Possibility of Practicing Effectual Selling by Non-salespersons

This research is a case study to examine the question “How can we sell without selling?” in accordance with the logic of Effectuation. For this purpose, we examined the association between the activities of employees of medical management consulting firms and Effectual Selling. We used the method of collaborative autoethnography to study, initiating at the time when she was a working graduate student at a business school, through a period of having sideline works, and to the time when she started her own company. The result may motivate practitioners to take action, since it indicates that the Effectuation logic and the “Otherish” behavior by successful other-oriented givers who are non-salespeople stimulates long-term sales achievements.