Ep. 147 - How to Discover What Really Drives Customer Decisions

Guest: Bob Moesta, Author of “Demand-Side Sales 101”

In this episode, Bob Moesta, author of Demand-Side Sales 101, reveals why uncovering your customers’ “struggling moments” is the single most efficient step for any business. Whether it’s product development, marketing, or sales, understanding the root causes behind why customers make a change transforms every decision you make.

As Bob explains, customers don’t buy products—they hire solutions to make progress. Without a clear struggling moment, there’s no motivation to change, and no sale. By focusing on these moments, you’ll align your entire go-to-market strategy, saving time, money, and effort across teams.

Key Takeaways:

• The Struggling Moment as a Catalyst: Every purchase starts with a struggle. Most companies fail to uncover this because they focus on features or pain points instead of the deeper context driving change.
• Align Teams Around Progress: When marketing, sales, and product understand the customer’s struggle, handoffs disappear, and everyone works toward the same goal—helping the customer progress.
• Most Companies Miss the Mark: 60% of B2B proposals fail due to “no decision.” This happens because companies don’t clearly define or quantify a problem worth solving.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.