How to Lead Authentic Sales Conversations (Without Feeling Salesy)

A very special thank you to Brooke Greening - the guest expert on this week's episode of Tiny Marketing. Get all of her links and goodies here.

Let’s be real for a second. If the idea of a sales conversation makes you break into a sweat, you are so not alone. Coaches, consultants, creatives—you’re all experts in your craft. But selling it? That’s where things can get awkward fast.

Here’s the good news: selling doesn’t have to feel gross. You don’t need to rely on sleazy tactics or pushy pitches. You just need a little structure, a little prep, and a whole lot of authenticity.

Let’s break down a relationship-based selling approach that feels good for you and your clients—and gets results.

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Why Winging It on a Sales Call Doesn’t Work

We’ve all been there. You hop on a call, thinking, “I’ll just go with the flow.” You don’t want to sound like you’re reading from a script, right?

But here’s the thing: winging it usually backfires.

When you’re unprepared:

• You talk way more than you should.
• The conversation meanders.
• You miss the chance to connect deeply with the client’s real needs.

Preparation doesn’t mean scripting every word. It means having a game plan—a framework that keeps you on track and helps you show up with confidence.

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The SERVICE Sales Framework (Prep in Under 15 Minutes)

The key to feeling confident in a sales conversation? A simple, repeatable structure. Enter the SERVICE Sales Framework.

This framework isn’t about closing deals. It’s about serving your potential clients and leading a conversation that’s valuable for both of you.

Here’s how it works:

• S – Set expectations Right from the start, let them know what to expect from the conversation. “We’ll talk about your business challenges, see if I can help, and if so, discuss next steps.”
• E – Establish rapport Go beyond small talk. Build genuine connection. Understand where they’re coming from.
• R – Recognize the problem Listen carefully. Ask great questions. Get to the heart of their challenges.
• V – Verbalize the value Reflect back the value you can bring. Show them you understand their problem and how you can help.
• I – Identify objections Don’t shy away from potential concerns. Address them openly.
• C – Create urgency Help them understand why solving this problem matters now.
• E – Explain next steps Clearly lay out what happens next. No vague promises. Give them a roadmap.

This whole process? You can prep for it in 10–15 minutes before your call.

Lead Without Dominating the Conversation

Here’s a pro tip: on a sales call, your job isn’t to talk. It’s to listen.

Once your potential client starts sharing, resist the urge to jump in and solve everything on the spot. Let them talk. Really listen.

If you catch yourself wanting to fill the silence, pause. Look at the clock. Give them space. Ask clarifying questions like:

• “How is that affecting your business right now?”
• “Tell me more about that challenge.”

You’ll uncover so much more when you hold back and listen deeply.

The Power of Setting Clear Next Steps (Goodbye Endless Follow-Ups)

Raise your hand if you’ve ever heard this at the end of a call: “That sounds great! Just send me a proposal.”

And then… crickets.

Here’s how to avoid landing in endless follow-up limbo:

1. Never send a proposal without a follow-up meeting scheduled. Before you wrap up the call, set a date and time to review the proposal together.
2. Clarify their commitment. Ask, “Is this something you’re ready to move forward with, or do you need time to decide?” Get clear on if they’ll take the next step, when, and why (or why not).
3. Send a calendar invite on the call. Don’t leave it to chance. Take 30 seconds to get it locked in.

This alone can speed up your sales cycle and increase your close rate dramatically.

Make Clients Thank You for the Sale

The goal isn’t just to close deals. It’s to create such a great experience that clients are genuinely grateful they chose to work with you.

How? By solving the right problem.

Clients will often show up with surface-level issues. But the real pain points? They’re deeper. Your job is to gently peel back the layers, validate their experience, and clarify what’s really driving their challenges.

When you uncover that core issue and offer a solution that truly fits, they won’t just buy—they’ll thank you for it.

Ready to Try Relationship-Based Selling?

If you’re tired of feeling awkward on sales calls or getting ghosted after sending proposals, it’s time to shift your approach. Use the SERVICE Sales Framework, prep intentionally, listen deeply, and guide the process confidently.

Selling doesn’t have to feel like selling. It can feel like helping. And that’s exactly how it should be.