Understanding Same Side Selling with Ian Altman

Ian Altman, a CEO for over two decades and author of Same Side Selling, sees a big issue with common sales metaphors that relate selling to sports or battles. This is because in these types of scenarios, one person wins and another loses. In this interview and in the book, Ian focuses on the buyer’s perspective as well as the seller’s point of view and how they can work together and not against one another.

Topics in Same Side Selling

• The adversarial traps that pit buyer and seller against each other and how to get them on the same side
• The puzzle metaphor