In this episode of Your Dream Business Podcast, I’m tackling the often-feared topic of sales calls with Charlie Day, a pro in the sales world and award-winning entrepreneur. We chat about how the online business landscape is changing and why sales calls are becoming more important—especially for high-ticket items. I also share my own struggles and misconceptions around sales, while Charlie drops some super helpful tips on handling objections, building real relationships, and selling with integrity. Packed with real-life examples and thought-provoking insights, this episode is perfect for coaches, course creators, and membership site owners who want to step up their sales game in today’s fast-changing market. 

 

 

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Transcript

Teresa: Today's podcast guest called me out on something that I don't do and really made me think about why I don't do it and why maybe I should. We are talking about sales and sales calls. If you have ever thought, I don't need to do a sales call, I have an online business, well, the world is changing, and depending on the price of your product that you're selling online, some people are going to want to get on a sales call with you, and in some instances we will need to do that.

So how do you do a sales call if you don't love selling? And also how do you do it with integrity, non sleazy in a way that feels good for you and the person who's on the call with you? This is exactly what we're talking about in today's podcast episode.

Welcome to the Your Dream Business Podcast. I'm your host Teresa Heath Wareing an international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast.

I am so excited to [00:01:00] guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you are in. In each episode, I'll share you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way.

So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started. Hello and welcome to another episode of the Your Dream Business Podcast. I'm your host Teresa wearing as always. Okay. This week we have an interview and it's a subject that I don't really love, but I have to learn to love it.

I don't have to learn to love it, but I definitely need to learn to do it because the world of online business is changing. And today I am talking to the very lovely Charlie Day Sales about sales. Her name isn't Charlie Day Sales. Her business is called Charlie Day Sales. Her name's Charlie [00:02:00] Day. Anyway, so we are talking all about sales and how you sell to people, now.

I think most of us in business really don't love that. And I think there's this thing where, and I think it's for me, that if you are trying to sell, you don't care. Like, and I know that sounds ludicrous and this episode is definitely gonna prove that is not the case, but. In my head, it's like if you are going into a sales call and you're trying to convert someone, and you know it's a numbers game, so you know you need to do X amount of sales calls.

If you want X amount of customers that that doesn't feel like you are caring or that you are like invested. You are just invested in the sale and that really isn't the case. And I think that's probably a block I've had in my own head that I have to shift that actually. Selling isn't what we think it is.

Selling is just about having a conversation, and that's exactly what Charlie shares today. We also talk about how not [00:03:00] selling is also part of selling, and I know this really well. One thing I'm very good at is not having someone buy from me if I don't think it's appropriate. I have been on a few different calls where I have said, I don't think you should.

Because either I don't think they're ready. I don't think they'll do the work. I don't think it's the most effective use of their finances at that point. And what's kind of a bit sad in some cases is I've then found out later on they've gone and bought from someone else. And I say this on the episode, and that's frustrating because I was doing.

In my head, I had the kindness to them and not just taking their money. And I'll still stand by that and I think that's still important. But anyway, I digress. Charlie talks us through what selling is and basically, as I said, it's asking questions, it's being open to the conversation, and then also it's challenging some of those answers and I get Charlie to go through and say like, treat me as if I'm someone she's selling to.

What would she say to this? Because for me, that's the most [00:04:00] helpful hearing someone who. Almost go through a role play. Of like, okay, so if someone said this, what would you say back to them? And I think you're gonna find this episode so very helpful. And the reason I think you're gonna find it hope helpful, even though we're online businesses and lots of people will think, well, we don't do sales calls, we do webinars where we sell and people click to buy.

The world has changed. We know that. I've talked about that a lot. And one of the things that's changed from a buying online point of view is people are not so keen and understandably so to just click a button and pay 2000 pounds or $2,000. And actually Charlie mentions in the episode that anything over 2000, we really should be 2000 and above.

We should be looking at sales calls. But it's understandable. That's a lot of money, right? And if someone is going to invest that amount of money with you, you could get on a 20 minute call and have a conversation with them and say, okay, this is what it is. This is who I am, this is what it looks like.

It doesn't have to feel like I'm [00:05:00] gonna get 'em on a call and I'm gonna close them down. That isn't what sales has to be. And Charlie is a really good salesperson and I joke that I won't get on her list 'cause otherwise she'll sell to me and then I'll buy. But actually everything she said didn't make me think, oh, you're just really good at selling.

It was a real strategy and a real kind of, it came from a really lovely place. So I do think you're gonna really enjoy this episode. Okay. Charlie Day is a multi-award winning entrepreneur, and she has built three multi-six figure businesses from the ground up. She's passionate about helping business owners create more sales in their business and proclaims that selling is easy if you just know how. She believes that selling the right way with integrity and with the customer's best interest at heart.

Amen. Yes. No slee sales tactics or pushy closes with Charlie. She wants to change the face of sales and help people create a sales strategy that works time and time again. Charlie's also the founder of Sales Made Easy an agency. No, not Sales Made Easy. She's also the founder of [00:06:00] Sales Made the Agency where she sells on behalf of other business owners.

She, like I said, this is her world. She loves this stuff and she's very good at it and. Where she comes from, from a selling point of view feels really good. So I think you're gonna really enjoy this episode, and whether you think you'll ever have to get on a sales call or not, I know you're gonna get something from it.

Without further ado, here's the lovely Charlie.

Charlie, welcome to the podcast.

Charlie: Hi, I am so excited to be here.

Teresa: I am very excited for this conversation because. You came to an event I was at and spoke and whether you knowingly know you did it or not, but you really called me out and made me go, oh God, I like have a bit of a hard looking the mirror at myself about sales.

I wanna kick straight off with do you think anybody can sell?

Charlie: Yes.

Teresa: Great, thanks. Goodbye. No joking. Okay,

Charlie: then anyone can sell. And I think, [00:07:00] you know, here's the thing. People look at me and they go, you are confident. You are out there, you are enthusiastic. Of course you are. You are great at selling. But I'm not. I'm awkward. Do you know what I mean? Just I get myself into the zone of setting. I absolutely hate walking into a networking event where I know nobody, that to me is hell. Put me on a sales call with a complete random stranger, and I'm in my element because I have chosen to become a salesperson, and I've stepped into that and I have become that person.

And I honestly believe that anyone can do it. And if anybody's listening to this and they're thinking, I'm introverted, I'm shy, whatever you want to call it. Brilliant. Great, because do you know what, sometimes extrovert comes across pushy. Sometimes extrovert is too much. I know I'm too much for some people.

And actually to be excellent at sales, you need to be a great listener. A great really uncovering problems and often introverts [00:08:00] are really, really great at that. So can an introvert be as good selling as an extrovert? Absolutely. Anybody can sell. And the main thing that I think you need is just a want, a want to sell.

Teresa: And I think if you ask most business owners, they don't want to sell. Like if the sales could just come in without me actually doing anything, that would be awesome. Do you feel like they have any choice? Because I'm not sure they do.

Charlie: No, not in 2025. I'm afraid they don't. And people who've been on a journey and, you know, I came into this space in 2020, so I had it okay for a couple of years, but people who came in prior to 2020 and had it good for like years and years and years.

Then making that shift to now. Now we're actively selling. We are not just putting, you know, the sales page out there and everyone's clicking on it. We are actively selling. That's a real shift for some people.

Teresa: I guess what I should have made [00:09:00] clear, and maybe I will do in the intro, is that when we are talking, selling, 'cause we've talked about sales page selling, I'm sure I've done email selling, like we are talking about actually speaking to someone selling.

And I think if we talk if, and you must have this all the time, whenever you bring that up, people must just go like, horrible car salesman. Horrible. Like, you know, UPVC window salespeople like. That's what we imagine, but it doesn't have to be that way, surely.

Charlie: Absolutely not. And I think you are absolutely right. That is car sales guy. Worst thing ever. That is what comes to mind. That is what people don't want to be. But I actually think if you look at the fundamentals of sales, really listening, really understanding, asking questions, building relationships, it's the complete opposite of that classic car sales guy.

And whilst I totally appreciate what you're saying, like don't most business owners not want to sell? Yes and [00:10:00] no. I think, you know, some people do have that sort of gut reaction that you have to sales and, and sales has got a bad name for itself. And I'm here to turn this around, but if I was to ask you, you know.

Do you want more money? Do you want to impact more people's lives? Do you want to impact more business owners? Do you want to change the world? Do you wanna get your message out there? The answer to all of those things is probably yes, and the way that we do that is by making more sales. So it depends what we attach ourselves to.

Teresa: Totally, and I think. Also, and I'd love to get your opinion and thoughts on this, like when we think of sales, I think we think of literally twisting someone's arm or making them do something they don't wanna do. Whereas when I think of, especially when I'm talking about, I was just recording some episodes on webinar stuff and, and selling on webinars, and I was talking about the fact of no, we are giving them all the information so that they can make an informed decision as to whether something is for them or not.

Whereas do you [00:11:00] remember back in the day like, I can't even remember. TV pregnant was, but there was like, there used to be companies that go into people's houses and be like, you can only get this deal now, but you've gotta sign now. And they literally wouldn't leave the house until someone bought, like, that isn't making someone informed and helping them make a decision. So is, am I two ends of the spectrum? Is it a spectrum or is it that we are trying to just give them all the details?

Charlie: Yeah, look, I think in an ideal scenario, right, we have got somebody here with a problem. They have got a problem. Maybe it's keeping them awake at night, it's that big a problem. Or you know, it's causing them a bit of grief, you know, they need to solve this problem. And then we've got the other person over here who's got a product or service that solves this problem. This person's got a problem, this person's got a product or solution that solves the problem, and it's about marrying those two things together.

So it makes absolute no brainer to buy from you. And actually, when sales has done well, we also can say, do you know what to read there? You don't need my [00:12:00] product or service right now. What you need is this instead. Why didn't you go off? And I often say. You need to work with a mindset coach before you come and work with me, because I am not gonna sort out your mindset, sort out your sales, but you gotta do what I tell you to do.

So if there's some mindset issues, go and work on those first and then come to me afterwards. And you know what? When I tell people to do that. They do come back to me six months later. 'Cause I've built that trust. Or they might not come back to me, but they'll recommend me and they'll say, oh my gosh, I had such a good conversation with her.

You should definitely work with her. She's so honest. She leads in integrity and all of that stuff that I want to be known for.

Teresa: How Important is, or ask some of the words that you use. So one of the things you just said, then first off, I love that you said this isn't ready for you, or this isn't right for you.

Go and do such and such, then come back. I get people saying to me, I'm not ready, and I say back to them, no worries. I'm here when you are. Right. And I wonder how is that [00:13:00] wording like, because we all know about creating fomo, having deadlines, creating that urgency, where is, in me going, whenever you're ready.

Like that's not doing any of that. Like, so is it even on that type is the, is what we're saying really important?

Charlie: Oh my God, I just love this conversation so much. Right. So the biggest thing that you need to implement in any sales situation is questions. You need to ask as many questions as you possibly can to, well, first of all, to create like a calm environment where we can have a conversation like before we came on this podcast, you asked me a few questions.

It's a natural thing to do. So you don't think you're good at selling, but already you are doing some things that are natural instinct. Okay, you're not trying to sell to me, but you were trying to create a great conversation for us to be able to have. So having those. Those [00:14:00] questions creates that safe space, which we absolutely, if we are gonna be asking questions where we want people to open up about their problems, we need to create a safe space.

But also the more we ask, the more we uncover. So if I said to you right now, what is the number one thing that's going wrong in your business right now? You might be like, I'm not telling you that that's private. If that makes sense. But if that's what I want to know, I've got to ask the right questions in order to get the answer that I want.

Which is what is the biggest problem for you and your business at the moment? So if somebody says, I'm not ready right now, it sounds great, but I'm just not ready right now. I'm throwing it back at them. What makes you think that you're not ready right now? Because I wanna be the judge of if they're ready or not.

Not them. Because they're gonna say that they're not ready because basically if they say I'm not ready, it means I haven't done a good enough job of selling to them to make them think that they are ready. I [00:15:00] get to choose if...