In the world of sales, we’re taught to “Always Be Closing.” But what if that traditional approach is holding you back? In her upcoming book, Never Ask for the Sale, Sue Heilbronner argues that the explicit “ask” can actually put you in a subordinate position, making you seem desperate.
Instead, she advocates for a new approach based on Equal Business Stature. This means approaching every sales conversation as a peer-to-peer dialogue between equals. Your role is not to beg for a sale but to provide insights, solutions, and expertise. By focusing on delivering value early and often, the close becomes a natural, mutual decision, not a desperate plea. This shift in perspective helps you build trust, establish authority, and create more authentic relationships. Don’t miss the full interview on the “Expert Inside Interview” series for more actionable insights on how to sell without desperation.
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