Sales can feel intimidating—especially for technical founders and Fractional CTOs who don’t see themselves as “salespeople.” In this episode, Marissa and Lior reframe selling from something uncomfortable into a powerful act of service. They break down the psychology behind why sales often feels icky, and offer practical mindset shifts to help you move from fear to confidence. From building trust through curiosity and storytelling to anchoring pricing in real business outcomes, this conversation shows you how to embrace selling as part of your identity as a leader. If you’ve ever struggled with the discomfort of pitching your value, this episode will give you the clarity, tools, and confidence to transform sales into one of your biggest strengths.

You'll learn:

• Why many Fractional CTOs fear selling—and how to reframe it as service


• Practical ways to build trust through curiosity, listening, and giving value early


• How to use storytelling and “yes, and” thinking to connect and build rapport


• Why clarity in messaging and discovery drives stronger pricing confidence


• How to position your services authentically without sounding salesy

Sales doesn’t have to feel like a battle—it can be the most meaningful way you serve clients and help them realize their vision. If you’re ready to shift your mindset and lead with confidence, keep following the CTOx Podcast.

🔔 Subscribe today and join the conversation shaping the future of Fractional CTO leadership

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