Most people think selling is something you do at work, but Krista and Brian Demcher have spent nearly three decades proving otherwise – in corporate sales rooms, entrepreneurial ventures, and over 25 years of marriage and raising a family, which is honestly where the real persuasion happens.
Every week on this sales and communication podcast, they bring one bold idea worth buying and walk you through the story behind it, the case for it, and the pushback against it – so by the end, you don’t just know where you stand, you understand exactly how you got there. Think of it as a persuasion and storytelling masterclass disguised as a really good conversation.
Because a good idea is only as good as your ability to sell it! Sales skills are life skills…and this show is where you learn them.
New episodes every Monday.
Confidence is a skill you learn, not earn. Lisa Hansen came ready to defend that idea, and she brought a story that makes it hard to argue with.
Lisa was the second grader everyone thought couldn’t talk. She grew up to become a mechanical engineer on Boeing’s Dreamliner, a pastry chef trained at the Culinary Institute of America, and the owner of the bakery she had dreamed about since she was little. Every box on her dream board was checked, and she still couldn’t figure out why she felt so unsuccessful.
In this conversation, Lisa explains why doing the reps over and over isn’t what builds confidence, what actually does, and why she would never tell a nervous client to just go do the scary thing. Krista shares her own burnout story from her direct sales days, and the two of them finally take on fake it til you make it (Brian, you’re going to love this one).
If you are a female founder who looks successful on paper but still doesn’t fully trust yourself to make the next big decision, this one is for you. Do you buy it?
IN THIS EPISODE
[0:00] Lisa Hansen and the idea worth buying [1:23] Why doing the reps isn’t the same as building confidence [6:06] Was Lisa always confident? “Absolutely not.” [9:35] Engineer, pastry chef, and a dream board fully checked off [11:00] Meeting your goals versus meeting your needs [23:34] The call to start a conference (“I think you have the wrong girl”) [29:32] Krista’s full-body-rash story [38:10] When showing up on video every day isn’t working [45:17] Fake it til you make it, plus Krista’s red lipstick [54:43] Inside the Thriving Women’s Conference
KEY QUOTE “We don’t thrive by changing who we are. We thrive by knowing who we are.” Lisa Hansen
MENTIONED IN THIS EPISODE Thriving Women’s Conference, October 21 to 22, 2026, at The Maxwell in Raleigh, NC: https://thelisahansen.com/thriving-womens-conference-2026/ UNSTOPPABLE Coaching with Lisa Hansen (apply through @TheLisaHansen) Lisa’s six driving needs framework Our fake it til you make it debate episodes The Red Lipstick Effect, Krista’s keynote Elizabeth Holmes and Theranos (Brian’s go-to counterexample)
Connect with Lisa: thelisahansen.com Instagram: @TheLisaHansen Instagram: @ThrivingWomensConference
Connect with us: 📸 Instagram: @SheSellsHeSellsPodcast ▶️ YouTube: She Sells He Sells Podcast