When selling a good or service, it is not usually the “need” that is uncovered that moves a sale forward. What moves a sale forward is the “need behind the need”.
You see, the “need behind the need” is the ultimate reason why a client would purchase something. It is not that a client necessarily needs a certain product or service just to have it. It is they need a product or service to satisfy something else entirely. In other words, the purchase provides a solution to the cause of a problem. The more you dig to find out what causes the problem (the need behind the need), the more likely you are to sell a client the right product or service.
For example: My wife and I have a house cleaner. We do not have a house cleaner solely because we just want one. We have one because I travel a great deal, my wife works full-time and when we get home there are other things that have to be done. The main one is spending time with each other. So you see, my need is a house cleaner. My “need behind the need” that we hire a house cleaner so that we can spend more time with each other and have stronger relationships.
Hopefully a good example.
Ironically, we may apply this concept in some form or fashion to our professional lives, but we rarely apply it to our spiritually lives.
We tend to go to church to satisfy the surface craving for God, but do not dig into what that service can address on a deeper level or throughout our week.
We read a bible and use the scripture to try and find a quick fix to a problem but rarely search deeper to see what actually caused our problem and how that scripture could fix it.
We sit on our faith and use it as a shield against life’s ills and difficulties instead of using it to ultimately prepare us for the tough times we know are coming.
Our beliefs, faith and our church are really designed to help us all uncover our own personal “need behind the need”.
We just don’t tend to let it do so.
(if this does not make sense….sorry…it totally does in my head)