Allies vs. others

Prospects tend to chose industry allies and build relationships in their professional associations with other companies and peers who are similar and like-minded. In doing so, they can often become defensive when an outsider suggests they’re wrong. This can be harmful to sales people who are considered "outsiders".

Often this defensiveness takes the form of third-party validation in which a prospect might say:


“Others in the market have told me they think the same way about your company, too.”


It’s an easy thing to say, and difficult to verify. Where are these opinions coming from? Who are these "others" in the market?

"Others" refer to those insiders that your prospects are aligned with in the market. They’re influential on our prospects, and because they tend to justify opinions—right or wrong—these are opinions that matter. Its in your best interest to become allied with insiders in your market so you can have a positive influence on all those people influencing your prospect.

This pattern of communication can also apply to the dialogues people have within a company. If you only associate with those people who always share the same opinions with you, be careful. Nobody is right as often as they think they are.


Make sure you verify opinions each step of the way so "others" don't get in the way of you making the sale. At the same time, make sure you stay open minded by listening to the opinion of "different-minded" people.


Dedicated to increasing your sales,


Colleen