What are the needs or wants your prospects have? What is causing them to make a decision to buy from you?
Saturday Sales Tips

Determine what your customers need and work backwards - Jeff Bezos


Welcome to this week’s Saturday Sales email. Did you get snowed in? Were you unable to get to work?  Did you manage to still be productive at home? I was frustrated that I didn't get to a meeting in Cornwall I had planned yesterday but looking at the scenes on the road from that area, I made the right decision.

I’ll just leave this blog here for you which I wrote last March during the infamous ‘Beast from the East’. Just in case the cold weather hangs on until next week.

7 Actions to Take to Drive Sales When the Snow Brings Business to a Halt

Despite the weather, I hope you’ve had a productive week and have ended the month of January in a strong position. The start of the year can be a tricky time with lots of people still getting over the Christmas hangover and generally feeling miserable about the weather. This, of course, may have a knock-on effect on your business.  I hope by now, things have balanced out, you’re back on track and ready to smash February.

This week I’m continuing the theme of ‘The Key Words Essential to Sales Success’, and this week we are looking at the Wants & Needs your prospects have.

If you are going to win business consistently, your target prospect must have either a ‘want’ or a ‘need’ for your product or service.

You may remember that I spoke about Andy Murray’s situation a couple of weeks ago and how he needed to have belief in himself if he was to continue playing tennis.

How things have changed in just a couple of weeks and ironically, Andy has helped me out once again with this analogy of understanding your prospects ‘Wants & Needs’. 

Following a disastrous first round at the Australian Open, Andy could no longer continue playing tennis and desperately needed the hip operation to put things right. He wanted to get this problem sorted no matter what the price tag.   I can relate to this entirely.  While I’m not a world class athlete (or any kind of athlete for that matter!), I have been suffering from back pain recently and would’ve been prepared to pay twice over to take the pain away.  So, while my career wasn’t hanging in the balance like Andy, this need was still so big that I would’ve paid over the odds to get it sorted.

If you’re a rugby fan (or you live with someone who is), then you will know that the Six Nations started yesterday (Friday 1st Feb).

This is a great example to use for how a prospect might ‘want’ something.  Every rugby player will want with all their heart to win the Six Nations Cup – let’s see which nation wants it the most! Being originally from Swansea, I really want Wales to go all the way! Who will you be supporting?

So how do we take these examples from sports and move them into to sales?

our prospect must have a want or a need for your product or service for you to make a sale. Both are equally important but can involve very different emotions when it comes to deciding to move forward and buy from you.

Many of us want and desire things that we don’t particularly need. A holiday, a six pack, a luxury yacht!

When we buy things we want, there is a desire for something to make us feel differently emotionally.

Whether that might be to feel better about yourself, to feel more important, to feel verified, to feel like you belong there are all sorts of reasons why people want things.

So, how do you dig into these emotions?

Here are a few tips on how you can tap into your prospect’s emotions and help tip them past the finishing line.
Make them feel like they BELONG

People like to feel part of something or part of a community that have the same values and interests as they do.  Let your prospect see how your product or service can do this.

Give them HOPE

If they are not sure how to solve their problem, demonstrate how you have helped others in the past and the results they have got.  Help them to have hope that you can change their situation for the better.

Trigger the feeling of FEAR

Nobody likes the thought of missing out on something good.  This fear of missing out or wanting not to have the fear makes people act – give them stats to back this up.  If someone thinks that they are going to miss out on something, then they are sure to buy.

Make them DREAM

Paint a picture of something they want or desire. People think visually, so seeing how life could be by making changes will help to drive your point across. It might be saving money – so describe to them what they could do with the savings they’ll make.  Maybe it’s how much time they are going to save, so talk about the time they’ll be able to spend with loved ones or doing other activities like playing golf (that would be me!).

Bring out the GREEDINESS in them

People always want more than what they have now. While it can be seen as an ugly emotion, if your prospect feels that they are going to get something extra from working with you, then illustrate to them what that will be. How will they have more by working with you?

Make it about THEM

People like to talk about themselves – focus on vanity (you’re too good for this etc.). Demonstrate how your product is going to make things easier or better for them.

You can also check out the video below which explains exactly how you can engage with your prospect on an emotional level.

Working with a prospect with a strong want for something involves a lot of tugging on the emotions, however, for someone who has a need, this is slightly different.

In this situation, there will be no doubt in your prospect’s mind that they need help.  A broken-down car, a painful back, a leak in the ceiling; these are all things that must be fixed, and if they’re not, it will result in either an inconvenience, cost or pain to your prospect.

So, how do you ‘Identify your prospect’s needs?’

As I have talked about before in my videos and emails, the ability to listen is crucial, but of course, you also need to ask the right questions.

questions will give your prospect the opportunity to get their ‘problem’ off their chest and will help you to clarify early on, whether this is something you can help them to resolve.

Here are some examples of the types of questions you can ask to identify your prospects needs

·       What are the main priority areas for you and your business at the moment?
·       How long has this been an issue/problem for you?
·       How big of a priority is this for you at the moment?
·       How much of your time is spent dealing with these difficult issues?
·       How is this impacting you?
·       What are you currently doing to address the problem?
·       What have you done in the past to address the problem?
·       How much are these issues costing you in time and energy?
·       How much longer can you afford to have the problem go unresolved?
·       How important is this need (on a scale of 1-10)?

As I have said time and time again, questions are the fuel behind sales success.

From asking these sorts of questions, you will get to understand of how much of a pain point your prospect has.  Is this something that is urgent and needs fixing sooner rather than later, or is it a long-term resolution that they’re after?

Based upon these answers, we can adjust our approach with the prospect. Use the words I have outlined in the video below to help you show your prospect that you can help solve their needs and give them the belief they need to work with you!  

So, that’s part four of what I believe to be essential in having sales success. So far, we have covered Trust, Belief and Understanding along with today’s email on Needs/Wants.

You can catch anything you’ve missed over on my website along with my new model for consistent sales success which I will explain more in the coming weeks.

I’d love to hear your ideas of what you believe to be the core elements of sales success.  I look forward to sharing part five with you next week and also sharing the new model which is going to form the basis for much of my work during the course of 2019!

Have a great first week of February, go out and start it with a bang!

Have a great weekend, and I’ll see you again next Saturday.


Sales Trainer and Mentor

I specialise in working with successful service businesses who want even greater sales success


Email Marketing by ActiveCampaign