In this seventh episode of My Kind of Business, Alex reframes the way we think about sales and selling in business. If the idea of selling makes you feel icky, pushy, or uncomfortable, this conversation will help shift your mindset.

Alex explores how sales can be an act of service - rooted in connection, empathy and real transformation. You’ll hear why focusing on outcomes over features, detaching from the pressure to convert and leading with heart can make the sales process feel more aligned, natural and effective.

Whether you're new to business or have years of experience, this episode will leave you feeling more confident, clear and inspired to approach selling in a way that feels good for both you and your clients.

00:00 – Reframing Sales: A New Perspective
Alex unpacks the cultural baggage around sales and introduces a fresh, mindset-first approach to selling.

07:24 – Building Genuine Connections
Why real connection is the foundation of service-led selling—and how it builds trust without pressure.

10:30 – Focusing on Outcomes Over Features
The simple mindset shift that helps potential clients see the real value of what you offer.

12:09 – Detaching from the Pressure of Sales
How letting go of the need to convert every lead makes you a more powerful (and authentic) salesperson.

16:03 – Selling as Service: A Heart-Centred Approach
Alex closes with a reminder that selling is about helping, serving, and creating space for transformation.

• Selling is service, not persuasion.

• Focus on connection, not conversion.

• Outcomes matter more than features.

• People want to feel seen, heard, and understood.

• Detach from the outcome to reduce sales anxiety.

• Your worth isn’t defined by the number of sales you make.

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