You've Proven You Can Do the Work.
So Why Does Revenue Still Feel Like Something That Happens To You?
There's a specific, nameable reason your growth stalls the moment you get busy — and it isn't your marketing, your market, or your talent. It's a reluctant-seller identity you've never put a name to.
This free assessment names it in just a few minutes — and shows you exactly what it's costing you.
SHOW ME WHICH RELUCTANT SELLER I AMNo fluff. No pitch. Just an honest, clear-eyed look at the one behavior quietly capping your revenue — and what it takes to close the gap.
The Real Question
You and I both know you can deliver. Your expertise is world-class — that was never the question.
The real question is this: can you produce revenue on purpose, or only when you're forced to?
Most founders never ask it, because they've quietly decided the answer is fixed. "I'm just not a salesperson." "Good work speaks for itself." "I don't want to be pushy." So they wait — for referrals, for a slow month, for the right moment. And revenue swings between feast and famine while growth stays capped at their personal capacity.
Here's the reframe almost nobody makes: that's not a tactics problem. It's an identity problem. Reluctance isn't a life sentence or a personality flaw. It's a pattern — and once you can name yours, you can close it.
That's what this assessment does.
Meet the Four Reluctant Sellers
Every reluctant seller is reluctant in their own way. Four identities show up again and again. They look different on the surface, but they share one root: a reluctance to be proactive about business development.
Revenue rides on who happens to refer you. There's no engine you control.
You sell hard, but only when the pipeline gets scary. Feast, then famine.
You're too buried in the work to develop business. Growth is capped by your hours.
You know you should lead revenue, not produce every dollar of it — but you haven't made the shift.
Which one is quietly capping your growth right now? The assessment tells you — and shows you what it's costing.
What You'll Discover
In twelve honest statements, you'll uncover:
Which of the four types you are
and your secondary streak, because most founders are a blend. You'll see both.
How strong your reluctance is right now
Emerging, Active, or Entrenched — so you know whether it's showing up in spots or quietly running the business.
The exact revenue leak tied to your type
and the single shift that turns revenue from a lucky surprise into a predictable certainty.
This isn't a quiz. It's a diagnostic. And in just a few minutes, it will tell you more about your revenue ceiling than most consultants uncover in a full-day engagement.
REVEAL MY RELUCTANT-SELLER TYPEThis Is for You If…
- You're between $1M and $10M and growth now feels like pushing a boulder uphill.
- You're fully booked delivering exceptional work — but revenue growth isn't keeping pace.
- Your revenue swings between busy stretches and slow stretches you didn't see coming.
- You've tried new offers, hires, and marketing — but the needle barely moves.
- You suspect you might be the constraint — and you're brave enough to look.
Reactive Founders Wait. Revenue Leaders Produce.
The difference between founders who stay stuck and founders who scale isn't talent. It isn't hustle. It's this:
Reactive founders wait for revenue. Revenue Leaders produce it on purpose.
Being proactive doesn't mean becoming someone you're not. It doesn't mean "pitching," "hustling," or turning into the pushy salesperson you never wanted to be. It means being consistent, following a simple process, and moving people from lead to prospect to client on a rhythm you control.
That's what makes revenue predictable, repeatable, and sustainable. That's what lets you ask for more business instead of holding your breath and hoping it shows up.
You don't have to become a different person to get there. You have to close the gap between the reluctant seller you are today and the Revenue Leader your business needs you to be. This assessment shows you exactly how wide that gap is — and where to start.
What Founders Are Saying
“The most significant transformation for me was no longer seeing ‘founder-led sales’ as a dirty word or a failure of imagination. It’s simply the reality of my business — an operational reality I’ve come to accept, just like any other part of being an entrepreneur. I don’t fear it or dread it anymore; it’s just part of the job now. That feels much more ‘right-sized’ and sustainable than it ever did before.”
- Jen Swanson, CEO/Principal, Tuckpoint Advisory Group
“Working with Michael is a game-changer. She brings levity to situations in a way that instantly shifts my mindset. Her insight is incredibly valuable, and what I respect most is that she doesn’t hold back. She tells you what you need to hear, not just what you want to hear.”
- Greg Alexander, President @ Fab Four Labs Marketing
“Before coaching with Michael, my business was successful, but as we grew, our sales approach and processes had to mature. So much of what was holding me back was my mindset about sales and that’s what she helped me overcome. She is a different kind of sales coach – one that every entrepreneur and salesperson needs to truly step into their superpowers.”
- Jaime Taets, CEO/Founder, Keystone Group International
The Framework Behind the Assessment
The Reluctant Seller Type Assessment is built on the Win Your Way Method™ — a proprietary framework that helps founders shift from being the main business developer to the Revenue Leader in 90 days.
Most business development advice is built for salespeople. The Win Your Way Method is built for founders — exceptional experts and firm-builders held back not by skill, but by an identity and an infrastructure designed for a smaller business.
This assessment is your first step toward that shift.
A Few Minutes. Total Clarity.
You've spent years building a firm that deserves to grow. This assessment names the version of reluctance holding you back right now — so you know precisely where the work is.
Reluctance isn't who you are. It's a gap you can close. Start here.