When sales feels awkward (and how to shift it)

Let’s be honest: for a lot of people, sales feels a bit… awkward. Like turning up to a BBQ and realising it's a formal dinner party. In thongs.

You know your service is valuable. You believe in what you do. But when it comes to putting yourself out there or following up on leads, it can feel pushy or unnatural. That discomfort often leads to hesitation – and missed opportunities (and maybe a bit of overthinking in the shower).

Here’s the thing: awkwardness in sales usually comes from trying to do it in a way that doesn’t match how you naturally communicate.

We’ve all seen (or cringed at) the hard-sell approach – the pressure, the scripts, the sense that someone’s trying to "close" you like a dodgy gym membership. No wonder many business owners want nothing to do with it.

But good sales doesn’t have to feel like that. In fact, the best sales conversations don’t feel like sales at all. They’re just honest, helpful chats about what someone needs, and whether you can help.

When businesses remove the pressure and focus on consistency, listening, and building trust, the whole experience changes. Sales becomes more natural. More human. More effective. And way less cringe-y.

Some clients I work with are brilliant at what they do but have avoided sales because it never felt like a good fit. Once they had someone handling that part, someone who could represent them without the awkwardness, they started seeing results without having to force it (or break out in a cold sweat every time the phone rang).

If sales has always felt like a bit of a mismatch for you, it might be less about "doing it better" and more about doing it differently. Or letting someone else do it in a way that still reflects your voice and values.



The goal isn’t to become someone you’re not. It’s to make sure the right people know how you can help and to do that in a way that doesn’t make you want to hide under your desk with a biscuit.