by Sandy Geroux
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 doesn’t 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 doesn’t need.
However, in looking at the most successful companies and their positioning statements, it is apparent 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 (cannot!) 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. “State Farm is there.” “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 cannot 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 don’t 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 wouldn’t be in business. Now, figure out what your buyers really want and help your business soar.
Sandy has been a national speaker, trainer and coach since the year 2000, speaking to organizations and individuals across the U.S. to help them achieve breakthrough performance in sales, customer service and personal and professional productivity through effective risk-taking.She is a member of the National Speakers Association, is a former Dean of the Speakers’ Academy for the Central Florida Chapter of NSA and now serves on the Board of Directors for that Chapter. For more information, visit Sandy’s website at http://www.sandygeroux.com
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