Mastering Authentic Sales Techniques: Building Trust and Connection

Selling Without the Cringe

In the world of direct sales, one of the biggest fears many of us face is sounding too pushy. That fear can be paralyzing. But what if there was a way to sell that actually felt… good? In this week’s episode of The Other 99%, hosts Lisa Duck and Susan Larimer share how they’ve learned to sell with sincerity—and how you can too. It’s about connection over commission and relationships over revenue.

Understanding the Balance

Lisa and Susan break down how to walk the fine line between sharing your business and simply being a good human. Take the example of a birthday message. If you slide into someone’s DMs with a product pitch right after “Happy Birthday,” it feels disingenuous. But if you take the time to connect, to be present in the conversation, the opportunity to share your business may naturally unfold.

The takeaway? Always lead with the person, not the pitch.

The Power of Permission-Based Marketing

One standout takeaway from the episode is the idea of permission-based marketing. Rather than dropping links or invites unprompted, Lisa and Susan suggest asking first:

“Hey, would you be open to hearing more about this?”

This simple shift respects boundaries and creates a safe space for conversation. It turns your message from an interruption into an invitation—and that builds trust.

Storytelling and Testimonials That Stick

People relate to stories far more than they relate to sales pitches. Susan shares a lighthearted yet impactful story about a lipstick that soothed her sunburn—a perfect example of how a real-life moment can lead to a sale without ever saying, “buy this.”

Customer testimonials are just as powerful. They offer proof from someone else, helping your potential buyer feel seen, understood, and reassured.

Consistency and Community Engagement

Being visible in your community—whether that’s your email list, social feed, or in-person network—is key to building trust. Lisa emphasizes that showing up regularly, sharing your journey, and offering value is what keeps your audience engaged. When you finally share a product or promotion, it doesn’t feel jarring—it feels natural.

Authenticity doesn’t happen overnight. It’s built one honest moment at a time.

You’re Not Selling, You’re Guiding

At the heart of authentic sales is this truth: your customer is the hero of the story. Your role? To guide them with empathy, value, and respect.
By focusing on permission, storytelling, and consistency, you’re not just selling a product—you’re creating a meaningful connection that can lead to loyal, long-term customers.

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