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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
Tuesday, September 29, 2020 © Bob Moesta 2020 2
My Second Startup –A
Countertop Company
Tuesday, September 29, 2020 © Bob Moesta 2020 3
My Approach to Sell - 1999
Tuesday, September 29, 2020 © Bob Moesta 2020 4
Bob Ericson’s Advice – “Help them Buy, Don’t Sell”
Observe
Tuesday, September 29, 2020 © Bob Moesta 2020 5
Then I
Listened &
Observed . . .
Tuesday, September 29, 2020 © Bob Moesta 2020 6
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”
Tuesday, September 29, 2020 © Bob Moesta 2020 7
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
Tuesday, September 29, 2020 © Bob Moesta 2020 8
Hardest Part of any business?
Tuesday, September 29, 2020 © Bob Moesta 2020 9
Why so Few
“Sales”
Professors?
Sitting in Clay’s Office …..
Tuesday, September 29, 2020 © Bob Moesta 2020 10
Start-ups –
Why no Sales?
Tuesday, September 29, 2020 © Bob Moesta 2020 11
Lots of Practice but no real “Sales Theory”
A Lot of Practices
Tuesday, September 29, 2020 © Bob Moesta 2020 12
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
Tuesday, September 29, 2020 © Bob Moesta 2020 13
The Extreme Disconnect – Think of Cameras . . . .
The Company – The Supply Side The Consumer – The Demand Side
Tuesday, September 29, 2020 © Bob Moesta 2020 14
What Happened?
2019 – 1.2 trillion pictures are taken
Tuesday, September 29, 2020 © Bob Moesta 2020 15
How does this Happen?
Tuesday, September 29, 2020 © Bob Moesta 2020 16
Some Companies Focus too
much on “The Product” and
“Competition”
Tuesday, September 29, 2020 © Bob Moesta 2020 17
Two Dominant Perspectives: Supply-Side vs Demand-Side
Tuesday, September 29, 2020 © Bob Moesta 2020 18
Supply-Side – ”How do we sell our product?”
Sell Product & Services
“The Market”
“Personas”
“Leads”
Market
Segmentation
“Prospects”
Tuesday, September 29, 2020 © Bob Moesta 2020 19
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
Tuesday, September 29, 2020 © Bob Moesta 2020 21
Supply-Side vs Demand-Side: Different Language & Process
”How do I Buy…….”“How do I Sell….”
Tuesday, September 29, 2020 © Bob Moesta 2020 22
Supply-Side (Product) vs Demand-Side (Progress)
Tuesday, September 29, 2020 © Bob Moesta 2020 23
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”
Tuesday, September 29, 2020 © Bob Moesta 2020 24
Supply-Side vs Demand-Side: Different Language & Process
”How do I Buy…….”“How do I Sell….”
Tuesday, September 29, 2020 © Bob Moesta 2020 25
26
“The Struggling Moment is
the Seed for all INNOVATION”
Tuesday, September 29, 2020 © Bob Moesta 2020
Humans are Creatures of Habit
Tuesday, September 29, 2020 © Bob Moesta 2020 27
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
Tuesday, September 29, 2020 © Bob Moesta 2020 28
Progress IS Caused – JTBD Forces of Progress
Tuesday, September 29, 2020 © Bob Moesta 2020 29
The Process of making Progress - JTBD TimeLine
Tuesday, September 29, 2020 © Bob Moesta 2020 30
What are The Dominoes that have to fall for them to
make progress? (The Set of Dominoes)
Not Random – But Caused
Tuesday, September 29, 2020 © Bob Moesta 2020 31
Sales is Supply-Side & Progress is Demand-Side
Pull
Sales Funnel
Tuesday, September 29, 2020 © Bob Moesta 2020 32
Let’s Slow it Down - The Customer’s Buying TimeLine
Tuesday, September 29, 2020 © Bob Moesta 2020 33
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)
Tuesday, September 29, 2020 © Bob Moesta 2020 34
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
Tuesday, September 29, 2020 © Bob Moesta 2020 35
3 – “Active Looking”: 4 ways to create
• Seeing the possibilities
• “Orthogonal” features – one thing
at a time
• Imagining what is possible
• Magic Wand thinking
Tuesday, September 29, 2020 © Bob Moesta 2020 36
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
Tuesday, September 29, 2020 © Bob Moesta 2020 37
5 – “First Use”: On-Boarding & Making Progress
• Expectations for satisfaction are set stone
• On-boarding & Getting Started
• Feeling Progress (See & Feel)
• Make real progress
Tuesday, September 29, 2020 © Bob Moesta 2020 38
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
Tuesday, September 29, 2020 © Bob Moesta 2020 39
That is why . . .
Tuesday, September 29, 2020 © Bob Moesta 2020 40
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
Tuesday, September 29, 2020 © Bob Moesta 2020 41
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!
Tuesday, September 29, 2020 © Bob Moesta 2020 42
The Demo – Who’s timeline?
“1 Demo”
Where are they in Their ”Timeline”?
Tuesday, September 29, 2020 © Bob Moesta 2020 43
The Demo – Who’s timeline?
Tuesday, September 29, 2020 © Bob Moesta 2020 44
The Bank’s Buying TimeLine
Demo #1
Learning
Demo #2
Possibilities
Demo #3
Trade-offs
Almost “Beg”
For next Demo
Tuesday, September 29, 2020 © Bob Moesta 2020 45
How the sales process has changed:
Who
Where, When & Why
JTBD #1
JTBD #2
JTBD #3
Sales People
Bank
Prospect
Bank
Customer
Tuesday, September 29, 2020 © Bob Moesta 2020 46
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.
Tuesday, September 29, 2020 © Bob Moesta 2020 47
Traditional view of Marketing, Sales & Customer Success
Tuesday, September 29, 2020 © Bob Moesta 2020 48
Demand-Side Sales Builds Alignment and Focus
Tuesday, September 29, 2020 © Bob Moesta 2020 49
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
Tuesday, September 29, 2020 © Bob Moesta 2020 50
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!
Tuesday, September 29, 2020 © Bob Moesta 2020 51
Thank YOu
Bob Moesta
@bmoesta
Tuesday, September 29, 2020 © Bob Moesta 2020 52

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BoSUSA20 Online | Bob Moesta | Demand Side Sales 101

  • 1. 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
  • 2. I Am an Engineer . . . . Detroit +3500JTBD Tuesday, September 29, 2020 © Bob Moesta 2020 2
  • 3. My Second Startup –A Countertop Company Tuesday, September 29, 2020 © Bob Moesta 2020 3
  • 4. My Approach to Sell - 1999 Tuesday, September 29, 2020 © Bob Moesta 2020 4
  • 5. Bob Ericson’s Advice – “Help them Buy, Don’t Sell” Observe Tuesday, September 29, 2020 © Bob Moesta 2020 5
  • 6. Then I Listened & Observed . . . Tuesday, September 29, 2020 © Bob Moesta 2020 6
  • 7. 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” Tuesday, September 29, 2020 © Bob Moesta 2020 7
  • 8. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 8
  • 9. Hardest Part of any business? Tuesday, September 29, 2020 © Bob Moesta 2020 9
  • 10. Why so Few “Sales” Professors? Sitting in Clay’s Office ….. Tuesday, September 29, 2020 © Bob Moesta 2020 10
  • 11. Start-ups – Why no Sales? Tuesday, September 29, 2020 © Bob Moesta 2020 11
  • 12. Lots of Practice but no real “Sales Theory” A Lot of Practices Tuesday, September 29, 2020 © Bob Moesta 2020 12
  • 13. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 13
  • 14. The Extreme Disconnect – Think of Cameras . . . . The Company – The Supply Side The Consumer – The Demand Side Tuesday, September 29, 2020 © Bob Moesta 2020 14
  • 15. What Happened? 2019 – 1.2 trillion pictures are taken Tuesday, September 29, 2020 © Bob Moesta 2020 15
  • 16. How does this Happen? Tuesday, September 29, 2020 © Bob Moesta 2020 16
  • 17. Some Companies Focus too much on “The Product” and “Competition” Tuesday, September 29, 2020 © Bob Moesta 2020 17
  • 18. Two Dominant Perspectives: Supply-Side vs Demand-Side Tuesday, September 29, 2020 © Bob Moesta 2020 18
  • 19. Supply-Side – ”How do we sell our product?” Sell Product & Services “The Market” “Personas” “Leads” Market Segmentation “Prospects” Tuesday, September 29, 2020 © Bob Moesta 2020 19
  • 20. 20 “The Struggling Moment is the Seed for all INNOVATION” Tuesday, September 29, 2020 © Bob Moesta 2020
  • 21. Demand-Side – “How does someone Buy Something New?” Buy and Consume Product and Services Tuesday, September 29, 2020 © Bob Moesta 2020 21
  • 22. Supply-Side vs Demand-Side: Different Language & Process ”How do I Buy…….”“How do I Sell….” Tuesday, September 29, 2020 © Bob Moesta 2020 22
  • 23. Supply-Side (Product) vs Demand-Side (Progress) Tuesday, September 29, 2020 © Bob Moesta 2020 23
  • 24. 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” Tuesday, September 29, 2020 © Bob Moesta 2020 24
  • 25. Supply-Side vs Demand-Side: Different Language & Process ”How do I Buy…….”“How do I Sell….” Tuesday, September 29, 2020 © Bob Moesta 2020 25
  • 26. 26 “The Struggling Moment is the Seed for all INNOVATION” Tuesday, September 29, 2020 © Bob Moesta 2020
  • 27. Humans are Creatures of Habit Tuesday, September 29, 2020 © Bob Moesta 2020 27
  • 28. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 28
  • 29. Progress IS Caused – JTBD Forces of Progress Tuesday, September 29, 2020 © Bob Moesta 2020 29
  • 30. The Process of making Progress - JTBD TimeLine Tuesday, September 29, 2020 © Bob Moesta 2020 30
  • 31. What are The Dominoes that have to fall for them to make progress? (The Set of Dominoes) Not Random – But Caused Tuesday, September 29, 2020 © Bob Moesta 2020 31
  • 32. Sales is Supply-Side & Progress is Demand-Side Pull Sales Funnel Tuesday, September 29, 2020 © Bob Moesta 2020 32
  • 33. Let’s Slow it Down - The Customer’s Buying TimeLine Tuesday, September 29, 2020 © Bob Moesta 2020 33
  • 34. 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) Tuesday, September 29, 2020 © Bob Moesta 2020 34
  • 35. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 35
  • 36. 3 – “Active Looking”: 4 ways to create • Seeing the possibilities • “Orthogonal” features – one thing at a time • Imagining what is possible • Magic Wand thinking Tuesday, September 29, 2020 © Bob Moesta 2020 36
  • 37. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 37
  • 38. 5 – “First Use”: On-Boarding & Making Progress • Expectations for satisfaction are set stone • On-boarding & Getting Started • Feeling Progress (See & Feel) • Make real progress Tuesday, September 29, 2020 © Bob Moesta 2020 38
  • 39. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 39
  • 40. That is why . . . Tuesday, September 29, 2020 © Bob Moesta 2020 40
  • 41. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 41
  • 42. 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! Tuesday, September 29, 2020 © Bob Moesta 2020 42
  • 43. The Demo – Who’s timeline? “1 Demo” Where are they in Their ”Timeline”? Tuesday, September 29, 2020 © Bob Moesta 2020 43
  • 44. The Demo – Who’s timeline? Tuesday, September 29, 2020 © Bob Moesta 2020 44
  • 45. The Bank’s Buying TimeLine Demo #1 Learning Demo #2 Possibilities Demo #3 Trade-offs Almost “Beg” For next Demo Tuesday, September 29, 2020 © Bob Moesta 2020 45
  • 46. How the sales process has changed: Who Where, When & Why JTBD #1 JTBD #2 JTBD #3 Sales People Bank Prospect Bank Customer Tuesday, September 29, 2020 © Bob Moesta 2020 46
  • 47. 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. Tuesday, September 29, 2020 © Bob Moesta 2020 47
  • 48. Traditional view of Marketing, Sales & Customer Success Tuesday, September 29, 2020 © Bob Moesta 2020 48
  • 49. Demand-Side Sales Builds Alignment and Focus Tuesday, September 29, 2020 © Bob Moesta 2020 49
  • 50. 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 Tuesday, September 29, 2020 © Bob Moesta 2020 50
  • 51. 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! Tuesday, September 29, 2020 © Bob Moesta 2020 51
  • 52. Thank YOu Bob Moesta @bmoesta Tuesday, September 29, 2020 © Bob Moesta 2020 52