Stop Waffling & Start Selling

I’m joined by Shelly Shulman, someone I would genuinely describe as a unicorn in the online business space.Shelly brings together strategy, systems, and mindset in a way that actually works in real life. Not just when everything is going well, but when life happens, energy dips, or things don’t go to plan.Her work is about building the backbone of your business. The structure that holds everything together so you’re not relying on constant hustle, adrenaline, or being “on” all the time.In this conversation, we go deeper than surface-level advice.We talk about why strategy without systems creates chaos, and systems without strategy go nowhere. And why most business owners feel overwhelmed by tech, not because they’re incapable, but because no one has shown them how to make it make sense.Shelly shares how her Start Up · Stack Up · Scale Up® framework supports business owners at every stage, from those building towards consistent income to those refining and scaling sustainably.We also explore:• The mindset shift from “I can’t do tech” to confident ownership • How to choose platforms that actually align with you • Why your email list is essential if you want a stable business • What really happens when things go wrong online, including Shelly’s LinkedIn hack • The responsibility of delivering what you promise and creating real client resultsThere’s also an honest conversation around success, wealth, and what actually feels fulfilling, beyond the numbers, the launches, and the external validation.This episode is for you if you’ve ever felt overwhelmed by systems, pressured by online business “rules”, or unsure how to build something that lasts.Because the goal isn’t just growth.It’s building a business that holds.Connect with Shelly: www.shellyshulman.com Instagram: @theshellyshulman YouTube: Shelly ShulmanSandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode of Stop Waffling, Start Selling, Sandra is joined by hypnotherapist and behavioural change specialist Paul Wilson to unpack why so many people feel stuck and what actually creates change.Paul shares his approach to helping people break patterns quickly by reconnecting with their own internal resources, rather than relying on long-term coping strategies. Sandra brings a personal lens, sharing how his direct, honest style helped her navigate burnout, relationship challenges, and a period of intense overwhelm.Together, they explore: Why “stuck” is often disconnection  How fear of change keeps people in the wrong situations  The pressure of “keeping up” and its hidden cost  Why managing problems isn’t the same as solving them  The role organisations play in burnout and avoidance of real change  What it means to find “the intersection” between needs, roles, and reality This is a straight-talking conversation about choice, responsibility, and creating change that actually lasts.About Paul Wilson Paul helps professionals eliminate patterns that cost them time, energy, and money by addressing the root cause, not just the symptoms.Connect with Paul: Free mindset coach app: https://mindset-moment-coach.lovable.app Overwhelm quiz: https://tinyurl.com/mindspiralquiz LinkedIn: https://www.linkedin.com/in/paulwilsonhypnotherapistandcoach/ Facebook: https://www.facebook.com/paulwilsonfolkestonehypnotherapy/Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

I’m joined by Abigail Langridge, and this is a conversation that goes far beyond traditional time management.Abigail has played a significant role in my own journey. Years ago, when I was trying to do everything at once and feeling completely overwhelmed, she helped me create a way of working that actually allowed me to breathe again.In this episode, we talk about what time management really means and why most approaches fail.This isn’t about rigid schedules or forcing yourself into systems that don’t fit your life. It’s about understanding how you’re currently operating, where the mismatch is, and making small, practical changes that create real impact.Abigail helps senior leaders and heads of departments reclaim control of their time and their lives. Through her 1:1 Time Mastery sessions, she works live with clients to cut through overwhelm, tackle priority tasks in real time, and embed habits that actually stick. No theories, no endless planning; just clarity, focus, and results.Her signature program, Get Your Life Back, transforms overloaded calendars into actionable, controlled schedules, helping leaders feel present, in charge, and free to focus on what matters most.Work with Abigail Or connect with Abigail on linkedin / FacebookThere is also a bonus extended conversation with Abigail available inside the membership, where we go deeper into her personal transformation, the moment everything changed, and what it really takes to rebuild your business in alignment with who you’ve become.If you’re ready to go beyond the surface and implement this properly, you’ll find that inside.If this conversation resonated, you can find the extended version and deeper insights inside the Stop Waffling & Start Selling membership -  currently €9 per month HERESandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

Welcome back to the next Series of Stop Waffling and Start Selling.In this episode I am joined by Dawn Baxter, founder and owner of Beyond the Dawn Digital, who helped me to see the power of podcasting and who's team produces these episodes each release. I wanted to give some context to why I am opening up my Substack Membership and how this method of resources came to be from origin right down to what plans we have for the future. Whether you are listening through your favourite providers or a free subscriber to my Substack, you can today join my membership for more and more exceptional behind the scenes, deeper dives and valuable bonus resources and episodes. Learn how hereSandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

This conversation breaks selling down into three elements that actually matter.Not hacks.Not pressure.Not performance.I talk through clarity, connection, and conversion, and why missing even one of these keeps so many capable entrepreneurs stuck.Clarity starts with knowing who you’re speaking to and what you’re really offering. Without that, everything else becomes noise. Connection is about resonance, not persuasion. It’s what happens when your message reflects the lived experience of the person listening. And conversion isn’t about manipulation, it’s about removing friction so the right people can say yes with confidence.I share how these three elements work together, and how storytelling weaves through all of them. Your story isn’t an add-on. It’s the thread that makes your message human, memorable, and trustworthy.This episode also touches on how I support entrepreneurs inside the Stop Waffling, Start Selling membership, where daily prompts, live calls, and a growing content library help turn insight into consistent action.If selling has started to feel heavy or disconnected, this episode will bring you back to what works, and why it works.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

This conversation is about the mission behind Stop Waffling, Start Selling and why it has evolved.When I first started this podcast, the goal was simple: help entrepreneurs find clarity around sales. What I quickly saw was something deeper. Many business owners, especially women at this stage of life, weren’t just confused about selling. They were overwhelmed by myths, rules, and now the added pressure of AI telling them how they should sound, show up, and perform.This episode explains why the mission has shifted.Selling doesn’t need to feel forced, loud, or disconnected from who you are. It works best when it’s rooted in your own voice, your lived experience, and the value you actually bring.I talk about why storytelling isn’t a trend or a tactic, but a practical way to create trust, clarity, and connection in a noisy world. Why your perspective matters more than perfectly generated content. And why relying solely on external strategies often pulls people further away from themselves.The mission now is simple and deliberate. To give entrepreneurs the tools, language, and confidence to integrate their real experiences into their business in a way that feels honest and effective.This episode is for anyone who wants selling to feel natural again, and for those ready to build a business that sounds like them.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

This episode is for anyone who keeps circling the same ideas, second-guessing their voice, or feeling like their story should be working harder than it is.I walk you through what’s inside the Stop Waffling, Start Selling membership and, more importantly, why it exists.This isn’t about more noise, more tactics, or chasing the next marketing trend. It’s about creating consistency, clarity, and confidence through deliberate action.Inside the membership, you get early access to podcast episodes, a growing content library filled with case studies, templates, and story prompts, and daily cues to help you create content without overthinking or starting from scratch.We meet weekly for live calls that include coaching, real questions, and honest conversations. You’ll also hear from guest experts and fellow members who are applying what they learn in real businesses, not just theory.Members also get free access to quarterly workshops designed to help you go deeper, refine your message, and implement what you’ve been circling for far too long.This space is for entrepreneurs who are ready to stop wobbling, trust their voice, and use their story with intention, not exposure.If you’re done collecting information and ready to start applying it, this episode will help you decide whether this is the right place for you.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

I talk about the structure behind the podcast, the pace, and the choices that might feel quieter than what the online world usually pushes. This show isn’t designed to compete with noise or chase trends. It’s designed to support clarity, confidence, and consistency through real storytelling.I share why personal narrative still matters in a world increasingly filled with AI-generated content, and why your lived experience will always carry more weight than perfectly generated words without meaning behind them.You’ll hear about the seasonal rhythm of the podcast and how each season reflects a different energy. Summer leans into ease and radiance. Autumn grounds us in ripeness and celebration. Winter slows things down to steady, intentional storytelling. Spring is about gentle emergence and renewed direction.I also speak openly about stepping away from my day job to dedicate myself fully to this work, and why building a business with calm, self-trust, and clarity matters more to me than speed or scale.This episode is an invitation into the thinking behind the show. The values shaping it. And the reminder that business doesn’t have to be loud or relentless to be effective.If you’re drawn to a slower, steadier way of building something meaningful, this will resonate.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

This episode is about the book, but it’s also about everything that led to it.I share the story behind Do Not Try HIM at Home and why this book needed to exist. Not as a memoir for entertainment, but as a lifeline for women who recognise pieces of themselves in my story.I talk about growing up between cultures, early family dynamics, and the insecurities that quietly shaped my choices long before I understood them. How success in my professional life ran parallel to confusion and harm in my personal one. And how repeated patterns don’t come from weakness, but from unexamined conditioning.I reflect on the relationships that broke me, the near-death experience that forced me to stop pretending I was fine, and the long, unglamorous process of rebuilding myself from the inside out.This book was written for professional, capable women who cannot reconcile how they ended up in situations that eroded their confidence, safety, or sense of self. Women who are outwardly successful and inwardly struggling. Women who feel ashamed of stories that were never their fault.We talk about why storytelling matters. Why naming your experience changes it. And how rewriting your internal script is not about reinvention, but about returning to yourself with clarity and compassion.This episode is an invitation to understand the intention behind the pages. And to remind you that no matter how entrenched a pattern feels, it can be interrupted.Your story is not over. And it was never meant to stay hidden.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

This moves into territory where discomfort quietly crosses into danger.I share what unfolded in a relationship built on misplaced trust and long-standing familiarity. A man who had been part of my life since childhood. Someone who knew my history, my vulnerabilities, and how to present himself as safe.What followed was manipulation that hid in plain sight. Lies that unravelled slowly. Financial deceit. Boundary violations that escalated into stalking. And the disorientating experience of realising that the person causing harm was doing so deliberately and repeatedly.I talk about how trust can be exploited when it’s earned early and never re-examined. How patterns repeat, not because we’re naïve, but because we’re conditioned to minimise discomfort until it becomes something far more serious.This episode also explores the strange aftermath. Conversations with people who came after me. Stories that mirrored my own. And the unexpected moment of closure that arrived years later in the form of an apology I never anticipated, but deeply needed.This isn’t about blame or shock value. It’s about recognising the line between something feeling wrong and something being dangerous. About understanding how manipulation works. And about reclaiming your narrative once the truth is finally clear.For entrepreneurs, creatives, and leaders, I also reflect on why personal stories, when shared with intention, can become powerful assets rather than private burdens.This is the part where survival turns into understanding.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

I sat down with Cindy Hunting for a conversation about building a business that works in the real world, not just on paper.Cindy started her career as an assistant and went on to found her own company in the compliance sector five years ago. Today, she works closely with both candidates and companies, providing compliance and intermediary services that go far beyond matching profiles to roles.What stood out in this conversation was Cindy’s deep respect for the human side of her work. She talked openly about why relationships matter more than checklists, and how understanding people properly leads to better outcomes for everyone involved.We also spoke about the realities of balancing business growth with family life, and how that juggle shapes the way you lead, decide, and prioritise. Cindy shared her perspective on the rise of AI in recruitment and compliance, where it helps, where it falls short, and why it can never replace human judgement and trust.This episode is a reminder that even in highly regulated, process-driven industries, connection still matters. Listening still matters. And building a business that feels human is not a weakness, it’s a strength.If you care about doing work well, treating people properly, and navigating change without losing yourself in the process, this conversation will resonate.About Cindy:A positive and always cheerful personality, Cindy Hunting, after 21+ years of experience, decided to take the plunge and do what she's good at and what she enjoys: providing high-quality legal advice and connecting people.She discovered her entrepreneurial qualities while working tirelessly for her employers and career. Her ever-curious and positive attitude allowed her to regularly engage in substantive, but above all, practical, discussions with managers and/or management. The goal was always: how could things be improved for everyone within the company, but also for the company itself? This means she always manages to find a suitable solution not only as a Compliance Professional but also as a mediator. For her former employers, she has also always been a valuable resource and utilized her network to fill vacancies or assign advisors to clients, for example.As an ambitious young person, she began her career in retail. There, she quickly demonstrated initiative and perseverance. After more than five years, she also applied these qualities to financial and legal services. Her work experience with vSandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

The comments brushed off as harmless.The behaviour explained by sympathy.The quiet voice inside that knows something is wrong, long before the evidence appears.In this episode, I share what unfolded as my relationship began to bleed into friendships, family dynamics, and my sense of self. How dishonesty didn’t arrive loudly, but drip by drip. How betrayal rarely looks dramatic at first. And how trust, once fractured, is often repaired by denial rather than truth.I talk about the times I ignored my own instincts. The times I chose belief over evidence. And the moment everything unravelled when I walked into my own home and found the truth waiting there.This is not a story about blame.It’s a story about conditioning.About how capable, intelligent women are taught to doubt themselves before they doubt others.This episode is for anyone who has ever minimised their own discomfort, defended behaviour that didn’t sit right, or stayed longer than they should have because leaving felt harder than enduring.It’s about learning to recognise when empathy becomes self-abandonment. And why rebuilding trust starts with turning it back towards yourself.This is about the cost of not listening when your body already knows!Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

I sat down with Kate for a conversation that went far deeper than business strategy.We talked about what happens when coaching evolves beyond frameworks and into something more human. More honest. More embodied.Kate is a counsellor psychologist, mind strategist, and someone who works confidently with the unseen. Her work is rooted in helping women take full control of their internal world by understanding how the mind, energy, and subconscious actually operate, not how we’ve been told they should.In this conversation, we explored why traditional self development tools often fall short. Vision boards that look good but don’t shift behaviour. Affirmations that never quite land. Mindset work that stays stuck at the surface.Kate shared how her Life Design Readings support women in business to find clarity, emotional stability, and direction by integrating psychology, meditation, and spiritual guidance. Not as separate practices, but as a coherent system that respects both logic and intuition.We also spoke about energy management, nervous system regulation, and the quiet power of listening to your internal signals without spiralling into overthinking or chaos.This episode is for women who are done coping and ready to lead themselves properly. For those who want depth without drama, spirituality without fluff, and self trust without losing their grounding.If you’ve ever felt that something important was missing from the way success is usually taught, this conversation will meet you there.About Kate:I’m Kate, a counsellor-psychologist,  mind strategist and master of the unseen.I teach women how to take full control of their internal world by recoding the mind and linking to unseen guidance for clarity, direction and emotional power.My work goes beyond mindset - I help you build a brain that obeys you and a life that excites you.Through my Life Design Readings and the Trust Your Gut Without Losing Your Mind system, I show you how to switch off emotional chaos, access crystal-clear guidance and feel genuinely happy again - without the fluff, without the coping culture, without losing yourself.Life Design Reading – clarity, direction and personal guidanceTrust Your Gut Without Losing Your Mind – switch off overthinking and access your inner Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

Sales and Story Strategist. Certified Persuasion Expert. Corporate lawyer turned truth teller.For years, I lived two lives.By day, I was closing multi-million-pound deals, advising at board level, and being praised for my competence and composure.At home, I was surviving toxic relationships. Emotional abuse. Financial control. Physical violence. Including an attack that nearly cost me my life.I wrote Do Not Try HIM at Home because too many professional, high-achieving women believe abuse does not happen to people like them. It does. And silence keeps it alive.As this podcast restarts, you’ll hear parts of that story read directly from the book, alongside reflections I never shared publicly before. Not to relive the pain, but to make meaning of it and to help other women recognise patterns sooner and rebuild with strength.Alongside this work, I support solo entrepreneurs, especially those early in their business journey, who feel overwhelmed by relentless marketing trends, templates, and noise that drowns out their own voice.Through this podcast, I explore persuasion without pressure, storytelling without oversharing, and sales that feel grounded, human, and effective.Your story is not a liability. Your experience is not too much. And you do not need to contort yourself to succeed.This is a space for women who are done people-pleasing, ready to dare to displease, and willing to do business and life on their own terms.If you’re rebuilding, redefining, or simply ready to stop performing, you’re in the right place.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode of Stop Waffling & Start Selling, I’m joined by the brilliant Sarah Cooke, business and marketing coach, former corporate high-flyer, and someone who knows exactly how to build a business that feels as good as it performs.We talk all things alignment, ease, and what it really looks like to grow a business without selling your soul in the process. Sarah shares her journey from corporate sales and marketing (with a dash of high-level sport thrown in!) to creating a business that supports a rich life... one filled with freedom, flexibility, and deep, human connections.This conversation meant a lot to me personally. Sarah’s holistic approach has helped me find more clarity and calm in my own business, and I think you’ll find so much gold in her perspective too.Pop in your headphones and join us for a nourishing chat about building a business that’s not just successful, but sustainable and soulful, too.About Sarah:Sarah is a Strategic Growth Consultant for SMEs & Solopreneurs as well as offering coaching & mentoring support for high achievers and leaders. She specialises in supporting impact driven founders and leaders scale their businesses through strategic clarity, optimised operations and high-performance leadership, whilst also thriving in life.Sarah has lived and worked across the world, both in large scale multinational corporate environments and as an award-winning entrepreneur, setting up 3 successful businesses and running international events & retreats – she has experienced the pitfalls and learnt how to achieve business & financial goals without compromising your health.With over 25 years experience in sales, marketing & business strategy, Sarah is also a Positive Psychology Coach, best-selling author, former England athlete and qualified holistic health therapist. Sarah has scaled her own multi-tiered sustainable business model to multi 6 figures, whilst keeping a flexible lifestyle and is passionate about supporting ambitious women who want a successful business and a freedom-based lifestyle.Visit her website - Instagram - Linkedin - Best selling bookSandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

Authenticity in business storytelling and navigating ethical challenges take centre stage in this thought-provoking conversation with a group of inspiring female entrepreneurs.One guest shares how revealing personal stories in her book helped raise awareness about toxic relationships and inspired meaningful change. Another recounts the shocking experience of a competitor cloning her LinkedIn profile, only to highlight that true success can’t be imitated. The value of trademarks and the frustration of seeing creative ideas copied are also explored, with practical advice on protecting your work.The discussion dives into the ethical dilemmas of dealing with hostile competitors and public bullying, emphasising the importance of honesty, compassion, and resolving conflicts privately.Tune in for a refreshing and honest dialogue about resilience, integrity, and protecting your business in today’s competitive landscape. Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this fascinating episode, I sit down with Tom Stanhope, a video content producer with over two decades of experience. Since 2001, Tom has seen it all, but lately, his focus has shifted toward the world of podcasting, long-form storytelling, and the transformative role of AI in content creation. We dive deep into how these changes are reshaping the landscape of sales, marketing, and media.Tom highlights the importance of storytelling even when using AI-driven content. He shares how tools like ChatGPT are revolutionising the way businesses approach sales calls and content creation. Whether it's summarising a long sales call into key actionable insights or automating social media posts, AI is proving to be a game changer in saving time and improving responsiveness. Tom gives practical, real-world examples of how he's leveraging these tools to make his work more efficient without losing the human touch.However, we also address the risks that come with this new frontier. Tom shares his concerns about deep fakes and the growing need for maintaining authenticity in an increasingly AI-driven world. Together, we talk about how AI should augment, not replace, human capabilities, and how staying genuine in your communication is more important now than ever.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode, I tackle the issue that holds so many of us back in business – waffling. You know what I mean, the endless over-explaining, overthinking, and complicating things that don’t really need to be complicated. When we waffle, we lose our audience and waste time. The episode focuses on stripping all of that away and getting to the heart of what truly matters in business: simplicity, authenticity, and action.I talk about how selling isn’t about fancy jargon or trying to impress. It’s about genuine storytelling that resonates with your audience, connecting with them on a real level. When you frame selling as storytelling, it shifts from being a hard pitch to something much more personal and impactful. It’s about giving value and making a sale that feels balanced and rewarding for both sides.I hope to make you feel empowered to let go of the unnecessary fluff, step into authenticity, and start selling with confidence.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode I dive into what might just be the most crucial part of your marketing and sales strategy—the call to action, or CTA. It’s one thing to capture someone’s attention with your message, but without a clear and compelling CTA, you might be leaving potential sales on the table.I explore the art of crafting CTAs that are concise, simple, and most importantly, urgent. One of the biggest mistakes I see entrepreneurs make is overwhelming their audience with too many options. In this episode, I explain why it’s essential to streamline your CTAs, making them as straightforward and direct as possible. When you keep it simple, you eliminate confusion and make it easy for your audience to take the next step.But it’s not just about being clear—it’s about being compelling. Your CTA should speak to the emotions of your audience, highlighting the immediate benefits they’ll gain by taking action now.Authenticity and availability are also key factors I discuss. Your audience needs to trust that what you’re offering is real and that you’re genuinely there to help them. An effective CTA isn’t just about pushing for a sale; it’s about building a relationship, one where your audience feels valued and understood.Whether you’re looking to refine your existing CTAs or craft new ones from scratch, this episode is packed with tips to help you create CTAs that truly resonate and convert.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode, I delve into the often-overlooked power of visuals on sales pages and how they can dramatically enhance engagement, trust, and perceived value. As we know, a picture is worth a thousand words, and when it comes to sales, it’s worth even more. High-quality images and graphics don’t just make your page look pretty – they play a critical role in speaking to your audience on a deeper level.I discuss how visuals need to be thoughtfully aligned with your target market. For example, if you’re selling children's products, bright colours and playful, cartoonish images create the right mood and attraction. On the other hand, if you’re marketing to a professional audience, sleek and sophisticated visuals are essential for building trust and conveying value.Visuals aren’t just decorative. They serve a real purpose – illustrating the benefits of your product, breaking up text-heavy sections, and explaining complex ideas through infographics or step-by-step imagery. When used effectively, they make your sales page not only more engaging but also more memorable, which is key to turning that interest into a purchase.If you’ve ever wondered why your sales page isn’t converting as well as you’d like, this episode is a must-listen. You might just need to take another look at what your visuals are saying – or not saying – about your product!Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this powerful episode, I sit down with Kate S Lindup, Elite energy master and spiritual advisor, who opens up about her incredible journey from personal hardship to spiritual empowerment. Kate shares how she transformed her life after leaving an abusive marriage and coping with the profound loss of close family members, which ultimately led her to connect deeply with spirit.Together, we explore how Kate’s unique combination of spiritual guidance and practical, actionable advice is helping business owners break free from the one-size-fits-all coaching models. Instead, she provides tailored insights that align with each person's energy and circumstances, encouraging heart-set and soul-aligned decisions.Kate explains why truly successful and fulfilling business growth comes from embracing your own path, rather than following generic strategies. Her refreshing approach offers both comfort and clarity, helping entrepreneurs stay grounded while achieving their dreams. Tune in for a conversation filled with wisdom, strength, and the empowering role of spirituality in business success!Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode I tackle one of the most crucial, yet often nerve-wracking, aspects of running a business—actually asking for the sale. It’s something that many entrepreneurs shy away from, but it’s absolutely essential if you want to see your business thrive.I explore why being upfront and transparent about pricing is not just good practice, but a necessity. When your clients are left guessing or feeling confused about what they’ll actually need to invest, it creates frustration and can ultimately drive them away. Instead, I advocate for clear, concise sales messaging that leaves no room for ambiguity. Your potential clients should know exactly what they’re getting and how it will solve their problem—and why it’s worth taking immediate action.I also delve into my approach to helping clients improve their sales pages. I believe that a sales page should be tailored to speak directly to your audience, keeping the message simple, effective, and laser-focused on the problem at hand. The aim is to create a connection with your audience that feels organic and genuine, built on respect and understanding, rather than pressure or manipulation.I share strategies for crafting a concise and impactful sales strategy that doesn’t just drive sales, but builds long-term relationships with your audience. The goal is to ensure that every piece of your sales messaging resonates deeply, making it easier and more natural to ask for the sale when the time is right.So, whether you’re new to sales or looking to refine your approach, this episode is packed with actionable advice to help you confidently ask for the sale and see real results in your business.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

I dive into one of the most overlooked yet crucial aspects of crafting effective sales copy: understanding and communicating the benefits behind the benefits. As entrepreneurs, it’s easy to get caught up in the fine details of our products or services—what they do, how they work, the features we’re so proud of—but often, we miss the mark by not addressing the real question our clients are asking: How will this improve my life?In this episode, I share my insights on why it’s not enough to simply highlight what you’re offering. Instead, you need to paint a vivid picture of the positive outcomes your clients will experience by choosing your product or service. Think beyond the immediate benefits and consider the ripple effect—how will it give your clients more time to spend with their families? Will it boost their energy, allowing them to tackle their day with more enthusiasm? These are the benefits behind the benefits, the ones that truly resonate with people on a deeper level.I also discuss the pitfalls of fear-based marketing, which can often backfire or leave potential clients feeling manipulated. Instead, I encourage a shift in focus to the positive changes your offering can bring about in their lives. When you connect with your clients’ imagination, showing them a brighter, more fulfilling future with your product or service, you’re not just selling—you’re inspiring.So, in this episode, I’ll guide you through how to craft sales copy that speaks directly to the heart of your clients’ needs and desires, ensuring that your message not only captures their attention but also compels them to take action. This is the most important ingredient in sales, and I’m excited to share it with you.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode, I’m breaking down why having a clear USP is absolutely crucial for your business success. We all know how competitive the marketplace can be, but what sets you apart? That’s where your USP comes in!Think of iconic brands like KFC with their secret recipe or Coca-Cola’s special blend—what makes them stand out is that unique factor nobody else has. And guess what? You have one too! In this episode, I guide you through how to define what makes your product or service different. We dig into how your personal experiences, personality traits, and the way you serve your ideal client come together to create something only you can offer.I’ll also talk about how to communicate your USP effectively. When done right, it’s like a beacon for your ideal clients, instantly showing them why they should choose you over anyone else. By the end of the episode, you’ll have the tools to refine and express your USP in a way that grabs attention and delivers real value.So, if you’re ready to step into your power and showcase what makes your business unique, tune in and let’s get started!Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In today's episode of Stop Waffling & Start Selling, I had the pleasure of sitting down with Bob Brochie, a former paramedic and counsellor with a deep passion for helping adults navigate the lingering effects of their childhood experiences. Bob's work is incredibly impactful, focusing on the pervasive issues of low self-esteem, anxiety, and depression. He shared that a significant portion of his clients—75%—are women, while 25% are men, which sparked an important conversation about the unique challenges faced by both genders.One of the most powerful aspects of our discussion was Bob's emphasis on the need for men’s support groups, a resource often overlooked yet crucial for mental health. We also delved into the pervasive influence of social media on our well-being, with Bob sharing insightful perspectives on how it can both help and hinder our mental health journey.Bob also took us on a bit of an adventure, recounting his recent experience of wing walking. Yes, you heard that right, wing walking! His story wasn’t just about the thrill, though; it was a poignant reminder of the value of life experiences over material possessions. It was a wonderful illustration of how stepping out of our comfort zones can lead to profound personal growth.Throughout our chat, Bob stressed the importance of mindfulness, emotional regulation, and setting healthy boundaries. He’s a strong advocate for balancing our relationship with technology, ensuring that it serves us rather than controls us. His holistic approach to personal growth, blending practical strategies with emotional insight, is something I think everyone can benefit from. This episode is packed with wisdom, and I can’t wait for you to listen in.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In my latest episode, "Why a Sales Page Template Won't Sell Your Product," I dive deep into why those cookie-cutter sales page templates simply aren’t enough if you want to really connect with your audience and make sales.I get it—templates are tempting. They seem like a quick fix, a ready-made solution to just plug in your info and hit 'publish.' But here’s the thing: your sales page needs to reflect you. It’s not just about looking good; it’s about feeling authentic to who you are and how you communicate with your clients. If your sales page feels disconnected from your unique voice and personality, people will notice.I'll also talk about how overcomplicating things—whether that’s offering too many choices or cramming in too much info—can overwhelm your potential clients and send them running. The real trick? Focus on one clear goal. Keep your design clean, your messaging simple, and don’t overthink it.By the end of this episode, you’ll understand why less is more and how simplicity, paired with genuine, clear communication, is what actually drives conversions. Tune in and learn how to create a sales page that doesn’t just sell—it connects.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode, I sit down with three incredible entrepreneurs—Dawn, Nic, and Jen—for a candid, heartfelt conversation about navigating the ups and downs of self-employment and online business. Each of my guests brings a unique background. We dive into their personal journeys and tackle some of the biggest myths around entrepreneurship—like the false promise of overnight financial success.We get real about what it takes to thrive in business. From battling health challenges and overcoming homelessness to juggling family commitments, it’s clear that success isn’t just about the bottom line. It’s about finding balance, setting realistic goals, and making time for what truly matters—our loved ones and our well-being.This episode is packed with inspiring stories, honest insights, and practical advice for anyone looking to grow their business without losing sight of personal fulfilment. Whether you’re just starting out or looking to recalibrate your approach, grab a cup of coffee and join us for this genuine chat about life, business, and the power of connection.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In this episode of Stop Waffling & Start Selling, I dive deep into one of the most essential tools for your business—the sales page. Think of it as a love letter to your potential clients, designed to connect with them on a personal level and offer solutions to their problems through storytelling.I’ll walk you through how the language you use needs to feel authentic to you—specific, energetic, and natural. A great sales page isn’t just about what you say but how you present it. I talk about formatting tips like short sentences, bullet points, and subheadings to make it easy to read and digest. It’s more than just a sales pitch—it’s the heart of your marketing strategy. Everything from social media posts to email pitches can and should flow from your sales page.Tune in to learn how to craft a sales page that’s not only engaging but also consistent with your voice and message, setting the tone for all your content and, ultimately, your sales success.Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

In my very first episode of Stop Waffling & Start Selling, I’m sharing a bit about my own journey from corporate lawyer to the world of online business—and how storytelling became my unexpected superpower. Back in 2020, I wrote a book called 'Do Not Try Him at Home', which opened the door to entrepreneurs reaching out for my advice on using personal stories to drive their businesses forward.Despite being a certified master persuader and creating a program called "Stop Waffling, Start Selling," I’ve faced my own struggles—particularly with pricing and getting comfortable with being called a coach. Spoiler alert: it wasn’t an easy ride! But I found my sweet spot with podcasting. Now, through this platform, I’m able to share my expertise in a way that feels both authentic and accessible.This podcast is all about storytelling, business strategies, and helping entrepreneurs like you stay true to yourselves while building something amazing online. Let’s dive in together!Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business.Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home.This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure.Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through:Clarity → Connection → ConversionMembers receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next.If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE