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HBS: Demand-Side Sales

October 30, 2020 @ 12:00 pm - 1:00 pm

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 co-architect of the popular “Jobs to be Done” theory with Professor Clay Christensen, 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