Jules White has never been one to follow the traditional sales rulebook. Internationally recognised for her bold “Live it, Love it, Sell it” methodology, she champions authentic, human-centred strategies over pushy tactics.
This is a philosophy that has not only earned her clients worldwide, but also the respect of peers who call her the “Dragon Slayer” for her entrepreneurial courage.
When the pandemic shifted networking and client relationships online, White found a simple yet powerful way to stay connected. She launched Virtual Cuppa with Jules, informal chats that gave her the chance to meet people away from the curated world of social media.
“What started as conversations often sparked on posts became real human connection,” she reflects. “Some meetings have simply led to new friendships or recommendations, while others ended with someone saying, ‘How do I work with you?’ It’s been mind-blowing to see how such a small idea could open so many doors.”
Her message to entrepreneurs who may feel invisible or uncertain in difficult climates is clear: show up. “It’s very easy to retreat when business slows down,” she says. “But if you’re hiding, no one knows about you. Staying visible is crucial. Be present on social media, and most importantly, show up as the real you.”
That visibility, combined with hard work and authenticity, helped White earn recognition at the 2019 Woman Who Achieves Awards. Surrounded by what she describes as “incredibly talented entrepreneurs”, she hadn’t expected to win. “It was a total shock,” she recalls. “I was just proud to be a finalist. But winning made me reflect on my achievements and the fact that I now work all over the world. Who knew?”
For startups and young entrepreneurs eager to carve out their path, White’s advice is rooted in passion and pragmatism. “Do something you love,” she says, “because when you love it, everyone can see it. But don’t underestimate the work it takes. Building a business isn’t about doing a couple of things and waiting for results. It’s hard graft. So love what you do, work hard, and be real.”
Looking back on her own journey, she credits her success not only to resilience but also to her deeply held values. “Integrity has always been huge for me, along with a love of people,” she explains. “Sales is about empathy. I love stepping into someone else’s world and seeing it from their perspective. It’s fascinating, and it creates real connection.”
Resilience, too, has been a defining theme. “I’ve always tried to stay positive,” she adds. “My dad used to tell me, ‘There’s no such word as can’t.’ That’s something I carry with me, and it’s helped me push through the toughest times.”
For Jules White, the formula for success is not complicated. It comes down to visibility, authenticity and a genuine love of people. In an era where businesses are increasingly judged on transparency and purpose, her message resonates: in sales and in leadership, authenticity always wins.
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Why authenticity wins in business: insights from Jules White
