Never Ask for the Sale

“Never Ask for the Sale embodies some of the most important lessons I share with our entrepreneurship students. I encourage early entrepreneurs to focus on building meaningful relationships first, and exploring valuable benefits from this foundation. Not to try to close from the first word. From here, passionate ambivalence is a key mindset to amplify those efforts.”

–Erick Mueller, Executive Director Leeds School of Business, University of Colorado

“This book is as much about leadership and inspiring followership as it is about selling. Sue nails the importance of setting an aspirational goal, showing up authentically and turning down the volume on limiting beliefs if you want to build something that matters.”

–Founder & CEO, Evergreen Services Group, Jeff Totten“Never Ask For The Sale is Sue Heilbronner in her genuine genius. This book delivers the very direct and clear style of no bullshit communication that has made her a leading speaker, coach and mentor for decades.”–Dave Query, Chef / Founder, Big Red F Restaurant Group“Sue’s NEVER ASK FOR THE SALE captures exactly what founder-led selling should look like–relentlessly passionate yet ambivalent about the outcome. This book is a great-read for any entrepreneur who wants to build thriving businesses by aligning their value proposition to their zone of genius and authentically engaging with their network, community, and customers to bring their vision to life.”–Godard Abel, serial entrepreneur and CEO of G2.com“Never Ask For The Sale is a game changer. After reading it, I was immediately inspired to respond to an indecisive coaching prospect with radical candor (and confidence), - telling him that I’d prefer not to ‘sell’ him on me as a coach, and that if he didn’t have a full body yes to working with me to move on. The next day he signed a six month coaching engagement with me.”–Heather Frick, CMO, Executive Coach, Advisor“In a world noisy with hacks and hustle, Never Ask for the Sale offers something quietly radical: a return to self. Sue Heilbronner has crafted a refreshingly honest guide for anyone who sells themselves–coaches, consultants, creatives, and solopreneurs alike. Her concept of ‘passionate ambivalence’ is a deeply grounded philosophy that honors authenticity over persuasion, presence over performance. This isn’t a book about selling. It’s a book about becoming someone worth buying from–because you believe in the value of your own damn work.”–Jerry Colonna, author of Reunion: Leadership and the Longing to Belong and CEO, Reboot.io“Sue is a gifted passionate, conscious seller. Making connections, spotting opportunities, and growing businesses all fall into her zone of genius. This book helps sellers align their work with their greatest gifts and genuinely offer themselves with candor, optimism, and a healthy level of detachment around outcomes. This recipe resonates deeply with me.”–Jim Dethmer, coauthor of The 15 Commitments of Conscious Leadership“Sue is a masterful coach, leader, and businessperson. She’s not just smart; she is able to explain how to be smart in real-world situations. Whatever upper limits you’ve placed on your own ability to grow your business, Never Ask for the Sale will help you get over yourself (!) and get it done.”–Scott Peppet, President, Chai Trust Company