Find the Need Behind Their Needs
Find the Need Behind Their Needs
Find the Need Behind Their Needs
Find the Need Behind Their Needs
All leaders need to develop skills and systems to help diagnose and meet the needs of those they serve, even when those they serve don’t know what they need. A good leader knows how to take someone from what they say they want to what they really need.
“What is your lowest rate?”
Most customers who think they need a loan ask this question, but the question says very little about the customer’s true needs.
A good loan officer or sales person will respond to that question with a series of open ended and closed ended questions to determine the client’s needs behind their stated request.
I worked in banking and lending for 20 years and listened to many sales calls. Far too many of those calls went something like this…
Sales person: “Why do you need a low rate?”
Customer: “All my friends say they have less than 3%.”
Sales person: “What do you want to do with that low rate?”
Customer: “Buy a house.”
Sales person: “Why are you buying a new house?”
Customer: “All our friends moved.”
Sales person: “Have you found a new house?”
Customer: “No.”
Sales person: “What type of house do you want?”
Customer: “Something that makes my friends jealous.”
Sales person: “How much money do you have for a down payment?”
Customer: “Not much, I lost my job and we have been living off of savings.”
Sales person: “Does your spouse have a job?”
Customer: “No, we have 7 kids and they need a lot of care.”
Sales person: “Have you talked to your spouse about a new house.”
Customer: “No.”
Sales person: “Are you sure this is the best time for you to buy a new house?”
Customer: “No, can you help me sell my house so we can rent until the economy gets better?”
Sales person: “I’m sorry, I can’t, but I can introduce you to a real estate agent.”
Customer: “Thank you for listening to me and understanding me. You are a great loan officer!”
The customer revealed they had a lot of needs — new friends, a job, childcare, marriage counseling, self esteem, less expenses, and the sale of their current house — but none of them had much to do with their original request of a low interest rate.
If the salesperson would have answered the request and given them a rate, the customer might have spent the rest of the day calling other companies to compare rates instead of making progress on solving their most immediate needs. A good salesperson helps people see what they really need and moves them toward action steps that provide the customer with the most benefit.
Find The Need Behind The Needs
This type of scenario is common in financial services, real estate, travel, technology, teaching, legal, medical, counseling, automotive, construction, and most businesses that set out to meet the needs of people. People often don’t know what they need.
Those who lead people and organizations face the same challenge to meet the needs of those they serve — employees, vendors, partners, and investors. People often don’t know what they need.
People don’t know what they want, but it’s still our job to serve them. After all, the purpose of business is to meet the needs of others. And all our work finds purpose and meaning in serving others.
All leaders — from sales people to senior executives, from technicians to teachers — need to develop skills and systems to help diagnose and meet the needs of those they serve, even when those they serve don’t know what they need. A good leader knows how to take someone from what they say they want to what they really need.
Changing World, Changing Needs?
There certainly are economic, societal, and worldview shifts that are impacting all people.
People’s needs change as their budgets are impacted by inflation, supply, and workforce shifts. “The cost of auto insurance in the US rose more than 20% in 2023, the biggest annual jump since 1976, data from the US Bureau of Labor Statistics show. Rates are up 37% since January 2020, adding to an affordability crisis caused in part by the price of cars surging about 30% in that same time frame, to almost $49,000 on average, according to research group Cox Automotive Inc.” Why Did Car Insurance Get So Expensive? Bloomberg
People’s needs change as social norms change, making it hard for companies to project for and invest in what people need most. “‘I no longer have a need to wear massive ruffles or sequined pants when I mostly work from home and want to be more comfortable,’ said Johnson, a 31-year-old advertising strategy director who lives in Chicago.” Renting Clothes Was Supposed to Be the Future of Fashion. Then Shoppers Got Bored. WSJ
Worldview changes are even more dramatic. Several years ago, Tim Keller pointed out how the west has taken over a lot of Christian ideas but taken them to an extreme without considering what Jesus had to say about these matters.
“So, for example, the importance of human rights and doing justice has been turned into an extreme individualism. Because of these overlaps, a Christian can easily fall into getting co-opted by that individualism.
For example, liberal individualism says, ‘I need to do justice for the poor, and I need to do racial justice, but nobody should tell me what to do sexually.’
Conservative individualism says, ‘I believe in traditional values, but I can do anything I want with my money, and please don’t talk to me about race because I didn’t own any slaves and I don’t think that’s a problem.’” - Tim Keller
It’s true. Factors that drive people's needs are changing economically, socially, and in their view of what matters in the world.
Changing Needs Behind The Needs
In their award winning book, Power, For All, Tiziana Casciaro and Julie Battilana take us way beyond Maslow’s hierarchy of needs and point out,
“People value more than just money and prestige. Other, more psychological resources also allow people to fulfill the two basic needs for safety and self-esteem.”
The authors go on to name and define the six things they believe people need the most, in addition to their basic needs. They provide the following chart.
The authors say we can put this into practice by, “observing through the lens of the two basic needs for safety and self-esteem and the six resources that help fulfill them — money, status, achievement, affiliation, autonomy, and morality —and you are going to find out a lot more about what people want than what they are willing or able to express. You can count on a combination of these resources mattering to the person in front of you at any point in time. It’s like having a map that allows you to reach your destination faster and better.”
Meeting Deeper Needs, Lead To Greater Needs
Leaders who follow Jesus have a distinct advantage over the rest of the world when it comes to knowing what people need and how to help them. Our mission, as Christ following leaders, is to love others as we have been loved (John 15:12). Jesus told us about our advantage at the same time He told us about our duty.
“Ask and it will be given to you; seek and you will find; knock and the door will be opened to you. For everyone who asks receives; the one who seeks finds; and to the one who knocks, the door will be opened. Which of you, if your son asks for bread, will give him a stone? Or if he asks for a fish, will give him a snake? If you, then, though you are evil, know how to give good gifts to your children, how much more will your Father in heaven give good gifts to those who ask him! So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.” - Matthew 7:7-12
There is an incredible amount of useful truth regarding how to meet the needs of others and for ourselves. Here are 5 observations:
- Every moment is spiritual — we tend to despiritualize moments, sources, and solutions. Jesus makes clear every moment is spiritual. He invites us into His perfect redemptive solution to meet the needs of everyone.
- Answers are available — we are told to seek and knock and we will find the answers we need. Jesus opens the door that leads to a life.
- We recognize a met need when we see it — even as imperfect humans, we can see good and recognize it. And, our Father in heaven will help us perfectly as we help others.
- We need to keep asking — all the way until we see a solution that fully meets someone’s deepest needs. Jesus is the solution.
- We need to give what we receive — the best reception of any gift is to use it for the sake of others. When we know we are in the hand of Jesus, our desire changes to want others to receive what they need most too.
You see, everything is given to us from God with the power to accomplish it through God for the purpose of glorifying God (Romans 11:36).
All our work is given to us so we can provide others with practical solutions in the most excellent ways that bless others and ultimately, whether directly or indirectly, lead them to Jesus.
Resources
Article: Business Is Provision For People
Article: Why Did Car Insurance Get So Expensive? Bloomberg
Article: Renting Clothes Was Supposed to Be the Future of Fashion. Then Shoppers Got Bored. WSJ
Article: The Power of Understanding Others Needs, IMD
1. Our most recent article: A Good Eye for Great Work
2. Our most recent video: A Clear Aim for Great Work
3. Our Assessment on 7 Competencies
“What is your lowest rate?”
Most customers who think they need a loan ask this question, but the question says very little about the customer’s true needs.
A good loan officer or sales person will respond to that question with a series of open ended and closed ended questions to determine the client’s needs behind their stated request.
I worked in banking and lending for 20 years and listened to many sales calls. Far too many of those calls went something like this…
Sales person: “Why do you need a low rate?”
Customer: “All my friends say they have less than 3%.”
Sales person: “What do you want to do with that low rate?”
Customer: “Buy a house.”
Sales person: “Why are you buying a new house?”
Customer: “All our friends moved.”
Sales person: “Have you found a new house?”
Customer: “No.”
Sales person: “What type of house do you want?”
Customer: “Something that makes my friends jealous.”
Sales person: “How much money do you have for a down payment?”
Customer: “Not much, I lost my job and we have been living off of savings.”
Sales person: “Does your spouse have a job?”
Customer: “No, we have 7 kids and they need a lot of care.”
Sales person: “Have you talked to your spouse about a new house.”
Customer: “No.”
Sales person: “Are you sure this is the best time for you to buy a new house?”
Customer: “No, can you help me sell my house so we can rent until the economy gets better?”
Sales person: “I’m sorry, I can’t, but I can introduce you to a real estate agent.”
Customer: “Thank you for listening to me and understanding me. You are a great loan officer!”
The customer revealed they had a lot of needs — new friends, a job, childcare, marriage counseling, self esteem, less expenses, and the sale of their current house — but none of them had much to do with their original request of a low interest rate.
If the salesperson would have answered the request and given them a rate, the customer might have spent the rest of the day calling other companies to compare rates instead of making progress on solving their most immediate needs. A good salesperson helps people see what they really need and moves them toward action steps that provide the customer with the most benefit.
Find The Need Behind The Needs
This type of scenario is common in financial services, real estate, travel, technology, teaching, legal, medical, counseling, automotive, construction, and most businesses that set out to meet the needs of people. People often don’t know what they need.
Those who lead people and organizations face the same challenge to meet the needs of those they serve — employees, vendors, partners, and investors. People often don’t know what they need.
People don’t know what they want, but it’s still our job to serve them. After all, the purpose of business is to meet the needs of others. And all our work finds purpose and meaning in serving others.
All leaders — from sales people to senior executives, from technicians to teachers — need to develop skills and systems to help diagnose and meet the needs of those they serve, even when those they serve don’t know what they need. A good leader knows how to take someone from what they say they want to what they really need.
Changing World, Changing Needs?
There certainly are economic, societal, and worldview shifts that are impacting all people.
People’s needs change as their budgets are impacted by inflation, supply, and workforce shifts. “The cost of auto insurance in the US rose more than 20% in 2023, the biggest annual jump since 1976, data from the US Bureau of Labor Statistics show. Rates are up 37% since January 2020, adding to an affordability crisis caused in part by the price of cars surging about 30% in that same time frame, to almost $49,000 on average, according to research group Cox Automotive Inc.” Why Did Car Insurance Get So Expensive? Bloomberg
People’s needs change as social norms change, making it hard for companies to project for and invest in what people need most. “‘I no longer have a need to wear massive ruffles or sequined pants when I mostly work from home and want to be more comfortable,’ said Johnson, a 31-year-old advertising strategy director who lives in Chicago.” Renting Clothes Was Supposed to Be the Future of Fashion. Then Shoppers Got Bored. WSJ
Worldview changes are even more dramatic. Several years ago, Tim Keller pointed out how the west has taken over a lot of Christian ideas but taken them to an extreme without considering what Jesus had to say about these matters.
“So, for example, the importance of human rights and doing justice has been turned into an extreme individualism. Because of these overlaps, a Christian can easily fall into getting co-opted by that individualism.
For example, liberal individualism says, ‘I need to do justice for the poor, and I need to do racial justice, but nobody should tell me what to do sexually.’
Conservative individualism says, ‘I believe in traditional values, but I can do anything I want with my money, and please don’t talk to me about race because I didn’t own any slaves and I don’t think that’s a problem.’” - Tim Keller
It’s true. Factors that drive people's needs are changing economically, socially, and in their view of what matters in the world.
Changing Needs Behind The Needs
In their award winning book, Power, For All, Tiziana Casciaro and Julie Battilana take us way beyond Maslow’s hierarchy of needs and point out,
“People value more than just money and prestige. Other, more psychological resources also allow people to fulfill the two basic needs for safety and self-esteem.”
The authors go on to name and define the six things they believe people need the most, in addition to their basic needs. They provide the following chart.
The authors say we can put this into practice by, “observing through the lens of the two basic needs for safety and self-esteem and the six resources that help fulfill them — money, status, achievement, affiliation, autonomy, and morality —and you are going to find out a lot more about what people want than what they are willing or able to express. You can count on a combination of these resources mattering to the person in front of you at any point in time. It’s like having a map that allows you to reach your destination faster and better.”
Meeting Deeper Needs, Lead To Greater Needs
Leaders who follow Jesus have a distinct advantage over the rest of the world when it comes to knowing what people need and how to help them. Our mission, as Christ following leaders, is to love others as we have been loved (John 15:12). Jesus told us about our advantage at the same time He told us about our duty.
“Ask and it will be given to you; seek and you will find; knock and the door will be opened to you. For everyone who asks receives; the one who seeks finds; and to the one who knocks, the door will be opened. Which of you, if your son asks for bread, will give him a stone? Or if he asks for a fish, will give him a snake? If you, then, though you are evil, know how to give good gifts to your children, how much more will your Father in heaven give good gifts to those who ask him! So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.” - Matthew 7:7-12
There is an incredible amount of useful truth regarding how to meet the needs of others and for ourselves. Here are 5 observations:
- Every moment is spiritual — we tend to despiritualize moments, sources, and solutions. Jesus makes clear every moment is spiritual. He invites us into His perfect redemptive solution to meet the needs of everyone.
- Answers are available — we are told to seek and knock and we will find the answers we need. Jesus opens the door that leads to a life.
- We recognize a met need when we see it — even as imperfect humans, we can see good and recognize it. And, our Father in heaven will help us perfectly as we help others.
- We need to keep asking — all the way until we see a solution that fully meets someone’s deepest needs. Jesus is the solution.
- We need to give what we receive — the best reception of any gift is to use it for the sake of others. When we know we are in the hand of Jesus, our desire changes to want others to receive what they need most too.
You see, everything is given to us from God with the power to accomplish it through God for the purpose of glorifying God (Romans 11:36).
All our work is given to us so we can provide others with practical solutions in the most excellent ways that bless others and ultimately, whether directly or indirectly, lead them to Jesus.
Resources
Article: Business Is Provision For People
Article: Why Did Car Insurance Get So Expensive? Bloomberg
Article: Renting Clothes Was Supposed to Be the Future of Fashion. Then Shoppers Got Bored. WSJ
Article: The Power of Understanding Others Needs, IMD
1. Our most recent article: A Good Eye for Great Work
2. Our most recent video: A Clear Aim for Great Work
3. Our Assessment on 7 Competencies