Nobody’s Born a Closer: Why Sales Is a Skill and Not a Superpower with Joshua Schulman

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 identityHow to gamify key moments in your sales process to reduce pressureWhat acting, chess, and poker teach us about handling objections and staying presentThe Sales Process Flow method that helps founders ditch guessworkOne challenge you can take this week to build communication muscle memorySales 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 objectionWrite 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 LinkedInJoin 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.