Ask The Expert: Donald Kelly on improving sales | POP 735

A photo of Donald Kelly is captured. Donald Kelly is the Founder and CEO of The Sales Evangelist - a sales training organization with a mission to eliminate confusion from B2B selling so sales professionals can consistently hit their target each month. Donald Kelly is featured on Practice of the Practice, a therapist podcast.

Why should you not sell the same way that you buy? How can you build confidence in the prices you offer? Why does providing your clients with an “out” make them more likely to work with you?

In this Ask the Expert podcast episode, Joe Sanok speaks about improving sales with Donald Kelly.

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Meet Donald Kelly

A photo of Donald Kelly is captured. He is the Founder and CEO of The Sales Evangelist - a sales training organization. Donald is featured on the Practice of the Practice, a therapist podcast.Donald Kelly is the Founder and CEO of The Sales Evangelist – a sales training organization with a mission to eliminate confusion from B2B selling so sales professionals can consistently hit their target each month. He also hosts the affiliated Sales Evangelist podcast.

Donald evangelizes effective ways salespeople and entrepreneurs can find more qualified prospects, close more deals and make more money. He does this through motivating sales training, online courses, one-on-one coaching, workshops, seminars, and dynamic keynote presentations.

Visit The Sales Evangelist and connect on Facebook, Instagram, Twitter, Youtube, and LinkedIn.

FREEBIE: Take Donald’s Free 5-part Sales Training Course.

In this Podcast:

  • Don’t sell the way that you buy
  • Recognize your value
  • Individual therapy
  • Offering more
  • Practice your prices
  • Give your clients an out

Don’t sell the way that you buy

I recognized, “I am not the buyer, they’re the buyer, [so] give them what they want”. I may not be able to pay $50k for a certification course, but these individuals and their companies [can], so give to them what they want, and that way also takes the guilt out of it. (Donald Kelly)

The gold standard is “treat people like how you want to be treated”, but the platinum standard is to treat people the way that they want to be treated.

Even if you could not afford something, or you doubted the price of a service that you have set, remove yourself from that equation.

You are only the seller and your customer is the buyer, so you need to set rates and services that serve you and them.

Recognize your value

Especially in the mental health industry, counselors often feel guilty for charging high rates for providing therapy. Break out of this mindset.

You might say, “I’m helping people, I don’t want to take advantage of them”, but you’re not. You are [still] helping them. (Donald Kelly)

Your buyers are willing to invest in themselves to become better, healthier, and happier.

Let your customers be the judge of the value.

The value is in the eye of the beholder, so change your level of thinking and release yourself from that upper limit, and know that it’s okay to make money. (Donald Kelly)

Individual therapy

There are different income brackets within your client base, from highs to lows.

People are willing to pay a reasonable hourly rate to a therapist to solve their problems, and that’s what it comes down to.

If a client has difficulty in their lives, then they are willing to invest to improve.

When it comes to working with individuals, the [main] thing you want to do is to help paint a picture of the outcome of what somebody can get [from working with you]. If the outcome is attractive enough … they’re going to be willing to invest… and you want to make sure that you can prove that you’ll give them that kind of result. (Donald Kelly)

Offering more

Once you have proven that you can help individuals, people will be more willing to come back to you for more services.

People may come back for group therapy, services, resources, coaching, and so forth.

Practice your prices

When you let a client know what your rates are, let them decide. In the silence before they respond, don’t break and offer them a reduced rate.

Practice saying your prices in the mirror so that you become comfortable with hearing those words, believing that they’re true, and sticking with them. Whenever you say your price, say it confidently.

We’re not going to dwell [on the money aspect] and make it [feel like] an issue, we’re just going to address it quickly and then decide if [the client] is a fit. (Donald Kelly)

Give your clients an out

Remember that you want your client to feel in control and never for them to feel that they are under your mercy in the business transaction.

As the consumer, you want to make sure to have the control. (Donald Kelly)

People love to buy, but they hate to be sold. Create a business relationship with your clients where you give them the power to decide that they are buying, and this includes providing them with an out, giving them a sense of agency in the transaction.

You want to empower the person to feel that way … setting the rules before you play the game, you set the agenda, and then you give them the opportunity to have an out. (Donald Kelly)

Usually, they won’t use this out, but it is important for them to feel like they have it in case.

Books mentioned in this episode:

Useful Links mentioned in this episode:

Check out these additional resources:

Meet Joe Sanok

A photo of Joe Sanok is displayed. Joe, private practice consultant, offers helpful advice for group practice owners to grow their private practice. His therapist podcast, Practice of the Practice, offers this advice.

Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.

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