Marketing Satisfies the Wants, not the Needs

 
A marketing strategy is a vital part of any business, large or small. Marketing is essentially “finding out what customers want, then setting out to meet their needs, provided it can be done at a profit.” The key: identifying wants, not needs, of the customer. A marketing strategy should demonstrate to the customer how a product or service can fill their wants, not necessarily the customer’s needs. Don’t confuse needs with wants. Effective marketing makes the customer feel they need a product or service that they in fact only desire strongly.
 
The wise business owner is always aware of customer wants. Many businesses make the mistake of assuming that a customer’s number one priority is low price. But before price even becomes a factor, the customer wants other things. The customer is looking for ways to improve their productivity, to become more profitable, or to increase their competitive advantage.  By meeting one or all of these fundamental wants, you and your business will move the customer forward to buy your products or services.

Marketing to what the customer wants does not mean that you go out and change your product or service.  In most cases, you can deliver simply changing the way you act in the sales call, by learning more about your customer, or changing the way you deliver your product or service.