Last week we looked at the idea of The Primary Want. This week, let’s take a look at the second of the five wants, the Product/Service want. As before, I’ll use the example of the franchisee.

Remember, the franchisee purchases a franchise because they believe it is a workable, proven, business opportunity. It’s accepted in the marketplace. It “works!”

And it works because it has been proven to work, and the proof resides in all the manuals describing operational procedures. The routine for running the business is the same every day – and that’s a source of comfort to the franchisee.

This is the appeal to the franchisee – a proven process that it is perceived to be low risk. And that’s exactly what a franchisee’s Product/Service want is. So, when positioning your product/service use words that demonstrate an appreciation and understanding of this primary want.

Words like:
• Proven
• Respected
• Dependable
• Operates the same every day

These words position your solution (product/service) in such a way that the franchisee feels the security they seek. When you use these words, the franchisee’s perception of you is, “You are a salesperson who understands me and my business.”

Obviously, your solution must deliver on this promise for the franchisee. Just demonstrating and understanding is not enough. Having a viable solution and knowing how to position it correctly with your prospect is a major key to successfully allowing people to buy your solution.

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