Start With the Customer's Job
Identify the customer's underlying job before recommending a vehicle or next step.
The first vehicle request is usually a clue, not the whole need. The teach Jobs to Be Done shifts the conversation from product category to customer progress. A shopper may say they want a hybrid, a truck, or a lower payment. Your job is to discover what that request is trying to accomplish in their life. The useful clues are the trigger event, the current struggle, the desired progress, and the anxiety around switching. In practice Use a compact sequence: "What changed that made this worth looking at now?" then "What is not working with the current vehicle?" then "What…
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