Are you in business to provide customers what they need?
Your answer is likely, "Of course I am! Why would I sell a customer something he does not need?"
The old saying, "He could sell ice cubes to an Eskimo" comes to mind here. While this comment was intended to be a compliment to a fantastic salesperson, I suggest that we're so much better than that – as we should be – because no one really wants to sell anyone something she does not need.
However, in looking at the most successful companies and their positioning statements, it is obvious that if we want to rise above the rest in our industry, and stand out from the crowd to create huge success, we must not (can not!) Focus solely on what customers NEED.
We must focus on what they WANT.
For example, insurance companies know their customers need insurance. Even their customers know this! But every insurance agent in the world would have to agree with the statement that "Everyone knows they need insurance, but no one really WANTS insurance!"
So, what do insurance buyers want? From whom do they buy insurance – and why? A hint to the answer lies in Allstate Insurance's tag line: "You're in good hands with Allstate."
What buyers really want is the peace of mind that comes from having insurance, so their loved ones will be protected in case of emergency.
Look at other popular insurance companies and you'll see that their focus is also on buyers' WANTS, not their NEEDS, such as "Prudential … the rock."
Just as good customer service is a "given" in any industry (helping us realize that we can no longer focus on the usual, the expected, or the simply good in the area of service), we can not focus on the "given" regarding customer needs if we ever hope to stand out from the crowd in our industry.
In cases where buyers know they must purchase something because of need, logic will cause them to buy … emotion will cause them to buy from you.
An additional benefit is that when you impact customers' emotions, they do not worry so much about the impact on their wallets because they connect much more with the value of receiving their heart's desire than simply what it costs.
So, what do your buyers want? Is it your product or service? Or is it what your product or service can do for them? You've already figured out what they need – or you would not be in business. Now, figure out what your buyers really want and help your business soar.
