Episode 32: Interview with Jay "Sales Ninja" Lee

Episode 32 — From Introvert to Sales Ninja: Faith, Mindset and Service-Led Selling with Jay LeeEpisode synopsis What does it take to transform not only your career, but the way you see yourself? In this episode of the Think2Thrive Podcast, Adrian Treacy speaks with Toronto-based sales coach Jay Lee about his unconventional journey from a deeply introverted childhood to corporate banking, pastoral ministry and, ultimately, high-ticket sales and business coaching. Jay explains how his Korean-Canadian upbringing shaped his work ethic, how faith helped him find his voice and why visualisation must be accompanied by practice and action. The conversation also explores imposter syndrome, resilience, learning through failure and the importance of serving people rather than pressuring them into a sale. Jay’s central message is simple: develop useful skills, build genuine relationships and do not wait for confidence before taking action. If he could speak to his younger self, his advice would be: “Risk more, act sooner.” Jay Lee is a Toronto-based sales coach and the founder of Sales Ninja. Before entering sales coaching, he worked in corporate banking and spent ten years in pastoral ministry. Today, Jay works with coaches, founders and service-based businesses, helping them improve their sales conversations and approach high-ticket selling with greater confidence and authenticity. His philosophy centres on empathetic listening, relationship-building and “selling without selling”—helping prospective clients make informed decisions without relying on aggressive pressure tactics. Jay is also the host of *The Sales Ninja Show Podcast*, where he shares conversations and practical lessons about sales, entrepreneurship and business growth. - The work ethic Jay learned from his immigrant parents and grandmother - His transformation from an extreme introvert into a confident communicator - The role faith has played in his personal and professional journey - Why visualisation works only when it is supported by practice - Moving from corporate banking to ten years in pastoral ministry - How pastoral skills such as listening and serving transferred into sales - Jay’s transition from high-ticket closer to sales coach - Working through imposter syndrome and self-doubt - Why failure can be an essential part of learning - Building relationships instead of relying on pushy sales tactics - The difference between doing something “to” a customer and doing something “for” them - Jay’s advice to his younger self: risk more, act sooner Books Mentioned - *StrengthsFinder 2.0* by Tom Rath - *The Sales Acceleration Formula* by Mark Roberge - *Sell Like Crazy* by Sabri Suby - *How to Win Friends and Influence People* by Dale Carnegie - *Mindset* by Carol S. Dweck - *Psycho-Cybernetics* by Maxwell Maltz - *You Were Born Rich* by Bob Proctor During the conversation, Jay also discusses *Sell Without Selling*, a book project he described as being in development at the time of recording. - LinkedIn - Sales Ninja - The Sales Ninja Show Podcast Think2Thrive shares honest stories and practical lessons from entrepreneurs and experienced professionals, helping listeners better understand the mindset, decisions and actions behind meaningful success. Hosted by Adrian Treacy.