Selling for People Who Hate Selling

Sales doesn’t have to feel slimy.

You don’t need scripts, pressure, or a fake persona. If you’re a founder or expert who just wants to do good work, sales can still work for you - without the cringe.

Here’s how to sell with clarity, not discomfort.

Focus on helping, not persuading.

Your job isn’t to convince anyone. It’s to understand what they need - and see if you can help.

Ask:

·       “What’s going on at the moment?”

·       “What would progress look like?”

·       “Would you like some thoughts?”

This turns sales into service. Show what you can deliver and the sales will come.

Use plain English.

Skip the pitchy jargon. Say:

·       “I can help you figure this out.”

·       “We’d look at what’s not working and fix it.”

·       “Here’s what that might cost.”

Clear is confident. Confident is credible. There is a temptation to overexplain your services or value, which does nothing except diminish confidence in what you are saying.

Don’t overpromise.

Avoid the urge to guarantee outcomes. Instead:

·       Be transparent about what you control

·       Outline what you’ll deliver

·       Set realistic expectations

That builds trust. And trust leads to referrals. There is nothing worse than overpromising and underdelivering. Be clear about what your services are and what you can deliver.

Talk about money early.

Not with tension. Just calmly.

Say:

·       “Happy to talk through pricing if helpful.”

·       “We can cover budget options now or after we scope it.”

·       “Would it help to see a ballpark?”

It’s not about pressure. It’s about efficiency. You won’t make a sale if the customer doesn’t know what it costs.

Make it easy to say yes.

Clarify next steps. Offer options.

·       “Would a short session help you decide?”

·       “Want to start with X and build from there?”

·       “Here’s what I’d suggest if you’re ready to go.”

You’re not selling. You’re guiding. You’re offering the opportunity to ask questions and clarify objections.

Sales can feel like leadership.

It’s not about chasing.

It’s about clarity, calm, and real conversation.

The goal isn’t to close. It’s to connect.

And if there’s a fit, move forward - without the cringe.