Sunday Newsletter - Overcoming Sales Resistance and Why Education is Your Secret Weapon (23/03/25)

 Happy Sunday!

We’ve had some wonderful sunny spring days this week in the North of England. I hope you have been blessed with good weather, good company, good health and good fortune this week.

I have a wonderful mug of coffee and I’m feeling quite chilled. What have you been up to this weekend?

How do you feel about sales for your business?

Let’s talk about something that might make you squirm a little: sales.

Yep, that word alone can conjure up images of pushy car salesmen or awkward cold calls.

If you’ve ever felt a knot in your stomach at the thought of “selling” yourself or your services, you’re not alone. I used to feel that way too—until I realised sales isn’t about convincing anyone of anything. It’s about connection, communication, and helping someone step into a version of themselves they’re longing to become.

This week, I’ve been diving deep into the art of sales (thanks to an incredible webinar with Conor Healy—more on that later), and I’m here to share a perspective shift that might just transform how you see this whole game.

Plus, I’ll let you in on a little secret weapon I’ve been loving lately: Educational Email Courses. They’re like the elegant, soulful bridge between “prospect” and “client”—and they work like magic.

Ready to flip the script on sales resistance? Let’s dive in.

How do you feel about sales for your business?

Let’s talk about something that might make you squirm a little: sales.

Yep, that word alone can conjure up images of pushy car salesmen or awkward cold calls.

If you’ve ever felt a knot in your stomach at the thought of “selling” yourself or your services, you’re not alone. I used to feel that way too—until I realised sales isn’t about convincing anyone of anything.

It’s about connection, communication, and helping someone step into a version of themselves they’re longing to become.

This week, I’ve been diving deep into the art of sales (thanks to an incredible webinar with Conor Healy—more on that later), and I’m here to share a perspective shift that might just transform how you see this whole game.

Plus, I’ll let you in on a little secret weapon I’ve been loving lately: Educational Email Courses. They’re like the elegant, soulful bridge between “prospect” and “client”—and they work like magic.

Ready to flip the script on sales resistance? Let’s dive in.

The Resistance We All Feel

Picture this: You’re 24, full of enthusiasm, and you’re on the phone pouring your heart into a pitch. That was Conor Healy two decades ago—bursting with energy but missing something crucial. He’d get those low-ticket sales ($100-$200 AUD) no problem, but when it came to the big stuff—$3,000-$5,000 AUD investments—he’d hit a wall. Sound familiar?

For me, it used to feel like sales was this tug-of-war where I had to “prove” my worth. I’d get tongue-tied, second-guessing if my offer was “good enough” or if I was asking too much.

Conor nailed it in the webinar when he said, “I thought I had to be someone else to get the sale.”
That hit home. How many times have we dimmed our light or put on a mask because we thought that’s what “selling” required?

Here’s the truth bomb that changed everything for me (and Conor too):

Sales isn’t about pressure—it’s about perception.

Specifically, your perception.
If you secretly believe your $4,000 course is “a lot of money,” guess what? Your prospect will feel that doubt radiating off you.

Conor put it brilliantly: “The prospect will not actualise what the salesperson doesn’t believe to be true.” Oof.

So, if you’re stalling on sales—whether it’s asking for the deal or even putting your offer out there—ask yourself:

What do I believe about this?

Do you see it as a burden on them, or a gift that could change their life?

Reframing Sales: People Love to Buy

Here’s where it gets juicy. Conor shared a belief that flipped his sales game—and mine too: “People love to buy.”

Read that again. They love it. Think about the last time you splurged on something you couldn’t wait to have—a new journal, a cosy sweater, that online course you’ve been eyeing. It felt good, right?

Your prospects are the same. They’re not sitting there hoping you’ll fail—they’re talking to you because they want what you have.
They’re just looking for a reason to say yes, something strong enough to nudge them out of their comfort zone.

Your job? Be the guide who helps them see why investing in themselves (through you) is worth it.

Conor’s metaphor stuck with me: “If you’re arguing with a donkey about whether the grass is green or blue, you’re still arguing with a donkey.” Translation? Don’t get stuck rebutting surface objections like “I don’t have the money” or “I don’t have the time.” Those are rarely the real issue.

The real resistance—like feeling guilty about spending on themselves or doubting their own worth—lives deeper. And that’s where the magic happens.

From Resistance to Transformation

So how do we get past that resistance—ours and theirs? It starts with mindset. Conor’s spent 21 years refining this, and his Forever Client Matrix™ is pure gold.

He breaks sales into three phases:

1. Phase One: Build rapport, ask the right questions, and smoke out the first objection (usually time or money). This is where you listen—80% them talking, 20% you.

2. Phase Two: Connect emotionally. They start sharing stuff they’d only tell a close friend. You’re lifting them up, showing them the cost of inaction. Closing ratio jumps to 20-25% here.

3. Phase Three: Solve the core resistance (e.g., “I feel guilty investing in myself”). When you crack that, they’re yours—50%+ close rate with cold traffic. Forever clients are born here.

The key? You’ve got to believe in your offer’s value so fiercely that their doubts don’t stand a chance.

For me, that meant owning the fact that my work—my coaching, my courses—changes lives. It’s not “expensive”; it’s an investment with a lifelong return.

Want to Master This? Join Conor in April!

Speaking of Conor, if you’re ready to take your sales game to a whole new level, he’s bringing his Connekt and Convert training to Nottingham, UK, April 4-6. All the way from Sydney Australia, so it’s truly a one-off opportunity to work with this magician of sales.

Three days of pure gold—mindset shifts, metaphors that melt objections, and a step-by-step system to turn prospects into forever clients.

I’m seriously tempted to be there myself!

It’s happening at the Crown Plaza, and it’s perfect for anyone who wants to sell with soul and skyrocket their impact.

Here’s the link to find out more and register your place before it’s sold out—I’d love to see you there, transforming resistance into results alongside Conor!

https://performancepartnership.com/product/connekt-convert-hb

The Elegant Solution: Educational Email Courses

Here’s a bit of how I’m transforming my own business and sales mindset!

Now, here’s where it gets fun. What if you could ease that resistance before the sales conversation even starts?

Enter the Educational Email Course—a series of emails that educate, inspire, and gently guide your prospects toward saying yes.

Think of it like this: Instead of jumping straight to “Buy my £5,000 program!” you invite them into a free (or low-cost) mini-course delivered right to their inbox. Over 5-7 days, you:

• Share bite-sized value (tips, stories, insights).
• Build trust by showing your expertise and your heart.
• Address objections organically (“No time? Here’s how to carve out 15 minutes a day”).
• End with an invitation to go deeper with you.

I’ve been playing with this on my website and am testing it on my www.creativewritingtips.club site right now.

I am also working with a couple of transformational practitioners to create magic in their business – on autopilot.
Think soulful conversions without the sleaze. Prospects feel seen, not sold to. They’re already nodding along by the time we hop on a call, and the “yes” feels natural—not forced.

Conor’s webinar backed this up: People need time to lower their guard, especially with high-ticket offers. An email course does that beautifully.

In the current ‘low trust’ environment Educational Email Courses are perfect, and there’s very little effort required from my clients.

If you'd like the details about this new service, drop me an email to find out more or sign-up for a FREE website diagnosis to find out if it’s worth implementing for you.
Here’s the link:- https://www.heathervmasters.com/eec-find-out-more

Your Soulful Takeaway

Sales doesn’t have to feel like a battle. It’s not about pushing—it’s about pulling back the curtain on what’s possible for your people.

Start with your belief: You’re not “taking their money”; you’re handing them a key to transformation. Then, meet them where they are—listen, connect, and guide.

And if you want to take it up a notch, try an Educational Email Course. It’s like a warm hug that says, “I’ve got you,” while quietly converting curiosity into commitment.

So, what’s one belief about sales you’re ready to let go of this week? Hit reply—I’d love to hear.

Choosing Happy Podcast Update

The 101^st Episode of the Choosing Happy Podcast was published last week, all about niching, but with a unique spin.

This week, the new era for me continues with ‘Selling Soulfully’, where I’ll cover the mindset and energy behind offers that convert effortlessly.

Look out for that!

All previous episodes are available…

You can listen on your favourite podcast App or on the website at www.choosinghappypodcast.com

Let me know if there is anything you would like me to cover or if there's anyone you'd like me to interview.

I value your feedback!

Coaching

Book a slot to revisit or relaunch with my Spiritual Launch Boost session:

A 75 min 1-1 to build your business blueprint, honing in on the breakthrough you want to achieve. Niche, course, content, funnel plan, tech…

We review it all and create a bespoke plan to get you the results you want. There are 5 slots available this week.

You can schedule your session here:
https://www.takingyourbusinessonline.com/spiritual-launch-boost

Let me know if you have any questions or would like to have a chat.

That's it for this week!

I wish you a blessed week, filled with ease, joy and grace.

As always, the coffee and chat offer is available, I am only an email away.

Until next week, keep being you. To your happiness, good health, expansion and prosperity in all things,

Heather

Heather V Masters

Chief Coach, Writer, Trainer and Facilitator of Magic

Email: [email protected] or [email protected]

P.S. How are you navigating the changes in your business? Hit reply and let me know - I'd love to hear your stories and maybe even feature them in a future newsletter!

P.P.S. Whenever you're ready, there are 3 ways I can help you:

#1: Check our my Coffee and Coaching Live on my YouTube and Rumble Channels (Monday, Wednesday and Friday morning – 11 am – live). I'm putting a ton of energy into creating heaps of valuable live content that I think you'll like. It’s my aim to create a healthy habit of live content that serves you. Come check out my channel, and give me a like and subscribe.

#2: Coaching

In a busy world, sometimes we just need an hour with another like-minded person to figure out what to focus on next. And to keep it simple. And to identify our next step.

Sometimes you’re too close to figure that out for yourself.

In the 1-1 strategy sessions I help you explore your blocks, challenges, conflicts and concerns – whatever it is for you.
You choose the goal, we uncover the answer.

If you are interested, drop me a message and I will send you details about one off sessions.

#3: Follow me on LinkedIn for more Tech, strategy, systems, marketing tips, and happiness-building.

P.P.S.

If you have something you want to ask, drop me an email and Let's get your questions answered.

Email: [email protected]