Sue Heilbronner, serial entrepreneur and conscious leadership executive coach, believes the strongest businesses are built when sales feel less like chasing and more like alignment. Joining Sarah Lockwood in this episode, she introduces the idea of “passionate ambivalence,” a values-based sales mindset that pairs genuine enthusiasm for your work with the ability to detach from any single outcome.

How do you recognize when a client is the right fit? Sue points to conscious client qualification as the key. By asking clear, sometimes disqualifying questions, you invite the kind of honesty that builds trust from the very start. She also shares her perspective on pricing strategy, reminding entrepreneurs that protecting your time and holding your value are essential parts of sustainable growth.

This episode invites you to reflect on your own sales mindset. Are you creating relationships rooted in clarity and confidence, or relying on pressure and persuasion? What would shift if you treated sales as a mutual process instead of a one-sided pitch?

Episode Breakdown:

00:00 Radical Mindset Shift in Sales

02:07 Passionate Ambivalence Explained

04:15 Contrarian Sales Mindset vs. Traditional Selling

06:04 Never Ask for the Sale: Practical Examples

10:12 Startup Fundraising and Playing Small

15:08 Pricing Strategy and Early Sales Lessons

19:22 Fit Calls and Client Qualification

27:08 Overcoming Limiting Beliefs in Sales

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