Knowing the difference between customer needs and wants is basic in sales. While these terms are used interchangeably, they are two different concepts that can make a big difference in your sales approach. Needs are for survival or basic functionality, and wants are driven by personal desires or aspirations. When you’re talking to a customer, it’s crucial that you understand both of these factors and address them accordingly. People buy from people, and connecting with customers on a personal level means understanding not just what they need but also what they want. In this guide, we’ll break this down, show you real-life examples and how you can use this knowledge to improve your sales.
Distinction Between 'Need' and 'Want' for Sales Success:
A want is what individuals hope for or want in the future. Though it’s not absolutely essential for survival, it can help make life more fun or fulfilling. For example, one may want a new phone or a holiday.
Still, a need is something really necessary for survival or even basic functioning. Like food, water, or shelter, it is anything needed to satisfy basic requirements or goals. A want may be shaped by tastes and aspirations, but a need is required for health, well-being, or basic life functions. However, a want can sometimes feel like a need, but in reality, it is just something we wish for.
What are Customer Needs?
Selling to a consumer requires knowing their needs—the thing they absolutely must have. These are the must-have features; without them, the sale most likely won’t take place. For instance, a customer’s must-haves would be if they say they need a car with four doors, Bluetooth, and excellent fuel efficiency because of their lifestyle.
On the other hand, a client could also mention things that they would like but are not absolutely essential, such as heated seats, some extra power, or wireless charging. These represent their wants. As a salesman, your first priority should be fulfilling needs before talking about wants. You are more likely to complete the sale if you satisfy their must-haves and provide some of their wants.
What Customers Want?
Customer wants are the Features that consumers would enjoy but do not absolutely need. These are items on their wish list that would be nice to have, but their absence will not stop the sale from proceeding.
For instance, a client could need a family vehicle with a large boot, but they’d like a video-enabled parking aid. Saying “would like” indicates that the parking assistance is a want rather than a need. As a salesman, knowing this allows you to determine which features are negotiable and which are flexible.
Why Focusing on Customer Wants Drives Sales?
Emphasising consumer ‘wants’ helps sales as, even if a product may be needed by a customer, their buying decisions are usually influenced by their own tastes and desires. For instance, someone might need a vehicle to travel to work, but they will pick a certain brand, model, or style depending on what appeals to them—looks, comfort, or features.
Once a consumer has determined they need something, as a salesman, your job is to understand and meet their wants. Instead of forcing features on them, listen to their desires and show how your product could meet their preferences.
Why Active Listening is Key to Uncovering Customer Needs and Wants?
Finding customers needs and wants requires active listening as it helps you to understand their actual desires, concerns, and motivations. To effectively identify them, you must ask the appropriate questions and truly pay attention to their responses. This is where a consultative sales strategy can help. Ask questions that let the consumer explain why they need a product, how they want it, and what results they expect instead of just offering a one-way sales pitch.
Active listening can also help you learn what your customers do not want. This is equally crucial as a consumer could have had a negative experience earlier and is now wary of certain features or options. If a client replies, “I don’t want the payment protection cover,” for instance, they are plainly expressing their preferences based on prior experiences.
A good sales training company can help understand what the client wants and does not want, as well as how to read between the lines. Active listening will allow you to help your client reach their goals, lower their concerns, and show them how your product can help them achieve their goals. This helps build trust and ensures you are presenting what is important to them.
FAQs:
How Do We Know What A Customer Needs And Wants?
Ask open-ended enquiries and carefully listen to the answers to find out what a client really needs and wants. Pay attention to the language they use; if they say “I need” something, it’s probably a need; “I want,” on the other hand, represents a desire. Knowing what they do not want is also crucial, as it will prevent you from providing pointless solutions.
How Can You Differentiate Needs, Wants And Demands?
Needs are essential for the customer to meet their basic requirements. So, they are non-negotiable and critical for their success or satisfaction.
Wants are preferences or nice-to-haves. They are not essential for the customer to function but enhance their experience.
Demands are needs or wants that a customer is willing to pay for. They are specific and typically involve a financial commitment. For example, a customer demanding a luxury car with premium features is willing to pay a higher price for those wants.
What Is The Process Of Determining Customers Needs And Expectations?
- Ask the appropriate questions. Ask your clients open-ended questions about their preferences, issues, and objectives. For example: “What do you need from this product?” or “What features would make your life easier?”
- Actively listen: Pay great attention to the client’s words and how they speak. Look for hints in their language to distinguish between what would be pleasant (want) and what is really necessary (need).
- Track Behaviour: Sometimes, customers will show their needs and wants through actions or previous purchases. If a customer keeps referring to a specific feature, that’s a good indication it’s important to them.
- Priority: Know the difference between needs—must-haves—and nice-to-have desires. This enables you to focus your discussion on what matters most to the client.
