Sales without the sleaze: score clients without being too pushy

There’s a fine line between selling, and being salesy.

Most entrepreneurs know that line exists (and tread it carefully)—they’ve been on both sides of a sales conversation after all. But knowing it in theory doesn’t always translate to applying it in real life.

If you’re reading this, chances are you’re trying to walk that tightrope: You want to grow your business, land great clients, and generate revenue… without sounding like a walking pitch deck.

Maybe the idea of discounting your high-ticket offer makes you cringe. Or maybe you’re great at small talk in discovery calls, but freeze when it’s time to transition into “the pitch.”

The good news? You’re not alone. And there’s a softer, smarter way to sell—one that feels more human and still gets you paid.

Step 1: Don’t sell (right away)

Let’s start with this truth: In an ideal world, you wouldn’t have to sell at all. Your dream clients would knock on your inbox door, ready to pay in full, no questions asked.

But in reality? You do need to sell—because cash is oxygen for your business. The trick is to do it in a way that doesn’t feel like you’re begging for air.

Here’s the shift: You’re not pushing. You’re pulling. You’re creating so much value upfront that your audience can’t help but lean in.

So what does that look like in practice? Listening first, before diagnosing a problem. Relationship-building. Offering upfront value, often and generously. Not chasing someone down for that coveted 'yes.' You can casually slide mention of your services in, but focus on the client, not what you're looking to get out of things right this minute.

Step 2: Create case-specific lead magnets

Gary Vaynerchuk says it best: “Jab, jab, jab… right hook.” In plain English: Give, give, give… then ask.

Better yet, take a note from Alex Hormozi’s playbook: “Give, give, give… until they ask you.”

The modern sales game isn’t about pressure. It’s about generosity. That means building lead magnets so targeted and valuable that prospects come to you.

Think:

• A Loom video solving a niche problem

• A Notion dashboard template you actually use

• A walkthrough of a recent client win you were behind

• An easy-to-follow checklist that hits on a specific goal

These tools let you show your thinking, build trust, and gather leads—all without ever needing to say “buy now.”

Step 3: Let silence do the talking

Once you’re on a sales call and it’s time to drop your price… pause.

Let the silence hang.

That moment of quiet is where the shift happens—from “Wait, what?” to “Oh… they’re serious.”

It’s tempting to fill the space with disclaimers or apologies, but resist. Silence is a power move. It signals confidence, clarity, and leadership. Let them process. Let them ask questions. Let them lean in.

Remember: never reject yourself first. Sometimes you'll be surprised when what you thought would be a no turns out to be an "awesome, so how do we get started?"

Step 4: Guide the conversation, don’t hijack it

Sales doesn’t have to feel like a sudden turn in the conversation. In fact, the best transitions are the ones that feel spontaneous—even though they’re totally by design.

Try this: Once you’ve uncovered a real problem on the call, you can say something like,

“Wait—so just to recap, the biggest issue right now is [X]? Okay, can I share how I’d approach that?”

It’s not a pitch. It’s a solution.

And that small shift in tone makes all the difference.

Step 5: BAMFAM, then close

If you’re not ready to close on the first call, don’t force it. Instead, follow the old-school tactic of BAMFAM: Book A Meeting From A Meeting.

Lock in your next touchpoint before you hang up. Use that time in between to follow up with a custom Loom, a case study, or a relevant resource that keeps the conversation warm.

Then, close on the second call—with zero pressure and way more trust.

The bottom line:

Selling doesn’t have to be sleazy. You don’t have to push. You don’t have to beg. You don’t even have to ask—not right away, at least.

If you focus on generosity, design smart lead magnets, and show up with real solutions, your sales calls won’t feel like sales calls at all.

They’ll feel like exactly what they should be: conversations between humans who want to get something great done together.

Want help crafting case-specific lead magnets or structuring your sales conversations? Let’s chat.