I’ve picked out parts of this book that I’ve found relevant (mind you, this whole book is very relevant to the work we’re currently doing as Happiness Engineers)
“Demand-side selling starts with the struggling moment. It’s the theory that people buy when they have a struggling moment and think, “Maybe, I can do better”. (page 45)
“When something’s not working the struggling moment occurs. It forces people to stop and ask themselves a question. It’s those questions that spur demand. When you study how people buy, you realize if there’s no struggle, there’s no demand – without demand people don’t buy. Once you see sales through this lens, you can help people buy and make progress in their lives.” (page 46)
“If you take the time to listen and truly understand, you will quickly realize it’s not about your product’s features and benefits; it’s about the customer’s struggling moment and the outcome they seek. How do the problem and the solution play together? There’s a yin and yang; the push and pull. Companies get sucked into thinking about the features the customer wants, as opposed to the outcomes they’re seeking. It’s the basic premise of cause and effect. Understanding the context by which people value your product will make it easier for you to understand how to sell your product. Only your customer can determine your value!” (page 57)
“Demand-side sales is about pulling people toward progress. Flipping this lens flips the role of salesperson from icky used car salesperson to a helper. When you get away from pushing your product, you start to make people feel like you’re helping them; you’re their concierge. You’re no longer the used car salesperson. A great salesperson listens first and then helps.” (page 203)
The three principles for success…
Principle #1 People buy for their own reasons. It’s more about progress than about your product or service. Your job as a salesperson is to help people make progress on their terms; it’s about more than selling and making the “almighty dollar”. Approaching sales from this mindset will set you apart as a great salesperson.
Principle #2 Nothing is random; everything is caused. Understanding the causal mechanisms of why people do what they do, down to the action level, is critical. It will help you see patterns and sell better while helping people make progress faster.
Principle #3 The struggle creates demand. The struggling moment is the seed for all sales. Where do people struggle? Helping people make progress is embedded in finding these struggling moments. So, find the struggling moment!
Asking ChatGPT
I’ve asked ChatGPT to summarize the book, which appears to be the perfect summary. What do you think?
Question: Can you summarize ‘Demand-Side Sales’ by Bob Moesta?
Answer: “Demand-Side Sales” is a book that focuses on the process of understanding customers’ needs and motivations, and using that information to drive sales. The book is based on the Jobs-to-be-Done (JTBD) theory, which suggests that customers “hire” products or services to do a specific job in their lives.
Moesta explains that traditional sales methods are often focused on the features and benefits of a product, rather than the job that the customer is trying to accomplish. By shifting the focus to the customer’s job, salespeople can better understand the customer’s needs and tailor their approach accordingly.
The book outlines a five-step process for demand-side sales:
- Understand the job that the customer is trying to do
- Understand the customer’s desired outcomes for that job
- Understand the customer’s current process for accomplishing that job
- Identify the customer’s pain points in their current process
- Offer a solution that addresses the customer’s desired outcomes and pain points
Throughout the book, Moesta provides real-world examples of companies that have successfully implemented demand-side sales strategies. He also includes exercises and worksheets to help readers apply the principles to their own businesses.
Overall, “Demand-Side Sales” offers a practical and insightful approach to sales that is focused on understanding and meeting the needs of the customer.
Conclusion – What to do?
1). Find the struggling moments and understand how to solve them. People don’t think about hiring and firing a product or service until they have a struggling moment. What are your customer’s struggling moments? They’re not what you think they are.
2). Think progress! What’s the progress your customer is trying to make? Now, enable them to do THAT. It’s the progress that matters, not your features and benefits.
Adeline Yaw - Happiness Engineer @ Automattic 