Jun 2025
48m 4s
In this empowering episode of Shrink for the Shy Guy, Dr. Aziz sits down with sales expert Colin Yearwood, who helps coaches and entrepreneurs grow their businesses by mastering the skill of sales—without manipulation or pressure.
Colin shares his powerful journey from avoiding sales entirely to embracing it as a vehicle for freedom, purpose, and service. You’ll hear how he overcame the fear of rejection, stopped giving his services away for free, and discovered how sales can be one of the most selfless things you do when done with heart.
Whether you’re a coach, creative, or just someone who wants to feel more empowered asking for what you want in life, this conversation will give you the tools to stop fearing sales—and start seeing it as a way to help others.
Listen now and discover how changing your mindset around selling can transform your business, your confidence, and your life.
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In this engaging episode of Shrink for the Shy Guy, Dr. Aziz is joined by Colin Yearwood, a sales expert who helps coaches, consultants, and entrepreneurs grow their businesses by mastering the skill of sales. Colin shares his fascinating journey from hating sales to embracing it as one of the most important tools for helping others—and for creating a life of freedom and purpose.
Are You Afraid of Selling? You're Not Alone
For many, the thought of selling is fraught with fear and discomfort. Colin confesses that he used to despise selling, even going so far as to give away his services for free. But that changed when a mentor pushed him to confront his resistance. He learned that selling isn't about convincing or manipulating others—it's about serving and guiding people to the resources they need to improve their lives.
Why Selling Can Be a Force for Good
Colin explains that selling isn't about pushing products or services on people who don't need them. Instead, it’s about helping others get the solutions they’re looking for—solutions that could make a meaningful difference in their lives. He says, "Selling is one of the best things you can do if you want to make a difference in the world." Through sales, you can reframe people’s thinking, offer them clarity, and help them bridge the gap between where they are and where they want to be.
The Key to Sales: Confidence and Detachment
One of the core lessons Colin teaches is the importance of being unattached to the outcome of a sales conversation. He encourages people to shift from a place of neediness—where the focus is all on getting the sale—to a place of serving, where the focus is on genuinely helping the person you're talking to. This mindset shift not only makes you more confident, but it also makes the sales process more authentic and less stressful.
The Real Story Behind Rejection
A common fear in sales (and life) is the fear of rejection. Many people take it personally when someone says no. Colin dispels this myth by reminding us that rejection isn't about you—it's about the offer. He explains, "They’re not saying no to you. They’re saying no to the offer, not the person." This shift in perspective can make a huge difference in how you approach sales conversations and navigate the inevitable no's.
What Mindset Helps You Succeed in Sales?
Colin shares that his mindset going into any sales conversation is one of curiosity, empathy, and openness. Instead of focusing solely on closing the deal, he focuses on understanding the person he's talking to—what their needs are, what their challenges are, and how he can help them overcome them. This approach leads to better sales outcomes and deeper connections with potential clients.
Sales Is Just Another Way to Build Connections
At the heart of sales is connection. Colin points out that the best salespeople are those who approach every conversation with an open heart and a genuine interest in helping others. This means showing up authentically, being willing to listen, and not getting caught up in the fear of rejection or the need to make a sale. When you focus on connection, the sales process becomes much more natural—and far less intimidating.
Takeaways: The Power of Sales and Service
For anyone struggling with the fear of selling or worrying that they’re being “too pushy,” Colin’s advice is simple but profound: "Selling is about service. It's about helping people get what they need." By embracing this mindset, you can shift your approach to sales—and life—away from fear and manipulation, and towards authenticity, connection, and genuine support.
Get Out of Your Own Way
Colin reminds us that the key to success in sales (and life) is showing up as the best version of yourself. The more you invest in your personal growth, the more naturally your sales skills will improve. And even if you're not a natural-born salesperson, with the right mindset and the willingness to learn, you can succeed and make a meaningful impact on others.
Listen Now for More Sales Wisdom
This episode is packed with invaluable insights for anyone looking to overcome their fear of selling and build a successful business based on serving others. Whether you're in sales, entrepreneurship, or just looking to improve your confidence in life, Colin’s story and expertise will inspire you to shift your mindset, embrace the process, and start showing up with confidence.
Final Thought:
Selling doesn’t have to be about manipulation or pushiness. It can be about connection, service, and helping people make a positive change in their lives. By embracing this mindset, you’ll not only improve your sales skills—you’ll also create deeper, more authentic relationships and open doors to greater success and fulfillment.
Listen to the full episode for more practical tips and powerful advice on overcoming fear and rejection in sales and turning your fear into confidence.