Never Ask for the Sale: Supercharge Your Business with the Power of Passionate Ambivalence

by Sue Heilbronner

272 pages, Hardcover

Published September 9, 2025

About the author

Sue is a sought-after speaker, author, startup CEO, mentor, adjunct professor of entrepreneurship, facilitator, strategic advisor, Conscious Leadership coach, co-founder of the MergeLane investment fund, creator of the Leadership Camp training program for high-potential leaders, former federal prosecutor, and a direct and fearless catalyst for change.

Sue has the privilege of bringing her high-impact speaking, TED and TEDx-style speaker coaching, facilitation, coaching, Conscious Leadership, and consulting expertise to companies around the world. She’s worked with teams and leaders from Facebook, G2, Salesforce, Gainsight, Kiva, Uptake, Oracle, and more.

Sue has been a CEO and CRO for digital marketing, technology, and e-commerce companies since the earliest days of the Internet. She began her career as an attorney – last as a federal prosecutor with the United States Department of Justice Civil Rights Division. She transitioned to business by founding an online baby gift company in 1999, which she later sold when she joined Discovery Communications, the parent company of Discovery Channel and 15 other international networks.

Sue went on to lead companies in the interactive travel, digital publishing, e-commerce, home maintenance, and online education sectors. Sue serves as a mentor with Techstars and an adjunct professor of law and entrepreneurship at the University of Colorado Law School.

Sue is a powerful presence who inspires audiences with her authenticity, directness, quick mind, and humor.

Sue earned a BA from Oberlin College and a JD and Master of Public Policy from Duke University. She lives in Boulder and Chicago.

Reviews

[Kyle Palko · Rating 3 out of 5]

I see my own approach to selling reflected in a lot of how Sue approaches selling, which is great. However, I kept coming away from this book thinking that there is some dependency missing and I can't quite put my foot on it. It's almost like if you have true product-market fit, selling becomes easy so you don't really need to care. Which is somewhat true, but depends a lot on the years and years of work that must go into the product beforehand. I think this is a trap and survivors bias that less experienced people might not recognize.

That said, the best sales teams I've worked with do express passionate ambivalence and love doing what they do deep in their soul. Working on these teams is a delight and you should hold onto them dearly.

[Anne Janzer · Rating 5 out of 5]

If you’re someone who gets a knot in the stomach when talking about pricing, or who has an aversion to self-promotion, this book is like a balm. Sue Heilbronner aims to shift the way you think about selling. You may not approach it with the sheer joy she does, but you’ll certain get more comfortable!

I found her idea of “passionate ambivalence” incredibly useful and freeing in situations that might seem like sales skills are required. I’ve already put it to good use, and I’ve had the book less than a week.

It covers everything from understanding your personal barriers and limiting beliefs to laying the groundwork and marketing/selling yourself. Each section has practical advice. For example, I found great advice on how to write my short bio in a way that really pitches my strengths (and thus does the job of selling to people who value those strengths.)

And she does it all in a remarkably personal voice. Reading this really does feel like sitting in on a coaching session with Sue, assuming you’re willing to do the work.