How Sales Actually Works (EP29)

from Business Growth University · host Alan Lazaros

What if selling wasn’t about selling at all? In this powerful episode of Business Growth University, Alan flips the script on everything you think you know about sales. Instead of focusing on products, he challenges business owners, coaches, and service providers to focus on transformation. Whether you're offering fitness coaching, web design, or even starting a podcast, Alan shares a simple truth: people don’t buy things, they buy results. He breaks down a clear and relatable framework for connecting your services to your audience’s goals, replacing the word "sales" with words like help, lead, and invite. From coaching tips to brand trust and personal stories, this episode is a must-listen for anyone looking to grow their business without sounding “salesy.”Download How Sales Actually Works here: https://drive.google.com/file/d/1xcA-chrrzSK3DniV6XGNtMP_VTrLEZ2k/view?usp=sharingHow to connect with Alan?📧 [email protected] Alan on Instagram: instagram.com/alazaros88Facebook: https://www.facebook.com/alan.lazarosLinkedIn: https://www.linkedin.com/in/alanlazarosllc/Join the Next Leven University Monthly masterclass: https://www.nextleveluniverse.com/monthly-meetups/Join Book Club: https://www.nextleveluniverse.com/next-level-book-club/Episode highlights:(0:00) Why sales is really about transformation(1:10) Reframing sales as helping and leading(2:17) Everyone is selling something...even leaders(3:19) Apple AirPods as a real-life example(4:05) Difference between clients and customers(6:13) Branding + marketing = easier sales(7:48) Real client numbers + business structure at NLU(10:08) What makes Alan’s coaching work(11:46) Four rules of his coaching program(13:10) The real reason people aren’t successful(17:01) One decision can change your life(18:52) Selling something you love (like Good Will Hunting)(19:44) Two reasons people buy: opportunity or pain(20:25) Trust: the heart of any sale(21:01) Final encouragement to keep the momentum

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How long is this episode of Business Growth University?

This episode is 21 minutes long.

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This episode was published on January 27, 2026.

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