If you’re a woman in business and still think sales is sleazy, it’s time for a mindset makeover. That belief is costing you impact, income, and influence. 

In this episode of QueenMode, Dr. Ana Castilla shatters the old myths about selling and redefines what it really means to sell with heart. Through personal stories and practical strategies, she shows women entrepreneurs how sales is not manipulation — it’s leadership and service. 

You’ll learn: 

• Why your fear of selling might actually be fear of rejection, judgment, or success 
• How to turn “selling” into serving — with authenticity, belief, and purpose 
• The biggest mistake women make when pitching their offer (and how to fix it) 
• How to follow up without feeling pushy — and turn “no” into “not yet” 
• The five mindset shifts that will help you sell confidently, ethically, and effectively 

Sales isn’t about convincing — it’s about connecting. And when women learn to sell with love and conviction, the world changes for the better. 

👉 Follow QueenMode Podcast and share this episode with a woman entrepreneur who’s ready to lead, serve, and sell like the queen she is. 

Learn more at dranacastilla.com or connect on Instagram @queenmodepodcast. 

If you're a woman in business and still think sales is sleazy, I've got news for you.

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That mindset is costing you impact, income, and influence.

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Sales is a manipulation.

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It's leadership and service.

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And if you can't sell, you can't serve.

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So today, I'm calling you out and calling you up.

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Let's burn the shame around selling to the ground and rebuild it as your greatest

superpower.

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What's up, queen?

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I'm Dr.

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Ana Castilla, orthodontist, author, speaker, unapologetic dream chaser, and yes, I took my

business from flatlining to an eight-figure exit in just eight years.

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But spoiler alert, I didn't play it safe.

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I broke rules.

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I made bold moves.

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And I became the woman my younger self was waiting for.

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Queen Mode is your weekly dose of fear strategy, unfiltered truth, and mindset shifts that

will have you leading, growing, and living like the powerhouse you are, without burning

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out or selling out.

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So if you're done playing small and ready to rise, welcome home.

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Today we're going to talk about a word that makes a lot of women entrepreneurs squirm.

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Sales.

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You've heard it, you've felt it, that ickiness that creeps in when it's time to pitch your

product or service, that fear of sounding pushy, sleazy, or heaven forbid, salesy.

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Let me ask you a question.

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When you hear the word sales, what comes to your mind?

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Be honest, is it some overly enthusiastic guy in a loud suit trying to push something you

don't want?

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Is it someone trying to manipulate you into saying yes?

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You know, like the cheesy sales bro in our TikTok feed.

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If that's what comes up in your mind, you're not alone.

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But that image is not only outdated, it is harming your business.

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And today we are going to smash it to pieces because here's the truth, sales is not a

dirty word.

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It's how you change lives.

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Let's dive in.

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So why do so many women shy away from sales?

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Let's start by acknowledging the elephant in the room.

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Most of us didn't exactly grow up wanting to be salespeople, right?

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I don't know anyone that says, wow, when my son grows up, I hope he is an amazing

salesperson.

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The truth is, sales is not something our culture has traditionally held in high regard.

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And for women in particular, the qualities associated with sales seem to go against

everything we've been told about being feminine.

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For example, we may think sales is pushy and aggressive.

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And while no one wants to be seen as pushy or aggressive, for women these are qualities

that are especially looked down upon.

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We don't want to come off as too much, too aggressive, too pushy, too anything.

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Other times we shy away simply because we are afraid of being rejected or being told no.

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We've also been led to believe that sales is some natural talent that some people possess

and others don't, like singing or something.

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And I think this is a big one.

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I hear so many successful women say, I don't know how to sell.

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And I think that's crap.

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You've been selling your entire life.

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You sold yourself to the university you applied to and you got in.

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You sold yourself to your employer and convinced him that you were the best candidate.

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You sold yourself to the bank that gave you that business loan.

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Ladies, you know how to sell.

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I think sometimes we tell ourselves that we don't know how to sell because we don't think

we are deserving.

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Deserving of the success, deserving of the promotion, deserving to get paid for what we

have to offer.

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Believe me, I have struggled with this for years.

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And not to sound like a L'Oreal commercial or anything, but you are worth it.

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You are worthy of the success.

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And when you believe that, you will find selling to be your friend and ally, not your

nemesis.

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And here's what I want you to hear today.

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None of what I just mentioned is what sales is.

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I used to avoid sales too.

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When I first opened my practice, I thought my work would just speak for itself.

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I thought if I just lined up people's teeth perfectly, the patients would just come

flooding through the door.

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And guess what happened?

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They didn't come.

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The patients, the customers didn't come.

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After a year and a half of hearing no more than I ever thought was possible, my practice

was on the verge of bankruptcy.

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I was exhausted and I felt like a failure.

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Then something clicked and my business started to turn around.

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So, how did I go from rejection to connection?

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After nearly going bankrupt, I finally got help.

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I was coached on how to organize my sales process, including how to follow up with people

who didn't say yes right away.

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And that helped me a little.

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But my breakthrough came when I stopped trying to sell and started trying to understand.

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When I finally started making it about them,

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The patient, the customer, the mom, the parent trying to do what's best for their kid.

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That's when I started seeing results.

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I started to ask myself, what are they afraid of?

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What's standing in their way?

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How can I make this process of getting braces, of getting orthodontic treatment, feel less

scary and more empowering?

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And when I started listening instead of pitching, connecting instead of closing, that's

when everything turned around.

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Let me say this loud and clear.

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Sales is service.

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Sales is not about pushing.

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It's not about manipulation.

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It's not about chasing.

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It's about showing up, heart first, with a solution to someone's problem.

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If you have a gift, a talent, a product, or a service that helps people, then hiding it is

selfish.

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Yes, I said it, not offering to someone.

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who needs something that you have to offer is a disservice.

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Think of the last product you bought that changed your life.

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Maybe it was a skincare product that cleared your acne or a coach that helped you find

your voice or a course that gave you confidence.

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Aren't you glad someone sold it to you?

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When people pay for something, they value it more.

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They engage more deeply because they made an investment.

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And that investment leads to commitment and transformation.

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But let me be clear on this as well.

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Sales is not just in service of a client.

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It is also in service of yourself.

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And as many have pointed out, sales is the lifeblood of a business.

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If you don't sell, you don't get to have a business and you don't get to live out your

purpose.

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If you don't sell, you will have to go find another gig or find another way to make

income.

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And this will distract you from providing your clients with the best of what you have to

offer.

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If you don't sell, you can't concentrate on your business.

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You have to go somewhere else.

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You have to go find another site.

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This is what I'm saying.

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I know when I was not selling in my practice, I had to go find another job at a

corporation, be an orthodontist somewhere else because I needed income.

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But that took me away from my practice and from being the best

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that I could be.

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If you don't sell you will never learn what you're capable of.

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And it all starts with you.

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Because sales is leadership.

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And it starts with leading yourself.

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Because before you can influence others, you need to be able to influence yourself.

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Do you believe in what you offer?

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If you don't, don't sell it.

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Here's the deal.

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You can't sell something you don't believe in.

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I'll give you an example.

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At my orthodontic practice,

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we offer a retainer program that makes getting a replacement retainer easy and affordable.

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And this program is in place because buying a retainer at full cost is actually really

expensive for a lot of people.

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So with this program, they can buy it at a lower cost and get it replaced very easily.

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Most orthodontic practices don't offer this type of program.

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And for those few that do, the struggle is real when it comes to selling it because it's

an additional cost.

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People already think braces are expensive and now you're adding the additional cost of the

program.

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So the struggle is real when it comes to selling retainer programs for lot of practices

and a lot of them sell it at a rate of under 50%.

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But at our practice, 95 % of our patients buy the retainer program.

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Why?

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not because of a script, not because of a tricky sales tactic.

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It's because I believe in it so strongly that I genuinely feel sad when someone doesn't

get it.

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I know they are going to lose their retainer and have to spend a lot of money to replace

it.

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I know they're going to need a replacement retainer at some point.

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And I know that if they don't have this program, they're going to pay a lot more or worse.

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They're not going to pay at all.

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And they're going to let their beautiful smile relapse.

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And that conviction, it's contagious.

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As the leader of my team, have just about infected my team with my belief about this

program.

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I passionately remind them that patients work hard to get the beautiful results we create

for them, that they've invested a lot of time, money, and effort to get a beautiful smile,

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and that losing the retainer or needing to replace it because of dental work could cause

them to lose everything they worked for.

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I have seen it happen, and it really makes me sad.

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Ladies, sales is leadership.

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And it starts with you, like I said.

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If you have low energy or lack confidence, guess what?

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Your client will feel that too.

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Would you buy a car from someone that was clearly insecure about it?

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I don't think so.

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You must believe in what you sell and you must be excited about it.

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But like genuinely, people will sniff you out if you're fake.

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Furthermore, you must be able to not only manage your state, meaning like your state of

mind, you must also manage the state of your client.

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Get them excited.

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The solution to their problem is here.

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If you don't believe that, then don't sell it.

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Bottom line, your tone, your energy, your words, they all matter and they must all be

congruent.

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If you're flat, doubtful or apologetic,

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your client will also feel flat, doubtful, and apologetic.

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You're not just offering a product, you're offering a result, a solution, a

transformation.

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Now let's go a little deeper because sales is about people.

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Sales, it's about relationships.

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It's about connection.

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It's about understanding the needs of your ideal clients so well you know exactly how to

help them.

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You have studied them.

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You know what keeps them up at night.

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You know what pain they are trying to escape.

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And you know what dream they are chasing.

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That's why women are actually natural born sales queens.

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We listen, we empathize, we care.

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That's our magic.

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Don't make the mistake so many entrepreneurs make in their businesses.

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And that is falling in love with their product.

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I knew this instinctively from day one when I refused to let my company logo have a tooth

or a smile or an orthodontic bracket.

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I wanted something elegant and beautiful.

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So while my competition all has some graphic variation of a tooth or a smile, I chose an

owl as my logo.

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Why?

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Because I knew my business wasn't about braces.

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I mean, we do braces, but that's not what it was about.

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It was about self-improvement.

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It's about self-confidence.

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Never ever fall in love with your product.

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Only fall in love with your ideal client.

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And there is a difference.

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Sometimes we don't even realize we're doing this and we project what we think our client

will like on them because we like it, not realizing they may not be like us.

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I'll tell you a little story.

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When I first started my practice, one of the things I did is that I immediately added

Invisalign to my list of services.

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And for those of you outside of orthodontics, they are like these series of clear trays

people wear to gradually align their teeth.

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I was told they...

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are modern, they are more discreet, they're more hygienic, and definitely the only way to

go when selling orthodontic treatment to an adult patient.

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And I believed it.

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I felt that as an adult, that's what I would want.

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I wouldn't want my braces to show.

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I would want something make my teeth easier to clean.

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I don't want to look like a teenager.

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But this was not what my ideal client wanted.

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And...

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I had a particular patient that taught me this and I remember my conversation with him.

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I remember this moment so clearly like it was yesterday.

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I was in a consultation room with this young man and I was reviewing all the treatment

options with him and the financing and everything and the only reason I was doing it

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instead of having one of my sales people do it is because he primarily spoke Spanish and

at that time my sales lady didn't speak any Spanish.

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And his orthodontic case was relatively simple.

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And I looked at him and he was nicely dressed.

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And I thought to myself, he is perfect for Invisalign.

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And I spent the next five to seven minutes telling him about all the great features the

Invisalign aligners have.

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And after I was done with my speech, he politely smiled at me.

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He looked at me and he said, Doctor, if I wear these trays,

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How will my friends know that I have braces?

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I'm gonna repeat that.

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He said, doctor, if I wear these trays, how will my friends know that I have braces?

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I was like, oh snap.

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I felt like a complete idiot when I realized that I was pushing my agenda on him instead

of learning what he needed, instead of learning what he considered attractive, what he

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thought was nice to wear.

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Here's the key, people make decisions based on two things only, moving away from pain or

moving toward pleasure.

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And moving away from pain is much more powerful.

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People don't buy because of what you sell.

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They buy because of how you make them feel.

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And I can tell you that in that moment, I made that young man feel unseen and unheard.

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People buy because you cause them to believe in your solution.

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Your clients want to feel heard, seen, and understood.

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And when they do, they trust you.

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And when they trust you, they buy.

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So, how do you build that trust?

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You start with a meaningful conversation.

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And honestly, meaningful conversation is an art.

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It's not a science.

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The meaningful conversation is what happens before the pitch.

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Whether it's a DM, email, or Zoom call, here's what you're gonna wanna do during a

meaningful conversation.

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Ask them what they are struggling with.

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Ask them what they want to achieve.

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In medicine and dentistry, this is called the chief concern.

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I have never ever done a consultation without knowing a patient's chief concern.

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and you shouldn't try to sell without knowing that either.

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You're also gonna wanna share a piece of your story.

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Sharing a piece of your story is a big one.

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Connect your story or experience with your offer.

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So many people underestimate this when doing sales.

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People will buy from you only if they learn about you as well.

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If they like you, if they find common ground with you, if they have rapport with you.

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Please remember that word, rapport.

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You cannot influence anyone without having rapport with them.

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It's a two-way street.

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No one buys from a stranger.

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Let them know, I had this problem too, and this is how I solved it.

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When having this meaningful conversation,

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Offer a tip, a resource, a tool, or just a quick win.

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Provide value.

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You're not selling yet.

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You are connecting.

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And therein lies the art of the meaningful conversation.

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You are showing them that you get it.

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You're sprinkling your magic so they can imagine what it would be like to work with you.

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That's the transformation before the transaction.

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Remember, people buy from people they like and trust.

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So don't be afraid to be a human being first.

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So now let's talk about handling the sales conversation.

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Once trust is built, now we move into the sales conversation.

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And here's where most people freeze.

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How do you shift into a sales conversation?

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Remember, sales isn't about pressure.

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It's about problem solving.

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People will bring up objections.

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And spoiler alert, it's not usually about money.

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Anticipate your clients concerns or obstacles and address them with compassion.

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People will come up with all kinds of reasons not to buy, even if they really need what

you're offering.

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Remember my episode on procrastination?

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Even we do it.

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Sometimes we don't do things or delay on doing things that we know are good for us.

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Other people are the same way.

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The key is to address the obstacles upfront so the client knows you understand them.

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Addressing obstacles upfront before the client brings them up also keeps you from coming

across as defensive.

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You also need to figure out who you're dealing with.

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What kind of a buyer do you have in front of you?

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Not all buyers are the same.

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Are they an emotional buyer or maybe a logical buyer?

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Sometimes people are both and it just depends on what it is that you're trying to sell to

them because they value different things differently, right?

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I know a lot of people won't believe this and I'm probably going to get a lot of emails

about it, but this is the honest to goodness truth.

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I am actually a very logical buyer when it comes to buying high end shoes and high end

clothes.

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I swear I really mean it.

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I know nobody's going to believe me, but on the other hand, you put a course or workshop

on personal growth in front of me, I become totally emotional and I have the credit card

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statements to prove it.

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Emotional buyers want to feel seen.

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heard and understood, they want to know you see their pain.

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On the other hand, logical buyers, they want to know the plan.

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They want to know the price.

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They want to know the timeframe.

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How's everything going to work?

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You know, they want to know all the data.

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Almost everyone can sell to an emotional buyer.

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It's certainly easier.

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But if you limit yourself to the emotional buyer, you will be losing out on at least 50 %

of your potential clients.

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The real sales queens

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learn to sell to logical buyers.

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Because as Zig Ziglar said, people buy with emotions and justify with logic.

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Selling to a logical buyer is about having patience, providing support, and helping them

overcome their obstacles such as, I don't have time, or my spouse won't go for this, or I

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tried this before already.

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For logical buyers, you may need to create some urgency.

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And it doesn't have to be a limited time offer, though it can be.

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Sometimes the best urgency is simply asking, how much longer do you want to live with this

problem?

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Don't just give one size fits all pitches.

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Meet your client where they are and know this, where your client is, is always changing

because the world is always changing.

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So always, always be learning about your ideal client.

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So.

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Let's move on to the big question.

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What if they say no?

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What if we make our best effort, we connect, we do our pitch and they say no?

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So many people get discouraged after hearing no.

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And I get it.

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I've been there.

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I'm still there.

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No's are a part of life.

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They never go away.

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Honestly, I'm so glad my mom told me no so many times growing up because now I'm used to

it.

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It doesn't even faze me.

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But listen,

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No is not the end.

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It's just information.

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Kids hear no all the time and they don't make it mean anything.

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They don't say, wow, I'm such a loser.

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My mom didn't let me go outside.

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They instinctively know they just haven't gotten to a yes yet.

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So what do they do?

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They try again.

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They ask another way.

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They negotiate.

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Ladies, I don't have any children, but I've got nieces and nephews.

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And I've seen some kids break down their parents like the little champs that they are.

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Okay, so I'm going to say this and it may be difficult to accept, but I think we should

actually celebrate the no's.

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I know it sounds super weird.

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We should celebrate the no's because no is an opportunity.

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It's an opportunity to get better at handling objections.

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It's an opportunity to learn more about your ideal client.

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and even learn who isn't your ideal client.

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Because sometimes we need to learn that too.

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And it's an opportunity to practice your message.

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And perhaps more importantly, it's an opportunity for you to learn how to improve your

product or service.

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Maybe your product or service needs a little tweaking.

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Finally, no's give you the opportunity to build resilience within you.

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Because you cannot be

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in business and not have any resilience.

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But here's the good news.

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Sometimes a no today becomes a yes in six months.

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And that's where follow-up comes in.

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So let's move on and talk about the art of the follow-up.

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And please reframe what following up means to you.

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You are not a loser who didn't get a yes.

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You are a facilitator of transformation.

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Always show you care.

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Ask more questions to learn.

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about their goal or dream.

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Keep an open door.

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And most importantly, thank them.

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Give them a small gift, such as a resource or a sample.

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Thank them for their time and attention.

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Also, it's important to identify who's on the decision-making team.

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Who's the ultimate decision-maker for them?

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It may not be them.

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Is it their spouse?

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Their boss?

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Who is it?

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Try to get the decision-maker on a call or if this is not possible or appropriate,

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Send them a customized video that addresses the decision If you've done your homework in

learning about your ideal client or lead, you'll know what the objections are or are

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likely to be.

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Address them in the video.

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Don't follow up with generic messages.

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It will come across as robotic, impersonal, and even uncaring.

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Use customized emails, videos, and texts.

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The relationship always comes first.

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Bottom line, if you gotta know, you must follow up.

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Why?

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Because you know your client will benefit from your product or service.

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Because otherwise, why are you selling it to them?

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But you must follow up quick to maintain the connection.

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It's kinda like dating.

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If you go on a date and the guy calls you a month later, you're gonna be like, dude, I've

moved on.

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Well, your client is the same way.

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Ideally you want to follow up the same day and then again the next day.

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Follow-ups should be frequent at first and then more spaced out later.

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But always seek to learn about them.

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I gotta tell you that my personal pet peeve about follow-ups is when people send messages

that say something along the lines of, hey I just wanted to see if you have any questions.

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Oh my god no.

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If they had questions they would have sent you a message already.

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They're not

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not buying because they don't understand your product.

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They're not buying because you haven't helped them overcome their obstacle.

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It should be you asking them questions so you can learn about their obstacles or concerns.

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Please don't follow up with generic messages.

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Make it personal.

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Ask how they're doing.

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Show you care.

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Send a customized video.

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Share a resource.

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Provide value.

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Are you seeing a trend here?

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I think you get it.

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Follow up is not being annoying, it's being invested.

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I once followed up with a lead who really just wanted to know about dental implants.

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He didn't want braces.

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He was an older gentleman and he wanted to know about dental implants and so he saw one of

our ads and contacted the office.

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But our office only does braces, we only do orthodontic treatment.

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So.

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ah We couldn't help him with dental implants, but nevertheless I still gave him resources

and information to help him locate a provider that did do dental implants.

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I gave him information and resources that basically was gonna help him on his dental

implant journey.

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And guess what?

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He sent his granddaughter to us for braces.

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So he never became our patient because he didn't have teeth, but he was so happy with how

we helped him out.

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with giving him information about where to call, about dental implants, he was so happy

with how we treated him that he sent us his granddaughter and his granddaughter ended up

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starting braces at our office.

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So there's no such thing as a bad lead.

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You never know how showing up might impact someone.

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Now let's shift gears a little bit and talk about the consumer decision journey.

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The consumer decision journey, or CDJ, is something I learned when I was in business

school, and it really resonated with me.

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Some of you may have heard about it, but basically it is a model that emphasizes the

customer's perspective and describes how consumers make purchasing decisions and how they

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navigate the path to purchase.

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And in my opinion, it is critical that you understand this because again, if you don't

understand your client or where they are at, you're not going to sell to them.

411

There are some variations on this framework, but overall the main stages of the consumer

decision journey are as follows.

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Number one, the initial consideration stage.

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This is when the consumer becomes aware that they have a problem in the first place and

they begin to consider potential solutions for it.

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Now this is not the same as looking at different brands.

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This is when the consumer is looking for different actual solutions.

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So let me give you an example.

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example, let's say that you work from home and you like to listen to music when you work

on your laptop and you want to be able to work at...

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every different room in your house and still be able to listen to music.

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You want to work in your bedroom, you want to be able to work in your living room, you

want to be able to work at your home office and always listen to music.

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So now you feel like you have a problem because currently you can't do that in your house.

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And so you start looking for a solution.

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You're not looking for a brand, you're looking for a solution.

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So what would be some potential solutions

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You could, for example, decide that you're gonna get some really nice fancy headphones

that you plug into your laptop and that way wherever you go in your house, you can listen

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to music.

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Another option would be that you get an external Bluetooth speaker and that's very small

and portable.

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So wherever you go in the house, you travel with your laptop and your little Bluetooth

speaker and then you can also always listen to music whenever you are working anywhere in

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your house.

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And yet another solution.

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could be that you could get your entire home wired for built-in speakers.

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know, kind of like a sonos system where there are speakers built into your house in every

room.

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That could be another solution.

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So it's very important that we understand when we're talking to someone, when we're

talking to a lead, a client, what stage they are in in the consumer decision journey

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because if they are in this stage,

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we really shouldn't be trying to sell them our brand or product.

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I think an example maybe from my world would be, let's say that someone doesn't like their

smile and I'm trying to sell them braces, but at this point they haven't really decided on

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braces.

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They're in fact actually even considering veneers to help them have a beautiful smile.

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So I shouldn't really be pushing braces on them because they really haven't decided on

what their solution is for them.

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Maybe I could give them information to help them decide, but this is not the time that we

want to be pushing our product or service because they are very still

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very much early on.

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And this brings me to stage number two, the active evaluation stage.

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In this stage, this is when the consumer is actively researching and evaluating different

brands.

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They are Googling and looking through online reviews, articles, and other sources of

information.

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They have landed on a solution, but they're trying to find the company that is going to

give it to them.

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And this brings me to number three, the moment of purchase.

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At this stage, the consumer is ready to make a purchase.

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They have selected a brand.

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They have selected a product.

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They have selected a service.

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This is the lead that is asking you how to sign up for your service or the person that is

calling your office and asking what kind of credit cards you accept.

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They are ready to go.

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And finally is the post purchase experience.

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This is the stage after the consumer has become your client, after they've become your

customer, and they are experiencing your product or service.

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This includes levels of satisfaction.

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It includes the actual usage of your product or service.

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they using it?

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And also, this includes the potential advocacy for your brand or offering.

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So why am I reviewing all these stages?

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Because not everyone is ready to buy now.

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Please don't make the mistake of thinking this.

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I've had salespeople in my business that go for the kill right away and they always fail

with everyone except for the few people that walked in and were already ready to buy.

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Some people are just becoming aware of their problem.

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Some are actively researching.

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Some are trying to decide if they are loving or hating what they already bought from

someone else.

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You can't limit yourself to the people that are ready to buy.

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Your job is to know where the customer is in their journey and give them what they need.

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Your job is to influence the people that are in the early stages of the decision making

process so that when they are ready, they choose you.

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You must give them what they need for the stage in the decision making process that they

are in.

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Don't throw a calendar link at someone who's not sure they even need your product or

service yet.

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Instead, be their guide.

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Be their Yoda.

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Always keep the door on your relationship with them open.

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You are there with them the entire step of the way, providing value and helpful

information.

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Be the one who walks with them, not the one who pushes them.

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Let's now do a little recap and summarize all this into 5 action steps you can take to

change your sales game.

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Reframe what sales means to you.

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It is not sleazy.

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It is an act of love and service.

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Fall in love with your ideal client.

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Don't fall in love with your product.

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Learn to solve their pain and get them what they desire.

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Have meaningful conversations that build trust and rapport.

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Number four, speak from belief, not from need.

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You must believe in what you are selling.

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Number five, follow up with heart and humanity.

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Sales is how we empower.

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It's how we uplift.

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It's how we transform.

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When women learn how to sell with heart, the whole world benefits.

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So go out there, love your clients, show up with belief and change lives.

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Because queen, you were not born to play small.

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You were born to influence, to impact and to rise.

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Own your power, lead with love and sell like lives depend on it.

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Because they do.

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Thanks for tuning in Queen.

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I hope today's episode gave you the clarity, courage, or confidence boost you needed.

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Because building a powerful business starts with believing in you.

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If you loved what you heard, don't forget to subscribe so you never miss an episode.

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And if this podcast moved you, inspired you, or made you think, share it with another

powerhouse woman who needs to hear it.

501

Your reviews and shares help more Queens rise.

502

If you want more tools, resources, or just want to connect, head to drannikastilla.com or

find me on Instagram at Queen Mode Podcast.

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Keep showing up, keep leading boldly, and remember, you were born to rain.