143: Shifting from Sales to Service with Liz Dederer

You’re amazing at what you do – so great that you probably don’t even know the impact that you have on others. But getting people to pay for that awesomeness or sign up for the thing you’re doing? Crickets. How can I be so helpful yet so underpaid and undiscovered? What do I charge? How long should I work with people? And what the hell is a funnel?

If this sounds like you, today’s episode with Liz Dederer is going to be pivotal as we talk about shifting from sales to service so you can receive consistent clients and payments.


In this episode, you’ll learn:

  • Liz’s 20-year entrepreneurial journey and its origins
  • The necessary mindset shift of seeing everyone as already being a client
  • Protect yourself from yourself through systems, processes, and tools
  • The formula and tips for a “perfect” sales conversation (80%, 15%, 5%)
  • Nurturing your network and the Conversation Creation Challenge
  • Breaking down the steps you need to get the results you want
  • The power of structure
  • 5 simple steps to creating a high-touch but low-tech boutique service business


A 20-year, 5-time entrepreneur and advocate for women and social justice, Liz empowers women to make money and create change. By simplifying systems and streamlining sales, her flagship business development program, The Sales School For Entrepreneurs, teaches a proven “business-in-a-box” client enrollment system so a solo service provider can experience their first of forever 5-figure months. As President of her chapter of the National Association of Women Business Owners (NAWBO), she is a leading voice advocating for women in business both locally in Florida and at a national level.



Join Liz Dederer’s Conversation Creation Challenge – The Conversation Creation Challenge is a proven, low-tech, high-touch process for Small Business Owners, Coaches, and Service-based Solo-preneurs to nurture a network that will create your 1st of forever 5-figure months!

Join the Gutsy Collective – The Gutsy Collective is a community of energetically driven female entrepreneurs + visionaries who desire meaningful growth – mentally, physically, and energetically. Join us online or in person for monthly mentorship to reignite your fire and get the answers you seek.

Alignment Sessions: get fast + clear answers –  Sometimes, you simply need a fresh set of eyes and clear direction on what step to take next. Alignment Sessions are 90-min individual coaching sessions designed to help you realign your energy and get a clear action plan so you can save time and start growing.

1:1 Coaching with LauraAura – My mission is to help you align and simplify so you feel confident, trust your intuition, and expand in ways that make you feel alive. I combine energy work with grounded, practical action, and together we’ll acknowledge the limiting beliefs and habits that may be holding you back while leaning into who you truly are and how you work most efficiently.



“I literally never self-identified as a salesperson because it wasn’t about the sale for me. It was ‘How can I help this person?’”

“Oh, but everyone’s got it together. No, they don’t, no, one day, every two weeks is probably you’re operating at like close to peak performance. So you got to figure out how to ride that wave.”

“My most successful clients look like shit online, but their bank accounts are glorious. And I’d much rather have that. Right? Because they’re having meaningful human quality connections behind the scenes.”

“Structure is what is going to allow you to continue to be creative. Water cannot flow on an open surface, it needs walls, it needs containers. Creativity craves structure.”



LinkedIn: Liz Dederer

Website: sellingwithservice.com



TikTok:  @thatlauraaura

Instagram: @thatlauraaura

Website: LauraAura.com



We love, love, love to read your comments, feedback, and reviews. If you haven’t yet, drop us one below! Your review might even get highlighted within one of our gutsy love posts or on our website.


find out if you have a power leak - take the free quiz
The Gutsy Collective - a community for female entrepreneurs

if you tend to overthink and want to learn how to quiet the head noise, start here ➡