Sales as Service

Talking to someone outside your network can feel like a very different kind of sales conversation. Brian Ondrako helps founders make that shift. After 15 years in software sales, he now works with early stage businesses that need to move beyond their first warm introductions and build a more consistent sales process. In this conversation, Brian and I talk about what changes when you stop trying to...

A lot of women tell me they’re not good at sales or networking. But sometimes the problem isn’t that we’re bad at either one. We’ve just been trying to do them in a way that doesn’t feel like us. My guest, Wendy Barr, has spent more than two decades creating a different kind of space for women in business. What began as a happy hour with five women in Denver grew into Women’s Business Link, a comm...

When it comes to sales and business development, most of us know what we should be doing. Reach out. Follow up. Ask for the referral. Start the conversation. But knowing what to do and actually doing it are two very different things. In this episode, I'm talking with Robin J. Emdon, creator of GetResultsology, about why capable, motivated business owners still procrastinate on the work that m...

What if being good at sales has less to do with personality and more to do with practice? Chaz Horn didn't start his career as a natural salesperson. In his first commission-only sales job, he went months without making a sale. Then a mentor helped him change what he believed was possible, gave him a process to follow, and challenged him to practice it. Within 45 days, Chaz had become the num...

You made the sale. You delivered the work. Now comes the part a lot of business owners would rather avoid: asking to be paid. In this episode of Sales as Service, I'm talking with Dee Bowden, founder of Collect the Cash and a revenue recovery expert who has recovered more than $100 million over the course of her career. Dee makes the case that accounts receivable isn't simply a back-offi...

If your marketing feels like a never-ending demand to post more, follow trends, and figure out the latest algorithm, Hailey Rowe has a different approach. The marketing and sales coach teaches a four-step client attraction framework designed to move people from stranger to client without making social media the center of your business. In this episode of Sales as Service , Hailey and I talk about...

You can have years of experience, deliver great work, and still be one of the best-kept secrets in your industry. Because expertise alone doesn't make you visible - and it doesn't automatically give people a reason to remember you. In this episode of Sales as Service , I'm talking with personal branding strategist Nuria Garcia about how service-based founders can use their own exper...

What if the business that got you here is also the thing keeping you stuck? In this episode of Sales as Service , I’m talking with Income Architect and International Keynote Speaker Christina Kokologiannakis about what she calls Shadow Success: the point when a business can look successful from the outside while the model behind it requires too much time, energy, or effort to keep growing. Christi...

For a lot of founders, writing a book lives on the “someday” list. But what if a book isn’t simply a personal milestone? What if it could become a strategic tool for building authority, reaching the right people, and creating new opportunities for your business? In this episode of Sales as Service , I’m joined by publishing strategist Ally Machate, founder of The Writer’s Ally. Ally has spent her...

Most businesses that struggle to attract the right clients don't actually have a business problem — they have a message that's doing the opposite of what they think it is.  In this episode of Sales as Service, Tam sits down with Kay McKenzie, founder of Women in Alignment, to explore how positioning, messaging, and relationship building work together to create steady business growth. Rat...

Persuasion has a reputation problem.  For many founders and service professionals, it brings to mind pressure tactics, scripted sales pitches, and convincing someone to say yes. Danny Bobrow sees it differently. In this episode, Danny shares the framework behind the Persuasion Blueprint, a practical approach built around three principles: signaling care, earning trust, and collaborating with the p...

Most small business owners wrestle with the same question: is it a sales problem or a marketing problem? I recently recorded our very first Sales as Service LIVE office hours - and Shannon Kinney, Founder & CEO of Dream Local Digital, joined me to dig into exactly that. Shannon brings more than 30 years of leadership experience building scalable digital strategies for brands like LinkedIn, Goo...

You don’t need more leads - you need the right ones.  In this episode, I sat down with Jamie Cox, a Nashville-based brand and marketing strategist who helps B2B service providers get off the content hamster wheel by getting crystal clear on who they serve - and just as importantly, who they don’t. Jamie’s approach to brand strategy isn’t about logos or color palettes. It’s about making your brand...

In this episode, I talk with Nelson Dickson, founder of C3 Creations, about the power of relationships in sales. Nelson shares how he built his marketing brokerage by focusing on genuine connections rather than transactions. As a self-described introvert, he changed his approach to networking by asking "How can I help?" instead of "What can I get?" Key takeaways: 60-70% of Nels...

In this episode, I talk with Devin Lee, systems strategist and the Founder behind helping overwhelmed business owners create custom processes that simplify operations. Devin specializes in transforming chaos into clarity, enabling businesses to scale efficiently without hitting plateaus. She shares her expertise in streamlining workflows, automating tasks, and implementing effective delegation str...

Too many founders hold back from selling because they think they’re just not cut out for it. But today’s guest, Joshua Schulman, is here to challenge that belief.  As a communication coach with a background in public speaking, acting, and even poker, Joshua helps entrepreneurs ditch the “natural salesperson” myth—and replace it with real, repeatable skill. In this episode, we dig into why performa...

In this re-release episode, I talk with Elizabeth Howell, owner of Howell Media, about the power of organic marketing for small business owners and solopreneurs. Elizabeth shares how she helps entrepreneurs fight marketing indecision by focusing on just two powerful strategies: LinkedIn and podcast guesting. As someone with extensive media experience, she discovered this combination gives the bigg...

There's a point in every founder's journey where doing great work stops being enough. The habits that built the business — staying close to delivery, saying yes, solving every problem — quietly become the ceiling. In this episode, Sarah Still, COO and Enterprise Value and Exit Strategist with RAYNE IX, joins Tam to talk about what it actually takes to build an agency that doesn't de...

Natasha Golinsky is the founder of On Purpose Projects, a certified women-owned full-stack web development agency specializing in complex, custom builds — Shopify, WooCommerce, web apps, and API integrations. She's been running it for over 11 years, built it entirely by accident, and has never written a single line of code herself. In 2024, a stage two breast cancer diagnosis forced her to st...

What does it mean when your offer stops converting? Most founders go straight to the copy — rewriting, repositioning, polishing. Becca Camp says that's usually the wrong place to look. In this live episode recording, we get into the deeper reason offers don't land, and it has everything to do with what's happening in your body when you're in the room. Becca is the founder of Fe...

For a lot of women founders, being “the one who handles everything” becomes part of our identity. At first, it feels like a strength. We become dependable, resourceful, capable. We figure things out. We solve problems. We carry the business on our backs because that’s what it takes to get something off the ground. But eventually, the same habits that helped us build the business begin limiting its...

The longer you’re in business, the more you realize—this isn’t just about strategy. It’s about how you see yourself. In this episode, I sit down with Samantha Kaye Harris, Workforce Retention and Confidence Strategist, to unpack what’s really happening beneath the surface for so many female founders and business owners. We get into the conditioning that keeps us second-guessing, waiting for valida...

If your pipeline feels inconsistent, it’s easy to assume you need more leads, more content, or more visibility. But what if the real issue isn’t volume—it’s clarity? In this episode, I sit down with messaging strategist Stacy Eleczko to unpack why so many service-based founders struggle to convert interest into real conversations—and how unclear, overly safe messaging is often the root cause. We t...

Referrals are a strong signal that your work matters—but they’re not a strategy you can rely on long term. In this conversation, I sit down with leadership coach Kimberly Boyd to talk about what happens when a referral-based business starts to feel inconsistent—and what it takes to build something more stable. When we started working together, Kimberly’s business was built almost entirely on word-...

Somewhere along the way, sales became more complicated than it needs to be. Funnels, tech stacks, automation all before we ever have a real conversation. But when you strip it back, every new client opportunity comes down to four simple steps: finding the right people, connecting with them, nurturing the relationship, and making an offer when there’s a genuine fit. In this episode, I’m joined by S...