Overview
Michelle Cunningham built a successful online education business, achieving a seven-figure annual run rate by staying true to her authentic, down-to-earth style. As a former network marketer and self-proclaimed introvert, she developed a reputation for her realness, helping thousands of people overcome their self-doubt and achieve success.
But even though demand for her programs was high, Michelle’s team was struggling to turn interest into sales the way she wanted. Her focus was on creating genuine relationships with her audience, and she felt that traditional sales techniques would come off as too aggressive or out of line with her brand’s values.
The gap between interest and conversion soon became a roadblock to the growth of her business. Michelle needed a way to help her sales team make connections that felt natural and real while still driving results.
Objectives
Michelle’s ultimate goal was not just to grow her revenue, but to do so in a way that stayed true to her message of authenticity and empowerment. She wanted her sales team to feel comfortable and confident without sacrificing the real conversations that made her brand so popular.
Specifically, Michelle looked to:
- Free herself from the day-to-day management of the sales process so she could spend more time creating and inspiring.
- Set her team up for success by providing them with a clear, repeatable sales process that aligned with her values of empathy and connection.
- Ensure that her scaling business didn’t lose its heart and its personal touch.
Challenges
Despite how much people loved Michelle’s content, her sales team lacked direction. They didn’t know how to have the kinds of honest, relaxed conversations with potential customers that reflected Michelle’s tone and message.
The team was unsure about how to ask for a sale without feeling pushy or manipulative, which led to missed opportunities. Michelle herself was getting pulled away from her real passion—creating content and helping others—while trying to coach her team on how to sell in a way that didn’t betray the personal connections she had built with her audience.
The challenge wasn’t just how to sell—it was how to do it in a way that felt right for Michelle and her brand.
Solutions
Sell Up worked closely with Michelle to train her sales team, shifting their mindset away from traditional sales tactics and toward having real, meaningful conversations that aligned with her brand.
First, they redefined what sales meant for Michelle’s team. Selling didn’t have to feel like a high-pressure situation—it could be about guiding prospects to a decision that fit their needs. The team learned to approach sales not by hard-selling, but by truly listening, providing solutions, and helping customers see the unique value of Michelle’s offerings.
Sell Up crafted a sales process that mirrored Michelle’s own simple, effective philosophy: do what works and keep it authentic. The team now knew which questions to ask, how to understand a lead’s pain points, and how to turn that into a genuine effort to help, all while increasing conversions.
With the new process, Michelle was able to step back from the everyday sales grind, finally allowing herself the space to focus completely on her content—exactly where her passion lies.
Results
A Proven Process for Closing Deals
Michelle’s team grew more comfortable in their sales conversations, no longer afraid that they were coming off as inauthentic. They started having better, more connected discussions with prospects—leading to a big increase in closed deals that felt natural and easy.
Freedom to Focus on Revenue-Generating Activities
Selling no longer consumed Michelle's time. With her team handling the sales confidently, she could focus on high-impact activities—like developing new content and growing her business. This shift allowed her to be more strategic and contribute directly to the company’s long-term success.
Accelerated, Authentic Growth
With her sales team and process thriving, Michelle’s business began scaling faster than ever before. By converting more leads without sacrificing authenticity, revenue climbed while customer trust deepened. This growth wasn’t just about numbers—it was about expanding her brand’s reach in a way that felt connected and real, fueling both financial success and long-term relationships.
"We went from missing opportunities to booking more appointments and seeing a noticeable jump in revenue—all while keeping things human and real. The investment in Sell Up paid off within days. It’s been a total game-changer."
Michelle Cunningham
