What if I told you you’re struggling in sales because you’ve been approaching it the wrong way? In this episode of the Sell by Being Human podcast, Alex Smith sits down with sales coach and entrepreneur Natasha Hemmingway to flip the script on everything you think you know about selling. Her message is simple but powerful. Sales is serving. And hustle? It might actually be pushing your dream clients away.

Natasha shares how growing up with a servant leader mom shaped her philosophy of heart over hustle, and why mindset, not strategy, is usually what holds entrepreneurs back. They unpack fear of rejection, fear of pricing too high, burnout, and the sneaky subconscious patterns that sabotage growth.

You’ll also hear her practical fear-to-faith framework, why most entrepreneurs are undercharging, and how being crystal clear in conversations builds trust fast.

If you want to grow your business without feeling pushy, awkward, or salesy, this conversation will change how you show up and how you close.

Key Takeaways

1. Why hustle energy can secretly sabotage your sales
2. The “Fear to Faith” cycle that breaks limiting beliefs
3. How your subconscious affects pricing, confidence, and closing
4. Why most entrepreneurs are undercharging
5. The truth about “not all money being good money”
6. How to qualify clients with clarity and integrity
7. Why connection always beats persuasion

In This Episode:

1. [00:00] Introduction & guest welcome
2. [01:04] Personal connection & authenticity in sales
3. [03:17] Natasha’s take on Sell by Being Human
4. [05:06] Mindset and self-relationship in sales
5. [06:14] Role models: Servant leadership & early influences
6. [09:14] Sales beyond traditional roles
7. [11:01] Defining hustle (and why it backfires)
8. [13:31] Balancing hustle and heart: Client challenges
9. [14:35] Strategy vs. mindset in sales success
10. [18:38] Practicing what you preach: Natasha’s own journey
11. [19:41] Faith, surrender, and decision-making
12. [21:13] Qualifying clients & setting boundaries
13. [22:03] Authenticity and invitation in sales calls
14. [26:13] Sales as a universal skill
15. [27:12] Sales in family & daily life
16. [29:43] Mindset, fear, and the subconscious
17. [30:20] Breaking through fear: The fear-to-faith cycle
18. [36:13] Pricing, value, and worth in sales
19. [38:06] What makes Natasha... Natasha
20. [40:10] Family support & self-care
21. [42:02] Where to find Natasha
22. [42:19] Closing & gratitude

Notable Quotes

1. [01:49] "At the end of the day, we aren't what we do; we are who we are" — Natasha
2. [03:24] “Selling with heart, not hustle, is selling by being human." — Natasha
3. [03:48] "I always say sales equals serving; you are serving a person." — Natasha
4. [12:01] "Hustle can lead to burnout, and hustle can actually push people away from you." — Natasha
5. [34:12] "If you don’t ask, you don’t know, and if somebody says no, what do you lose? Nothing." — Natasha
6. [36:36] "General rule of thumb for most entrepreneurs: you are not charging enough. Period." — Natasha
7. [39:09] “No matter the time or day, I’m always going to be there; I show up for people.” — Natasha

Our Guest

Natasha Hemmingway is a sales coach, consultant, and pricing profitability expert helping entrepreneurs and corporate sales teams grow revenue without sacrificing authenticity. Her philosophy Heart, Not Hustle empowers professionals to sell with integrity, confidence, and sustainable strategy.

Summary:

Today I bring on executive communications coach Amos Balongo, who shares insights on the importance of human connection in sales. I'm always interested when people come from completely different cultures to sell themselves and what they do. They are corced to learn how to see people as individuals and Amos will share how to do that in your own life. It seems unlikely that a boy from Africa that knew no English could go on to being a successful keynote speaker and executive consultant but Amos will explain how he used sales and human connection to do it.

Amos discusses his journey from Africa to becoming a keynote speaker, emphasizing the need for authenticity, understanding audience needs, and the power of storytelling.He highlights the significance of personal growth, the impact of philanthropy, and the necessity of building trust with clients. The conversation concludes with a rethinking of sales as a service rather than a transaction, encouraging listeners to focus on improving others' lives.

Key Moments:

02:13 The Essence of Selling by Being Human

06:00 Amos's Journey: From Africa to Keynote Speaker

11:50 Understanding People: The Key to Connection

17:50 The Art of Speaking: Motivating and Inspiring Audiences

23:48 Storytelling as a Tool for Connection

29:44 Finding the Right Fit: Coaching and Client Relationships

35:19 Disruption and Growth: Personal Development Insights

38:29 Final Thoughts on Sales and Human Connection

Connect with Amos

1. LinkedIN

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2. Website:

Summary:

This episode I speak with Mark McDougall, a web designer and developer, about the importance of human connection in sales as a product designer. In Mark's line of work. he has to connect to business owners, marketers, and entrepeneurs on ways to make their websites more effective.

Notice I didn't say, he has to tell people their baby looks ugly?

We talk about how empathy and understanding client needs are crucial for successful selling, especially for solopreneurs. He shares tips on how he consults with people to understand their motivations for their websites. Mark shares his journey from corporate life to freelancing, emphasizing the lessons learned through experience. The conversation also covers effective cold emailing strategies, the significance of crafting engaging subject lines, and the value of vulnerability in sales interactions. You'll also learn Mark's funny but logical metaphor on how strawberries apply to understanding concepts of value.

Mark provides insights into managing sales conversations and offers advice for those starting their own businesses, highlighting the need to embrace the unique aspects of one's personality in the sales process.

Takeaways

Empathy is essential for effective selling.

Understanding client motivations leads to better sales outcomes.

Cultural background can influence sales techniques.

Trial and error is a key part of learning sales.

Cold emailing should focus on genuine interest in the recipient.

Crafting personalized subject lines increases email open rates.

Building rapport is crucial in sales conversations.

Vulnerability can foster deeper connections with clients.

Sales is about mutual value exchange, not just transactions.

Being comfortable with awkwardness can enhance sales interactions.

Key Moments:

00:00 Introduction to Human-Centric Selling

02:58 The Importance of Empathy in Sales

06:09 Cultural Shifts and Personal Background

09:00 Lessons from Corporate Experience

11:59 The Shift to Solopreneurship

15:10 Understanding Client Needs

17:41 Cold Email Strategies

21:00 Crafting Engaging Subject Lines

24:08 Creating a Human Connection

26:59 Managing Sales Conversations

29:54 Being Vulnerable in Sales

32:51 Advice for Solopreneurs

35:55 Embracing the Weirdness in Sales

38:38 Conclusion and Resources

Connect with Marc, and learn about strawberries and value

1. LinkedIN
2. Why selling is like strawberries

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Summary:

I'm kicking off 2026 with a conversation with Rick DeLisi, a thought leader in customer service and AI. Rick co-authored "Digital Customer Service: Transforming Customer Experience for An On-Screen World and is a leading researcher on providing world class customer experiences.

If you have ever had to contact any company for a customer service issue - you know what it feels like to get poor customer service versus good customer service. The problem is that most if not all of those companies you've worked with will call themselves "customer centric". This conversation explores what it means to sell customer service through the lens of being human. We explore the evolving landscape of customer interactions, emphasizing the importance of human connection, the psychology behind customer loyalty, and the role of AI in creating effortless experiences. Rick shares insights from his research, highlighting the need for companies to understand their customers' emotions and the significance of reducing effort in service interactions. We also delve into the balance between efficiency and empathy, the future of customer service, and practical examples of how companies can enhance their customer experience. If you want to understand the pysychology of a customer at a deep level, this episode is for you!

Sound bites

"People don't mind being wowed."

"You don't need a person for that."

"It's about knowing which is which."

Key Moments:

00:00 Introduction to Human Connection in Sales

03:03 The Psychology of Customer Interactions

05:50 Understanding Customer Loyalty and Experience

09:13 Effortless Customer Service: The Key to Loyalty

11:54 The Role of AI in Customer Interactions

15:02 Seamless Transitions Between Digital and Human Support

18:00 The Importance of Context in Customer Service

20:56 Surprising Insights from Customer Research

25:17 Harnessing AI for Enhanced Customer Interactions

28:34 The Future of Customer Service: A 2026 Vision

30:52 Balancing Efficiency and Empathy in Customer Service

35:58 Real-Life Customer Experience: Lessons Learned

41:48 Understanding Customer Needs: The Key to Retention

Connect with Rick

1. LinkedIN

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2. Website:

Summary:

What can you learn about sales and connections from a guy on a mission to connect housands of people via cocktail parties?

Today I bring on Eric Melchor, a channel manager at Honeywell, and a Texan at heart living in Bucharest. Those two things may not go together but Eric followed his wife to Europe and he's connected hundreds of people over conversations at local cocktail parties.

We explore the significance of human connection in sales, the power of storytelling, and the importance of authenticity in building trust. Eric shares his unique approach to networking through cocktail parties, emphasizing the value of personal connections over traditional networking methods. The conversation highlights the role of icebreakers in fostering meaningful conversations and offers practical strategies for engaging with others, both online and in person. I'm a big believer in people buying into the human side of you and Eric gives you tools to do this yourself through the way he connects one time guests.

Key Moments:

00:00 Introduction to Human Connection in Sales

03:08 The Power of Storytelling in Sales

06:06 Personal Background and Influences

08:59 Creating Comfortable Environments for Connection

11:59 The Cocktail Party Concept

15:07 Unexpected Outcomes from Networking Events

18:01 Building Relationships Beyond Job Titles

21:02 Curating Connections for Events

23:47 Practical Tips for Strengthening Connections

27:09 Conclusion and Final Thoughts

Connect with Eric

• LinkedIN
• Heading to Bucharest? Reach out to Eric for a Cocktail Party

Connect with Us!

• LinkedIN:
• Website:

Summary:

Today we bring on Jen Mueller, a seasoned sports broadcaster and communication expert.

Jen Mueller is a business communication expert and the founder of Talk Sporty to Me, where she helps companies level up their communication skills with actionable strategies inspired by her 25-year career as a sports broadcaster.

An Emmy-award-winning producer, Jen is in her 16th season as the Seattle Seahawks sideline radio reporter and has spent 18 years with the Seattle Mariners on ROOT SPORTS. She’s known for building strong relationships, delivering meaningful content in short bursts, and expertly handling post-game interviews (while dodging Gatorade baths!).

She’s also the author of three books on communication and the creator and host of “I Cook, You Measure”—a YouTube cooking show that blends instruction with connection over food and wine.

Our conversations explores the nuances of human connection in sales and broadcasting, emphasizing the importance of empathy, consistency, and effective questioning. Jen shares her experiences interacting with professional athletes, particularly in challenging situations and losses. She tells stories of the significance of small gestures, like thank you notes, in building relationships. We talk about practical strategies for asking better questions and creating safe spaces for honest dialogue, ultimately showcasing how personal connections can enhance professional interactions.

Key Moments:

00:00 Introduction to Human Connection in Sales

02:47 The Art of Meeting Athletes Where They Are

06:01 Building Relationships Through Consistency

08:48 The Importance of Intentional Communication

12:08 Navigating Tough Conversations After Losses

14:51 Learning from Experience and Trial

17:56 Asking Better Questions in Interviews

21:00 Handling Difficult Post-Game Interviews

24:10 The Impact of Losses on Athletes and Reporters

28:01 Navigating Tough Conversations

30:21 The Importance of Clear Communication

32:00 Creating a Comfortable Interview Environment

34:07 Crafting Effective Questions

37:51 Understanding Client Needs

39:51 The Impact of Small Interactions

42:50 Memorable Moments in Sports Journalism

51:26 Personal Insights and Quirks

Connect with Jen!

• LinkedIN

Connect with Us!

• LinkedIN:
• Website:
• Youtube

Summary:

Today I speak to Jared Cook, a seasoned expert in customer success and sales. Jared has most recently been a SR VP of Customer Experience at Docebo and has held senior roles in Customer Success at companies like Domo and Adobe. He is the founder of Crush Churn Consulting where he helps companies reduce churn by 30%.

Our conversation explores the importance of human connection in sales, the role of customer success in driving retention, and the need for genuine relationships with customers.

Jared shares insights from his childhood about sales, emphasizing the importance of confidence, connecting on a human level as a leader, and a seller, and understanding customer needs.

There are so many useful approaches that Jared shares on having difficult interactions with clients to creating a personal connection with a new team that you can take into what you do.

If you want practical strategies for improving customer retention and preventing churn, and implementing curiosity and empathy in your sales interactions. You'll walk aways with foundational skills to integrate your personal and professional lives to foster deeper connections with the people your work with and the clients you serve. This was a fun one to learn from an executive is customer success and how those skills can help you in sales!

Sound Bytes:

"It's about helping a human solve a problem."

"You can create human connection at scale."

"I'm always up for an adventure."

Key Moments:

00:00 Introduction to Human Connection in Sales

02:41 Defining Selling by Being Human

05:01 Lessons from Childhood: Sales and Confidence

10:47 Integrating Personal and Professional Life

17:24 The Role of Customer Success in Sales

21:28 Curiosity as a Sales Tool

28:09 Improving Customer Retention Strategies

33:18 Identifying and Preventing Customer Churn

39:36 Building Genuine Connections with Customers

Connect with Jared

• LinkedIN
• Website

Connect with Us!

• LinkedIN:
• Website:

Summary:

Today I bring on Kevin Yates, known as the L&D Detective, to explore the intersection of authenticity, resilience, and effective learning and development practices. I knew that I needed to talk to Kevin after seeing him present at our conference. He was able to connect with the crowd in a unique way with his engaging talk and also shared inisghts of how he sold big ideas in previous roles by focusing on business performance and human performance.

Kevin shares insights on how to he sells by being human as a speaker, emphasizing the importance of authenticity in engagement. His. method of speaking is to really immerse his audience within a problem and take them on a journey. You'll learn how Kevin crafts his speaking frameworks to take people on a journey and you'll also get insights on how he would get really big initiatives done by focusing on business outcomes.

Kevin has had to gain influene with business leaders, executives, and now with audiences. You'll leave with takeaways on how he's done that in his career and how you can apply it to your own situations where influence needs to be built.

Key Moments:

00:00 Introduction to the Podcast and Guest

02:33 The Essence of Selling by Being Human

07:23 Authenticity in Sales and Learning Development

11:19 The Responsibility of Sharing Knowledge

15:37 Lessons from Ella Yates: Resilience

19:48 Understanding the L&D Detective Brand

26:23 The Essence of Collaborative Selling

29:33 Creating Experiential Learning Opportunities

32:59 Democratizing Access to Learning Resources

35:56 Defining Impact in Learning and Development

40:17 Shifting Mindsets in L&D

42:42 Performance Consulting vs. Traditional Training Conversations

Connect with Kevin

• LinkedIN

Connect with Us!

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• Youtube
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