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Summary: Customers prioritize purchases based on a hierarchy of need versus urgency.

There are four levels of need and want when it comes to customers’ and prospects’ sense of buying urgency. They are most likely to buy in a “Need/Now” situation and least likely to buy in a “Want/Future” scenario.

1. Need/Now customer. They need what you sell and they currently don’t have any. This is a situation where something is broken and it needs to be fixed immediately. An example would be a hospital running out of bandages.

2. Want/Now customer. The customer doesn’t really need something, but they would really like to have what you are selling, and they would like to get it now. An example would be new personal computers. They would like to have new personal computers for everyone but the ones they have are working just fine. They’re going to have to start finding things wrong with their current PC’s so the want becomes a need. You, no doubt, will cheerfully help them change the want to a need.

3. Need/Later customer. They need your products and services but they just don’t need them now. If the customer is not very good at managing their purchasing, this could easily turn into a Need/Now. Your job in this environment is to get them lined up to buy from you when they do need to buy.

4. Want/Later customer. They want what you are selling, but they want it in the future. This kind of customer thinks, “Gee, I sure like that widget that Bob is selling; I’m going to have to get one someday.” You have a twofold chore here; show them why they need your product and why they need it now.

There are two things to keep in mind regarding the above hierarchy. The closer a customer is to Need/Now the more urgent the need. As a result you can probably command higher prices and the sales process will go faster. The closer the customer is to Want/Later the harder you’ll have to work to generate urgency and need. Virtually every potential sale falls into one of these categories and an awareness of this will help you prioritize your time and focus your efforts.

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