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Bob Moesta

Demand-Side Sales

Summary

The authors introduces a paradigm shift in how sales are approached, emphasizing the importance of understanding customer’s needs and helping them make progress, rather than pushing products. Understand your product’s job to be done, where the customer struggles, how they buy rather than how you want to sell, where on the timeline you are, and you’ll find yourself helping people rather than selling things. The struggle creates demand and your product / service solves the struggle.

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Key Takeaways

  1. Shift from Supply to Demand-Side Thinking: Traditionally, sales focus on the product (supply-side), while demand-side selling concentrates on understanding and solving the customer’s problem, creating a pull for the product or service by aligning with the job to be done (JTBD)
  2. Understanding Buyers’ Struggles and Goals: The core of demand-side sales lies in empathizing with customers’ struggles and defining progress from their perspective. It’s essential to know not just what customers want to achieve but also their starting point to effectively design their progress towards a solution
  3. The book introduces three frameworks to grasp customer behavior better:
    1. 3 sources of buyer energy and motivation include functional, emotional, social
    2. The 4 four forces of progress – the push of the situation, the pull of the new solution, the anxiety of the new solution, the habit of the present
    3. The JTBD timeline, detailing stages from recognizing a problem to integrating a solution into daily life. The customer must be in the right time and place to buy. There are six stages: first thought, passive looking, active looking, deciding, onboarding, ongoing use
  4. Reframe as saleseople as helpers or coaches
  5. The key to effective demand-side sales is focusing on customers’ struggles and the progress they wish to make, which creates a natural demand for solutions that genuinely help them
  6. JTBD is causation of why people buy, not correlation
  7. Always need to keep in mind the language, story, and a model of a customer’s struggling moment

What I got out of it

  1.  Demand-Side Sales introduces a novel approach to sales, focusing on understanding and fulfilling the customers’ needs rather than pushing products. This methodology, derived from the Jobs to be Done theory, emphasizes the importance of identifying what customers are trying to achieve and assisting them in making progress towards those goals.

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