Startup Over Lunch: A 60-Minute Selling Strategy for New Business Owners

Selling isn’t supposed to feel like a performance. It’s supposed to feel like a conversation.

But for most new business owners, selling feels personal, uncomfortable, and confusing. You care deeply about what you've created, and that's exactly why selling it feels so vulnerable.

In Startup Over Lunch: Selling Strategy in 60 Minutes to Fire Up Your Business, entrepreneurs replace fear with clarity and confidence. I draw on my decades of experience guiding startups and established companies to show how to sell in a way that feels natural, human, and aligned with who they are.

This book is for the maker, the service provider, the consultant, the freelancer, the creative, and the first‑time founder who wants to grow a real business — not by memorizing scripts or using pressure tactics, but by understanding people and serving them well.

I break down the emotional side of selling. For example, I explain why rejection feels so personal, why confidence rarely comes first and how many entrepreneurs unknowingly make selling harder than it needs to be. Through clear examples and practical tools, you'll transition from "I hate selling" to "I can do this."

You'll learn how to:

• understand your customers through real conversations and language patterns rather than guesswork.

• build trust before your pitch, so selling feels like a natural next step.

• create a simple, repeatable sales process that reduces stress and increases conversions.

• use basic business metrics to improve results without drowning in data.

• grow through referrals, relationships and consistent follow‑up.

• stay motivated with small, manageable habits that support long‑term sales success.

Each chapter ends with clear, actionable steps that help make progress immediately, whether you're writing a first sales email, running a discovery call or following up with a potential customer.

This book is the second in the Start Your Own Business series, following Startup Over Lunch: Marketing Strategy in 60 Minutes to Fire Up Your Business. Together, these books give new entrepreneurs a practical foundation for attracting customers, building trust, and selling with confidence.

If you're ready to stop avoiding sales and start growing your business with clarity, purpose, and a strategy that feels like you, this book will guide you every step of the way.

RELEASE DATE 10.12.2026