Finding out what customers want can have you reaching for a crystal ball. You may think, “Ah, if only I were a mind reader or could see the future.”
But we’re not gifted with supernatural powers. We’re salespeople trying to guide people through complex buying decisions to reach the right solution.
Understanding customer needs is the key to knowing what people want from your business and how you can offer it at all stages of the journey.
Let’s look at how you can proactively uncover your ideal customer needs and then discuss how you can give customers what they want.
For example, customers need to purchase a product that works reliably and is within their budget. In real life, this could be a project management software salesperson who needs an affordable CRM with integrations to their core tech stack.
If the CRM business doesn’t sell an effective product that meets the customer’s expectations or is better, it might leave for a competitor that does.
Selling to businesses doesn’t mean you’re just selling to a business. Other elements come into play. After all, a business is made up of founders, team members, and multiple departments.
In sales, you must speak the language of the person you’re selling to. So consider their priorities and influence over the business before you pick up the phone.
I know what you’re thinking, though. “I don’t have unlimited time to sell to everyone. Selling to just one business is bad enough!”
But, ultimately, there’s no way around it––selling to businesses is multi-dimensional.
When you’re selling to a business, you’re selling to three different levels:
Ideally, you’d focus on selling on all three levels. You'll often have to prioritize in the real world (where you’re operating with limited time and resources).
When qualifying the buyer's needs, you must consider whose needs you’re aiming to meet.
Do you learn about the company’s needs? What are the department’s needs? The individual’s needs?
Let’s look at these three layers in more detail.
These are the needs of the company you’re selling to. Needs on a company level are usually broad and focused on the big picture.
Here are some typical examples of company needs:
Specific department-level needs are usually more detail-oriented. They focus on meeting certain goals and solving problems.
Among these department-level needs are:
These are the needs of the actual decision maker—or the internal champion who will “help” the decision maker to make the right choice. These needs are personal and may not have much to do with the company or department.
The needs of this person often include:
While identifying customer needs is crucial, structuring the approach to meet these needs can be equally important. Adopting a systematic methodology, such as the waterfall approach, can be beneficial in this context.
Customer needs come in all shapes and sizes. They’ll vary according to the individual and company.
That means there’s no one-size-fits-all customer needs guidebook. Instead, customer needs are based on your industry, competitors, and required customer solutions. You’ll need to perform in-depth customer and market research to understand customer needs better. (Don’t worry; we’ll cover how to identify customer needs later).
Most of your customers' needs fall under these five main types.
Have you ever bought a subscription to a platform that’s really awkward to use? Yep, we’ve all been there. It’s super annoying, to say the least.
The customer’s purchase needs to work. However, functional needs go beyond just working.
Let’s say you’re managing the user experience of a pet-sitting app. The platform needs to make life easy for both pet sitters and owners by providing resources and information like pet insurance costs or nearby veterinaries. If it doesn’t work as both parties expect, they may churn and look to the competition.
Customers need purchased products or services to perform in line with their expectations.
Clunky software interfaces, buggy apps, and slow load times are a big no for busy users!
Here are the key customer performance needs:
Picture this: you’re in deadline mode and need browser-based design software to help you finish up visuals for a pitch you’re doing tomorrow. Then it crashes. You panic. When you can’t find the support chat, you doubly panic.
Customers require clear communication from the moment they contact your brand to post-purchase.
Every customer has unique selection criteria that go beyond simply finding a solution when they need it.
Keep these strategic needs in mind:
Striking the right balance between an affordable price point and convenience for your customers is delicate. Getting it right is key to making your offering their first choice.
We all want to be treated with respect and feel that people understand us.
Customers have expectations around service, and rightly so. To build a base of loyal customers, put excellent customer service at the heart of your selling process.
Here are some of the top customer service needs:
Identifying customer needs can feel like finding a needle in a haystack. With so much competitor noise combined with customers who don’t know what they want, it’s not always easy.
Luckily, a simple remedy from one of our all-time favorite founders.
“You’ve got to start with the customer experience and work backward to the technology,” Steve Jobs famously said. “You cannot start with the technology and try to figure out where you’re going to sell it.”
Jobs' message is relevant whether you sell cars, software, or dog food.
If we decode the fundamentals of the Apple founder’s message, it means understanding:
Based on Jobs’ genius, here are a few strategies to help you identify customer needs.
Thorough industry research will help you understand what other companies offer and whether your customers’ needs are being met.
Start by analyzing your competitors and determine if there’s an overlap in your target audience.
Then, review how your competitors tackle their pain points and general issues. Are they able to find solutions? Are customers satisfied with their offerings?
If the answer is yes, it may be worth implementing some of their strategies. If the answer is no, then you can identify gaps to fill.
For example, a social media management software startup may only offer two monthly subscription plans. However, when they review their competitors, they find that they offer four or five for different business sizes.
Your business probably has access to plenty of customer data. If you already have a CRM, it’ll be easy to find, slice, and dice the needed data.
As you review your customer data, ask the following questions:
Let’s say you run a skincare tech startup. People use your app and product line because they want better skin. But you’re not sure of their exact pain points. When you go through your CRM, you see that nearly half of your existing customers suffer from acne, and the other half suffer from dry skin. This data shows your customers’ pain points and what they want to solve using your product.
Use this data to better understand why your existing customers chose your solution.
When you want to learn more about your customer base, there’s no better way than to ask them directly.
There are several ways of collecting customer feedback, both virtually and in person:
Mapping your customer journey visually represents how customers interact with your brand at every stage.
Customers usually see one of your Facebook ads before downloading your ebook. They then sign up for a free trial of your accounting software and, three months later, convert to paying customers.
Mapping it out helps you better understand what phase of each customer's journey is and how you can best meet their needs at every stage. Also, doing this exercise helps you create a more customer-centric company that puts consumers first. Ultimately, you’ll build a more proactive customer support approach that can anticipate what customers want next.
Your customer service team is on the frontline of your business.
They constantly interact with existing and potential customers, so of course, they’ll have valuable insights into what customers look for and complain about.
Support team members can likely tell you about the most popular product features and the elements that receive complaints. They may even change your perception of how customers are using your product.
You may believe customers use your platform to collect customer data. But when you talk to support reps you find out they’re actually choosing your platform because of its integrations to their automation software.
This inside knowledge can fuel your product development and help you solve existing issues.
The key to meeting customer needs is never losing sight of what it’s like to be in their position.
Think about it for a moment.
If you had a problem, what would encourage you to choose your product as a solution? If you had already signed up for a subscription, what was keeping you from achieving your initial goal?
Maintaining empathy and knowing the answers to these questions will help you better meet consumer needs.
Here are four steps to take to meet customer needs.
Start with your customer journey. Why do customers reach out to your company? What are they looking to solve?
So, draw on your CRM data and initial customer needs analysis to understand the why behind their purchasing decisions better. Think about their initial expectations and whether your company consistently meets and surpasses them.
Then, identify any gaps between your offerings and customer needs. When you’ve got a clear idea, then develop a solution. Add new product lines, features, or service options to meet specific needs better.
Everything should start with the customer. Remember, you can’t meet their expectations if you don’t align your strategy with their needs from the get-go.
So, dig into your customer feedback and figure out how to align your business processes and offerings with what they want.
Understanding customer needs is not a one-and-done. Instead, it will constantly evolve. Don’t be afraid to shift your approach to be more in tune with what customers want now.
Doing this will make you more likely to win long-term customer loyalty.
McKinsey & Company found that 71 percent of customers expect companies to deliver personalized interaction, and 76 percent get frustrated when this doesn’t happen.
Businesses that don’t deliver tailored solutions to customers risk leaving money on the table. Personalized offerings are no longer optional––instead, they’re a key component of people’s expectations.
Start by tailoring specific offerings to segments of target customers. Then, if your company has the resources, experiment with offering highly personalized solutions to individual customers.
Personalizing your offering will act as a win-win situation. Not only will you be more likely to give customers what they want, but you’ll also have direct access to real-time feedback.
It can be hard to measure customer satisfaction. But knowing which KPIs to track and then how to evaluate them is key to maintaining success.
Here are five metrics to get started with:
Keeping a close eye on these metrics will help you make more informed decisions to improve customer satisfaction. If you notice any of these metrics lagging behind, it’s important to be proactive and figure out where you’re not meeting customer expectations.
Proactively listen to customer preferences, and you’ll be surprised by how much you strengthen your offering and see an uptick in sales.
Getting your framework off the ground can take some work, but fortunately, it’s well worth it. The key to success is to remember that customer needs aren’t static––they’re constantly evolving. So, make it a habit to seek feedback from your customers and adjust your offering to suit their needs.
Want to track customer needs and interactions with them? Look no further than a high-performance CRM like Close. Try it out to see how it can help your team pay more attention to customer needs and deliver on those.