Book · About 220 pages

Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress

Bob Moesta and Greg Engle · Lioncrest Publishing Paid Intermediate

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.

• 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.