As members of Flourish Coworking, Leslie Douglas and I have crossed paths countless times, but it wasn’t until she led a lunch and learn to demystify AI that I realized the full breadth and depth of Leslie’s brilliance. Via her work with The Grove Coaching, Leslie focuses on making sure people know that sales doesn’t have to feel pushy, scripted or performative. Her work focuses on helping women build revenue in a way that feels aligned with who they actually are, and that is definitely empowering. Leslie helps individuals and teams develop human-centered sales skills, clearer messaging and productivity systems that work with real brains (especially neurodivergent ones). As sales is one of the most powerful career paths available to women, Leslie is on a mission to help more women feel confident stepping into it and thriving there. Enjoy this peek inside the mind and heart of this absolute rock star, including brand photos by our mutual friend, the amazing Amy Paulson!

About Leslie Douglas

Leslie Douglas is the founder of The Grove Coaching, where she helps women in sales and leadership develop human-centered sales skills, productivity systems and messaging that actually fits who they are. She is also the Head of Sales at EMMIE Collective and the host of the Sell Better Daily Sales Show, where thousands tune in for tactical, no-fluff sales advice.

With 15+ years in sales and more than 10,000 reps trained across 19 countries, Leslie has helped over 80 brands build pipelines and sell with purpose, all without sounding like robots. She’s trained teams at companies like Ford, Zoom and Coldwell Banker, being known for helping sales professionals find their voices, ditch the buzzwords and build authentic client relationships.

Leslie is a LinkedIn Top Sales Voice, an award-winning sales coach, one of SalesIntel’s Top 100 Female B2B Pioneers and a Top 300 Woman Making an Impact in B2B SaaS. She’s been featured in Forbes and regularly works with sales teams as well as organizations through workshops, keynotes and training programs focused on building revenue through trust, clarity and human connection.

First Friday Female Founder Feature:

Leslie Douglas

How would you describe the company you founded and its products?

The Grove Coaching helps women in sales and leadership find language, systems and strategies that actually fit them.

Sales has somehow become this strange performance art. The moment we say the word “sales,” people either stiffen up or feel like they have to become a different character. I don’t believe that.

I teach human-centered selling. Clear problem-based messaging. Productivity systems for real brains. Especially neurodivergent ones. And leadership that doesn’t require you to shrink yourself to succeed.

Through trainings, workshops and coaching programs, I help people build revenue and confidence without losing themselves in the process.

Why did you start your company?

I couldn’t find a version of sales advice that felt human.

There’s a big gap between what “the books” say and what it feels like to be a real person navigating money, identity, upbringing and confidence.

A lot of us carry stories about money, what it means, who deserves it, whether we’re allowed to want it. And I was coached in environments that believed there was one right way to sell. Mostly by men. Mostly in very rigid frameworks. That’s not true.

Women are incredibly successful in sales. We just need support systems, leadership and coaching that honors how we naturally communicate and build trust.

I started The Grove to open more doors. To help women keep their voice while building real revenue.

What has been the most rewarding part of your journey in founding this company?

Two things…

First: the community of other entrepreneurs. The spirit of sharing, cheering and genuinely helping each other has been unlike anything I experienced in corporate life. I didn’t know friendship could exist like this in business.

Second: the “ah-ha” moments in trainings. When someone lights up and says, “YES. This is what I was looking for.” Watching someone unlock a new level of confidence and getting a front row seat to cheer them on is one of the best feelings in the world.

I feel incredibly fortunate.

About what are you most proud?

I’m proud of the environment I’m creating for my daughter to grow up in.

She gets to see a woman build something from scratch. She sees the hard days and the wins. She sees persistence.

I’ve been told many times in my life to stay small. To quiet down. To not aim so high. Don’t be so extra. Those comments didn’t fuel me in an angry way; they just never felt true.

Somewhere deep down, I knew they were wrong. With a lot of fabulous people inspiring and coaching me, I kept going.

I’m proud that I trusted that inner voice.

Are you naturally organized, was it a skill you learned or is it something with which you regularly struggle, and what tips or tools do you use to stay your most organized?

In small spaces? I am naturally organized. My purse, car and drawers are immaculate.

In large-scale systems? It takes a ton of intention and effort.

As someone who is neurodivergent, object permanence is real. If I can’t see something, it may as well not exist. So I’ve built systems around visibility.

Vitamins and skincare are out where I can see them.

My daughter and I have laminated visual routines.

I use Alexa reminders for bedtime cues and phone automations to remind me that laundry is still in the washer so it doesn’t sit there for 3 days.

Organization for me is about being functional and reducing friction for future me.

As far as tips go, I think being honest with yourself on what you can REALLY commit to keeping up is where the game changer is. Have organization meet you where you are at, instead of trying to fit into someone else’s plan.

Who’s the one person who changed. your life and why?

My mom.

She modeled resilience, creativity and independence. She showed me that women can rebuild, reinvent and keep going. She has been wildly successful in multiple career pivots.

Professionally, I’ve been fortunate to have so many friends and mentors who have expanded my thinking, challenged me to take up space and continue to uplift me. Personally, my mom is the root system. So, if I have to choose just 1, it is her.

She gave me the belief that I can.

What words of wisdom would you have for someone who is overwhelmed with staying organized and / or productive?

What works for everyone else does not have to work for you.

If a color-coded planner stresses you out, you don’t need one.

If a 5 a.m. routine makes you miserable, you don’t need it.

Study your patterns. Notice when you naturally have energy. Notice how you already solve problems. Build from there.

Productivity isn’t about discipline. It’s about alignment!

Do you use technology to help stay productive or organized? If so, what’s your favorite program, app or tech tool?

Absolutely!! Maybe I am obsessed with productivity tech… Haha!

Goblin Tools helps me break down overwhelming tasks into manageable steps. You can even tell it how small you want the steps to be.

My iPhone Notes app is essentially my second brain. I keep running lists for everything: medications, restaurants, TV shows, to-do lists, travel ideas. It is searchable and syncs across devices, which means I don’t have to hold everything in my head.

Recurring reminders also come in clutch for my whole house. We use these for watering plants, for vitamins, for appointments, changing filters, so so many things. It’s simple but incredibly powerful.

Notion is my personal learning library. When I come across a great Instagram video or idea, I drop it into Notion and break it into small, learnable takeaways. Almost like creating my own little study guide. Instead of endlessly saving posts I’ll never look at again (as I was doing and using screenshots for years), now I turn them into bite-sized lessons I can actually apply in my work and life. It’s my way of turning the chaos of the internet into something useful.

How do you feel about work / life efficiency or integration in your life, including any tips or challenges for managing the personal and professional commitments in your life?

I prefer integration over balance.

There are seasons when work needs more of me and seasons when motherhood or healing needs more. I TRY to not chase perfect symmetry and to focus on sustainability.

I’ve learned to build “bare minimum” systems for busy weeks and “ideal” routines for spacious ones. Every day, I can choose the system that fits my mood and not feel like a failure. I used to think if I didn't get it all checked off then I lost the day. The flexibility in routine keeps me from burning out and being way too hard on myself.

About what causes are you most passionate?

Beautiful question!!

Women’s economic empowerment.

Neurodivergent-friendly work environments.

And modeling emotional resilience for the next generation.

When women earn and own money confidently, communities change.

What have you found to be the most effective way to relax after a long day or super long week?

Typically, art. Any form.

Sometimes painting tiny canvases. Sometimes dancing in my kitchen.

Letting go of the rigid left brain and letting the creative right brain flow take over!

What is your favorite author / book?

Hardest question yet. I am someone who LOVES to consume stories and ideas! I have taken a million little fragments from books and hold them close. Glennon Doyle’s Untamed, Rachel Rodgers’ We Should All Be Millionaires, Elizabeth Gilbert’s Big Magic….

A current fave in the sales world is Profit Generating Pipeline by the phenomenal Leslie Venetz. It focuses on building pipeline through trust and human connection rather than gimmicks, which is very aligned with how I think about sales. She is also an all-around phenomenal human, and I admire her fierce sense of self.

What are your favorite inspirational quote?

Recently, “Just because you can doesn’t mean you have to.”

What is your go-to accessory?

Gold hoops and some eyeliner, and I am ready to take on the world!

What are the fundamentals of your beauty routine?

Cleansing oil & a great moisturizer!

I will say I stopped buying all the gimmick great social media ad things when I plugged in my goals and a few pictures into an AI model. I shared all the products I owned, and it spit out an awesome routine for me… Told me what to keep based on my skin, and I saw a dramatic difference.

What is your favorite food?

A charcuterie board. It's really hard to beat great cheese.

Then, in adult lunchable form?? AMAZING!

What movie could you watch on endless loop?

Elf. No question. It stays in the DVD player year-round.

What is your favorite place that you have visited?

Indonesia. I learned a lot about myself and learned a lot from their celebration of EVERY thing.

Of the locally-owned and -operated establishments in the place you currently live, which are your top 3 favorites and why?

The Flourish Market – I love knowing that my dollar is making a difference. But it has always been more than a store; it’s a community. I’ve met some of my closest friends there, which is not something many people can say about retail. The energy, encouragement and purpose behind the shop make it incredibly special. Emily, the owner, is one of the most brilliant and encouraging women I know. She has a gift for helping people see their potential when they may not yet see it themselves.

Designed For Joy – They create beautiful products while providing employment and stability for women rebuilding their lives. Every purchase feels like a small vote for dignity and second chances. They do an incredible amount of work within our community, and you can truly feel the impact of what they’re building.

Andia’s Ice Cream – Basically pure joy in an ice cream scoop. It’s a woman-owned shop known for creative flavors and a welcoming community vibe. My daughter will never forget the day Andia took her “behind the scenes” at one of their stores on her first day of kindergarten. It’s one of those places where families gather, friends celebrate small moments, and everyone leaves a little happier. And very allergy friendly!

If you could have one superpower, what would it be?

It’s a toss-up between teleporting or the ability to blink or nod and the task is done. Like bam, the house is clean. Woosh, I am in Paris for tea. Blink, I just built a garden pathway. You know??

What advice would you give your 21-year old self?

Slow down. There is no prize for first place.

You don’t need to prove your intelligence by overworking.

Don’t lose yourself in the process. Have fun!

And you don’t need to shrink to be loved.

If you could have lunch with anyone (living or deceased), who would it be and why?

Dolly Parton and my grandmother. Dolly has built an incredible business empire while staying deeply kind, generous and grounded. Something I admire tremendously. I imagine lunch with her would be equal parts wisdom, laughter and life advice. And, for my grandmother, I’d want to ask her about the life she imagined for herself and the life she actually lived. I think those conversations help us understand where our courage comes from and remind us how far women have come and how much further we can still go.

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