For a lot of us, selling feels icky. Our stomachs tighten at the thought of reciting features and benefits, or pressuring customers into purchasing. It’s really not our fault. We weren’t taught how to sell, plus we’ve been sold before, leaving us with a bitter taste.
Here’s the thing, sales does not have to feel icky for you or your customers.
In fact, with the right approach, sales can be an empowering experience for all.
Bob Moesta, lifelong innovator and co-architect of the “Jobs to be Done” theory, shares his approach for flipping the lens on sales. Bob, along with co-founder, Greg Engle, shifts the focus of sales from selling, to helping people buy and make progress in their lives–demand-side sales.
In the book, Demand-Side Sales 101, you’ll learn to really see what your customers see, hear what they hear, and understand what they mean. You’ll not only be a more effective and innovative salesperson–you’ll want to help people make progress.
Who is Demand-Side Sales for?
The goal of demand-side sales is to reframe the way YOU think of sales—to flip your lens and perspective. Great salespeople don’t walk around in a sharkskin suit, selling for the sake of profit.
Great salespeople are real people, they ask questions, they listen, they learn, and they help you make progress in your life. Salespeople help customers solve problems and make progress in their life.
Instead of pushing their product, they represent their product and how it fits into your life.
Sales is about perspective, think concierge, mentor, or a coach, not an order taker. It’s about looking through your customer’s eyes, seeing what they see, hearing what they hear, and understanding what they mean.
Reviews for Demand-Side Sales
“Bob has already brought the benefit of applying his JTBD principles to two of the three most important areas in business: product strategy and marketing. This book tackles the third and arguably the most important: Sales. Most sales gurus obsess about how to sell. Bob instead invests his time in the more important and underserved side of the equation: how people buy. The result is a fresh perspective and new ideas for an age-old trade.”
—Des Traynor, Co-founder & Chief Strategy Officer, Intercom
“Immediately intuitive but incredibly rich; thinking in Jobs moves you from anecdotes wrapped in business jargon to casual insights in the language of your customers.”
—Andy Weisbecker, Sr. Director, Digital Experience, Target Corporation
“Bob applies his engineering mindset to the sales process. His unique perspective puts a new spin on sales that shows the reader how to sell from the buyer’s perspective. What results is a thoughtful and comprehensive book that equips you to look at sales through a different lens, with frameworks that make it easy to apply the theory.”
—John Roselli, General Manager, Bose Health