THERE ARE TWO KINDS OF NEEDS-VISIBLE AND INVISIBLE :
The visible need is where the prospect is aware of the pain or the problem and actively responds to or takes action,without somebody prompting him.These needs are like food clothing and shelter.These are necessities.People go out and purchase them.Price may not be a consideration.
The invisible need is where the prospect has to be made aware of the gain in owning and pain of not having.When we talk of the profession of selling,we refer to the market segment of the invisible need.This represents the majority of market segment and an opportunity for the selling profession.
HOW IS UNCOVERING THE NEED USEFUL
Very simple.Uncovering the need is nothing but showing or making someone understand the benefit/profit/joy of having that particular thing and loss/sorrow of not having it.Hence,uncovering the need is important to make people cognizant of essential things in life.
WHY DON'T PEOPLE RECOGNIZE THE NEEDS THAT DO EXIST :
There are three main reasons why people don't RECOGNIZE the needs that do exist :
1. Complacence : People resist change.They are complacent with what they have and have a callous attitude for any new thing.They wait for something to break and then their need turns from invisible to visible.One best example is Life insurance,vehicle insurance,health insurance,personality development and so on.
2. Indifference : The 'who cares,''it's not my job,''everybody knows of the problem' attitude.This is a non caring attitude which keeps people unaware of many needs.
3. Ignorance : The prospect does not know that he does not know.He needs to be educated.
I would like to conclude by asking you to uncover the need to make people cognizant about it.
Thank you for reading.
Vishwesh Wali from India.
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