Are you meeting the basic needs of your customer? Today we are going to talk about the 6 basic needs and talk through the first of the 6, certainty.
As I mentioned last week, I attended Tony Robbins” UPW–Unleash the Power Within. I’m telling you, as an aside, it’s a life changing experience. Hands down. If you have been thinking about it, do it. Don’t hesitate. Do it!
Now, I have been digesting this information and working to put some of the pieces in the context of business so let’s talk about basic needs. Every human has the same set of basic needs. There are 6 of them. We all have these needs, but the way we interact with people, the way we carry ourselves, the way we view ourselves and move forward in life is determined by the ORDER of these needs. Said differently, it’s how we prioritize these needs that determine our personality and how we act and respond.
I’m not here to convince you of the needs, get you to agree with them, or even determine which ones you prioritize. These next few podcasts actually aren’t about you directly. They are about understanding your customer as humans so you can be a better supporter of them. Fair enough?
For the rest of this episode and the following 5 episodes we are going to talk about each human need and how we can tell our customer they can have that need met with our product. Because here’s the deal, if we can meet 3 or more of the 6 needs, most consumers can’t say no to that offer. So let’s dive in.
The first basic human need is certainty. Certainty simply means you know it to be true, it’s going to happen, you can count on it. It’s guaranteed. Did you hear what I said . . . guaranteed. So, how do you meet the need of certainty with your product?
Money back guarantees, right? People want to know that your product will work. That they will get the results you promise. That whatever the buy is going to work and not immediately break, etc.
What else? What about a return policy depending on what you sell? They can try it, if they don’t like it, they can return it. Nothing lost. That’s a part of certainty.
If it’s not a tangible product, be clear and communicate honestly exactly what they will get and the transformation they will achieve within a set period of time. Clarity on the results and timeframe creates certainty.
Now, do you see when you are vague or when you aren’t serving you you are surviving that you miss the certainty need? If you aren’t certain, how can you make your customer feel certain? You can’t.
Here’s the other thing. Depending on what you sell or the service you offer, certainty may be the number one need of your customer. If you miss this, they won’t buy.
If you are seeing low sales, ask yourself, am I delivering certainty with my offer? Can my customer confidently buy this from me and not feel a risk?
If you are on the fence or say no, go fix it.