Ep. 223: Motivating and Equipping Non-Sellers to Sell

In the latest episode of Sales with ASLAN, Tom, Tab, and special guest Marc explore one of the most important (yet often overlooked) dynamics in modern B2B sales: the rise of the non-seller.

Engineers, consultants, lawyers, and other technical experts are now more involved than ever in influencing buying decisions. But here’s the problem, they don’t see themselves as “salespeople.”

And that’s exactly where the opportunity lies.

Watch the 43 minute episode below:

Understanding the Non-Seller Mindset

Non-sellers are experts by trade. They’re problem solvers, advisors, and specialists. So when they’re asked to “sell,” many recoil, associating sales with pressure tactics or persuasion for persuasion’s sake. But as Tom Stanfill explains on the podcast:

“Selling, in its purest form, isn’t about convincing. It’s about serving. It’s about helping someone make a decision that’s in their best interest.”

The shift isn’t about changing who they are. It’s about reframing how they influence others. Instead of seeing sales as pitching, non-sellers need to see it as leading clients toward better outcomes.

Why the Traditional Approach Doesn’t Work

In many organizations, sales enablement for non-sellers still revolves around presenting features or providing dense technical information. But today’s buyers are inundated with information already. What they lack is clarity, confidence, and direction.

According to research originally conducted by CEB (now Gartner), B2B buyers are now 57% through their buying process before they ever speak to a supplier. They don’t need more facts, they need a trusted guide. And that’s where traditional approaches fall short.

“We assume information alone will drive change,” Tab Norris adds. “But if someone’s stuck in a certain way of thinking, facts won’t move them, only influence will.”

In other words, if your expert is defaulting to a lecture, they’re missing the chance to truly serve.

Reframing the Role: From Technical Expert to Trusted Guide

The podcast breaks down a new model: proactive influence through discovery. Instead of showing up to “present,” non-sellers should show up to explore, to ask questions, uncover hidden issues, and align their expertise with what matters most to the client.

This is the heart of ASLAN’s “Other-Centered® Selling” philosophy: putting the customer’s world first, not your solution. That’s when influence becomes natural, not forced.

A few practical tips from the episode:

• Ask for permission to explore the problem together.

• Focus on the client’s desired outcomes, not just the features of your product or service.

• Avoid information overload: simplify, clarify, and guide.

• Reframe objections as opportunities to understand deeper resistance.

Why This Matters Now

As buying teams expand and decisions grow more complex, non-sellers are becoming the key influencers in the room. Companies that equip their technical teams with the right tools to influence, ethically and effectively, gain a serious competitive advantage.

And buyers? They don’t want another sales pitch. They want someone they can trust.

How ASLAN Can Help

If your team includes consultants, engineers, solution architects, or other experts who interact with clients, it may be time to rethink your sales enablement strategy. At ASLAN, we specialize in equipping non-sellers with the mindset, skillset, and confidence to lead customer conversations, without ever feeling like they’re “selling.”

From interactive workshops to real-time coaching with our new ASLAN+ platform, we provide tools that fit into your team’s daily workflow.

Listen to the full episode of Sales with ASLAN on Spotify, YouTube, or wherever you get your podcasts.

Learn more about how ASLAN can help your team move from technical expert to trusted advisor. Contact us today.