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Wants versus Needs: Which is More Important?
Hi I’m Brian Pombo welcome back to Brian J. Pombo Live coming to you today from Grants Pass Oregon and the blank office, which we’re still trying to put our mark on today.
We’re talking about wants versus needs and specifically in terms of your customers.
So we’re going to be talking about what, what you should be focusing on when you’re talking to them, their once or their needs?
And let’s first start out by discussing your wants. Possibly you’re a business owner, possibly you might be wanting to take your business from where it’s at to really a higher level, to take it and really in the long run, let’s say in the next year, in the next five years, in the next 10 years, create a dream business scenario out of it.
If that sounds like you, and if you happen to be in the self-reliance field, meaning you have products or services that help people to become more self reliant, those two items that you know, being that you’re a business owner or executive, you’ve got a business in the self-reliance field.
If you meet those two qualifications go to DreamBizChat.com. Watch the video there. Tell me what you think if you like it, and if you think it applies to you and that you’d qualify for a free sit down with me talking just over the phone or over a video chat.
Then go to DreamBizChat.com. Fill out that application after watching the video. DreamBizChat.com link is in the description in case you forget.
So Wants versus Needs, which is more important now before you think too hard about this, oftentimes if we’re just going to sit down and we’re saying, okay, I’ve got to deliver a product or a service to somebody, do I want to focus on their wants, what they want or something that they really need?
Because if they need it, aren’t they gonna go after that before they go after their wants?
Isn’t that going to mean more to them?
If they need something, won’t they be returning over and over again if they need what I’m selling them?
And the plain truth of the matter is, if you’re going to look across the board, it’s not true. In most cases, people are more interested in getting there wants then their needs.
Now this is completely illogical, I understand, but you’ve got to remember most people are not logical creatures.
Most people are run fully by their emotions.
Now, you may not like that fact. I don’t like that fact. I don’t like dealing with people who are emotional messes. But to be honest, most people out there run by their emotions. They make emotional decisions and then they back it up with some form of logic. If you ask them why they did it, they’ll come up with a story.
And oftentimes that story has some sense to it in some way. There’s a logic behind it, but they didn’t really make that decision for the reason that comes out of their mouth. More often than not, they make that decision based on a very basic, sometimes even primal want. They just want something.
They want to be noticed.
They want to be loved.
They want to be wealthy.
They want to be comfortable.
They want to have pleasure, and want to get away from pain.
These are not needs. Needs are pretty simple. They’re pretty straight forward.
Their food, clothing, shelter, all the things that are combined with that food. You’d say water, you know, these are the things that you need to survive it depending on your environment and everything else.
But in general, those are needs.
Everything else is not a need. I know a lot of us say that, well, you know, health care, health insurances is a right and we say rights in terms of kind of going along with the concept of it being a need, but in reality there were many years, many, many generations before we even had anything like health care or health insurance where people survived, where they live longer.
We’re in some cases, if you look through history, there were periods of time where people live longer than they do right now.
In a lot of cases, even the best areas of the United States, there are other areas in time where people live longer. Stuff you could look up. I’m not going to get into the politics of all this or anything.
What I’m trying to say is that need is a very small thing. There is very little that we need to survive because these are survival kinds of ideas and those things are not the things that drive people.
People are driven by their wants and their desires. You may not like that.
I’m not super comfortable with that, but that is reality.
That is what people spend their money on. Oftentimes people will spend their money even when they need something, even when they need medication, perhaps because they, because they’re unwell, they need something specifically that even if that need isn’t in the root case of a need, but if it at that moment, if it becomes a need, oftentimes they will put aside money for medication and instead spend that money on a vacation.
It happens. It happens all the time.
You know people like this, you know people who are spending money on their cable bill when they should be buying healthier food for their kids. I mean, this is just how it is.
This is how people are.
I’m not saying you should go out there and try and sell people just what they want. I’m saying you have whatever you are selling and I don’t mean selling one-on-one. You may have a website, you may, but in some way, if you’re making money from somebody else and you’re in charge of making money, you’re selling a product or a service in some way.
It may not be a one-on-one sales thing. It may quite often be through advertising. It may be through social media, but in general you’re going after people’s, once you have to realize that you have to show how their once me up to your product or service.
How do you do that?
Well, you’ve got to find out what their wants are.
All markets are a little bit different, but all people tend to have the same basic ones. Then you’ve got to translate that to how they would refer to that back to your product or service. I was having this discussion about Sean yesterday, Sean Douglas and we were discussing this.
There was a famous ad that was put out by David Ogilvy and it was for the Rolls Royce car and it said basically that……I don’t have it right in front of me. I’ve got it in a book somewhere, but it’s in the ad, the headline was,
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.”
That’s a very intriguing concept and it would get people to read a little further into the ad because the ad was almost like an article form.
And so you could read more about it and it drew you in because it’s like, well what’s that?
But how could the clock be the loudest thing on the car?
But it plays to a very simple primal want of somebody that’s after a luxury vehicle, the type of person that’d be in the market for a luxury vehicle, they don’t need that luxury vehicle though.
Anyone who’s buying that is going to pay a whole lot more for a Rolls Royce than for a car that they need.
I mean if you can need a car, you would think about the most basic car. It is also the least expensive car. It’s because people pay more for what they want, not what they need and if you go back to that ad, it’s playing to the desire to have a nice smooth quiet car and that the clock is the loudest thing on the car.
It’s not about how loud the clock is, it’s about how smooth and quiet the engine is.
And that plays to the luxury aspect.
The idea of having this car, this just well done, that it just purrs like a kitten. It’s so quiet. Simple concepts.
What are you in the most basic format?
What is your product?
A lot of the products and services that I work with with my clients, there are self-reliance there to helping people to become more self-reliant, but what is it playing to in that person in the end?
What is that person getting out of that product, that service, whatever you’re providing, what are you actually, what are they achieving in the end?
What are they hoping to get deep down below the surface. These are all questions you have to ask yourself. It doesn’t matter whether you’re selling bank accounts or whether you’re selling beehives.
It’s the same concept people are after what they want. You have to find a way to get them what they want through your product and service.
Hopefully that helps out with for you. I’d love to hear some more about what you do. If you’d like to talk to me, you can go to BrianJPombo.com and sign up for a strategy session. They are a little bit pricey, a little expensive if you’re new to this, they are $600 and above depending on your situation.
But if you are on the self-reliance field, I am currently offering a free strategy session called DreamBizChat.com which is for dream business transformation. Go and check that out.
I’ll see you tomorrow.
We’ll be talking about some more deeper concepts in terms of how to communicate with people and how to get your points across. So we’ll see you tomorrow. Get out there and let the magic happen.