Skip to content
Sales & Marketing

Making Trade Allies

Working with a trade ally has to be a two-way street in order to be a worthwhile endeavor.

Making Trade Allies

If you're looking for allies to help you get your projects through the pipeline, you have to find the right people.  They need to be reputable and know what they’re doing, which is no mean feat. 

Making Trade Allies

Once you’ve determined they’re the right fit, the first thing you need to do is educate them about your offering.  Secondly, you have to get them motivated to push it.  That motivation depends on the particulars of the internal champion you’re hoping to groom.  The value proposition is key because this person will be either the lubricant or the sandpaper between you and your buyer.  The more they understand about your value proposition and your motivation, the more effective they’ll be.  Both of you need to be in the best position to make sure things happen. 

Thirdly, if you’re pulling people out of their panel trucks and into a classroom or perhaps out to lunch, you still need to make it worth their time.  The same goes for a potential ally who is more corporate or sales-oriented.  If someone is lending you an open ear, you need to make it worth their while. 

I've had experience in a variety of industries concerning trade allies.  I've also had several graduates of our training come to me and say, "We've got this new product we're rolling out, and we're trying to establish a trade ally network."  The first thing I say is, "Just answer me frankly – why should a trade ally spend time pitching your product when he has a finite amount of time sitting in front of a valuable prospect.  Why would he opt to talk about your product over some other product he's representing?" 

This forces you to hammer down the clarity of the message, how compelling it will have to be.  Your trade ally has to see an obvious gain from participating and selling your offering.  Otherwise, you’re simply asking for promotion with no mention of reward.  Working with a trade ally has to be a two-way street in order to be a worthwhile endeavor.

Sales Training That Works! Selling in 6.

Mark Jewell

Mark Jewell

Mark Jewell is the President and co-founder of Selling Energy. He is a subject matter expert, coach, speaker and best-selling author focused on overcoming barriers to implementing projects. Mark teaches other professionals and organizations how to turbocharge their sales success.

SUBSCRIBE-CONCEPT-876110004_727x484

Subscribe to our Blog

Get daily “drip-irrigation” reinforcement. Each day you’ll get bits of wisdom, news, highlights of upcoming courses, and quotes to keep you inspired and motivated.

Latest Articles

Sing Your Refrain

Sing Your Refrain

Your messaging should be woven into your language like the refrain of a song, whether it’s in a voicemail, an email, or a presentation.

Selling Effectively to Homeowners' Associations and Residential Landlords

Selling Effectively to Homeowners' Associations and Residential Landlords

Selling in residential situations takes a specific kind of forethought and expertise. Here’s a primer.

4 One-page Proposal Formats

4 One-page Proposal Formats

I’m often asked how to write a successful one-page proposal. These are some templates that have worked for me over the past thirty years.