Sales in 2026 Look Different (and That’s a Good Thing)

Sales are changing. Not in a scary, “everything is broken” way, but in a quieter, more human one.

If you’re a coach or course creator who is mission-led, values depth over noise, and wants to sell without pressure, 2026 is actually good news.

Because sales are no longer about shouting louder, stacking tactics, or pushing people to decide faster.

They’re about connection, trust, and real human relationships.

And that changes everything.

A quick story (and why this matters)

When I was at university, I studied media studies just as the internet was becoming a thing. One of my essays explored the idea that the internet would turn us into people who sat alone in rooms, talking through screens instead of connecting in real life.

Ironically, that’s exactly what I’m doing right now.

But my conclusion back then still holds true today. Humans will always need real connection.

Even with AI, automation, and more content than we could ever consume, connection hasn’t gone away. If anything, it’s become the deciding factor in who people trust, follow, and buy from.

Why sales feel harder (even when you’re doing everything “right”)

A lot of people think their sales problems are about funnels, pricing, or content.

But most of the time, it’s actually about disconnection.

• Disconnection from your audience

• Disconnection from your message

• Disconnection from the journey you’re inviting people into

People are more selective now. They want to know who you are, what you stand for, and whether you understand their world. The old pressure-based, guilt-driven marketing still works for some, but it’s no longer the future for mission-led businesses.

What’s actually building sales momentum in 2026

Here’s what I’m seeing work consistently.

1. Being known for one clear thing

This doesn’t mean you can’t be multi-passionate. It means you have a core framework or message you can hang everything on.

When people know what you’re the person for, selling becomes simpler, because your message lands faster and with more trust.

Other offers can peel off from that core. But that core is what builds momentum.

2. Showing up consistently (not intensely)

Big launches, big pushes, big energy… they’re exhausting. And they’re becoming less effective.

What works now is steady, visible presence. Short videos. Emails that feel like conversations. Stories that let people feel you, not just see you.

Consistency builds safety. Safety builds trust. Trust builds sales.

3. Treating selling like a conversation, not a performance

If selling feels awkward, it’s usually because you’re performing instead of connecting.

Sales in 2026 are quieter. They happen through conversations, reflections, shared language, and moments of recognition. People buy when they feel understood, not when they feel convinced.

What this means for courses in 2026

Courses are changing too.

It’s no longer about content volume. Content alone doesn’t create transformation or sales. What does is guidance, structure, and support.

People don’t want more to watch. They want help to implement.

That’s why I see the end of truly passive courses and the rise of:

• Courses that feel like journeys

• Support baked into the design

• Clear outcomes and structure

• Human touchpoints that create accountability and connection

When courses are designed this way, they become easier to sell because they feel safe, thoughtful, and supportive.

Start with the journey, not the tech

One of the biggest shifts I’ve made in my own work is this:

We don’t start with funnels, platforms, or tools.
We start with the experience you want to create.

When you design the journey first, your messaging becomes clearer, your offers make sense, and your funnel flows naturally.

Selling stops feeling like something you have to “do” and starts feeling like a natural invitation.

A simple reflection (to shift your sales energy)

If selling has felt heavy, try journaling on these three questions:

• Where am I building real connection?

• Where am I relying on tactics alone?

• What would selling feel like if it was a conversation, not a performance?

Small shifts here create big changes over time.

Final thought

The future of sales is not louder.
It’s clearer.
It’s calmer.
It’s more human.

And if you’re mission-led, building something that genuinely helps people, you’re exactly where you need to be.

Do join my on Skool for free resources and to build connections.