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Episode 34: How to Passionately Love Selling with Annie P. Ruggles

Solving Problems for Money.

Selling is an integral part of your business, without it, you may as well close your doors and pull down your website.  Business in general cannot exist without sales but so many of us have these negative preconceptions about selling or even worse, being a “salesperson.” 

Today we’re overcoming these notions, not by creating some large and existential cloud nice-ness to dress it up but by getting honest.  What is selling when you boil it down to its simplest definition?  I think you’ll find it’s not a scary of negative thing at all. 

My guest today is Annie P. Ruggles.

Despite being the granddaughter of a literal used-car salesman, Annie has spent the last decade harnessing her Hulk-like disdain for hard-sales tacky self-promotion, and overly competitive as she likes to call it, sleazeballs as inspiration to help people find better ways to grow their small businesses. 

As Founder and Dean of The Non-Sleazy Sales Academy, she’s guided hundreds of people toward making deeper connections, lasting impressions, and friendlier, more lucrative transactions and conversations. 

Annie got her start in that crucible of all successful salespeople, musical theater. After moving up – being pushed up, more accurately – through the ranks at the theater house, she found herself in the role of marketing manager without any training or experience and discovered a knack for promotion. 

With the goal of overturning the common wisdom that the art of selling is indistinguishable from the art of manipulation in mind, Annie founded the Non-Sleazy Sales Academy. 

Her own weekly podcast Too Legitimate to Quit provides instantly actionable small business strategies with a pop culture spin.

Today we discuss: 

  • Non-Sleazy Selling: Annie shares a familiar story of sales avoidance and feeling slimy about selling.  She shares her tips for overcoming these feelings and gets straight to the point about redefining sales.
  • Love Your Offer: Are your negative feelings about sales causing you to devalue your offer?  We discuss the third tenet of SFL and the difference between affordability and accessibility.
  • The Downside of Empathy: Boundaries, boundaries, boundaries and why breaking them can hurt both you and your client.  Annie and Finka talk healthy client relationships and the role a coach can and cannot play in a client’s life.

I can’t wait for you to listen in and to learn how to passionately love selling as Annie P. Ruggles shows us her way.

PS: If you loved this episode, please head on over to your podcast app to rate and give us a review. We need your help in sharing the Sell From Love message with others.  Finka and the SFL podcast team appreciate you for listening and spreading the word. 


Resources and References highlighted in this episode:

Connect with Annie P. Ruggles:

Learn more about the Sell From Love Community here.

Buy the Sell From Love book here!

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Sell From Love Academy

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A new way to sell with ease, grace and integrity for a profitable business you and your clients will love.

Identify your Sales Gap

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Module 07Design a Marketing Strategy that Feels Good

The goal of this module is to make your Brilliant Difference and Most Important Thing Offer – VISIBLE.

There’s a saying, build it and they will come. We wish that it worked this way, rather fear does; because then we wouldn’t have to put our selves out there, up for judgement and rejection. Sharing your work, your services and expertise can be scary. But when we come from a place of love, as author Susan Jeffers says we “feel the fear and do it anyway.”

That is how we sell from love. We acknowledge fears presence and at the same time we take action that is aligned to our deepest desire and highest potential and possibility.

In this module we talk about the journey of making you and your offer visible to your clients and the milestones along the way, that will ultimately get you both to a place of saying YES, to working with each other.

Visibility is an option you decide on. My hope after this module is that you make a decision to be visible, in a way that feels good to you and is on the edge of your comfort zone. We need more of you, your Brilliant Difference and your work out in the world. Let’s help your ideal clients find you by showing them where you are.

In this Module you will:

Module 06Craft a Compelling Offer

The goal of this module is to clarify and confirm your most important thing – your offer.  In essence, it is what are you selling that you will use to serve your clients with and help facilitate the transformations they are seeking.

There are two important parts of the offer conversation we need to highlight here –

  • What are you offering to your clients – what are they getting?
  • What your clients are offering to you – what you are receiving for extending that offer?

Fear as a tendency to get in the way when we get to this part of the selling process.  But, not anymore, because you’re seeing that your offer is not about you, it’s about your clients and what they will get as a result of working with you.

In this Module you will:

Module 05Define Your Clients’ Transaction to Transformation Story

The goal of this module is to help you identify what is really happening when you sell. There’s the thing you are selling, and then there’s the thing your client is buying. What are the differences? And how do you not let selling from fear interfere and water down your transformation to a transaction.

At every stage of selling, fear has an opportunity to enter, this is even more prevalent when we are engaging and enrolling a client into our offers. This module is all about getting you aligned to what you are really selling – a transformation and giving you the tools to communicate that to your clients. This way you and your client are on the same page with what you are selling and what they are buying.

In this Module you will:

Module 04Discover Your Essential Client Conversation Skills

The goal of this module is to help you learn and understand how to create an environment that facilitates trust, connection, and confidence with your clients.  You play a critical role in making this happen for yourself and your clients, so fear does not get in the way of your intentions and impact.  In this module you’ll learn how to create a safe space for your clients that help them choose you as their trusted adviser.  You’ll also walk away with the most important conversation skills you need to that will help you do that.

In this Module you will:

Module 03Use Love as a Sales Strategy

The goal of this module is to help you move from your comfort zone and into your courage zone with love. Selling is filled with opportunities for fear to poke its head up inevitably holding you back from sharing your work and making the impact you know you are here to make. This is why we need to acknowledge that fear will be there, especially in times when you’re doing something you’ve never done before or reaching for goals you’ve never set out to accomplish before. This module is all about equipping you with the right tools to move forward with confidence, elegance, and ease.

In this Module you will:

Module 02Claim Your Brilliant Difference

The goal of this module is to help you discover and name your Brilliant Difference. This uniqueness you bring is here to add value and make change in the world. It’s here to make the word a better place. Focusing on who you are and finding the words to articulate your Brilliant Difference is fundamental to loving yourself, the first pillar to sell from love.
In this Module you will:

Module 01Unlock the Power of Love

The goal of this module is to increase awareness of when you are selling from love vs. fear and how embracing a new definition of selling will help you move closer to love.  Plus, you’ll learn all about how to manage the fears you face every time you market yourself and your business, make offers to sell your products and services, start on a new project or business idea.

In this Module you will: