In a recent episode of the Sales Leadership Show, host Phil Gerbyshak sat down with Donald C. Kelly, founder of TSE Sales Training, author of Sell It Like a Mango, and host of The Sales Evangelist podcast. The episode, titled "Enabling Sales," delved into the nuances of effective sales leadership and how leaders can create environments where their teams thrive. Donald shared his journey, key lessons from both good and bad leadership experiences, and practical advice on how to stand out in a crowded sales landscape.
Learning from Good and Bad Leaders
Donald C. Kelly begins the conversation by sharing a piece of advice that has stuck with him throughout his career: "Look at the good leaders that you had, look at the bad leaders that you had, and you can learn from both of them." This simple yet profound idea underscores the importance of observing and learning from all experiences, both positive and negative.
Donald recounts an early experience with a bad leader who projected her anger and personal frustrations onto her team. This leader’s inability to separate her personal issues from her professional responsibilities created a toxic work environment, leading to poor team performance and high turnover. Reflecting on this, Donald notes, "You’re not going to stand up towards that level of performance if you feel that you’re not cared for or your efforts don’t matter."
"You’re not going to stand up towards that level of performance if you feel that you’re not cared for or your efforts don’t matter."
On the flip side, Donald highlights the impact of good leadership. Great leaders, he explains, are those who have "been through the jungle before," know the path, and understand the process. They provide guidance, support, and patience, helping their teams navigate challenges with confidence.
"Great leaders know the path, they have a system, and they encourage and guide you through it with patience."
The Importance of Process and Patience
A significant portion of the discussion centers around the idea that effective sales leadership is not just about pushing for results but about guiding the team through a proven process. Donald compares sales leadership to leading a group through a dense jungle. The leader’s job is to cut through the brush, find the best paths, and ensure the team stays on course. He emphasizes that different team members may progress at different speeds, and a great leader recognizes this and remains patient.
"A leader who doesn’t understand the process and gets impatient can create an unsuccessful environment," Donald warns. This is the crux of enabling sales: creating an environment where every team member, regardless of their pace, feels supported and knows that if they follow the process, they will eventually succeed.
"A leader who doesn’t understand the process and gets impatient can create an unsuccessful environment."
Standing Out in Sales: Sell It Like a Mango
Phil and Donald also explore the concepts in Donald’s book, Sell It Like a Mango. The title draws from Donald’s childhood experience of selling mangoes in Jamaica, where he learned that success in sales often comes down to how you position yourself, not just the quality of the product.
Donald shares a vivid memory of trying to sell mangoes from his front yard, only to find that he couldn’t sell a single one. The lesson? It wasn’t the mangoes that were the problem; it was the approach. "The mango that I had was the same exact mango that was probably the one downtown," he explains. The difference was in how and where he sold them. This experience taught Donald that in sales, it’s often the seller, not the product, that makes the difference.
"It’s often the seller, not the product, that makes the difference."
This principle applies to B2B sales as well. Donald emphasizes the importance of creativity, positioning, and understanding your audience. He advises salespeople to "sell it in a creative way, sell it in a unique way, stand out from the others." By doing so, salespeople can differentiate themselves in a crowded market.
Practical Tips for Sales Success
Throughout the conversation, Donald offers a variety of practical tips for sales professionals looking to stand out and enable their own success:
Do the Opposite of What Everyone Else is Doing: Donald encourages salespeople to find creative ways to differentiate themselves. Whether it’s through personalized LinkedIn engagement, sending recap emails, or using video messages, small, thoughtful actions can make a big difference.
Respect Time and Be Prepared: Being punctual and sending agendas before meetings are small but impactful ways to show respect for your client’s time and stand out as a professional.
Leverage LinkedIn: Donald is a big proponent of using LinkedIn not just as a networking tool but as a platform for educating potential clients. He suggests posting relevant content regularly to establish authority and build connections with your ideal customer profile (ICP).
Engage in Genuine Conversations: Whether on LinkedIn or in person, genuine engagement is key. Donald advises salespeople to focus on building real connections rather than just trying to sell.
Be Patient and Trust the Process: Finally, Donald reiterates the importance of patience in the sales process. "If you continue to do the system, you’re going to get to the end goal," he assures. Great leaders understand this and create an environment where their team can thrive at their own pace.
Conclusion: Be an Educator, Not Just a Seller
As the episode wraps up, Phil and Donald discuss the importance of being an educator in sales. With 44% of executives discovering new products through social media, there is a huge opportunity for salespeople to stand out by providing valuable, educational content rather than just pushing for a sale.
Donald sums it up perfectly: "Be an educator, not a seller." This approach not only builds trust but also positions the salesperson as an authority in their field, making it easier to build relationships and close deals.
"Be an educator, not a seller."
For those looking to dive deeper into Donald’s insights, his book Sell It Like a Mango and his podcast The Sales Evangelist offer a wealth of knowledge for anyone in sales, whether you’re just starting out or looking to take your skills to the next level.
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