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.


Selling is Human

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)

So today we start with an excerpt from Part 1, BEING, and Chapter 1: Change Your Perspective.

So much of my work has to do with changing your perspective and doing things differently, and selling is no different.


Excerpt from Selling Like We're Human, Part 1: BEING, Chapter 1: Change Your Perspective


Selling Is Human In various old dialects, the word selling had a completely different meaning and vibe than it has today. Here are a few according to the Etymology Dictionary: Old English: sellan “to give, furnish, supply, lend; surrender, give up; deliver to; promise” Old Norse: selja “to hand over, deliver, sell” Old High German: sellen “to give, hand over, sell” Gothic saljan: “to offer a sacrifice” If we go even further back, before the introduction of money, men traded goods and services using the bartering system. Goods were exchanged for food, tea, weapons, and spices. The history of bartering dates all the way back to 6000 BC. So yes, Daniel H. Pink was right to call his book To Sell is Human. It’s human, and since it’s human, it starts with an “inside job.” You can change your mindset and make your own selling rules. But to do that, you need to dig deeper than the typical book on sales would dare to go. You see, selling has to do with money. And whenever there’s money involved, there’s some baggage. We’ll unlock your personal objections to selling, shine a light on the hidden shadow stories, and then you’ll start with a fresh slate, with renewed confidence that you can sell, according to your own rules. Oh, and as an introvert, let me address the most widespread myth about selling: no, there is absolutely no evidence that extroverts make the best salespeople!

Sure, extroverts are good at small talk and socializing and tend to have more assertiveness and less scruple to ask for their worth. They tend to come across as more confident and show more enthusiasm and energy. And extroverts are more likely than introverts to be firm and even forceful, refusing to take no for an answer. But introverts are very good listeners, they are empathic, pay attention to details, are less self-oriented, and are therefore very good at considering the needs, interests, and values of customers Well, it turns out, Daniel H. Pink had this conversation about extroverts versus introverts in sales with Adam M. Grant, Organizational Psychologist, who took on the challenge to dig deeper and wrote a research paper entitled Rethinking the Extraverted Sales Ideal: The Ambivert Advantage. In it, Grant makes a point, based on a study of 340 outbound call-center representatives, that there is no relationship between extroversion and sales revenue. He argues that the ambivert, the person in the middle of the scale, is the best at selling. Like amphibians, they have the skills from both worlds and can adapt their sales style to any given situation. I think that’s good news for everyone, whether you’re an intro-, ambi-, or extrovert. It shows that anyone can become good at selling, no matter your personality type.

Let’s move on to debunk some other myths or beliefs you may have about selling.

Selling is a Conversation, Not a Unidirectional Download Since selling is most often taught to us entrepreneurs as a thing we need to DO, it always felt to me like a one-directional conversation where I was the one responsible for the talking, convincing, and pitching. So not true. Selling is a conversation where the BEING matters just as much as the DOING. The following story from fellow Sales Lab participant Emily Shull shows this well: I found a training program online and did a lot of research on it. It just called to me. It seemed to be a perfect addition to my current coaching practice as it would build on my skills and interests, and would give me another tool that would allow me to go deeper with my clients. As a behavioral money coach, my aim is always to get to the emotional root of the problem instead of just addressing symptoms. The client and I are usually able to get there together, but once in a while, that root is elusive. This training would give me a cool method to help them get there. I was really excited about training in this method because it felt like an intuitive and organic next step in crafting my coaching practice. So I was ready to sign up, but had to book a call with a representative to enroll. I began by giving a brief but enthusiastic summary of my practice and how training in this method would complement my services. I guess I was expecting him to use that opportunity to elaborate on the training and then describe (and agree) how it would work well in my practice. But he didn’t. Instead, he was simply checking off a list of questions, never really listening to my answers. He spoke very quickly, which is always a turnoff for me. I realized he had a script and would not deviate from it, even though so many of the questions, and my answers, were repetitive. I found myself thinking that it felt like a sleazy attempt at mind control. Ask a question three times in order to get the prospective client to convince themselves of how much they need and want the program. I didn’t need to be asked three times. I was sold before the sales call. Instead, the conversation nearly unsold me. It made me question whether the program was run with integrity. In the end, I did enroll, and as soon as I began the program, my enthusiasm returned.

  • Emily Shull, Certified Money Coach (CMC)

What went wrong here? Unfortunately, Jake (not his real name) most likely followed some kind of sales script that made the whole thing feel very robotic. To Emily, it didn’t feel like there was a connection. It felt like she could have sat there without saying a word and he would have gone through each step of his script without ever checking in with her. And that’s exactly where most of the advice about sales fails. It’s taught as a skill the seller needs to learn in order to convince the buyer. And since we all love lists or steps, the typical sales conversation is taught in a linear and one-directional way of some kind: step one: discover the problem; step two: make them see the gap; step three: offer the solution; step four: overcome objections; step five: close the deal. As the seller, you have to do everything— with willpower and skill. But if we only focus on the doing—in other words, making our way through these steps—then we completely forget that the conscious client doesn’t just buy with his head, but also with his heart.

So who you are matters for at least 50 percent of your chance at a successful sales outcome, if not more. And let’s not forget Maya Angelou’s famous quote about how you make people feel: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

This excerpt is from Part One on Being, and from the first chapter called 'Change your Perspective'.

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