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We spend too much time trying to “sell” to people who are not a good fit for our business. How many business cards for people who will never use your service do you need? The answer is zero. We also often use violent sports or battle analogies to describe the process of selling which creates adversarial atmosphere. Instead of these approaches, we should be thinking of selling as solving problems. Ian Altman calls this “Same Side Selling.”

To get into Same Side Selling, you need to have a mindset shift from “closing” to “fit.” Your job is to ask the right questions so the buyer convinces themselves that you can solve their problem. You put out the right information, and they decided that you’re the right fit.

Ian Altman inspires audiences with a modern approach to grow business with integrity. As a CEO for two decades, Altman founded and grew his own business-services and technology companies from zero to over $1 billion in value. This business success, backed by years of researching how customers make decisions, established Ian as a leading authority on accelerating business growth.

To learn how to master Same Side Selling, listen to this episode now.


“Become an expert at getting to the truth with the buyer.” – Ian Altman

Highlights –

  • We’re often our own worst enemy when it comes to price versus value.
  • Selling is more like putting a puzzle together- both sides need the right piece.
  • The person who was selling used to know more than the buyer. Now the buyer has a ton of information available to them.
  • There are three personas in the world of sales: an order-taker, a salesperson, and a subject matter expert.
  • Your goal should be to attract all the people who could be a good fit for you without attracting a single one who isn’t.
  • Entice by sharing the problems you solve. Disarm by acknowledging that not everyone is a good fit.
  • The finish line for the seller is the sale; the finish line for the buyer is the results they need.
  • It’s not about how much it costs, it’s about the impact on the bottom line

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  • Music by Jawn


Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”