Sales has a reputation problem. For women founders especially, it can feel icky, performative, or just plain wrong.

This week we're joined by Lisa Yelland - sales consultant, trainer, and someone who's personally closed over £1.7 million in high-ticket sales calls in just 4 years. Three decades in sales. Top salesperson in Europe in her corporate role at Stryker. Now on a mission to redefine what selling actually means.

We walked into a castle (great hall, roaring fire, big table) and got into it - why performance in sales creates an invisible barrier, what 'clean energy' looks like on a sales call, why the goal is the decision (not the sale), and how to create the kind of safety on a call where someone can comfortably say no.

If you're a founder who hates the sales bit - or anyone who has to invite someone into a yes - this conversation will change how you show up.

CHAPTERS
0:00 Three founders walk into...
1:30 Helen introduces Lisa
3:30 Where are we? A castle
6:00 Castles, history, and legacy
9:00 What history teaches us about sales
12:00 The skincare story (and why we love being sold to)
18:00 Clean energy in sales
25:00 The goal is the decision, not the sale
30:00 The story we tell ourselves about salespeople
37:00 Could you sell me anything?
42:00 Lisa's ideal client
45:00 The C-word reveal

CONNECT WITH LISA
Lisa's free 7-Day Sales Activator: https://www.lisayellandcoaching.com/content-vs-sales-conversations/
LinkedIn: https://www.linkedin.com/in/lisa-yelland-coaching/

YOUR HOSTS
Helen Wingrove-Sanders | hfbac.com
Emma Campbell | The C Point | thecpoint.co.uk

ABOUT THE SHOW
Three Founders Walk Into A... is a weekly podcast where two hosts invite a founder the other has never met. The guest decides where we're walking into. We've been to Venice Beach, a Southend pier, up a mountain, around a campfire, in a sauna - and now a castle.

If you want to hear more, please do like, comment, and share with all of your founder friends.

#ThreeFoundersWalkIntoA #LisaYelland #SalesForFounders #WomenInBusiness

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

She had £76 left after paycheck when she decided to start a business.

Six months later? Six figures.

Krystal Blackwell of Krystal Designs sits down with Helen Wingrove-Sanders and Emma Campbell to reveal the cold email strategy, personal brand system, and consistency habits that made it happen - without a big budget, a big network, or any idea what she was doing with her accounts.

IN THIS EPISODE:

- The cold email sequence Helen (who hates cold email) called the best she'd ever seen
- Why most founders confuse their personal brand with their company brand - and why
it's killing their visibility
- The LinkedIn strategy Krystal uses: personal page for storytelling, company page
for services
- How to build a funnel that turns your personal brand into predictable enquiries
- The 'win or learn' philosophy - and why it's the only mindset that keeps you moving
- Why she tracks UTM parameters to find out which platforms actually drive business
- Her 'record, show up, post' rule for overcoming camera fear

This one is for every founder who's been hiding. It's time to start selling.

----

KRYSTAL'S C-WORD THIS EPISODE: 🔤 Watch to find out...

----

FIND KRYSTAL:
🌐 Krystal Designs: https://krystaldesigns.co.uk/

----

FIND US:
🎙️ Three Founders Walk Into A... on Spotify, Apple Podcasts, and everywhere you listen

🌐 Emma Campbell's The Coaching Point: https://thecpoint.co.uk
📩 LinkedIn: https://www.linkedin.com/in/emmalouc/

📩 Helen's weekly hiring newsletter: hfbac.kit.com/newsletter-sign-up
📖 Hire Ready (Helen's book): hfbac.kit.com/products/hire-ready-bundle
🌐 HFBAC: https://hfbac.com

----

TIMESTAMPS:
0:00 - Intro and host preamble
02:50 - EnquiryOS - turning your brand into a predictable enquiry engine
03:30 - Krystal arrives - the Boracay beach fantasy opener
08:30 - "I had £76 left after paycheck"
10:00 - The accidental business owner story
16:01 - Record, show up, post - overcoming camera fear
18:21 - The Dan Kennedy mastermind invite (and why she was baffled)
33:29 - Personal brand vs company brand - the mistake most founders make
38:00 - LinkedIn strategy for solo founders
51:26 - The C-word reveal
53:07 - UTM tracking - knowing what actually works
54:49 - Win or learn - the only mindset that matters

----

#FounderStory #ColdEmail #PersonalBrand #SixFigures #Entrepreneur #EnquiryOS
#ThreeFoundersWalkIntoA #ChemistryFirst #StartupLife #SmallBusiness #LinkedInTips
#BusinessGrowth #Bootstrapped #WomenInBusiness #ConsistencyIsKey

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.

Three founders walk into the Blues Kitchen in Shoreditch. Louisiana tile, live blues every night, the kind of place where the atmosphere does half the work for you.

This week, Emma Campbell brings the guest, and she brings someone Helen has never met: Calum, founder of Escape Rooms Cardiff and front man of 60s soul band Bayside Boogie Men. Eleven years ago he watched a Shia LaBeouf video, quit his mortgage broker job, and opened his first escape room in five weeks.

He didn't think he fit the brief for a founder podcast. He's done £1.2 million in the last 12 months.

In this episode:
• Why Calum doesn't see himself as an entrepreneur (and what he calls himself instead)
• The Shia LaBeouf 'Just Do It' video that changed everything
• Going from £150K projected revenue to £1.2M actual
• Surviving COVID as a bricks-and-mortar leisure business and the boom that followed
• Why the corporate clients are the worst customers and the date-night grandparents are the best
• Stepping back from day-to-day so the team can grow
• The £300K new venture that's been a year coming

Calum's C-Word is CREATE. He wants to leave a mark on Cardiff that lasts longer than he does.

Guest links:
Escape Rooms Cardiff: https://www.escaperoomscardiff.co.uk
Bayside Boogiemen: https://baysideboogiemen.com/

Three Founders Walk Into A... is hosted by Emma Campbell and Helen Wingrove-Sanders.
New episodes drop every Friday at 1pm. Subscribe so you never miss one.

Emma Campbell: https://www.thecpoint.co.uk/
Helen Wingrove-Sanders: https://hfbac.com/

#Founders #FounderStory #UKFounders #SmallBusinessUK #Entrepreneurship #ThreeFoundersWalkIntoA #PodcastUK #FounderPodcast

Three Founders Walk Into A... is hosted by Helen Wingrove-Sanders (HFBAC) and Emma Campbell (The Coaching Point).

New episode every week.

Find us on Apple Podcasts, Spotify, and wherever you listen.