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Turn Your Customer's Want into a Need

By: Kahlia Hannah

See Kahlia Hannah's popular press release packages at MarketingHelp.NET. She writes your professional press release, then sends it to thousands of media nationwide. Reach Kahlia at kahlia@marketinghelp.net or 801-328-9006.

I subscribe to a fashion magazine.  Each month it devotes a page to establishing what is  "in" and what is "out."  This month it stated that chain belts were out and western inspired belts were in. I own a chain belt.  I like my chain belt and would continue to wear it, however, now that I know it would be deemed unfashionable, I can't bring myself to wear it without a guilty conscience.  Why? Not because it matters whether I am behind in fashion trends, but because I have been convinced that it matters.

Human beings are just like all the other mammals.  All we really need to survive is food, water and shelter.  However, most people have been convinced that those essentials are not enough.  Many people could never have enough.  I could have fifty pairs of shoes, but does that mean I will never decide I need another pair of shoes.  Of course not!

People make many purchases simply because they want something, but they make more purchases and spend more money on things they need, or think they need.  It is your job to convince your potential customer that he/she needs your product.

Here are some ideas to help turn your customer's want into a need:
  • Target certain personality types.  Some customers become emotionally involved with a purchase.  They only buy if it feels good. It is your responsibility to make sure that customer feels good about their purchase.  Give them the reassurance they need to know they are doing the right thing.

  • Use limited time offers.  When the product a customer wants will only be at the low price for a limited time, they NEED to buy right then and there.  No one likes to pass up a good deal.

  • Find out what the customer values and attach your message to those beliefs.  If they are concerned with pricing, sell them on the low price.  If they want the product for a recreational activity, explain how the product will enhance that activity.

  • Bring the conversation around to what your competitors lack. Don't sling mud.  You don't want to create bad karma.  Simply explain how the other business does things and how you have devised a superior way of operating.  They may not need to buy from you on the spot, but they will feel a need to buy from you in the future.

© 2001, Kahlia Hannah

Other Articles by Kahlia Hannah

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.

 

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