Step 3: Identify The Customers\’ Real Emotional Needs

step 3 identify the customers real emotional needs

As promised, over the next 8 weeks, we’ll be sharing one small idea every week on small steps you can take, that don’t cost much and will result in a significant benefit to you, your business and your job.

Step 3 is: Identify the customers REAL emotional needs from your product or service

Now you have developed a feedback system, start to really interrogate it, and discover the key emotions that your customers are showing:

  1. Before they find a solution, and
  2. After they’ve found a remarkable solution

Customers all have physical needs for a product or a service from you, but these needs are the result of emotional needs: the key is to find the powerful emotional needs that your customer is experiencing, and then to design all your processes and systems around them.

For example: a customer for a pub or coffee shop may have the emotional need of loneliness or the desire for connection, so how can you design all your systems to solve these issues and produce happiness, connection and humanity, remarkably, as a standard output?

Or a customer of a professional services business may be feeling frustrated and angry and may need services that deliver peace of mind, trust and an easier life (remarkably, as a standard output).

In essence, through extensive research, we’ve found that all customers’ needs fall into one or more of three standard areas.


So, in the pub example, the major need is for attention and better life, and in the professional services example, they are probably looking for an easier life and trust.

The easy way to remember this is through the acronym ‘TEA’ (Trust, Easier/better life, Attention).

Customers always just want a cup of TEA!

Now, when you’ve identified the key emotions, put them into categories (T or E or A), you can then start to re design the ‘moments of truth’ in all your systems and processes from the ground up, using this filter to make sure you deliver remarkability on the emotion where it matters, at every step.

Slow Selling is a worldwide not for profit movement for change in selling.

Our systems deliver peace of mind and confidence to caring managers who want to do the right thing and grow their business, without sacrificing principles or profit.

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