Sell without selling your soul. Rewrite your sales story from sleazy to sincere, and finally get paid what you’re worth.
Picture this: You’re 9 years old, knuckles white around a box of fundraiser candy bars. Each doorbell you press feels like a countdown to doom. Stranger danger! echoes in your head as you force a smile and stammer out a pitch. A protein-shake-sipping PTA mom glares down, and you just want to disappear. Is it any wonder so many of us learned to loathe selling when these embarrassment parades were thrust on us as kids?
Fast forward to today: you’re a heart-centered entrepreneur with a brilliant service… and that same knot tightens in your stomach every time you even think about “asking for the sale.”
You’re not alone and you’re not wrong for feeling this way. We’ve all seen how sales gets a bad rap. Pop culture paints every salesperson as a conman or a greedy sleazeball. Maybe you’ve been burned before: strong-armed, belittled, talked down to – treated like an idiot for hesitating or called “cheap” for saying no. If that’s you, I’m truly sorry you went through that. But let me assure you, that is not the required state of selling! Selling itself isn’t evil – sleazy tactics are. And those are 100% optional from now on.
Hi, I’m Annie P. Ruggles
Founder & Dean of The Non-Sleazy® Sales Academy
I know a thing or two about sales avoidance. In fact, over the last 12 years I almost ran my own business into the ground by dodging sales completely. I gave and gave, hoping my clients would magically throw money at me out of gratitude. (Spoiler: they didn’t.) Instead, I watched the people I’d poured my heart into go hand their money to loud-mouthed competitors who saw them as nothing more than a quick buck – those buyers might as well have been flushing cash down the toilet for how they were treated. And can you blame them? I never bothered to simply ask for their business. My refusal to sell wasn’t noble; it was a one-way ticket to martyrdom, burnout, and debt.
That’s when I decided to change the game. I figured out how to sell my way – with compassion, boundaries, and yes, a bit of quirky flair – and everything turned around. Now I’ve made it my mission to help people like us (the “sales-allergic” do-gooders of the world) reclaim selling as an act of service, empathy, and even joy. Because here’s the truth: there are customers out there with real needs who are only being actively sold to by sleazy people, and that HAS to change. The only way to change it is for good people (like you) to learn how to sell in line with your own ethics and morals. In other words, you stepping up to sell – your way – is what fixes this whole broken system. And The Non-Sleazy® Sales Academy is here to guide you every step of the way.
Who Is This For?
The Heart-Centered & Hard-Working
Coaches, consultants, creatives, and healers who genuinely care about people and would rather chew glass than use high-pressure tricks on their prospects. (You’re exactly the kind of “good person” who can change the sales game.)
The Ethics-First Entrepreneur
Owners who refuse to compromise their morals just to make a buck. If the thought of being seen as a sleazy, pushy salesperson keeps you up at night, welcome – you are our people.
The “Reluctant Closer”
You know sales are essential, but you’ve been avoiding that final ask like the plague. You freeze up on discovery calls, apologize for your pricing, or say “no worries, take your time” instead of confidently closing.
The Sales-Traumatized
Maybe you’ve been through sales hell: manipulative gurus, scammy bros, or simply too many rejections. You’ve got some scars and triggers around selling. We get it (boy, do we). This Academy is a safe space to heal that and forge a new, healthier relationship with selling.
If you nodded along to any of the above, The Non-Sleazy® Sales Academy was built for you.
What makes “Non-Sleazy” different?
Selling advice is everywhere, but here, we do things differently. NSSA isn’t your average sales program – it’s a unique mix of strategy and soul that grows with you. Here’s how it stands out:
Trauma-Informed & Empathy-Led: We recognize that sales trauma is real. Before we ever work on scripts or techniques, we unpack the baggage you’re carrying. Remember all those times you were sold to in gross, pushy ways? Those are not the rules of business – we throw those out on Day 1. We replace them with consent, empathy, and integrity at every step. No more dread; you’ll feel grounded and even hopeful when you sell, because you know you’re helping, not harming.
Deeply Ethical & Proudly Anti-Sleaze: This goes without saying, but let’s say it loud. We will never ask you to do anything slimy. No manipulation, no false urgency timers, no “negging” your clients into buying. Instead, you’ll learn how to attract and close deals by solving real problems and communicating honestly. Selling here is equal parts pleasurable and ethical – a win-win dance between you and your buyer. You’ll walk away with clients who feel grateful you sold to them, not duped or pressured. Imagine that: people thanking you for selling to them! It happens here every day.
Blunt, Direct, “No B.S.” Coaching: I may be compassionate, but I’m no pushover – and I won’t let you be one either. I’ll call you out (with love) when you’re sabotaging yourself. For instance, if you’re prone to nervous rambling on sales calls, I might lovingly remind you that the most powerful tool in your arsenal is two simple words: “Shut up.” (Yes, I really say that – “Shut! Up!” – because when you stop over-explaining and listen, you give your prospect the space to actually want what you’re offering.) Consider me your tough-love sales big sister: I’ll push you to set boundaries, raise your prices, and ask for the sale – all while cheering you on like crazy.
Theatrical, Playful, Unforgettable: Expect a little drama – the good kind. I’m a degree-holding theatre kid and a pop culture nerd, and I bring that energy into our trainings. My work is part pep rally, part unlearning ritual. You might find yourself laughing so hard you forget you’re learning – meanwhile the sales strategies are sneaking into your bones. Every exercise is like a permission slip to sell as your true self, not some sleazy stereotype. We make the experience fun and imaginative, because joyful learning sticks.
Work with Annie P. - Current Offerings
1:1 Non-Sleazy Sales Coaching
Private, personalized coaching with Annie. We’ll dig into your specific sales challenges – whether it’s mindset blocks, wonky sales copy, or wobbly pricing – and get them sorted. Through regular Zoom sessions, role-playing, and custom homework, you’ll transform from sales-shy to sales savvy. (Warning: side effects include blossoming confidence, happier clients, a vastly improved close rate, and actual enjoyment of selling.)
Book a Free Call with Annie to see if 1:1 is right for you.
Team Training, Workshops & Keynotes:
Have a team or community that could use a sales mindset overhaul? Bring the Non-Sleazy Sales philosophy to your organization or conference. I offer interactive workshops (virtual or in-person) to help small business teams, startups, and sales departments unlearn the toxic sales scripts and adopt a kinder, more effective approach. Perfect for mission-driven companies and any team tired of the “always be closing” BS.
Get Workshop Info – let’s make your next sales training actually enjoyable and effective.
Not sure which option fits you best? No worries. Reach out and we’ll figure it out together.
The bottom line: You don’t have to do this alone, and you can learn to sell in a way that feels good.
Coming in Early 2026 – Bite-Size Sales Solutions
Big news: I’m cooking up something new (and affordable) for 2026! The Non-Sleazy® Sales Academy will be rolling out a series of low-ticket mini-courses, each laser-focused on solving one pesky sales problem at a time. These bite-sized trainings are perfect if you’re not ready for a full program but need quick relief in a specific area.
What’s a “single sales problem” sound like? Here are just a few examples we’ll tackle in these mini-courses:
“I freeze up when it’s time to talk about price.” – (We’ll fix that by teaching you a pricing conversation framework that feels natural and confident.)
“I don’t know how to follow up without feeling like a pest.” – (There’s a way to do it that feels like good service, not desperation – we’ll show you.)
“I have no idea how to handle ‘I’ll think about it.’” – (You’ll get tools to compassionately uncover the real objection and help the client make a decision, sans pressure.)
…and many more hyper-focused fixes. Each mini-course will be a quick hit of insight and action: watch a fun video lesson, grab a cheat sheet or template, and solve that one issue for good. They’re designed for busy entrepreneurs, freelancers, and self-employed folks who want results yesterday (and who maybe have a bit of sales ADHD – no judgment, same here).
Teaser: The first mini-course drops in January 2026, with more throughout the spring. Each will be priced under $100. Keep an eye on your inbox and this page for announcements, or join the VIP waitlist to get first dibs (and maybe a cheeky early-bird discount).
Grab your free copy now.
Grab your free copy now.
As a thank-you for stopping by, I want to give you a special gift: a free digital copy of my novella & workbook, “The Coach Who Would Not Sell,” which started this whole movement.
This isn’t your typical business ebook. It’s a fictional tale with a purpose: follow a struggling coach as she fumbles every sleazy sales tactic in the book, so you can learn what actually works by seeing what definitely doesn’t. It’s equal parts entertainment and education – a cinematic story packed with sales strategy gold. (Plus, it pairs with podcast episodes and reflection prompts, making it a fun little workbook too.)
No cost, no catch. This novella is the perfect entry point into non-sleazy selling, and it’s yours free. I promise it’ll make you laugh, maybe cry, and absolutely rethink how you approach sales. Many readers tell me it’s like seeing their own sales journey on paper – and by the end, they’re fired up to try selling again, this time their way.
Download The Coach Who Would Not Sell for Free – Just drop your email in the box, and I’ll send the PDF straight to your inbox.
Curl up with it tonight (it’s a short read), and let me know what you think!
It might just spark the breakthrough you’ve been waiting for.
Ready to Sell Without the Hell? (Your Next Steps)
You’ve made it this far, which tells me one thing: you are so ready to kick sleazy sales to the curb and embrace a better way. And guess what? You deserve to be someone folks love to pay. Seriously – imagine your clients thanking you for selling to them, because you’ve shown them respect, value, and humanity. That’s the world I’m striving to create, and I’d love for you to join me in it.
Here’s how to get started:
Grab the free novella – Start with The Coach Who Would Not Sell to shift your perspective and see non-sleazy sales in action (in story form). The opt-in form is just one section above this one!
Book a consult or call – If you’re ready to work on your sales (and yourself), reach out and we’ll find the right program or service for you. Even a quick, free 30-minute chat can bring massive clarity. Hop on my calendar here.
Say hi on social – Not ready to dive in fully? No pressure! Follow me (I’m @AnniePreneur everywhere) and enjoy free tips, podcast episodes, and a heaping dose of sales positivity in your feed. Lurk as long as you need. When you’re ready, I’ll be here: LinkedIn Instagram YouTube TikTok
Enough hiding, my friend. No more leaving money on the table because you’re afraid of being that sleazy salesperson. You can be kind, authentic, and successful in sales – I promise. All the arm-twisting, lying, trickery out there is optional; the art of asking isn’t. I’m here to help you master that art in a way that feels good.