# Finding the Fit: How the Seller and Buyer Can Work Together so Everyone Wins w/ Ian Altman

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-08-18
- Length: 31m
- Episode: 10
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-603d2dfb-885e-411d-a114-f28148c4562c

## Summary

Ian Altman, co-author of Same Side Selling and founder of Same Side Selling Academy, explains his methodology for B2B sales that prioritizes buyer-seller alignment over adversarial negotiation. He details the 'Same Side Pitch,' which leads with the customer's problem and desired outcome rather than vendor features, and discusses how to structure case studies to focus on results. Altman also advises manufacturers on pivoting to helpful content marketing during the pandemic to replace trade shows, emphasizing that vendors should act as educators to build mutual understanding.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=51) Introduction: Ian Altman and Same Side Selling
- [4:58](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=298) The Origin of Same Side Selling and Buyer Perspective
- [8:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=531) The Same Side Pitch: Entice, Disarm, Discover
- [15:05](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=905) Applying the Pitch to Manufacturing Clients
- [18:57](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=1137) Being an Educator: Building Mutual Understanding
- [22:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=1368) Pivoting to Content Marketing During the Pandemic
- [28:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia#t=1702) Inbound vs. Outbound and Being a Resource

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Same Side Selling (product)
- Same Side Selling Academy (company)
- Gorilla 76 (company)
- Upside Down Selling (product)
- They Ask, You Answer (product)
- Growth In Crisis (product)
- Amazon (other)
- LinkedIn (other)

## Related episodes from other shows

- [Leveraging Data to Stop Selling Naked | Sales & Marketing Game Changers Mini-Series | Ep. 2 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-18-leveraging-data-to-stop-selling-naked-sales-marketing-game-changers-mini-series) (Manufacturing Happy Hour)
- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [S6E42 Ramzi Marjaba | From Idea to Approval: Persuasion for Engineers](https://hardwarepodcasts.com/podcast/being-an-engineer/2025-10-17-s6e42-ramzi-marjaba-from-idea-to-approval-persuasion-for-engineers) (Being an Engineer)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-18-finding-the-fit-how-the-seller-and-buyer-can-work-together-so-everyone-wins-w-ia. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.