Triangulation is not only the world’s strongest geometric shape but I would argue the strongest sales and marketing concept that we can employ.
In land surveying, two points do little besides determining a distance. That third point is what provides the relative position. In sales, the idea of seeking out the decision-maker and closing the sale as pat of a direct negotiation is becoming less commonplace. The idea of collaborative type selling is taking hold but it also brings an entire dynamic to the process. It requires more evidence and often 3rd-party evidence.
Having an outside reference (3rd) point such as general use, referral, influencer, or comparison is the most powerful way of determining the value of our product/service. It is the best and strongest way to provide the needed evidence.
The Concept of Triangulation is one of the central tenants of the Business901 Marketing Action Research program. Send me a note if you are interested in learning more.