A 7-Session Untraining Program

Your best sales conversations
happen when you're not selling.

Not Selling is a practice-based program for experienced salespeople who are done with the standard hacks, tips, and techniques that promise to sell more.

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"This is not a course about closing. It's about having your job become your self-expression. Sales will follow — not through tricks, but through presence."

What Doesn't Work

The Lamborghini Leaners

You've seen them. The 4 AM ice baths, the objection-handling drills, the rented Lamborghini they're leaning on in every photo. They treat selling like combat and burnout like a badge of honor, and they're selling you the idea that if you just out-hustled everyone else, you'd finally make it. You've out-hustled plenty of people, and you know that's not the answer.

What Doesn't Work

Magical Thinking

These are the people who tell you to just think positive and manifest your pipeline. It's toxic positivity dressed up as inner work — affirmations, vision boards, and woo-woo crystal people that ignore your mental and emotional state entirely. You've tried it, and it didn't survive contact with the last day of the quarter.

Neither extreme teaches the actual recipe for working your mind so you can make a difference. That space in the middle is where Not Selling lives.

How This Started

We figured this out
the hard way.

Between us, we've spent decades selling, training salespeople, and leading sales teams. The grind produced results, and we're not going to lie about that, but it had a ceiling and a negative impact on us, our customers, and our families.

What we figured out, slowly and stubbornly, is that meditation, simple mindfulness practices, and basic self-care aren't soft extras you bolt on after the real work. They are the real work. The presence they create is the thing that makes everything else work.

The grind got us far, but it couldn't get us further without costing us things we didn't want to pay. The moment we stopped treating presence as a luxury and started treating it as the foundation, our conversations changed, our buyers relaxed, the numbers followed, and we stopped dreading Monday.

Not Selling exists because nobody told us this when we needed to hear it — and we want you to benefit from what we learned (if you're ready to hear it). Every sales program we sat through talked about how mindset was important, but never gave us the recipe for how to have a positive one. They all simply added more technique, more framework, and consequently, more pressure.

Untraining,
not training.

We're removing what hustle culture layered on so that presence, curiosity, and genuine contribution can take over.

This isn't about learning new tactics. It's about understanding what happens when you're under pressure, why you lose your best skills exactly when you need them most, and building practices that give you access to the version of yourself that shows up on your best day, every day.

People buy from those they like, know and trust because emotions are more powerful than logic. When you're anxious, your buyer's body reads "unsafe" regardless of your pitch, but when you're present, people feel safe and if you're the one making them feel safe they will trust you.

You will leave more powerful, more connected, and more effective.

More Powerful

Not power derived from force, but power arising from presence. When you stop wasting energy on stress and worry, you have more available to act on the work at hand.

More Connected

Real connection, not performative rapport. You've learned all the hacks for building rapport, might even be ready with the right objection handlers, and trained with all the right NLP speaking techniques. None of that is the same as being authentically connected.

More Effective

Flow beats force. You can lose the anxiety and still perform, and in fact, losing the anxiety is what frees you up to perform better, and the numbers follow.

7 Sessions. 90 Minutes Each.

Each session includes a centering practice, group dialogue, paired exercises, and homework that takes what you learn into real conversations.

01

Untraining What You've Learned About Sales

We clear out the selling field you've been living in and create fertile ground for a new approach. You surface the auto-pilot way you've been selling, you start the work of discovering or creating your own purpose for the conversations you have. You will meet mindfulness and presence as the foundation everything else stands on.

02

Purpose & Emotions > Logic

A clear sense of why you sell is the thing that holds you together when a quarter goes sideways. You'll go deeper into discovering or creating your purpose and start to see how a regulated body, paired with that purpose, becomes an actual instrument that allows a buyer to feel safe enough to decide.

03

The Ego Gap & Real Listening

There's a microsecond between the urge to jump in and the choice to stay quiet. Noticing the gap changes everything. When you listen for it instead of filling it, everything that needs to be said gets said, and everything that needs to be heard gets heard.

04

Radical Detachment, Not Apathy

Detachment doesn't mean you don't care — it means your attention is finally free to go somewhere useful, where you're deeply curious and entirely unbothered by a no.

05

Discovery Through Wonder

Reclaim discovery as genuine exploration rather than "let me figure out how to get you to do what I want."

06

Taking Care of Yourself

Break the "no sale = I'm broken" loop, and end the cycle of "hitting quota = time to coast." Your performance is data, not personal, and freedom is being with things exactly as they are and exactly as they're not.

07

Your Not-Selling Operating Manual

Integrate everything into a personal way of being and a plan that speaks to you — your why, who you are for your clients, who they are for you, and the practices you'll keep. None of this works if it becomes a technique.

"We're not here to make you better at selling. We're here to have you be fully present and self-expressed as a salesperson. Sales will follow — because a calm, present, genuinely curious human being is the rarest thing a buyer ever encounters."

This is for you if...

You're good at what you do. You might even be great — but you've hit a ceiling.

The Experienced Rep

You've hit quota more years than not, and you know the job. But Sunday dread starts on Saturday now, and you wake at 3 AM doing pipeline math. You've heard "just detach from outcomes" a hundred times, but nobody told you how.

The Founder Who Sells

You built the thing — the product, the practice, the company — and now you have to sell it, whether that means selling the offering or eventually selling the whole business. The conversations that feel natural go great, but the ones where you're "trying to sell" feel terrible, and the buyer can tell. You want to stop performing and start connecting.

The Recovering Hustler

Grinding worked — nobody's saying it didn't — but there's a ceiling and you've hit it. The cost is your sleep, your patience, and your relationships, and you want the same results without paying that price. You're open to the idea that flow beats force.

The Team Leader

You see the burnout on your team, and you know that stressed reps make desperate conversations and desperate conversations kill deals. You want a program that makes your people more effective without burning them out.

Meet the Teachers

Two people who have spent decades doing this work.

We built Not Selling out of what's actually worked in our own conversations, in our own businesses, and with the thousands of people we've trained over the last three decades.

Aaron Hendon

Aaron Hendon

Author, mindfulness teacher, and top-producing real estate broker.

Aaron is the author of the forthcoming book How to Live a Grateful Life in a Fckd Up World, a best-selling author, and the founder of The Mindful CEO. He has spent over thirty years training people in ontological leadership and elevated performance, and has worked directly with more than ten thousand people along the way.

He has also been a top-producing, award-winning real estate broker since 2013. He knows what a hard week feels like, and he knows what it takes to keep showing up as a human being while you sell.

His approach is direct, practical, and not too-woo. His programs have been shown to produce a 160% increase in sales while also producing an 80% reduction in worry and a 70% increase in gratitude. His featured talks include From Grind to Flow: Uncovering Your Life's True North and Mindfulness for Agents Who Don't Have Time to Meditate.

  • Best-selling author
  • 30+ years training leaders
  • Top-producing broker since 2013
  • Featured: NBC, Inman, Yahoo Finance, Fox
Alan Cahn

Alan Cahn

Leadership coach, executive, and program leader for over 35 years.

Whether you work with Alan as your leadership coach or as a participant in a training of several hundred, you can count on an engaging and transformational experience. He has the gift of asking thought-provoking questions that get to the heart of the matter quickly, and the leaders he serves are left ready to take action on what matters most.

Alan has over 35 years of international experience as a manager, executive, and leadership coach, with a track record of coaching leaders to produce breakthrough results through his unique talent for disruptive, context-shifting conversations. Before coaching full-time, he hired, trained, and mentored over 100 managers and launched several new branches for an international corporation.

He holds a Bachelor of Science from the Massachusetts Institute of Technology in Social Inquiry, with postgraduate training in strategic design, practical philosophy, and business management. He has also worked as a professional individual and group counselor.

  • 35+ years coaching executives
  • B.S., MIT — Social Inquiry
  • Clients: Gates Foundation, Microsoft, HP
  • Landmark Worldwide program leader

How It Works

Zoom Sessions

Seven 90-minute Zoom sessions, once a week, with real homework you take into real conversations.

Cohort

Capped at about 30 people.

Office Hours

Seven optional 45-minute office hours across the seven weeks, shared between Aaron and Alan, for the questions that come up between sessions.

Recordings & Community

Every session is recorded and lives on a simple member site, with a small community space for questions between classes.

Dates

Next cohort runs September 15 – October 27. Times confirmed when seats are offered.

Inaugural Price

$250 for this first cohort. Future cohorts will be priced between $695 and $800.

Inaugural Cohort · Sept 15 – Oct 27 · $250

Join the waitlist.

A small group of salespeople who are done struggling to perform and are ready to practice something new. This isn't training, it's untraining. The inaugural cohort is capped at about 30 seats at $250. Get on the waitlist and we'll be in touch with the schedule, the enrollment link, and how to claim a spot before the room fills.

No commission breath here, and if it's not for you, no hard feelings.