Help Customers Make Progress with Demand-Side Sales

Demand-Side Sales 101
– Bob Moesta
Stop “Selling” and Start Helping Your Customers Make Progress
September 2020
Tuesday, September 29, 2020 © Bob Moesta 2020 1

I Am an
Engineer . . . . Detroit
+3500JTBD

My Second Startup –A
Countertop Company

My Approach to Sell - 1999

Bob Ericson’s Advice – “Help them Buy, Don’t Sell”
Observe

Then I
Listened &
Observed . . .

What I did . . .
Made Quoting a 1 Page, 3 step Process
Simplified the Colors to 12 (was 64)
Increased the size of our samples from 1” X 1” to 2” X 2”

The Results . . .
Sales went from $500K to almost $20 million in 18 months
Ran out of resources and had to merge with a bigger supplier

Hardest Part of any business?

Why so Few
“Sales”
Professors?
Sitting in Clay’s Office …..

Start-ups –
Why no Sales?

Lots of Practice but no real “Sales Theory”
A Lot of Practices

The thread that We pulled . . . .
“What people in Business think they know about the
customer and the market is likely to be more wrong
than right .. The customer rarely buys what the
business thinks it sells them.”
Peter Drucker- 1950

The Extreme Disconnect – Think of Cameras . . . .
The Company – The Supply Side The Consumer – The Demand Side

What Happened?
2019 – 1.2 trillion pictures are taken

How does this Happen?

Some Companies Focus too
much on “The Product” and
“Competition”

Two Dominant Perspectives: Supply-Side vs Demand-Side

Supply-Side – ”How do we sell our product?”
Sell Product & Services
“The Market”
“Personas”
“Leads”
Market
Segmentation
“Prospects”

20
“The Struggling Moment is
the Seed for all INNOVATION”
Tuesday, September 29, 2020 © Bob Moesta 2020

Demand-Side – “How does someone Buy Something New?”
Buy and Consume Product and Services

Supply-Side vs Demand-Side: Different Language & Process
”How do I Buy…….”“How do I Sell….”

Supply-Side (Product) vs Demand-Side (Progress)

So I want to ….. Re-frame the “reference” Point for Sales
From Our ”Product” + (Features & Benefits)
“The Consumer”
To Their ”Progress” + (Struggling Moments + Trade-offs)
Product
(What)
Who, Where, When,
Why, How and How Much.
“Progress”
(Who, When, Where, & Why)
What, How and How Much.
“The Product”

Supply-Side vs Demand-Side: Different Language & Process
”How do I Buy…….”“How do I Sell….”

26
“The Struggling Moment is
the Seed for all INNOVATION”
Tuesday, September 29, 2020 © Bob Moesta 2020

Humans are Creatures of Habit

Back to JTBD Basics - Why do People Buy new things?
“People don’t buy
products, theY hire
them to do a Job and
make progress in their
life!”
Jobs-To-Be-Done

Progress IS Caused – JTBD Forces of Progress

The Process of making Progress - JTBD TimeLine

What are The Dominoes that have to fall for them to
make progress? (The Set of Dominoes)
Not Random – But Caused

Sales is Supply-Side & Progress is Demand-Side
Pull
Sales Funnel

Let’s Slow it Down - The Customer’s Buying TimeLine

1 – “first thought”: 4 ways to create
• Ask a Question (and do not answer it)
• Tell a Story (that they can relate to)
• Give them a new Metric (They can make)
• State the obvious (Boldly)

2 – “Passive Looking”: Learning the Problem & Solutions
• Framing their Problem
• Searching for solutions (Very High Level)
• Building language to Discuss with others
• Deciding if it worth the effort to Switch

3 – “Active Looking”: 4 ways to create
• Seeing the possibilities
• “Orthogonal” features – one thing
at a time
• Imagining what is possible
• Magic Wand thinking

4 – “Deciding”: Making Trade-off
• Connecting the Dots & Framing
Complete Options
• Seeing real constraints - Time,
Money, Knowledge
• Picking a staring point
• Get alignment or buy-in from others
• Locking final expectations in

5 – “First Use”: On-Boarding & Making Progress
• Expectations for satisfaction are set stone
• On-boarding & Getting Started
• Feeling Progress (See & Feel)
• Make real progress

6 – “On-Going” Use: Building Habits
• Building new habits, firing old habits
• Emergent of new struggling moments
• Now that progress is reached a new
progress destination is set

That is why . . .

Autobooks – Fintech in Detroit
Chris Spiek
Chief Product Officer
(Co-Founder of Re-Wired)
Kyle Bazzy
VP Sales
Derik Sutton
VP Marketing
Translate traditional Bank
into an e-commerce Platform
Steve Robert –
CEO & Co- Founder

AutoBOoks – How Can I help?
Every 90 Days they
would end up re-
working the Demo
because it did not work
Struggling Moment?The Demo!

The Demo – Who’s timeline?
“1 Demo”
Where are they in Their ”Timeline”?

The Demo – Who’s timeline?

The Bank’s Buying TimeLine
Demo #1
Learning
Demo #2
Possibilities
Demo #3
Trade-offs
Almost “Beg”
For next Demo

How the sales process has changed:
Who
Where, When & Why
JTBD #1
JTBD #2
JTBD #3
Sales People
Bank
Prospect
Bank
Customer

Autobook Results:
• Almost ½X time to close From lead to customer + More interaction
• 2X on lead conversion
• Bonus: Program Performance + Launch– Is More Successful + Faster + LESS work ON THE
Back END.

Traditional view of Marketing, Sales & Customer Success

Demand-Side Sales Builds Alignment and Focus

Focus on the Demand-Side to Help Customer Buy!
“What people in Business think they know about the
customer and the market is likely to be more wrong
than right .. The customer rarely buys what the
business think it sells them.”
Peter Drucker

Tips to MAKE PROGRESS On demand-Side SALES
• See the struggling moments & help people over come them
• Think about progress they are trying to make
• Think about where they are in their “buying” process
• Focus on “buying language” and less on “selling language”
• Help people frame and make trade-offs by giving them contrast
Help your customers make progress!

Thank YOu
Bob Moesta
@bmoesta

Help Customers Make Progress with Demand-Side Sales

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