Skip to content
All posts

Sell Without Selling Out - An Interview with Andy Paul

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, Jakob Löwenbrand welcomes Andy Paul—renowned sales expert, keynote speaker, and author of the bestselling book Sell Without Selling Out. With over 40 years in B2B tech sales, Andy has worked with major companies and startups alike to reshape how sales professionals build trust and close deals. The conversation explores the key principles from his book, the real reasons why deals are won or lost, and how sellers can succeed by being more human—not more forceful.

 

 

The human skills that matter most

Despite billions spent on sales tech, Andy argues that sellers haven’t become better—because they’re focused on the wrong things. Instead of relying on pitch-heavy, process-driven selling, Andy advocates for four essential human competencies: connection, curiosity, understanding, and generosity. These skills foster trust and help buyers make informed decisions, especially in competitive, complex B2B environments.

“Seven of the nine reasons buyers choose vendors have to do with human factors—like trustworthiness—not product or price.” - Andy Paul

 

 

Why generosity builds buyer trust

One of Andy’s most distinctive ideas is the role of generosity in sales. It’s not about giving in order to get something back. True sales generosity is about helping buyers make progress—on their terms. Whether that’s clarifying their challenges or mapping out outcomes, great sellers serve buyers with insight and intention, not just by following a rigid sales script.

“Helping a buyer isn’t a quid pro quo. It’s about helping them make a decision, not extracting something from them.”

 

 

Win rates depend on how you help buyers decide

Buyers make three distinct decisions in every deal: whether to make a change, how to make that change, and who to do it with. Too often, sellers skip the first two and go straight to pitching their product. Andy emphasizes that the seller who best helps the buyer define their challenges, opportunities, and outcomes becomes the front-runner. Influence isn’t built through demos—it’s earned through deeper understanding.

“If there's no change in how a buyer defines their problem or goals after talking to you, you're not adding value—you’re just another vendor.”

 

 

pexels-jimbear-998499

 

Coaching sales teams for long-term impact

For managers, the key to better sales performance isn’t more rigid process—it’s asking better questions. Andy offers four simple ones every seller should be able to answer about any opportunity: What help does the buyer need? What form will that help take? How will it help them? And what will their response be? When reps show up with this level of clarity, they shift from being product-pushers to trusted advisors.

“Sellers need to stop following a script and start following the buyer. It’s not about being the best presenter or negotiator—it’s about being the best human in the room. That’s what buyers remember. That’s what wins deals.”

 

Learn more