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Sales as Service
Sales as Service is the podcast for consultants, agency owners, and service-based founders who want to grow their businesses without feeling awkward about sales. If you've ever thought, "I hate selling," or wondered how to get more clients, this show is for you.
We make sales simple and approachable with practical advice on topics like:
- Creating opportunities instead of waiting for referrals
- Building relationships through outreach that doesn't feel pushy
- Developing the habits and systems that create a steady pipeline
- Growing your business with confidence, consistency, and integrity
This isn't about pressure tactics, bro marketing, or convincing people to buy.
It's about serving, solving problems, and building genuine relationships that lead to sustainable business growth.
Listen in to discover how a simple shift in perspective can create a lasting change in your business.
Sales as Service
[RE-RELEASE] Nobody’s Born a Closer: Why Sales Is a Skill and Not a Superpower with Joshua Schulman
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Too many founders hold back from selling because they think they’re just not cut out for it. But today’s guest, Joshua Schulman, is here to challenge that belief.
As a communication coach with a background in public speaking, acting, and even poker, Joshua helps entrepreneurs ditch the “natural salesperson” myth—and replace it with real, repeatable skill.
In this episode, we dig into why performance, not personality, drives sales confidence. Whether you're leading discovery calls, pitching investors, or just trying to get through outreach without freezing, Joshua shares practical ways to rehearse your way to clarity—and even enjoy the process.
Here’s what we cover:
- Why being “bad at sales” is just a lack of practice—not a fixed identity
- How to gamify key moments in your sales process to reduce pressure
- What acting, chess, and poker teach us about handling objections and staying present
- The Sales Process Flow method that helps founders ditch guesswork
- One challenge you can take this week to build communication muscle memory
Sales as Service Challenge — Start Now!
Pick one moment in your sales process—and rehearse it.
That’s it. Just one.
It could be:
— How you open a discovery call
— The way you introduce your offer
— Or how you handle a common objection
Write it down. Say it out loud. Try it a few different ways. Play with tone, pacing, and delivery.
The goal isn’t to memorize—it’s to practice being present, so you feel more confident and less reactive in the moment.
Links & Resources:
- Learn more about Schulman Communications Interactive (SCi)
- Connect with Joshua on LinkedIn
- Join us for the next SAS LIVE Office Hours Event!
- Check out the LinkedIn Lead Generator to learn how to turn simple daily actions into real conversations with potential clients.
- Grab your 5-Minute Sales Audit for a quick scan to show what’s working, what’s not—and one thing you can improve right away.
Tam Smith is the founder of Studio Three 49 and a professional conversation starter. She helps service-based founders stop waiting for referrals and start creating opportunities through genuine conversations.
Your next client - calculate what it takes.
Learn how to consistently book 3–5 sales-qualified meetings each week - book an Alignment Call.
Connect with Tam on LinkedIn.
Produced by KNWN Media. Executive Producer: Jess Milanes.