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The Sales Evangelist

Cat Hutchings on The Sales Evangelist Podcast

For the last few years, you have relied heavily on SEO strategies to attract customers to your business. Of course, there’s nothing wrong with this. But as your business grows, you may want to hire a seller to attract more leads and improve sales.

But how do you know you have found the right person to improve your sales strategies?

In this unique episode of the Sales Evangelist Podcast, host Donald Kelly does a live coaching session with Cat Hutchings to help her find the perfect seller for her new business. Whether you’re a business owner, sales professional, or simply interested in improving your sales approach, this episode offers actionable tips and advice.

Cat Hutchings Background

  • Cat Hutchings is a successful entrepreneur and Etsy owner of Spotlight Jewelry.
  • She also coaches other Etsy owners to become successful on the e-commerce website.
  • Cat is in the works of launching another business, so she came to Donald asking questions on how to find the ideal salesperson to join her team. 

Live Coaching Session: Hiring the Right Salespeople

  • Many business owners ask themselves whether they should hire an individual or an agency when trying to get leads.
  • Donald suggests using tools such as Apollo IO to attract leads. These tools allow you to view names, email addresses, and other contact information.
  • If you decide to hire an individual, ensure they know how to handle the entire sales process and not just the end.

Effective Outreach Strategies

  • As a salesperson, you must research to target the right customers. Cat shares an example of a sales representative who researched her before reaching out.
  • However, the sales representative did make a minor mistake, and Donald shared feedback on what he could’ve done better.
  • Deep research and tools like CrunchBase can help identify relevant individuals. One can craft personalized and impactful outreach messages that resonate with potential customers by leveraging visible triggers or signals.

B2B vs. B2C Companies and Marketing Collaboration

  • Donald highlights the importance of collaboration between marketing and sales in B2B sales. While marketing lays the groundwork by running ads, email campaigns, blogs, and LinkedIn ads to attract the right audience, sales professionals take over to engage in one-on-one conversations and drive potential customers toward making a purchase.
  • B2C sales typically have shorter cycles, often requiring a more transactional approach. However, certain products and services can be sold remotely and automatically through websites, reducing the need for active outbound efforts. 
  • Donald also shares the difference between working with a startup and a well-established company. 
  • Startups can attract individuals hungry for new challenges, those looking to add startup experience to their resumes, and professionals seeking to make a noticeable impact within smaller organizations. 
  • While there is an inherent level of risk, social proof and a proven track record can significantly attract the right individuals.

Are Sales and Marketing the Same?

  • You may think that marketing and sales are the same thing, but it’s not. 
  • Marketing is attracting leads to your business and getting them to the checkout point.
  • Sales is the process of payment transactions within the business. 

Importance of Systems and Processes

  • Donald emphasizes creating reliable systems and processes, particularly in sales. 
  • Documenting procedures and creating playbooks can make transferring roles within a team easier and more efficient. 
  • Strong systems and processes are vital in facilitating business growth and scalability.

Host Donald Kelly shares insightful strategies for hiring the right people for your sales teams. He also advises attracting ideal customers, navigating B2B and B2C sales, and optimizing outreach efforts. Whether you’re a business owner, sales professional, or aspiring entrepreneur, this episode offers a wealth of knowledge to help you succeed in the competitive sales world.


Cat Hutchings LinkedIn

Cat Hutchings Instagram



Apollo IO


Sponsorship Offers

  1. This episode is brought to you in part by LinkedIn.

Are you struggling to close deals? Cold outreach wastes the buyer and seller’s time at every stage, especially when sellers are using shallow and outdated data.

  1. Your organization can overcome these challenges with technology that translates comprehensive, high-quality buyer data into real-time insights.
  2. These deeper insights empower sales reps and teams to adopt the habits of top performers, which leads to better outcomes – like more pipelines, higher win rates, and larger deals.
  3. We call this Deep Sales. And we’ve built the first deep sales platform with the next generation of LinkedIn Sales Navigator.

Try LinkedIn Sales Navigator and get a sixty-day free trial at linkedin.com/tse.

  1. This episode is brought to you in part by TSE Sales Foundation.

I think we can all agree that sales should be fun. However, many times, we find ourselves in a quagmire where we’re not progressing and deals are not going the way that they should. This is why we created TSE Sales Foundation. It’s a program designed to help sales professionals just like you master the fundamentals of sales so they can radically improve their sales pipeline and close more deals. To find out more about TSE Sales Foundation and our next start date, simply go to thesalesevangelist.com/foundation.


As one of our podcast listeners, 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, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, 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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