EP011: Why selling might feel harder right now (and what to do about it)
Episode summary
A client recently asked Anna if she's having to work harder this year. Her honest answer: yes—but really, she's working differently.
Anna unpacks what's changed and walks through her Multi-Layered Sales Framework—human, leverage and scale—and shares her own numbers to show where the real money is coming from, drawing a clear line between toxic hustle and the truth that building a business still takes work.
Episode outline / timestamps
00:00 – "Am I working harder this year?" (and the more useful answer)
01:12 – What's really changed: AI noise, cautious buyers, a correcting market
05:57 – Anna's shift: from a 65% launch model to relationship-led sales
06:33 – Two challenge launches this year (~16% each)
07:49 – The Multi-Layered Sales Framework
08:03 – Layer 1: the human layer
08:45 – Layer 2: the leverage layer
09:36 – Layer 3: the scale layer
10:50 – £17k of new sales in two weeks—and where it came from
12:00 – The big mistake: skipping straight to scale
14:52 – The £250k, four-hours-a-day story
17:23 – Working harder vs working differently
20:00 – Your actions: map your revenue + client lifetime value
20:42 – Closing + how to work with Anna
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: https://amzn.to/4u9fJy9
- 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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