The Secret Sauce in Your Sales Strategy

Are you addressing wants or fulfilling deeper needs? This could change everything.

Joel Stone
November 18, 2024

Hi,

Picture this: A couple, beaming with excitement, walks into an elegant New York restaurant for their anniversary dinner. They mention to the maître d’ that they plan to go ice skating in Central Park afterwards. As they finish their meal, the maître d’ surprises them by arranging a luxury car to drive them to the park, sparing them from waiting in the cold. This unexpected gesture elevates their night from memorable to magical.

This example, from Will Guidara’s Unreasonable Hospitality, reveals a powerful insight: successful marketing isn’t just about meeting wants - it’s about anticipating needs before customers voice them.

So, how can you leverage this lesson in your marketing?

Sell the Want, Deliver the Need: Think about those toothpaste ads promising a brighter smile. Customers buy into that desire, not realising they truly need enamel protection. Your messaging should attract with the surface want while your product meets deeper needs.
Adapt to Changing Needs: When COVID hit, in-person businesses had to pivot fast to virtual meetings. The key was keeping the want of connection while shifting to the need of safety and accessibility.
Stack Offers that Matter: Include bonuses like personalised guides or consultations that tick off customer wants. This paves the way for the introduction of the underlying value they need.

The takeaway? Meet their wants to grab attention, but meet their needs to keep them loyal. It’s the difference between a one-time sale and a long-term relationship.

Catch you again,
Joel

PS. When the time is right, this is how I can help you:

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