Why is important to sell the need and not the features in marketing

Just like this you leave a ton of money on the table without even realizing it. 

I want you to go to any car dealership to buy a new car because you don’t like how your current one accelerates. You want one that accelerates more smoothly and fluidly. The salesperson will present every car like this:

“This is a 2024 Kia Soul in Passion Red, with silver rims, leather seats, a cream-colored interior, GPS, internet connected to Mark Zuckerberg’s electric lines, automatic transmission, and you’ll save an estimated $20 a week on fuel thanks to this new gas-saving technology.”

If you didn’t notice, go back to the beginning and read it again.

Now that you’ve come back, tell me: you went to the dealer with a need for a car that accelerates more smoothly and fluidly, and the salesperson mentioned everything except what you wanted. 

They didn’t even pay attention to your needs. If this doesn’t raise a huge red flag for you and you’re running a business, my friend, you urgently need to keep reading this because if you don’t, I can assure you that at some point your business will stop selling anything to anyone if you are really selling.

Stay tuned, as I will show you the major problem this causes.

Now, tell me honestly, would you buy that car? You went to the dealership with the idea in your head that you want a car that accelerates more smoothly and fluidly, and they just brought you anything. 

Sometimes you don’t even ask more questions or argue; you just ask for time to think about it. But since the salesperson didn’t give you any reason to buy it, you’ll probably say no to the car and look for someone else to show you a car that meets your needs.

Friends, nobody cares about the features or the tires or the color of the car. Think and tell me why you need a car? To avoid walking long distances, to go to work, to take the kids to school, to travel on vacation to another city. 

Now, why do you want a different car? Because the one you have is old, you want something bigger for the family, you want something with more power to tow trailers, you want something that spends less gas, etc.

If you realize, it’s all about needs. There are no car features involved. Nobody is buying a car for its color. So, understand the customer’s needs and sell based on those needs. And that’s what many of you are doing wrong in your businesses, in your ads, in your social media posts, in your flyers.

Dentist: Teeth cleaning for women, we use a super nice machine, white as snow. Get a limited coupon and come to my pink office for $50 for the first consultation.

Then there’s the patient with a toothache that doesn’t let them sleep, sees this ad, and says, “Why would I want to go to a pink office? I want someone to fix my toothache.” And then they find someone who sells well: “DO YOU HAVE A TOOTHACHE THAT KEEPS YOU AWAKE? VISIT US TODAY. Morning and afternoon appointments are available. $100 for the first consultation to solve your toothache.”

And the patient will run urgently, even if it’s more expensive, even if it’s the same office, and the doctor will do exactly the same thing. But in the ad, the dentist said they would solve their toothache problem! They will solve their problem, and that is all they care about.

Stop not selling the need. It’s very easy to fix, and you will stop leaving so much money on the table. Don’t leave that money there for others to grab. Sell the need. Study your customer, understand what they need, what needs your product or service fulfills for the customer, and base your marketing on that.

If you don’t know the need, it’s as simple as asking the client. Investigate, evaluate, and act. When you start selling based on needs, I guarantee your income will increase by at least 50%, because your clients will see you as a god. You are the person who knows what they need, and you are the person who solves their need. They will give you all the money in the world because you help them.

And I, as a marketer, also see a great need you have as a business owner, which is that you don’t have time to do all this analysis or dedicate all that time to your business to research your clients and detect their needs.

You don’t have that time, but I will solve your needs today and now. Contact us and we will bring you a lot of time. How? Send us an email at arlylago@realsyncmarketing.com and you will find out how.