If you don’t sell, you don’t have a business. Let’s fix that.
Let’s just say it out loud: You hate selling.
You’d rather redo your website for the fourth time, reorganize your inbox, or clean your bathroom with a toothbrush than get on a sales call. I get it, and I see you. But here’s the thing — and I say this with love — that is broke behavior.
You have a gift. You built a business, and you’re hiding it like it’s a secret. Nobody’s going to discover you. This isn’t Hollywood. You have to sell. Let’s talk about how to do it without wanting to crawl under your desk.
The reframe that changes everything.
Selling is not something you do to someone. It’s something you do for them.
It’s not convincing, and it’s not strong-arming. It’s getting in there with people and helping them invest in themselves. Here’s the truth: When people don’t invest in themselves, they stay stuck. If you’re backing off politely and saying, “Oh, I get it, no worries…” you’re not being kind; you’re letting them stay stuck.
Here’s what “I’ll think about it” really means: I’m scared, and nobody’s called me out on that yet.
You can be that person. That’s not pushy — that’s coaching.
You ask tough questions in your sessions every single day.
So why aren’t you doing it in your sales conversations?
Treat every discovery call like a coaching session.
Stay curious. Stay in it.
The best sellers don’t close people. They wake them up!
Stop saying this. Say this instead.
Where do most coaches leak money? In how they respond to objections.
You’ve been trained to be accommodating, and to back off when someone pushes back.
Stop that behavior!
When someone says: “That’s a lot of money.”
Don’t say: “Let me work on a discount for you.”
Say instead: “What are you comparing it to? Because compared to staying stuck, it’s a bargain.”
When someone says: “I need more time.”
Don’t say: “No worries, take all the time you need.” (That’s you letting them off the hook.)
Say instead: “What do you need to feel ready? Because ready rarely just shows up on its own.”
When someone says: “Can you send me more info?”
Don’t say: “Sure!” and disappear into their inbox.
Say instead: “Sure — but what question isn’t answered yet? Let’s go through that right now.”
When someone says: “It’s just not the right time.”
Don’t say: “Totally fine, I get it.” (You just gave up.)
Say instead: “If not now — honestly — when? And what changes between now and then?”
When someone says no and you say: “Let me know if you change your mind.”
You will never hear from them again.
Say instead: “What does another six months of this actually look like for you? What is it costing you? Let’s name that number.”
See the pattern? Every single one of those pivots keeps you in the conversation. Because the sale doesn’t live before the conversation or outside of it — it lives inside it. That’s where the magic happens.
Your homework (just 1 thing).
I’m not going to give you a 12-step system. Just one thing.
Think of one person who’s been circling your orbit.
Someone who came to your free call.
Someone who DM’d you and then disappeared.
Someone who keeps liking your posts but never takes the next step.
Reach out to them today.
Not with a pitch deck. Not with a brochure. Not with a carefully crafted sales sequence.
With a real, human question about the thing they actually care about:
“Hey — I’ve been thinking about you. What’s going on with [that thing you mentioned]?”
Start the conversation. That’s it. The rest unfolds from there.
You built something that people actually need. Stop being coy about it. The world doesn’t need another coach hiding behind a beautiful website and a perfectly curated Instagram. It needs you, in the conversation, asking the uncomfortable question that nobody else will ask.
That’s selling, which looks a lot like coaching.
Now go sell something.
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