Reading between the Lines II

However, all customers -- however company-focused they may be -- are to some extent influenced by personal needs.

Selling would be a far easier task if customers could be relied on always to buy fro sound business reasons -- such as return on investment, quality, value, and competence. If the buyer always made his or her decision dispassionately, rather than based on how that decision made them feel, reading their requirements would be straightforward.

However, all customers -- however company-focused they may be -- are to some extent influenced by personal needs. These delve into areas that are harder to quantify -- security, connecting with others, ego, and comfort. For this reason, showing empathy with the customer will bring you rich rewards.

Business needs are measurable while personal needs are subjective. Below are some examples of each to illustrate the differences between the two.

BUSINESS NEEDS PERSONAL NEEDS

Reduce Cost Look good in front of peers.

Increase efficiency Gain recognition

Shorten production time Get that promotion

Become more effective Minimize the risk

Increase profitability Boost personal status

Improve turnaround time Decrease stress

ACTION POINT: Recognize motives by looking out for customers who are risk averse, or who appear to worry abut how they are going to appear; they tend to be driven more by personal needs.