The Most Interesting Entrepreneur In The World, Bob Moesta
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®. Use these resources to grow your sales: Sell More This Month Hire Better Salespeople Hire The Best Keynote Speaker Find Your Best CRM Join the Free Facebook Group Check out early episodes of The Sales Podcast: Episodes 1 to 10. Episodes 11 to 20. Episodes 21 to 30. Episodes 31 to 40. Episodes 41 to 50.