| Situations, Needs, Wants, and Problems...Oh My! |
There are four primary motivations that affect the perception of value in a prospect's mind. Here they are, what they mean, and an example for each.
- The prospect's situation. This is primary motivation deals with a prospect's circumstances. For example: Tom has been dating steadily for two years. Because he's in this situation, he might take note of a commercial for diamonds or jewelry. He doesn't necessarily need or want an engagement ring before the commercial airs, nor does he have a problem. He's just happily dating. The commercial therefore creates "situational value."
- The prospect's needs. This motivation puts the prospect into an active state that's highly charged. Prospects who "need" are either "on a mission" or the item they need are critical to basic survival -- like food, water, shelter, transportation, clothing, etc. Example: Tom's car dropped a transmission. It's too expensive to repair because his car is old. He needs a new (or used) car. Tom could be seen to have a problem -- i.e., a broken car -- but that problem quickly converts into a specific need.
- The prospect's wants. Being in "want" can be passive or active motivation, depending on the intensity of the desire and the ability to purchase. Example: Tom wants to spend more time golfing this summer. When he hears a radio commercial featuring a golf getaway weekend, his ears perk up. Wants can overlap with needs. In the previous example, Tom needs a car, but he wants a new car, and not a used one. Tom may want a beach house, but he thinks there's no way he can afford it, so he's passive about this want.
- The prospect's problems. This is the most interesting motivation of the four, because it is the most complex and often requires consultation to find an adequate solution. Example: Tom's basement is leaking somewhat after every hard rain. He doesn't know what to do about it, and generally ignores the problem. If Tom sees an ad about a new way of inexpensively waterproofing basements, he might very well pay attention.
Next week, in Sales Secret #6: Learn how your networking may be failing.
Send any questions, comments, stories, or sales problems to dan@optimumbizdev.com, and I'll personally send you a response!
LAST WEEK'S HOMEWORK: Did you respond to advertisements on the basis of your situation, needs, wants or problems? Was there a stronger pull to one or more of these? Many times, problems get the most emphasis. That's because we tend to worry a lot about problems, so there's more mental energy that's expended. If there are no clear-cut solutions, these types of problems don't easily devolve into specific needs or wants.
THIS WEEK'S HOMEWORK: Go to at least one networking function. Pay attention to what you do.
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