The real need of the market
Posted: Mon Jan 20, 2025 4:06 am
Based on the insights from the book "From Zero to One", the first point may seem quite obvious, but this concept can be defined as an unexplored gap with great potential , due to the need presented by the people who move the market.
The second point requires a more complex response, as a real market need. The “ real ” is what makes all the difference, as we are used to presenting the simplest answer first, before exposing our real objections.
For example, you are walking through a mall and crypto email list pass by an electronics store, where you usually shop, and you decide to go in just to check out what's new, but without thinking about anything specific. A salesperson quickly shows up to show you all the new products, one of which is the latest edition of a smartphone from an unknown brand, but extremely complete, with features you had never seen before. After a great presentation about the product, the salesperson finally makes the offer: " You can take it for just R$3,999.00 ."
Wait, okay, the phone seems to be very complete, but for 4 thousand reais!? From a brand you've never heard of? It seems a bit absurd, right? I don't know about you, but the first thing I would say: "HOW EXPENSIVE! For R$4,000 I'll buy an iPhone."
And that's where the question comes in, was the problem the price? Clearly not .
There is much more behind this comment, deep issues that even if the seller offered a 10, 15, 20% discount, the account still wouldn't close for me, because he wouldn't be addressing my real need. And the book "From Zero to One" gets it right again.
How to find the need?
This question can be answered with only one method: 5 Why !
This is a very simple exercise (but it should not be done in a simplistic way), which consists of asking the question “Why?” 5 times and with each answer, you get a deeper understanding of the customer’s real objection or need. Let’s try it using the same example:
Why is it so expensive? Because the iPhone costs 5 thousand and it's from Apple;
Why is being from Apple important? Because I already know and trust the brand;
Why do you trust? Because my friends have it, and they speak very highly of it;
Why do your friends speak well of it? Because the cell phone doesn't give any problems, and when it is needed the support is great, they replace parts that break naturally for free, in addition to the resale being very good;
Why do all these benefits make a difference? Because I don't want to have a headache with my cell phone, I want to buy it and have peace of mind.
The second point requires a more complex response, as a real market need. The “ real ” is what makes all the difference, as we are used to presenting the simplest answer first, before exposing our real objections.
For example, you are walking through a mall and crypto email list pass by an electronics store, where you usually shop, and you decide to go in just to check out what's new, but without thinking about anything specific. A salesperson quickly shows up to show you all the new products, one of which is the latest edition of a smartphone from an unknown brand, but extremely complete, with features you had never seen before. After a great presentation about the product, the salesperson finally makes the offer: " You can take it for just R$3,999.00 ."
Wait, okay, the phone seems to be very complete, but for 4 thousand reais!? From a brand you've never heard of? It seems a bit absurd, right? I don't know about you, but the first thing I would say: "HOW EXPENSIVE! For R$4,000 I'll buy an iPhone."
And that's where the question comes in, was the problem the price? Clearly not .
There is much more behind this comment, deep issues that even if the seller offered a 10, 15, 20% discount, the account still wouldn't close for me, because he wouldn't be addressing my real need. And the book "From Zero to One" gets it right again.
How to find the need?
This question can be answered with only one method: 5 Why !
This is a very simple exercise (but it should not be done in a simplistic way), which consists of asking the question “Why?” 5 times and with each answer, you get a deeper understanding of the customer’s real objection or need. Let’s try it using the same example:
Why is it so expensive? Because the iPhone costs 5 thousand and it's from Apple;
Why is being from Apple important? Because I already know and trust the brand;
Why do you trust? Because my friends have it, and they speak very highly of it;
Why do your friends speak well of it? Because the cell phone doesn't give any problems, and when it is needed the support is great, they replace parts that break naturally for free, in addition to the resale being very good;
Why do all these benefits make a difference? Because I don't want to have a headache with my cell phone, I want to buy it and have peace of mind.