Lost sales means lost income. On this great episode of THE CRUDE TRUTH; Life Coach Kristy Kerns joins me again and we visit with Sales Coach extraordinaire Keeley Hubbard and she dives in to tell us how not to lose those sales. Keeley shares with us the truth on how to land big-ticket sales, and what the process is to be succssful in the sales game. Anyone that owns a company or is in sales, this is an episode you donāt want to miss. Connect with either of these wonderful coachs below.
Highlights of the Podcast
03:35 ā Keeley Hubbardās Background
05:01 ā The Commission Checks
06:56 ā Franchise and Financial Education
08:19 ā Understand the sales
12:31 ā Capital Raisers
13:07 ā About your high ticket sales
14:07 ā Three second rule
15:58 ā Huge opportunity in the State
17:19 ā Financial background and experience
19:52 ā Whatās Happening in the Economy
Please reach out to Keeley HubbardĀ on Linkedin
Check out StatusJet HERE
THE CRUDE TRUTH Ep. 69 Sales Coach Keeley Hubbard w/ Co-Host Kristy Kerns and Rey Trevino III
Video Transcription edited for grammar. We disavow any errors unless they make us look better or smarter.
Rey TreviƱo [00:00:00] And high ticket sales. ABCs are the most important, and any salesperson already knows that means always be closing. But is that right? Letās talk to an expert on this episode of The Crude Truth.
Rey TreviƱo [00:01:28] Well, hello again and thank you for tuning in for another episode of The Crude Truth. As we continue to power on into 2024 again, I do hope everybody is just, you know, winning and having just such an epic year so far. But sometimes we do all fall off a track, as weāre already getting into the end of the first quarter of the year and we got to get back on on track. And sometimes we think, how can we do that? Oh, letās just get rid of it and not even focus for the rest of the year. But thereās plenty of time. And today Iāve just brought on a great guest thatās going to help all those sales individuals out there today. Just get back on track. But first, Iām also excited to say that I brought back my co-host again, life coach and entrepreneur. Kristy Kerns, Kristy, how are you?
Kristy Kerns [00:02:14] Iām amazing. How are you.
Rey TreviƱo [00:02:15] Doing? Great. Itās a good day. A little rainy as we shoot today, but. But but thatās okay. Itās nice and warm here in the in the Dallas studio, so we canāt complain. Kristy, thank you so much again for coming back on. And Iām just so excited about our guest. Our guest today is somebody thatās a high ticket sales, coach, high ticket entrepreneur. And, does that in a way, thatās what she is. Our guest today is Keeley Hubbard. Keeley, how are you?
Keeley Hubbard [00:02:43] Iām excited to be here. Thank you for having me.
Rey TreviƱo [00:02:45] Weāre excited to have you. I tell you what, Iāve already learned so much this morning in our our pre meeting our our poor pre-production meeting. That edge of that isnāt funny how much Iāve already learned this morning. So so thank you. Thank you so much. I had an opportunity. I havenāt met them yet, but I saw you on somebody elseās podcast a couple months ago. And you were talking about high ticket sales, and, you know, if Iām saying that wrong, please let me know.
Keeley Hubbard [00:03:08] Your spot on.
Rey TreviƱo [00:03:09] Oh. Spot on. Okay. But itās a career for you, and you are a coach of this. And that was why I asked, you know, Kristy, come back on being a coach. I know I donāt always ask the best questions when it comes to that. Some people say Iām coachable.
Keeley Hubbard [00:03:23] But weāll let Kristy to be the judge of that.
Rey TreviƱo [00:03:27] But, you know. But no, for everybody out there thatās listening or watching today, thank you all, as always. But can you tell us a little bit about you?
Keeley Hubbard [00:03:35] Absolutely. So Iāve spent my whole life in sales for at least half of it, about 18 years, and I absolutely love it. Iām one of those people that is obsessed with sales. Iām obsessed with teaching it. And my wheelhouse is really for people. When we say high ticket, that means if it requires a conversation to close a deal, thatās my jam. And most of the business owners that I work with, most salespeople that I work with donāt like the typical sales approach. Like they feel gross about it, slimy, like theyāre being manipulative. And but, you know, if weāre not talking about our business, we wonāt have a business. So weāve got to get out there and weāve got to sell. So I teach it in a way that is authentic, that makes you feel like youāre truly serving the clients that youāre working with. And Iāve got kind of a niche space within real estate raising capital. So helping people learn how to have conversations with investors where 6 to 7 figures is transacting across the table to get big real estate deals closed. So thatās one of my passion industries as well.
Rey TreviƱo [00:04:29] Wow, I like the way you said that. Itās like, you know, if youāre not talking about your business, I mean, like anytime you are talking about it, it is sales. You know, what made you want to get into this? You know, you say itās your passion. Where did this come from?
Keeley Hubbard [00:04:41] I started selling when I was 16, so. And I was selling very high end swim lessons at the swim school, and I got my first taste of commission checks, and I was the top performer at the swim school, and I was training other people, like at a very young age. Iām like, wow, this is pretty cool. So what else can I. Well, thatās very expensive. Where the commission checks are bigger. And so I just built a career in financial education for a very long time. Climbed the corporate ladder there. Was very successful, took my sales process, brought it to corporate. It was a franchised organization, and we implemented it and grew the company from 40 million a year to 220 million a year run rate in about three and a half years, and did it in a way where people, still didnāt blast us on Google because we had horrible salespeople. They wrote great reviews on Google, and they really loved the experience they had, which was the most important thing to me. And I think, like most people that are in corporate for a long time, at some point you kind of get burnout. I was traveling 23 days a month and I just left. I was like, I need a I need a break, I need a reset. Iām going to start my own coaching firm. And I started that in 2017. Okay. Yeah.
Kristy Kerns [00:05:45] Thatās amazing.
Rey TreviƱo [00:05:46] I think. So I mean, you talked about I like I said, when you were 16, you got your first commission check. Again, Iām not a salesperson. I, I canāt close to save my life and a lot of stuff. But. I always feel that a sales person can make the most money. I feel like it should be unlimited. Itās like because if theyāre making money, that means the company is making money. At least that shouldnāt be. So thatās why I always think of sales. Itās something thatās amazing, and I think that skill is transferable when you can actually sell. You know, as the old cliche, you know, I used to an Eskimo. I think youāre youāre just really, really doing something there. And, the high ticket sales part of it, you know, in the one gas industry, thatās all it is inside ticket sales. So weāve got guys that are, you know, trying to move six, seven, nine figures. And of course, you look at all the mergers and acquisitions that are going on right now in the oil and gas industry. I mean those are what whatās 1,000,000,010 figures, right? Yeah. 910. Yeah. Those are ten figure deals. Somebody is making something wrong for them. So thatās always a great thing. You know what made the high ticket sales be what it was for you?
Keeley Hubbard [00:06:54] Well, you know, my family bought a franchise and financial education, and that was really when I was thrown into what I would call high ticket, because what I was doing before that wasnāt really high ticket sales. But this was, you know, education packages that were 15 to $75,000, B2C sales. So business to client relationships, thereās a lot of money for an individual to spend or invest in their education. And this is really where I found my skill set and really honed it and developed it. And I had the luxury of, not being able to play small because it was a family business and everybody was I was the only sales rep. Everybodyās on payroll. Everybodyās depending on me to close deals, to make payroll picture. Everybody can have a good life. So I had the luxury of not being able to, like, play small. And I really had to figure it out. And thatās really where my I feel like I developed the best communication skills, the best sales skills, obviously being in the financial industry. And I went on from there to raise private capital, and now Iām at real estate and it all ties together. But thatās how it started.
Rey TreviƱo [00:07:53] It does. I like how youāre talking about one. It all ties together, but itās like, you know, when youāve got to eat, itās amazing. You know what kind of work you can actually do, right, Kristy? I mean.
Kristy Kerns [00:08:02] So true. So true. I have a question for you. You said that you obviously teach people high tech. How do you, start your process in a sense? Do you do mindset? What if theyāre not? They donāt have their network. How do you teach somebody to grow that process?
Keeley Hubbard [00:08:17] Itās great coming from a life coach. You understand the sales is I would say if you had to give it a ratio, it is 80% mindset, it is 20% mechanics. And when I was in corporate, I had teams that are about 600 sales reps, a lot of directors in there. Right. So Iām not directly managing that many people. But I knew when one of my reps was struggling, there was something going on between their years that was the issue. And if we donāt fix our belief system and what we believed to be true about ourselves, our market, the economy, our prospects that are coming through the door, it doesnāt matter what techniques, you know, itās not itās not going to work. So, I started a lot of my coaching sessions off. Where does anybody need a head check? And so and I have a lot Iāve created a culture with my, you know, my group coaching clients that are like, yes, Iām really struggling today. And I noticed that when theyāre in the middle of something thatās high stakes, right? Theyāre raising 10 to $15 million of capital to get a deal across the finish line. Thereās often times where they start doubting themselves. And so we have to tackle that first, which I know you understand Kristy very well.
Kristy Kerns [00:09:12] Yeah, thatās what I love, that you tap into that. Itās so important that you do that for them. Yes.
Rey TreviƱo [00:09:16] Wow. Iāll be the the headset minded in that as you talk about that when people are because itās 8020 and of course is that rule. Letās talk about rules that maybe cliches, you know, the 8020 rule, which is, you know, 20% of your, of your sales team actually does 80% of the sales. Is that is that a true cliche?
Keeley Hubbard [00:09:35] It was when I was managing sales teams. And but that doesnāt mean that you get rid of the other 80%, right? Youāre going to have 20% that are your thoroughbreds, if you will. Theyāre going to drive the majority of the revenue. And I think weāre a lot of sales managers and business owners make a mistake because they expect all of their reps to perform at that level. So the key is making sure that your lead distribution is allocated appropriately. If youāve got heavy hitters that are creating the majority of your business, we got to make sure that we are loading them up with leads, and weāre not wasting a lot of money and marketing cost and opportunity cost with maybe your you know what I want to call em B and C team players, but your sales reps are not closing a time.
Rey TreviƱo [00:10:13] Right. And then, the one I led with there in my teaser this morning was, ABCās always be closing. You know, I think it was that, you know, I think of all the salesmen with the one with Alec Baldwin, the one with, I mean, even The Wolf of Wall Street. And itās like, you know, you always, always be closing, you know? Is that true?
Keeley Hubbard [00:10:32] This is going to be counterintuitive to probably what most people have heard. I would say a big fat no, because what it does is it like creates this environment. It gives fuel to the sales reps in the worst way possible, where theyāre out there like wheeling and dealing and being salesy. And people hate that. Like people cannot stand salespeople, like we have such a bad reputation. So I donāt like theyāll always be closing. My whole theory on closing is itās not my job to convince justify, persuade any. Into making a decision. I will guide them, but Iām going to let them close themselves. And so the close happens organically because of the process that was in place. And most people donāt have a sales process, which is why they struggle. They pitch and they push. Yes, thatās their strategy.
Kristy Kerns [00:11:14] Exactly.
Rey TreviƱo [00:11:14] They pitch and they push. So I guess that is one recommendation is a creative process. And thatās something that you probably help out with. Yes. You know, another question I wanted to talk about is, you know, here we are now, weāre already into the New year. And all salespeople, you know, have this goal and they want to go with it. And then probably by the end of the month, you know, by the end of the first quarter, theyāre theyāre just theyāre like, oh, my God, I didnāt do it. That means I can do it for the rest of the year, you know? Is that true? Meaning they turn it around. And if so, can you give some advice on how they can?
Keeley Hubbard [00:11:48] They absolutely can turn it around. And, Kristy, I already know that you being a life coach and a performance, could you understand this? But itās one of my own. Coaches said they donāt serve champagne at pity parties, so donāt stay too long. And Iām always like, you know, you can throw a fit. You may have a bad day, a bad, you know, week, but donāt let it turn into a bad quarter. And when we internalize the failures and our roles that we play in life, one of our roles is being a sales rep or a business owner. And if we internalize a failure in our role into Iām a failure, thatās where we start spiraling. And so the key is keeping those two separate, what you believe to be true about yourself and the roles that you play in your life. And so something that I tell a lot of my, guess I call them capital raisers is the the belief that Iām a fourth quarter champion. It doesnāt matter what the scoreboard looks like, I always find a way to win. And when you believe that about yourself, you follow through with the actions that are required to always win.
Kristy Kerns [00:12:45] Even a failure is a win. Yes. So so true. I love that. That is amazing.
Rey TreviƱo [00:12:51] Wait. No. I feel like Iām just getting hammered right now. You know, like I said, Iām no good at sales. Like, letās do it. You know, unfortunately, here I am with with you two lovely ladies in April. All I can think about is, like, Roger Staubach back in the day and was always coming back from fourth quarters. When you talk about your high ticket sales, individuals, the ones that you see that are just, exceeding expectations, what is it about some of those individuals that, that theyāre doing also that, that elbow.
Keeley Hubbard [00:13:18] A lot of itās their mindset like weāve talked about obviously they believe theyāre winners so they keep winning. The other key thing is they execute. And what happens in a conversation is, you know, what youāre supposed to be doing. Like, you know, the questions youāre supposed to be asking. You know, the things that youāre supposed to say when the stakes are high and the sales reps that actually execute on what Iām asking them to do or the ones that succeed. And I always, I always hear theyāre like, man, Kelly, I tried what you told me to do and it worked. Iām like, I know, imagine that. And Iām telling you, like, Iām teaching you through all the deals that I lost in my sales career. Donāt make the same mistakes. I promise you it works. But itās the ones that execute even when itās, like, uncomfortable. Like, yeah, I donāt really feel comfortable asking that question. Like, you donāt have to like it, but you got to do it at the more know. Yes. And the more they implement it, the more theyāre like, wow, this stuff, it really works. So itās execution. Itās a big piece of it.
Rey TreviƱo [00:14:05] Go for the no.
Kristy Kerns [00:14:06] Yes thatās true. Yeah. Three second rule and go for the no is by far has been helpful for so many people.
Rey TreviƱo [00:14:13] Whatās the three second
Kristy Kerns [00:14:16] 123. Go. If you want to say something do it. Yeah. No I shouldnāt, because after three seconds youāre doubting yourself and youāre not going. Oh so one, two, three. You want to say something, say it. If not, youāre going to get in your head and not do it.
Rey TreviƱo [00:14:29] I love it, man. Look at that. I mean, this is awesome. Thatās why I love doing this show. Because, sometimes I think if you do, the one, two, three canāt go wrong with just the truth. Like you need to say it or else you know what? Youāre not going to do it. You are you you are in, in real estate. She is. You are as a as a joke about Roger. But words here. But you are in the high end side of those things, you know? Howās our market doing right now?
Keeley Hubbard [00:14:54] It depends on the asset class. Thereās. Okay. Yeah, there. But when.
Kristy Kerns [00:14:58] I ask you, I.
Rey TreviƱo [00:15:00] Should put that question.
Kristy Kerns [00:15:02] Brady said go roller grenade out there.
Keeley Hubbard [00:15:05] Commercial real estate struggling primarily because of interest rates. And thatās what Iām in. We donāt struggle as much on the development side, and Iām sure you understand this too. But weāre taking, you know, raw land, building large scale, mechanized vineyards. And then our investors are sharing and profits from harvest. We are super cash heavy, so weāre not taking on a lot of debt. The debt weāre taking on is very low leverage. So weāre not really impacted by this volatile interest rate environment as much as other asset classes. Thereās kind of the saying right now in commercial real estate survive till 25, but I think weāll get some reprieve this year.
Rey TreviƱo [00:15:37] Iām going to go I till 25. Okay. You may have heard that one. I havenāt heard that one. I donāt know. You mentioned vineyard. So what kind of real estate are you into? Letās talk about that.
Keeley Hubbard [00:15:49] Yeah, I love land. Iām a seven generation Texan. Iām one of those crazy Texans that loves Texas.
Rey TreviƱo [00:15:55] Right about here.
Keeley Hubbard [00:15:56] Yeah. And we, you know, thereās a huge opportunity in the state. Texas is a $20 billion wine industry. Most people donāt realize that. But we, we take Raleigh and we plant mechanized vineyards, which is basically how California runs their vineyards, is just Texas is 20 years behind in how they operate vineyards. And so thatās very like high cost, because they use a lot of hand labor where we can operate a 350 acre vineyard with three people and really big machines. And so nobodyās done it because itās expensive. Itās a $9 million project. Thereās no way to, like, dip your toe in the water for 300 acres. 9 million. So most Texas farmers are like, probably no. If I want to see if I can try that, if thereās no way to minimize the risk. Yeah. So weāve, our partners have been doing this for eight years with their own vineyard, and thereās a huge supply gap is on off wine grapes, which is why we got into it. Weāre like, weāre going to fill the supply. Yeah. Oh.
Kristy Kerns [00:16:44] Wow. Oh, yeah.
Rey TreviƱo [00:16:46] We may have to chitchat up this up there. Thereās a thereās a supply, Jack. Economics 101 supply demand. That means even the crappy ones might be going up in price one day soon, and theyāll all be fancy. I donāt know what made you say to yourself a generation. So how long have you all been doing this? Exact with the wine?
Keeley Hubbard [00:17:06] Well, we got into it three years ago, but our partners are generational farmers, and they reached out to us and said, hey, can we want to fill the supply gap in Texas? But weāve never branded anything brought in investor capital. My my fatherās run six companies. They wanted his financial background and experience. And so, but we connected through a podcast in the real estate space. Oh they yeah, they were they were like, I got we got to talk to you guys. We want to partner. And thatās really where it came about. My dad was going to put vineyards on the family ranch, just like you would run cattle, you know, plants and vineyards just to help make the land payment or pay the taxes. And so they heard that and that, that literally my dad just saying that is what do you do in your free time is what created the. Phone call and then a partnership, and weāve been doing it now for three years.
Rey TreviƱo [00:17:48] Well, you kind of, you know, maybe share it, but thatās kind of what I was just saying, you know, itās like 300 acres to re carve off, maybe, and give it a go. I mean, you know, we got it to. Thatās what I always he can, because, you know, one thing that Iāve read, you know, which church? You know, weāre shooting on a Monday. So I did church yesterday, and I definitely heard the word wine in the Bible once or twice. So I donāt think wine is going away anytime soon. No. And I think itās also cool. I want to tie in, spirits real quick. That how Texas is now? Just doing so well with wine. I didnāt know that. I know we have vineyards, like here in North Texas and of course down in the, Fredericksburg area, but also in those same areas. A lot of whiskeys now. And stuff that weāre doing is because of the rocks. These they are a lot like the Tennessee and Kentucky rocks. And so weāre winning world wars. They are also now. So I thought, thatās pretty cool. I didnāt know that wine in Texas is, you know, just blown up.
Keeley Hubbard [00:18:43] And most people donāt realize it. You just because we consume all of our wine in state. So people outside of Texas Iāve never heard about I know Iām are yāall I wonder what itās like. This is really heard about it. You know, itās a huge opportunity.
Rey TreviƱo [00:19:00] Iām sorry, I love it. I mean, but. Yeah, South side of Texas, we never think about, like, we just drink our little Texas wine too much, and we got we created a $20 billion industry on it, and God bless us.
Keeley Hubbard [00:19:11] Thatās thatās exactly how we feel too. Yeah I think yeah.
Rey TreviƱo [00:19:15] Right. Oh my gosh. So what are yāall excited about for 2024. Like here here you had the saying you know survive till 25. But but what is it that youāre telling your your, your team, you know, that youāre coaching right now or anybody that do the real estate game that, that, that youāre working with right now, what do you tell them? You know.
Keeley Hubbard [00:19:32] Nowās a great time to be, you know, gathering investor capital like thereās so much money ready to move. People are tired of not achieving their returns by having all their money in the stock market. Theyāre tired of the instability and the volatility. And so thereās a lot of investors that have money that are looking for trusted operators and, you know, places to put it. So it didnāt matter whatās happening in the economy. It is always a great time to grow your business. I was at a conference sales conference back in 2010, maybe. And Iāll never forget what this owner said of his business. They brought him on stage, they were interviewing him and they asked him, theyāre like you. Ten Extra business in 2008. In 2009, in the midst of a recession, and theyāre like, whatās your secret? And he said, Iāll summarize it in one line. I simply refused to believe we were in a recession. Exactly. And thereās so much of that that applies to whatās going on right now.
Rey TreviƱo [00:20:21] That is so true. You know, I never, you know, again, I enjoy talking. And Iāve told this to Kristy so many times, like hearing other people say things like, Iāve done that, but I never relate those things because I donāt, I donāt Iām not the best communicator or get, you know, out again. And so you talk about that in 2020 during the downturn in the only gas, you know, we actually tripled in size. You know, we had a lot of people that went under and the only gas and was like, hey, weāll pick that up, weāll pick this up. And other than, you know, shutting down an office, you know, that was it, you know, and, so, yeah, itās like we really did our best to continue to move forward and pretend like Covid wasnāt there. Might is wearing a mask. Weāre out. You know, I.
Keeley Hubbard [00:21:04] Love that youāre proof of.
Rey TreviƱo [00:21:05] It. Yeah. I never thought about that.
Kristy Kerns [00:21:07] Be the buffalo in the storm.
Rey TreviƱo [00:21:09] Yes. Have you been. Thatās been a big thing lately.
Kristy Kerns [00:21:12] The big thing?
Rey TreviƱo [00:21:12] The the buffalo. You see, the buffalo like buffalo goes head into the storm. They like they donāt they donāt win it out or anything like that. Itās going to figure it out. And they go into.
Keeley Hubbard [00:21:21] I love that.
Kristy Kerns [00:21:22] Do You know why?
Rey TreviƱo [00:21:23] Because theyāre Smart.
Kristy Kerns [00:21:24] No, no because if you go into that storm and not turn around, youāre going to get through it quicker. If you turn around than the stormās going to youāre going to love that. Itās going to follow you.
Rey TreviƱo [00:21:33] Oh yeah. Well, yeah, I like that.
Keeley Hubbard [00:21:38] I like that. To be the buffalo.
Rey TreviƱo [00:21:39] I do like a good buffalo succeeded burger. Theyāre good things. But no they are awesome in there. But just the creature. So Iāll say that. But no, that has been something going around right now. And it makes total sense and also makes me think of that funny, goofy, country song. You know, if youāre going through, you know, keep going and, you know, get right possibly, you know, the devil might not even know youāre there. I think itās the way it goes. Kelly, for everybody out there that that is had a great opportunity today. You know, how can they find you especially on, on the coaching side of things? Because God knows, we probably all want to be better in 2024. Excuse me, as our sales go on. So how can people find you?
Keeley Hubbard [00:22:21] Yeah, Iām the best way is my website Keeley Hubbard.com. Iām also very active on LinkedIn. So if you shoot me a message on LinkedIn, you will probably get a voice message response from me. But I would love to connect okay.
Rey TreviƱo [00:22:32] All right. Well again, Kelly, I cannot thank you enough for coming in. And to anybody out there that does have any other sales questions, youāll reach out to me and I can we can pass them on to her and we can even ask them, or whatever, because God knows. We all need to be better with our communications, and it sounds like thatās really just what it is. Right, Kristy, you just being a better communicator. And I did like how she also said like, hey, you know, you donāt want to. I like to I like to report today about where you were talking about, you know, youāre not trying to close the person, like, let them do it themselves. You just want to tell them all be good and good about it. And I guess about two. Right. Do you want to share that?
Keeley Hubbard [00:23:06] Oh yeah. Yeah, yeah. Because if you donāt, they donāt trust you.
Rey TreviƱo [00:23:09] Yeah okay. Okay. Well thatās the Crude truth right there I mean myself. Oh well thank you again. Thank yāall both very, very much for coming on that. Thank you to all our listeners out there. And weāll see you again on another episode of the Crude Truth.
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