Sales effectiveness is not a new theme on our podcast, nor in the sales world in general. But for many salespeople, it's still something mysterious, and they don't quite understand why they should even bother about it. In fact, we're also wondering... How does sales effectiveness translate into win rates and why are elements of a differentiated buying experience the most important factors that influence a buyer's choice of vendor? To shed light on this important topic, we are joined by Andy Paul, Host of The Win Rate Podcast, author of "Zero-Time Selling: 10 Essential Steps To Accelerate Every Company's Sales," "Amp Up Your Sales," and his new book, "Sell Without Selling Out: A Guide to Success on Your Own Terms."