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?
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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
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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