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The Sales Evangelist

Candace Taber on TSE Podcast

Do you struggle to connect with executive decision-makers despite knowing you have the solutions they need? 

In this episode of “The Sales Evangelist Podcast,” host Donald Kelly speaks with Candace Taber, a maestro of sales enablement whose insights into the alchemy of effective selling are nothing short of transformative. Candace doesn’t just sell; she evangelizes with wisdom, empathy, and a deep understanding of the elusive art of buyer-centric selling. 

Let Candace guide you through the intricate dance of matching your pitch with the specific objectives of every stakeholder in the room. Click play now!

About Candace Taber

  • Candace Taber is a devoted wife, mother, and sales enablement leader focusing on equipping sales leaders to amplify their impact. 
  • With a firm belief that leadership is the cornerstone of effective sales enablement, Candace dedicates herself to preparing leaders to excel in their roles and create force multipliers within their organizations.

Foundations of Effective Sales Enablement

  • Donald and Candace discuss the misconception that sellers should inherently possess the knowledge necessary for success. 
  • Rejecting this idea, Candace emphasizes the employer’s role in equipping and enabling employees. 
  • This means providing a clear performance path, feedback mechanisms, and the resources employees need to thrive in their environment, contributing to the employer-employee value exchange.

How to Position Messaging to Executives

  • Candace presents practical advice on communicating with executives without seeming presumptuous. 
  • She recommends referencing industry trends and openly wondering how these may relate to the executive’s focal priorities. 
  • By approaching the conversation with genuine curiosity and a well-researched hypothesis, sellers can position themselves as partners, not just vendors.

Advice for Sellers: Writing Goals at Organizational Levels

  • Candace shares a valuable exercise for sellers looking to improve their business acumen. 
  • She advises practicing writing objectives and goals at different organizational levels—from individual contributors to executives. 
  • This practice helps sellers better tailor their messaging according to the strategic and operational priorities relevant to each role they encounter.

Are you ready to fine-tune your pitch and tailor your approach with the precision of an expert strategist?

With Candace’s insider tips, any sales professional listening can step into the arena more prepared than ever before. Join us for this episode and equip yourself with the tools to meet your quota and exceed expectations by enabling your prospects’ success—a true win-win in the complex dance of sales.


Candace Taber on LinkedIn

LinkedIn Sales Navigator

Sponsorship Offers

  • This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

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

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

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

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.


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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