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.

About Sandra:

Sandra ten Hoope is a Sales & Story Strategist and corporate attorney. Drawing from her own experiences with three challenging relationships, she empowers professional women to rewrite their personal narratives. In her 2020 book, Do Not Try HIM at Home, Sandra reveals the duality of her life—successfully closing multi-million-pound deals while living in fear at home. The book struck a chord with countless women who saw their own struggles reflected in her story, offering them comfort and a sense of community.

Many entrepreneurs among her readers reached out, eager to understand how their personal stories could enhance their business growth. Sandra's answer was clear: personal experiences, no matter how difficult, are invaluable assets. As a Certified Business Strategist and Master Persuader, she created the Stop Waffling, Start Selling podcast, helping business owners harness the power of their unique stories. This storytelling approach personalizes brands and draws in clients, with Sandra advocating for strategic sharing, even in small doses, to make a powerful impact.

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.

About Sandra:

Sandra ten Hoope is a Sales & Story Strategist and corporate attorney. Drawing from her own experiences with three challenging relationships, she empowers professional women to rewrite their personal narratives. In her 2020 book, Do Not Try HIM at Home, Sandra reveals the duality of her life—successfully closing multi-million-pound deals while living in fear at home. The book struck a chord with countless women who saw their own struggles reflected in her story, offering them comfort and a sense of community.

Many entrepreneurs among her readers reached out, eager to understand how their personal stories could enhance their business growth. Sandra's answer was clear: personal experiences, no matter how difficult, are invaluable assets. As a Certified Business Strategist and Master Persuader, she created the Stop Waffling, Start Selling podcast, helping business owners harness the power of their unique stories. This storytelling approach personalizes brands and draws in clients, with Sandra advocating for strategic sharing, even in small doses, to make a powerful impact.

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.

About Sandra:

Sandra ten Hoope is a Sales & Story Strategist and corporate attorney. Drawing from her own experiences with three challenging relationships, she empowers professional women to rewrite their personal narratives. In her 2020 book, Do Not Try HIM at Home, Sandra reveals the duality of her life—successfully closing multi-million-pound deals while living in fear at home. The book struck a chord with countless women who saw their own struggles reflected in her story, offering them comfort and a sense of community.

Many entrepreneurs among her readers reached out, eager to understand how their personal stories could enhance their business growth. Sandra's answer was clear: personal experiences, no matter how difficult, are invaluable assets. As a Certified Business Strategist and Master Persuader, she created the Stop Waffling, Start Selling podcast, helping business owners harness the power of their unique stories. This storytelling approach personalizes brands and draws in clients, with Sandra advocating for strategic sharing, even in small doses, to make a powerful impact.