#008: Why They’re Not Buying (And How to Fix It Without Feeling Salesy)

Have you ever wondered why people love your content, engage with your posts, and open your emails—but when it comes time to buy? Nothing. Crickets.

I know how frustrating that feels. You’re doing all the things—showing up, offering value, making your offer clear—so why aren’t they saying yes?

Here’s the truth: The reason they’re not buying isn’t because your offer isn’t good enough. It’s because they don’t trust you enough yet to take action.

And trust? That’s something you build intentionally—not through pressure, urgency, or “closing techniques,” but through a sales process that makes people feel safe, seen, and ready to invest.

That’s exactly what we’re breaking down in this episode of The Business of Good Podcast.

How to Fix Your Sales Process Without Feeling Salesy

If selling feels hard for you right now, chances are you’re missing one of the five key trust-building stages that make sales feel easy. Because here’s the thing—when you nurture your audience the right way, selling stops feeling like convincing and starts feeling like guiding.

Here’s what I mean:

1. Awareness: They Can’t Buy If They Don’t Know You Exist

You could have the best offer in the world, but if people don’t know about you, they can’t buy. And visibility alone isn’t enough—you have to show up in the right places, in front of the right people, in a way that makes them feel instantly connected to your message.

2. Interest: Why Should They Stick Around?

Ever followed someone online, only to forget about them a day later? That’s what happens when interest isn’t built. People need a reason to stay engaged. And that reason is almost always storytelling, relatability, and creating curiosity about what’s next.

3. Involvement: Give Them a Reason to Take Action

Your audience might love what you share, but until they take a step closer to you, they’re still just observers. Maybe that means joining your email list, grabbing your free resource, attending a live Q&A, or DMing you about a problem they’re struggling with. The more involved they become, the more invested they feel.

4. Investment: When the Sale Feels Like the Next Logical Step

Here’s where most business owners freeze. You’ve built trust, you’ve nurtured relationships, and now it’s time to make the ask. But you hesitate, worried about being pushy. Instead, what if selling felt effortless? When people trust you and see the value in what you offer, buying should feel like the obvious choice—not a pressured decision.

5. Stewardship: The Relationship Doesn’t End With the Sale

So many entrepreneurs focus on getting the sale but forget about what happens next. The most successful businesses don’t just create customers—they create advocates. People who refer them, come back for more, and become part of their long-term success.

You Don’t Need High-Pressure Sales Tactics—You Need a Better Process

Selling isn’t about forcing people into a yes. It’s about guiding them to a decision that feels good for them—one that they want to make, not one they feel pressured into.

If you’re tired of feeling awkward when you sell, or if you’re frustrated by hearing “I’ll think about it” more than “I’m in!”, it’s time to change your approach.

And I’ve got something that will help...

Get My Free Sales Strategy Guide

If you’re ready to ditch the sales pressure and start selling in a way that feels good, grab my FREE Cultivation Funnel Quick-Start Guide inside my community, The Business of Good Collective.

📥 Join here to download it: janditchfield.co/good

Final Thoughts

People aren’t saying no because your offer isn’t good enough. They’re saying no because they don’t trust the process of buying from you yet.

When you shift from pushing sales to building trust, you stop chasing buyers—and start attracting the right ones to you.

🎧 Now, hit play on Episode 008 of The Business of Good podcast and start making sales feel EASY.

📲 Tag me on Instagram (@janditchfield.co) and share your biggest takeaway from today’s episode!