Should you sell to someone’s wants, or to someone’s needs?
Clearly the case cries out for a good definition. I checked in with the well-known sales consulting firm of Jagger, Richards & Dylan.
You Can’t Always Get What You Want
Never mind Maslow’s hierarchy of needs, let’s talk about Mick Jagger’s. After all, this was the 100th greatest song of all time; whereas Maslow, as far as I know, never even made the Billboard Charts.
The tagline is “but if you try sometimes you might find you get what you need.” In other words, wants are higher, deeper and often more unattainable than needs.
There’s more than one way to define the difference between wants and needs, but I’ll settle for the definition used by the Greatest Rock ‘n Roll Band in history. But if that’s not good enough for you – wait, there’s more!
Robert Zimmerman, Salesman
An’ she says, ‘Your debutante just knows what you need; but I know what you want!’
Stuck Inside of Mobile, with the Memphis Blues Again
Dylan and Jagger are pouring from the same bottle of wine. Here too, the idea of one’s wants transcend that of one’s needs.
Needs are tangible things we’ve got to have, necessary conditions: toothpaste, bicycles, audits, CRM systems. Wants are aspirational: hopes, wishes, dreams, desires, visions.
The Roles of Wants and Needs
Which should you sell to? What do buyers relate to? The right answer (it’s remarkable how often this is the right answer to seeming quandaries) is “both, at different points.”
Here are a few hints.
1. People buy with the heart, then rationalize it with the brain.
In other words, sell the wants and let everyone talk about the needs they resolved by making that decision. The wants are dealt with more personally, arm-around-shoulder; the needs are what you tell the purchasing committee after the fact about why you did the deal.
2. People prefer to buy what they need from those who understand what they want.
In other words, if you’re going to sell stuff that people need, first tap into their wants. You don’t even have to give them what they want, you just have to be someone who can tap into it. That makes you a seller someone wants to buy from. The greatest exponent of this idea, I find, was Bill Brooks (see my interview with his son Jeb).
Basically, you need to touch people on both fronts.
- If you only sell to needs, you’re a features-only kind of person limited to competing on price.
- If you sell only based on wants, you might do well in designer bricks or perfume, but forget about selling complex systems.
Be well-rounded. Listen to both the Stones and Dylan. Until you do, you’re just Blowin’ in the Wind, and will get No Satisfaction in sales.