Sales expert and podcaster Donald Kelly talks about practical sales training for small equine retailers. They dive into role-play as the most effective way to teach associates “what good looks like,” including how to handle the classic “I’m just looking” objection and use micro stories to build trust. Donald explains how to upsell ethically by focusing on solving customer problems, not pushing product, and how to compete with online price-shoppers through superior in‑store experience and expertise. They wrap up by exploring simple, concrete ways small retailers can start using AI to analyze sales data, optimize store layouts, and improve overall performance. Listen in...

WESA Retail Roundup January 19, 2026:

1. Host: Glenn the Geek, Host of Horses in the Morning
2. Facebook: Retail Roundup Facebook group
3. Guest: Donald Kelly, The Sales Evangelist
4. Presented By: Western English Sales Association

Time Stamps:

00:00 – Intro, show setup, Donald introduced

01:44 – Small retail sales training; role-play focus

06:32 – Handling “I’m just looking” and better opening questions

10:42 – Using personal/customer stories to sell

13:31 – Upselling mindset and Amazon-style “also buy” approach

19:55 – Competing with online price-checking via in-store experience

23:01 – 80/20 rule, difficult customers, and “fire your worst client”

26:39 – How small retailers can use AI (data, layout, training)

34:00 – Donald’s podcast/consulting info

35:31 – New podcast release schedule and closing