📖 Book
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Paid
Intermediate
Why we picked it This is the deepest practical treatment of pulling the job out of a customer's behavior rather than their words. Moesta reframes the work around the struggling moment and the progress a person is trying to make, then gives you the interview mechanics to surface it. If the video hooks you, this is where you go to actually run the method yourself.
Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress
From Lioncrest Publishing by Bob Moesta and Greg Engle About 220 pages
- Start from the customer's struggling moment and the progress they want, not from your product.
- People rarely name the job, so you read it from the sequence of events and trade-offs in how they bought.
- Selling becomes helping someone buy: your job is to make their decision and their progress clearer.