"Great sales begins with understanding the JTBD by your customer and the progress they are trying to make"

"Part of the “Five Whys” is to take a step back and not talk about what the customer wants from the solution perspective. For example, people might say I want the car door to be easy to open and close. Now, if you focus on the door, you have a limited set of solutions. As opposed to looking at it more broadly and thinking about making it easier to get in and out of the car generally. Now you are not just looking at the door but the placement of the seatbelt, etc., because you stop assuming you know the solution. It’s about seeing the bigger picture.
We use this methodology when interviewing our customers to get to the root of the problem they are trying to solve. Companies are selling drills instead of holes because they do not ask why enough times. They sit in boardrooms thinking of their product’s features and benefits and fail to see how it fits into their customer’s lives because they simply fail to ask why. You cannot design the way your customer makes progress; you need to understand their definition of progress and design your process around it. People don’t buy products; they hire them to make progress in their lives.
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Let’s define JTBD. It starts when people are in a struggling circumstance, and they want to make progress.
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building their solution starts with understanding their situation and why they are thinking about making progress in the first place, as well as what their vision of progress looks like.
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Eliminating the struggle is not progress, them overcoming the struggle is progress. Both pieces are critical; the key to understanding causation is found in the circumstance and the outcome. Value is relative to your circumstance and determined by where you start compared to where you end. Circumstance is a big part of understanding causation. Their circumstance is a reference point for their progress, without understanding their starting place you cannot design their progress.
Great sales begins with understanding the JTBD by your customer and the progress they are trying to make: What is the situation they are in? What’s the outcome they seek? What are the tradeoffs they are willing to make? We do this by interviewing people who’ve purchased your product or services and understanding why. And why is relative to what’s going on in their life that caused them to say, “Today’s the day…” But it’s not an imagined customer or persona as we explained in chapter one, it’s real buyers. And the why you are looking for has nothing to do with your features and benefits. It’s about the customer and the progress they are trying to make in their life. To build a meaningful understanding of why people buy, we must create language, a story, and a model of their struggling moment."

Trechos retirados de “Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress” de Bob Moesta.