Most, if not all sales professionals have been taught at some point in their career to sell to their customer needs. However, while selling the product is essential (and is more straightforward), it is also the easiest way to erode its value. That and also 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. You need to focus on providing a solution to their problems.
USP
Every business needs a reason for its customers to buy from them. that is, not from their competitors. This is called a Unique Sales Proposition (USP).
It is wise to review your USPs often. That way you tailor your products or services to better match your customer needs. Consider asking your customers why they buy from you. This will tell you what they think your USP is. Surprisingly, this may differ from what you think your USP is.
Customers need to feel that the salesperson understands and appreciates their circumstances. And also understands their feelings without criticism or judgment. Customers have simple expectations. That way we can put ourselves in their shoes. We can try to understand what it is they came to us for in the first place.
Creating a customer-focused business that clearly listens to customer needs can be a big task, and there’s a steep learning curve if you haven’t paid close attention to customers before.
So to steer you in the right direction, here’s a beginner’s guide that defines the types of customer needs to look for, unpacks common barriers that prevent companies from fulfilling their customers’ needs, and discloses solutions to start improving customer service.
Put simply, customer needs are a need that motivates a customer to purchase a product or service. The need can be known. That us, the customer can put it into words. Or unknown. This is the ultimate factor that determines which solution the customer purchases.
