Let It Be Personal: How Sally Hayes Built a Birth Worker Movement by Owning Her Magic

When you think about building your business—especially in the birth world—you probably think about marketing strategies, Instagram posts, maybe a few shiny Canva templates.
But if you’ve been at this for any amount of time, you know the truth:

Business is built on people.
Real ones.
The kind you actually connect with, the ones you trust enough to say the messy stuff out loud to, the ones who will tell you “that’s not you” when you’re about to contort yourself into a business mold that doesn’t fit.

That’s why I couldn’t wait to bring Sally Hayes, founder of Matrikas, onto the Loudmouth Lisa podcast.
Sally has built not just a brand, but a movement—a community where women lift each other up, where there’s no “competition,” and where authenticity is the only algorithm that matters.

And let me tell you… I had a total breakthrough moment talking with her.

The Moment That Changed the Conversation

Off-script, Sally got vulnerable. She told me about a time she was on the buying side of a sales call. She was ready. She was curious. But when she gave a price objection, the person selling to her froze. They backed off. They never followed up.

And in that moment, she realized:

What we think feels pushy is actually the highest level of service and love.

They didn’t “respect her no.”
They gave up on her.
They took themselves out of the game before she even had a chance to decide.

That’s when we both agreed—networking, relationships, and sales aren’t separate skills. They’re the same muscle. And the strongest businesses are built by women who aren’t afraid to use it.

Why Networking Isn’t Optional

Here’s the thing: you can’t sell to people you’re not connected to.
You can’t build trust from a distance.
And you sure as hell can’t build a business in a vacuum.

Networking doesn’t mean handing out business cards in a room full of strangers you’ll never see again.
It means finding your people:

  • The colleagues who will send clients your way.

  • The mentors who have already walked the road you’re on.

  • The peers who will cheer you on when you win and pick you up when you lose.

Sally built Matrikas on this exact principle—when you rise, you bring others with you. You don’t hide your contacts. You don’t protect your “secrets.” You open the door wider.

Authenticity as Your Sales Strategy

If you’re not showing up as yourself, selling will always feel like an act.
That’s why so many doulas and birth pros avoid it. They’ve been told to use someone else’s script, post someone else’s content, or act like someone they’re not in consults.

Here’s the uncomfortable truth:

  • If you don’t believe in your own voice, no one else will.

  • If you’re not willing to share who you are, your people won’t recognize you when they see you.

  • If you hide behind templates and trends, you blend in with everyone else.

Selling yourself isn’t about convincing people to buy something they don’t need. It’s about making it impossible for the right people to imagine doing this without you.

The Connection–Sales Loop

When you focus on authentic connection, your network grows.
When your network grows, you get more opportunities to serve.
When you serve well, you sell more—without ever feeling gross or fake.

It’s not about “closing” people.
It’s about making them feel so seen and supported that the next step—working with you—feels obvious.

Sally’s story is proof that the foundation of your business isn’t a website, a reel, or even your pricing.
It’s the people who believe in you, and the ones you’re willing to believe in before they even believe in themselves.

If you haven’t checked out Matrikas yet, do yourself a favor and start rethinking the way you network, sell, and show up.

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