The Four Quadrants of Want: Achieve Viral Customer Enthusiasm

Needs comprise only half of the demand equation. Wants are the other half.
For decades, professional sales strategies focused on the identification, communication, and satisfaction of customer needs. Benefit based selling defined needs from the potential customer’s perspective. An expert sales representative made customers aware of those needs and then convinced him or her how the new product best met those needs. That approach worked right up to the point where a competitor presented a different product that promised to meet the same set of needs for a lower price or in less time.
“The Four Quadrants of Want” provides the means for a revolutionary new strategy. In this strategy, we will identify and satisfy desires. Desires are not simply a nihilistic list of frivolous features. Desires are emotionally powerful and valid. People desire active, fun, and rewarding lives. Businesses desire effective organizations and greater profits. People – individual consumers and organizational leaders – want positive and enriching benefits. The objective of our strategy is viral customer enthusiasm.