In the marketing field, we often hear the word “needs.” There is also a similar word called “wants”.
Both are basic marketing terms, but what is the difference? Let’s take another look at the meaning of needs and wants.
Meaning of needs and wants
Now, I will explain the meaning of each word and the difference between the two.
- Wants are “customer desires that are more specific than needs”
Wants is a word that means “desire” or “desire”. It has a similar meaning to needs, but
in the case of wants, the user knows how to satisfy the desire and wants a specific product or service, such as “I want ○○.”
is.
For example, the desire to “move faster” or “go farther” is a need. At this point, there are no clear solutions to these problems. I’m at the stage where I’m looking for a way to move, no matter what.
“I want a car” is a desire. This is because users know that cars are a means of traveling quickly and far, and they want specific products. Requests for specific products such as “I want a Crown” or “I want a Skyline” are also classified as wants.
Manifest needs and latent needs
Needs are further divided into two types: manifest needs and latent needs.
“Manifested needs” is a state in which the desire to “want to do ○○” is made clear
. The desire to move quickly, as mentioned earlier, is a manifest need. Users are looking for products and services that meet their needs.
On the other hand,
“latent needs” refer to desires that users have but are not aware of
. We may not be aware of it on a daily basis, or it may be hidden behind “manifest needs” and wants.
People who want a car have a “manifest need” to “move quickly.” Digging deeper into this, we believe that there is an underlying desire to “make work and daily life more efficient,” “use time more effectively,” and “avoid fatigue” by moving quickly. This is “latent need”.
There is a “latent need,” which develops into an “actual need,” and when specific means are found, it becomes a want and leads to a purchase.
Explore needs and link them to purchasing
In order to get users to buy your product or service, you need to show them that there is a way to satisfy their needs and
connect their needs to wants
.
Let’s assume that a person who has the need to “move quickly” doesn’t know that a tool called a car exists. Features of cars include, “You can go in 10 minutes by car to places that would take an hour on foot.” “You can go where you want, whenever you want.” “You don’t have to walk, so your body won’t get tired.” If you explain and sell the car, users will recognize that the car is a product that satisfies their needs, change their desire to “I want a car,” and make it easier for them to purchase the car.
In this way,
by thinking about what products and services can meet the needs of users and proposing them, you can sell your own products
.
Sell products by searching for latent needs based on wants and actual needs
A more advanced technique is to sell products and services by finding latent needs from existing wants and manifested needs.
For example, let’s say a business partner’s manager says, “I’m thinking of buying a car for business next time.” So let’s dig deeper into why you want a car.
For example, if your reason is “I want to improve efficiency by shortening the time you spend traveling around the office,” we may be able to suggest a system that will make your work more efficient. If your reason is “I want to go to other regions to develop new business and increase sales,” they may use services that can support your sales activities, such as creating a homepage or Internet advertising.
In this way, it is very effective
to draw out latent needs from the wants and manifest needs that users already have, and sublimate them to other manifest needs and wants when approaching your company’s products and services
.
summary
◆Needs refer to customer wants and demands, but the concrete means to meet them are not clear.
◆Wants are a state in which the means to satisfy one’s needs are clear and one wants a specific product or service.
◆Needs can be divided into manifest needs, where your desires are clear, and latent needs, which are not clear or of which you are not aware.
◆Users make purchases by converting needs into wants, or by elevating latent needs to actual needs/wants.