Episode 95

How to Generate Six Figures in Sales with Author Kate Toon

Published on: 19th April, 2026

Hello and welcome to this weeks episode of The Australian Small Business Show.

In this episode we are joined by award winning business mentor, digital marketing coach and author Kate Toon to unpack how to generate six figures in sales without relying on paid ads. We dive into why sales is one of the most important skills any business owner can develop and why so many of us avoid properly learning it. We also explore the challenges with paid advertising, particularly in today’s economic climate, and why building relationships and trust can be a far more effective long term strategy.

We discuss the key differences between marketing and selling, and why simply putting content out into the world is not enough to drive results. In this episode we break down the moment where marketing ends and selling begins, and why actively asking for the sale is critical. We also explore the importance of consistency in your marketing efforts, even when business is busy, and how failing to do so can lead to those all too familiar quiet periods.

Kate shares her simple and practical framework for selling, including understanding your customers needs, identifying emotional triggers, building rapport and trust, using persuasion techniques, overcoming objections and clearly communicating value. We also talk about why price is rarely the real objection, how to better qualify leads, and why long term customer relationships are far more valuable than one off sales. This episode is packed with actionable insights that you can start implementing straight away in your business.

Finally, we explore what you can expect from the book Six Figures in Sales, including step by step guidance on writing sales pages, product descriptions, emails and social media content that actually converts. If you’re looking for practical, no fluff strategies to improve your sales and grow your business, this is an episode you won’t want to miss.

About Kate:

Kate is an award-winning business mentor and digital marketing coach. She’s a down to earth human on a mission to demystify the realities of running a successful online business.

Her Stay Tooned group of companies include the Digital Marketing Collective, The Recipe for SEO Success, The Clever Copywriting School and The Umina Beach Book Nook.

Kate’s helped more than 20,000 other businesses demystify digital marketing, grapple the Google Beast, and find their own version of success. Kate is a renowned speaker, podcaster and author, and was named Australia’s Most Influential Small Business Woman (2022), one of Australia’s Top 50 Small Business Leaders (2022), and Businesswoman of the Year and Training & Education Provider of the Year at the national My Business Awards (2020).

She’s the author of Six Figures While You Sleep: How to turn your services and skills into high-profit, low-effort digital products (2024), Six Figures in School Hours: How to run a successful business and still be a good parent (2023), and most recently Six Figures in Sales: How to win more customers, without spending a cent on ads. Kate is a resident expert on Kochie’s Business Builders and founder of The Digital Marketing Collective Conference, The Digital Marketing Collective Retreat and The Digital Marketing Collective Mastermind.

To grab your copy of Six Figures in Sales (and all of Kate’s books) go here: https://www.katetoon.com/writing/books/

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Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.

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About the Podcast

The Australian Small Business Show
The Australian Small Business Show has been created by small business owners, for small business owners.

Your hosts Matt Heighway and Kristy-Lee Billett, who have both been running businesses for over 15 years, will bring our first hand experiences to offer insights, advice and inspiration to help you build a successful small business.

Each week we’ll discuss one specific strategy, topic, resource or tip that’s relevant for every small business, and we’ll be inviting along some amazing guests and friends in business to share their expertise with you.

Whether you're starting out, scaling up or a seasoned small business owner, this Australian Small Business Show is the show for you.

About your hosts

Kristy-Lee Billett

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Kristy is a nationally recognised HR expert, passionate small business advocate, podcast host, mum, wife, beach lover and runner.

She has spent more than 20 years now working in the field of Human Resources, People Management and Recruitment.

For the last 10 years she has dedicated herself to exclusively supporting small to medium sized businesses, those who employ less than 100 staff with all aspects of their HR, recruitment, people management and resource structures.

She founded her first business in 2006, and today she continues to direct this business, which is now known as People Powered Business.

Today She loves working with businesses inside our People Powered HR community to help them gain the knowledge, tools and resources to handle absolutely anything when it comes to their teams, with complete confidence.

Matt Heighway

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Matt is a CPA who has been working with business owners in multiple capacities for well over two decades. After commencing his career as an Accountant and Business Adviser, his own national start-up won numerous business awards and was featured in BRW fast 100. Since the business sold, he has been working with small-medium business owners helping them with business growth strategies and holistic business coaching.

Matt also is the Director of Lifetime SMSF, an accounting practice that specialises in Self-Managed Super Funds. Helping Australians manage their retirement nest eggs has been a lifelong project for Matt and he continues to get joy from helping.

Matt is a lifelong learner who loves to chat with other business owners. he is passionate about small business and always wants to see them win. He is at his best when things need turning around though, and gets his motivation helping small business owners come back from a set back.