This episode is about what modern sales actually look like for women in business now.

We’re no longer selling to buyers who want to be convinced, managed, or pushed through a process. Today’s buyer wants to feel seen, respected, and emotionally safe in the decision-making process, and that requires a completely different skillset.

Inside this episode, I break down the expressive buyer and explain how this client type responds to genuine connection, direct invitations, and communication that feels human rather than strategic. We talk about why resistance in your business is often a signal, not a problem, and how understanding buyer psychology allows you to sell with far more ease and integrity.

I also touch on why personalised communication is now non-negotiable, how real relationships support stronger retention and smoother launches, and why integrity in delivery matters just as much as the way you sell.

If this conversation resonates and you want to start developing modern sales skill in a way that feels aligned and sustainable, you can begin with Sell Like A Woman – $11. It’s designed to help you move away from outdated tactics and build communication-led sales skills that actually convert in today’s market.

If you’re ready for deeper support and want to refine how you sell across all buyer types with clarity and leadership, you’re welcome to apply for 1:1 business coaching here.

If you’re part of a community, team, or organisation and want this work delivered through workshops or a custom curriculum, you can request guest facilitation or bespoke training here.

And if you want to stay connected beyond the podcast, you can follow Women That Sell on Instagram or connect with me personally at @therileymay, where I share ongoing insights around modern sales, buyer psychology, leadership, and building businesses that last.

If this episode supported you, share it with someone who’s navigating sales in this new era and needs this perspective.