Real Talk About Sales, Stress, and Starting Out

In this episode, I sit down with Steve Caton, someone who has spent years helping business owners figure out one of the hardest parts of running a business: sales. But this isn’t a heavy business conversation. It’s real, honest, and full of practical insight for anyone who has ever felt overwhelmed trying to do everything on their own.

Steve shares his journey from starting his own business at a young age, to working with growing companies, and eventually building Altezza to help founders step out of the sales role so they can actually lead their business. We talk about why so many people struggle with sales, and he breaks it down in a way that just makes sense—whether it’s fear of rejection, feeling like sales is “slimy,” or just not feeling like you have the personality for it.

We also talk about what it looks like when things start to feel like too much, and how to recognize those moments before burnout hits. Steve shares simple, real-life signs to look for, along with encouragement for anyone who feels stuck or unsure of what to do next.

Of course, we talk about his podcast, Whiskey Is for Closers, and the stories he’s heard from other business owners along the way. It’s laid back, it’s honest, and it’s all about learning from each other.

This conversation is a reminder that you don’t have to figure everything out alone, and sometimes the best thing you can do is ask for help and learn from someone who’s been there before.

To connect with Steve visit https://altezzasolutions.com/.

To watch Whiskey is for Closers, visit http://www.youtube.com/@WhiskeyIsForClosers

Want to be a guest on Life Stories Podcast? Send Shara Goswick a message on PodMatch, here: https://www.joinpodmatch.com/lifestoriespodcast