I was the Director for an art gallery a long time ago. Among other things, the gallery sold art pieces that held candles.
To our Jewish customers, these products were menorahs. To our non-Jewish customers, these products were candlestick holders. These were the same physical products, but they met multiple needs for different customers (just about all products have the capacity to do this).
Customers always buy to satisfy their needs. And the same product/service can meet multiple needs for multiple clients.
Understanding customers' specific and unique needs is a key skill of successful salespeople. If you don't understand specific and unique needs, how will you know how to present your product to different prospects so each will comprehend that your product meets their needs?
How do your products and services satisfy different needs of your different customers?
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Skip Anderson is the Founder and President of Selling to Consumers, a B2C sales training and consulting company. Subscribe to the free Selling to Consumers Sales Tips Newsletter.
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