Most, if not all sales professionals have been taught at some point in the career to sell to their customers’ needs. However, while selling the product is essential (and is more straightforward), it is also the easiest way to erode its value – as well as your value as a sales professional.
According to Josh Costell, author of The Science of Sales Success: A Proven System for High-Profit, Repeatable Results, “When you let your customers determine what they need, you are setting them up for unfulfilled expectations and at the same time you are commoditising your product.”
Furthermore, when you sell to a need, you already assume that your customer has a need and more importantly, know that they have a need. That assumption itself can be counterproductive to your sales organisation unless you focus on providing a solution to their problems.