Manage Smarter 291 — Never Ask for the Sale: Sue Heilbronner Defies Conventional Wisdom

HOSTED BY C. LEE SMITH AND AUDREY STRONG
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Sue Heilbronner is a dynamic leader, author, and facilitator known for her direct and fearless approach to change. With a career that began in the US Department of Justice, Civil Rights Division as a federal prosecutor, Sue pivoted from law to business, becoming a sought-​after advisor, startup CEO, and mentor.

She is the author of 'Never Ask for the Sale: Supercharge Your Business with the Power of Passionate Ambivalence,' where she advocates for a mutual, value-​driven sales process that empowers both sellers and buyers. Sue also serves as an adjunct professor of entrepreneurship, a conscious leadership coach, and is the co-​founder of the MergeLane Investment Fund and creator of the Leadership Camp training program for high-​potential leaders.

Her expertise guiding large companies in sales, conscious leadership, and business growth—combined with her unique approach of passionate ambivalence—have positioned her as an influential thought leader in both the legal and business communities.

In this podcast for sales managers and executive leadership, Audrey Strong, C. Lee Smith and Sue Heilbronner help you to answer:

The philosophy of 'never ask for the sale' is about approaching selling as a mutual process where both buyer and seller have equal standing. Sue Heilbronner emphasizes that positioning yourself as a peer rather than a subservient seller not only preserves your value and pricing power but also strengthens long-​term relationships—a key factor in high-​ticket B2B sales and lead generation.

What is passionate ambivalence?

'Passionate ambivalence' is Sue Heilbronner's concept of being genuinely enthusiastic about potential clients while remaining unattached to any single outcome, making you appear more sought-​after and less desperate. She explains that this sales methodology helps close more high-​quality deals at premium rates and is a proven strategy in SaaS sales, entrepreneurship, and professional services.

What is the alternative to relentless follow-​up emails in the sales process?

Instead of frequent follow-​ups or 'bumping' emails, Sue Heilbronner recommends sending concise, value-​driven summaries of fit calls and then letting the prospect reach back out, maintaining your credibility and price integrity. She argues that this approach, which encourages clients to make decisions without pressure, is more effective for lead nurturing and customer retention.

Make it as easy as possible for clients to give referrals and testimonials by promptly asking for permission to use positive feedback and even drafting sample testimonials for review. Sue Heilbronner advises this actionable referral strategy streamlines the process and leverages social proof, which is crucial for reputation management and trust-​building in digital marketing.

How does passionate ambivalence allow salespeople to transitioning away from the hard sell?

Sue Heilbronner recommends experimenting by applying her 'passionate ambivalence' methodology to just ten percent of your sales funnel as an A/​B test, observing results versus traditional high-​touch approaches. This incremental sales strategy encourages adaptation to a more consultative selling style, which has been shown to boost closing rates and client satisfaction.

"Make it EASY for clients to give you testimonials! Draft one for them to approve—less work for them, more social proof for you."

Sue Heilbronner

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