#267: Selling with More Heart and Less Hustle

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Rethinking Sales: Adding More Heart and Less Hustle

What if selling your services could feel as natural as helping a friend—without the scripts, the struggle, or trying to be someone you’re not?

In this episode of the podcast, I’m joined by Suman Randhawa, author of More Heart, Less Hustle. 

Suman brings decades of sales expertise and a refreshingly human approach to growing your business. We explore how selling can feel like a natural extension of your values, especially if you’re introverted, quietly ambitious, or simply want your business to feel more ‘you’.

If you’re tired of sales advice that asks you to shout louder, hustle harder, or squeeze yourself into someone else’s template, this conversation will feel like a soft Ugg slipper—familiar, grounding, and quietly powerful

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Prefer to WATCH instead of read?

Here’s the video version of this episode

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“Sales is not something separate to us. It’s simply about making it easier for someone to find a solution to their desire or problem.” – Suman Randhawa

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Sales with Heart: Why More Hustle Isn’t the Answer

Many of us have grown up with the myth that to sell well, we need to be someone we’re not. But as Suman shares, her three decades in advertising, luxury retail, and coaching have shown that real sales success comes from relationships rooted in trust, warmth, and consistency.

What happens when you let go of the “shoulds”, the ‘seven doors’, the ‘five rules’ or the ‘nine steps’ everyone swears by? You start creating your own way, one that feels aligned with who you are and how you naturally connect.

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Selling Without Being Loud

If you shudder at the idea of aggressive scripts or cookie-cutter templates, you’re not alone. Suman’s journey reveals that there is no “one-size-fits-all” approach, and that quiet, reflective entrepreneurs can thrive when they anchor their sales process in empathy, clarity, and real connection.

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“Sales done badly is what we all try to avoid. But sales done well doesn’t feel like selling at all—it feels like helping.” - Suman Randhawa

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Finding Your Authentic Sales Voice

How do you become magnetic to your dream clients, without ever feeling manipulative or inauthentic? It starts with your authentic sales voice:
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• Speaking with sincerity, not scripts.
  
  
• Sharing what you stand for, clearly and consistently.
  
  
• Letting your values do the heavy lifting, rather than relying on hustle.
  
  

This is where “Value Whispering” comes alive: when you communicate your value so clearly and kindly, others start repeating your message for you. It’s the opposite of chasing; it’s about quietly becoming the obvious choice for those you’re here to serve.

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How Do You Know Which Sales Advice to Trust?

If you’ve ever received advice from “experts” that didn’t sit right with you, know that you don’t have to listen and you can choose an approach that feels more you. Suman offers a practical litmus test to help you determine which advice is right for you:

• Do you trust the source, and do they understand your style?
  
  
• Is your resistance based on fear, or is it a sign this advice isn’t aligned with your values?
  
  

Often, the best way forward is to listen for resonance, not volume. When you trust your instincts, sales becomes less about overcoming objections, and more about opening doors for the right people.

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Gentle Outreach and Permission-Based Selling

If you do reach out to potential clients, think of it as starting a conversation not a pitch. Simple, genuine curiosity goes further than any script. And when it’s time to share your offer, always seek permission. This creates a sense of partnership, not pressure.

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Practical Tips for Selling

• Network in Your Own Way: Social media is a tool, not a rule. Find what works for you, whether that’s online groups, in-person events, or close-knit circles.
  
  
• Repetition Builds Recognition: Your dream clients spend most of their time not thinking about you—so repeat your core message until it becomes second nature (to you and to them).
  
  
• Self-Belief is Magnetic: When you believe in your offer and show up with genuine intent, clients sense that energy—and are far more likely to say yes.
  
  
• Introverts: Play to Your Strengths: Listening, thoughtful questions, and structure are secret sales superpowers.
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• DM Done Right: Reach out with genuine curiosity, not a pitch. Seek connection, not conversion.

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Final Thought to Reflect On?

What would change for you if you saw sales as an act of service, not a performance?
How might your business grow if you led with more heart and less hustle, and let your authentic voice be enough?

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Want to explore what this could look like for you?
Learn more about the ways you can work with Melitta Campbell to uncover your Value Sweet Spot to market, sell and grow your business confidently, and always on your terms.

Working with Melitta > 

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About Suman

Suman helps founders sell with confidence by refining their sales approach and messaging, so they attract and convert more of the right clients—without feeling salesy.

Founded in December 2021, her business was created to help impact-driven entrepreneurs grow sustainably by selling in a way that feels natural and aligned.
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With a background in high-level sales leadership, Suman has helped hundreds of founders increase their revenue with more heart and less hustle.

Notable achievements include being an author and winning Businesswoman of the Year within two years of launching, speaking on major industry stages and podcasts, and most recently joining Atomic as CCO.

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Read Suman’s Book: More Heart, Less Hustle

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Connect with Suman

Website    LinkedIn

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About Your Host, Melitta Campbell

Melitta Campbell is an award-winning business coach, TEDx speaker, author of A Shy Girl’s Guide to Networking and founder of the Dream Clients Club.

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Through her Value Whispering^TM Blueprint, she helps introverted female entrepreneurs build quietly impactful businesses that grow through clarity, trust, and alignment.

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Learn more about working with Melitta here

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