From cringe to confidence: how to make selling feel good

Does the thought of sales and selling make you squirm? You’re not the only one. Yet, selling a part and parcel of doing business, so how can you get over the ick? To help us reframe our thinking and banish that cringe factor for good we're joined by Kate Toon. Kate is an ,award-winning business mentor, digital marketing coach,and author of the bestselling "Six Figures" series, including her latest, "Six Figures in Sales." We discuss what it really takes to sell without sleaze, why honesty trumps hype, how to price your services with confidence, and why building genuine rapport is your greatest sales asset—whether online, offline, or somewhere in between. If you’ve ever struggled with selling, this episode is packed with practical wisdom to help you find a sales style that actually feels good. Time stamped overview 00:00 Applying advertising skills to small business 03:56 Criticism of Meta advertising platforms 09:27 Setting freelance income goals 10:56 Discussing pricing strategies 15:28 Understanding Google's EEAT criteria 18:00 Challenges of running a bookshop 22:35 Importance of honesty in sales 23:38 The impact of brand connection 28:06 Improving your website's about page 30:17 The importance of strong writing skills 33:29 Focusing on emotional appeal Key topics 1. Mindset Shift in Selling · Selling is not inherently "pushy," but simply about matching solutions to the people who need them and overcoming objections rather than convincing uninterested parties (05:12). · Highlighting that discomfort with selling often comes from a misconception—it becomes easier and less "cringe" when you know your audience genuinely wants or needs what you offer (05:35). · Moving away from "bro marketing" and push tactics, Kate Toon advocates for honesty, conversation, and real rapport with potential clients (00:48, 08:31). 2. Pricing and Value Perception · Accurate pricing starts with logical, unemotional calculation understanding minimum viable income, realistic billable hours, and tiered income goals (09:27). · Price is rarely the main objection in sales; most clients can afford the service or product but are concerned about value and outcome (14:10). · Transparent communication about what is feasible within a client's budget and honest conversations about the value provided are crucial for long-term trust (12:21, 13:38). 3. Building Trust and Reputation · The "EEAT" (Experience, Expertise, Authority, Trust) acronym from SEO as vital for any business's digital and real-world reputation (15:28). · Consistent branding and authentic rapport—both online and offline—help potential customers feel confident, acknowledged, and valued (19:11). · Testimonials, peer recommendations, and clear evidence of qualifications play a pivotal role in building the authority and trust that drive conversion (16:43, 28:24). 4. Human-Centric Digital Marketing (Beyond Ads) · Kate Toon advocates for organic methods over paid advertising, emphasizing SEO, content quality, and relationship-building (04:53, 27:01). · Businesses should build extensive and authentic about pages, accumulating third-party endorsements and trust signals to enhance their digital footprint (28:24). · Content—especially copywriting—should be clear, jargon-free (unless appropriate to the audience), personable, and genuinely reflective of the brand's voice (30:17). Learn more about your ad choices. Visit megaphone.fm/adchoices