Join Anna Payne on the How to Make More Sales Podcast, the show for business owners who want to make more sales and create more freedom, income and success on their terms.
The episodes focus on no-nonsense sales strategies that feel good because they’re values-led, consultative and relationship-based (not pushy, manipulative or scripted)
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EP012: How to make more sales over summer (*without being on 24/7)
Season 1 · Episode 12
Tuesday, July 7, 2026 • Duration 25:50
Episode summary
Every year, Anna hears the same thing: "nobody buys over summer." In Episode 12, she challenges that belief head-on, because when you stop selling over summer, fewer sales become a self-fulfilling prophecy.
Anna shares how she plans her own summers using a "dimmer switch" (fully off for holidays, dialled down to 10-20% capacity the rest) and tells the story of the scrappy, last-minute offer she launched on the way to the airport, with the first sale landing before she'd even checked in.
You'll leave with practical summer sales actions to put in place this week.
Key takeaways:
"Nobody buys over summer" is usually a self-fulfilling prophecy: people stop selling, so they stop making sales.
Think "dimmer switch," not on/off: dial down to 10-20% capacity and focus only on income-generating tasks and client delivery.
Scrappy beats perfect: a simple Google Doc with a checkout link can sell brilliantly when the offer is right.
Choose a summer-friendly offer that fits your capacity, or presell for September.
Reposition what you already sell so it feels timely: same substance, summer label.
Make buying frictionless: one simple sales asset, visible everywhere, plus a scheduled email sequence.
Your best summer sales are closer than you think: build a hot list of warm contacts and follow up daily.
Episode outline / timestamps
00:00 – Welcome + the "nobody buys over summer" myth
02:17 – What sales strategy fits your summer (and your clients')?
02:51 – Anna's own figures: July and August hold up
03:36 – The dimmer switch: fully off vs dialled down
05:44 – Story: the scrappy offer that sold before the plane took off
11:04 – Action 1: decide what to sell (keep it simple, or presell September)
12:58 – Action 2: position your offer to feel timely ("change the label")
15:03 – Action 3: create one simple, low-lift sales asset
16:47 – Action 4: make your offer visible everywhere
17:28 – Action 5: schedule a simple summer email sequence
18:26 – Action 6: build a hot list + follow up daily
19:45 – Action 7: thank-you pages and out-of-office as prime real estate
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
EP011: Why selling might feel harder right now (and what to do about it)
Season 1 · Episode 11
Tuesday, June 30, 2026 • Duration 22:19
Episode summary
A client recently asked Anna if she's having to work harder this year. Her honest answer: yes—but really, she's working differently.
Anna unpacks what's changed and walks through her Multi-Layered Sales Framework—human, leverage and scale—and shares her own numbers to show where the real money is coming from, drawing a clear line between toxic hustle and the truth that building a business still takes work.
Episode outline / timestamps
00:00 – "Am I working harder this year?" (and the more useful answer)
01:12 – What's really changed: AI noise, cautious buyers, a correcting market
05:57 – Anna's shift: from a 65% launch model to relationship-led sales
06:33 – Two challenge launches this year (~16% each)
07:49 – The Multi-Layered Sales Framework
08:03 – Layer 1: the human layer
08:45 – Layer 2: the leverage layer
09:36 – Layer 3: the scale layer
10:50 – £17k of new sales in two weeks—and where it came from
12:00 – The big mistake: skipping straight to scale
14:52 – The £250k, four-hours-a-day story
17:23 – Working harder vs working differently
20:00 – Your actions: map your revenue + client lifetime value
EP010: The top 10 mistakes that are stopping founders building six-figure sales momentum💔
Season 1 · Episode 10
Tuesday, June 23, 2026 • Duration 21:48
Episode summary
I see behind the scenes of a lot of businesses, and the difference between the founders who fly and the ones who stay stuck usually has very little to do with how good they are at what they do. So this episode is an honest list — updated for 2026 — of the 10 (plus a bonus 11th) mistakes I see entrepreneurs under £100k making, and what I'd do instead. Some of it is perhaps more direct than you may be used to me being, but it's all given with love and the intention of helping you spot where you might be becoming the bottle neck or keeping yourself stuck.
Key takeaways
Start broader, not narrower: niche down once you've got traction and money coming in, guided by where the opportunity is.
Protect your time for what actually creates revenue: connections, conversations, talking about your offer and asking for the sale.
Your voice is your edge — AI can assist your content and interrogate your plan, but it shouldn't replace either.
Don't delay selling: aim for proof and profit at every stage, and build with your clients rather than before them.
Your next 10 clients (or next £10k) are probably already in your existing network.
Keep it simple and sell first every day — 30 minutes of income-generating activity, even when you're busy.
Episode outline / timestamps
00:00 – Welcome + why some founders fly while others stay stuck
00:43 – Mistake 1: Niching down too far, too soon
02:46 – Mistake 2: Trying to do too much, too soon
03:46 – Mistake 3: Spending time on things that don't generate revenue
05:43 – Mistake 5: How you're using AI — in your content and your planning
09:44 – Mistake 6: No systems, no help, no investment in yourself
11:19 – Mistake 7: Delaying selling until everything is "perfect"
EP009: Follow the money: how to use my Sales Bullseye to find your quickest sales opportunities
Season 1 · Episode 9
Wednesday, June 17, 2026 • Duration 23:34
Episode summary
Most people think lead generation means finding brand new to your world people. Anna's take: your fastest sales are usually sitting far closer to home. In this episode she walks you through her Sales Bullseye, a target board with your warmest opportunities at the centre. You'll learn how to map your own board, match your sales action to the warmth of each relationship, and follow the money to the people most likely to buy soonest.
Key takeaways
Follow the money: start with the people most likely to buy soonest, then build longer-term pipeline.
Leads are not equal so match your sales action to the warmth of the relationship.
Past buyers are statistically more likely to buy again, decide faster, and spend more.
The biggest mistake is focusing on new leads.
No clients yet? Your centre is "existing trust" your relationship bank.
Your open opportunities (your hot list) are one of the fastest places to close follow up to a clear yes, no, or not now.
Visibility only pays off if you draw new connections inward and actually have conversations.
Episode outline / timestamps
00:00 – Welcome
00:28 – The big idea: picture your sales plan as a target board
01:42 – "Follow the money": start with who'll buy soonest (while building future pipeline)
03:00 – Ring 1 (centre): existing clients — their next natural step, upsell/cross-sell
05:03 – Newer in business? Reframe the centre as "existing trust" — your relationship bank
07:29 – Ring 2: active prospects + open opportunities (your hot list) — follow up to a decision
09:03 – Ring 3: past clients and previous buyers — give them a reason to re-engage
11:24 – Ring 4: older leads who went quiet — reactivate with a warm check-in (+ the 4 Ps)
EP008: How To Generate Better Leads
Season 1 · Episode 8
Tuesday, June 2, 2026 • Duration 23:10
Episode summary
Why visibility alone is not enough, and how to create better leads and warmer sales opportunities.
In this episode, I’m talking about how to generate more and better leads.
Lead generation is the most important activity in your business because all sales, client growth and long-term revenue sit downstream of it. But being visible and generating leads are not the same thing. I’ll walk you through how to think about lead generation as an ongoing business task and habit, why most small businesses need to be both the ‘lighthouse’ and the ‘door-knocker’, and how to create more warm sales opportunities.
We’ll also look at where to start first, how to spot the warmest opportunities already in your business, and what simple actions you can take this week.
By the end of this episode, you’ll know how to take lead generation beyond posting on social media and hoping for the best, and start using your time more strategically to create more leads, better conversations, better opportunities and, ultimately, more sales.
Key takeaways
Lead generation is a core daily job, not a quiet-month rescue mission, and small, consistent actions compound.
Visibility and a big audience help, but they don't equal leads: plenty of 100k-follower accounts make few sales, while sub-1,000 audiences turn over six and seven figures.
Success leaves clues: look at where your last 10 clients actually came from, then double down before chasing anything new.
Work out how many leads you genuinely need; your strategy should fit your business, not industry norms.
Be both the lighthouse (content that draws people in) and the door knocker (proactive outreach, follow-up, networking).
What you measure, you can manage, and Anna notes roughly 80% of sales happen between the 5th and 12th follow-up.
Episode outline / timestamps
00:00 - Welcome + why lead generation underpins everything
01:11 - Be more intentional, not just busier
EP007: How to create an easy yes offer that leads to bigger sales
Season 1 · Episode 7
Tuesday, May 26, 2026 • Duration 22:51
In this episode, you'll learn how to create a simple "easy yes" offer that can reduce buyer friction, build trust quickly, and become a natural bridge into your higher-value programmes, packages and consultancy.
Episode summary
If you're selling a higher-value programme, package or service, your buyers often need a smaller first step before they're ready to say yes to the main thing. Without one, you're likely leaving money on the table.
In this episode, Anna breaks down the "easy yes" offer: what it is, the two formats that work right now, real examples from her own business, and the pitfalls to avoid.
Key takeaways
Buyers need to feel both desire AND safety to buy.
The bigger the price, the bigger the need for safety and trust.
Good selling = removing friction (practical and emotional) from the buying process.
Two formats work best for this type of entry level offer to lead to upsells.
Use the Person / Problem / Promise framework to avoid vague offers like "an hour of my time."
Keep the scope contained: high value for the client, low lift for you.
The bridge supports your main offer, it doesn't replace it.
Some buyers don't need a bridge. Keep your main offer visible at all times.
01:30 – Why buyers need to feel safe before they invest
02:30 – Sales is about removing friction (practical + emotional)
04:00 – What an easy yes offer actually is
04:30 – Type 1: The diagnostic (audit, review, focus session)
06:00 – Type 2: Small discrete value (workshop, half day, focused session)
EP006: Sales First™: The 30-minute sales habit that will change your business
Season 1 · Episode 6
Tuesday, May 19, 2026 • Duration 21:23
In this episode, you’ll learn the Sales First method™: a 30-minute daily routine that builds sales fitness and helps you create sales almost every working day.
Episode summary
What if you could make sales nearly every day in just 30 minutes? In Episode 6, Anna shares Sales First™, the simple daily practice she’s used to make sales on roughly 99% of her working days for years.
She introduces “sales fitness” (a riff on the NHS guideline of 150 minutes of activity a week, applied to sales), explains why “roller coaster revenue” happens to almost every solopreneur, and walks you through exactly how to structure a 30-minute Sales First block: when to do it, what counts, and what doesn’t.
You’ll also get a practical 30-day challenge, two formats to choose from depending on how you work best, and Anna’s honest take on what to expect in weeks one and two when resistance kicks in.
Key takeaways
Sales fitness comes from consistency, not heroic effort: 30 minutes a day, five days a week.
Roller coaster revenue happens when sales activity stops the moment you get busy with delivery.
Attention is more limited than time, and where you direct it predicts your results.
Sales First™ works because it gets income-generating activity done before the day pulls you elsewhere.
The filter is simple: will this task directly generate income in the next 30 (or 60–90) days?
Choose your format: one focused activity per day (Option A) or split focus across three tasks (Option B).
Commit to the activity, not the outcome, and use the 80/20 rule when life gets in the way.
Episode outline / timestamps
00:00 – Welcome + introducing sales fitness
01:12 – The roller coaster revenue problem
02:55 – Anna’s recruitment-days lesson: protected core sales time
04:46 – Two strategies that changed everything: recurring revenue + Sales First™
EP005: How to talk about what you do so people listen AND want to know more
Season 1 · Episode 5
Tuesday, May 12, 2026 • Duration 20:44
Do you ever find yourself rambling when someone asks, “So, what do you do?” In this episode, Anna shares a simple formula to help you explain your work in a way that feels natural, clear and outcome-focused—so the right people pay attention, remember you, and want to know more.
Episode summary
Most people lead with their process, package or deliverables. But people don’t buy the process: they buy the destination.
Anna shows you how to lead with who you help + the result you create + why it matters, then back it up with frameworks and “stress tests” to make your message simple, memorable and easy to repeat across networking, content, bios, websites and sales conversations.
Key takeaways
Clarity sells: people must quickly understand who you help and what you help them achieve.
Keep it client-centred (not “about you” or your methodology first).
Lead with outcomes/destination, then share the “how” later.
Use the formula: I help X achieve Y so they can A (now) and B (later).
Run your message through stress tests (simple enough for an 8-year-old; uses your client’s real language).
Choose aspirational language that attracts action-takers, not “stuck” identity labels.
Once it’s clear, use it everywhere and repeat it more than you think you need to.
Episode outline / timestamps
00:08 – Why this matters (and why it’s trickier than it sounds)
01:22 – Principle #1: make it instantly clear who you help + what you do
02:44 – Repeatability: why you must say it over and over
03:09 – Common pitfalls: vague, too rehearsed, too broad, too process-led
EP004: How to double your sales without more leads or a bigger audience, by using personal outreach (and doing it well)
Season 1 · Episode 4
Tuesday, May 5, 2026 • Duration 18:09
Personal outreach is one of the fastest ways to create revenue right now. In this episode, Anna breaks down the good, the bad, and why so many people avoid outreach—then shows you how to do it properly so it feels human, protects relationships, and creates sales without needing more followers, more leads, or a bigger audience.
Episode summary
Many people resist outreach because they associate it with being pushy or “salesy.” Anna’s take: the problem isn’t outreach—it’s how badly it’s often done. She explains why “lighthouse marketing” (posting/emailing/visibility) alone won’t reach all your warm leads, and why “door knocking” (proactively starting conversations) is a core growth strategy right now.
The 4Ps of outreach:
Personalisation (no copy/paste)
Point (get to it quickly)
Permission (ask before you pitch)
Professional (protect your reputation—especially if you outsource)
Key takeaways
Outreach done with integrity is hard to “get wrong.”
Pipeline comes from consistent opportunity creation.
Lighthouse builds trust, but won’t reach everyone warm/ready.
Door knocking creates momentum and replaces missed sales.
Start with warm contacts (clients, past clients, enquiries, subscribers, engagers).
DMs/WhatsApp often beat email—use what you have.
Aim to start conversations, not close in one message.
Outline / timestamps
00:00 Outreach overview + why it matters now
01:17 Lighthouse vs door knocking
04:21 Fear of sounding pushy
08:20 The 4Ps framework
13:47 Who to message + where to message
15:29 Action to take today
EP003: How to have better sales calls that convert, without ever feeling pushy
Season 1 · Episode 3
Monday, April 27, 2026 • Duration 20:24
In this episode, I share twelve simple actions you can take before, during, and after your sales calls to increase conversions, save time, and keep the process feeling both professional and human (no scripts, no pressure or awkward tactics!)
Episode summary:
Sales calls get a bad reputation for a reason: they can feel awkward, draining, and inefficient, especially when you find you’re speaking to the wrong people, over-delivering free consultancy off they just don't convert as well as you'd like.
In this episode, Anna walks you through 12 practical opportunities to improve your sales call process from end to end.
You’ll learn how to reduce friction, lead the call with confidence, ask better questions, present your offer clearly, and follow up in a way that supports a decision, without ever feeling pushy.
Key takeaways (3–7 bullets)
A booked call isn’t the goal—the goal is helping a prospective client make a clear decision.
Many sales can be closed faster in the DMs; insisting on a call can kill momentum.
Reduce friction: make booking easy, qualify people up front, and show up prepared.
Lead the call: set the scene, ask better questions, listen actively, and reflect the “gap.”
Don’t turn a sales call into free consultancy—focus on clarity and outcomes.
Ask permission to sell and keep your offer simple and relevant.
Follow-up isn’t chasing—it’s supporting a decision as part of a professional process.
Episode outline / timestamps
00:00 – Why sales calls can feel awkward
00:45 – What you’ll learn: 12 improvements before/during/after
01:10 – (1) Decide if a call is even needed (DMs vs calls)
04:10 – Example: how hidden pricing + extra steps lose ready buyers
07:10 – (2) Make it easy to book (Calendly)
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Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller *Everything You've Been Taught About Sales is Wrong (Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (Probably) and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller *Everything You’ve Been Taught About Sales is Wrong (Probably)* and a keynote speaker on sales and entrepreneurship.
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship.
