Understanding Your Customer's Needs

Let's imagine you're shopping for something important, like a new car. The salesperson is going all-in talking about the fancy add-ons available, but you just need a ride that gets you from A to B reliably and affordably. You might start to wonder, "Doesn't this guy understand what I want?"

That's exactly how it feels when a business is selling you a product or service without considering what you need or what problems you're trying to solve. They might be singing praises about their product with shiny features and benefits, but to you, it feels irrelevant because it doesn't touch on your needs.

To truly see the value in a product or service, you need the salesperson to focus on your world. Say, for instance, you're a building developer looking for ways to make your projects more profitable. The salesperson should be talking about how their product can help increase your profits - that's what you're actually interested in.

By starting the conversation with your needs in mind, they'll grab your attention right off the bat and it's easier for you to see how what they're offering fits into your situation.

As a business, it’s crucial to understand that your customers are seeking solutions. Make sure you clearly show how your product or service is that solution by directly addressing their problem.

Failure to do this might result in not convincing the customer to buy from you. Remember, customers prefer businesses that understand their needs. Show how you meet their needs and you’ll win their trust—and their business.

After all, isn't it simpler to shop in a place where they understand what you need?

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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