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EP61 | 🔥What to do when the buyer is not the user🔥
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You need to understand and meet these three needs
If you have a sale where there is a different buyer than there is a user, you have to explore and meet the needs of both people!
I’m going to use the example of buying a pair of basketball shoes for my daughter. I have to deal with 3 separate needs and they are; external needs, internal needs, and global needs.
I not only have to meet these needs for my daughter, but for myself as well.
How do you understand and meet these three needs?
External needs - This is the basic functional need, what the product actually is, and this is the same for both people. In this case we are dealing with a pair of basketball shoes.
👉Daughter - Needs a shoes
👉Mother - Needs to buy shoes for her daughter
Internal needs - These are the personal needs that buying these shoes need to accommodate.
👉Daughter - The shoes have to look ‘cool’ and she has to gain ‘status’ with her shoes
👉Mother - She also needs a shoe to reflect her status and her standards for her daughter
They both want a reflection of themselves, but these needs have to be met in the same shoe.
Global needs - These are the overall needs that buying the shoes must accomplish.
👉Daughter - Wants to be accepted and to have a sense of belonging when comparing her shoes with her friends
👉Mother - Needs to be a good mom and get her daughter a good pair of shoes that — as a good mom — help her meet her daughter’s needs
Yay! We finally found a pair of shoes that are in her school colors and that meet both mine and my daughter’s external, internal, and global needs.
If you have a sale where you have a different buyer than there is a user, how are you exploring and meeting the needs of both parties?
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