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Demand-Side Sales 101
- Stop Selling and Help Your Customers Make Progress
- Narrated by: Lauren Anthony
- Length: 4 hrs and 34 mins
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Publisher's summary
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 truth: 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 coarchitect of the “Jobs to be done” theory, shares his approach for flipping the lens on sales. Bob shifts the focus of sales from selling to helping people buy and make progress in their lives - demand-side sales.
Now, in 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.
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The Secret Lives of Customers
- A Detective Story About Solving the Mystery of Customer Behavior
- By: David S Duncan
- Narrated by: David S Duncan, Terrence Kidd
- Length: 4 hrs and 39 mins
- Unabridged
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Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them. To crack the case, start thinking like a market detective. David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why.
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Building upon the jobs to be done concept.
- By TohirT on 11-29-23
By: David S Duncan
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Product-Led Growth
- How to Build a Product That Sells Itself
- By: Wes Bush
- Narrated by: Derek Dysart
- Length: 4 hrs and 23 mins
- Unabridged
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Hi, I’m Wes Bush, founder of the Product-Led Institute. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers. But what does it mean to be "product-led"? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it? You’ll find answers to all of these questions inside this audiobook.
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A must read!
- By marianella on 12-01-20
By: Wes Bush
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7 Powers
- The Foundations of Business Strategy
- By: Hamilton Helmer
- Narrated by: Joel Richards
- Length: 4 hrs and 49 mins
- Unabridged
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7 Powers breaks fresh ground by constructing a comprehensive strategy toolset that is easy for you to learn, communicate, and quickly apply. Drawing on his decades of experience as a business strategy adviser, active equity investor and Stanford University teacher Hamilton Helmer develops from first principles a practical theory of strategy rooted in the notion of power, those conditions which create the potential for persistent differential returns.
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"Simple but not simplistic," 7 Powers is powerful
- By Trevor M. on 06-12-19
By: Hamilton Helmer
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Forget the Funnel
- A Customer-Led Approach for Driving Predictable, Recurring Revenue
- By: Georgiana Laudi, Claire Suellentrop
- Narrated by: Georgiana Laudi, Claire Suellentrop, Adam Clark
- Length: 2 hrs and 21 mins
- Unabridged
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If this sounds familiar, the problem isn’t you or your ideas; it’s that you’re guessing at what resonates with your target customers. In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the customer-led growth framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. This framework helps you get inside your customers’ heads, map and measure your customers’ experience, and uncover which tactics will actually move the needle for your company.
By: Georgiana Laudi, and others
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The Mom Test
- How to Talk to Customers & Learn If Your Business Is a Good Idea When Everyone Is Lying to You
- By: Rob Fitzpatrick
- Narrated by: Rob Fitzpatrick
- Length: 3 hrs and 50 mins
- Unabridged
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They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question, and everyone will lie to you at least a little. As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it, and it's worth doing right.
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Very insightful
- By jere on 10-26-21
By: Rob Fitzpatrick
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Hacking Growth
- How Today's Fastest-Growing Companies Drive Breakout Success
- By: Sean Ellis, Morgan Brown
- Narrated by: Sean Ellis, Morgan Brown
- Length: 10 hrs and 43 mins
- Unabridged
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An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks listeners through the process of creating and executing their own custom-made growth hacking strategy. It is a must listen for any marketer, entrepreneur, innovator or manager looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.
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Tough one
- By Amazon Customer on 10-12-18
By: Sean Ellis, and others
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The Jobs to Be Done Playbook
- Align Your Markets, Organization, and Strategy Around Customer Needs
- By: Jim Kalbach, Michael Schrage - foreword
- Narrated by: Tom Parks
- Length: 8 hrs and 10 mins
- Unabridged
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These days, consumers have real power: they can research companies, compare ratings, and find alternatives with a simple tap. Focusing on customer needs isn't a nice-to-have, it's a strategic imperative. The Jobs To Be Done Playbook (JTBD) helps organizations turn market insight into action. This book shows you techniques to make offerings people want, as well as make people want your offering.
By: Jim Kalbach, and others
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Jobs to Be Done
- Theory to Practice
- By: Anthony W. Ulwick
- Narrated by: Tom Askin
- Length: 3 hrs and 17 mins
- Unabridged
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Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1991, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that "people have underlying needs or processes in their lives, that they are addressing in some way right now" - an insight that was to become the Jobs-to-Be-Done theory.
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Practical and effective
- By Joshua D. on 01-10-21
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Start Small, Stay Small
- A Developer's Guide to Launching a Startup
- By: Rob Walling
- Narrated by: Rob Walling
- Length: 4 hrs and 31 mins
- Unabridged
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Start Small, Stay Small is a step-by-step guide to launching a self-funded start-up. If you're a desktop, mobile, or web developer, this audiobook is your blueprint to getting your start-up off the ground with no outside investment.
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Can't get past the vocal fry
- By Mahesh on 07-31-21
By: Rob Walling
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The Entrepreneur’s Guide to Keeping Your Sh*t Together
- How to Run Your Business Without Letting It Run You
- By: Sherry Walling PhD, Rob Walling
- Narrated by: Sherry Walling
- Length: 5 hrs and 54 mins
- Unabridged
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You run a business. And running a business is hard. The burden of responsibility, the weight of stress, and the loneliness of running your business are a far cry from your friends who work salaried jobs. The path of least resistance is to let the stress and isolation of starting, running, and growing a business infiltrate most aspects of your life. Over and over, we've watched our fellow entrepreneurs succumb to the mental toll and chaos of running a business. We've also experienced it firsthand as we've launched and grown our own businesses.
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A++ 10/10
- By David Colgan on 07-17-18
By: Sherry Walling PhD, and others
What listeners say about Demand-Side Sales 101
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Rafael Lua
- 04-02-22
Greatest book in sales
I really like the perspective that Bob has on this matter. The way he suggests to ask questions about how customers make decisions, changed my mind!
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- Amazon Customer
- 11-13-20
Simple but powerful
The only reason why I don't give 5 stars is a focus on B2C world whereas I would appreciate more (at least some) B2B examples. Even though I am very well aware that the basic principles that are described very clearly and thoroughly, can be apply to both.
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- Mark Gibson
- 03-08-23
Demand Side Sales 101 - a red pill for salespeople
I hadn’t heard of Bob Moesta’s work until Mark Littlewood, CEO of The Business of Software recommended I watch a couple of videos from their UK conference last year.
I knew of Bob’s long-time collaborator and mentor, Clayton Christiansen, author of “The Innovators Dilemma” and numerous other publications, and his famous quip about why people buy a ¼” drill. They don’t buy it because they need the drill, they buy it because they need a ¼” hole somewhere.
Bob and Clay created a seminal theory around why people buy any material good or service that is a considered purchase, called “Jobs to be Done.”
The theory simply states that people hire products to make progress in their lives and to get the outcomes they seek. This is an important theory for sales and marketing professionals to learn and consider in their go-to customer approach. Buyers don’t care about your product features and benefits, they care about overcoming problems, making progress, and getting things done at work, at home, and at play.
Bob Moesta is an engineer, innovator, author, thinker, and entrepreneur. He has helped thousands of people to launch more than 3,500 products in his career, everything from candy bars to household detergent to motor vehicles and SaaS software.
Bob Moesta’s book, “Demand Side Sales-101” extends “Jobs-to-be-done” thinking into an easy-to-apply framework for sellers and marketers to understand where customers are in their timeline and what they are up against when making buying decisions. Warning, reading it is like taking the red pill in the movie, The Martix. You can’t go back once you have read it.
DSS101 coverBob has had considerable exposure to traditional technology marketers and “Supply-side” thinking that obfuscates a product’s functional, social, and emotional value to consumers. Supply-side thinking comes with personas, demographics, and psychographics as well as the company-branded strapline, value prop, product features, and benefits, all content that marketers and salespeople package and spray liberally at “ideal customer” targets.
Whereas “Demand-side” thinking attempts to understand a buyer’s context and how, when, where, and why, they might hire a product to make progress.
When marketers and salespeople understand where buyers are in their timeline to change and the opposing four forces that accompany every decision to change, more meaningful communication becomes possible.
THE FOUR FORCES MODEL
The Four Forces Model conceptualizes the two forces that push a decision forward; the struggling moment, and the pull of the new, and the two forces that block; the habit of the present, and the anxiety of the new. When marketers and salespeople understand these fundamental forces they can communicate and connect with buyers in ways that create new possibilities.
4 forces
“Marketing’s job is helping to prepare people to change” – this is a phrase from Bob’s talk about the book and it’s a profoundly different way of thinking about marketing communication.
THE BUYERS TIMELINE
The Buyer’s Timeline is another interesting perspective on what happens in a buying process. Bob makes important points about when and how to demo products as the buyer advances from first thought to first use as the context of the demo and viewing audience changes.
buying timeline MAKING PROGRESS IN YOUR SALES CAREER
Selling is hard and seemingly gets harder every year. That’s why salespeople must adopt a lifelong learning philosophy to stay current and relevant in a world where salespeople who create no value are disintermediated from the process.
The future of selling as a profession is consultative and the required skillsets to compete in the arena are increasing in breadth and depth every year.
Bob Moesta’s book helped me to look beyond the surface structures that buyers present and to dig for their how and the why—the causation. To understand the social, emotional, and functional jobs they are trying to get done, that are causing them to want to speak with me. It also helped me to understand the events that drive the purchase process, where they are in their timeline and the blockers that cause deals to end in no decision.
Bob reminded me that the most important skill to master in selling (and life) is language and communication, and to listen intently to the language buyers use when they open their conversation to truly understand where they are coming from, their struggling moment, and the impact it has on them and those around them.
I strongly recommend that you read Bob Moesta’s book, Demand Side Sales 101, and then read Bob’s next book, Learning to Build… in that order.
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- Skyler Schepman
- 09-29-22
Insightful, powerful, and helpful
I enjoyed the many business cases to display the main differences in selling. Coming from a product marketing perspective it helped me understand some real-time challenges we are having in our business and how to go about them in a different way.
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- General_Patzer
- 01-12-21
Chapter Headings a Mess
I don't know who is responsible but this is a perfect example of the type of selling the books rails against:
The listener/reader's desire to know where they are in the book is ignored. Why is it difficult to label and number the chapters accurately? Otherwise, the book is useful and the performance pleasant.
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- Joey
- 06-03-24
Better than an MBA, way more than just sales in this book (product development, messaging, etc)
I got my MBA and we never even discussed Jobs to Be Done (I briefly heard about it during my undergrad). After learning about it from Moesta, Ulwick, and Christensen, I’m blown away. This is SUCH a hack to a successful product and even business. So many entrepreneurs make assumptions about the problems their (future) customers are facing, but they rarely dig deep into those problems until after they’ve build an MVP. So backwards! As Bob says, the assumptions are always wrong. Start by interviewing potential customers using the frameworks in this book, so you can understand the problem or struggling moment that cause them to buy things. From there, you can build the best product that solves the unmet, and often hidden, needs and desired outcomes (results).
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