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 performance, not personality, drives sales confidence. Whether you're leading discovery calls, pitching investors, or just trying to get through outreach without freezing, Joshua shares practical ways to rehearse your way to clarity—and even enjoy the process.Here’s what we cover:Why being “bad at sales” is just a lack of practice—not a fixed identityHow to gamify key moments in your sales process to reduce pressureWhat acting, chess, and poker teach us about handling objections and staying presentThe Sales Process Flow method that helps founders ditch guessworkOne challenge you can take this week to build communication muscle memorySales as Service Challenge — Start Now!Pick one moment in your sales process—and rehearse it.That’s it. Just one.It could be: — How you open a discovery call — The way you introduce your offer — Or how you handle a common objectionWrite it down. Say it out loud. Try it a few different ways. Play with tone, pacing, and delivery.The goal isn’t to memorize—it’s to practice being present, so you feel more confident and less reactive in the moment.Links & Resources:Learn more about Schulman Communications Interactive (SCi)Connect with Joshua on LinkedInJoin us for the next SAS LIVE Office Hours Event!Check out the LinkedIn Lead Generator to learn how to turn simple daily actions into real conversations with potential clients. Grab your 5-Minute Sales Audit for a quick scan to show what’s working, what’s not—and one thing you can improve right away.Have an episode idea? DM me on LinkedIn and let me know! —Tam Smith is a Sales Growth Strategist and founder of ST49 Sales Marketing, where she helps female founders and agency owners ditch feast-or-famine cycles with sales systems that actually feel good to use. With 15+ years in sales leadership, Tam’s work focuses on building genuine relationships, crafting smart outreach strategies, and creating consistent client pipelines—no pressure tactics required. When she’s not helping clients build reliable sales systems, you’ll likely find her rock climbing or mapping out her next adventure with her Supermutt, Ila, in Durham, NC.

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