Gross. Pushy. Slimy. A sweaty guy in a cheap blazer.
That’s what came back when Pia asked a room full of business owners how selling makes them feel. And here’s the problem: sales is the lifeblood of your business. If the most important thing you do is the thing you dread most, that’s going to cost you.
In this episode, Pia digs into why selling feels so icky, and it’s not what you think. It’s not that you’re bad at it. It’s that the only version of selling most of us have ever experienced is the pushy one, the version where someone tries to convince you to buy something you don’t want. Nobody wants to be that person, so we overcorrect: we get on calls, give away free value, prove our worth, and quietly hope the person buys. It feels terrible, and it doesn’t work.
Then Pia shares the shift that took selling from the worst part of her business to something that doesn’t even feel like selling: getting paid to diagnose before you prescribe. Using her Advil analogy, she breaks down why you never have to convince anyone who’s genuinely in pain, you just have to find out if they have the headache first.
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