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#218 S2 Episode 87 - Sell Without Selling Out with Andy Paul

/ 54:42/S2:E87
This episode of the Sales Transformation Podcast with Collin Mitchell features Andy Paul. Andy is an experienced sales professional, entrepreneur, and author of bestselling sales books such as Selling without Selling Out: A Guide to Success On Your Own Terms and Zero-Time Selling: 10 Essential Steps to Accelerate Every Company’s Sales. Andy talks about finding his own brand of salesmanship, and how it focuses on a buyer-centric approach, instead of a purely transactional perspective. He argues that buyers already know what they need, and that using traditional tactics such as hard selling and persuasion often doesn’t work and instead turns off potential customers. Instead, Andy recommends that sellers focus on creating a positive buyer experience, as rapport and positive relationships will rake in more revenue in the long run.

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HIGHLIGHTS

  • A different brand of salesman 
  • Always put the needs of the buyer first, even in hiring salesperson
  • People generally don't like to be persuaded
  • Modern selling should be about working with buyers 
  • Changing the perspective of what it means to be in sales
  • Don't chase numbers at the expense of customer relationships
  • Creating a consistently good buyer's experience will payoff in the end 
  • Don't work for sales, make sales work for you 
  • Look for managers that are as invested in your success as you are
  • Knowing vs Understanding the buyer

QUOTES

Andy: “I ask sales managers all the time. I see your job posting and I'm dealing with the client or something and I say, okay, here's this job posting that you got listed for a salesperson. So these attributes that you have listed, how do they help the buyer?”

Andy: “It's kind of a lunacy that we continue to have sales leadership that puts together job postings that emphasize these qualities, because in many respects, what they emphasize are behaviors that buyers resist and reject.”

Andy: “We spend billions of dollars a year in the US alone, training salespeople in behaviors that the buyers universally resist. That sounds like a good idea, doesn't it?”  

Andy: “This is the problem, right, is we've had this sort of revolution in the last 10 to 15 years with incredible technology coming to the sales space, the marketing space, and people think that the usage of that technology constitutes modern selling. And it doesn't because when you're automating antiquated, obsolete behaviors, it's not modern. It's still the same old crap. You're just doing more of it, you're amplifying it.”

Andy: “Sales is not something you do to somebody. It's something you do with somebody.”

Collin: “It's so common, you know because of this end of month, end of quarter, end of year, the vast majority of people in sales are stressed out, working long hours, trying to do exactly what you did. You know, going back and forth, forcing these orders to hit numbers so sales bosses can get their bonuses.”

Andy: “There's no shortage of studies that have been done about how people are more productive, more creative when they have more control of the choices they make.” 

Learn more about Andy in the links below:

  • Email: andy@andypaul.com
  • LinkedIn: https://www.linkedin.com/in/realandypaul/
  • Website: https://www.andypaul.com/
  • Podcast: https://podcasts.apple.com/us/podcast/sales-enablement-podcast-with-andy-paul/id1046045197

Learn more about Collin in the link below: 

Also, you can join our community by checking out @salescast.community. If you're a sales professional looking to take your career to greater heights, please visit us at https://salescast.co/ and set a call with Collin and Chris. 

#218 S2 Episode 87 - Sell Without Selling Out with Andy Paul

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