Sell Clients What They Want, Not What They Need

Wait, "sell clients what they want and not what they need"? I know, that title sounds crazy, right? It’s not. Hear me out.

Harley-Davidson has some of the most amazing marketing around. They know what they’re doing and how to do it right. As a result, they are able to sell their products at higher-than-market prices, and customers can’t get enough.

How do they do it?

They Know Their Audience Better Than They Know Themselves

I know a lot of people who either have a motorcycle or want a motorcycle. Bikes are cool.

If you ask them why they want a motorcycle, the odds are good you will hear reasons like "saves on gas," "can make a commute easier," or "it can become a second household vehicle, so people aren’t fighting over who gets the car."

Those are great perks and great reasons to buy the motorcycle that they want.

But what often goes unnoticed is this: the reason we want things is to fill a deeper need. When people buy motorcycles, I don’t think those are the real reasons for the purchase.

For better or worse, we have a cultural image of who we're supposed to be as Americans. We're supposed to be independent, strong, and in charge of things around us. Sure, this cultural definition is changing. But I believe it’s still there.

Meanwhile, the everyday world in which we live isn’t generally conducive to that experience. Instead, we get to work on time, or else we get in trouble. We do what our bosses tell us. We experience constant supervision. We work long hours.

Think back to your own life. How often have you felt exhausted and disempowered? How often have you lived at the mercy of the whims of your superiors? And it's not like you had much of a choice, assuming you wanted to maintain your livelihood.

The Harley-Davidson Solution

When people go into the Harley-Davidson shop, they want a motorcycle. After all, motorcycles are cool.

But that’s not what they need. 

What they need is to ride a menacing steed into town that goes fast, roars intimidatingly, and turns heads. It’s an experience of power. While they’re riding, they become the rebel that no one can order around. They become the independent, free spirit. Behold, the monarch of the mountain!

At least for a little while. Then it’s back to the everyday world.

Harley-Davidson sells people what they want: motorcycles. But they give customers what they need: a way to heal a wounded, fragile ego.

Note that they do not lead with that. They do not overtly address that need in their marketing. Can you imagine what would happen if their brand promise said: “We will help you heal your wounded, fragile ego!” It’s not going to fly.

Most people probably don’t even realize that they need that kind of healing. When they see that Harley go down the road, they think, “Cool! I want one!” and that’s as far as it goes. They can imagine themselves riding and feeling powerful, but they probably aren’t able to see why it makes them feel powerful. While what we want is a manifestation of a deeper need, it doesn’t mean we are aware of what that need really is.

Furthermore, what wounded, fragile ego is going to admit that it is a wounded, fragile ego? Putting potential customers on the defensive with your marketing message isn't your best option, even if that's the need you are really meeting.

The Transformation Flows from Fulfilling the Need

When you think about it, a motorcycle is really just motorized transportation for one-person (maybe two). That’s it.

But when a motorcycle becomes a menacing steed, it changes the mindset. It transforms a person from the inside out so they can feel confident once again.

Harley-Davidson knows that the transformation we seek doesn’t happen as a result of getting what we want, but rather by getting what we need. And that’s why people will pay above-market-pricing for the beasts that they sell.

Let’s Bring this Home

So, what are you selling? It’s a trick question because we’re looking at both the marketing and the product or service.

I would like you to create a table with three columns. In the first column, list all your products and services. In the next column, list out the "want" that your product addresses. In the last column, identify the real "need" that your product targets.

If you can’t do this easily, it’s best to take some time with it. Think this through. Be intentional about what you offer. Remember, the more intentional you are in your process of creating your offers, the better they will sell.

Learning How to Market Your Business on Your Own is Hard

There is no denying that. You can spend hours upon hours and burn the midnight oil trying to figure out what to do next. A lot of DIY learning can feel like throwing spaghetti against the wall hoping something sticks. It’s incredibly inefficient. On top of that, those who succeed discover that they’ve spent a ton of time and resources simply reinventing the marketing wheel.

If you want to take the fast-track to learn how to market your business, grow your bottom line faster, and live the life you want to live, then why not join Heather’s Get Leads & Clients Academy membership?

Get Leads & Clients is designed to give you time with Heather so she can give you personalized advice to get your business unstuck and moving forward.

When you join the Academy, you'll receive:

• 2 Weekly coaching calls
• Feedback on your marketing materials
• Access to all of Heather's available workshops, training, planners, etc.
• Free passes to attend future live workshops and events

If you are finally ready to go from frustrated and overworked to satisfied with a steady stream of leads and clients, check out our Get Leads & Clients Academy!