We all have needs and wants. In fact, organizational leadership in Michigan must always listen to the needs and wants of employees as change takes place. More often and even more critical, the salespeople who work here in Lower Michigan must always be aware of the needs and wants of their customers or clients when assessing products and services.
Now, what exactly is a need? And what exactly is a want? We know that in the case of sales, the terms are often mistakenly interchangeable. When a need and want are confused, the sale usually never happens and the salesperson and the client both end up disappointed.
In the typical scenario, customers come into a store and head to an area where they find products they have researched on the Internet. There are a variety of prices and features to assess. Naturally they like the high-end model first. When the price is discussed, a quick realization takes place. It just is not in the budget at that price. The salesperson continues to try and give excellent reasons why this is a great choice. But it is too late. The customer is slightly embarrassed at the cost and says something like this, “Well, we were just really shopping. It is pretty early in our process. Can we get your card?” And off they go!
Common sense defines what a need and a want really are for the customer. Many people head out to buy something because they have a problem and need to replace something to fix that problem. A want is driven by need, emotion and often wishful thinking. It might not derive from a need at all.
Good sales professionals must do the following to convert want to need:
- They listen.
- They facilitate based on information.
- They establish expertise and product knowledge competence to assist the customer’s decision.
- They start the customer’s buying process by showing a less expensive item or model.
- They ask the right questions.
- They offer the alternatives right away.
Need and want conversion is good for the customer and it is good for the business. The main reason why customers do not buy when there is a need is that the salesperson did not give them enough reasons to purchase. In this still challenging Michigan economy, the customers are coming in to buy, not to look around. Start every deal by listening and good things happen.
Take a Dale Carnegie Training class on this subject in Novi on Monday, April 16. How to Sell Like a Pro will lead to better sales. Check it out!
This post is brought to you by the good folks at Dale Carnegie Training of Michigan, providers of professional development and management development courses and information in Michigan. We would love to connect with you on Facebook and Twitter @MIcarnegie