293: 3 Reasons People Suck at Sales — and How to Fix It

Why People Struggle with Sales (and How to Get Better!): Key Lessons from Her Empire Builder Show, EP 293

Let’s be honest: sales can feel icky, awkward, and—let’s just say it—hard! If you’ve ever sat in front of a blank sales page agonizing over what words to use, or lost sleep worrying about sounding too pushy, you’re not alone. In EP 293 of the Her Empire Builder Show, Tina Tower dives deep into why so many female course creators (and let’s be real, anyone in the online business world) struggle with sales—and, more importantly, how to turn it around.

Below, you’ll find the three key reasons people “suck” at sales, along with Tina’s actionable (and refreshingly honest!) advice for each.

1. Selling Like Someone You’re Not

Ever seen a smooth, authentic teaching moment turn suddenly cringe-worthy when a webinar host switches to sales mode? According to Tina, that’s what happens when you try to sell like someone else—using a voice that doesn’t feel like yours.

So many entrepreneurs fall into the trap of thinking they have to be extra polished or “professional” to sell. Especially in cultures with “tall poppy syndrome” (think Australia, NZ, the UK), there’s a reluctance to own your successes and “sell yourself.” Tina admits she once needed a couple of G&Ts just to loosen up enough to write her own sales copy!

How to Fix It:
Drop the sales mask. Write your sales content like you’re chatting to your best friend—be human, relatable, and casual. Practice “bestie marketing,” inspired by Zoe Foster Blake: your sales pitch should read like coffee-chat advice, not a corporate memo. Inject real stories, and don’t shy away from owning your awesomeness.

2. Being Afraid to Ask for the Sale

It’s easy to fall into the “I don’t want to sound pushy” trap—so easy, in fact, that many presenters end their webinars with a limp call to action (or skip the ask altogether!). Tina sees it all the time: people delivering tons of value, then half-heartedly mentioning their paid offer or hiding vital sales details.

Sometimes, you might overwhelm your audience with content to “prove your worth,” leaving people thinking, “I’ve learned enough for now!” The problem? You miss out on providing your audience with the transformation they actually want.

How to Fix It:
Reframe selling as a service. You’re not begging people to buy—you’re offering them the chance for transformation. Be clear, confident, and direct with your calls to action, both in your webinars and your emails. Give people a reason to buy now, not three months from now. And, as Tina says, don’t worry about unsubscribes; those who stick around want to hear from you.

3. Selling Features Instead of Feelings

People don’t buy your course because it’s eight modules or comes with Canva templates—they buy because of the transformation you promised. If your messaging focuses on the what (features) instead of the why (feelings and results), you’ll lose sales.

How to Fix It:
Always begin with the end in mind. Paint a vivid picture of what your client’s life will look like after they complete your program. Tackle objections head-on and spell things out in clear, non-corporate language: simple, relatable, and real. (Pro tip: Ask a friend to read your sales page and explain it back to you. If it’s not crystal clear to them, revise!)

Final Thoughts: Confidence in Action

Effective sales isn’t about being sleazy or brash—it’s about confidently owning your value and making it easy for people to say “yes” to their own growth. As Tina puts it, “Sales is service and sales is leadership.” Practice, tweak, and show up as the brilliant, unique you.

Happy selling—and remember, your offer is the bridge to someone’s transformation. Don’t let them wander alone!