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In this episode, we’re diving into one of my favorite topics… sales. But not in a pushy, awkward, “convince them” kind of way. I’m walking you through the 9 psychological triggers that cause people to take action and say yes.
These are the exact triggers I’ve used (and my students have used) to go from ghosted DMs and crickets after consults… to fully booked calendars with couples who are excited to work with you.
We’re talking:
What makes people feel urgency and act nowHow to confidently communicate your value without discountingWhat to lead with to pull people in the door (and what NOT to)The moment that changed everything for meThis episode is part strategy, part story, and packed with action steps you can implement today. If sales has ever felt intimidating or confusing, this will give you the confidence and clarity to approach it in a whole new way.
🎧 Mentioned in the episode:
→ From Booth to Booked: Winning the Wedding Show Sales Game – My free audio training series to help you follow up and close after the wedding show:
LindsayJWilliams.com/AudioSeries -
Let’s talk about it, the kind of dreaming that gets you eye rolls, second guesses, and "be realistic" comments from the sidelines.
In this episode, I’m pulling back the curtain on the mindset shift that’s changed everything in my business: giving myself full permission to dream bigger… and act from that belief. No new flashy strategy. No secret hack. Just a deeper vision and the willingness to trust it.
We’ll unpack:
Why dreaming big isn’t frivolous, it’s fuelHow drift sneaks into your business (and how to snap out of it)The real reason your dream doesn’t need to make sense yetWhat to do when other people can’t see your visionA tangible framework to help you start dreaming again todayIf you’ve been playing small, talking yourself out of big ideas, or waiting for someone to give you the green light… this is your episode.
Let’s stop shrinking and start building boldly.
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108: The Invisible Work That Builds an Unstoppable Business
We all love the highlight reel: the booked-out calendar, the client wins, the big moments.
But what actually builds a thriving business? It's not the shiny stuff. It's the work no one sees.In this episode, we’re talking about the invisible work… the behind-the-scenes habits, mindset shifts, and emotional reps that quietly build a business that’s not just successful, but unshakable. If you’ve ever felt like you’re doing all the right things but wondering why it’s not paying off yet, this one’s for you.
I’ll walk you through 7 types of invisible work that changed everything in my own business, including:
The kind of mindset work that no one claps for (but changes everything)
Why emotional resilience is more important than getting it “right”
How to build mastery, leadership, and confidence quietly — and powerfully
What nervous system regulation actually looks like for business owners
A peek into the reps I put in (like practicing my Wedding MBA talk in my basement 100+ times)
And how to keep showing up when the results feel slowThis episode is your reminder that what you're building matters, even if no one sees it yet.
You’re not behind. You’re building. And the roots you’re growing now? They’re going to hold everything you’re about to create. -
If you’ve been hesitating to invest, market boldly, or finally go all-in on your business because it feels “safer” to wait — this episode is your wake-up call.
We’re talking about the real cost of playing small. Not just emotionally, but financially. Because while staying quiet might feel comfortable in the moment, it’s secretly the most expensive move you can make.
Inside this episode, I’m sharing:
What playing small actually looks like (it’s sneakier than you think)The hidden opportunity cost of waiting to feel readyWhy messy action builds momentum, and perfection keeps you stuckA tough-love breakdown of the myths keeping you on the sidelinesA powerful visualization to help you choose your next move — todayThis one’s bold. It’s honest. And it’s the nudge you didn’t know you needed.
You’re not stuck. You’re standing at the edge of growth.
Let’s move. -
When "Good Enough" Isn’t Enough: Creating the Life You Really Want
You didn’t start your business just to have a highlight reel that looks good to everyone else.
You started it because you were chasing something more.
Freedom. Flexibility. A life that actually feels true to you — not just one that checks traditional boxes.But what happens when, somewhere along the way, the thing you built looks great from the outside... but inside, something feels a little off?
In this heartfelt episode, we’re diving into:
➔ Why "good enough" will never be enough when your heart is meant for more
➔ How to reconnect with what you really want (even if it’s changed)
➔ The courage it takes to shift paths and build a life — and business — that’s truly yoursIf you’ve been feeling that quiet nudge in your heart lately, this conversation is for you.
You’re not broken.
You’re not crazy.
You’re right on time. ❤️🎙️ Tune in now and let’s chat about what’s next for the life you’re meant to create.
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The Sweet Spot: Confident and Coachable. When You Know You’re Good… But You’re Not Done Yet
There’s a sweet spot in business that doesn’t get talked about enough, where confidence and humility meet. In today’s episode, we’re diving deep into what happens when you know you’re good at what you do… but you’re still hungry to grow.
I’ll break down the real roles that confidence and humility play in building trust, connecting with clients, and staying in momentum. Plus, I’ll share a behind-the-scenes look at how this balance showed up in my own business, and how it changed everything.
Whether you’ve been playing small out of fear of seeming arrogant, or coasting because “what you’ve been doing kind of works,” this episode will help you find the sweet spot where your growth really starts to take off.
🎧 You’ll learn:
Why confidence is a non-negotiable in sales (especially in the wedding industry)How humility keeps you coachable, relatable, and always evolvingThe mindset shift that took me from overwhelmed to magnetic3 powerful reflection questions to help you step into this energy nowThis one’s a mix of strategy, mindset, and a little tough love. Let’s find that sweet spot together.
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104: Quarterly Planning: What to Track and Why It Matters
In this episode of The Build That Business Podcast, I’m taking you behind the scenes of one of my favorite CEO rituals, my quarterly planning session (with a cozy café and a spreadsheet in hand 🤓). I’m walking you through exactly what numbers to review at the end of each quarter and how that data can help you make strategic, confident decisions moving forward.We’ll cover:
What metrics wedding pros should actually be trackingHow to spot bottlenecks in your sales process (and fix the right problem)The power of knowing your lead sources, show-up rates, close rates, and moreWhy your nervous system data matters just as much as your revenueAnd how to use that clarity to grow without burning outThis one’s part strategy, part mindset, part therapy session, and I hope it encourages you to pause, reflect, and lead your business from a place of clarity instead of chaos.
✨ FREE RESOURCES MENTIONED:
🎯 Need more leads? Grab my free wedding show training: LindsayJWilliams.com/Training
💬 Want help closing more leads? My free sales audio series is here: LindsayJWilliams.com/AudioSeriesIf this episode gave you clarity or encouragement, I’d love for you to:
→ Subscribe to the show
→ Leave a review
→ Tag me on IG @mslindsayjwilliams while you’re listening so I can cheer you on!Until next time, keep on building those businesses. 💪
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Let’s be real, building a business is hard enough on its own. But what happens when life throws something big at you? A special needs diagnosis like autism, a chronic illness, caregiving responsibilities, financial strain, or just the everyday weight of motherhood?
In this deeply personal episode, I’m sharing what it’s really like to navigate entrepreneurship when your life doesn’t look like the highlight reel. I’ll walk you through the mindset shifts, boundary-setting, and strategy changes that helped me continue growing my business while also showing up for my family, my son, and myself.
We’ll talk about managing your nervous system, filtering advice that doesn’t fit your season, saying no to the “shoulds,” and building a business that works for your real life—not a hypothetical one. Most of all, I want you to know: you’re not behind, you’re not broken, and you’re absolutely not alone.
If you’ve ever felt like no one understands what you’re carrying behind the scenes… this one’s for you. 💛
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36 Truths I Know at 36 That I Wish I Knew at 26
This week, I’m celebrating my birthday in the most Lindsay way possible—with a mic, a notebook full of lessons, and a whole lot of honesty. In this episode, I’m sharing 36 truths I’ve learned over the past decade of life and business… truths I wish I could go back and tell my 26-year-old self. Some of these lessons came easy, and some were earned the hard way—but each one shaped who I’ve become.If you’re building a dream, chasing growth, navigating discomfort, or just need a little reminder that you’re not alone—this one’s for you. We’re talking about fear, failure, mindset, marketing, money, confidence, boundaries, and everything in between.
No fluff. No sugar-coating. Just real talk, warm encouragement, and a little tough love from someone who’s walked the path.
So whether you’re 26, 36, or 66… this is your nudge to keep going.
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Masculine vs. Feminine Energy in Business: Am I Losing My Drive or Finally Doing It Right?
This episode was not the one I had planned for today. But after waking up with a nagging thought and hearing multiple signs pointing me toward feminine energy, I knew I needed to hit record and process this in real time.
Lately, I’ve felt a shift in my business. The usual push, the chasing, the hustle, the drive, just hasn’t been there. And as an Enneagram 3, Aries fire sign, overachiever type… that worried me. Was I getting complacent? Losing my edge?
Then, after a conversation with my business coach, Helen, I realized something major: I wasn’t losing my drive, I was stepping into my feminine energy (and honestly, that made me really uncomfortable).
💡 Masculine energy is all about action, structure, and pushing forward, which I’ve leaned into hard for over a decade building this business.
💡 Feminine energy is about receiving, trusting, and allowing things to unfold, which feels completely foreign to me.
💡 The reality? We need both. And if we keep piling on more work instead of leaning into what’s already working, we risk suffocating our own success.In this episode, I’m breaking down what I’m learning, what I’m actively working on, and how I’m trying to balance masculine and feminine energy in my business without losing momentum. If you’ve ever struggled with slowing down, trusting your systems, or feeling like you constantly need to do more, this episode is for you.
🎧 Press play to hear my raw, unfiltered thoughts and let’s process this together.
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Have you ever felt like you’re so close to the next level, but something invisible is holding you back? Maybe you hit a big goal, only to find yourself cooling down instead of leveling up. Maybe you dream bigger but still hesitate to take the leap.
Friend, that’s not a lack of skill or opportunity, it’s your personal glass ceiling. And in today’s episode, we’re shattering it for good.
Here’s what we’re diving into:
✅ Why we subconsciously limit ourselves based on what we think we’re worth
✅ How we self-sabotage success by “cooling down” to stay in our comfort zone
✅ Why complacency is more dangerous than feeling stuck and how to wake yourself up
✅ The simple but powerful mindset shift that changes everything (hint: "Why not me?")
✅ What to do when the people around you aren’t ready for your growth
✅ A personal story about how one mentor called me out, and helped me double my business.If you’ve been playing small, waiting for permission, or letting old beliefs keep you stuck, this episode is your wake-up call. It’s time to break through.
🎧 Tune in now, and if this episode hits home, DM me on Instagram @LindsayJWilliams, I’d love to hear your biggest takeaway!
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Wedding pros, if you’ve ever felt like you’re hustling non-stop but not seeing the results you want, this episode is for you! The secret isn’t to hustle harder—it’s to hustle smarter.
Today, I’m breaking down why hustle isn’t the enemy (despite what the internet says) and how to shift from scrappy, throw-everything-at-the-wall hustle to calculated, results-driven hustle that actually moves the needle. Because success? No one’s handing it to you. But when you know where to put your energy, you can work less and make more.
I’ll walk you through:
✨ Scrappy Hustle vs. Calculated Hustle—which one you’re in now, and how to graduate to the next level
✨ The balance of woo meets work—how to recognize when the universe is winking at you (or shutting a door for a reason)
✨ Why failing fast, failing forward, and bouncing back is the key to getting to that next level🎧 This is the episode for you if you’re grinding away, wondering why success isn’t happening as fast as you’d like, or if you’re tired of hearing people bash hustle while sipping cocktails on a beach (convenient, right?).
💛 If this episode resonated with you, take a screenshot, share it on Instagram, and tag me @MsLindsayJWilliams, I’d love to hear how you’re shifting your hustle!
💡 Want to fill your calendar in one sitting at your next wedding show? Grab my free training here: LindsayJWilliams.com/Training
Let’s get into it! 🎙️✨
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Episode 98: Sell the Story, Not the Service – How Storytelling Wins Every Time
Wedding pros, if you’ve ever felt stuck on what to say in your marketing, like you're blending in with every other vendor out there, this episode is for you! The secret to standing out? Storytelling.
Today, I’m sharing why stories are the most powerful sales tool in your business. Couples don’t just connect with a service, they connect with a feeling, a vision, a story that makes them say, “That’s me. That’s what I want for my wedding.” And when you learn how to tell your story, your clients' stories, and the stories behind your work, you won’t have to “sell” at all... people will feel connected to you before they even meet you.
I’ll walk you through:
✨ Why stories drive engagement, build trust, and create an emotional connection
✨ How to craft your Story Bank: your go-to collection of 3-5 stories to use in sales calls, wedding shows, and social media
✨ Real examples of how storytelling leads to bookings (like the time a bride asked to honor her grandmother with a tiny blackbird hidden in her invitation design)
✨ How to use stories at a wedding show so your booth stands out and couples remember YOU🎧 Tune in and get ready to sell the story, not the service.
📌 Challenge: Take 30 minutes today to write down 3-5 go-to stories for your Story Bank! Try using one in your next post, consultation, or wedding show conversation—and watch what happens when you lead with heart instead of just a sales pitch.
💛 If this episode resonated with you, take a screenshot, share it on Instagram, and tag me @MsLindsayJWilliams—I’d love to hear what story you’re ready to start sharing!
Let’s get into it! 🎙️✨
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What’s actually holding you back from hitting that next-level income goal? Spoiler alert, it’s not a missing strategy (even though we love a good strategy around here). In this episode, we’re diving into the real obstacles: your risk tolerance and your belief in yourself and how both of these play a massive role in scaling your business.
I’ll share a game-changing conversation I had with my coach, how I went from hesitating on investments to making bold (but calculated!) moves, and how tracking my numbers allowed me to bet on myself with confidence. We’ll talk about:
✅ The sneaky ways fear disguises itself as “being practical” and keeps you playing small
✅ How to expand your risk tolerance without taking a nosedive off a cliff
✅ Why data is your best friend—not just to see what’s working, but to catch what’s not and adjust fast
✅ The Gap vs. The Gain and how to shift from feeling behind to fueling your momentumLadies, only 1.9% of women-owned businesses ever hit the million-dollar mark, despite making up 39% of all U.S. businesses. That number needs to change. So what’s holding you back? Don’t let it be you.
Press play and let’s talk about stepping into your next-level mindset, making bold decisions, and actually scaling your business, one smart risk at a time.
👋 Let’s connect! DM me on Instagram @MsLindsayJWilliams and tell me what one bold move you’re making this week! 🎙✨
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Have you ever heard “I love your work, but I just can’t afford it” and immediately felt like the sale was lost? You’re not alone, but here’s the truth: price isn’t always the real issue.
More often than not, there’s a price gap - a disconnect between what you charge and what the client believes your service is worth. And when that gap exists, potential clients hesitate, look for cheaper alternatives, or walk away altogether. But the good news? You have the power to close that gap, and I’m going to show you how today.
In this episode, we’re breaking down:
✔️ Why price objections aren’t always about budget (and what’s really happening)
✔️ How couples shift their wedding budget and how you can position yourself as a priority
✔️ The four biggest reasons clients hesitate on price
✔️ Practical strategies to communicate your value, handle objections with confidence, and make booking easier for your clientsIf you’re tired of losing sales to budget concerns and want to book more weddings without lowering your prices, this episode is a must-listen.
🚨 Want to dive even deeper into sales strategy? My brand-new course, Booked to Banked, is officially open! This is your step-by-step system to leading consultations with confidence, handling objections with ease, and turning more leads into paying clients.
During launch week, there are exclusive bonuses AND special pricing! Don’t miss out, head to LindsayJWilliams.com/banked to check it out.
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Think you don’t need sales skills because you get all your business from word-of-mouth? It might be time to think again. In this episode of the Build That Business podcast, we’re unpacking why referrals alone aren’t enough to sustain and grow your business—and how mastering your sales process can change everything.
Here’s what we’ll cover:
Why relying solely on referrals is a risky strategy that can leave your business vulnerable.How failing to convert referrals could harm your reputation with referrers.The power of pairing referrals with a seamless sales system to amplify your growth.Actionable steps to future-proof your business and thrive, no matter what.Plus, I’ll share all the details about my new program, Booked to Banked™, created for wedding pros ready to master their sales systems, close more clients, and take control of their growth.
If you’ve ever felt like there’s a missing link in your business—or wondered why your referrals aren’t turning into consistent bookings—this episode is for you. Tune in, and let’s take your business to the next level!
Links Mentioned:
Join the waitlist for Booked to Banked™ and get exclusive access and bonuses:
👉 LindsayJWilliams.com/BTBWaitlist -
When Compliments Turn Into Clients: The Power of Sales Skills
Do you ever feel like your work should speak for itself? That your beautiful designs, stunning florals, or flawless events should naturally bring in the bookings? You’re not alone, many wedding pros feel the same way. But here’s the truth: while your work might get you noticed, it’s your sales skills that get you booked.
In this episode, we’re breaking down how to turn those “Your work is amazing!” compliments into actual paying clients. I’ll share actionable strategies to:
Move past the mindset of “my work speaks for itself.”Guide potential clients through the decision-making process with confidence.Avoid common pitfalls that might be holding you back, like overloading leads with information or not clearly defining the next step.Plus, I’ll tell you why sales doesn’t have to feel pushy or uncomfortable, it’s about creating clarity and connection. I’ll also share a personal story from my own wedding planning experience that perfectly illustrates the power of a thoughtful, seamless sales process.
🎉 Special Announcement: The waitlist for my brand-new program, Booked to Banked™, is now open! If you’re ready to master your sales process and confidently book more clients, head to LindsayJWilliams.com/BTBWaitlist to snag your spot and learn about the exclusive bonus for waitlisters.
Tune in, take notes, and let’s start turning those compliments into clients… because pretty work is just the beginning.
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Do you ever feel like sales just isn’t your thing? Maybe you’ve convinced yourself you’re not outgoing enough, not persuasive enough, or just not a “natural salesperson.” If so, you’re not alone—but I’m here to tell you that sales isn’t about having a certain personality or being born with a gift. It’s a skill anyone can learn.
In this episode, I’m sharing my personal journey—from struggling with a stutter to achieving a 96% close rate in my wedding business—and how I discovered that sales is all about strategy, not personality. We’ll break down the unique strengths that come with NOT being a “typical” salesperson, and how those traits can actually give you a massive advantage.
You’ll learn:
✨ Why listening and empathy are two of the most powerful tools in sales.
✨ How introverts excel at building deeper, more meaningful connections.
✨ Why thoughtful, patient decision-makers create the best client experiences.
✨ The importance of delivering what you promise and how it sets you apart in an industry focused on flashy, over-the-top moments.Plus, I’ll introduce actionable steps to help you start learning and practicing sales strategies that feel authentic and effective.
If you’re ready to turn sales into a skill you feel confident about, tune in now!
💡 Don’t forget: The waitlist for my new program, Booked to Banked, is officially open! Head to LindsayJWilliams.com/BTBWaitlist to be the first to know when it launches.
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Have you ever thought, “If I could just be a little smoother during consultations, I’d book more clients”?
The truth is, sales success isn’t just about being charismatic or nailing the pitch—it’s about mastering your entire sales cycle. From getting noticed in the discovery phase to closing with confidence, every step matters.
In this episode, we’re breaking down the six phases of the sales cycle and showing you how small improvements at each stage can lead to big results. You’ll learn:
✅ How to stand out and attract more inquiries in the discovery phase
✅ The secret to turning inquiries into consultations during the connection phase
✅ How to structure consultations to build trust and showcase your unique value
✅ Why optimizing your process can lead to thousands in additional revenue (we’re talking $20K+!)If you’re only focused on the consultation, you’re missing the bigger picture. Tune in to learn how to fix the “kinks” in your sales process and create a smoother system that turns more leads into bookings.
🎙️ Ready to transform your sales strategy? Hit play now!
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🎙️ More Leads Won’t Fix Your Sales Problem: Stop Pouring Into a Leaky Bucket
Think you just need more leads to hit your sales goals? Think again. In this episode of The Build That Business Podcast, we’re tackling a common misconception in the wedding industry: that more leads automatically mean more bookings.
I’m diving into the real issue—your sales process. If you’re losing leads after the consultation or being ghosted after great conversations, it’s time to patch the leaks in your sales bucket. I’ll walk you through:
✅ The difference between sales and marketing—and why you need both.
✅ How to identify weak points in your sales process (high no-show rates, low engagement, or ghosting).
✅ Actionable strategies to tighten your process, close more deals, and turn leads into paying clients.If you’ve ever wondered why your calendar is booked but your bookings aren’t growing, this episode is for you. Stop wasting time and resources on generating more leads—let’s fix the process and start closing the ones you already have.
🔔 Tune in now and take the first step to plugging those leaks and building a stronger, more profitable business!
👉 Don’t forget to subscribe, leave a review, and tag me on Instagram @MsLindsayJWilliams—I’d love to hear your takeaways! 💬
Ready to build a sales process that works? Let’s do this! 🚀
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