Teaching The Art of Successful Selling: Kate Hore-Lacy, Sales Coach and Mindset Mentor

She’s known to some as ‘The Sales Yogi’. Based in Sydney, Australia, Kate Hore-Lacy is actually an award-winning sales coach and mindset mentor who has made it her personal mission to help passionate, creative people reach more of their target market.

We recently sat down to have a short chat with Kate and we just couldn't help but be fascinated with her interesting insights. If you’re a business owner who’s never excelled at selling, you’ll want to pay close attention to what she has to say. 

What was the career path that led you to your current position?

I went for NIDA (National Institute of Dramatic Act) which is where Mel Gibson studied years ago. Missed out just by a little bit, like about 3,000 people went to this acting school. I later fell into a sales role. I applied myself and I did fairly well until I got life-changing sales mindset mentoring and then I quickly rose to the top of the company.  I was promoted to be a Victorian state sales manager and I hired and trained people from there. 

Then I got a break to become a professional singer after I’d been in sales for some time. I did about 1,500 gigs and I wanted to do something more. I had run my own business before and I prayed for my next best step and within a couple of days, one of my best friends who owns a marketing agency said, “Kate, I hate sales. I wish I didn’t have to do it. I spent $5,000 on this lodge.” I think she had 22 sales conversations, not one of them said yes. So that was my sign to start training her and I helped her and she did very well very quickly. 

That’s when I discovered that there are a lot of smart people who are great at what they do who just don’t know how to sell. So I help good people to make great money through better sales.    

How would you describe your leadership style?

I am encouraging but firm. With my team, which is only really one other person, I set boundaries around when and how they can contact me. I am good if they make a mistake as long as they’re honest about it. I don’t chastise them too much. I’ll just kind of take that on as an issue with my communication and I’ll explain it more carefully. 

I’m also quite encouraging. I really see the best in people, in what they’re doing, and really focus on bringing that to the full. With my small team, I’m also all about career progression and advancement, helping them to grow into bigger roles.  

What are the core values of your brand and how do they reflect your own?

The #1 core value of my brand is integrity and it’s my #1 value as a human being as well. I guess it’s shown across my brand. My videos are quite authentic. Like I won’t pretend that I’ve got it all together all the time. I‘ll talk about my struggles and how I’ve overcome those and what is working well for me now. Again, it’s very encouraging but it’s all about authenticity, transparency, and integrity. 

That is right through my whole business - from how I train my employee. I’ve just taught him he can do anything wrong, as long as he leads with integrity, it’s all okay. Pretty much the only deal breaker in our business relationship is if integrity is broken. And it’s also how I teach sales: it’s got to be integrity-based. I’ve got to actually believe in their program, product, or service to actually say “yes” and work with them. If I don’t get it or believe in it, I send them somewhere else because I have to get behind it to help them really get it out there because I know it’s going to help people.     

Some other bits of my branding are kind of vivid, bright, and fun. That kind of vibe runs right through my branding and that’s how I like to make my coaching as well. I like to make it fun and energetic. People should get off the call each time feeling inspired, energized, confident, like “Yes, I’m ready to do this!” That’s right through my branding - from my company colors to how I coach. 

I guess now with online marketing, people are trying to remove themselves from the sales process. It’s just not possible. 

Messaging is becoming so key. It helps you talk about who you are, what you do, who you help, how you’ve helped them, the struggles those people are facing, what they urgently want, and how you can help them get less of what they don’t want and more of what they do want. I love helping people with their messaging and that will connect right through from their LinkedIn profile, for example, to their funnel, to their sales page, and so on.

People can sometimes avoid having to do one-on-one selling altogether. Messaging is an important part of modern selling online and I teach people how to do that. 

However, I still think there is an important place for speaking to people one-on-one, whether it be in person or over Zoom. And so they still need to have a decent integrity-based sales process, especially for high-ticket items, programs, or services. I think there will always be a place for that, with most businesses.    

What challenges does your business face going forward?

It’s the same as most businesses. It’s just when to grow, when to scale, and who’s the right hire. 

Also, time. There are so many projects I would like to get done. I’d love to have a YouTube channel. I’d love to have a podcast. I’m about to put on another LinkedIn lead generation summit, which is another big thing that has to get done.  

One of the best things I’ve done is to hire a virtual assistant and I know that I need to expand my team but it’s always “when is the right time?” and then every time you take someone on, it takes time to nurture that person. So I guess time is the biggest factor and issue for me as a business owner.

What are your main priorities and objectives?

My calling is to help people who are brilliant at what they do, people who just don’t like the sales process, who are struggling. They haven’t got enough leads, they aren’t making enough sales, and then they’re thinking about giving up if they’re down the track. Or maybe they’ve just started a business and they just don’t know any of that and they think they hate sales. 

My mission is to help those people get over their ‘sales phobia’, make sales, make more money, be more successful in the world so that good people can have more of a vote with our dollars. That means buying organic, supporting other great service providers, being involved in amazing communities, and giving to charity… I want to empower good people to make great money.  That is why I do what I do. 

How do you motivate your team and yourself?

Encouragement. I actually need encouragement myself because I’m a recovered perfectionist. Now I’ve got a little practice where every time I get a glass of water, I employ this tiny habit - which is from BJ Fogg’s book Tiny Habits. My current habit is to put my hand on my heart and say “I am enough”. 

That’s had some wonderful, profound effects. I just bought my dream home for $300,000 less than it should have been, even though the market is so competitive at the moment.  My relationship is stronger with myself, my team, and my loved ones. It creates wonderful, little, sudden shifts. I encourage myself and motivate myself - which I have to remind myself to do - instead of just “push, push, push” without noticing that I’ve accomplished something, congratulating myself for that.  

It’s the same with my team. I thank them every day. When I say them, it’s really only one person that’s full-time and I employ another couple of people every now and then. So yes, it’s through encouragement and gratitude that I motivate them and myself. 

How focused are you on new technology?

I’m not really a tech head. I am much better with technology now, I can do most technical things I used to pay people for - which is great to have the choice.   

Having said that, I work with a lot of companies that are spending big dollars for expensive tech they are not even using. You know, getting sold into using stuff like ClickFunnels before they’re ready to utilize it. They’ve got expenses coming month by month and it’s costing them money.

As a professional singer for so long, I learned to live pretty lean and spend money on things I need to spend money on. That’s how I run my business. I run it fairly lean. I love things that are of good value but still get the job done. 

I do look at new technologies and I’m happy to change over, like I recently joined Moosend as my CRM and they’re great. 

Overall, I am skeptical of new technologies because I know it’s other things that really drive the business - like messaging, marketing, and sales. That’s what I would advise other people to do, too. Don’t get too caught up in technology. Focus on those important business drivers.    

Can you identify one moment when your career path was clearly illuminated?

I think it was just when I realized that my friend, who is so smart, so talented, and so good at what she does, was struggling with sales. She owns a marketing agency. She’s a great communicator. She’s actually a writer.   

It was just astonishing to me that she didn’t know anything about selling. She’s saying “I can’t sell” but she’s never had any training at all. The thing was I got training from such a young age, as a teenager, so it’s in my bones now. It’s been part of me for so long. 

That’s when it was just a real “aha moment” - a real shock to me - that so many business owners have invested so much time, money, and energy in their business and they think they can’t sell but they’ve never had any training. It’s like saying “I hate French, I can’t speak French” but how can you learn if you’re not having any lessons? So that’s what was clearly illuminated for me - that people really need help with this.  

Did you have a mentor who changed your life? How so?

Not really. I have learned a couple of things from a few people. I’ve had a few kind of expensive coaches but I’m quite pragmatic and I’m more “here’s how to do it” and I help people just get to the answer quickly.

I haven’t met a mentor yet who does that. I don’t love mentors who just ask me hollow questions because if I knew the answer, I would be doing it already. I just want someone to help me, really take me by the hand and say “hey, this is what to do” and that’s what I do. I’m waiting for a mentor like that. 

I think Shanda Sumpter is a great mentor but she’s like over 35,000 a year to work with. Hopefully, I eventually get to work with her. Not at this stage, though.  

How do you define success?

Success, to me, is growth. Like growing, moving forward. Success is balance, with balancing giving and receiving. Success is being the best you can be in any given moment, being present, and choosing gratitude regardless of whatever is going on. That’s success. 

Thank you, Kate, for sharing your amazing insights with our readers. For those who want to learn more, you can check out Kate-Hore Lacy Sales & Mindset Mentoring’s official website. You can also follow her on LinkedIn and Facebook.

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