What do your customers want? Ah now, isn’t this the million-dollar question!
Finding the niche market that is right for you part 5iv
Do you really know what your customers want? This is one of the keys to success, so spend some time delving into this issue — find out all about the benefits from your products and services.
Identifying those benefits for those products or services is the key to success but some of them may be well hidden. If you haven’t done it already, it’s really worthwhile analysing what the benefits of your products and services are? Benefits are the driving force that ultimately persuades people to buy your products and services and you certainly can’t have too many of those!
The trick is tapping into the human psyche
Let them know that you understand your customer’s needs, desires and wants …ie the things that satisfy basic human needs so you can start persuading people to buy and create a much more successful business based on values, rather than just say, relying on price differentials with its competitors.
Of course selling is not entirely based on what people want, but also what they need – in fact wants and needs are very closely related.
Needs and wants
Defining what your customer wants gets interesting and infinitely more complex where for example, people need a home but they also want nice furniture and other things. They might want to express their personalities through the design features of their home or “they might need a simple and comfortable bed to sleep in, but they might actually want a six-foot waterbed with silk sheets, a built-in TV and a super modern bedroom to go with it together with all the latest gadgets.”
Let’s start by looking at our basic human needs…
Maslow’s hierarchy of needs
In the 1950s Dr Abraham Maslow developed a hierarchy of basic human needs. Basically, it says that our basic needs must first be met before we realize our higher aspirations
- first we need food, shelter and warm clothing before we start thinking about buying the latest luxury widgets and gadgets
- if we are hungry, cold or have nowhere to live, these basic needs are paramount
- identify the need for security and safety – to be free from physical danger and safe from harm
- also requiring a feeling of security that our needs will be met
- then come our social needs – we are social creatures that need to belong to a group and need to be loved and accepted — hence the popularity of social media sites in recent years that have tapped into this basic human need
- until these basic needs are met, we are not really interested in our higher aspirations or even our need to be heard and appreciated
In the Western world, we are fortunate to be in a position where most of our basic needs are met — well fed, have shelter and clothing and generally we are fairly well secure in having those needs met. Most of us are also lucky enough to have our social needs well satisfied with others and we mostly feel wanted. Many of us are also striving to meet our full potential.
In Part 5 (v) we will consider:-
So how does that help you develop your business? Needs are still main drivers
Source of reference David Anderson for which many thanks.
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