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.
