Stepping out of a corporate role and into your own business is a big move that might feel exciting and also daunting. For many new entrepreneurs, one of the biggest challenges isn’t creating a service or product but selling it!
Putting the word ‘sales’ in your job description might be an entirely new experience, and knowing that, as a business owner, you are now the sales team might feel overwhelming.
There is good news! You don’t have to become someone you’re not. Authentic selling isn’t about scripts, hard closes, or uncomfortable pitches. It’s about connection, trust, and staying aligned with your values.
I believe that selling is simply a human conversation. My methodology centres on your Unique Human Proposition® (UHP), which is the power of bringing you into your sales. People buy from people, not robots or rehearsed speeches. Your uniqueness is your greatest asset.
So, how can you step into sales with confidence, even if you’ve never sold before?
I’m sharing five of my favourite tips here to help you sell authentically and in alignment with your core values.
Reframe Sales as Service
If the word ‘sales’ makes you shudder, consider swapping it for something different, like ‘helping’ or ‘serving’. Every conversation you have is an opportunity to discover if your solution (the product or service you offer) can genuinely serve someone’s needs. Instead of thinking, ‘How do I close this deal?’ ask yourself, ‘How can I help this person today?’
Shifting your mindset takes away the pressure and positions you as a trusted partner rather than a spammy salesperson.
Understand Your Unique Human Proposition®
Your Unique Human Proposition® is your story, your values, and the experiences that only you can bring to the table. Instead of hiding behind business jargon or a professional mask, let people see the human behind the business.
Share your journey, why you started your business, what drives you, and what matters most to you. Customers will connect with your honesty and authenticity far more than any polished sales script.
To fall in love with sales, you have to know who you are and your ‘why’ before you can understand what drives your customers. What do I mean by your why? It’s the reason you do what you do. It’s the motivation behind your business. It’s what makes you unique.
Listen More Than You Speak
Sales conversations are about understanding your customers, not convincing them to buy! They are simply a conversation with another human being.
The goal isn’t to convince someone to buy something they don’t need, but to understand where they are, what they’re struggling with, and whether you can genuinely help.
The best way to do this is by asking open questions.
Instead of yes/no questions like “Do you want this service?” try digging a bit deeper:
“What’s the biggest challenge you’re facing right now?”
“What would success look like for you in the next six months?”
“How is this issue impacting your business or life?”
The most important part is to stop talking and truly listen. Active listening means going beyond hearing the words. Pay attention to tone, pauses, and what’s not being said. Often, the real need or pain point sits just beneath the surface.
When you approach sales with curiosity rather than pressure, the conversation flows naturally, and you start building relationships. When you respond by tailoring your solution to exactly what the customer has shared, you demonstrate empathy, respect, and authenticity.
That’s when selling stops feeling like selling and starts feeling like problem-solving. It’s also where your Unique Human Proposition® shines, because the way you listen, empathise, and respond will always be uniquely yours.
Incorporate Your Core Values
Your core values are the compass that guides not only how you run your business, but how you show up in every conversation. They’re the principles you refuse to bargain with and the heartbeat of your Unique Human Proposition®.
When you incorporate those values into your sales approach, you establish a level of consistency and authenticity that customers can sense. For example, if transparency is one of your non-negotiables, you’ll be upfront about pricing and clear about what’s included, even if it feels uncomfortable. If creativity is at the centre of who you are, you’ll naturally bring fresh ideas to your sales conversations, showing potential customers how working with you will feel energising and inspiring.
Selling in alignment with your values removes the ick factor that so many new business owners fear. You’re no longer trying to fit into someone else’s mould of what sales should look like but creating a process that reflects what matters to you. That means you can finish every call or meeting with your integrity intact, knowing you’ve honoured your beliefs while also serving the customer.
There’s also a bonus! When you sell from your values, you attract clients who share those same values. This makes every relationship stronger because it’s built on mutual respect and genuine connection, not just a transaction. You get the opportunity to nurture your customers for the long term.
Practice Consistent, Human Follow-Up
Think about your favourite people in life. Your friends, family, and even your dog. They don’t ignore you when you show interest. No, they respond warmly and consistently. Sales follow-up is the same. Reach out in a way that feels natural and conversational. A genuine check-in asking how things are going since you last spoke can be enough to make your customers smile (and remember you). Consistency shows you care, and that builds loyalty.
What’s next?
Selling doesn’t mean you have to become someone else. It’s about understanding how important your story, your values, and your Unique Human Proposition® are and what sets you apart. Once you figure this out and when you can use it, selling becomes an extension of who you already are.
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session HERE.
“Jules ‘The Dragon Slayer’ White is a skilled and passionate sales professional with a unique approach that combines a human touch with a strategic mindset. I’ve witnessed and enjoyed her coaching style that inspired our team to achieve excellent results. Her drive for continuous improvement and high standards of customer service make her an asset to any organization.” Antoine Metivier – Consultant Director of Online Partnerships – Fintech
Want to find out more? Schedule a virtual cuppa with me, and we can have a chat about my coaching services.
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