Don’t Lose Your Soul to Sales, Christine Volden Had a Better Way to Get Comfortable With Selling

Ramon Ray sat down with Christine Volden, founder of Soulful Selling at Dreamforce 2019. Christine works with entrepreneurs and small business owners to help them get comfortable with selling and to grow and scale their sales teams. Christine believes that “everyone can sell with authenticity and confidence in a way that empowers them.”

How Do You Get Comfortable?

Selling can be awkward and uncomfortable. At Soulful Selling, Christine empowers business owners to reach their sales goals and get comfortable with 3 principles:

  1. Confidence in yourself
  2. Building trust
  3. Understanding the sales process

Build Relationships

According to Christine, “selling is just creating a relationship with someone.” She emphasizes that the first conversation should always be building trust and building the relationship. That free you from the pressure of feeling like you have to go right into the sale. You’re simply getting to know someone new.

Look for Win-Win Situations 

The second piece of advice Christine offers is to be on the lookout for win-win situations. Your product is probably not for everyone, so Christine says you want to look for the right person to try to sell it to. If someone says “no” you don’t need to be offended or take it personally. It’s not a big deal. It’s just not a good fit for whatever reason.

Take Your Time 

Lastly, Christine advises business owners to avoid pushing the sale before you build the relationship. This can result in failure and loss of confidence. Christine says that it takes 4-6 interactions to build trust. Those interactions can be emails, phone calls, or face-to-face interactions. But the bottom line is this: jumping right into selling is never the best strategy. 

For more information on how to sell with confidence and authenticity visit


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