We’re a Soulful Selling Species

soulful sellerMost of us sell every day of our lives—whether or not we know it, and whether or not we call it “sales.” We can’t help ourselves. When we find something that is fun or valuable, we want to share it with the world, or at least a few friends. We want to scoop people up and get them on board, whether it’s asking them to “buy” into a:

  • Product or service
  • Friday night dinner party
  • Class or seminar
  • Local park cleanup
  • Program to end hunger or support the environment

When we know how to make these invitations with grace and mastery, life is easier and more pleasant. When we also know how to get the results we want, life is more rewarding. The whole point of the Soul of Selling strategy is to be comfortable with offering people something you’ve found valuable—and confident that you can talk about it in a way that they see its value as well.

Minimally, we all way to sell in a way that makes us feel good. That’s the first step. We need to get that in place before we do anything else. What makes selling feel good to most people is doing it in a way that is soulful.

“Soul” is the part of us that craves higher purpose, authentic relationships and meaningful contribution. Webster’s calls it “the seat of real life or vitality; the source of action; the moving spirit, the heart.”

“Selling” is simply offering your product or vision in such a clear and inviting way that people see value in it for themselves and come on board. The Soul of Selling is based on three principles:

1. We all want to have a positive impact on our world. When we know how to “sell” the causes, programs, or services we love, we have the power to change the world.

2. We all want to nourish our souls. We want to feel good about who we are and what we do, to act with integrity and contribute to others.

3. We don’t have to choose between these two desires. We can combine doing well and feeling good. Being a “go to” person who gets results does not mean we can’t also be good people who support others. And being good people does not mean we can’t have a powerful impact on the world. In fact, people of compassion, purpose and vision can do far more good if they also have the power to make things happen.

Our cultural and corporate values are shifting toward “soul.” This shift gives the bottom line a moral compass. It shows us a new landscape where results and values not only can meet, but must meet. It gives us permission to be amalgams of strength and contribution, capacity and compassion, steady will and generosity of spirit.

Life will always hand us opportunities to “sell.” The only question is: Will we have fun, or get cranky? Will we complain or back away—or will we step up and make the contribution we want to make?  

What is one thing you can do today to demonstrate being the soulful seller that you are?

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gift offering 2We need both “happy” and “successful.” “Happy” without “successful” may be fun, but we can’t count on it to pay the rent. “Successful” without “happy” is a recipe for burnout and grimness. People often think that combining “happy” and “successful” is like patting your head and rubbing your stomach—but actually, it’s the simplest thing in the world.

You just need to do 5 things. They may seem big at first, but they are very simple if you break them down and do them systematically. The Soul of Selling gives you step-by-step exercises that lead you through these 5 items. If you simply answer the questions in the exercises, you will have done all 5 “happy and successful” steps.

1. Free yourself from fear and negative thinking. This is the most important step. It liberates you from thoughts like: “Selling is sleazy and manipulative.  I don’t know how to do it, and I don’t even want to know.  I shouldn’t have to do it. People should come to me.  Nobody is going to want what I offer.”

2. Tap into your personal passion. [Read more…]

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Selling Alchemy: 3 Ways to Dissolve the “Yeah, buts…”

Your sales conversation is going well–and then you hear those two little words: “Yeah, but…” Usually followed by: “I don’t have the money” or “I don’t have the time.”

What do you do? Yell, “Liar, liar, pants on fire!?” Give up, hang up, or turn away? Offer them a dollar from your wallet?

Of course not. This is not the end of the sales conversation. It’s the beginning of a new conversation that can be even more productive, and probably more profitable, than one without “objections.”

Try these 3 steps to dissolve the “Yeah, buts” and keep a warm, open connection with your potential customers: [Read more…]

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Welcome to The Soul of Selling! I help entrepreneurs, coaches, service providers and sales teams guarantee extraordinary sales results with ease, integrity, and generosity of spirit.

My work is based on 30 years of producing record-breaking sales results and on the 3 basic principles in The Soul of Selling: Honor yourself, honor others, and honor what you offer. When we do that, everybody wins.

Thanks for stopping by! Please take a look around, pick up a free copy of my new ebook, and enjoy!

Carol Costello

The Soul of Selling Book    Coaching    Speaking    Organizations   Blog


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Sell Yourself Without Feeling Pushy, Creepy, or Weird!

Do you love what you do to serve people, but hate having to “sell yourself” to do it?

Master sales coach Carol Costello offers a powerful 10-step approach to selling yourself in an easy, natural, authentic way that serves everyone with whom you speak—and also gets the exact sales results you want.

This approach transforms those queasy, uneasy feelings about selling yourself into a clear, open confidence that helps you handle objections with ease and aplomb, and close the sale with skill and grace.

Carol offers a new definition of selling yourself: “bringing our best when we interact with people, serving them, and being a stand for our own value, for their value, and for the value of what we are offering.”

This approach is based on the three basic principles of Carol’s popular selling primer, The Soul of Selling: Honor yourself, honor others, and honor what you offer.

The way you sell should reflect who you truly are, and it should be fun. It’s time to stop letting fear, embarrassment, or queasiness about selling get in the way.

Sell Yourself Without Feeling Pushy, Creepy, or Weird! was written with coaches, practitioners, service-providers, and solopreneurs in mind—but it works for anyone who needs to sell themselves in order to give the world their gift.

We all sell ourselves, all the time, whether we are:
•    Offering a service like coaching or accounting
•    Offering products like cars, cosmetics or cleaning products
•    Finding a job or working toward a promotion
•    Getting our kids to eat broccoli, inviting people to a dinner party, talking about a cause, or making a new friend

This book is about selling yourself in a way that makes you feel great, serves others, gets your gift is out there into the world, and helps you make a living doing what you love.

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Sell Yourself Without Feeling Pushy, Creepy, or Weird! offers guidelines for selling yourself in an easy, natural, and authentic way that serves everyone with whom you speak–and also get the precise sales results you want. Transform those queasy, uneasy feelings about selling yourself into a clear, open confidence so that you handle objections with ease and aplomb, and close the sale with skill and grace. See more here


Creativity on Demand: Write in the Zone shows how to find that focused, spontaneous, relaxed place where we feel clear, imaginative, energized and productive–even on a deadline! Words flow out of us, and we can feel that divine spark we call creativity moving within us.  This book is about developing your unique relationship with the Zone, and your particular way of using it. See more here.


Chasing Grace: A Novel of Odd Redemption is a raw, funny look at spiritual coming of age, at unconventional ways to heal deep emotional wounds, and at finding greater purpose in surprising places despite desperate odds. Cathy Callahan runs away at age ten to escape her mother’s abuse and find God, whom she first met….(read more)


The Soul of Selling‘s 6 powerful steps guarantee you get specific sales results, serve others as you sell, and feed your soul. See more here



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I developed the Soul of Selling method to bring more ease, meaning, and enjoyment to the record-breaking results I produced at as Sales Director for three successful startups over 30 years.

Sharing this method with audiences in keynotes and workshops is a joy. I love showing people how to move into a more powerful relationship with selling. When you have a proven way to keep your enthusiasm high, your relationship with buyers warm, and your sales goals met every time, you naturally enjoy selling more—and so you get even better at it.

It is thrilling to my clients relax into their own unique “sweet spot” of selling and to feel great about themselves as sellers. They can let it rip because they know they can trust themselves to serve people, and also to produce the big numbers they’ve always dreamed of—in a way that is easy and natural for them.

After hanging out with Keats and Yeats on my way to an MA at the University of Michigan, I became an investigative reporter in Chicago. It was my job to be on hand whenever Mayor Daley was doing something naughty and to write it up in an amusing way for the people of Chicago, for whom journalism is a blood sport.

I found my way to San Francisco and was the first Sales Director for two spiritual start-ups that are thriving worldwide today. My selling heroine is Mother Teresa of Calcutta. She raised millions for a cause that was her passion—without any sales training or gimmicks, just by being who she was.

Along with my career in sales, I have been a book doctor and editor, a student of meditation and the Vedanta since 1980, traveled the world with extended stays in India, and hiked down and up the Grand Canyon. In 2011, I published my first novel, Chasing Grace: A Novel of Odd Redemption. I live in San Francisco across the street from the Pacific Ocean. These are my two very large, ultra-smoochy cats, Frankie and Flynnie.

You can find WRITE IN THE ZONE, my blog about writing, and information on my editorial services at www.carolcostello.net.


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I believe that selling is a high calling—and I’m inspired by the courage, grit, and boundless enthusiasm of people who sell from their hearts.

I strive to bring that inspiration to audiences, focusing on the bottom line while entertaining with humor, passion, and compassion. When people have fun, the message goes directly to the place inside where new and exponential results begin.

My message is that you can guarantee extraordinary sales results, and at the same time serve others and feed your own soul with personal meaning, higher purpose, and generosity of spirit. I talk about the honor and joy of selling, and show audiences how to relax, be present to others, and make money while becoming the people they have always wanted to be.

I invite people to make the selling process itself a source of self-esteem, contribution, inspiration, and delight—and to become a force of nature in their own lives—whether they are new sellers or old hands.

My topics include:

  • Sell Yourself Without Feeling Pushy, Creepy, or WEIRD!
  • Selling Big without Selling Out
  • Your 3 New Best Friends: ‘The Ask,’ Objections, and the Close
  • The Cosmic Hors d’Oeuvres Tray: Getting Your Goal, Every Time, No Matter What
  • Finding your Personal “Selling Sweet Spot”

 What people say about Carol Costello…

            The Soul of Selling jump-starts sales forces. They produce more because they know how to honor themselves and their profession, as well as their prospects. They have more staying power, more results, and more fun.  — Murray Thompson, Ph.D., Consultant to Fortune 100 companies

            A lot of people have helped me with sales over the years, but the biggest breakthrough is Carol Costello’s The Soul of Selling book and presentation. She spoke recently at our Spirit and Work Conference, and I cannot over-recommend her.   — Pat McHenry Sullivan, Founder, Spirit and Work Resource Center

             It’s a joy to watch this material in Carol’s hands. People soak up new skills, beam with enthusiasm, and then go out there and get results they never thought possible. They get the results they want, and at the same time inspire trust, loyalty, and productive action in their teams.  — Tom LeNoble, Senior Customer Service, Executive/Coach

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You can make selling as pain-free and delicious as chocolate dessert—and also guarantee your sales results, every single time. Sound impossible? Don’t buy into the “no pain, no gain” sales myth! You can be yourself, make everyone around you feel great, and still get the exact sales results you promise.

Try these 5 steps the next time you head out to sell…

1. Imagine that your job is to pass around a silver tray piled high with sumptuous little chocolate desserts—truffles, caramels smothered in smooth milk chocolate, rich dark chocolate-covered cherries and orange peel, tiny chocolate cakes with icing so chocolate that it sweats! Your “sales goal” is to empty your tray, to get rid of all your chocolates. [Read more…]

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Soul of Selling Book

The Soul of Selling captures everything I learned in 30 years of producing record-breaking sales results; developing rich, productive relationships with clients and customers; and learning to love selling and do it in an easy, natural way!

It guides you through 6 quick, easy steps that guarantee big sales numbers, service to others, and personal fulfillment. It’s all about doing good and doing well, feeding your soul as well as your bottom line.

You get specific sales tools to:

  • Dissolve the mental chatter that keeps you from enjoying and succeeding at sales
  • Discover and enjoy your own natural enthusiasm, and renew it at will
  • Deliver specific results, consistently, with ease and joy
  • Conduct the 10-Step Honoring Sales Conversation
  • Make “the ask,” handle objections, and close the sale with confidence, grace and skill
  • Never again take “no” personally
  • Master the art of “selling yourself” without fear or stress

This sales book is both a training primer and a desktop tool for ongoing sales inspiration.

For your autographed paperback, click “Add to Cart” in the sidebar. To see it on Kindle, click the photo above

The Soul of Selling is a revolutionary sales book that reveals the selling secrets of how to:

  • Take the guesswork out of results, and the stress out of selling
  • Simply be yourself, be good to people, and get the great sales results that make you a leader in your field
  • Say goodbye to fear of rejection or manipulation, and access your own natural confidence and enthusiasm
  • Produce the exact sales results you want, every time—guaranteed!

It is for anyone who wants to fuse great sales results with personal integrity, authenticity, and relationship selling–including:

  • Coaches, consultants, and other professionals
  • Entrepreneurs and fundraisers
  • Sales teams
  • Network marketers
  • Anyone who wants to bring others on board with their product, service, project or vision

See a sample chapter here…


“This is how selling can be, and this is certainly how selling will be going forward for those who wish to make a successful career and endeavor in that regard.”   — Aaron J. Webber, Unicity Co-CEO and President

“This is cutting edge…and I’ve read them all! Ms. Costello has turned up the heat on selling techniques that will change the way I do business. I feel a new sense of ease already, and can’t wait to utilize these techniques in my day to day interactions. Excellent read, too!”   —  Tom LeNoble, Sales and Service Executive

“I read plenty of business books in my job, and I can confidently say that this little book is one of the more profound works I’ve encountered on business, selling, and life. Few of us are aware of the baggage we carry around about sales, marketing, and success. Carol Costello has opened my eyes and given me an entirely new way to achieve success without selling my soul. This book is as much about being a good person as it is about being successful. If you’ve even thought for a second that the two are mutually exclusive, buy this book!”   —“Book Guy”  Amazon reviewer

“I love this book! I am one to avoid all activity related to selling ANYTHING. This book helped me see the value that a salesperson IS to people. And what a fun read! I’ve given this book as gifts to all sorts of “sales” people: a soccer mom, a President/CEO for a nonprofit, and an attorney. There are good tips for those in all walks of life.” —  Christine Schmoeckel, Chief Information Officer

“If you do what Carol Costello says, you will be successful, and enjoy the process. Whether you are fundraising for your child’s school, a professional salesperson, or a small business owner, this book will help you clarify and achieve your goals.”  —  Carolyn Ingram, Ed.D.Psychologist, Author and Coach

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