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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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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 JOLT Effect
- How High Performers Overcome Customer Indecision
- By: Matthew Dixon, Ted McKenna
- Narrated by: Matthew Dixon, Ted McKenna
- Length: 5 hrs and 47 mins
- Unabridged
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In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing.
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Something to Think About
- By Anonymous User on 09-08-23
By: Matthew Dixon, and others
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Sales Pitch
- How to Craft a Story to Stand Out and Win
- By: April Dunford
- Narrated by: April Dunford
- Length: 2 hrs and 57 mins
- Unabridged
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World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.
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A very well articulated approach to turn positioning foundations (from Obviously Awesome) into an actionable sales tool.
- By BOUMZEBRA on 03-29-24
By: April Dunford
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Transformed
- Moving to the Product Operating Model
- By: Marty Cagan
- Narrated by: Marty Cagan
- Length: 10 hrs and 9 mins
- Unabridged
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Transformed: Moving to the Product Operating Model was written to bridge the gap between where most companies are right now and where they need to be. The leaders of these companies know they must transform to compete in an era of rapidly changing enabling technology, but most of them have never operated this way before.
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Common sense
- By Radim Bosticka on 04-21-24
By: Marty Cagan
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The SaaS Playbook
- Build a Multimillion-Dollar Startup Without Venture Capital
- By: Rob Walling
- Narrated by: Rob Walling
- Length: 4 hrs and 14 mins
- Unabridged
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Learn how to compete against large competitors and structure your pricing for maximum growth. Discover the four SaaS Cheat Codes that can dramatically accelerate your business's success. Learn how to avoid common mistakes that SaaS founders make and identify the right marketing approaches for your business.
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Solid
- By Phil Williams on 12-14-23
By: Rob Walling
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Jobs to Be Done
- A Roadmap for Customer-Centered Innovation
- By: Stephen Wunker, David Farber, Jessica Wattman
- Narrated by: Tim Andres Pabon
- Length: 4 hrs and 52 mins
- Unabridged
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Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.
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YouTube talks are better.
- By BizTech Readings on 12-27-16
By: Stephen Wunker, and others
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The Innovator's Dilemma
- When New Technologies Cause Great Firms to Fail
- By: Clayton M. Christensen
- Narrated by: L.J. Ganser
- Length: 8 hrs and 37 mins
- Unabridged
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His work is cited by the world's best-known thought leaders, from Steve Jobs to Malcolm Gladwell. In this classic best seller - one of the most influential business books of all time - innovation expert Clayton Christensen shows how even the most outstanding companies can do everything right - yet still lose market leadership. Christensen explains why most companies miss out on new waves of innovation.
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This book is best read, not heard
- By Andrea Rudert on 09-09-17
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Traction
- How Any Startup Can Achieve Explosive Customer Growth
- By: Gabriel Weinberg, Justin Mares
- Narrated by: Gabriel Weinberg
- Length: 7 hrs and 24 mins
- Unabridged
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Most startups don't fail because they can't build a product. Most startups fail because they can't get traction. Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely. As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die.
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Review from a marketing pro
- By SV on 06-18-16
By: Gabriel Weinberg, and others
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The 1-Page Marketing Plan
- Get New Customers, Make More Money, And Stand Out From The Crowd
- By: Allan Dib
- Narrated by: Joel Richards
- Length: 6 hrs and 32 mins
- Unabridged
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To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done.
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You Need to buy Book to get key info
- By Rosie's mom on 10-23-18
By: Allan Dib
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The Challenger Sale
- Taking Control of the Customer Conversation
- By: Matthew Dixon, Brent Adamson
- Narrated by: Matthew Dixon, Brent Adamson
- Length: 5 hrs and 43 mins
- Unabridged
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The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.
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Bellow average book
- By Elias Karráa on 08-11-19
By: Matthew Dixon, and others
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The ChatGPT Millionaire
- Making Money Online Has Never Been This Easy (Updated for GPT-4)
- By: Neil Dagger
- Narrated by: Lee Goettl
- Length: 3 hrs and 11 mins
- Unabridged
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ChatGPT is going to forever change how we use the internet. We currently live in a world where businesses are paying hundreds of dollars to people for writing engaging articles and blogs, and thousands of dollars per month for social media marketing and SEO.
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use ChatGPT and 30 minutes of research instead
- By Amazon Customer on 06-19-23
By: Neil Dagger
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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- 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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- 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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- 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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