I sat down with Fred Diamond at Podcast Movement 2019 to discuss the keys to helping your sales team perform their best. Fred is the host of Sales Game Changers Podcast and today he turned the microphone on me and allowed me to share the things I’ve learned during my career in sales.
This podcast resulted from my own struggle as a B2B seller. Because of my own struggles, I wanted to help new and struggling sellers improve their sales game. I wanted to educate people who were in the same shoes and help elevate their performance.
As The Sales Evangelist podcast grew, people in our community of sellers reached out to me for sales coaching. I started with one-on-one coaching for reps, and then those reps took their training back to their companies, and I started hearing from entrepreneurs and other business owners who needed to replicate themselves so they could scale their companies.
I launched into the consulting side and helped businesses set up their sales teams. Eventually, that led to speaking opportunities and other things, so in 2015 I left my full-time job to do The Sales Evangelist full time.
The podcast didn’t make money on its own, but it did generate leads and coaching opportunities and speaking and consulting gigs. Now, though, it generates its own income.
I got into sales before college, partly because my entire family was involved in sales. As a Jamaican boy, I grew up in a setting where everyone sold something. I didn’t see it as sales, necessarily. I simply saw it as the family business.
I’m naturally outgoing, so people told me I’d be perfect in a sales career. That continued through college where I struggled to find a sales program.
Eventually, I got a couple of sales jobs in timeshares and door-to-door that involved B2C selling. I made about $20,000 in three months selling door-to-door over the summer during my first year.
When I transitioned to the professional world of selling, though, I struggled.
One of the things I learned selling door-to-door was the value of working smart. I saw people who worked hard but who weren’t effective, so they got burned out because they continued doing things that were ineffective. Those who hustled, on the other hand, worked efficiently and they practiced their messaging and they stopped doing things that didn’t work.
I learned that I had to be willing to move on when a sale didn’t work out.
Eventually, I moved into a BDR role in a B2B company, and I brought that need to work efficiently and plan my activities because it was a full-commission job.
Time is money, and I needed to pay rent.
During my time at the IT training company, Steve Hatch took me under his wing. He was the CEO of the company, and he taught me both the sales and the business sides of his company. In several cases, he did that by throwing me into the deep end.
We were trying to work a deal with a local NPR station and he helped me learn to lead the deal and negotiate the deal. He helped me see who I could eventually become.
Current sales reps face a number of challenges that are unique to the kind of setting they operate in. Most of the ones I meet with struggle with prospecting, and with prospecting effectively.
Many learn that cold calling is dead, for example, but they work for companies that were built by cold calling. Their leaders want them to engage in cold-calling but others tell them it’s ineffective, so they feel pulled in different directions.
At the same time, many sellers struggle with the idea of social selling in which they engage with people on social media. They often don’t have the confidence to do it effectively, so they wait for inbound leads to come, and though they do often come, it simply isn’t enough.
I constantly give training on how to use LinkedIn and how to take advantage of cadences and flow processes for outreach.
Multichannel outreach, sometimes called omnichannel, matters the most in prospecting. When I work with sales reps, I encourage them to begin their interactions on social media. Make a genuine connection with people as a starting point.
Understand that genuine connection doesn’t mean you simply “like” something that they posted or shared. Instead, engage with that person. If someone comments on something you share, take that conversation to the inbox next and tell him how much you appreciate his comment. Then, once you’ve built that connection, you can move the conversation to a phone call.
Now you’ve created a warm, engaging connection.
Then, for enterprise sales, you can even take advantage of snail mail to send them something to grab their attention. We created a Willy Wonka style ticket and invited them to join us for our demo. We sent sodas and snacks and a Starbucks gift card. We spent about $12 for each of three boxes and landed about $100,000 worth of deals.
I read a lot of books in an effort to improve my game, and one of my recent favorites is Mike Weinberg’s Sales Management. Simplified. because he focuses on fundamentals. For me, mastering those fundamentals is the key to moving to the next level. Aside from prospecting, asking appropriate questions makes a big difference as well.
For sellers who know nothing about their buyers, pipelines won’t matter at all. We’re skipping the discovery process and we’re missing a chance to ask meaningful questions and demonstrate our expertise.
Related to that topic, time management presents a big struggle for sellers right now. I attribute my continued success to planning. In fact, I’ve created a selling planner because I couldn’t find one that I liked.
I read a book by Kevin Kruse called the 15 Secrets Successful People Know and another called The 12 Week Year related to time management. A lot of sales reps throw as many things as they can on a calendar in hopes that they can maximize their time.
Instead, I break my day down based on categories to measure my effectiveness. I separate sales activities, marketing activities, and operations. I tracked those activities for a week to see where the commonalities are and which tasks I’m repeatedly doing. Then, I eliminated tasks that my team could do for me so I could focus on sales-related tasks.
Do a three-minute prep prior to each sales call. If you have a focused list of clients, consider hiring someone to do research on each of those clients. Find out the following:
If you can help your customer achieve his goals, you’ll be so much further down the path. The process isn’t about you.
Someone is going to solve your customer’s problem. Why don’t you figure it out first and be the first to provide the solution?
Connect with Donald on LinkedIn. Also check out the Sales Game Changers Podcast.
If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register!
You can also connect with me at firstname.lastname@example.org or try our first module of TSE Certified Sales Training Program for free. This episode has been made possible with the help of TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.
I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify. You can also share this with your friends and colleagues.
Ty Bennett is an entrepreneur who fell in love with the speaking and training development aspect of building a sales team and it led him to write books on the topic and start a training company called Leadership Inc.
Ty points out that we’re in the people business and we’re interacting with, networking with, leading and influencing people every day. The care, investment, and love you have for people will communicate that you have their best interest in mind.
Those relationships engender trust, foster accountability, and build a level of commitment that you want in your team. And love drives it.
Many business books never discuss love, perhaps because it isn’t considered a business-centric word. Ty addresses this issue in his new book called Partnership is the New Leadership.
He interviewed a guy on his podcast named Tim Sanders who wrote the book Love is the Killer App but this hasn’t always been a business word. Traditionally it has referred to personal relationships but when it drives your actions and when you’re coming from a place of service and contribution, that’s where love exists.
Leadership is much more effective there.
Some people believe that leaders can’t be perceived as soft, so they shy away from the idea of loving the members of the team. If you’re too soft, after all, you’ll be walked on.
If you were to line up 10 people and evaluate the production level of those people, you’ll find a relationship to how they feel about their manager. Statistically, most people will tell you that they hate their bosses, and also that people join companies and they leave bosses.
People also show up differently when they are in the right frame of mind; when they feel supported; when they feel heard; and when they have opportunities to win.
When people feel like part of a team, the commitment level changes drastically. #TeamCommitment
If you’re seeking to develop this kind of leadership without being perceived as soft, focus on being interested rather than interesting.
Rather than figuring out how to stand out and making it all about you, focus on the other person. Great leaders are those who truly care about other people and become adept at asking questions. They have a genuine curiosity about people. They want to know what drives them and what’s important to them.
As you get to know your people on a deeper level, it speaks volumes to your team members.
Now take things a step further and focus on hearing them. Don’t forget the idea that people support what they help create.
Give your team a voice. Welcome their feedback. Those efforts demonstrate that you care about what they have to say and you’re listening rather than simply issuing marching orders. You’re demonstrating that you’re confident enough in who you are to allow them to be part of the process.
We no longer live in the era of top-down leadership where I tell you what we’re going to do and you implement it. Social media has changed us psychologically and it has given each of us a voice.
Go above and beyond for your people. Do things that are not in your job description. Give more time, more energy, and more of yourself into your relationships. Reach out in ways that are meaningful to each person.
As leaders, those investments change our relationships. When you invest in people they become family.
Ask yourself whether people would ever say that about you.
This level of investment can be difficult because we’re busy. We have so much on our plates that it’s hard to think outside our own agenda.
It can also be tempting to focus on the things we have to do and ignore the things that we could do but aren’t required to do.
At the same time, we have to shift our mindset. Maybe we need to listen to a podcast or hear a story from a different leader. Maybe we need to find a leader who can open our eyes to different approaches. Perhaps read a book.
Although every industry is different, Ty interacted with sellers recently who told him that their loyalty was to their manager, not to the company. The product matters a lot less to them than the manager does.
If you’re seeking to become this kind of manager, start by carving out one-on-one time for your people as often as possible. Come in five minutes early and ask one of your people to come in five minutes early. Make time for it.
Find time to connect with your people with no agenda. It’s just to show that you care.
Ty also recommends reading The Go Giver, one of a series of books about adopting a giving mentality on the way to greater success.
Relationships change when people invest in them. When a leader invests, it will impact the relationship in a huge way.
Grab a copy of his new book called Partnership is the New Leadership.
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.
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.
We have produced 900 podcast episodes!
Today on The Sales Evangelist we’ll celebrate our 900th episode and share the impact the podcast has had on our business, as well as some highs and lows. We’ll discuss where we came from and where we are going.
It’s humbling to think about. Twenty episodes a month designed to provide quality content that can help you and your sales team perform better in your sales.
We’re so thankful to each of you for emailing us, messaging us, and sharing how the podcast is helping you.
In preparation for this episode, I went into our Facebook group, The Sales Evangelizers, to find out what people would like to hear about.
The podcast made the business.
My suggestion is to encourage each of you to consider operating a podcast.
There are 550,000 podcasts. Podcasts exist in every niche you can think of. There are also people who want to digest the content you’ve produced. And there’s still plenty of room.
Only 44 percent of people have listened to a podcast. Forty-nine percent of listening happens at home. Twenty-two percent of podcasts are consumed while driving. Sixty-nine percent of podcasts are consumed on smartphones, and 31 percent occurs on desktop computers.
You can listen while you do other things like mow the lawn, walk the dog, or drive a car.
Podcasts span all generations.
I stumbled onto podcasting when my friend Jared Easley invited me onto his podcast. There were a few sales podcasters out there at the time, and I wasn’t entirely sure I could stand up to their audiences.
The podcast led to coaching, which led to speaking. I was trying to find my niche, and I decided to focus on sales. I added sales consulting next, which includes sales team training, and then online courses and workshops. Finally, I added The Sales Evangelist Hustler’s League, an online group coaching program.
The podcast provides leads and conversations that connect us to other people.
We’ve recently started pushing Instagram a lot. We’re going to start sharing more content on Instagram TV at least once or twice a week. We’ll share videos, sales strategies, and other content that helps you learn who I am and improve your sales skills.
We also plan to introduce a YouTube channel, which should emerge during Q4.
The other thing is that we have a Sales Podcast Network which includes three podcasts, and a fourth on the way.
The first is this podcast, and the second is a podcast called Sold, which is a narrative interview with executives who talk about experiences they’ve had with salespeople.
They talk about the things they like and the things they don’t like, and they give us ideas about emailing, prospecting, building value, and connecting.
Sold will follow a seasonal schedule with breaks between the seasons.
The third podcast is Video Jungle. It’s an affiliate podcast that gives you an understanding of the video industry and helps you understand how you can make your brand stand out using video.
The fourth podcast is still in the works, and we’ll share more details about that later.
We are growing this podcasting space, and the whole network will relate to sales.
When I was a software sales rep, I met a guy during my lunch break to interview him. The guy was mentioned in Forbes magazine for the 30 Under 30 feature.
When I met with him, I discovered an opportunity for the company I was working with to help the company he was working with.
His company needed a secure place to store documents.
Although it didn’t turn into a sale, the podcast gave me a foot in the door of that company and it made it easy to connect with the decision-makers.
Another success story happened early on when I was trying to develop coaching. I created the sales page and a guy reached out to me from Tokyo. He was working with manufacturers because something changed and he needed to do sales despite the fact that he’s a tech guy.
The prospect Googled sales coaching and found my page, which led to a relationship as a coaching client. He did a world tour, and I was coaching him throughout his travels.
He’s out of the sales role and still in communication with us today, but we were able to help him get through the process.
When I discovered we had downloads all over the world, I started the semester approach to TSE Hustler’s League. As a result, I had people join from Europe and other places around the world.
It was cool enough to have people in this country join us, but it was especially cool to know that people were staying up late in different time zones to be part of the group.
It was humbling to know that our podcast was impacting people and their businesses all over the world. We were helping them with sales in different markets and different cultures.
I have multiple stories like that about our ability to impact people all over the world just because people listened to the podcast. It has been powerful to track their individual progress and see how they are improving.
Finally, I wanted to find speaking opportunities and I was contemplating leaving my regular job. About that time, the company I worked for changed their model so that it benefitted the company but not the sellers.
Basically, they were going to pay my commission over the course of several years instead of paying a lump sum, which benefitted the company but not me.
I realized that the house always wins, and I decided I needed to become the house.
After I left the company, I got my first paid speaking gig, and the fee was equivalent to the amount I lost when my company changed its model.
That convinced me that this was validated and I was headed in the right direction.
The podcast wasn’t working properly at one point, and it completely crashed.
I didn’t know what to do, and I was afraid no one would be listening to the podcast after this. I didn’t see how we could thrive after that.
A few weeks passed and I wondered if it was worth all the effort. I got comfortable not doing the podcast. I was anxious, and a month passed before the site was restored.
The thing that caused me to resume the podcast was the number of people who rely on the podcast and who have benefitted from it.
During that time, listeners contacted me to ask when it would resume. I still needed to provide for my family, so I needed to do something to revive the podcast.
That made me dig my heels in and focus on overcoming the challenges. We all have obstacles, but if we stop every time things get difficult, we’ll never accomplish anything.
I stayed up one night for 24 hours to get it up and running, and we were back better than ever.
As a natural byproduct of delegating some of the tasks, I was able to focus on things that mattered. As a result, the business continued to grow.
When I tell you to get rid of menial tasks, I tell you that because it has worked for me. As we’re growing and developing, I continually find more tasks that team members can help me with.
I don’t need to do it all, and it benefits my team when I ask them to help me with those tasks.
We’re 100 episodes away from number 1,000 and we’d love to hear what you’d like us to address on number 1,000.
It would be cool to interview some of you who have been around for a long time and hear how you’ve seen the podcast grow. I’d love to hear your feelings about the show and any ideas you might have.
The whole team at The Sales Evangelist wants to help you find more ideal customers, to help you build stronger value when you meet with those customers, and to give you the guidance and coaching you need to close more deals.
My challenge is to go out every day and do big things.
TSE Hustler’s League is a 10-week group coaching program that costs $150 a month. The program is designed to help sellers of all levels and all industries increase their sales performance. We have a new semester starting this fall, and we’d love to have you join us.
Check out The Sales Evangelizers on Facebook, where a community of people shares their struggles and their experiences with selling.
Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy.
Leave us a review wherever you consume this content and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.
If you find yourself stuck in your traditional sales job and you’re looking for new ways to increase your sales, I challenge you to think outside the box and get out of your comfort zone. And one way to do this is to consider doing a podcast or become a podcast guest.
Today, Tom Schwab shares about how you can grow your business through podcast. Tom is the author of Podcast Guest Profits: Grow You Business with a Targeted Interview Strategy. Tom is the Founder of Interview Valet, a premium podcast guest marketing agency that helps people get their message out as a podcast guest as well as connect them with people who could be their ideal customers.
Four years ago, I started The Sales Evangelist on the side as I had a full time career doing traditional sales. Today, I am now doing podcasting full-time so listen in to find out how you too can leverage the power of podcast.
Here are the highlights of my conversation with Tom:
Benefits of a podcast:
How to utilize podcast to generate leads and increase sales:
The interview is just the fuel but what you need is the engine (which consists of these 6 steps) to turn that fuel into business results.
Find the ideal podcast that has your ideal customers. There are 350,000+ podcast out there but there is always a niche for each person. Niche down and find out who you want to be speak to and be very specific. Consider both the psychographics and demographics. Start to think of what podcast they could be on.
If you’ve already got prospects, ask what podcasts they like. Check out the New and Noteworthy section of iTunes. Do a Google search of your topic and the podcast.
The worst sales call you can make is one that is totally cold and has no value to the person you’re selling to. So make sure you and the podcast host are a good fit. Make sure it’s not a cold pitch by focusing on what you can help them with and what you have for the audience. Your goal in being on a podcast is to make the podcast host look like a genius for having you on because you shared so much value.
Before reaching out to the host, listen to a few episodes and figure out what value you can offer them. Leave them a rating and review. Share their content. Write some comments. Do that for a week or two before reaching out.
Know who the audience is and who the host is. Know the questions to be asked. Help the host prepare for you. Give them a one-page brief sheet that gives them your bio or some questions they could ask. Give a link to your LinkedIn profile or a talk you did. IN short, make it easy for them to have a great interview with you.
Talk about the different things on your site to get people from being listeners to visitors to leads by giving resources like infographics or a 30-minute training. Give them a way to go to your page.
How can you move them to the next step from being listeners to visitors to leads? Put yourself in the listener’s spot. Most people don’t want another newsletter so make it easy for them. The best way to do this is to send people to a dedicated landing page. What you want to make sure is you want to give them a good experience when they go there.
This is how you and supercharge your interviews. This is new content for people who just found out about it. Once you start promoting episodes, you’re much more likely to get on other podcasts. When people get to the landing page, there would be three ways for them to say yes. Not everybody who listens to your podcast is ready to engage with you so give them a little yes, a medium yes, and a big yes.
Tom’s Major Takeaway:
If you’re listening to this then you already know how powerful podcast is. You know that your ideal customers are going to listen to podcasts in the future. The only question is, are they going to be listening to you or your competitors? Take advantage of the power of podcast as a host or as a guest. Connect with your customers on podcast
Get connected with Tom on www.interviewvalet.com/tse
Listen to my previous interview with Tom on TSE Episode 240: Learn How Podcasts Can Increase Your Sales
TSE Hustler’s League Semester Two
Join this semester of TSE Hustler’s League where we will be focusing on building value to your customers.
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We’ve all been there when things got difficult and we felt like quitting; you’re not selling a thing, you start getting frustrated, embarrassed, angry and feel that you just need to quit. Believe me, I’ve been in that position many times and it’s not a pretty place to hang out. But there is light at the end of the tunnel and its not a freight train. There is hope! During this episode of “Sales From The Street”, I share a couple of stories when I felt this way and wanted to give up. These times are not easy, but they sure are worth it in the end because things always work out. Click on the play button above and listen to the experience I have to offer.
Ever wondered what makes a top producer, a top producer? Well, during this episode I interview Justin Su’a who has cracked the “top producer” code. Justin is the Head of Mental Conditioning at the IMG Academy, the world-leading provider of athletic and personal development training programs for youth, adult, collegiate and professional athletes, located in Bradenton, Florida. Justin’s clients perform in the NFL, Olympics, Dancing With the Stars, division one universities, and in numerous business corporations, the American Samoa National Olympic Committee and the U.S. Military.
After speaking with Justin, I learned that top producers are not born top producers, they developed these habits over time and become top producers! Now with that understanding, what is holding you back from being a top producer in your industry? If you have a desire to perform at your highest level, you MUST check out this episode. I promise you will enjoy it!
Ralph is committed to having an AWESOME life! Ralph has a passion for excellence, personal development and the success of others. He lives life with no limits in his journey to achieve all of his dreams.
Ralph is a serial entrepreneur that enjoys sharing the keys to his success with anyone who is willing to listen (people like you and me). Most recently he founded Happy Someone to help people connect to their true purpose in life and The Great Business Project to help entrepreneurs get off the hamster wheel and take their businesses to the next level.
Before his latest ventures, Ralph founded several companies that have impacted thousands of people in over 100 cities across 21 countries worldwide. His clients have included some of the world’s most renowned brands and individuals.
Ralph enjoy’s paddle boarding, adventures, music, tech, and DJing. His wife and boys are the most important part of his life and contribute to all of his successes through their unwavering support.
In this episode Jared Easley from the Starve The Doubt podcast and I co-host and interviewed Jeffrey Gitomer. Jeffrey is the author of The New York Times best sellers The Sales Bible, The Little Red Book of Selling, The Little Black Book of Connections, and The Little Gold Book of YES! Attitude. All of his books have been number one best sellers on Amazon.com, including Customer Satisfaction is Worthless, Customer Loyalty is Priceless, The Patterson Principles of Selling, The Little Red Book of Sales Answers, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching!, The Little Teal Book of Trust, Social BOOM!, and The Little Book of Leadership. Jeffrey’s books have appeared on best-seller lists more than 850 times and have sold millions of copies worldwide.
Jeffrey gives public and corporate seminars. He runs annual sales meetings and conducts live and Internet training programs on selling, customer loyalty and personal development. Jeffrey’s clients include large organizations from Coco-Cola to The New York Post.
Jeffrey’s teaches that “People don’t like to be sold, but they love to BUY”. Listen to the episode to learn more.
In this episode I will:
In a previous blog post I gave some background information about how the show actually was conceived and started. For this episode I go a bit more into detail. I also have a little surprise in the introduction of the show. I like to have fun and I love to share value.
Once again, welcome to The Sales Evangelist podcast! I hope you find these sales tips valuable as you listen to the show. If you have learned something new from the episodes, feel free to share it and leave me ratings and review on iTunes or Stitcher. But most importantly, DO BIG THINGS!
Just like most of you, I am a real life sales professional hustling in the world of software sales. If you were like me, you had no clue how to really sell when you started. Over the years I’ve received training/coaching from some of the industry’s leading experts. I applied what I was learning and started seeing a significant difference in my performance and income. I started doing “BIG THINGS”!
I am back with my second segment on the “Starve The Doubts Podcast” with Jared Easley. During this segment, I hit upon the idea of “Knowledge” and “Power”. On this same episode Ryan Avery, The World Champion of Public Speaking, is interviewed . Listen carefully to my segment since it is featured at the end of the episode.
Check out the episode and let me know your thoughts. Do you think that “Knowledge is Power”?