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Chandi Salmon Conrad's Recent LinkedIn Posts
Chandi Salmon Conrad
@chandisconrad
Organization & Workforce Strategy | Growth & Innovation | Leadership Development | Coaching & Mentoring | Behavior Change | Talent Management | Change Management
Posts
Chandi Salmon Conrad
Coaching & Leadership
4mo
Building on my earlier post about Chapter 2 insights from Demand-Side Sales 101: Stop Selling and Help Your Customer Make Progress, I’d like to continue the discussion by unpacking the three frameworks for understanding why people buy.
In this post, I’m sharing my reflections on the first framework: Three Sources of Energy / Motivation behind buying decisions.
Here are my key takeaways:
1. There are three categories of motivation that drive why people buy a product or service:
a. Functional
b. Emotional
c. Social
2. Functional motivation relates to mechanical and practical aspects such as speed, effort, and steps.
For example, when I’m considering a product or solution, I often ask: Is the process easy? Or does it require hours and many complicated steps to complete the purchase?
3. Emotional motivation is driven by internal thoughts—both positive and negative—such as fear, frustration, desire, excitement, or relief.
For example, someone may decide to buy a product not only because of its features, but because it reduces anxiety, builds confidence, or provides peace of mind that things will finally feel under control.
4. Social motivation is about how others perceive us—whether we feel respected, trusted, or acknowledged.
For instance, buying a certain product or service may make us feel more credible or professional in the eyes of others.
5. The goal of demand-side sales is to reduce negative functional, emotional, and social motivations that create anxiety or barriers, while amplifying the positive motivations to create a strong pull toward the product or service.
Note: Picture taken from the book, page 66.
#DemandSideSales #JobsToBeDone #JTBD
#CustomerCentricity #BuyingBehavior #SalesStrategy
#BehaviorDesign #ProductThinking #LearningInPublic
#ChandiReadsAndReflects
19
Chandi Salmon Conrad
Coaching & Leadership
4mo
Building on my earlier post about Chapter 2 insights from Demand-Side Sales 101: Stop Selling and Help Your Customer Make Progress, I’d like to continue the discussion by unpacking the three frameworks for understanding why people buy.
In this post, I’m sharing my reflections on the first framework: Three Sources of Energy / Motivation behind buying decisions.
Here are my key takeaways:
1. There are three categories of motivation that drive why people buy a product or service:
a. Functional
b. Emotional
c. Social
2. Functional motivation relates to mechanical and practical aspects such as speed, effort, and steps.
For example, when I’m considering a product or solution, I often ask: Is the process easy? Or does it require hours and many complicated steps to complete the purchase?
3. Emotional motivation is driven by internal thoughts—both positive and negative—such as fear, frustration, desire, excitement, or relief.
For example, someone may decide to buy a product not only because of its features, but because it reduces anxiety, builds confidence, or provides peace of mind that things will finally feel under control.
4. Social motivation is about how others perceive us—whether we feel respected, trusted, or acknowledged.
For instance, buying a certain product or service may make us feel more credible or professional in the eyes of others.
5. The goal of demand-side sales is to reduce negative functional, emotional, and social motivations that create anxiety or barriers, while amplifying the positive motivations to create a strong pull toward the product or service.
Note: Picture taken from the book, page 66.
#DemandSideSales #JobsToBeDone #JTBD
#CustomerCentricity #BuyingBehavior #SalesStrategy
#BehaviorDesign #ProductThinking #LearningInPublic
#ChandiReadsAndReflects
19
Chandi Salmon Conrad
Coaching & Leadership
4mo
Building on my earlier post about Chapter 2 insights from Demand-Side Sales 101: Stop Selling and Help Your Customer Make Progress, I’d like to continue the discussion by unpacking the three frameworks for understanding why people buy.
In this post, I’m sharing my reflections on the first framework: Three Sources of Energy / Motivation behind buying decisions.
Here are my key takeaways:
1. There are three categories of motivation that drive why people buy a product or service:
a. Functional
b. Emotional
c. Social
2. Functional motivation relates to mechanical and practical aspects such as speed, effort, and steps.
For example, when I’m considering a product or solution, I often ask: Is the process easy? Or does it require hours and many complicated steps to complete the purchase?
3. Emotional motivation is driven by internal thoughts—both positive and negative—such as fear, frustration, desire, excitement, or relief.
For example, someone may decide to buy a product not only because of its features, but because it reduces anxiety, builds confidence, or provides peace of mind that things will finally feel under control.
4. Social motivation is about how others perceive us—whether we feel respected, trusted, or acknowledged.
For instance, buying a certain product or service may make us feel more credible or professional in the eyes of others.
5. The goal of demand-side sales is to reduce negative functional, emotional, and social motivations that create anxiety or barriers, while amplifying the positive motivations to create a strong pull toward the product or service.
Note: Picture taken from the book, page 66.
#DemandSideSales #JobsToBeDone #JTBD
#CustomerCentricity #BuyingBehavior #SalesStrategy
#BehaviorDesign #ProductThinking #LearningInPublic
#ChandiReadsAndReflects
19