764: Andy Paul | Sell Without Selling Out

Are you listening to what your buyers really want? In this episode, Andy Paul, a global sales expert and Sell Without Selling Out author, shares how to take charge of your own career without selling out to outdated, ineffective sales methods. He reveals the four Sell In pillars that are the indispensable instruments of selling and touches on the importance of being the reason the buyers make a decision to purchase something from you. Let's dive in!

Andy has been in sales for over four decades. His first sales job was selling women’s shoes at JC Penney. He has sold everything from computers to small businesses to complex communications systems that sold for tens of millions of dollars to some of the world’s largest enterprises in his professional career. He closed hundreds of millions of dollars in products and services before starting my own company.

 Key Highlights:  

[00:01 - 07:53] Opening Segment 

Why Andy decided to write Sell Without Selling Out

What’s the role of a salesperson

Selling in vs selling out

What can lead to poor customer experience in the selling process 

[07:54 - 15:27] Your Job As a Salesperson

Be very intentional about creating a buying experience that differentiates you from competitors

Common characteristics of a salesperson that’s selling in vs the one that’s selling out

Connection, curiosity, understanding, and generosity

How you can build trust with and human connections

Andy’s outlook on the “objection” handling process 

[15:28 - 25:41] Keep An Open Mind

Andy shares how he started his selling journey

How Andy gained knowledge about sales 

Check out the Sales Enablement Podcast

The correlation between introvert sellers and extrovert sellers 

[25:42 - 31:35] Be True To Yourself 

You have to find out what works for you as a seller

Make sure you’re the reason the buyer makes a decision to purchase something from you

You must serve the needs of the customers

Why you should take responsibility for your own success 

[31:35 - 36:10] Closing Segment

Want to connect with Andy Paul? Head to Andy Paul, a proven framework to increase win rates and shorten decision cycles without the sales behaviors buyers hate.

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Tweetable Quotes: 

“If you think that your mission as a salesperson is to persuade a buyer to buy a product, by definition you’re selling out.” - Andy Paul

“Selling is about being intentional.” - Andy Paul

“Work in a way that aligns with who you are as a person.” - Andy Paul

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