Written by Jimmy Mallet.
One goal of marketing is to analyze customer needs, to create an appropriate offer and thus create interest and trigger the purchase. In other words, make selling easier and buying more attractive.
An example: when a customer enters a store to buy a drill bit, the seller must know if it’s just to drill through wood, concrete or metal! I hear you say, it’s easy.
Except that the real need of the customer is not to buy a drill but, it is to drill a hole.
From this view, a new horizon opens to expand sales opportunities. Does the client need a better drill, dowel, screw, a vacuum cleaner?
It is important not to be limited to what the customer will first describe (buy a drill bit), but to understand its objective (drill a hole).
Marketing plays a key role in supporting the sales force to take the time to analyze, ask questions, and understand clients. For a specific purpose: to increase customer satisfaction and improve sales.
When working on the definition of consumer needs, ask yourself if you are trying to describe his “need” or his “objective”. The first approach will give you a new client, the second approach will allow you to retain him.