EP002: How to Feel More Confident and Natural When Selling
In this episode, you’ll learn a practical mindset shift (plus five confidence-building actions) to help you sell with more ease without feeling pushy, awkward, or “salesy.”
Episode Summary:
In Episode 2, Anna breaks down what really drives sales success: strategy, action, and mindset and why mindset is often the part that stops you from reaching your full potential, no matter how strong your strategy is.
She unpacks the fear of rejection and judgement that can trigger avoidance (procrastination, undercharging, playing small), then shares five ways to build sales confidence from the inside out.
You’ll learn how to challenge unhelpful beliefs, reframe sales as service, take action before you feel ready, sell in a way that fits your personality and own your brilliance.
Key takeaways (3–7 bullets)
- Sales success is a trifecta: strategy sets direction, action creates momentum and mindset drives the action.
- Fear of rejection and judgement is human but it can lead to avoidance (procrastination, overgiving, undercharging).
- Confidence isn’t the prerequisite; it’s the result. Start with courage + consistency.
- Challenge limiting beliefs by pulling them into the light, questioning the evidence and choosing a better reframe.
- Repetition matters: your brain needs consistent reinforcement to adopt new beliefs.
- Sales is service: if your offer helps people, selling is simply offering support.
- You don’t need to become a different person to sell well; build a sales process that fits your strengths.
Episode outline / timestamps:
00:00 – Welcome back + why you might not be taking action yet
01:05 – The success trifecta: strategy, action, mindset (the “three-legged stool”)
03:10 – The elephant in the room: why selling can feel awkward + fear of rejection
05:10 – Sales avoidance patterns (procrastination, playing small, undercharging)
06:20 – Sales is non-negotiable (and sales is a learnable process, not a personality trait)
07:40 – Anna’s sales story: from “I will not sell” to building confidence through action
12:40 – The “wilderness years”: visibility, imposter syndrome, and identity work
15:10 – Five ways to build confidence and feel more natural in sales:
15:30 – (1) Identify and reframe unhelpful beliefs (evidence + new belief)
20:40 – (2) Reframe what sales is: sales is service
21:30 – (3) Take action before you feel ready (confidence is the end product)
24:10 – (4) Lean into your personality and strengths
26:10 – (5) Own your brilliance (and call yourself an expert)
29:30 – Closing: pick one belief to reframe + take one action you’ve been avoiding today
Links + Resources:
- Want to see your greatest opportunities to increase sales? https://www.annapayne.online/quiz
- Join us for 30 days of free online networking? https://www.annapayne.online/networking
- Download your free leads tracker https://www.annapayne.online/tracker
- Book a free 15 minute sales game plan call with Anna https://calendly.com/annapaynecall/introduction
- Buy my best-selling book on sales here
- See a complete list of ALL the FREE and paid ways I can support you with sales https://www.annapayne.online/everything
Meet Your Host:
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Website: https://www.annapayne.online/everything
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