September 21

Secrets to Help Clients see Value over Price – in Just 7 Minutes with Ian Altman

SBS Podcast


What You’ll Learn From This Episode:

  • Involving your internal 'non-sellers'
  • Looking through the lenses of your customers
  • How important it is to practice your skills regularly


Related Links and Resources:

He is giving away 7 scripts to shift your focus from price to results. And you can get it by just going to


Ian Altman started, sold, and grew his prior companies from zero to over one billion dollars in value. Since 2009, he has been a popular keynote speaker helping others to grow based on integrity and competing on value and results instead of price.

He’s co-author of the bestseller, Same Side Selling. You can read hundreds of his articles on Forbes and Inc. He is perennially recognized as one of the world’s top 30 Experts on Sales, and his Same Side Selling Academy is rated one of the top 5 Sales Development Programs globally.

Here are the highlights of this episode:

Most organizations that ask for Ian's help are B2B companies or businesses that sell to other businesses. These folks want to modernize their sales approach or engage their non-sellers. Non-sellers are those people in the organization who are experts but don't get that notion of selling. He sees these as symptoms; the challenge that people face when it comes to sales, marketing, and growing their business is that they are just doing what other people taught them in the past. The symptoms would be like "we have a great message but it falls on deaf ears or we get compared against inferior competitors who shouldn't be in the mix". Most organizations, roughly 10% of their entire workforce consider themselves in sales. Imagine if you can engage those other people on what they can do for the business. Unfortunately, some will start selling on price not on value or results. Many of the things that people have been taught, just aren't things that we would respond to well if we were clients. The mistakes that Ian sees is when folks feel that they are not getting results, they focus on activities rather than accomplishments. They tell people "make more phone calls. You need to have more meetings" and the salesperson would say he can do that but it's not going to drive results. Ian recently gets asked about "how can professionals develop these selling skills in a remote environment?". Well, it's all about practicing every single week, you can spend time developing your skills on a regular basis.

Ian’s Valuable Free Action (VFA): Entrepreneurs are notorious for suffering from ADD, but what Ian meant is "Axis Displacement Disorder". This is when you believe that the axis of the earth has shifted and now the world revolves around you. So you see everything through your lenses instead of our client's lenses. Therefore, Ian said to always put yourself into your client's shoes, ask yourself "how would this sound to our client? What's valuable to them is that I'm not presenting my products and services through my lenses but I'm always presenting it through their lenses.

The challenge most people see when it comes to sales, marketing, and growing their business? Is that they are doing what other people taught them in the past" – Ian Altman 

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