In this episode of Tell Us Your Story… Welcome to the Arena, we step into the arena with Kim Hummel, the founder of Hummel Consulting. Kim’s career spans decades of evolution in sales and marketing—from selling vacuums door-to-door at 14 to consulting with billion-dollar companies and eventually championing small businesses through her own agency.
This is a story of instinct, resilience, and an unshakable belief that things will always work out.
Growing Up in California
Kim was born in San Diego and raised across several cities in California, eventually landing in Santa Rosa where she spent her formative years. She was raised by a single mother alongside three siblings and describes her childhood as adventurous—with lots of camping, hiking, and backyard football thanks to her mom’s love for the outdoors and sports.
She didn’t love school but was a natural student, graduating with a 3.8 GPA despite cutting class regularly. “I almost didn’t graduate because of that, but I had really high grades,” she said. “I was lucky—I didn’t have to study much.”
Early Career Aspirations and a Shift in Direction
Kim originally pursued a career in criminal law, driven by a deep desire to help kids. But after a visit to the California Youth Authority, where she witnessed the challenges of working in such an intense environment, she pivoted.
She studied psychology in college and later developed an interest in becoming a columnist like Ann Landers, but life shifted again when she got married, started a family, and entered the workforce to pay the bills.
Sales From the Start
Kim’s sales journey began at 14½, selling Kirby vacuum cleaners door-to-door. She later sold cars after reconnecting with her father—who owned several dealerships—and found immediate success in a male-dominated industry. “It was a big boys club, but I was a natural at it,” she said.
She transitioned into software sales with Best Computer Supply, where she pitched and launched a software division. That eventually led to work with Pathlore, an early innovator in online education platforms. Kim sold to major clients like Boeing and Starbucks and helped develop enterprise-level learning systems.
The First Agency and a 12-Year Pause
In 1994, Kim launched her first agency with a print and mail partner in South Sacramento. They grew quickly, knocking on doors, building trust, and capitalizing on the rise of MySpace and Facebook. She saw the digital wave coming and helped businesses get ahead of it.
Then the 2008 recession hit. Marketing budgets evaporated. Kim sold her book of business and joined Eskaton as Director of Sales and Marketing. “People were stepping back and losing their businesses. It was a really bad time,” she recalled.
At Eskaton, she filled and stabilized a senior living facility and continued to support her clients part-time through the agency.
Relaunching After the Pandemic
In 2021, Kim formally relaunched Hummel Consulting full-time after leaving Eskaton. She recognized a gap in the market—especially in senior living and small business communities—and knew she could make a difference.
Her mission today is rooted in education and integrity. “People are selling themselves every day and they don’t even know it,” she said. “If people were educated at the beginning, they might not spend so much money on things that won’t work.”
The Work She Does Now
Kim focuses on small and medium-sized businesses—particularly those with $3,000 or more to spend on marketing. Her goal is to guide clients through what works, what doesn’t, and why. She often provides complimentary discovery sessions, outlining what business owners can do themselves before they even hire her.
“There are lots of ways that businesses can market themselves that they don’t even think about,” she said. “I just offer up what’s in my brain to help out.”
Kim isn’t interested in selling to people—she’s interested in making friends and solving problems. Her process starts with trust, and her impact is felt long after the first conversation.
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