How to Sell Better with Executive Coach Jule Kim

How to Sell Better? It starts shifting what you think you know…

Feeling stuck with sales? You’re not alone. Get ready to rethink everything you learned! This is part 1 of a special Masterclass Series.

Executive Coach Jule Kim joins me as co-host to unpack what really goes wrong when we try to sell.  From awkward energy to talking at customers instead of with them, we cover it all. Jule shares incredible insights from her recent training series, “Nail Your Sales,” offering relatable (and painfully funny) real-world examples of how bad sales can tank even the best product.

In this 4 part series you’ll learn:

• Sales Horror Stories – when it all goes wrong
• The Secrets to Nailing Your Sales
• Staying Authentic As you Sell

This episode is a must-listen for every entrepreneur or coach. Whether you’re just starting or looking to improve, Jule’s stories and actionable tips will change the way you approach your next pitch.

If you’ve ever had a cringey sales experience (or have been that salesperson), you’ll walk away with practical advice to get it right!

LISTEN TO NEXT: The Secret to Getting the Yes

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MORE ABOUT THIS SALES & MARKETING PODCAST EPISODE

“When a buyer comes to you, they expect to be the center of attention…but most sellers shove you off the stage and start dancing for you instead of spotlighting the customer.” – Jule Kim 

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• How can I improve my sales without feeling pushy or sleazy?
• How do I overcome anxiety during sales?
• What are the most common sales mistakes people make?

When was the last time you felt good about a sales call? Think back to a moment when you were completely ready to buy, but something went wrong—was it the awkwardness of the salesperson? The pressure to close the deal? You’re not alone if this sounds familiar. Many entrepreneurs and business owners struggle with sales because it feels like a battlefield where they’re either too pushy or too passive, leaving deals on the table.

What if selling didn’t have to be this way? Imagine entering every sales conversation feeling confident, relaxed, and connected to the person on the other end. In a recent episode of the Her First Three Years podcast, executive coach Jule Kim shared her no-nonsense approach to mastering sales without the sleaze factor. Here’s how you can start selling better today by rethinking how you connect with potential clients.

The Secret to Selling Without Sleaze

Let’s be real: nobody likes feeling like a used car salesman. But that’s exactly how many entrepreneurs feel when they’re trying to close a deal. They’re so caught up in the end goal—getting the “yes”—that they forget the most important part of any sale: the customer.

Jule Kim has seen this play out time and time again, and she believes it comes down to one critical mistake: not listening. “People have a hard time with listening because they’re so caught up in themselves and experiencing anxiety. They’re already coming from this persuading, convincing energy,” Jule explains.

In other words, salespeople often focus so much on selling that they lose sight of the person they’re selling to. If you’ve ever been on a call where you felt like the salesperson wasn’t hearing you, you know how frustrating that can be. So why do we fall into this trap? And more importantly, how do we avoid it?

Why Active Listening is Your Sales Superpower

Sales is often misunderstood. It’s not about being the most charismatic person in the room or knowing the perfect script by heart. The real secret to selling better is simple: listen more than you talk.

Jule highlights that active listening is a game changer in sales training. Think of it this way: your client wants to be heard, not just pitched to. If you can make them feel seen and understood, you’re already ahead of most salespeople. “When a buyer gets on a call with you, they expect to be the center of attention,” Jule says. “But most sellers shove you off the stage and start dancing for you instead.”

Imagine that—shining the spotlight on your customer, letting them lead the conversation, and guiding them toward a solution that feels tailored to their needs. Doesn’t that sound like a better way to sell?

How to Sell With Confidence Without a Script

For many entrepreneurs, there’s a sense of safety in following a sales script. But rigidly sticking to a script can backfire. Jule recounts a time when she was on the verge of buying from a company she loved. Everything was set—until the salesperson stuck to their script and completely missed what she needed. “He wasn’t listening for my answers before jumping into the next section,” Jule recalls. “He was so set on how to pivot to the sale that he didn’t hear what I was communicating.”

What’s the takeaway? Drop the script and learn to sell with confidence by focusing on the conversation at hand. Jule’s advice? Make sure you’re actively engaging with your customer. Instead of rushing to the close, take the time to understand their unique situation and respond to it thoughtfully. This not only helps you sell without feeling sleazy, but it also builds trust with your clients.

Handling Sales Anxiety: It’s Okay Not to Know Everything

One of the reasons people stick to sales scripts is fear—fear of not having all the answers, fear of looking incompetent, and fear of losing the sale. But Jule offers a refreshing perspective: it’s okay not to know everything. In fact, admitting when you don’t know something can actually help you connect more deeply with your customer.

“The fear of looking stupid or incompetent stops people from pausing to look things up,” Jule says. But, as she points out, what makes you look worse is pretending you know the answer and glossing over important details. Being upfront and taking the time to find the right solution shows that you care about your customer’s needs more than just closing the deal.

This approach doesn’t just ease your anxiety; it also helps you sell with confidence and build stronger relationships with clients. After all, authenticity is key to creating lasting connections.

The Power of Role Play in Sales Training

If you’re serious about improving your sales skills, role-playing can be a powerful tool. Jule’s “Nail Your Sales” webinar series includes role-play scenarios that help participants practice active listening and real-time problem solving. By mimicking real-life situations, you can sharpen your ability to pivot when a conversation doesn’t go as planned, without falling back on scripted lines.

Role-playing also teaches you how to overcome objections in a way that feels natural and respectful. Remember, selling isn’t about bulldozing over the client’s concerns. Instead, it’s about spotlighting their needs and guiding them toward a solution.

Ready to Sell Without Sleaze?

Sales doesn’t have to feel uncomfortable or awkward. With the right mindset and skills, you can learn to sell without sleaze and make authentic connections that lead to real results. Jule Kim’s approach to sales training emphasizes active listening, confidence, and adaptability—all without losing sight of what matters most: your customer.

So, if you’re ready to take your sales game to the next level, start by listening. Engage with your clients in a meaningful way, be open about what you don’t know, and let go of the pressure to perform. When you do, you’ll not only sell better, but you’ll also build a reputation for being a trustworthy, authentic seller—one who people actually want to do business with.

Want to learn more about mastering sales?

Listen to Her First Three Years podcast, where Jule Kim dives deeper into these insights and shares more tips on how to close deals without the awkwardness. You won’t want to miss this episode!