How to Sell Without Selling Out (Part 2) w/ Andy Paul

Outbound Sales Lift

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#75: Listen as Andy Paul, host of the "Sales Enablement Podcast" and author of the upcoming book, "Sell Without Selling Out," discusses the human side of selling in Part 2 of our interview. He covers what training works best for new hires and why starting with a humanistic approach is ideal.

Don’t feel like listening? Read the Episode Cliff Notes instead below:

Demonstrating Expertise and Integrity (0:22)

Starting strong comes down to making a connection, being sincere, and having a genuine interest in learning about them.

Make sure you understand what is most important to them and see how you can help them get it.

Curiosity is more about questioning; you’re learning and gathering information. But there’s also a question the buyers ask, and it’s rarely asked aloud.

We answer it through operating with integrity, making sure our motivations are abundantly clear to the buyer that we act in alignment with those motivations and demonstrate our competence.

Then you need to keep them by evolving as their needs change.

Understanding Uniqueness (5:45)

Look for opportunities to go back, revisit, and understand more about your buyer’s situation when things change based on new information.

The spontaneous insight that we collectively arrive at later in the sales process is the most impactful.

Now the buyer understands how smart we are because we gave them insight right at the beginning and evolved it to meet their needs.

Questions that trigger insights on the buyer’s part are infinitely more powerful and impactful than the pre-packaged ones we deliver at the beginning.

The heart of the matter is that every customer is unique and different, so their answers and needs will all be different.

Andy’s definition of business acumen for sellers is not understanding how one situation is different from another. Understanding that difference is an opportunity.

New Hires and Training (9:46)

Too many sellers think they need to have all the answers right away. And when you think of all the answers, selling becomes more of a zero-sum game because you will persuade people to buy.

That’s not a very productive way to go about things, and you shouldn’t feel compelled to have the answers.

For many sellers, learning about business independent of your selling is learning about business. Learn how to read financial statements, Republic filings for public companies, and how a company operates.

Being an SDR or any entry-level sales job is a tough job. Andy urges companies to hire old SDRs because they might do a better job and find another entry-level role for new sellers.

It’s a different language, so teach your new hires to be human before you try to teach them how to be sellers.

Andy’s Bio:

Andy’s hit “Accelerate Your Sales” podcast was acquired by ringDNA in 2020. Since re-named “Sales Enablement with Andy Paul”, the show continues to inspire thousands of sales professionals each week. Andy has also written two award-winning sales books, “Zero-Time Selling” and “Amp Up Your Sales”.

He is ranked #8 on LinkedIn’s list of Top 50 Global Sales Experts. And he has consulted with some of the biggest businesses in the world including Square, Philips, Grubhub, and more, making him one of the leading voices in the sales industry today.

Important Links:

AndyPaul.com

Andy’s LinkedIn Profile