The authors introduce a paradigm shift in how sales are approached, emphasizing the importance of understanding customer's needs and helping them make progress, rather than pushing products. Understand your product's job to be done, where the customer struggles, how they buy rather than how you want to sell, where on the timeline you are, and you'll find yourself helping people rather than selling things. The struggle creates demand and your product/service solves the struggle.

Full notes on Demand Side Sales here 

Buy the book here

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