Posted by Ed Valentine on 8/11/2009, 7:20 am
70.212.118.39

We've all heard it: "the economy likely will not recover until at least 2010". If that's the case, we are in for a long ride. But, now, how can we respond in a proactive way? Here's one way: Focus on turning customer "needs" into "wants". Just take the time to clearly think about this one because you heard me right. We often think people take care of their needs first, but that really isn't the case. There's a funny thing about Money. People don't always have money for what they "need", but somehow find it for what they "want". That's why cell phone bills get paid before the rent, or couples are able to justify a caribbean vacation even as they face having a car repossessed. It all comes down to; "Wants". Understanding the wants vs. needs issue can be tricky. Consider changing your terminology from; "you need" to "I'm sure you want" when discussing cleaning options, etc... For example, instead of noting the fact that they need their dirty carpets cleaned,you may consider; "I'm sure you want your carpeting to be deep cleaned so that they stay as beautiful and last as long as possible. With that in mind, I believe you'd want...." Though customers will still have questions, positioning your recommendations as a fulfilled want more easily enables them to move from wrestling with the "Do I need this?"---to---"How can I afford this?" Focusing on Wants instead of Needs and learning to identify and verbalize the benefits for the customer are the best way to survive in a tough economy. So, if you haven't mastered these skills, then perhaps now's the time to do so. The very best always; Ed Valentine