In this episode of The Authority Builder podcast, Charlotte is joined by her own coach, Steph Crowder, a sales and strategy coach who helps entrepreneurs sell with courage, clarity, and confidence.

Steph brings a rare mix of corporate sales leadership experience (including leading sales training at Groupon) and a decade of coaching online business owners. The result is a refreshingly practical approach: selling does not have to feel complicated or performative. It can be simple, consistent, and human.

If you’ve been feeling overwhelmed, stuck in strategy mode, or reluctant to “put yourself out there” again, this conversation is a grounded reset.

Why business growth is often about doing less (but doing it consistently)

One of the big themes in the conversation is this idea: business growth usually does not come from doing everything. It comes from doing the right things, consistently.

Steph shares how this clicked for her early on while working at Fizzle (a membership that taught people how to start online businesses). She had a front-row seat to thousands of entrepreneurs asking some version of the same question:

“Should I be doing this… or that?”

When there is a never-ending list of possible actions, prioritisation becomes a core business skill.

Steph’s take is straightforward:

You have to make peace with the idea that you will never be “done”.

Once you accept that, you can stop chasing every option and start focusing on what actually moves the needle.

Selling can be boring… and that’s not a problem

Steph and Charlotte also talk about something many people resist admitting: the most effective sales activity is often repetitive.

Warm outreach. Personal invitations. Showing up again. Following up. Saying the same message in different ways.

It can feel “boring”, especially for multi-passionate entrepreneurs who crave novelty.

Steph frames it in a way that lands:

Your business does not have to be the ultimate source of stimulus in your life.

If your brain is constantly chasing a dopamine hit through new ideas, new offers, or new platforms, you can end up avoiding the fundamentals that create stable revenue.

Consistency is not glamorous. But it works.

Action beats overthinking: how to get out of your head

Charlotte highlights a common coaching reality: it is not always the strategy that is hard. It is getting people to actually do the work.

Steph’s advice for moving from overwhelm into motion centres on two practical shifts:

1) Name the overwhelm

Steph sees overwhelm as a signal, not a fact.

It often points to an underlying belief of:

“I’m not capable of doing all this.”

When you identify where that belief is showing up (time, confidence, skill gaps, decision paralysis), it becomes easier to address what is really going on.

2) Break it down into smaller steps

Big tasks create resistance. Smaller steps create traction.

Steph gives an example many business owners will relate to: creating a new webinar (even when you teach webinars) can feel enormous.

So instead of forcing yourself to do it all in one sitting, you break it into parts:

• Define the core problem first
• Build the framework next
• Then map the teaching points
• Then refine the delivery

It is simple, but it’s powerful.

Why “money-making activities” need to be daily (not occasional)

Steph talks about a principle she teaches often: doing an hour a day of money-making activities (MMAs).

People sometimes ask whether they can do five hours in one day instead. Steph prefers daily consistency because it becomes part of the fabric of your business.

The goal is to reach the point where selling is not a dramatic event.

It is just something you do, like brushing your teeth.

That consistency builds momentum. And momentum reduces dread.

BuzzBlitz: a repeatable sales process (without reinventing the wheel)

Charlotte asks Steph about BuzzBlitz, Steph’s framework for running a structured sales campaign.

Steph is clear that BuzzBlitz is not about gimmicks. It is about creating a repeatable process that helps you:

• warm up your audience over several weeks
• deliver genuinely useful value (not just “buy now” messages)
• show up consistently across email and social
• run a sales event (often a webinar) with strong conversion

Even if you do not “launch” in the traditional sense, the underlying principle still applies: people need repeated exposure to understand what you do and trust you enough to buy.

And yes, it can feel like a lot when you are the one sending the emails.

But as Charlotte points out, many prospects only notice you after multiple touch points, even when you feel like you’ve been “waving from the rooftops”.

“I don’t want to be too self-promotional”: selling as service

A major sticking point for many business owners is the fear of being pushy.

Steph reframes this as a thought leadership opportunity:

Your job is not to repeat “buy from me”. Your job is to lead.

That means using your selling period to:

• answer real questions your audience is stuck on
• share fresh angles and clear opinions
• offer examples and stories people can see themselves in
• help people make progress, even if they do not buy

Done well, this does not feel spammy. It feels useful.

Authority in 2026: why audio and video matter more than ever

Charlotte and Steph also dig into authority building and why it is increasingly linked to how people experience you, not just what you write.

Steph’s view is strong: in 2025 and 2026, building a body of thought leadership via audio or video is a major advantage, especially for high-ticket offers.

Her reasoning is simple:

• People need to hear and see you to trust you faster
• Written content is easier than ever to automate and commoditise
• Human tone, presence, and delivery cut through the noise

Charlotte adds a practical benefit: recording conversations (or solo audio) can reduce the friction of staring at a blank page, and it makes repurposing easier across multiple formats.

When selling feels hard, start with your warm network

To close, Charlotte asks Steph for one small step someone can take if they know they need to sell again, but they’re resisting.

Steph’s answer is immediate:

Start with who you already know.

Many entrepreneurs assume their next clients will be strangers online. But warm connections often convert faster because trust already exists.

Steph likens it to opening a local business: you would naturally tell your community first.

Online business is not different.

Listen to the episode

If you want the full conversation (including Steph’s mindset shifts, the role of repetition in sales, and how authority building connects to consistent revenue), listen to the episode here:

Listen on Buzzsprout: From Overwhelm to Authority: Steph Crowder’s Sales Strategies

Want more from Steph?

Steph shares her work, programmes, and podcast at stephcrowder.com.

Her podcast is the Courage and Clarity Podcast, and it’s a strong starting point if you want grounded, practical sales guidance without the hype.