

He didn’t realize that I haven’t listed every single bit of sales experience on my profiles. I have more than 15 years of sales experience between B2C and B2B settings. 

Perhaps he also didn’t realize that the fundamental things we share in the TSE Certified Sales Training Program are the key to moving the sales needle. We’ve had clients from Tokyo to Australia, Europe to Canada, and of course the U.S. 

I offered to set a time for me to learn about him and him to learn about me. He responded by telling me that I could buy his book if I wanted to learn more about him. I declined his offer to buy the book and suggested a phone call, at which point he said he doesn’t spend money on long-distance phone calls. I offered to have a Zoom meeting but he wouldn’t commit. 

The point is that there will always be detractors, but we cannot let them stop us from expressing ourselves. Not everyone will be a good fit for whatever you’re selling. You’ll always have haters. 

Content

Our content isn’t for people who don’t like it or who don’t believe they need it. It’s designed for people like you and me who are seeking to be better sellers. 

We talk a lot about how to generate content for podcasts or for LinkedIn or for blogs, and how videos can help you share content about your industry.

The truth is that most of the people who consume your content will contribute to the conversation, and you can’t shut down your whole operation because of a single person.   

Whether you’re in the hospitality industry or the medical industry or the technology space, you can share content with others around you. Curate something you found online or write your own piece and ask others around you to help you improve it. 

Independence

Declare your independence from fear and from trolls. Go out and share amazing content that impacts people’s lives. 

I want you to succeed and it’s why I do what I do. I want you to find more ideal customers and build stronger value in your conversations. I want you to close more deals and declare your independence. Mostly, I want you to go out and do big things. 

“TSE Certified Sales Training Program” episode resources

Connect with me at donald@thesalesevangelist.com.

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

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

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

Tools for sellers

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

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

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Donald Kelly, The Sales Evangelist, Closing

TSE 1065: TSE Certified Sales Training Program – “Don’t Make The Closing an Event”

Donald Kelly, The Sales Evangelist, ClosingSellers are understandably focused on the closing of any deal but it’s important that we keep things in perspective and don’t make the closing an event.

The truth is that every transaction has a beginning, a middle, and an end, but we often get so focused on the closing that we unnecessarily freak ourselves out.

This conversation comes from our TSE Certified Sales Training Program, our sales coaching program that helps sellers maximize their effectiveness.

Sales process

The sales process naturally builds toward a close where the client signs the deal and then everyone celebrates. Our challenge as sellers is to avoid the temptation to make the closing the entire focus of the sale.

Focus throughout the sale on building value. Initiate conversations that address your prospects’ challenges and difficulties. Realize that you’ll never get to the closing if you don’t effectively address the buyers’ objections.

Help the buyer feel confident in this deal by sharing stories that provide value and dispel your customers’ objections. Instead of waiting for your customer to offer his objections, bring them up on your own terms as a way of building trust.

Red flags won’t go away simply because you ignore them. They don’t typically diffuse themselves, and your decision to wait until the end of the process to address them could cost you your deal.

Growing problems

Like many other relationships in life, struggles between buyer and seller don’t naturally disappear over time. In fact, problems often get bigger and worse as we fail to address them.

A single demo for your client won’t magically offset all his concerns, so don’t wait until then to address his objections. If he has concerns about your product or service, it won’t likely matter how good your demo is: you won’t overcome his hesitation until you address the problems.

Addressing fears

Whether you’re selling water, computers, or houses, your buyer doesn’t want to part with his hard-earned cash until you’ve addressed his fears.

He may want a new house. He may even need a new house. But he has fears of his own:

  • What if he can’t afford this house?
  • What if an unforeseen issue comes up?
  • How much will hurricane insurance cost?

Help him minimize those risks and fears throughout the process. That way, when he gets to the end of the transaction, those fears won’t be an issue.

Prospecting

Hubspot reported recently that as many as 40 percent of salespeople don’t like prospecting and about 30 percent struggle with closings. As a result, we tend to make closings a big deal in our own heads because we’ve worked so hard to find a prospect and get to this point.

Instead of viewing it as a huge event, we should think of it as a natural byproduct of the sales process, and we should move the buyer smoothly through to conversion.

Conversion begins the moment I start building value for my prospect. If I focus on blind-side challenges and identifying key problems, I can address objections early and minimize the risk that my deal will fall apart.

My goal is to eliminate any reasonable doubt about whether I’m the right vendor for the prospect.

Pitching yourself

If you’re able to identify the companies your prospect is currently working with, you’ll be better able to pitch your own strengths against theirs. You can identify the competition’s weaknesses and use those to make your case.

Share stories about past clients who have left that company to work with you and explain why they made that choice.

Build one-on-one conversations into your process as often as possible so you can clarify any questions as they develop. Once you understand the big issues that will likely sabotage your deal, you can help everyone get to the same page.

Follow your demonstrations with an email outreach offering to address any new questions the prospect has.

Avoid pushing objections to the end of the process. Make objections and questions a constant part of your dialogue so that you minimize any risk toward the end of the deal.

Strive to create a smooth experience for your customer.

“Don’t Make The Closing an Event” 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.

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

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

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

 

Donald Kelly, Sales Training Course

TSE 1060: TSE Certified Sales Training Program – “Stories Are Everywhere”

Donald Kelly, Sales Training CourseStories pack a lot of power for sellers when used in the proper sales framework, and the good news is that stories are everywhere.

Today we’re sharing an excerpt from TSE Certified Sales Training Program that addresses how you can effectively use stories in your own sales.

Utilizing stories

Stories have existed since the dawn of time. Early cave drawings told stories of cavemen hunting, and those stories have been passed down.

It’s true of cultures and of the Bible. Stories paint a picture for us.

Stories exist in movies, songs, social media, and books. It all points to the fact that we love stories. Society loves stories because that’s how we make sense of the world.

Imagine you’re meeting with a prospect for the first time. Instead of talking about your widget and your certification, which could be boring, share a compelling reason for your prospect to do business with you.

Instead, share a problem and a solution to help me understand.

Story structure

Stories have a beginning, a middle, and an end. The beginning explains the problem so that the prospect can understand it and it introduces characters.

The second part is the build or the escalation of the problem, where it seems that all is lost.

The third part is the breakthrough. It’s the payoff or the climax. It’s where everyone lives happily ever after.

Using stories effectively

It’s important to understand when to use stories.

Use them to reinforce a point or to help them understand the importance of your product or service. In the case of CRM, imagine a client who has been using Excel for years and he doesn’t understand the importance of upgrading to a better CRM.

You can begin by explaining that you understand why he is hesitant to invest in something that he might not actually need.

Then tell a story of another client who successfully used Excel as her CRM for years. The problem emerged when she hired a sales rep who wasn’t as familiar with the process as she was.

The sales rep failed to log some of his contacts, and they didn’t follow up on the lead. The potential client chose another provider because the company didn’t remember to follow up. In this case, it cost them $5,000.

If this happens multiple times a month, how much will it cost you?

We gave this client an opportunity to test our CRM for 30 days, and the company doubled its earnings as a result. The ability to log calls automatically and schedule appointments easily changed the company’s output.

Context

Consider using a free trial, too, to make the transaction less overwhelming.

Don’t make yourself the hero of the story. Craft the story so that your prospect is the hero because he tried the new CRM and it made a huge difference for his organization.

Apply these ideas and let me know how they worked. If you already knew them, stay with it.

“Stories Are Everywhere” episode resources

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

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

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Story Telling, Donald Kelly, Sales Training

TSE 1035: TSE Certified Sales Training Program – “Story Selling”

Story Telling, Donald Kelly, Sales TrainingStories provide a powerful opportunity to connect with your prospects, and story selling can push you across the line and even make you more successful than the competition.

They can even help you overcome a less superior product because people respond to good stories.

Stories as a lifeline

Good stories can separate you from your competition.

I’m putting together a workshop right designed to help business owners understand the power of stories in the selling process. Many of them are trying to land big contracts without great stories.

I call this process edutaining, and it differentiates those who do it well. After all, anyone can talk about their product or service. Not everyone can explain how it solve problems for clients. Not everyone can give specific examples of the difference their product or service made.

Your prospect wants to hear why it matters. He doesn’t care about your software or widget; he cares about what it can do for him.

Focus on “why”

I’m helping a client build a huge presentation for a corporation her company has done business with in the past. She’ll be educating these buyers about her company and its offerings. As she prepares, she’s trying to determine what exactly she should say.

We’re working to provide the “whys” of her company instead of focusing on the “what.” Rather than address what they do, what they offer, and what they can create, she’ll focus on why they’ve done those things.

  • Why did you start the company?
  • What makes you passionate about solving this issue?
  • Why do clients seek your products?

When she told me the story of why she started the company, she came to life and her excitement pulled me in. She told me about her first client and the series of events that launched the whole company, and she pulled me in.

It didn’t matter to me that she had been in business for 15 years.

The buyers

Think about your buyers.

Spend time thinking of examples of the ways you help your customers solve problems. Ask yourself what your buyers are most concerned about.

Think back to an experience when you helped a client solve an important problem or prevent a crisis for their own customers. Then, weave that into your presentation.

In the case of this client, her company had suffered a bad experience because of a product delay, and she was concerned about how to handle the situation. To take the fear out of the incident, she decided to tell a story that directly addressed it.

She acknowledged that her organization isn’t perfect, and then she addressed how they had fixed the mistakes that happened in the past. She emphasized her company’s desire to never make the same mistake twice.

“Story Selling” episode resources

The TSE Certified Sales Training Program addresses how to provide value to your buyers. We discuss the importance of teaching and educating them using stories, and you can be part of it.

This episode is brought to you in part by our TSE Certified Sales Training Program, which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in April.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

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, and share with your friends!

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Shortcuts

TSE 990: TSE Certified Sales Program – “Shortcuts”

Donald Kelly, The Sales Evangelist, Shortcuts

On today’s episode of The Sales Evangelist, we’re talking with Curt Rapp about how sellers can benefit from the experiences and knowledge of others, and how that knowledge creates shortcuts.

Curt works as an independent contractor selling luxury outdoor products to consumers. During the holidays, that means Christmas lights and decorations. During the warmer months, he sells outdoor cooling systems and mosquito control.

He has access to marketing collateral like CRM and other resources, but he has to bring purpose and a sense of direction to the process. He has to take ownership in the sales process and get focused.

TSE Hustler’s League

Curt took part in our online coaching program, previously called TSE Hustler’s League.

He said the most valuable part of the experience was learning from other people’s mistakes. Curt calls them shortcuts because he’s borrowing knowledge from other people. [03:15]

Learning how other people handle the daily dogfight of sales helps him borrow their knowledge the next time he finds himself in a dogfight of his own.

In TSE Hustler’s League, even as the administrator of the course, I learned shortcuts and other tricks from people in other industries.

Silos

Salespeople tend to isolate themselves because they focus on the fact that their industries are different from other industries. The truth is that although the sales industries are very different, people who sell cars can learn from people who sell bicycles.

Curt said it took him several years to understand that he could learn from other people. Early on, he didn’t listen to people or their advice, and he ignored shortcuts that could have helped him be more successful. [05:31]

By learning from others, he gets to benefit from new information, and then he gets to share it with other people.

Having a plan

Curt said that early in his sales career, he took everything that came his way. He wasn’t selective in the choices he made. He saw opportunities all around but he didn’t wait for the right opportunities. [07:08]

Many of his past mistakes stemmed from dealing with people incorrectly and failing to intentionally set his expectations.

As a new seller, he got excited about phone calls and appointments because he didn’t have the confidence to expect them to happen. Now, he has the confidence to know that he can set appointments and close deals, and it has changed his focus.

Confidence has made everything easier in the sales arena. Also, it’s important to be humble enough to acknowledge that you don’t have all the answers. Once you do that, you can accept help from other people.

Positioned for the future

Curt learned from his TSE Hustler’s League experience that you must always be learning. He came to sales from an IT background, and he didn’t know what he was doing.

He had to be humbled, and that happened when he got around other people who were also hungry for knowledge. [10:40]

Group training sessions helped Curt in a variety of ways:

  1. It gave him situational awareness. When an unfamiliar situation cropped up, he could draw on discussions he had heard other people share about the topic.
  2. It improved his skills.
  3. Group training improved his accountability. He learned that he couldn’t be the guy sitting quietly in the corner of the group. He had to share and contribute something to the group.

To quote the book The Seven Habits of Highly Effective People, if you aren’t sharpening your saw every day, you’ll be passed over. Nothing will be handed to you.

Once Curt changed his mindset to understand that he didn’t know everything, his situation started to change. The TSE Hustler’s League group training helped him shift his mindset to always be learning.

Engage with successful people

Find people who are successful. Use social media. Use online training.

Become aware of all that you can learn and then put yourself in a position to learn something new. Be open to the possibilities. Change your mindset and your mentality. [13:01]

Your future may not look the way you think it will, but it will likely be better than you expected.

“Shortcuts” episode resources

If you’d like to know more about Curt and to find out about the project he’s launching in 2019 connect with him at curtisrapp.com and on Instagram @CurtisRapp.

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

Previously known as TSE Hustler’s League, our TSE Certified Sales Program offers modules that you can engage on your own schedule as well as opportunities to engage with other sellers in other industries.

This episode is brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

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, and share with your friends!

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist Podcast, Rejection

TSE 985: TSE Certified Sales Program – “Fear of Prospecting”

Donald Kelly, The Sales Evangelist Podcast, RejectionToday on The Sales Evangelist, we’re going to talk about the fear of prospecting, how your coworkers often contribute to it, and how you can overcome your fear of rejection.

Fear of rejection often keeps salespeople from going after potential deals, but it doesn’t have to be this way.

Intimidation

If you’re a new rep and your teammates warn you to stay away from a certain account, it can cause you to fear to reach out at all.

In our case, a seller named Rick found himself in this exact situation. He believed so strongly in what he had to offer that he actually went to visit the client.

He spoke to the prospect’s receptionist and he left information with her that she could pass on to the VP of the company.

Several days passed and he didn’t hear from the receptionist or the VP. Fortunately, his confidence outweighed his fear of rejection.

He called the prospect at 7:30 a.m. and was able to talk to the exec because the receptionist wasn’t there yet.

Eventually, he closed the deal that his coworkers said couldn’t be closed.

His co-workers could have solved the problem as well, but they allowed the warnings and stories to intimidate. They never reached out to him.

TSE Certified Sales Training

In our TSE Certified Sales Training program, the first lesson we teach is how to prospect like an evangelist. The first thing we discuss is how to overcome the fear of rejection. [4:58]

Fear results when we believe that someone is going to cause us harm or pain.

But how does that belief come into existence? Because we were taught or coached to be fearful of the word no.

When we were kids, we didn’t fear being told no. But as we got older, we became conditioned to the idea that no is bad.

Knowing the problems

Rick did believe that he could be rejected, but he had a greater belief that he could solve a problem for the prospect. In many cases, because we don’t understand what the prospect’s challenges are, we have little confidence in our ability to solve problems for him.

To overcome fear, you must develop confidence in what you have to offer. The more times you successfully solve problems for companies, the more confident you’ll become.

If you make enough calls, speak with enough prospects, and solve enough problems, you can become more confident.

Getting better

If you could listen to your very first cold call, you’d probably cringe because it sounds so awful. But imagine if you gave up after that very first cold call. Imagine if you gave up the first time someone yelled at you.

You’d never be where you are right now.

Instead, because you kept doing it, you became confident.

If you listen to the very first episodes of this podcast,  you might think I should have gotten more training before I started. Now, 985 episodes later, we’re still creating episodes.

Imagine all the money we’ve generated, the business opportunities we’ve created, and the salespeople we’ve helped over the years.

You must have a belief that is stronger than fear.  Gain that by doing things over and over again. Also, gather as much intel as you possibly can about your prospect’s problem.

“Fear of Prospecting” episode resources

If this episode was helpful to you, share it with someone else who can benefit from it. Help them overcome their fear of rejection.

The TSE Certified Sales Training program targets new and struggling salespeople working for small to midsize companies.

The sales training course will help you plan your day, understand prospecting, build value, and convert more customers.

You can work through the course alone or as part of a group of 25 people. Click here to learn more or to register for the next course.

This episode is brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

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

We’ll use prospect.io 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.

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, and share with your friends!

Audio provided by Free SFX and Bensound.