by Anna Payne
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)
Language
🇺🇲
Publishing Since
4/24/2026
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June 30, 2026
<p><strong>Episode summary</strong></p><p>A client recently asked Anna if she's having to work harder this year. Her honest answer: yes—but really, she's working differently.</p><p>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.</p><p><strong>Episode outline / timestamps</strong></p><p>00:00 – "Am I working harder this year?" (and the more useful answer)</p><p>01:12 – What's really changed: AI noise, cautious buyers, a correcting market</p><p>05:57 – Anna's shift: from a 65% launch model to relationship-led sales</p><p>06:33 – Two challenge launches this year (~16% each)</p><p>07:49 – The Multi-Layered Sales Framework</p><p>08:03 – Layer 1: the human layer</p><p>08:45 – Layer 2: the leverage layer</p><p>09:36 – Layer 3: the scale layer</p><p>10:50 – £17k of new sales in two weeks—and where it came from</p><p>12:00 – The big mistake: skipping straight to scale</p><p>14:52 – The £250k, four-hours-a-day story</p><p>17:23 – Working harder vs working differently</p><p>20:00 – Your actions: map your revenue + client lifetime value</p><p>20:42 – Closing + how to work with Anna</p><p><strong>Links + Resources: </strong></p><ul><li>Want to see your greatest opportunities to increase sales? <a href="https://www.annapayne.online/quiz" target="_blank" rel="ugc noopener noreferrer">https://www.annapayne.online/quiz</a></li><li>Join us for 30 days of free online networking? <a href="https://www.annapayne.online/networking " target="_blank" rel="ugc noopener noreferrer">https://www.annapayne.online/networking </a></li><li>Download your free leads tracker <a href="https://www.annapayne.online/tracker " target="_blank" rel="ugc noopener noreferrer">https://www.annapayne.online/tracker </a></li><li>Book a free 15 minute sales game plan call with Anna <a href="https://calendly.com/annapaynecall/introduction " target="_blank" rel="ugc noopener noreferrer">https://calendly.com/annapaynecall/introduction </a></li><li>Buy my best-selling book on sales here: <a href="https://amzn.to/4u9fJy9" target="_blank" rel="ugc noopener noreferrer">https://amzn.to/4u9fJy9</a></li><li>See a complete list of ALL the FREE and paid ways I can support you with sales <a href="https://www.annapayne.online/everything " target="_blank" rel="ugc noopener noreferrer">https://www.annapayne.online/everything </a></li></ul><p><strong>Meet Your Host: </strong></p><p>Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.</p><p>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.</p><p>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.</p><p>Website: <a href="https://www.annapayne.online/everything" target="_blank" rel="ugc noopener noreferrer">https://www.annapayne.online/everything</a></p><p><strong>Subscribe / Follow:</strong></p><ul><li>Apple Podcasts: <a href="https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587" target="_blank" rel="ugc noopener noreferrer">https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587</a></li><li>Spotify: <a href="https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\" target="_blank" rel="ugc noopener noreferrer">https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\</a></li><li>YouTube: <a href="https://www.youtube.com/@HowToMakeMoreSales" target="_blank" rel="ugc noopener noreferrer">https://www.youtube.com/@HowToMakeMoreSales</a></li></ul>
June 23, 2026
<p><strong>Episode summary</strong></p><p>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.</p><p><strong>Key takeaways</strong></p><ul><li>Start broader, not narrower: niche down once you've got traction and money coming in, guided by where the opportunity is.</li><li>Protect your time for what actually creates revenue: connections, conversations, talking about your offer and asking for the sale.</li><li>Your voice is your edge — AI can assist your content and interrogate your plan, but it shouldn't replace either.</li><li>Don't delay selling: aim for proof and profit at every stage, and build with your clients rather than before them.</li><li>Your next 10 clients (or next £10k) are probably already in your existing network.</li><li>Keep it simple and sell first every day — 30 minutes of income-generating activity, even when you're busy.</li></ul><p><strong>Episode outline / timestamps</strong></p><p>00:00 – Welcome + why some founders fly while others stay stuck</p><p>00:43 – Mistake 1: Niching down too far, too soon</p><p>02:46 – Mistake 2: Trying to do too much, too soon</p><p>03:46 – Mistake 3: Spending time on things that don't generate revenue</p><p>04:51 – Mistake 4: Only posting "business" content (and why it's boring)</p><p>05:43 – Mistake 5: How you're using AI — in your content and your planning</p><p>09:44 – Mistake 6: No systems, no help, no investment in yourself</p><p>11:19 – Mistake 7: Delaying selling until everything is "perfect"</p><p>13:42 – Mistake 8: Underestimating how much selling (and work) it takes</p><p>15:41 – Mistake 9: Chasing new leads while ignoring the ones you have</p><p>16:36 – Mistake 10: Overcomplicating it with scaling strategies too early</p><p>18:01 – Bonus Mistake 11: Stopping sales activity when you get busy</p><p>19:16 – Recap + the one action to take today</p><p><strong>Links + Resources: </strong></p><ul><li>Want to see your greatest opportunities to increase sales? <a href="https://www.annapayne.online/quiz" target="_blank" rel="noopener noreferer">https://www.annapayne.online/quiz</a></li><li>Join us for 30 days of free online networking? <a href="https://www.annapayne.online/networking" target="_blank" rel="noopener noreferer">https://www.annapayne.online/networking</a> </li><li>Download your free leads tracker <a href="https://www.annapayne.online/tracker" target="_blank" rel="noopener noreferer">https://www.annapayne.online/tracker</a> </li><li>Book a free 15 minute sales game plan call with Anna <a href="https://calendly.com/annapaynecall/introduction" target="_blank" rel="noopener noreferer">https://calendly.com/annapaynecall/introduction</a> </li><li>Buy my best-selling book on sales here: <a href="https://amzn.to/4u9fJy9" target="_blank" rel="noopener noreferer">https://amzn.to/4u9fJy9</a></li><li>See a complete list of ALL the FREE and paid ways I can support you with sales <a href="https://www.annapayne.online/everything " target="_blank" rel="noopener noreferer">https://www.annapayne.online/everything </a></li></ul><p><strong>Meet Your Host: </strong></p><p>Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.</p><p>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.</p><p>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.</p><p>Website: <a href="https://www.annapayne.online/everything" target="_blank" rel="noopener noreferer">https://www.annapayne.online/everything</a></p><p><strong>Subscribe / Follow:</strong></p><ul><li>Apple Podcasts: <a href="https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587" target="_blank" rel="noopener noreferer">https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587</a></li><li>Spotify: <a href="https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\" target="_blank" rel="noopener noreferer">https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\</a></li><li>YouTube: <a href="https://www.youtube.com/@HowToMakeMoreSales" target="_blank" rel="noopener noreferer">https://www.youtube.com/@HowToMakeMoreSales</a></li></ul>
June 17, 2026
<p><strong>Episode summary</strong></p><p>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. </p><p><strong>Key takeaways</strong></p><ul><li>Follow the money: start with the people most likely to buy soonest, then build longer-term pipeline.</li><li>Leads are not equal so match your sales action to the warmth of the relationship.</li><li>Past buyers are statistically more likely to buy again, decide faster, and spend more.</li><li>The biggest mistake is focusing on new leads.</li><li>No clients yet? Your centre is "existing trust" your relationship bank.</li><li>Your open opportunities (your hot list) are one of the fastest places to close follow up to a clear yes, no, or not now.</li><li>Visibility only pays off if you draw new connections inward and actually have conversations.</li></ul><p><strong>Episode outline / timestamps</strong></p><p>00:00 – Welcome</p><p>00:28 – The big idea: picture your sales plan as a target board</p><p>01:42 – "Follow the money": start with who'll buy soonest (while building future pipeline)</p><p>03:00 – Ring 1 (centre): existing clients — their next natural step, upsell/cross-sell</p><p>05:03 – Newer in business? Reframe the centre as "existing trust" — your relationship bank</p><p>07:29 – Ring 2: active prospects + open opportunities (your hot list) — follow up to a decision</p><p>09:03 – Ring 3: past clients and previous buyers — give them a reason to re-engage</p><p>11:24 – Ring 4: older leads who went quiet — reactivate with a warm check-in (+ the 4 Ps)</p><p>13:13 – Ring 5: your existing audience — content that gets people to raise their hand</p><p>16:53 – Ring 6: new visibility and new connections (colder, longer-term)</p><p>21:00 – Why it works: leads aren't equal, so match your action to the warmth</p><p>22:11 – Action to take today: draw your board, map your rings, work the centre first</p><p>Links + Resources:</p><p>Want to see your greatest opportunities to increase sales? <a href="https://www.annapayne.online/quiz" target="_blank" rel="noopener noreferer">https://www.annapayne.online/quiz</a></p><p>Join us for 30 days of free online networking? <a href="https://www.annapayne.online/networking" target="_blank" rel="noopener noreferer">https://www.annapayne.online/networking</a></p><p>Download your free leads tracker <a href="https://www.annapayne.online/tracker" target="_blank" rel="noopener noreferer">https://www.annapayne.online/tracker</a></p><p>Book a free 15 minute sales game plan call with Anna <a href="https://calendly.com/annapaynecall/introduction" target="_blank" rel="noopener noreferer">https://calendly.com/annapaynecall/introduction</a></p><p>Buy my best-selling book on sales here: <a href="https://amzn.to/4u9fJy9" target="_blank" rel="noopener noreferer">https://amzn.to/4u9fJy9</a></p><p>See a complete list of ALL the FREE and paid ways I can support you with sales <a href="https://www.annapayne.online/everything" target="_blank" rel="noopener noreferer">https://www.annapayne.online/everything</a></p><p><strong>Meet Your Host:</strong></p><p>Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.</p><p>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.</p><p>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.</p><p>Website: https://www.annapayne.online/everything</p><p><strong>Subscribe / Follow:</strong></p><ul><li>Apple Podcasts: <a href="https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587" target="_blank" rel="noopener noreferer">https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587</a></li><li>Spotify: <a href="https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\" target="_blank" rel="noopener noreferer">https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\</a></li><li>YouTube: <a href="https://www.youtube.com/@HowToMakeMoreSales" target="_blank" rel="noopener noreferer">https://www.youtube.com/@HowToMakeMoreSales</a></li></ul>
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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)
This podcast updates daily.
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