The Soul of Sales: Turning Persuasion into Purpose with Justine Beauregard
What if sales weren’t sleazy, but sacred? In this transformational conversation, Kimberly Spencer sits down with Justine Beauregard, expert sales coach and host of Why You Hate Sales, to shatter the myths around selling and reframe it as a neutral skill—and a deeply spiritual one.
Justine reveals how sales mirrors the art of self-trust and how to align persuasion with integrity. From decoding the CIA’s R.I.C.E. framework (Rewards, Ideology, Coercion, Ego) to the soul-level psychology behind buying decisions, she and Kimberly uncover how to sell with consciousness, not coercion.
You’ll learn why the most magnetic salespeople aren’t “closing”—they’re co-creating outcomes. You’ll see how to shift from proving your worth to owning your pricelessness, how to build instant trust (in under 10 minutes), and how to let clients self-select into your world like the sovereign beings they are.
If you’ve ever felt resistance around asking for the sale, this episode will rewire your beliefs, elevate your energy, and empower you to sell from your soul—because when purpose-driven people make more money, the world transforms.
Selling Like a Queen: The Art of Conscious Sales with Justine Beauregard
Podcast Episode #281 – The Crown Yourself Podcast with Kimberly Spencer
[00:00–00:03] Opening Reflections: Sales Is Everywhere
Kimberly Spencer:
Just because I think about sales all the time, I look around my home and I think—there are thousands of things I’ve purchased, whether by influence, recommendation, or direct conversation.
Sales are happening everywhere we go. Once you notice it, you can’t unsee it. Every choice we make is touched by influence.
[00:03–00:05] Meet Our Guest: Justine Beauregard
Kimberly Spencer:
Welcome back to The Crown Yourself Podcast! Today, I’m honored to host Justine Beauregard, sales coach and host of Why You Hate Sales.
She’s here to help us reframe what it means to sell with integrity, to sell from soul—not sleaze.
Justine Beauregard:
Sales is a neutral skill. It’s not inherently good or bad—it’s simply how we use it. Most people hate sales because they’ve only experienced it done poorly—pushy, inauthentic, out of alignment.
[00:06–00:10] Sales Psychology and Everyday Influence
Justine Beauregard:
We’re constantly being sold ideas—from stop signs to Starbucks ads. Persuasion is part of life.
Every headline, every billboard is selling something—safety, beauty, belonging.
Kimberly Spencer:
Once you see it, you can’t unsee it. Whether it’s a road sign or a chocolate commercial, it’s all persuasion in action.
[00:10–00:14] The R.I.C.E. Framework: Conscious Persuasion in Action
Justine Beauregard:
The CIA and FBI use a model called R.I.C.E. to understand influence:
- R – Rewards
- I – Ideology
- C – Coercion
- E – Ego
The least effective is Coercion, because it breaks trust. The most powerful is Ideology—appealing to a person’s identity and values.
When you say, “You’re someone who values integrity,” you speak directly to who they believe they are. That’s conscious persuasion—not manipulation.
[00:14–00:17] Selling with Context, Not Coercion
Kimberly Spencer:
That’s where a lot of us get it wrong—tying urgency to manipulation instead of integrity.
Justine Beauregard:
Exactly. Instead of coercion, use context.
Learn your buyer’s internal motivations, pair them with external urgency, and help them act from alignment.
[00:17–00:22] The “Sell Me This Pen” Reframe
Justine Beauregard:
When I teach “Sell me this pen,” I don’t pitch—I ask, “Do you even need a pen?”
Sales isn’t about pushing product. It’s about understanding need and fit.
It’s okay to not sell to everyone. That’s integrity.
Like Michelangelo said of sculpting David:
“I just took away everything that wasn’t David.”
That’s what conscious sales is—removing everything that’s not aligned.
[00:22–00:28] Pricing with Purpose and The Picasso Principle
Kimberly Spencer:
I always remind clients—you’re not selling your worth. You’re priceless. You’re selling a product or service.
Justine Beauregard:
Exactly. There’s a Picasso story: he sketches a woman in 60 seconds and charges $60,000. She protests.
Picasso says, “It took me 60 years to draw that in one minute.”
That’s the energy of pricing consciously—charging for mastery, not minutes.
[00:28–00:35] Confidence and The Power of Belief in Sales
Justine Beauregard:
Your price should feel like a steal for the buyer and effortless for you to sell.
If you could be “outsold” on your own offer, it’s not priced in energetic alignment yet.
When you’re truly sold on your own offer, objections disappear. People feel your certainty.
[00:35–00:42] Marketing to the Intrinsic: Attracting Aligned Clients
Kimberly Spencer:
You said something powerful—“Market to the intrinsic.” Can you explain that?
Justine Beauregard:
Yes. Market to their internal motivation, and sell to their external need.
When you show proof through stories, rather than promises, clients self-select into your world. That’s conscious marketing.
[00:42–00:50] Conscious Marketing in Action
Justine Beauregard:
Use storytelling and proof instead of pressure. Share client transformations, not sales tactics.
People are moved by context and evidence, not claims.
When you market authentically, you magnetize qualified clients and repel misaligned ones.
[00:50–00:56] The Psychology of Belief and Self-Selection
Justine Beauregard:
Humans can only believe in results up to double what they’ve already achieved.
So when you market, bridge belief gaps with proof, not exaggeration.
Let your clients see themselves in your story. That’s how they self-select—and own their transformation.
[00:56–01:05] Rapid Fire Q&A – Justine’s Sovereign Secrets 👑
Favorite Female Character:
Kate Winslet as Iris in The Holiday — “She chose herself. That’s sovereignty.”
Person She’d Trade Places With for a Day:
“Brené Brown — because she’s a writer, a mom, and her circle is pure magic.”
Money Routine:
“Spending plan, not a budget. Money is expansive. The more good people have it, the more good happens.”
Definition of Queendom:
“Being at home within myself—and allowing others to enter that energy, not own it.”
What It Means to Crown Yourself:
“Gratitude. Every day. Gratitude is how you pick up your crown and wear it.”
[01:05–01:09] Final Thoughts: Sales as Sovereign Service
Kimberly Spencer:
Queen, if you’re not selling your offers, someone else with less integrity will.
Selling is service. It’s your responsibility to lead consciously and prosper fully.
Justine Beauregard:
Sales is always a win–win when done consciously.
When both parties give and receive with integrity, that’s sovereignty in action.
💎 Episode Key Takeaways (SEO Recap)
- Sales is a neutral skill—it becomes sacred when aligned with service.
- Ideology drives influence—speak to values, not fear.
- Context replaces coercion—create alignment, not pressure.
- Sell yourself first—your energy and belief close the deal.
- Let clients self-select—true sales sovereignty honors free will.
