When I started my entrepreneurial journey, one of my biggest hurdles wasn’t building a product or finding clients—it was selling. I used to associate sales with pushy tactics and manipulation. Just the thought of pitching my services felt, well, icky.
But over time, I realized that sales didn’t have to feel that way. In fact, I now see selling as one of the most empowering aspects of my work.
It’s about connection, empathy, and solving real problems for real people. If you’ve ever struggled with selling, I hope my journey inspires you to see it differently.
1. Sales is Helping, Not Selling
Here’s a mindset shift that changed everything for me: Selling isn’t about convincing someone to buy something they don’t need. It’s about helping someone solve a problem.
Let me share a quick story. A while back, I was invited to appear on a podcast. The host wanted me to talk about my approach to coaching women in tech who were ready to leave their corporate roles and build scalable businesses. I happily shared my insights and explained how I help my clients gain clarity, create actionable roadmaps, and launch profitable businesses.
After the interview, the host reached out to me. She said, “I need this. I need someone to guide me like you guide your clients.” Without a single sales pitch, she became one of my business coaching clients.
Why? Because I wasn’t trying to sell her something. I was trying to help her create value for her podcast audience. And in the process, I demonstrated the value of what I do.
Action Step:
Reframe how you think about selling. Start by asking yourself:
- How does my product or service improve someone’s life?
- What problem am I solving?
If you don’t communicate the value of your offer, your potential customer stays stuck with their problem. That’s a disservice to them—and a missed opportunity for you.
If you’re unsure what your audience truly needs, my free Customer Interviews Guide can help you ask the right questions and uncover valuable insights.
2. Let Your Clients Tell the Story
One of the biggest lessons I’ve learned is this: The best sales pitch often comes from your clients, not from you.
Take Giuliana, for example. She was an ambitious entrepreneur with a SaaS idea but was struggling to nail down her niche and messaging. When she started working with me, we focused on understanding her ideal customers, testing her ideas through interviews, and crafting a clear, actionable strategy.
The result? Giuliana gained clarity, signed her first leads, and used their feedback to fund the development of her prototype. Her transformation became a story I could share, showing potential clients the tangible impact of my coaching.
When you focus on helping your clients succeed, their stories become your most powerful marketing tool. People connect with real-world examples of how your product or service works. They want to see the results, not just hear about them.
Action Step:
Highlight your clients’ success stories. Here’s how:
- Ask for testimonials that focus on specific outcomes.
- Share case studies in your marketing to show what’s possible.
- Let your clients’ experiences speak for the value of your work.
When you help people achieve real results, your reputation grows organically. And the more stories you share, the more potential clients will see themselves in those successes.
3. Empathy and Clarity Through Connection
Selling becomes easier—and more authentic—when you genuinely understand your audience. That’s something I’ve experienced firsthand as a business coach.
Over the past few years, I’ve had conversations with over a thousand women in tech. Many of them reached out to me in DMs on LinkedIn, sharing their struggles and aspirations.
Through these interactions, I gained deep empathy for their challenges: juggling demanding careers, longing for more freedom, and feeling unsure about how to take the first step toward entrepreneurship.
These conversations didn’t just help me understand their pain points. They also gave me clarity about how to position my services. I wasn’t just selling a coaching program—I was offering them a way to reclaim their freedom and build something meaningful.
What made the difference? Immersing myself in their world. By listening, engaging, and making them part of my life, I was able to create offers that truly resonated.
Action Step:
Surround yourself with your audience. Here’s how:
- Spend time interacting with your target customers on social media or in forums.
- Pay attention to recurring themes in their questions, frustrations, and goals.
- Use this insight to refine your messaging and align your offer with their needs.
If you’re unsure where to start, my Customer Interviews Guide provides a step-by-step approach to engaging with your audience and uncovering actionable insights.
Shifting Your Sales Mindset: A Summary
My journey from feeling “icky” about selling to feeling empowered wasn’t overnight. It took time, reflection, and a lot of real-world experience. But the transformation was worth it—not just for me, but for the clients I’ve been able to serve.
Here are the three mindset shifts that made all the difference:
- Sales is Helping, Not Selling: When you focus on solving problems, sales becomes a natural extension of your work.
- Let Your Clients Tell the Story: Your clients’ success is the most powerful proof of your value.
- Empathy and Clarity Through Connection: Deep understanding of your audience builds trust and helps you create offers that resonate.
Your Turn: Take the First Step
If you’re struggling with selling or feel unsure about how to communicate your value, start by shifting your perspective. Sales isn’t about pressure—it’s about connection and service.
To help you get started, I’ve created a free Customer Interviews Guide. This guide will show you how to uncover your audience’s needs, so you can build authentic connections and create offers that truly serve them.
Download the Guide Here and take the first step toward transforming your sales mindset.
Your audience is waiting for the solution only you can provide. Now’s the time to show them how you can help.
