If your company sells drills, your customers are buying holes. If the customer is using the holes to hang up picture frames then they’re buying the ability to be reminded of a happy memory. Putting up shelves? They’re buying storage space. You’ve probably come across this kind of statement before and for many of us it feel intuitively true.
You’re still selling “a drill”. But when you know what job the customer wants to get done with that drill you can pitch it better.
This is the principle behind the jobs-to-be-done (JTBD) theory and it has proven useful in all kinds of core business activities, and especially in sales and product management. It’s not so hard to see why. If you know what “job” your customer is “hiring” your product for it becomes much easier to prioritise building the right set of features or which ones to focus on in a sales demo.
Uncovering what jobs your prospects and customers are really trying to get done takes some skill. That’s where our experts Bob Moesta and Nopadon Wongpakdee come in with two new masterclasses.