Needs Analysis is Worthless

How do we get a customer to buy? How do we discover his buy buttons? Usually, we perform some sort of "needs analysis." We ask the customer questions, trying to uncover areas where the product we are selling can be of benefit to the customer. When we see a hole in the customer's satisfaction, we try to wedge our product into it. That is how a sale is made. Find where the customer is dissatisfied and fix that need with your product. A successful salesperson, then, is one who is able to satisfy needs.As salespeople, then, it is no suprise that we are obsessed with "needs analysis." We think that our job is to meet the needs of our prospects. And, sometimes, it is. The problem is that, in the developed world, rarely does anyone need anything. If we are trying to sell a car and ask our prospect about her vehicle needs, she will say, "I don't need one. I already have a car." If we are trying to sell insurance and ask our prospect about her insurance needs, she will say, "I don't need it. I'm already insured." Doctors already have drugs. They don't need them. Businesses already have CRMs. They don't need them. Needs. Needs. Needs. What is there for salespeople when nobody needs anything?

Perhaps, we are focusing on the wrong idea. Sure, it's easier to go after customers who actually have needs, but there aren't too many of them left. We are going after a very small piece of the pie if we are only seeking out customers who are in need. Besides, if customers need something, they will seek it out. They ask for it. And when we are merely giving customers what they ask for, we are transitioning from salespeople to order-takers. Order-takers, in world where customers are perfectly happy with the status-quo, have very skinny children. Needs analysis is a nice idea but, in the end, it's pretty much worthless. Might I suggest something else?

We are fighting a losing battle if we seek out only customers who have needs. However, if we seek out customers whose situations, we can improve, the list of leads is endless. Perhaps now is the time to make the shift from "needs analysis" to "opportunity analysis." Rather than ask, "Do you need a car?" We should be asking, "What do you like and dislike about the car you are driving?" Rather than ask, "Are you insured?" We should be asking, "What are you satisfied and dissatisfied with about your current insurance plan?" We could always offer better drugs. Better CRMs. Better. Better. Better. Opportunity is the new need. We should assume that customers don't need anything but that they could always improve what they do have.

What about you? Do your customers need anything? No. Well, can they improve anything? What can you to make the lives or businesses of your customers better? That is the right question.