Sales and Selling: Why This Must Be Your Business Priority Turning conversations into conversions

In this episode of Challenging the Norm, Lindsey takes the lead as she and Paul dive into the heart of business: sales. Lindsey kicks things off bluntly: “If we don’t sell, we don’t have a business.” Paul adds, “If you have a business, you are a salesperson.”

Even with a website that sells, the owner still needs to actively talk about their business.

Before diving deeper, they tackle common phrases like “I don’t like selling” and why so many business owners avoid it.

Here’s what you can expect from this episode:

✅ Why women sometimes find selling harder — and how to overcome it.

✅ The importance and benefits of a solid sales process.

✅ How a CRM can boost conversions and make selling easier.

✅ The emotional side of sales and the hidden dangers of discounting.

✅ Why strong offers give you confidence in selling.

✅ How women thrive in sales once they find their confidence.

Paul and Lindsey share practical examples of adding value to your offers, and Paul emphasises — more than once — why sticking to the process is key.

Lindsey also reflects on gender bias in business and their shared vision for a more equitable world.

➡️ Enjoyed this episode? Subscribe, leave a review, or drop us a message — we’d love to hear what resonated with you.

CONNECT WITH US:

Paul Snell uses neuroscience to help business leaders unlock success through a people-first lens.

https://www.dnaneuroanalytics.com/

https://www.linkedin.com/in/paulksnell/

Lindsey Burden empowers business owners to shape a business that works for them — sustainably, confidently, and on their terms.

https://lindseyburden.com/

https://www.linkedin.com/in/lindsey-burden/

ABOUT THE PODCAST

Challenging the Norm: His and Hers Look at Life and Business is for solopreneurs, entrepreneurs, and business owners who want to grow a successful business without burnout or blindly following the latest trend.

If you’re overwhelmed by information overload, losing sight of your priorities, or stuck on the hamster wheel of “do more,” this show is for you.

With 50+ years of combined experience, Lindsey Burden and Paul Snell bring real talk, practical insight, and thoughtful challenge — helping you cut through the noise and build a business that truly works for you.

Business doesn’t have to be louder, faster, or harder to be successful.

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