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.


Beyond Business and Selling

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 4 called Beyond Business and Selling



Excerpt from Selling Like We're Human, Part 4 called Beyond Business and Selling

As entrepreneurs, we know that business is never just about business. Adopting Humane Selling will not only impact how you feel about making offers and having gentle sales conversations, it will change the way you relate to other human beings and it will probably also change your priorities. Because once you know who you really are and you are okay with that, when you feel grounded in your worth and know the value of what you offer, then you are ready to show up as your true self—no masks—and have a beautiful conversation with other human beings. Whether that is in a sales conversation, at a yoga retreat, in the line at the grocery store, or with your partner, it doesn’t matter. But here’s a little word of warning: the work won’t be done by just reading this book. Inner work is an ongoing thing. You’ll have good days and then you’ll have setbacks where you will have to go back to remind yourself of your truth, your values, your worth. Just going through the #anchors of the book will help on those days when self-doubt takes over.


In the spring of 2020, after having run The Gentle Marketing Revolution Program (now called the ‘Marketing Like We’re Human’ program) with three live beta groups in 2019, I wanted to host it again. After a free five-day Gentle Marketing Intensive, I planned to gently lead people into the sales conversations. There was plenty of interest in the free intensive, and almost 200 people signed up. But guess what? Not even one person signed up for the paid program!

Of course you could blame Covid. But not really. In fact, May 2020 would have been a great time to attend an online program. So no, it wasn’t that. It was some other timing factor: people just weren’t ready for that message in 2020. Did it hurt? Of course it did! Luckily, I had my tools and rituals to go back to that reminded me of my worth, even without a single sale!

Considerations, Tools, and Rituals to Help You Integrate


Some of these practices may be too woo-woo for you. :-) Just pick those that you’re comfortable with. Box Breathing If you’re nervous before getting on a sales conversation, try box breathing. It’s an easy breathing technique that immediately calms down your nervous system and helps you relax and re-center. Here’s how it works: Step 1: Find a comfortable position (seated or lying down). Step 2: Inhale for four seconds. Belly expands. Step 3: Hold the air in your lungs for four seconds. Step 4: Exhale for four seconds, emptying all of the air in your lungs. Belly contracts. Step 5: Hold your lungs empty for four seconds. Step 6: Repeat for five minutes, or as long as necessary to feel refocused and relaxed. I like to visualize the four sides of a square (2D box?) to help me remember where I’m at with my inhales and exhales.

Visualization Talking about visualization … If that’s your thing, you could also visualize your Serene Garden and the beautiful conversation you’re about to have with your client. Visualize it as if it already is so. If you’re like me and appreciate some help with the visualization process, look for the guided meditation called “The Secret Garden” on the free Insight Timer meditation app.

This excerpt is from Part 4 called Beyond Business and Selling

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.



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