It’s what people want, not what they need

We often think that we need to provide products that people need. But actually we need to provide people with products that they want! In essence people only need food & water…

When you take a look at this picture; do you think the person needs this bike or wants this bike? What do you think he wants? You’d might say that he needs the 21 gear model made out of full carbon. Wrong, he wants the experience of riding thru the above scenario. It doesn’t matter for him if the gear shift is 0,1sec slower, or if he has 21 or 28 gears… So a sales person should relate to the experience he wants and not the product he needs for this experience! What if he would have gotten the following sales talk:

This bike weighs less then the 1 pound which is about half of other bikes. With it’s 28 gears you’ll be able to go up the hill much smoother!

What he just “sold” was the Full carbon model with 28 gears, yet the packaging was different…

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