In this episode of One Small Change, Yvonne McCoy welcomes Beth Johnston, a dynamic sales trainer with over 35 years of expertise, to share how a seemingly small decision led to a profound transformation in her professional journey. The conversation dives deep into the universal nature of sales, the importance of identifying and standing in your unique value, and busts common myths and blocks entrepreneurs — especially heart-centered women — face around profit and selling. The guest also shares practical advice for building trust, communicating authentically, and reframing selling as serving. Whether you’re struggling to define your target market or hesitant about claiming your worth, this episode is packed with actionable insights and empowering encouragement.Guest Bio:Beth Johnston is a veteran sales trainer and consultant with over three decades of hands-on experience helping companies and entrepreneurs skyrocket their sales performance. Renowned for her unique ability to simplify the sales process and foster rapid growth, Beth is a sought-after coach for individuals and businesses ready to unlock their potential. Her passion lies in helping people discover their unique strengths, communicate authentically, and sell with integrity — all while enjoying greater freedom, profitability, and sense of purpose.Chapters:00:00 Buyer and Seller Dynamics04:53 "Initiative Leads to Success"08:43 Honest Sales Advice Lessons10:35 "Service, Not Selling"14:12 "Trust Drives Business Success"19:40 Entrepreneurship: Defining Market & Value21:40 "Complimentary Consultation: Discover Uniqueness"23:51 "Sell More, Gain Freedom"26:48 "Fueling Growth Through Podcast"29:59 "Best Wishes for All"Quote from the Guest:“Trust is the reason you sold today because the person on the other end of the conversation, on the other side of the transaction, trusted you.”Link:Beth offers a complimentary 30-minute consultation to share your goals and challenges when it comes to selling. Schedule your consultation here: https://cal.com/bethjohnston

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