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. "Bob has already brought the benefit of applying his JTBD principles to two of the three most important areas in business: product strategy and marketing. This book tackles the third and arguably the most important: sales. Most sales gurus obsess about how to sell. Bob instead invests his time in the more important and underserved side of the equation: how people buy. The result is a fresh perspective and new ideas for an age-old trade." -- Des Traynor , co-founder and chief strategy officer at Intercom "I have always enjoyed my interactions with Bob Moesta, as have our demanding students. His work with regard to JTBD is top shelf. I am so glad he is now taking his creative engineering mindset to sales with his new book Demand-Side Sales 101 . Sales is the lifeblood of any organization and unfortunately, it is too often seen as black magic. We need a more systematic way to approach sales and this extension of JTBD to sales fills an important gap. I recommend this book to anyone in business because nothing really happens until there is a sale." -- Bill Aulet , professor at MIT Sloan, managing director of the Martin Trust Center for MIT Entrepreneurship, and author of Disciplined Entrepreneurship "Bob applies his engineering mindset to the sales process. His unique perspective puts a new spin on sales that shows the reader how to sell from the buyer's perspective. What results is a thoughtful and comprehensive book that equips you to look at sales through a different lens, with frameworks that make it easy to apply the theory." -- John Roselli , general manager of the health division at Bose Corporation "For many people, sales is either some version of order taking or persuading people to purchase something they may or may not need. Bob reclaims the heart of all great sales: empathetic understanding of what people need and giving them just the right solution to a problem. Using a JTBD approach, Bob helps us see the how and why of people's purchasing processes, and that will fundamentally change how you engage your customers, how you train your people, and how you market. If you are an entrepreneur, an aspiring businessperson, or CEO, you need this knowledge." -- Paul LeBlanc , president of Southern New Hampshire University "Bob continues to innovate and apply JTBD principles to many aspects of a business. Sales is one place where it is desperately needed. His empathetic perspective and diverse background bring a fresh perspective to an age-old--and critical--set of skills and disciplines. Most impressively, Bob has applied his engineering thinking to create a process that mirrors how people buy, not how we want to sell. Progress should be the new mantra for sales." -- Craig Wortmann , clinical professor of entrepreneurship with Kellogg School of Management at Northwestern University, founder and executive director of the Kellogg Sales Institute, CEO of Sales Engine, Inc. "I recently took on the role of leading marketing and needed a resource that helped me cut through all of the marketing buzzwords and fads. My company is counting on me for results, not vanity metrics. This book has enabled me to truly understand how best to engage with prospects at each stage of their decision. We have moved away from pushing features at prospects to engaging them in conversations that offer benefits on their terms. As a result, our sales team has prospects who are ready to make qualified decisions, and our account management team has clients that purchased for the right reasons." -- Derik Sutton , vice president of marketing at Autobooks "Immediately intuitive but incredibly rich; thinking in 'Jobs' moves you from anecdotes wrapped in business jargon to casual insights into the language of your customers." -- Andy Weisbecker , senior director of digital experience at Target Corporation BOB MOESTA  is a teacher, builder, entrepreneur, and co-founder at The Re-Wired Group, a design firm in Detroit, Michigan. Bob has developed & launched over 3,500 products and sold everything from design