As someone who hasn’t sold a lot in her life, I wondered what other non-sales sellers have experienced. I wanted to hear sales stories and what tips and tricks ordinary people have picked up along the way regarding selling. I wanted to compare their stories to professional salesmen stories. As I was looking, I found a website called JTBD.info. This stands for Jobs to be Done. I admit the title of the website made me almost click off, but I decided to take a further look.
The website allows everyday people and professional salesmen to share stories and tips about selling in one place. The tagline of the website says, “Learn how Customer Jobs (Jobs to be Done) can help you become great at creating and selling products that people will buy. Everyone is welcome to submit a contribution.” This interested me because I still was not sure what to expect from people’s posts.
I read a post called “What is Jobs to be done (JTBD)?” by Alan Klement. This post had 6,400 likes and attempted to answer the question I was wondering since I saw the website. This post pointed out that humans desire evolution and change. It compares animals to humans by saying an animal thinks about what is and humans think what it ought to be. People constantly want something to be easier to use, more exciting, and more personal. The author explains that the act of evolving is what creates a job to be done.
At this point in the article, I was starting to understand the concept of the website. It is about creating emotions and stories behind a product in order to sell the product. When selling a product, the seller knows the ins and outs of a product, but a customer only knows the way the product makes them feel. Sellers can create the story or felling by telling a story through words, an image, or an ad. The customer mainly buys a product because of emotional attachment. People want a product that works and helps their life in some way. They do not want to know all the details behind the product.
I thought this particular article was really helpful, not just to explain the meaning of “Jobs to be Done” but also to explain the importance of storytelling behind sales. I would encourage looking at this article linked below.
https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca
BoweryJE22
I really liked the picture you included in your post. My way of looking at it is this. The left hand side of the picture is what the salesperson should know or the FEATURES of the product. While the right hand side is for the customer or the BENEFITS of the product. A good salesman can explain the features of the product, without info dumping, and still show the benefits of the product to meet the customers needs.
Your post reminds me of Coach DiDonato’s saying, “Features tell, benefits sell!” Emotional benefit is much more important to the customer than a product’s specs. Coach also said that every time he hears a story, he writes it down in a document on his computer. Storytelling seems to be the best way to achieve emotional connection with customers!