Do sales make your palms sweat and your heart race? Good. You're not alone. In this episode of The Lindsey Anderson Show, I’m joined by Paul Kuthe to talk about how fear isn’t the enemy; it’s actually our greatest teacher.

We dig into why sales feel uncomfortable, how fear shows up in business, and why playing the wrong role in your client’s story might be the real reason it feels so hard.

We also talk about how to reframe fear, step into the role of the guide, and use mindset and storytelling to show up more powerfully in the moments that matter. If you’ve ever wanted to feel less awkward in sales, more confident in leadership, and better equipped to take action even when you're scared—this one’s for you.

Whether you’re an online business owner or entrepreneur looking to scale, this episode will help you rethink fear and sell with more authenticity and impact.

Guest Introduction

Paul Kuthe is a National Geographic Explorer, a bestselling author, and the founder of Tributary Coaching.

He combines extreme sports coaching with high-performance psychology to help entrepreneurs, creatives, and leaders confront fear and take bold action.

From kayaking off waterfalls to coaching CEOs through high-stakes decisions, Paul brings a perspective that’s grounded in courage, clarity, and storytelling.

He’s worked with everyone from therapists to founders to celebrities, helping them stop white-knuckling it through life and business and start leading with purpose.

Reframe Fear & Start Selling With Ease - Key Takeaways

• Fear isn’t something to eliminate—it’s something to reframe
• The same physical symptoms of fear also show up when we’re excited—your body doesn’t always know the difference
• If you feel stuck in sales, it might be because you’re playing the wrong role in the story
• When you shift from “hero” to “guide,” selling becomes service
• Your brain is wired to overreact to perceived risk—learning to override that is a skill you can practice
• Acting in the face of fear is a muscle—and it gets easier every time you use it

What We CoveredReframing Fear

Paul shared how his relationship with fear started as a whitewater kayaker. Running rapids and waterfalls naturally comes with risk, but he learned early on that fear could actually be a performance tool. Instead of trying to suppress it, he learned to work with it—to stay sharp, present, and focused.

That same principle applies in business. Fear is just a signal, and how we interpret it determines what happens next.

Sales and the Role You’re Playing

One of my favorite parts of this conversation was when Paul broke down how fear shows up in sales—and how often, it comes from playing the wrong role in the story.

When we put ourselves in the “hero” position, we unintentionally push our customers into roles like the victim or villain. That creates tension and discomfort. But when we shift into the role of the guide, the pressure drops. It’s not about convincing or closing—it’s about helping someone else win.

That shift alone can change everything about how we show up in the sales process.

The Neuroscience of Fear

Fear lives in the limbic system, the part of our brain responsible for emotion and instinct. It’s fast, it’s reactive, and it’s built to keep us alive. But our logical thinking—the part that can assess risk, make plans, and stay calm—lives in the neocortex.

Here’s the kicker: our fear brain is louder and faster. That’s why even when we know logically that something is safe, we still feel terrified.

The trick is learning how to pause, recognize which part of the brain is running the show, and then choose to act from the higher part—even if the fear doesn’t fully go away.

Action in the Face of Fear

Let’s get real: you’re not always going to feel ready. You’re not always going to feel brave.

Sometimes you have to show up scared. Sometimes you do the thing afraid.

Whether it’s raising your prices, showing up on video, or stepping into leadership—you can’t wait for the fear to go away. Courage means acting anyway.

Even Paul’s kids, who paddle rivers like pros, are scared of going upstairs alone. Fear isn’t logical. But it’s always an invitation.

Fear, Story, and the Sales Cycle

Sales brings up a lot of fear—rejection, confrontation, visibility. But it’s not the activity itself that’s scary. It’s the story we’re telling ourselves about it.

If your story is “I’m being pushy,” then of course you’ll resist making the offer.

But if your story is “I’m a guide helping someone solve a problem,” then showing up becomes an act of service.

Change the story, and you change the experience.

Practice the Pause

Paul teaches something so simple, but so powerful: practice the pause.

Between any circumstance and your emotional reaction is a tiny space—a gap where you get to choose the story.

If you install the right narrative in that gap—one that helps you feel aligned and empowered—you’ll take better action.

This isn’t about gritting your teeth and forcing it. It’s about rewiring how you respond to fear with intention.

Key Quotes

• Fear is just the result of the story we're telling ourselves in our mind.
• You're not the hero in their story. You're the guide.
• Fear and excitement feel the same in your body. You get to choose the story you tell about them.
• If you don’t take the guide role, you might accidentally make your client the victim or villain.
• You can do things scared. That’s what courage actually looks like.

Resources Mentioned

• Paul’s website: https://www.tributarycoaching.com 
• Join my upcoming free LIVE masterclass: https://www.lindseya.com/workshop