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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.


Manage Your Sales Energy

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 2 on KNOWING, Chapter 7 called 'Manage Your Sales Energy'



Excerpt from Selling Like We're Human, Part 2: KNOWING, Chapter 7: Manage Your Sales Energy


I’m in the middle of cooking dinner, a veggie stir-fry, when my phone rings. I don’t know about you, but my friends never call around that time. Sure, we often chat over WhatsApp to check in on each other, but we never call. So I immediately cringe because I intuitively know it’s a telemarketing call. I pick up, and sure enough, after a quick “hello,” he fires his first question at me: “Madam, do you prefer red or white wine?” I politely thank him and say that I’m not interested in taking part in his survey, wish him a nice evening, and hang up. I don’t get upset at him. He’s just doing his job. But I am amazed that these calls still happen in 2021!! I’m not sure if in this particular case he actually wanted to sell me red or white wine; it might have indeed just been a survey. But the point is that telemarketing is still alive. There are still companies who invest money in it because they work with the old sales model based on quantity: the more sales calls you make, the more you sell. And from what I’ve read, there’s no end in sight for these annoying interruptions. In fact, they might get even more disturbing as telemarketers get access to more data and will rely on AI to make the calls more customized to their “targets.” Imagine the following scenario: “Good evening, Ms. Santacroce. I trust you’re well. Does your husband enjoy his new Weber barbeque? Making some ribs tonight? And you’re in charge of salads, am I right? Well, I’m reaching out because we have a sale right now on our latest model of the Magicmix. Because after all, you can’t eat grilled meat every night, right?” I’m of course exaggerating and using gender assumptions! So yes, unfortunately, telemarketing shows no signs of exiting the scene anytime soon. But luckily we don’t have to rely on call centers to sell our services. Furthermore, I suggest that we forget the whole “more is better” approach. It’s just not true that you always sell more if you make more sales calls. Here are two examples of what I’m thinking: When I asked Emma-Louise, business and mindset coach, to share about her 100 percent close rate on my podcast, she replied: “For full disclosure, I no longer have my 100 percent close rate. I actually had three people say no in a week recently! However this was partly due to my coach encouraging me to get on calls even if they weren’t ideal clients (so I knew it was unlikely two of them would invest based on their stage in business).” I’d say that confirms that talking to the right clients, at the right time is what matters. If you’re going after a 100% close rate (and I’m not suggesting you should), then just increasing the number of people you’re talking to is not necessarily going to get you there. Lynn Dutrow, an advisor, mentor and coach, shared the following experience with me: “As a counselor, selling can feel slimy, especially if you haven’t done your work around your money story. It is also easy as a ‘helper’ to function from two false assumptions: 1) you want to help ‘everyone’ and 2) a butt in the seat (and getting paid) is better than an empty seat. One client who helped me with this was a particularly complex client that my intuition had told me was not a good fit for my skill set. As we neared the end of our complimentary session, she wanted to keep talking past our end time. While this was earlier in my career, I had already managed to learn how to have boundaries around keeping time in session so I changed my hat from clinician to business owner in order to schedule another session (I still thought being ‘nice’ was more important than being honest about us not being a good fit). The client took offense to my businesslike manner and accused me of being more concerned with making money than helping her. While uncomfortable, I had a ‘light bulb’ moment and took the opportunity to share with her that helping people is my job and that with any job, there is a necessary structure (session time) and an exchange of money for services rendered. I also admitted that I thought we were not a good fit and gave her the names of three other potential counselors. That’s when I made note that it was time to let those two assumptions go!” Saying no when you’re not a good fit takes courage but it will be so worth it in the long term. Again, it’s not about the quantity but about the quality. On the other hand, Cathy, a participant of the Gentle Sales Lab wrote: “I’ve realized through our discussions that I’m not so bad on the sales side, as my sign-up rate is very good when I do actually speak to someone. The problem is I don’t speak to that many people!” So what these two reactions tell us is that:

  1. Talking to more people doesn’t always mean more sales
  2. Talking to the wrong people = no sales :-(
  3. No sales conversations = no sales :-(
  4. Sales conversations with the right people at the right time = sales :-) Doing More Doesn’t Always Get Us More In this chapter, we talk about protecting your energy with healthy boundaries and not following my example of the overgiving burnout, where I spent my day talking to people without making sales. And in case you’re thinking, “I’d actually rather avoid sales calls altogether,” stay tuned and be ready to be surprised by the complete reframe of the traditional sales call in Part Three.

This excerpt is from Part 2: KNOWING, Chapter 7: Manage Your Sales Energy

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.

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