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BoS usa 2020 bob moesta demand side sales 101

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Bob Moesta, The Rewired Group, presents Demand-Side Sales 101

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BoS usa 2020 bob moesta demand side sales 101

  1. 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. 2. I Am an Engineer . . . . Detroit +3500JTBD Tuesday, September 29, 2020 © Bob Moesta 2020 2
  3. 3. My Second Startup –A Countertop Company Tuesday, September 29, 2020 © Bob Moesta 2020 3
  4. 4. My Approach to Sell - 1999 Tuesday, September 29, 2020 © Bob Moesta 2020 4
  5. 5. Bob Ericson’s Advice – “Help them Buy, Don’t Sell” Observe Tuesday, September 29, 2020 © Bob Moesta 2020 5
  6. 6. Then I Listened & Observed . . . Tuesday, September 29, 2020 © Bob Moesta 2020 6
  7. 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. 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. 9. Hardest Part of any business? Tuesday, September 29, 2020 © Bob Moesta 2020 9
  10. 10. Why so Few “Sales” Professors? Sitting in Clay’s Office ….. Tuesday, September 29, 2020 © Bob Moesta 2020 10
  11. 11. Start-ups – Why no Sales? Tuesday, September 29, 2020 © Bob Moesta 2020 11
  12. 12. Lots of Practice but no real “Sales Theory” A Lot of Practices Tuesday, September 29, 2020 © Bob Moesta 2020 12
  13. 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. 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. 15. What Happened? 2019 – 1.2 trillion pictures are taken Tuesday, September 29, 2020 © Bob Moesta 2020 15
  16. 16. How does this Happen? Tuesday, September 29, 2020 © Bob Moesta 2020 16
  17. 17. Some Companies Focus too much on “The Product” and “Competition” Tuesday, September 29, 2020 © Bob Moesta 2020 17
  18. 18. Two Dominant Perspectives: Supply-Side vs Demand-Side Tuesday, September 29, 2020 © Bob Moesta 2020 18
  19. 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. 20 “The Struggling Moment is the Seed for all INNOVATION” Tuesday, September 29, 2020 © Bob Moesta 2020
  21. 21. Demand-Side – “How does someone Buy Something New?” Buy and Consume Product and Services Tuesday, September 29, 2020 © Bob Moesta 2020 21
  22. 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. 23. Supply-Side (Product) vs Demand-Side (Progress) Tuesday, September 29, 2020 © Bob Moesta 2020 23
  24. 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. 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. 26 “The Struggling Moment is the Seed for all INNOVATION” Tuesday, September 29, 2020 © Bob Moesta 2020
  27. 27. Humans are Creatures of Habit Tuesday, September 29, 2020 © Bob Moesta 2020 27
  28. 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. 29. Progress IS Caused – JTBD Forces of Progress Tuesday, September 29, 2020 © Bob Moesta 2020 29
  30. 30. The Process of making Progress - JTBD TimeLine Tuesday, September 29, 2020 © Bob Moesta 2020 30
  31. 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. 32. Sales is Supply-Side & Progress is Demand-Side Pull Sales Funnel Tuesday, September 29, 2020 © Bob Moesta 2020 32
  33. 33. Let’s Slow it Down - The Customer’s Buying TimeLine Tuesday, September 29, 2020 © Bob Moesta 2020 33
  34. 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. 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. 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. 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. 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. 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. 40. That is why . . . Tuesday, September 29, 2020 © Bob Moesta 2020 40
  41. 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. 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. 43. The Demo – Who’s timeline? “1 Demo” Where are they in Their ”Timeline”? Tuesday, September 29, 2020 © Bob Moesta 2020 43
  44. 44. The Demo – Who’s timeline? Tuesday, September 29, 2020 © Bob Moesta 2020 44
  45. 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. 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. 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. 48. Traditional view of Marketing, Sales & Customer Success Tuesday, September 29, 2020 © Bob Moesta 2020 48
  49. 49. Demand-Side Sales Builds Alignment and Focus Tuesday, September 29, 2020 © Bob Moesta 2020 49
  50. 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. 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. 52. Thank YOu Bob Moesta @bmoesta Tuesday, September 29, 2020 © Bob Moesta 2020 52

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