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.