Compelling Reasons to Consider Building Same Side Selling Skills

By February 10, 2022 March 6th, 2024 Sales & Marketing Advice

Last Updated on March 6, 2024 by Dave Schoenbeck

Contrary to what hardcore sales sharks might think, the art of selling isn’t actually about who wins and who loses. Instead, it is a collaborative effort focused on solving your customers’ problems when done right. This concept, called same-side selling, was made famous in a book by the same name written by Jack Quarles and Ian Altman.

Two businessmen shake hands and agree while standing on the same side of a negotiating table

In Same Side Selling, Quarles and Altman challenge that a buyer-seller relationship should never be adversarial. Think of the stereotype of the used car salesman trying to trick the buyer out of as much money as possible. Instead, the buyer and seller should work together to fulfill the buyer’s needs to benefit both parties. 

Small Business Sales Tips from Same Side Selling

At its core, same-side selling is a mindset shift allowing you to make more genuine connections with your customers. It’s an ethical sales strategy that positions you as a problem-solver rather than a people-pleaser. Gone are the days of relentless cold calls. These days, customers are hostile to many popular sales strategies of ages past. 

Instead, you need to get on the same page as your customer and believe in what you’re selling. Here are some tips to help you get there. 

  • The heart of any sales strategy understands your product or service inside and out. What problems are you trying to solve? Why are you the one most qualified to solve them? What do you do that your competitors can’t? In other words, what does your company provide that is unique?
  • You also need to understand your target customer. Clarity is doubly true when implementing same-side selling. You don’t want to see them as a potential sale—you need to empathize with them as a person with their worries, fears, and obstacles. 
  • Change the way you think about your relationship with your customers. Instead of thinking, “How can I get this person to buy my product?” you need to think about how to work with your customer to reach a common goal. The customer has a problem, and your product or service can solve that problem. The solution is mutually beneficial.
  • Skip the sales jargon and focus on the facts. It would be best to be an expert in educating others about your product or service. Don’t just tell the customer what you think they want to hear. 
  • Focus on the value that your product or service has to offer. Clarity is always a good sales strategy, but in this case, you’re not trying to hide the cost of the product or service as much as you are trying to demonstrate why it’s worth the price. People will pay top dollar when convinced they have an answer to their prayers. 

Ethical selling is an art many business leaders must cultivate over time. However, an experienced business coach can help you get there faster. If you want to learn more about same-side selling, business, and leadership, sign up for my email list to deliver my weekly blog articles to your inbox.

Coach Dave 


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