The Same Side Selling Academy is based on concepts developed by Ian Altman, Same Side Selling ensures you get the buyer's perspective. Ian co-authored the book with Jack Quarles, a long-time procurement expert.. What began as one CEO's integrity-based approach to growth is now a complete behavior-change system — guided learning, live coaching, AI-powered support, and manager-level reporting — built so any sales team can install it and make it stick.
The Same Side Selling Academy exists to solve a problem every sales leader eventually runs into: training creates access to good ideas, but it rarely creates lasting behavior change. The Academy was built to close that gap.
Members build a shared foundation in qualification, value communication, objection handling, and deal strategy — grounded in Ian Altman's original Same Side Selling framework.
Guided Sequences, real-time coaching from Same Side Coach, and live practice in Coach's Corner bring the methodology into real deals, not just theory.
A Reporting Dashboard gives leaders visibility into engagement, completion, and progress — so the approach doesn't just sound right, it shows up in the numbers.
Same Side Selling wasn't developed in a classroom. It was built, tested, and proven inside a real company — under real revenue pressure — long before the Academy existed to teach it.
He founded and grew his own business-services and technology companies from the ground up, ultimately building over a billion dollars in company value. He did it while competing against larger, better-funded rivals, and he did it without ever resorting to pressure tactics, gimmicks, or the kind of selling that treats the buyer as an obstacle to close.
$100M → $600M
That success led to a harder question: why does most sales training fail to change behavior? Years of research into how customers actually make decisions produced a conclusion that reshaped everything that followed — buyers don't resist salespeople, they resist being sold to. The moment a conversation shifts from persuasion to genuine alignment, cycles shorten, price pressure eases, and trust does the selling.
That insight became Same Side Selling, the bestselling book, and eventually the Same Side Selling Academy — built so that every organization, not just the ones Ian personally advises, can install this approach as a repeatable system rather than a one-time seminar.
Long before it had a name, the approach was tested inside real companies, applying an integrity-based method to growth under real revenue pressure.
Years of research into customer decision-making revealed why traditional sales tactics create resistance — and what replaces them when they don't work.
The approach was codified into a framework that reframed selling as alignment rather than persuasion, resonating with sales leaders across industries.
As word spread through stages, articles, and a growing podcast audience, leaders began asking for a way to install the methodology across an entire team — not just hear it once.
The Same Side Selling Academy was built to solve the problem every leader eventually faces: training creates access, but not follow-through. The Academy adds guided planning, live coaching, AI-powered support, and manager-level reporting so the methodology actually sticks — today, and long after the training ends.
The Same Side Selling Academy gives your team a proven, integrity-based methodology — plus the guided planning, live coaching, AI-powered support, and manager visibility to make sure it actually gets used.
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