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Sales Enablement Training:

Using Jobs to Be Done in Sales Enablement

Using Jobs to Be Done in Sales Enablement

Sales Enablement Training:

Knowing who you sell to is only have the battle. You need to understand why people buy from you. In this class, Clay Christensen of Harvard Business School explains how to use the Jobs to Be Done framework to gain a deeper understanding of what motivates your buyers. It might surprise you.

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Lesson Description:
If you want to understand what your customers are trying to do, you’re going to want to use something called jobs theory. Jobs theory is a way of digging into why people buy products. The textbook example is for power tools: People don’t want to buy a drill — they want to buy a quarter-inch hole. And jobs theory takes it a step further to say that they aren’t even buying a hole — they’re simply trying to hang a picture or build a treehouse or spy on their neighbors. Essentially, people have jobs they’re trying to get done, and they hire products to do those jobs. If your product does the job better than any other product, people will hire it over and over again. When you start to look at your product in this way, you’ll start to learn things about your target market you might never have otherwise known.

Instructor
Headshot of Kyle Jepson
Kyle Jepson

Inbound Sales Professor

Kyle teaches sales and CRM courses at HubSpot Academy. He is best known for his work on the HubSpot Sales Software Certification and the Sales Enablement Certification. He is the father of two children, the lucky husband of an equally lucky woman, and aspires to be the author of one of those paperback novels you see in grocery store check-out lines.

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