How many times have you heard the phrase, “Champagne taste on a beer budget?” In the craft beer world, we are now experiencing, this may give the phrase a whole new meaning, but the message is still relevant.
Let’s start with an example:
A furniture supplier wants a furniture store to sell their supplies. Seems like a simple connection for want = want. The furniture store owner only carries modern furniture with a techno (a music style) industrial design; the furniture supplier has a high-quality wood product. In the wants vs. needs concept, without the details, it would seem a perfect fit (furniture product = furniture store). With the details – wood vs. industrial modern, the wants or needs do not connect (or are mismatched).
Wants display a desired thing or outcome. The want is attached to a perceived vision or belief of what that result looks like. The want is also a very tangible emotion at times, so addressing a client’s wants in very specific conversations is a wise decision.
A coach I work with just explained in a coaching workshop – selling a client on their wants and delivering their needs is NOT a bait and switch situation. It is helping them to discover what is realistic to their specific need.
Digging into the Champagne Desire:
A coaching client (a business owner) will want to find more leads, create more revenue, and have a larger bottom line. These are all what I would say is a champagne desire in many aspects. Most clients will say I want X amount of money – perhaps millions of dollars. Realistically, everyone has champagne taste desiring many options, especially in the instant gratification world we live in. However, this champagne taste is not a simple matter of wanting more money. The desire and want are attached to a perception of what the million dollars provides or represents to them. As we dig into what a client truly needs, paying their kids college tuition, reducing or removing debt, or taking a long vacation, we may discover a simpler solution. The process to discovering these solutions is narrowing in on the attachments and expectations attached to the desire.
Recognizing the Reality of the BEER Budget:
Narrowing in on what a consumer truly needs may actually satisfy everyone’s wants. In the craft beer world, they have been pursuing such a need. Amazon has a book that includes a review of every beer the author has discovered, “So whether you’re looking for bitter beers or balanced flavors, a hint of hops or a hint of coffee, the reviews will point you in the right direction to find the perfect beer to suit your taste buds,” (Amazon book review). This book addresses the need and the want to narrow down to the perfect beer to suit your realistic need – taste! Narrowing down the need with questions, checklists, or specifics determines the taste. Your clients may have wanted champagne, but you help them discover what they needed and truly desired was beer all along.