Winning Your Prospect’s Prospect

By Tibor Shanto
We’re all familiar with the expression “The enemy of my enemy is my friend.” Not a moto for successful selling and retention, but maybe it has some purpose. At the core, the concept points how two unrelated parties can band together for a common cause. For sales, that common purpose something other than an “enemy.” The common goal in sales is winning your prospect’s prospect.
Who’s Paying For This?
While we can take this out a few circles, you really don’t need to. The fact is that most buyers only focus on pleasing their direct customer when we help them do that better, they win, and we win. Again, this makes the people your prospect is trying to win, your responsibility as well. On the surface, this sounds reasonable, but in practice, it continues to be a struggle.
While most salespeople can speak to how their product impacts their buyers’ day-to-day