Here is a question I recently received from a home electronics and appliance salesperson:

"I sell electronics and appliances at a Sears store. My biggest difficulty is selling to a customer who does not "need" a 42" plasma screen, but just wants one. If someone feels they need a product I am very capable of selling it along with upgrades and accessories. Yet, when someone would just like to have something, the percentage of actual buyers drops off quickly. How can I close more 'I want' sales?"

What is the primary driver for demand for your product or service? Is it need or want? This is an important question because the sales process can differ substantially based upon which situation you are dealing with.

The "I Need" Sale

When you are pursuing an "I need" sale, the prospect usually has one or more fairly significant problems they need to solve. If you can help the prospect solve his or her problems and provide an attractive return on investment (ROI), you will probably make the sale.

Here are some typical steps in an "I Need" sales process:

1. Asking questions to determine which problems the prospect is facing
    
2. Asking questions to determine how each problem impacts the prospect, both professionally and personally. (This engages the prospect's emotions, which is a critical step in motivating an individual to make a buying decision.)
    
3. Asking questions to help the prospect quantify (associate dollar amounts or percentages and time frames with) the impact of each problem
    
4. Comparing the price of your product or service to the quantified impact of the prospect's problems

While "want" can certainly be a factor in an "I need" sale, in many cases the most critical factors factor are the significance of the prospect's business problem(s) and ROI.. The larger the difference between the quantified impact of a prospect's problems and the investment required to fix the problems, the easier it becomes to close the sale. If the quantified impact is a multiple of the required investment (for example, a quantified impact of millions of dollars versus a required investment of thousands of dollars), the buying decision becomes "a no-brainer".

The "I Want" Sale

The "I want" sale has a completely different dynamic. While it never hurts to ask questions to see if a prospect is trying to solve specific problems, in an "I want" sale the prospect usually doesn't have any compelling problems they are trying to solve. Instead, the prospect is looking for the gratification that comes from owning something they perceive as desirable.

If you decide you are dealing with an "I want" opportunity rather than an "I need" opportunity, emotion and visualization become the key drivers that will help you make the sale.

Here are some typical steps in an "I Want" sales process:

1. Once a prospect tells you they want something, ask them, "WHY do you want it?"
    
2. Once the prospect explains why he or she wants the particular product or service, help the prospect visualize what it would be like to have it...in glorious detail. Again, use questions to help you accomplish your goal. Here are some sample questions:
    
   • How will you use it?
      
   • Who is going to use it with you?
      
   • How would it feel for you to be able to show this off to your friends, family, or business associates?
      
   • How will it fit into your lifestyle?
      
3. Once you have helped your prospect build the most vivid possible mental image of what they want, it's time to find out how BADLY they want it. Be detached and maybe even challenge your prospect a little by asking:

"(Prospect's Name), what you're describing really sounds great! But, is it great enough to justify investing (name the price of the product or service)?"

4. If the prospect responds positively, ask:

"Will your husband/wife/significant other agree? How will you explain your purchase to him/her?"

The benefits of this approach are twofold. By helping your prospect visualize what it would be like to own the product or service they want, you engage their emotions. Then, when you ask them how they will justify the purchase to others, you are helping them build a factual case that will help them avoid buyer's remorse (a key factor in product returns).

Conclusion

Whenever you begin working with a new prospect, it is important to determine whether they are being driven by need or want. If an opportunity is being driven by need, ask questions to determine:

1. The problems the prospect would like to solve
    
2. How the problems impact the prospect, both professionally and personally
    
3. The quantified impact of the prospect's problems

If the price of your product or service compares favorably with the quantified impact of the prospect's problems, you will be likely to close the sale.

If you determine an opportunity is being driven by want, take a different approach.

1. Ask questions to determine why your prospect wants the product or service. (Answering your questions will engage their emotions.)
    
2. Help your prospect visualize (in glorious detail) what it would be like to own the product or service.
    
3. Ask questions to determine how badly the prospect wants the product or service.
    
4. Ask the prospect how they will justify the purchase to others. (This will help them justify the purchase to themselves and avoid buyer's remorse later on.)

If you are detached and willing to challenge your prospects a little, you will quickly separate the lookers from the buyers and close more "I want" sales!

©2006-2009 Alan Rigg

About the Author

Sales performance expert Alan Rigg is the author of How to Beat the 80/20 Rule in Sales Team Performance, and the companion book, How to Beat the 80/20 Rule in Selling. His 80/20 Selling System™ helps business owners, executives and managers end the frustration of 80/20 sales team performance, where 20% of salespeople produce 80% of sales. For more information and more FREE sales and sales management tips, visit http://www.8020sales.com.