When was the last time you bought tires? If you're like most people, shopping for tires is not the most exciting experience.

We buy tires because we have to. We are not usually thrilled at shelling out a large chunk of money for something as un-glamorous as tires. But we do it anyway.

Why?

We think we need tires. But, what we really need is safety.

When your mechanic tells you your old tires are unreliable, even dangerous, your priorities suddenly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more important.

What's all this talk about tires? Isn't this an article about customer needs?

Customers don't need what you are trying to sell them. They do, however, have deep, universal, human needs that they are trying to satisfy. You will be able to market and sell more effectively if you can identify the needs of your customers, and how your products helps to satisfy those needs.

Sometimes, it gets a little tricky to sort out.

Once you realize you need tires, how do you decide which ones to buy? Well, if safety is such a priority, you would buy the high-end tires with the best performance in all kinds of weather conditions.

However, buying the highest quality tires, may threaten with your financial security, leaving you short of resources to meet other basic needs.

On the other hand, perhaps your need for financial security is satisfied, and you can afford the high-performance tires. Your need for status may be your primary motivator. You might decide that new rims for your Audi help you satisfy your need for status, esteem and respect.

We are all trying to satisfy common human needs. Often, we buy things to satisfy those needs.

Abraham Maslow developed the theory of a hierarchy of human needs. He believed that people have five levels of needs:

1. Physiological (biological)

2. Safety

3. Love/Belonging

4. Status (Esteem)

5. Actualization.

According to his theory, we must have our basic, lower level, physiological needs met before we can move on to higher level needs.

So, when it comes to buying tires, we will not be concerned with status, unless our lower level need for safety and security is satisfied.

What do your customers really need?

Does your product meet basic physical needs? Many consumer products connect with our needs for love, belonging and status. More and more, customers are searching for products that help them in their search for self-actualization and spiritual meaning.

Take some time to consider where your products fit in. Like tires, your product line may meet customer needs at more than one level. When you understand those needs, you will be more effective at creating marketing and promotions that appeal to your target market.

Your customers don't want you to try to sell them what they don't need. They do want you to understand their needs, and help them find what they are looking for.

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