Have you ever felt that knot in your stomach before a sales call? That feeling of "I don't want to be pushy" mixed with "but I really need this client"? You're not alone. In fact, that discomfort might be the very thing holding your business back.

In my recent conversation with sales expert Nicole Cramer on the From Click to Client Podcast, she shared a perspective that could transform how you approach selling forever: "Sales is just the byproduct of the conversations and the relationship that lead up to that."

Nicole's journey from high school math teacher to becoming the #1 salesperson in her company offers valuable lessons for anyone who wants to grow their business without feeling sleazy about their sales process.

The Mindset Shift That Changes Everything

When Nicole transitioned from education to sales, she quickly discovered that traditional selling tactics felt uncomfortable and inauthentic. In a moment of brilliance during her very first sales interview, she made a connection that would shape her entire approach:

"I've been selling math to high school teenagers for 15 years and nobody wanted to buy that."

This simple insight revealed the true nature of effective selling. It's not about convincing someone to buy something they don't want—it's about helping them navigate a decision that will get them to where they want to be.

"We're not selling somebody something," Nicole explains. "We're helping them step into the belief that what they want is possible and helping them get there."

Why "Slow It Down" Actually Speeds Up Sales

One of the most counterintuitive yet powerful strategies Nicole shared is the importance of slowing down the sales process. She calls it the "don't try to get married on the first date" approach.

Too many business owners enter sales conversations with one goal: close the deal now. This creates pressure that prospects can feel immediately, triggering their defenses and hesitation.

Nicole recommends creating meaningful intermediate steps—like a 90-minute intensive before a six-month program—that allow both parties to experience working together before making a bigger commitment.

"Trust isn't built overnight," she reminds us. "When we slow it down, we don't come across as salesy. We come across as curious, as caring about the other person, and as somebody they can trust."

The Power of the "Consequences of No"

Perhaps the most transformative insight from our conversation was Nicole's approach to helping prospects see the value of making a decision:

"Let's destroy the option of no before we try to start moving somebody into something that may very well just look aspirational to them."

Before highlighting all the benefits of your solution, Nicole suggests helping prospects clearly understand why staying where they are isn't working. When people recognize the consequences of not making a change, they become motivated to take action.

This isn't about fear tactics—it's about compassionately helping someone see their current reality clearly so they can make an informed decision about moving forward.

Self-Leadership: The Foundation of Sales Success

Underlying all of Nicole's strategies is a profound understanding of what she calls "self-leadership":

"If we are not showing up as our fullest, highest, best expression of ourselves, how could we possibly lead someone else to that?"

Sales success begins with how you take care of yourself—physically, mentally, and emotionally. When you show up confident and centered, prospects see a better version of themselves reflected in you.

"People see a better version of themselves in us," Nicole explains. "They want to buy a better version of themselves, and I don't care what you sell... they see you as being the vessel or the guide in helping them get there."

From Reluctance to Results

The impact of Nicole's approach speaks for itself. She shared the story of a recent client who had experienced six months of minimal sales. After four weeks of implementing these principles, this client signed over six figures in contracts in a single week.

What made the difference? According to Nicole, it started with the client's decision to invest in herself:

"When we make investments in ourselves, we value ourselves at a higher level. The belief that you have to have in yourself to make a decision like that should not go unmentioned."

Ready to Transform Your Sales Conversations?

If you're tired of feeling uncomfortable about selling and ready to embrace a more authentic approach, start by focusing on meaningful conversations rather than transactions.

Remember that you're not "taking people's money"—you're creating an energetic exchange of value. You're helping guide prospects to decisions that will genuinely improve their lives.

As Nicole puts it: "If we really care about helping people, selling really is serving."

Are you ready to serve at a higher level by transforming your sales conversations? The results—both in your business growth and your personal fulfillment—might surprise you.