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The Sales Evangelist

Becoming a sales warrior amid the pandemic with Jason Forrest The 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. 

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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.

About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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