“Bob has already brought the benefit of applying his JTBD principles to two of the three most important areas in business: product strategy and marketing. This book tackles the third and arguably the most important: sales. Most sales gurus obsess about how to sell. Bob instead invests his time in the more important and underserved side of the equation: how people buy. The result is a fresh perspective and new ideas for an age-old trade.”

— Des Traynor, co-founder and chief strategy officer at Intercom

“I have always enjoyed my interactions with Bob Moesta, as have our demanding students. His work with regard to JTBD is top shelf. I am so glad he is now taking his creative engineering mindset to sales with his new book Demand-Side Sales 101. Sales is the lifeblood of any organization and unfortunately, it is too often seen as black magic. We need a more systematic way to approach sales and this extension of JTBD to sales fills an important gap. I recommend this book to anyone in business because nothing really happens until there is a sale.”

— Bill Aulet, professor at MIT Sloan, managing director of the Martin Trust Center for MIT Entrepreneurship, and author of Disciplined Entrepreneurship

“Bob applies his engineering mindset to the sales process. His unique perspective puts a new spin on sales that shows the reader how to sell from the buyer's perspective. What results is a thoughtful and comprehensive book that equips you to look at sales through a different lens, with frameworks that make it easy to apply the theory.”

— John Roselli, general manager of the health division at Bose Corporation