TL;DR
We’re done with scripts, scarcity, and pushy tactics! The new way of selling that’s emerging is rooted in truth, sovereignty, and worthiness—held together by trust and our Ubuntu heart: I am because we are. This post maps the shift and offers simple practices, language, and a short meditation you can use today.
Why this shift matters
We feel it in our bones: people are done with manipulation, countdown timers, and pain-poking. The world holds enough uncertainty; we don’t need it amplified in a sales conversation.
What people want now is:
- Truth — plain talk, clear offers, no performative hype, no false promises.
- Sovereignty — space to decide without pressure, honoring their timing.
- Trust — built through consistency, consent, and care.
When we’re anchored in our own worth—even if we never made another sale—we show up as humans first. That steadiness is felt.
Ubuntu Sales: We are all interconnected—clients, creators, nature, and community. Sales becomes a caring exchange
People want to get away from manipulation and urgency. We want space to make decisions. – Sarah Santacroce
The New Way of Selling: from Manipulation to Resonance:
Old-school scripts dramatize a “gap,” amplify pain, and then swoop in with the solution. You’ve been on those calls. They feel extractive. The new way honors resonance and alignment. It’s a human conversation with consent:
- We listen for fit.
- We don’t manufacture urgency.
- We invite, we don’t corner.
- We normalize no, not yet, and I need time.
Remembering older ways of exchange
Before money, humans bartered and gifted. Selling was relational, embodied, and communal. We can remember that spirit: I made this with care; if it supports you, let’s exchange in a way that feels fair.
Nature’s cycles as a teacher
Sales has seasons. Sowing, tending, harvesting, resting. If a launch is quiet, it doesn’t always mean you’re wrong; it may mean you’re wintering. Pushing against seasons exhausts us. Working with them nourishes us.
The Inner Work of the New Way of Selling: Worthiness & Sovereignty
Worthiness practice: Am I still worthy if I never sell another thing? When the answer is yes, our presence softens. We stop over-explaining. We stop proving. We stand in truth.
Sovereignty practice: Offer spaciousness. Replace “Decide now or lose the bonus” with “Take the time you need; here are the dates and details.” Sovereignty builds trust, and trust builds right-fit sales.
Language for the New Way of Selling (energetic hygiene)
Words carry energy. Let’s speak like humans.
| Old term | New, humane language |
|---|---|
| Audience | People, community |
| Leads | Ideal clients |
| Sales funnel | Gentle Sales Path |
| Pain points | Needs, desires, challenges |
| Tripwire | First step offer / starter offer |
| Target | Serve / support |
| Objection handling | Decision support |
Use words that feel like care, consent, and clarity.
👉 read our Humane Marketing words glossary
The old way is scripted sales conversations that dramatize the gap and pressure you at the end. We’re moving away from that toward resonance and alignment. – Sarah Santacroce
What the New Way of Selling looks like in Practice (mini playbook)
1) Ground in truth
- Price and promise: clear, plain, and specific.
- Results: share ranges and conditions; no miracles.
- Policies: refund, dates, expectations in writing.
Example:
“This is a 5-week journey for thoughtful coaches. Typical outcomes: clearer offer, kinder sales conversations, and a repeatable Gentle Sales Path. No promises of quick cash. Calls are Wednesdays; replays provided. €980, VAT included.”
2) Offer sovereignty
- Always invite questions. Offer two decision windows: now and later.
- Provide comparison: who it’s for, who it’s not for.
- Encourage third-party reflection: “Talk it over if you like; here’s a one-pager.”
Example:
“Enrollment closes on March 3 for delivery reasons, not pressure.”
3) Practice worthiness
- Detach your value from conversion.
- Keep your boundaries: no discounting your integrity.
- Bless the no.
Example:
“If it’s not a fit, that’s perfect data. I’m here when it is.”
4) Design a Gentle Sales Path
- Discover: a quiet signal (podcast, essay, talk).
- Resonate: story and stakes without dramatizing pain.
- Invite: a simple, consent-based CTA.
- Decide: spacious next steps (calendar link, dates, options).
- Onboard: warm welcome with clear milestones.
👉 read this post about the Sales Funnel Alternative
A Humane Sales Call in the New Way of Selling (scriptless flow)
- Welcome & consent — “Okay to record notes? You can say no.”
- Context — “What would make this conversation valuable for you?”
- Listening — Reflect needs, don’t amplify pain.
- Offer (only if aligned) — Plain description, price, dates.
- Decision support — Risks, alternatives, and a no path.
- Spacious close — “Would you like the summary and a calm link to decide?”
Micro-meditation: Selling with an Ubuntu heart (3 minutes)
- Sit tall. Breathe in through your nose for 4; out for 6.
- Place a hand on your chest. Whisper: I am worthy, sale or no sale.
- Picture your work like clay on a potter’s wheel—made with care. See the fingerprints of your time, love, and learning.
- See your ideal client. Offer your work like a gift across a table. They are sovereign. You are sovereign. There is time.
- Say: If this serves, beautiful. If not, beautiful too. We are still connected.
Carry that ease into your next conversation.
A Gentle Next Step on Your Sales Journey
If you’d like more guidance, you’re welcome to join our group program How to Sell in 2026 & Beyond—a live, 5-week group journey for changemakers who want to sell with ease, authenticity, and integrity (no scripts, no push). You’ll get intimate live calls, practical workbooks, a gentle community space for support, and bonuses like a Gentle Sales Conversation guide and a Client Language Vault —everything you need to replace pressure with resonance and clarity.
👉 find out more about the ‘How to Sell in 2026 & Beyond’ program
What you’ll work on
- Design a Gentle Sales Path that feels like you.
- Clarify your tangible and intangible value; price with sovereignty.
- Practice script‑free, human sales conversations (consent, spaciousness, and real fit).
- Re‑language your copy with humane words we love.
- Create decision‑support tools (one‑pager, FAQs, calm follow‑up email).
- Build simple trust systems: expectations, boundaries, policies.
- Nervous‑system supports to stay resourced before/during/after calls.
Who it’s for Values‑driven solopreneurs and small practices—coaches, strategists, creatives, and wellness professionals—ready to retire pressure tactics and sell in a way that honors people and planet.
If this resonates, explore the details and join when the timing is right for you. No rush, no FOMO—just an open door.
I’m hosting this twice per year.
👉 find out more about the ‘How to Sell in 2026 & Beyond’ program
The 7Ps of Humane Marketing to Market Without Pain Points
The 7Ps of Humane Marketing and its 1-Page Humane Marketing Plan is a roadmap for Changemakers who want to market without pain points and sell without selling.
Rooted in reflection, they start with the P of Passion to think about our bigger WHY and then continue to help us figure our very own Personal Power: what’s our story?, how are we wired?, what are our values and our worldview? Picture this journey as an exploration of our vision, mission, values and the unique strengths we bring to the table. By intertwining Passion, Personal Power, People and Partnership with traditional elements like Product, Price, and Promotion, the 7Ps of Humane Marketing carve a path that not only resonates with our ideal clients but also amplifies the impact of our business.
It’s a holistic approach, where every marketing decision reflects the depth of our commitment, echoing the principles of a truly humane and conscious business.
>> Read more about the 7Ps of Humane Marketing.
>> Read more about Marketing for Changemakers
Other Resources You Might Enjoy
Blog post: Find Your People in Business: A Guide for Entrepreneurs
Blog post: I’m Struggling to Find My Niche – Here’s a Different Approach
Blog post: Unlocking the Power of Human Marketing: Strategies for Success
Blog post: Authentic Relationships: How to Be Human in Business
Podcasts
Podcast: Niching Down: But I have Several Ideal Clients
Podcast: Conversations about the 7Ps of Marketing with Penney Peirce, Clairvoyant (recorded in June 2020, when Humane Marketing was still called Gentle Marketing)
Podcast: The Humane Marketing Podcast, conversations with guests, organized around the 7Ps of Humane Marketing
Downloads
- The Humane Marketing Glossary: Humane Marketing Words we love
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
- Business Like We’re Human, Sarah Santacroce
Sarah Santacroce is a Conscious Business Coach, author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Sarah has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
👉 find out more about Conscious Business Coaching
👉 find out more about Conscious Business Marketing Coaching
👉 find out more about the Marketing Like We’re Human Group Program
👉 find out more about the How to Sell in 2026 & Beyond Group Program
