Successful sellers don’t pitch their product; they help buyers make purchase decisions. In an age of rapid change, B2B purchase decisions increasingly are less tied to the product being sold and more influenced by the value of the buyer’s experience with the salesperson. In Real Selling , the newest book in his Salesworthy series, Andy Paul shows readers that the most effective way to create valuable buying experiences for their customers is to sell less and help more. For sellers, these buying experiences increasingly make the difference between winning a big deal and losing it. By helping more and selling less, they increase their win rate. Paul clearly lays out how human-centric sellers can connect with the buyer to build credibility and trust, deploy their curiosity to identify and understand the outcomes that are most important to the customer, and then help the buyer make the decision that achieves them. The modern buyer is looking for salespeople who can flexibly adapt how they sell to align with how the buyer actually makes their decisions. Real Selling gives modern sellers a valuable and practical step-by-step guide to create differentiated and memorable buying experiences and win more deals.