Learn How to Sell With Purpose and Authenticity

For many conscious entrepreneurs, selling can feel uncomfortable or even inauthentic. You started your business to make a positive impact, but the idea of selling might seem at odds with that mission. Maybe you worry about coming across as too pushy or feel disconnected from traditional sales tactics that don’t seem to align with your values. The truth is, many purpose-driven business owners share this struggle and want to learn how to sell in a way that feels authentic and aligned with their values.

But what if selling wasn’t about convincing or closing, but about serving? What if you could see sales as an opportunity to help your audience solve problems and achieve their goals? By shifting your perspective, you can grow your business while staying aligned with your values—and yes, selling can feel both authentic and impactful.

In fact, 30 years ago, CEO & Founder of Shiftco/Co, PBC, Terri Maxwell, started her first business, she feared selling more than anything else. However, she quickly learned that if she could approach sales authentically—helping people solve their problems—not only did it feel good, but it was also remarkably successful. This approach became the foundation for what she calls Authentic Demand Generation^TM and how she built her businesses. In 2009, she created the Share On Purpose, Inc. portfolio of companies, and in 2020, she launched Shift/Co to help other conscious entrepreneurs grow their businesses in an authentic and purpose-driven way using the methods she developed.

To the advantage of a conscious entrepreneur, selling is different today than it was even just a few years ago. Today’s buyers seek authentic relationships with companies and individuals before making purchasing decisions.

“The old way of selling—using funnels, lead magnets, and artificial scarcity—just doesn’t work anymore. People are tired of being sold to; they want relationships,” says Terri Maxwell.

This shift in buyer behavior is largely due to the sheer amount of information available to consumers today. Buyers no longer rely solely on salespeople or advertisements to make decisions; instead, they conduct their own research, read reviews, and seek recommendations from their network. That is a great match for conscious businesses who also prioritize value-driven offers. That is why it’s essential to approach sales with a mindset that prioritizes building trust and offering value before asking for the sale.

Before diving into any sales techniques, three fundamental elements need to be in place:

• Know who you’re serving
• Know where your buyers are
• Consistently show up where they are

For conscious entrepreneurs, this step is especially important because your business is driven by a deeper purpose. You’re not just selling a product or service—you’re offering a solution that aligns with your mission to make the world a better place. To connect authentically with your audience, you need to know exactly who they are, where they spend their time, and how your business can serve their unique needs.

Most sales gaps occur not because of poor selling skills, but because not enough people know you exist. For conscious entrepreneurs, this is even more critical because your audience seeks authenticity and trust before making purchasing decisions. Authentic selling starts with visibility and awareness. It’s about being in the right place at the right time and providing something of genuine value to your audience, well before the conversation about purchasing even begins. This approach allows you to build relationships based on trust and purpose, not pressure.

Modern sales are not about pushing people through a funnel—it’s about nurturing relationships. At Shift/Co, we believe sales should happen naturally as a result of building connections. The process can be broken down into four relationship stages:

Marketing Stages:

• Friend – Initial awareness through valuable content
• Follower – Growing interest and engagement

Selling Stages:

• Fan – Developing desire and trust
• Fanatic – Taking action and becoming an advocate for your brand

Think about how you engage with certain brands on social media. You might watch their content for months before deciding to make a purchase. During that time, you’re moving from the Friend stage to the Follower stage, building trust and familiarity. By the time you’re ready to buy, you’re already a Fan, and the final transition to Fanatic happens smoothly because the relationship feels genuine.

“It’s not about forcing people through a funnel. It’s about nurturing relationships—meeting people where they are and guiding them naturally toward a purchase,” says Terri Maxwell.

Understanding what motivates buyers is key to selling effectively:

• 75% of buying decisions are based on how ready the buyer is to make a change
• 25% depends on your approach to the sale
• Buyers make a purchase when they feel ready to solve a specific problem

It’s important to remember that buyers often need time to feel confident in their decision. As a conscious entrepreneur, your role is to guide them through this process by building trust and offering value, rather than pushing for a quick sale. When they’re ready to take action, they’ll already see you as a trusted partner in solving their problem.

Many salespeople fall into these common traps that feel inauthentic to the buyer:

• Using pressure tactics like artificial deadlines
• Focusing on features instead of solving problems
• Talking more than listening
• Ignoring buyer risk levels
• Using generic elevator pitches
• Pushing for immediate sales instead of building long-term relationships

Real-world example: Terri shares how a salesperson lost her Hydro Flask sale by focusing on features like “the latest technology” rather than addressing her concerns about durability and whether the product would fit her active lifestyle. The salesperson failed to build a relationship and connect the product’s benefits to Terri’s specific needs.

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Join our Conscious Entrepreneur Business Growth Community — a supportive space where like-minded entrepreneurs come together to share insights, strategies, and inspiration. Whether you’re looking to scale your business, deepen your impact, or connect with others who value purpose-driven success, this community is here to help you thrive.

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Learn How to Sell Using the Risk Framework

A counterintuitive truth in authentic selling: the more someone wants to buy, the more risk they feel. This happens because:

• Past disappointing purchases create doubt
• Higher desire creates higher stakes
• Fear of making the wrong decision increases

“When someone says ‘It’s too expensive,’ they’re really saying ‘I’m not sure it’s worth the risk.’ Price is just a mask for deeper concerns,” says Terri Maxwell. Your job is to uncover the real concerns behind the price objection. It’s rarely about the cost; it’s about the buyer’s uncertainty that the product will deliver the promised results.

As a conscious entrepreneur, you already have a leg up easing concerns, offering transparency and showing genuine value. When you frame your sales approach around serving rather than selling, you reduce the perceived risk and create a more authentic, supportive buying experience.

Sales Training Online: The PSV Conversation Model ™

Transform your sales conversations using the Problem-Solution-Value (PSV) model:

1. Problem Phase: Identify the buyer’s challenges and frustrations.
2. Solution Phase: Explore past solutions they’ve tried and what the ideal outcome looks like.
3. Value Phase: Offer success stories and demonstrate how your solution can meet their needs.

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Check out our Free Events Calendar for more trainings — packed with workshops, webinars, and networking opportunities designed to help you scale your business while staying aligned with your values.

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Converting Conversations Into Clients

Remember these key principles:

• 75% of buying decisions depend on how ready the buyer is
• Focus on reducing risk, not just closing sales
• Build relationships instead of pushing for immediate sales

Real-world example: When a prospect says they need to “think about it,” respect their process. Stay in touch by providing value, not by pressuring them to buy. This thoughtful, service-oriented approach helps foster trust and ensures that when the buyer is ready, they’ll feel confident turning to you.

Recap: Authentic selling isn’t about manipulation or pressure. It’s about creating genuine connections and helping people solve real problems. By shifting your mindset from selling to serving, you can grow your business in a way that feels true to your purpose.

“Success in modern selling isn’t about being the best closer—it’s about being the best listener and problem solver.” – Terri Maxwell

Ready to transform your approach to sales? Start implementing these authentic selling principles today, and consider exploring more in-depth sales training through Shift/Co to deepen your skills and grow your impact.

This authentic selling approach was developed by Terri Maxwell, CEO of Shift/Co, drawing from over two decades of business growth and leadership experience.

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Shift/Co is a global community dedicated to conscious business growth. We empower entrepreneurs to grow their businesses through innovative tools, expert coaching, and a supportive network. Our comprehensive approach includes personalized training, leadership development, and a collaborative environment, ensuring that members can achieve significant business growth while positively impacting the world. Join Shift/Co to elevate your business and be part of a movement that believes in doing good business better. For more information, visit Shift/Co.