Differentiating Wants and Needs
Okay, what customers think they want and what they really need are not always the same. You can’t find that out, however, by simply assuming you understand a customer’s needs better than he does. You have to take the time to ask the right questions — then listen to and make certain you understand the customer’s answers. Here are some guidelines that may help:
- If you can meet the customer’s stated needs, for heaven’s sake, say so up front. “You want an medium-large Acme Whizmo in teal? We’ve got them — and you can take one home with you right now.” If you simply start arguing with the customer over his choice, he may assume that you don’t have what he wants — and decide to go elsewhere.
- If you think the customer may not fully understand what he needs, ask tactful questions — but don’t challenge. In other words, instead of demanding, “Why do you want one of those pieces of slobbering strokery?” it may be more productive to say something like, “That’s an interesting choice. We certainly carry those — however, most of our customers prefer this other product instead, so I was curious if you had a special need you were trying to fulfill.”
Nobody likes looking foolish. If you start by condemning a customer’s choice, he may feel compelled to prove that he’s right and you’re wrong — ultimately by going elsewhere. On the other hand, once he learns that, say, most divers visiting the northern Bahamas in January wear at least a 5 mm jumpsuit, he may not want to be the only diver on the boat trying to get by in a meager 2mm shorty.
- Ask the three Ws: what, where and when. If you suspect your customer may not fully understand his needs, tactfully ask what he will be using his product choice for, and where and when he will be doing so — then re-state his needs to make sure you understand them. “So, you are looking for a 3 mm jumpsuit to go wreck diving in Lake Superior in May?” This will allow you to gracefully segue into, “We certainly have a wide assortment of lightweight, tropical wetsuits to choose from. I was curious, however, because most of our wreck diving customers choose something substantially warmer.”
Note: “What most of our customers choose,” is often a more convincing endorsement than “What our store recommends” or “What I believe you should have.” It’s also difficult to argue with.
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