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 coarchitect of the "Jobs to be Done theory, 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.

Now, in Demand-Side Sales 101, you'll learn to really see what your customers see, hear what they hear, and understand what they mean. You'll not only be a more effective and innovative salesperson--you'll want to help people make progress.

What I like about it:

It is a good read and explains the Jobs-to-Be-Done framework in a very practical way with good stories from Bob Moesta, in my eyes, the best Jobs-to-Be-Done Experts out there.