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Creating A Need Pt 1

If you need something, you typically go to the store and buy it. If you don't have a ride to work you can purchase a car. But what if you didn't need a car? Or better yet, what if you don't feel like you'll ever need one? How would car manufacturers ever make money if people just didn't feel like buying cars?

The answer to this dilemma is that you need to create a need for your product or service.

Have you ever watched a commercial on TV for one of those cheesy mail order products? "Oh, the hassles of wire hangers!" you hear the announcer say while you watch a grown man wrestle with 57 coat hangers as if he's never seen one in his life. "Never deal with that headache again!"

Honestly, I didn't realize that people had problems hanging up their clothes, but come to think of it, it is a problem after all.

What happened? Someone created a need to solve a problem that never really existed. And now you need to order this product or you'll have this problem as well.  Companies do this all the time. Ads will tell you that you have a limited time to order or inventory is limited in hopes of speeding up the process.


This is prevalent in the insurance business too. People will put off their purchase of a life insurance policy because "I just don't need one right now," or "I'm healthy so I'll do it later." Of course, when this happens a good insurance agent will know how to handle these objectively. We let the client know that anything can happen.

"Remember Bob? He got killed in a car wreck last week. Left behind a wife and two kids. Not to mention a mortgage and a bunch of loans," I would say, watching the client squirm. "He was healthy too."

This method is much more effective if the spouse is present. "So Jim, if you take a policy out with me now and you get killed tomorrow, I'll come to your funeral and pay my respects. Your wife will see me and remember you took out that policy and we'll set a time to meet. The big question she'll ask is 'Am I going to be alright?'  What do you want me to tell her, Jim?"

With his wife staring at him like he's at a criminal, he'll cave. Is that considered "high pressure"? Not really. I'm not screaming or in Jim's face. To me it's a matter of stating facts. He could die sooner than he expects, and his death will change the lives of his loved ones. I want him to know that he can deal with it now so she doesn't have to later.

Next week we'll discuss the other part of this concept. In the meantime, think of ways to create demand in your industry and drop me a note.

Chris Castanes is a speaker who helps sales people succeed through workshops and humorous presentations. For booking information, click here.
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