The role of indirect sales activities by non-salespeople is becoming increasingly important as online business meetings and information dissemination via social networking sites become more common. This is similar to the role of part-time marketers (Grönroos, 1989) in service logic. With the research question "How can we practice sales without selling?", this study examined a case study of learning and practice of effectuation from the theoretical framework of effectual selling (Hughes et al., 2020). The results confirm that part-time salespeople performing the "otherish" (Grant, 2013) behaviors of successful other-oriented givers leads to long-term sales outcomes. This provides suggestions for practitioners to take action.
