<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

To Sell as a Peer, You Have to Go There

Anthony Iannarino
Post by Anthony Iannarino
May 13, 2016

There are dozens of situations in sales (and many other human interactions) where the conversation you need to have is uncomfortable, difficult, and risky. It’s easy to allow your fear to prevent you from engaging in the conversations necessary to move things forward and instead, avoid the topic altogether.

Your fear will tell you not to “go there.” But not “going there” is to fear the wrong danger. The safest course of action is to “go there.”

Leading With Your Higher Price

You don’t want to talk about your price during an early sales interaction because you know it is higher than your competitor’s price. Because you won’t “go there” your dream client thinks you are hiding something, namely that you aren’t worth that much more.

Change or Suffer the Consequences

You don’t want to talk about how your prospect’s current state is untenable, how it’s hurting them, and how much they are putting their future at risk. You believe that you are better served by talking about what you sell. Without “going there,” you never create a compelling case for change and your prospect doesn’t take action.

Asking for Access

It makes you uncomfortable to bring up the subject that the contact you are working with is going to need to bring other people from her company—including some who will oppose any change initiative—in order to move forward together. But if you won’t “go there” you will avoid making your contact uncomfortable and you will also avoid winning a deal.

Resolve Their Concerns

Your dream client has concerns. They’re not sure that you are going to deliver the results you promise. They’re also not sure if they’re making a good decision. They’ve hinted that they’re worried that they aren’t going to fare well should your initiative fail. You know these concerns exist, but you don’t want to “go there” for fear of making things worse. Your avoidance only makes it more unlikely that your prospect can give you a “yes.”

You sell as a peer, not as someone who is fearful, subservient, and unsure of themselves. A peer doesn’t fear “going there, they embrace the difficult issues and the sticky situations. That’s what makes them a peer.

“Going there” breeds trust and confidence.

Sales 2016
Post by Anthony Iannarino on May 13, 2016

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square
salescall-planner-ebook-v3-1-cover (1)

Are You Ready To Solve Your Sales Challenges?


Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now is working, even in this challenging economy. Would you like some help?

Solve for Sales

Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my Guide to Becoming a Sales Hustler eBook for FREE!