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The Sales Podcast


Jan 12, 2021

http://www.thesaleswhisperer.com/blog/topic/podcast
http://MakeEverySale.com

  • Bob Moesta is a lifelong innovator and co-architect of the “Jobs to be Done” theory who has developed & launched over 3,500 products and sold everything from design services, software, houses, consumer electronics, and investment services as well as launching seven startups.
  • He’s also an adjunct lecturer at Kellogg School at Northwestern University, and lectures on innovation at Harvard and MIT.
  • In his new book, Demand-Side Sales 101, he details his success by flipping the lens on sales.
  • Instead of reciting a product’s benefits and features and pressuring customers to close, Bob advocates for salespeople to be a steward for their customers and help people in their purchases to make progress in their lives, finding their “struggling moment” and the outcome they seek.
  • Enjoy this conversation with Bob about how to be a more effective and innovative salesperson by really seeing what your customers see, hearing what they hear, and understanding what they mean.
  • Uses Scribe Media to break down his ideas to write his books, which he needs because he's dyslexic and cannot read due to several head injuries before he was seven
  • Intern for W. Edwards Deming
  • Great at math, but reading and writing remains difficult
  • Has a small design firm
  • Helps people innovate but sales is never taught
  • His challenges have made him more empathetic and great salespeople have great empathy
  • He learns through questions
  • Listen to what and how they answer
  • You need to understand the context
  • He has been breaking things for 50 years, fixing them for 45 years
  • People hire people to help them make progress, not to solve things
  • "Why is today the day?"
  • The prospect has all the energy to make the progress
  • What is going on? Why now? What are the changes they're willing to make to bring about the results they seek?
  • What makes you trust someone?
    • Good questions
    • Present valid options
    • They admitted their limitations
    • Trust is an effect, not a cause
  • We're supposed to mistrust one another, but when you make them better they'll trust you
  • Be responsive, but not too responsive, which makes you appear desperate
  • People buy for a set of reasons, not just one
  • Criminal and interrogation-type questioning
  • Find the context
  • Chris Voss, "Never Split the Difference: Negotiating As If Your Life Depended On It"
  • Set them up for a bad question...
  • We're all in sales...teachers must sell their students on why to pay attention
  • We must understand the demand side
  • If you build it...they don't come
  • A persona is just a soulless person
  • Correlation is not causation
  • He had "big trash day" in Detroit growing up
  • He learned by doing and building
  • His mom was a teacher and helped him learn how to learn
  • Has great pattern recognition
  • Learned through questions
  • Without questions, you have no theory
  • Think of the dominoes that have to fall for a customer to buy
  • People don't buy because of a deal
  • They'll pick you
  • Two frameworks
    • Push
    • Pull
    • Anxiety that holds them back
    • Habit
  • The timeline
    • First thought, without it you can't even hear what they're saying. Questions create spaces in the brain for solutions to fall into
    • Passive looking, learning about the problem, and the solution language. People often search for problems, first.
    • Active looking,
    • Decide, more about tradeoffs vs. the deal, so give people three options
    • First use,
    • Ongoing use, when you solve one thing you create new problems so there are always struggling moments
  • He looks at the last 10 sales to help his clients find the patterns
  • Be genuinely curious
  • The customer usually doesn't know what they want
  • Have them unpack the language
  • You have to help them make progress
  • Ethics come into play
  • Follow the patterns to find great prospects
  • Great salespeople at new, small companies can be the most well-connected person in the company
  • No sale is made that is random. Every purchase is caused.
  • Active, passive, or deciding?
  • "Why do people buy?" What happened in their lives and what were they hoping for?
  • Technology-agnostic requirements of the customer
  • What outcome are they seeking?
  • Take the product out of the picture
  • Patterns help you sell easier and faster

Get all of the show notes for every episode of The Sales Podcast with Wes Schaeffer, The Sales Whisperer®.

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