The partner conversation on sales calls is probably one of the worst handled things across the board.

Every piece of sales collateral says we need to get the partner on the call.

Yet, when it does happen, it ends up getting messy and with very little to show for it.

When a couple gets on the phone, most salespeople do one of two things.

1. They focus solely on one of them - the perceived decision maker.
2. They try to divide and conquer - gang up on the one who is perceived to be a handbrake.

Notice how I said perceived?

There are dynamics at play that can be very difficult to figure out.

Selling to a couple is not the same as selling to a sole person.

Both people involved in the decision could have two totally different ideas of success.

They almost always have different perspectives on what is happening right now.

You’re often the first person to help them unpack their understanding of what’s going on.

This adds another layer of complexity - they will then be talking/disagreeing with one another about what they think the problem is.

When it comes to making a decision, both partners need to feel consulted and important.

They need to feel like they were part of the process.

They both need to agree it's a good idea.

So how do you do it?

I know a lot of sales literature says to focus on the decision maker (which historically was the male), but times have changed.

They are "partners" and need to be treated accordingly.

What I mean by that; if some fast talking salesperson tried to make your partner feel like less, make you feel like they're bossy or you don't need their permission, you’d be instantly defensive.

There are two common reactions:

1. I don’t need permission, but that’s how we operate; or
2. You don’t know me like that, don’t go there.

Even if they don’t share how they feel, you’ve just created a lot of friction.

At the beginning of the call, acknowledge both partners. Thank them for coming along. Ask each person how they are, or whatever your intro process is.

When unpacking what the current problem is, one person will always speak first and speak more.

Unpack what they say. Ask them questions.

But, always, always, always ask for the other partner's understanding of the problem.

The transition is easy.

"Thanks for sharing all of that Tammy, but just quickly, Timmy, what else can you add?"

Notice how I asked “What can you add?” as opposed to “How do you see it?”

Collaborate and unite.

If they get interrupted by the other person, same thing, circle back and make sure you get their full side of the story.

Find the commonalities and differences, and then get them to unpack each one. 

If they're not on the same page regarding what the problem is, how are we supposed to work together to fix something?

They'll absolutely need to "discuss further and let you know."

When there is clarity on what the problem is, go through their version of success.

Again, ask them both in detail what it looks like in their eyes.

If you haven't already, read this newsletter on unpacking heaven.

There has to be agreement on what they want.

No common problem + common success = we need to go away and talk about this.

Then comes the decision.

The #1 mistake I see salespeople make - 2 vs 1.

It can't be 2 vs 1.

If someone is uncomfortable, remove the pressure, unpack their apprehensions.

Leave plenty of room for them to communicate.

Again, if you don’t keep them aligned towards a common solution, it’s only a matter of time until that refund request comes through, or you get a bad review from one of the partners.

Action Steps

Meet both of the partners at the start of the call - acknowledge both of them.

Give each partner enough space to unpack their version of the problem. 

The same for their vision of success. 

Get both to buy in during the pitch. 

Close them both, and make sure they’re on board.