If you’ve ever held back from making an offer, avoided talking about your prices, or worried that selling somehow makes you come across as pushy, this episode will deeply resonate.
Susan is joined by Catherine Watkin to explore what really needs to shift if you want to sell in a way that feels natural, aligned, and genuinely good - for you and your clients.
You’ll discover:
- How the story in your head about selling shapes your confidence, energy, and results
- Why so many people associate sales with pressure or manipulation - and how to reframe it
- The difference between traditional sales and selling in a way that feels authentic and values-led
- How to see selling as an act of service - and why nobody wins when you hold back
- The beliefs that need to be there for any sale to happen
- How storytelling builds trust, connection, and desire before you ever make an offer
- The simple shift from ‘making someone say yes’ to guiding them to the right decision
If you’re ready to let go of the pressure around selling, trust the value you bring, and step into your role as the Guide your clients are looking for, this episode is a must-listen.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here
About your host Susan Payton:
When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here
Connect with Susan:
Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/
Produced byWinter Audio.
Mentioned in this episode:
Win a 1:1 session with Susan
Write a review for this podcast, and go into a draw - to win a 1:1 session with Susan.
It's a full 60-minute session to work on anything you want - your stories, your core message, your content strategy … or how you can implement the 7-step process Susan shared in episode 45 so all your content is highly relevant and relatable to your ideal client. All you need to do is write a review of this podcast - on Apple or Spotify - and send Susan a screenshot via social media or to susan@thebusinessofstories.com. And, if you win, she’ll be in touch to schedule in a time for you to work together.
