The I/We Effect

Understand Your Buyer > Selling Communication Basics > The I/We Effect


What is it?

The I/We Effect looks at the difference in connection and engagement between using the word “I” and the word “we” in a sales conversation. Using “We” in early sales conversations has been proven to perform better.


Why does it work?

It works because as buyers, we want everything to be focussed on us. We want to feel like the people we are buying from understand our needs, are capable of delivering and are on our side.

Using the term “we” solidifies the relationship between buyer and seller as it portrays a unity and a “team” effort that using the word “I” completely eliminates.


How can you use it?

In early stage sales conversations, using the word “We” is much more effective at establishing a bond and creating unity between you and your potential client. Taking a “team” approach to your client engagements and being “on their side” makes the sales transaction run more smoothly and feels better too. It all starts with “We”.


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