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Is “find a need and fill it” bad marketing advice?
Posted by Michael Cage on Friday, May 18, 2007Just because marketing advice is repeated often ... doesn't make it true.
"Find a need and fill it ... that is the key to successfully marketing a business." - Someone who needs to be slapped around a little bit.
Truth is, follow this "find a need and fill it" advice and you are inviting commodity pricing.
Think about it...
People NEED to get their roof repaired ... but they WANT on-time, courteous service, clean workers and a guarantee their roof won't leak again.
People NEED a computer network set up ... but they WANT someone who understands their business, will suggest things to make it run smoother before a breakdown prompts it, and won't make them feel stupid by talking geek to them.
People NEED to have a cavity filled ... but they WANT to look good and have a pain-free experience in a friendly office with warm people.
People price shop for what they need, and even that makes them grumpy.
People pay premium prices for what they want, and they love it.
Go to an Apple Store. Play marketing anthropologist. Really observe the people. You'll "get it" in less than an hour.
Service business, retail business, business-to-business, whatever your business...
...if your business struggles with commodity pricing or if you have to "justify" your price more than once in a blue moon ... betcha an iPhone (ahem, another example) you are focusing on what your customers or clients need, and aren't paying attention to what they want. And that makes them begin to not want you.
Forget find a need and fill it.
Find a want, touch your market ... and lead a movement.
I talked about this in today's Aggressive Marketing & Entrepreneurship Daily Podcast (along with a discussion about when to release version 1 of your product or service, true entrepreneurial competencies, and how to stay passionate and energized in your business). If you haven't listened yet ... what are you waiting for? ... I'm on Episode #4. (Subscribe in iTunes.)
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by: Jon MillerHere are 13 more blogs about b-to-b marketing, bringing the total on the complete Big List of B2B Marketing Blogs to 89 blogs. B2B marketing as a group is still lagging far behind other categories of marketing blogs.... Tracked from: Marketing & Strategy Innovation Blog on Friday, May 18, 2007
I really appreciate that you differentiate needs and wants. So often they are thought of as opposites when in fact they are just related. I think needs range from need for survival and need for comfort. Wants are more like desires. Somethings we do not need but we desire them. Other things we do not desire but we need them.
Too, often people think that they can enter a field because the item they want to sell is highly desirable and needed. The trouble is that unless they are the only one who knows that the field will be crowded. Sometimes it is better to sell something less desirable but needed - Merck took the “Viagra” effect out of Rogaine because they thought it was undesirable. (And you thought the guy who came up with New Coke made a big mistake.)
New businesess need to focus on value added not me-too at a low price.
Great post!
drrogera@modernmagellans.com on Monday, May 21, 2007 Is “find a need and fill it” bad marketing advice?Found a great new blog today with a post focusing on “Is find a need and fill it bad marketing advice?” This post really takes the same slant as my Need vs. Want post from a few weeks ago, but I think it might clarify the point a bit more. ... Tracked from: Brett's Blog on Wednesday, May 23, 2007
i am intersed in marketing , as i have a little software company and i need to market my products outside my country and i also to know how to find the needs of the others software makerts in other areas , could you help me ?!!!
Mohammad A Gabr on Monday, June 11, 2007 Is “find a need and fill it” bad marketing advice?To Read Inside This Exciting New Book: Tracked from: Site Stealer - Fully Legal Way Of Stealling Sites on Friday, July 20, 2007 Is “find a need and fill it” bad marketing advice?
The normal person would be under the impression that taking the time to produce news on this topic of thought is a waste of money. Tracked from: make money off on Friday, October 26, 2007
Michael,
People buy and pay for solutions to their problem… they don’t necessarily buy something just because they need it or want it. Naturally, price, or should I say ‘value’ will always be an issue with most people but if you have the best solution to solve their problem, then price will be much less of a concern.
Conrad on Monday, November 19, 2007Michael,
It is refreshing to find others like me willing to post our opinions on contrarian topics in b2b sales arena.
“Self Commoditization” is essentially epidemic among most b2b sales people, especially in the industrial services market.
Sales people just don’t seem to make the connection between the nuts and bolts of an opportunity and the emotion that customers have.
While I don’t agree that we should throw out the baby with the bath water, I do advise all my clients to drive their customers’ buying decisions through emotional mechanisms. Sure...filling the need is important...and justifying your customer’s purchasing decision (and helping him/her to justify it to his/her peers) with quantifiable benefits is important…
...but YES! NEVER let us forget that all customers, whether they are b2c, b2b, p2p...whatever...ARE PEOPLE...and they all have some level of emotion that top sales people always strive to understand.
Cheers on your contrarian bravery.
I will chime in on this and other similar topics on occasion on my blog if you are interested. http://www.SalesRaceHorses.com/blog/
Scott Trunkett on Tuesday, January 08, 2008http://www.leadsmarketer.com/emailappending_service.htm
MIcheal on Friday, January 25, 2008The smartest comppanies know it has always been about the emotion. TAp inot what consumers feel and you tap into a strong emotional core that drives sales.
Good points. Enjoyed the post, and put a link to it for my readers on wwww.roundpeg.biz/blog
lorraine Ball on Saturday, February 02, 2008It is correct whoever said tap into emotions and you make sales.
With me, what I want I still bargain for somewhat. I feel grumpy if I have paid retail for something I want. Maybe its just me. But you are right, I definetly only want to pay bottom dollar for something I NEED.
With the iPhone, it has something magical about it. Some kind of revolutionary product that taps into peoples emotions and thoughts. Which is probably the reason why Steve Jobs has put a premium price tag on it, because he knows he can sell it for a premium.
David Murphey on Friday, February 15, 2008Come’on. Find a need and fill it is what built this country. Of course, people buy from those they like, and they can only like those who are more interested in them than those people interested in themselves. I started the Sales Lead Management Association last year and we have great cooperation and traffic. People tell me this is a good example of find a need and fill it. At the same time people will only return if there is something of personal value. 75% of the people visiting the site are unique, but 25% are people returning. Over time the return visitors are going up and we hope they will increase as we introduce more articles press releases, etc. I guess that is the other end of your equation which says that none of us can deliver just a product without service.
James Obermayer on Saturday, February 16, 2008Research shows that success comes when you help people buy what they NEED in the way that they WANT it.
Local Business Will Prevail.
Small Business Online Marketing on Tuesday, March 11, 2008Local Online Marketing
Are you releasing a new product over at
http://www.teleseminarpower.com
Chris on Wednesday, March 12, 2008I believe in trial and error so. I can’t tell u if thats the way to go
ALL IN ONE FORUM on Sunday, March 23, 2008The smartest comppanies know it has always been about the emotion. TAp inot what consumers feel and you tap into a strong emotional core that drives sales.
edrugmarket.com on Tuesday, March 25, 2008your feed doesn’t seem to be working
Galen De Young on Wednesday, March 26, 2008It is one of the best companies in the category
Arkadiy on Monday, April 07, 2008Correctly, excellent idea, you are right, buy that goods which is necessary to people.
Rezak on Monday, April 07, 2008I as support your idea!
Arkadi on Monday, April 07, 2008The “Find a need and fill it,” approach is great for getting in the door, particularly if you’re the first to knock on the door and the need is urgent...But that approach may not win or retain the long term business.
The simple marketing quip I like and believe remains true: “Find your niche and protect it.”
John Gillett on Monday, April 07, 2008Don’t listen any advices. You have your own had - use it.
Laptoper on Wednesday, April 23, 2008Many needs can be translated into want with the right message sent to consumers.
People may not need to get the latest brand new car every year, but they want to feel secure and successful by showing off to friends they got a new car.
Jon Orana on Friday, April 25, 2008Great Post.
I think it comes down to personal ethics from an entrepreneurs perspective. You will do what you see to be the best for you to do. This will determine what business you become involved in and your success in that business. Solving peoples problems not fixing symptoms is an honorable and satisfying venture, For me. It also causes me to always look for new customers. As fixing the real problem, eliminates the customer....
based business to start on Monday, May 12, 2008The “find a need and fill it” has been around since the dawn of time. It is a good advice it is just that you might need to fine tune it a little more today.
doom on Monday, May 12, 2008