The Three Sides of Every Sale
- Vos Consultants
- Jun 7
- 2 min read
Updated: Oct 17
Sales Across Genres: It’s Not as Simple as You Think
When people think of global sales—across industries, products, or regions—it’s easy to oversimplify. But the reality is far more nuanced.
We’ve all heard the classic sales clichés:
“This product sells itself.” (No, it doesn’t.)
“They’re a born salesperson.” (Babies are born, not closers.)
“The toughest negotiator you’ll ever meet.” (Alright… if you say so.)
“The best salesperson out there.” (Sure, until the next one.)
“This product is one of a kind.” (Rarely true.)
These phrases sound good in meetings or pep talks, but they miss the complexity of real-world selling. Let’s go deeper—and view the sales process through a different lens.
The Three Sides of Every Sale
Every sale—no matter the industry or deal size—has three key players:
The Company
The Buyer
The Salesperson
1. The Company Side
The company wants to sell at the highest price, with the fewest discounts, and get paid as quickly as possible—ideally after spending minimal marketing dollars to acquire the customer.
Their leverage? A strong brand, a unique (or limited) product, and the ability to create demand that holds pricing firm.
2. The Buyer Side
The buyer, naturally, wants the opposite. They aim for the lowest possible price, the biggest discount, and flexible payment terms—preferably over several years and interest-free. They’re also perfectly willing to walk away if the deal doesn’t suit them.
Their leverage? Options. It’s a buyer’s market, and they know it.
3. The Salesperson Side
And then there’s the salesperson—stuck right in the middle.
They have to balance both sides:
Protect the company’s margin.
Satisfy the buyer’s expectations.
Create urgency where none exists.
Build perceived value, even when it’s hard to define.
Push for higher prices and faster payments.
Still offer enough incentive to close the deal now.
Their only true leverage? Sales skill.
And behind that, motivation. What drives a salesperson varies:
Commissions (they’ve got bills to pay)
Targets and quotas (job security)
Recognition (ego, competition)
Client satisfaction (building long-term relationships)
Brand loyalty (pride in the company and its products)
So no—sales isn’t just about being a smooth talker or a great closer. Sometimes, it’s about being the filling in an incredibly difficult, pressure-packed sandwich.
At Vos, We Look at Sales Differently
We specialise in viewing the entire sales process from multiple angles—company, buyer, and sales rep—to find creative, practical solutions.
Often, it’s about shifting perspective. Thinking differently. Being willing to try new methods, even when the pressure to hit budgets and targets is overwhelming.
So ask yourself:
Are you stuck looking at the same problem every day, with no new solution in sight?
Let’s change the angle.
Let’s talk, kevin@vosconsultants.com
