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Peer Selling: Borrowing from Engineering to Reimagine Sales Strategy
As a tech-rooted MBA student, I’ve seen immense value in cross-pollinating ideas from different disciplines. One that often fascinates me is the translation of software engineering concepts into other aspects of business. One such concept with surprising potential for sales is peer programming.
Understanding Peer Programming
Peer programming, a core practice in agile software development, involves two developers working together on a single piece of code. One person, “the driver,” actively writes code, while the other, “the observer,” provides real-time feedback, suggests improvements, and navigates any complexities. It promotes shared knowledge, reduced errors, and continuous skill enhancement.
Google's pair programming power duo! Jeff Dean and Sanjay Ghemawat
The Case for Peer Selling
So, how does this translate to selling? Here’s the idea:
- Shared Expertise: Just as peer programming pairs developers with complementary skill sets, imagine pairing sales reps based on their strengths in different product areas, presentation techniques, or industry knowledge.
- Real-Time Support: Sales interactions, especially in pre-sales, can be unpredictable. A second rep can offer real-time support, suggest alternative approaches, and help navigate objections, just like the “observer” in peer programming
- Accelerated Learning: New reps can benefit immensely from shadowing senior reps in a peer selling model, while seniors refine their skills by explaining their thought process.
Offer real-time support, suggest alternative approaches, and help navigate objections
Benefits of Peer Selling
- Improved Customer Experience: With multiple perspectives in play, peer selling provides a more comprehensive and engaging experience for potential customers.
- Boosting Closure Rates: Combined expertise and real-time adjustments increase the likelihood of addressing all concerns and reaching a mutually beneficial agreement.
- Internal Knowledge Distribution: Cross-team peer selling promotes organic knowledge transfer and raises everyone’s game.
- Stronger Sales Culture: This collaborative approach reinforces teamwork and a culture focused on continuous development within sales organizations.
How to Implement Peer Selling
While the rewards are substantial, successful peer selling adoption needs careful consideration:
- Willing Participants: Voluntary participation is crucial. Enforce a learning and growth mindset rather than internal competition. Personality and Style Compatibility: Not everyone works smoothly in pairs; find pairings that complement each other’s styles for the most effective collaboration.
- Clearly Defined Roles: Outline the expectations for the “driver” and “observer” within a peer selling interaction to ensure a productive exchange.
- Structured Debriefs: Dedicate time after sales calls to discuss strategies, alternative approaches, and lessons learned, fostering continuous improvement.
While businesses have traditionally embraced individualistic sales models, the peer selling approach offers a powerful alternative. By drawing inspiration from peer programming, sales teams can unlock collective knowledge, drive higher closure rates, and create a culture of learning and support. This strategy holds the potential to transform selling from a solo endeavor to a collaborative, customer-centric powerhouse.
What are your thoughts on this idea?
Cheers 🥂