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Understanding the Wants and Needs of Your Consumers

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RISMEDIA, March 5, 2011—As we continue to make our way through today’s volatile market, now’s the time to start focusing on your skills and what you’re doing to find business, win the sale and close the deal. Here, Brian Wildermuth, president & co-founder of SharperAgent discusses how the proper selling skills and the ability to understand the wants and needs of your consumers will help you find success in any market.

Brian Wildermuth
President & Co-founder

Being a sales professional is a challenging job, and I’ve been doing it now for almost 20 years.

My years and experiences have taught me many lessons, but the one that rings most true is this—from time to time, we all need a good kick in the butt.

A good friend was able to do that for me. Danielle Kennedy is a woman who is unafraid to tell it like it is. Her message to me, and now my message to you is that it’s time to stop paying attention to the market and start focusing on skills. This year, pay attention and figure out what you’re doing to find business, win the sale and close the deal.

Start by examining your approach to working with buyers and sellers. When you’re talking to clients, your first question should always be: what does this person/family need? When you build your sales strategy from an informed understanding of the consumer, you set yourself up for success. While your competition is distracted with how to use the latest shiny objects (iPads, social media, mobile technology, etc.), it is important to first look at what to say to the consumer to attract their interest and get them to select you. Each consumer has different psychographic and demographic characteristics, and it is your job to figure out how to align their wants and needs with the right solutions. The best way to do this is to:

1. Study the tendencies of each generation, various demographic profiles and psychographic characteristics.
2. Ask a ton of questions and then ask some more. Really try to get at the essence of your client’s or prospect’s needs.
3. Actively listen and affirm.
4. Provide effective solutions and service.

Without the proper selling skills and, most importantly, the ability to understand the wants and needs of your customers, you will most certainly fail (tough market or not). To succeed, stop blaming the market and start focusing on sharpening the saw.

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