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The Sales Evangelist

Donald Kelly, TSE Certified Sales Program, Sales Training, New Sellers On today’s episode of The Sales Evangelist Hustler’s League, we’re talking about how you can exert influence into the buying process even when you are too late.

TSE Hustler’s League is our online group coaching program that brings together sellers from all industries and all abilities to share ideas.


I’m reading a book called Selling to the C-Suite: What Every Executive Wants You To Know About Successfully Selling To the Top, which suggests that executives often find themselves unable to get access to the information they need to solve problems.

When executives recognize a problem, they usually begin by doing research. Unfortunately, marketers and salespeople often focus their solutions on their product instead of on the challenges their prospects are facing.

Addressing their challenges requires a deeper level of understanding and thinking, and a deeper level of research.

We must share the content the executives want.

What and why

One executive in the book suggested getting involved in the what and the why rather than the how.

Most executives are focused on the future of the business. They are looking for partners who can help them do the same.

It’s difficult to accurately predict the future of a company on your own, but with the help of industry partners, it becomes easier.

Help those in your industry by being a forward thinker. Build a relationship with executives by connecting with them and helping them focus on the future of their businesses.

Decision makers

Studies show that 80 percent of decision makers get involved in the buying process early.

When they recognize a problem, they often hand the issue off to a lower-level teammate to help research it. That person will read blogs, search the Internet, listen to podcasts, and look for answers to the problem.

That means that many times, you’ll be interacting with a team member who isn’t a decision maker. He won’t be able to sign off on the deal; he’ll just want you to provide a demonstration so he can gather information.

Your job is to share your demonstration and your expertise as well as your current customers with that person.

You can best do that by providing information that will be helpful to the company during the research stage.

  • Create a video about the top three things holding small tech companies back from increasing revenue.
  • Offer a download addressing the five things every executive needs to know about growing a small tech company.

Help executives think of challenges they weren’t even aware of. When you do, you bring more to the table than just a product or service.


When you reply to an RFP, your request may be a formality. In many cases, a customer already has a vendor in mind that he’d like to work with. Your bid is simply an effort to see if any cheaper bids exist.

In many cases, the competitor may have helped create the RFP, giving the customer feedback about what information to include in it.

Uncovering challenges

Begin by talking with your current customers to find out what their concerns are. Ask what they’d most like to learn about over the next 5-10 years.

Once you have an idea, go to LinkedIn and create articles or videos answering some of those questions.

Since these are the challenges executives in our industry will be focused on, we’ll create content that will help them during the research stage. As we do, we’re aligning ourselves as trusted advisors and forward thinkers who can help the decision makers get where they want to be.

“You Are Too Late” episode resources

This episode is brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits.

Click on the link to get a free demo of what Maximizer CRM can do for you. Maximizer is intuitive, simple, and personable. Maximizer integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

This episode is also 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 and give you insights and tools that will help you gain new customers. We’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out TSE Hustler’s League and apply to see if it’s a good fit. We’re introducing some changes in our January semester, and we’d love for you to be part of it.

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Audio provided by Free SFX and Bensound.

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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