Episode 138 – Kill the Ego, Start the Conversation & Stop Pitch-Slapping with Lidia Axe

Lidia Axe – Business Coach for Solopreneurs, Sales Mindset Strategist, Author, Host of “Conversations That Convert”

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In this episode, Drewbie is joined by the fiery, hilarious, and deeply insightful Lidia Axe, a former corporate director turned business coach who helps solopreneurs overcome the mindset blocks stopping them from selling with confidence.

Lidia shares her transformational sales story—how a kids club turned into a boutique gift shop, and how her passion for the products helped her understand one of the most important principles in sales:

👉 If you deeply believe in the value of what you sell, selling becomes easy.

The conversation dives into the emotional and ego-driven struggles of coaches and consultants, why so many hide behind certifications, and why starting the conversation is the most important (and most avoided) step.

From pitch-slapping, to ego death, to corporate conditioning, to the “discotheque problem,” Lidia breaks down exactly why so many solopreneurs avoid outreach and how to fix it with a mindset shift that puts the buyer—not the seller—at the center.

This episode is LOADED with real talk, practical reframes, and a refreshing perspective every coach, consultant, or new business owner needs to hear.

 

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Episode Highlights

• Why Lidia once believed she would “never be good at sales”
  
  

• How passion for her products turned her into a natural salesperson
  
  

• The boutique kids shop that accidentally taught her the truth about selling
  
  

• Why believing in your offer eliminates fear, sleaze, and pressure
  
  

• The trap of waiting “to be picked” in business (the discotheque analogy)
  
  

• Why most solopreneurs lack a sales problem—they have a conversation problem
  
  

• The pitch-slap epidemic: leading with an offer before you know the person
  
  

• Why certifications become a socially validated form of procrastination
  
  

• How corporate conditioning keeps coaches stuck collecting acronyms
  
  

• Ego death: why transitioning from corporate to solopreneurship is so emotionally hard
  
  

• The danger of hiding behind endless learning instead of client acquisition
  
  

• Why clients don’t care about your certifications—they care about their problem
  
  

• How to reframe your fear of judgment and shift to a service-led approach
  
  

• Why “coaching” is not the business—it's simply one tool in your toolbox
  
  

• How to stay human, start conversations, and build real relationships
  
  

 

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Key Takeaways

1. Selling is easy when you believe in the value.
Passion and certainty make conversations natural—not salesy.

2. Stop waiting to be picked.
If you don’t start the conversation, you’re standing in the corner of the discotheque forever.

3. Certifications do not replace clients.
You are not in corporate anymore. You don’t need 19 letters after your name—you need conversations.

4. Learning is safe. Outreach is scary.
Most coaches bury themselves in training to avoid rejection.

5. Shift the focus OFF yourself.
When you focus on the person you’re helping, selling becomes service, not pressure.

6. Clients don’t care about your tools.
They care about whether you can fix their problem.
Tools ≠ value.
Results = value.

7. Ego death is part of becoming a business owner.
Letting go of identity, titles, and corporate validation is essential.

8. Start with a normal human conversation—not a pitch.
No one likes a pitch-slap. Build the relationship first.

9. Your offer is not about you—it’s about the job it does for the client.
People buy outcomes, not methodologies.

 

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Connect with Lidia

🔗 LinkedIn: https://www.linkedin.com/in/lidia-chmel/
🌐 Website: https://www.skool.com/a-zone/about
💬 Sends DMs, welcomes conversations—but NO pitch-slapping!

 

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📣 Call to Action

CALL THE DAMN LEADS

“By sales professionals, for sales professionals.”

Each week, host Drewbie Wilson brings real-world sales wisdom, humor, and high-energy conversations designed to help you become a better communicator, closer, and leader.

Expect a powerful mix of:
🔥 Real Sales Stories
🔧 Proven Sales Tactics
🎙️ Expert Interviews
⚡ Humor, Mindset & Motivation
📈 Practical, usable strategies you can implement today

Whether you're a salesperson, coach, consultant, or entrepreneur—this show will sharpen your skills, boost your confidence, and help you close more deals by simply…
👉 Calling the damn leads.

Want to be a guest?

Share your story here:
👉 https://callthedamnleads.com/pages/podcast

 

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