decisionmaking

How To Differentiate Between What The Customer Wants & Needs

Smiling lawyer, realtor or financial advisor handshaking young couple thanking for advice, insurance broker or bank worker and millennial customers shake hands making deal, investment or taking loan

In conversations with salespeople, we sometimes ask if they know the differences between prospects’ needs and prospects’ wants. It may sound pedantic, but it can make a real difference in presenting solutions. Oftentimes, prospects will confuse their wants with their needs and vice versa. Their needs often revolve around the business; their wants often revolve around their personal gains. So,…

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