Stop Waffling & Start Selling

Sandra Ten Hoope
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Stop Waffling, Start Selling - the seasonal podcast in which we dive deep into the world of persuasive storytelling, effective sales techniques, and practical strategies to help you grow your business.

  1. Doing Business Your Way: Strategy, Systems & Self‑Trust with Shelly Shulman

    APR 30

    Doing Business Your Way: Strategy, Systems & Self‑Trust with Shelly Shulman

    I’m joined by Shelly Shulman, someone I would genuinely describe as a unicorn in the online business space. Shelly brings together strategy, systems, and mindset in a way that actually works in real life. Not just when everything is going well, but when life happens, energy dips, or things don’t go to plan. Her work is about building the backbone of your business. The structure that holds everything together so you’re not relying on constant hustle, adrenaline, or being “on” all the time. In this conversation, we go deeper than surface-level advice. We talk about why strategy without systems creates chaos, and systems without strategy go nowhere. And why most business owners feel overwhelmed by tech, not because they’re incapable, but because no one has shown them how to make it make sense. Shelly shares how her Start Up · Stack Up · Scale Up® framework supports business owners at every stage, from those building towards consistent income to those refining and scaling sustainably. We also explore: • The mindset shift from “I can’t do tech” to confident ownership  • How to choose platforms that actually align with you  • Why your email list is essential if you want a stable business  • What really happens when things go wrong online, including Shelly’s LinkedIn hack  • The responsibility of delivering what you promise and creating real client results There’s also an honest conversation around success, wealth, and what actually feels fulfilling, beyond the numbers, the launches, and the external validation. This episode is for you if you’ve ever felt overwhelmed by systems, pressured by online business “rules”, or unsure how to build something that lasts. Because the goal isn’t just growth. It’s building a business that holds. Connect with Shelly: www.shellyshulman.com Instagram: @theshellyshulman YouTube: Shelly Shulman Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    42 min
  2. Last-Resort Hypnotherapy: Why Change Doesn’t Need 20 Years With Guest Paul Wilson

    APR 16

    Last-Resort Hypnotherapy: Why Change Doesn’t Need 20 Years With Guest Paul Wilson

    In this episode of Stop Waffling, Start Selling, Sandra is joined by hypnotherapist and behavioural change specialist Paul Wilson to unpack why so many people feel stuck and what actually creates change. Paul shares his approach to helping people break patterns quickly by reconnecting with their own internal resources, rather than relying on long-term coping strategies. Sandra brings a personal lens, sharing how his direct, honest style helped her navigate burnout, relationship challenges, and a period of intense overwhelm. Together, they explore:  Why “stuck” is often disconnection  How fear of change keeps people in the wrong situations  The pressure of “keeping up” and its hidden cost  Why managing problems isn’t the same as solving them  The role organisations play in burnout and avoidance of real change  What it means to find “the intersection” between needs, roles, and reality This is a straight-talking conversation about choice, responsibility, and creating change that actually lasts. About Paul Wilson Paul helps professionals eliminate patterns that cost them time, energy, and money by addressing the root cause, not just the symptoms. Connect with Paul:  Free mindset coach app: https://mindset-moment-coach.lovable.app  Overwhelm quiz: https://tinyurl.com/mindspiralquiz  LinkedIn: https://www.linkedin.com/in/paulwilsonhypnotherapistandcoach/  Facebook: https://www.facebook.com/paulwilsonfolkestonehypnotherapy/ Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    36 min
  3. Stop managing time. Start managing yourself - With Abigail Langridge

    APR 2

    Stop managing time. Start managing yourself - With Abigail Langridge

    I’m joined by Abigail Langridge, and this is a conversation that goes far beyond traditional time management. Abigail has played a significant role in my own journey. Years ago, when I was trying to do everything at once and feeling completely overwhelmed, she helped me create a way of working that actually allowed me to breathe again. In this episode, we talk about what time management really means and why most approaches fail. This isn’t about rigid schedules or forcing yourself into systems that don’t fit your life. It’s about understanding how you’re currently operating, where the mismatch is, and making small, practical changes that create real impact. Abigail helps senior leaders and heads of departments reclaim control of their time and their lives. Through her 1:1 Time Mastery sessions, she works live with clients to cut through overwhelm, tackle priority tasks in real time, and embed habits that actually stick. No theories, no endless planning; just clarity, focus, and results. Her signature program, Get Your Life Back, transforms overloaded calendars into actionable, controlled schedules, helping leaders feel present, in charge, and free to focus on what matters most. Work with Abigail  Or connect with Abigail on linkedin / Facebook There is also a bonus extended conversation with Abigail available inside the membership, where we go deeper into her personal transformation, the moment everything changed, and what it really takes to rebuild your business in alignment with who you’ve become. If you’re ready to go beyond the surface and implement this properly, you’ll find that inside. If this conversation resonated, you can find the extended version and deeper insights inside the Stop Waffling & Start Selling membership -  currently €9 per month HERE Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    43 min

  4. MAR 19

    How did the Membership come about? with Guest Dawn Baxter.

    Welcome back to the next Series of Stop Waffling and Start Selling. In this episode I am joined by Dawn Baxter, founder and owner of Beyond the Dawn Digital, who helped me to see the power of podcasting and who's team produces these episodes each release.  I wanted to give some context to why I am opening up my Substack Membership and how this method of resources came to be from origin right down to what plans we have for the future.  Whether you are listening through your favourite providers or a free subscriber to my Substack, you can today join my membership for more and more exceptional behind the scenes, deeper dives and valuable bonus resources and episodes.  Learn how here Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    55 min

  5. FEB 18

    Clarity. Connection. Conversion.

    This conversation breaks selling down into three elements that actually matter. Not hacks. Not pressure. Not performance. I talk through clarity, connection, and conversion, and why missing even one of these keeps so many capable entrepreneurs stuck. Clarity starts with knowing who you’re speaking to and what you’re really offering. Without that, everything else becomes noise. Connection is about resonance, not persuasion. It’s what happens when your message reflects the lived experience of the person listening. And conversion isn’t about manipulation, it’s about removing friction so the right people can say yes with confidence. I share how these three elements work together, and how storytelling weaves through all of them. Your story isn’t an add-on. It’s the thread that makes your message human, memorable, and trustworthy. This episode also touches on how I support entrepreneurs inside the Stop Waffling, Start Selling membership, where daily prompts, live calls, and a growing content library help turn insight into consistent action. If selling has started to feel heavy or disconnected, this episode will bring you back to what works, and why it works. Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    5 min

  6. FEB 11

    Why Your Voice Matters More Than Ever

    This conversation is about the mission behind Stop Waffling, Start Selling and why it has evolved. When I first started this podcast, the goal was simple: help entrepreneurs find clarity around sales. What I quickly saw was something deeper. Many business owners, especially women at this stage of life, weren’t just confused about selling. They were overwhelmed by myths, rules, and now the added pressure of AI telling them how they should sound, show up, and perform. This episode explains why the mission has shifted. Selling doesn’t need to feel forced, loud, or disconnected from who you are. It works best when it’s rooted in your own voice, your lived experience, and the value you actually bring. I talk about why storytelling isn’t a trend or a tactic, but a practical way to create trust, clarity, and connection in a noisy world. Why your perspective matters more than perfectly generated content. And why relying solely on external strategies often pulls people further away from themselves. The mission now is simple and deliberate. To give entrepreneurs the tools, language, and confidence to integrate their real experiences into their business in a way that feels honest and effective. This episode is for anyone who wants selling to feel natural again, and for those ready to build a business that sounds like them. Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    1 min

  7. FEB 4

    What You Get Inside The Stop Waffling, Start Selling Membership

    This episode is for anyone who keeps circling the same ideas, second-guessing their voice, or feeling like their story should be working harder than it is. I walk you through what’s inside the Stop Waffling, Start Selling membership and, more importantly, why it exists. This isn’t about more noise, more tactics, or chasing the next marketing trend. It’s about creating consistency, clarity, and confidence through deliberate action. Inside the membership, you get early access to podcast episodes, a growing content library filled with case studies, templates, and story prompts, and daily cues to help you create content without overthinking or starting from scratch. We meet weekly for live calls that include coaching, real questions, and honest conversations. You’ll also hear from guest experts and fellow members who are applying what they learn in real businesses, not just theory. Members also get free access to quarterly workshops designed to help you go deeper, refine your message, and implement what you’ve been circling for far too long. This space is for entrepreneurs who are ready to stop wobbling, trust their voice, and use their story with intention, not exposure. If you’re done collecting information and ready to start applying it, this episode will help you decide whether this is the right place for you. Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    3 min

  8. JAN 28

    The Story Behind The Pages

    This episode is about the book, but it’s also about everything that led to it. I share the story behind Do Not Try HIM at Home and why this book needed to exist. Not as a memoir for entertainment, but as a lifeline for women who recognise pieces of themselves in my story. I talk about growing up between cultures, early family dynamics, and the insecurities that quietly shaped my choices long before I understood them. How success in my professional life ran parallel to confusion and harm in my personal one. And how repeated patterns don’t come from weakness, but from unexamined conditioning. I reflect on the relationships that broke me, the near-death experience that forced me to stop pretending I was fine, and the long, unglamorous process of rebuilding myself from the inside out. This book was written for professional, capable women who cannot reconcile how they ended up in situations that eroded their confidence, safety, or sense of self. Women who are outwardly successful and inwardly struggling. Women who feel ashamed of stories that were never their fault. We talk about why storytelling matters. Why naming your experience changes it. And how rewriting your internal script is not about reinvention, but about returning to yourself with clarity and compassion. This episode is an invitation to understand the intention behind the pages. And to remind you that no matter how entrenched a pattern feels, it can be interrupted. Your story is not over. And it was never meant to stay hidden. Sandra ten Hoope is a Sales & Story Strategist and corporate attorney, known for bringing clarity to complex situations in both boardrooms and business. Drawing from her own experiences, she now empowers professional women to rewrite their personal narratives. In Do Not Try HIM at Home, Sandra reveals the duality of her life, closing multi-million-pound deals while living in fear at home. This podcast is for entrepreneurs who want to stop circling, trust their voice, and build a business that sells through clarity, not pressure. Alongside the podcast, Sandra offers the Stop Waffling & Start Selling Membership, helping entrepreneurs move through: Clarity → Connection → Conversion Members receive bonus episodes, tools, and guidance to turn insight into action.Sandra also offers Revenue Clarity Sessions, focused one-hour conversations to identify what’s impacting your revenue and what to do next. If you enjoy the conversations shared here, you’ll find extended discussions and additional insights inside the membership  HERE

    6 min
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About

Stop Waffling, Start Selling - the seasonal podcast in which we dive deep into the world of persuasive storytelling, effective sales techniques, and practical strategies to help you grow your business.

Information

  • Creator
    Sandra Ten Hoope
  • Years Active
    2024 - 2026
  • Episodes
    29
  • Rating
    Clean
  • Copyright
    © 2026 Stop Waffling & Start Selling
  • Show Website
    Stop Waffling & Start Selling