Global View

“I´m not afraid of heights – I´m afraid of widths.”
Bill Wilson

© Copyright 2012 CorbisCorporationIt is common in many businesses to hear people talking about how to meet the Needs and Wants of the customers. This comment applies equally to marketing, training, sales, etc.

We in B&A believe that each client organization, has its own NEEDS WANTS and LACKS. These areas are also present in the individuals who work within the organization. These three areas form a part of what is known as the “Buying Process” which is subconsciously in all areas of interpersonal communication. Any organization, product or service that can cover ALL three of these areas is able to provide satisfaction for the client which results in extra sales and faithful clients.

The NEEDS part of the system refers to the basic, logical component of the “buying” process: be it a product, service, or idea. This area occupies approx. 30% of the reason for buying what is on offer. It consists of a simple, basic, possibly generic, description of the need identified by the person/organization:

  • I need a shirt.
  • I need a new car.
  • I need to sell 5.000 units of the new product.

Notice that there are no details included in the NEEDS.

The WANTS part of the system is where the details emerge. This is the emotional element of the system and has a value of at least 35% in the “Buying Process”. The WANTS give much more information about what the client or individual seeks and defines what he is willing to pay for. The more of the WANTS that can be covered, the greater the possibility that the client will buy your product, service, or idea.

If we apply this to the first example above:
I need a shirt.
I want: Light blue. Long sleeves, 100% cotton, 1 breast pocket, Buttons on the cuffs. O.K. with Tie. Made in Spain, Cheap, Famous brand, O.K. with my favourite suit, My wife likes it.

Note: all of these elements are emotional and some are very difficult to define or quantify logically. Obviously, some will be of more importance than others. However, If the product, service or idea can cover ALL of the WANTS mentioned above, there is a very high possibility that the person will buy it. If some elements are not covered, but they are of secondary importance, the purchase could still happen.

The business example would be the following:
I need to sell 5.000 units of the new product.
I want: People talking about the product, Perception of elite product, Publicity, Perception of value for money, Market leader, Head office happy.

The last element of the system is the area of LACKS. These account for the remaining 35% of the reasons for “buying”. This area can be composed of both logic and emotion. However, we have found that usually emotion is the strongest element. The LACKS define why the person or organization is having problems covering their NEEDS / WANTS.

Using the examples given above, the LACKS would be as follows:
I need a shirt.
I want: Light blue, Long sleeves, 100% cotton, 1 breast pocket, Buttons on the cuffs, O.K. with Tie, Made in Spain, Cheap, Famous brand, O.K. with my favourite suit, My wife likes it.
I lack: Time to go to many shops, Money, “good” colour coordination, Knowledge of my exact size, Interest in buying clothes, Good taste in shirts.

The business example would be the following:
I need to sell 5.000 units of the new product.
I want: People talking about the product, Perception of elite product, Publicity, Perception of value for money, Market leader, Head office happy.
I lack; Marketing budget, Salesmen, Time, Knowledge of the competition, Sales/marketing techniques, Support.

One key point to bear in mind is that once one NEED is covered, all the other elements change. No one person or organization is capable of covering all our NEEDS, WANTS & LACKS at the same time. The intelligent communicator is one who covers the overlapping areas of one set of NEEDS, WANTS and LACKS today, another set the day after, and so on. Covering N, W & L in this manner help to maintain customer loyalty through the conscious dynamic application of progressive and evolutionary skills and techniques.

As one can see, both individuals & organizations have NEEDS, WANTS and LACKS: B&A believe that it is only by covering the N, W & L of the client, whether it is an individual or an organization, that one can achieve one’s communication or business objectives.

All of B%A’s training & consultancy services are based on the real-world application of these areas in such away that both B&A and their clients achieve their common objective:

SUCCESS

 

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