Cover art for podcast The Humane Marketing Show. A podcast for a generation of marketers who care.

The Humane Marketing Show. A podcast for a generation of marketers who care.

100 EpisodesProduced by Sarah Santacroce, Entrepreneur, Humane MarketerWebsite

We've had incredible guests such as Dorie Clark, Mark Schaefer, Ian Brodie, Beth Buelow, Denise Wakeman and others share their inspiring journey.


Boost Your Sales Confidence

This episode is part of a 12 days of Christmas read-along of the Selling Like We're Human book, recorded in 2021.

The book follows a similar concept to what you're already used to here on the Humane Marketing show with the 7Ps of Humane Marketing and the Marketing Like We're Human book: we start with the being and then go into the doing.

The 3 parts of the Selling Like We're Human book are : Being, Knowing and Doing (compared to Rumble, Rise and Resonate of the Marketing Like We're Human book)

Today I'm reading a small section of Part 1 on BEING, Chapter 3 called 'Boost Your Sales Confidence:'



Excerpt from Selling Like We're Human, Part 1: BEING, Chapter 3: Boost Your Sales Confidence


Overcome the Expert Fear The second most frequently asked question, after your name, is probably “what do you do for a living?” From that short answer of what we do for work, others will make assumptions about our societal level, income, ambition, etcetera. No wonder people feel defined by what they do. In the entrepreneurial world, we make up our own job titles, so there is less comparison. But there’s still peer pressure, and often people get grouped into different categories based on the number of zeros in their revenue. I won’t get into my rant about the six-figure and seven-figure marketing headline club. I talk about that extensively in Marketing Like We’re Human.

Besides the income, there’s also pressure to “be an expert.” I admit, I even used it in my LinkedIn business, where my tagline was “I help you position yourself as an expert on LinkedIn.” What does that have to do with selling, you ask? Quite a lot. Picture this: your muscles tense up just a bit, you clench your jaw, you unconsciously hold your breath. If your child walked in the door right now, you’d probably shout at him, shut the door, and turn the key this time. You’re on high alert because you’re just about to enter an important sales call on Zoom. You’re in “expert” mode! Feel familiar? Maybe it’s just me, but that’s what many of my sales calls felt like when I was selling big LinkedIn consulting packages. I put so much pressure on myself and was afraid to lose face in front of my bigshot client. So How Can We Overcome the Expert Fear ?

According to Wikipedia, an expert is “a person who has a comprehensive and authoritative knowledge of or skill in a particular area.” Okay, that’s pretty impressive. What probably scares you is the word “authoritative,” which means a) Able to be trusted as being accurate or true; reliable, clear, authoritative information”; and b) Considered to be the best of its kind and unlikely to be improved upon. Fair enough, that’s pretty scary!

Reframing the discussion What if we replaced the word “expert” with “specialist”? It’s not as exclusive, and if you call yourself a specialist, it means that you specialize in this topic and have valuable knowledge and skills in this area. And this can be true even if it’s early in your entrepreneurial adventure. Because maybe you don’t have ten years of experience offering this type of service, but you have previous experience—maybe from a corporate career, maybe outside of work—that you can tap into. You may also have passions and interests which aren’t on your CV or your LinkedIn profile but which make you an interesting and well-rounded person that people feel attracted to. You don’t have to know absolutely everything, because of course there’s always room for improvement. And there’s room for that transparency in a sales call!

Bring More of You to Your Sales Transparency, vulnerability, authenticity, empathy . . . All these words, at their essence, have a common denominator: truth and sincerity. What people want now more than ever is the truth. They don’t want a fake version of you, they don’t want a cookie-cutter template approach, they don’t want to be sold to via a robotic-sounding script, and they surely don’t want your phony sympathy. What they really want is more of you, the real you. “How do I bring more of me to my sales, Sarah?” I don’t have all the answers, because only you can be more of you. Have you ever eaten an artichoke? Not one from the can, a real one. It’s that spiky thing that looks like a flower. You cook it in the pressure cooker and then you slowly work your way to the center, pulling off the outer petals one at a time. You can dip the leaves in olive oil and balsamic vinegar and then pull them through your teeth to remove the soft, pulpy portion of the petal. Don’t try to chew the petals. They are not meant to be eaten. Once you’ve made it to the center, you still need to remove the choke, a crown of pointy fibers that can literally make you choke, so don’t eat them. Hallelujah, you’ve found the artichoke heart! Sounds like a laborious journey, but believe me, it’s so worth it! Cut the heart into pieces, season it, and enjoy! The journey to find the real you is similar. You need to peel back the layers of outside influences, conditioning, and adopted beliefs before you find the soft center—your real, authentic you. Here are some reflections to discard some of these outer layers to bring more of you to your sales:

1. Stop comparing First and foremost, you need to stop comparing yourself to everyone else. “Hah! Easier said than done!” I know. I still catch myself mindlessly scrolling through LinkedIn, envious of other people’s inspiring posts; livestreams, which I can never get myself to do; and of course, my biggest procrastination: other people’s launches. But whenever I do, I catch myself much faster than I did a few years ago, and I remind myself that this person is not me. This person has a different personality, different way to recharge their energy, different definition of success, different business model, etc. Comparing yourself with other entrepreneurs is only fruitful when you classify it as research and do it for a good reason, like, for example, when you’re researching prices (we’ll get to that in Part Three).

2. Ditch the script There are thousands of templates and sales scripts out there. The entrepreneurs who provide them (at least most of them) have good intentions. They are trying to help you. The problem is, as we’ve seen in Emily’s story, it’s not really helping! So ditch that script right now. Discard that sales funnel template with the four cart-closing e-mails with the rest of the artichoke petals. People are sick of these predictable e-mail series that have been used for decades now. Instead, keep reading in order to give yourself the permission to bring more of you to your sales. And in the integration part, you’ll find some considerations on how to structure your sales conversation, but without making it a linear script to follow.

3. Take yourself less seriously Whenever I’m asked in a podcast interview what I would tell a younger version of myself, I say “Sarah, dear, please take yourself less seriously.”


It’s true. It’s maybe one of my biggest regrets looking back at thirteen years of business. I wish I’d had more fun. I wish I had felt less like I needed to prove something. I wish that I had understood earlier that I’m good enough and that showing up as I am is sometimes good enough. I think someone who can take themselves less seriously comes across as more confident, not less confident. Being more casual in marketing and sales is a sign of confidence. How can you take yourself less seriously in these situations? Maybe you share an embarrassing story that happened to you. Maybe you share with more vulnerability. Maybe you admit that you don’t have it all together 4. Have your values top of mind That’s it; you have arrived in the middle and discarded the choke. Now it’s time to focus on you! If you haven’t gone through the exercise of choosing your top five core values in a while (or never), I highly recommend revisiting it. You’ll find the full list of values in the Marketing Like We’re Human book or, if you prefer to do this exercise online, the Barrett Values Centre offers a free online version in exchange for your e-mail: Knowing your actual core values has merit on both personal and professional levels. And in sales, it will really help you with decision-making. I give you an example: Joy is one of my core values. So when I listen to my body and don’t experience a sensation of joy when talking to a prospect, I’d rather pass on the opportunity. It happened in 2019 when I was invited to be a LinkedIn trainer for a new offering for CEO’s. I said yes. But then of course Covid happened and the whole project got delayed. Then they reached back out early 2021 and invited me to a four-hour “let’s meet and brainstorm” session with the organizers and the other three trainers. At the time, I couldn’t say exactly why (well, other than the fact that I wasn’t excited by blocking out a whole afternoon without getting paid), but it just didn’t feel right. So after some encouragement from my business besties Valérie and Laurence, I took all my courage and called the guy to tell him I’d rather leave the opportunity to someone else. And I gave them the name of one of my colleagues who I know would be a better fit for this project. Thinking about this again now, I realize that it didn’t align with two of my core values: joy and curiosity. 5. Slow down the sale In order to have an authentic experience with the real you, we need to slow down—way down. “I’ve been on your mailing list for six months now.” I hear that all the time. Sometimes they’ll say a year. Trust isn’t built overnight. In order to really get to know you in this online world, you need to give people more time. It’s the exception to the rule that someone hears you on a podcast and immediately wants to hire you. And it’s rare that someone buys your signature program after just going through a few onboarding e-mails. That doesn’t mean you shouldn’t mention it, I think you should, but you shouldn’t feel disappointed if they don’t buy immediately. If we want people to make empowered buying decisions, then we need to allow them more time. The same goes for sales conversations. If your prospect needs time to think about it, then give them that time. Not endless amounts of time, because that wouldn’t be fair to you, but for example twenty-four or forty-eight hours. There’s so much more spaciousness when we don’t apply the pressure of time. 6. Go woo-woo


I truly believe that any kind of grounding practice helps your confidence with sales. Just like our oak tree from the Serene Garden is more stable thanks to its deep roots, you will also feel more grounded and confident. A regular grounding practice will help your body posture and your confidence. Whether it is yoga, prayer, breath work, chakra work, visualization, or meditation doesn’t matter. All of these techniques help you anchor yourself and deepen your connection with Mother Earth. So if woo-woo is your jam, I say bring more of that to your sales. Who says you can’t start your sales conversation with three deep breaths in order to be in the present moment and get rid of any money-related stress? These are just a few ideas on how to bring more of you to your sales. Find what works for you. Remember the artichoke analogy to peel back the layers of conditioning. And of course, the best way to find out is to “do the work.”

This excerpt is from Part One on Being, and from the third chapter called 'Boost Your Confidence'.

If what you heard today resonates with you and made you curious about the book, I invite you to get your copy of the new Selling Like You're Human book at You can also download the whole 1st chapter for free to see if it resonates.

And I'm also planting a seed about my 'Marketing Like We're Human' program that I'll run in its live edition starting at the end of January 2022. This is where we take all these concepts from the two books as well as the 7Ps of Humane Marketing to a much much deeper level in an intimate group learning experience. Find out more at

Get your copy of the 'Selling Like We're Human' book !

Get the new Selling Like We’re Human book HERE!

Sarah's Resources

(FREE) Sarah’s One Page Marketing Plan

(FREE) Sarah Suggests Newsletter

(FREE) The Humane Business Manifesto

(FREE) Gentle Confidence Mini-Course

Marketing Like We're Human - Sarah's first book

Selling Like We're Human - Sarah's second book

The Humane Marketing Circle

Authentic & Fair Pricing Mini-Course

Podcast Show Notes

Email Sarah at

Thanks for listening!


After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There’s no opt-in. Just an instant download.

Are you enjoying the podcast?  The Humane Marketing show is listener-supported—I'd love for you to become an active supporter of the show and join the Humane Marketing Circle. You will be invited to a private monthly Q&A call with me and fellow Humane Marketers -  a safe zone to hang out with like-minded conscious entrepreneurs and help each other build our business and grow our impact.  — I’d love for you to join us! Learn more at

Don’t forget to subscribe to the show on iTunes or on Android to get notified for all my future shows and why not sign up for my weekly(ish) "Sarah Suggests Saturdays", a round-up of best practices, tools I use, books I read, podcasts, and other resources.

Raise your hand and join the Humane Business Revolution.



Educational emoji reaction


Interesting emoji reaction


Funny emoji reaction


Agree emoji reaction


Love emoji reaction


Wow emoji reaction


Are you the creator of this podcast?

Verify your account

and pick the featured episodes for your show.

Listen to The Humane Marketing Show. A podcast for a generation of marketers who care.


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens