Learn how to lead with calm authority, command respect, and handle any difficult person and conversation in business — with confidence and grace.

Are you a woman running a successful service-based business, but you constantly find yourself biting your tongue:

holding back what you really think or feel with your clients, prospects, or team – because you don't want to create friction, and risk damaging or losing the relationship?

And do you notice that after holding it all in for so long, something tips you over the edge – and you swing to the other extreme, losing your temper, coming across harder or more reactive than you intended – and feeling bad about it afterwards?

Then you know that neither option actually works:

  • The first one makes you likeable but doesn't get you what you want.

  • The second may get you what you want in the short run, but it pushes people away.

I’m Anita Cavrag, I’m a psychologist and business coach, and I teach women entrepreneurs the KEY SKILL that enables them to:
a) persuasively express what they want and need,
b) set boundaries that protect their time and energy, and
c) navigate conflicts and tension in all their business relationships.

That skill is called ASSERTIVENESS.  

An 8-week coaching & training program for Female Founders who want to become assertive.

So here’s my invitation to you:

In my coaching program, I’ll show you how to communicate with powerful, yet elegant authority in your key business relationships – with your prospects, clients, and team members.

You will learn how to handle difficult conversations with them – such as managing excessive/last minute/outside hours- client requests, late payments, underperforming staff, prospect indecisiveness, stalling and ghosting, and typical objections they raise during sales calls.

And you will learn how to do it in a way that is firm, but also respectful and kind, i.e., without resorting to any aggressive or conniving tactics that could damage your relationships and reputation.

As a result, you will feel emotionally grounded and confident in business conversations that you typically find stressful or draining, and you’ll be skilled at handling them effectively. 

Take a moment to read the program structure, and fill out the application form below. I’ll take time to review your form personally, and I’ll get back to you in a day or two.

Assertiveness Coaching & Training Program Structure

Over the course of 8 weeks, we’ll work together 1-on-1 to:

We’ll dismantle the beliefs, fears, and subconscious patterns that get in the way of asking for what you want and setting boundaries — especially your fear of conflict, which is often the biggest blocker to women being assertive in business.

You will stop being hijacked by these emotional patterns because you'll start to recognize them as they come in real time. And you will transform your relationship with conflict & tension, and learn how not to fear them but handle them with confidence and grace.

  1. Dismantle the subconscious patterns that block you from stepping into your power.

You’ll learn how to set clear standards and boundaries in your business with clients and your team, and how to act when people are not complying with them. You’ll learn strategies for communicating your standards and boundaries clearly and confidently, so they see you as a trustworthy, principled leader they look up to and respect.

2. Set standards and boundaries that people respect.

3. Increase success rate of your sales conversations

You’ll be able to overcome the typical objections that come up in sales conversations like “I need more time to think about it” or “Can you send me more info?”, or “I can’t afford it right now”, without seeming pushy, sleazy or desperate.
That way you will never have to get ghosted, or chase after prospects while they take their sweet time to make up their mind, or give them discounts that leave you feeling like your service isn’t valued enough.


You’ll learn how to give corrective feedback to people on your team who aren’t performing up to standard in a way that helps them improve their performance but doesn’t hurt their feelings or demotivate them.

4. Improve your team’s performance

This is for you if:

  • You’re a woman who runs a service-based business, doing work you enjoy and deeply care about, eager to make a positive impact in the world

  • You’ve been running it successfully for at least 5 years and you have a proven offer that sells.

  • You have some prior self-development experience (therapy, coaching) or a high amount of self awareness, and the willingness to think deep and be vulnerable.

This course isn’t theoretical. In our weekly one-on-one sessions, we’ll go through real situations you’re currently dealing with — like problems in your sales conversations, negotiations, boundary issues, difficult client and team dynamics, or whatever you bring up — and help you prepare for them, troubleshoot what comes up, and apply what you’ve learned in real time.

5. Resolve real-life challenging situations you’re currently struggling with.


Throughout the entire program, we work on both your inner strength and the practical aspect of assertiveness:

On the one hand, we’re dismantling your subconscious patterns and fears, and growing your courage and confidence to deal with conflict. While at the same time, you’ll be learning and practicing specific communication frameworks and scripts – so you know exactly what to say in moments of tension, frustration, conflict and disagreement with the people that you work with.

The communication techniques you’ll learn are all research-based, and battle-tested, and I personally use them all the time, as they have significantly improved all my relationships (not just in business!), my confidence level, as well as my financial results. 

Are you interested?

Fill out a short Application form below and let’s see if we’re a fit!

Take me to the form

Frequently Asked Questions

  • We meet once a week on a 60-min long Zoom call for 8 weeks.

  • You get unlimited access to me via Messenger or email between sessions.

  • The structure of this program is consistent, however, I tailor my approach to fit your specific context, goals, and needs.

  • I do offer ongoing support after the initial 8 weeks for those who would like emotional and strategic support as they continue to evolve and grow their business.

    It is a year long mastermind and we can talk about it when you complete the program.

  • In between our calls you will get access to video materials and various assignments that will help you step into assertiveness.

    And in our calls, I use an eclectic mix of psychology tools to help you synthesize your insights and integrate them into your mindset. 

    • You’re a woman who runs a service-based business, doing work you enjoy and deeply care about, eager to make a positive impact in the world

    • You’ve been running it successfully for at least 5 years and you have a proven offer that sells.

    • You have some prior self-development experience (therapy, coaching) or a high amount of self awareness, and the willingness to think deep and be vulnerable.

  • The investment for this 8 week private program is in the low 4-figure range in EUR. Reach out to me for more details. Payment plans available.

  • If you’re interested, take a moment to fill out the form below, and I’ll get back to you in a day or two.

    If you’re not sure whether you’re a good fit to work with me, feel free to fill it out anyway, and we’ll have a chat.

Apply to work with me:

I’ll take time to review your form personally, and I’ll get back to you in a day or two.