In the world of sales, we’re taught to “Always Be Closing.” But what if that traditional approach is holding you back? In her upcoming book, Never Ask for the Sale, Sue Heilbronner argues that the explicit “ask” can actually put you in a subordinate position, making you seem desperate.

Instead, she advocates for a new approach based on Equal Business Stature. This means approaching every sales conversation as a peer-to-peer dialogue between equals. Your role is not to beg for a sale but to provide insights, solutions, and expertise. By focusing on delivering value early and often, the close becomes a natural, mutual decision, not a desperate plea. This shift in perspective helps you build trust, establish authority, and create more authentic relationships. Don’t miss the full interview on the “Expert Inside Interview” series for more actionable insights on how to sell without desperation.

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Are you spreading yourself too thin in sales? Are you casting a wide net and only catching “sharks and trash”? In this episode, we’re talking with sales expert Katie Nelson, founder and CEO of Sales Uprising, who’s here to debunk a major myth: that a bigger pipeline means more sales. Katie, with over 30 years of experience, reveals why the secret to her $150 million in sales success isn’t about targeting everyone—it’s about the strategic art of niching down.

She’ll explain why a focused approach is the key to attracting the right prospects and building sustainable growth. Get ready to learn how to identify your perfect niche, overcome the fear of missing out, and use curiosity as your ultimate sales superpower.

This isn’t about limiting your business; it’s about liberating it. By the end of this episode, you’ll understand why the most profitable businesses are the ones that have mastered the art of aiming small to win big.

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Do you dread the idea of “selling”? You’re not alone. For many small business owners and professionals, sales feels like a necessary evil—a pushy, manipulative part of the job that nobody enjoys. But what if we told you there’s a better way? What if sales wasn’t about pushing products, but about leading people to clarity and confident decisions?

In a recent interview, legendary business coach John Nieuwenburg sat down with John Golden to reveal the secrets to transforming your sales game. This post unpacks their core philosophy: that sales is a form of leadership. You don’t need to be a slick salesperson; you need to be a trusted advisor who guides your clients.

Inside, you’ll discover:

• How to reframe sales from a “necessary evil” into an act of service.
• The most critical mindset shift that separates top performers from the rest.
• The five key questions every prospect has—and how to answer them in the correct order.
• Why “imperfect action” is more powerful than waiting for a perfect plan.

Stop sabotaging your sales efforts. It’s time to build a mindset that makes you feel confident and authentic, not stressed and pushy. Click to dive into the full discussion and start leading your way to more sales.

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Tired of generic sales advice? In a recent eye-opening episode, John Golden and the famously direct Benjamin Dennehy revealed why most salespeople fall short – and what you can do about it. Dennehy, known as the “UK’s Most Hated Sales Trainer,” doesn’t pull punches, urging you to look into the “ugly mirror” of your own sales habits and beliefs.

This discussion delves beyond surface-level techniques, exploring the core issues that hinder sales professionals. We explore why so many are “accidental salespeople” lacking true motivation and professional training. Dennehy emphasizes the critical importance of self-investment in personal development, arguing that individuals who fund their training are more committed and achieve better results.

Learn how to overcome psychological barriers rooted in childhood, position yourself as a business equal with high-level prospects, and master the art of questioning to uncover actual client needs. Dennehy’s technique of asking “why” repeatedly can transform your sales conversations. Ready to confront your money mindset and approach sales with newfound confidence and discipline? This in-depth exploration provides actionable strategies to advance your sales career.

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The Power of Imperfection: Resilience, Self-Love, and Being Real

In this powerful episode, host John Golden speaks with Diana Fritz, a longtime business leader and cancer survivor. Diana opens up about her 11-year battle with cancer, including the moment she lost one of her eyes. But instead of hiding, she lived fully and shared her story with others.

Diana discusses people’s pressure to be perfect at work, online, and even home. She explains how that pressure can hurt our confidence and happiness. Instead, she encourages listeners to be real, embrace their flaws, and see their differences as strengths.

You’ll hear how Diana’s unique journey has helped her connect with people on a deeper level. She shares tips on staying strong, practicing gratitude, and using your story to lift others. Her message is clear: You don’t need to be perfect to make an impact. You just need to be yourself.

This episode is for you if you’ve ever had to hide parts of who you are. Tune in and learn how to turn imperfection into power.

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In this episode of Expert Insight Interview, John Golden chats with Mitch Russo, a seasoned coach, author, and CEO, about the transformative role of AI in coaching businesses. Mitch shares how AI has revolutionized his approach to content creation, client engagement, and business growth.

Key Highlights:

• 📈 Using AI for content creation and course development
• 🤖 Automating client data management and personalized insights
• 🎯 Leveraging AI for role-playing exercises to sharpen coaching skills
• ✍️ Creative uses of AI in writing and storytelling

Mitch’s journey shows how coaches can embrace AI to save time, enhance client relationships, and boost business performance.

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Clarity in Sales Communication

Join John Golden and Mitchell Levy as they explore the power of clear and credible communication in sales. Mitchell shares practical tips, including the KPOP framework, to help sales leaders simplify messaging, connect with audiences, and improve CRM adoption. Perfect for anyone seeking to enhance their sales strategy and build stronger customer relationships.

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In this podcast episode, John Golden interviews Josh Alltop about his move from music production to sales. Josh talks about the cultural shock he experienced and the importance of believing in what you’re selling. He compares it to recommending a restaurant. They discuss negative stereotypes of salespeople and promote a service-oriented approach. Josh emphasizes empathy and understanding the buyer’s needs, focusing on creating value and trust. The episode also covers the mindset of abundance over scarcity and the similarities between sales and music production. Josh’s company, the Sales League, aims to empower sales professionals to earn well and leave a legacy.

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