Video Mystery Shopping: Meeting Unrecognized Needs

In Maslow’s Hierarchy of Customer Service, he discusses the 3 levels of service.

Level one is Meeting Expectations. For example, you need to purchase toothpaste. So, you go to Walgreens and buy a tube of Colgate. Your expectation has been met, and you are satisfied. Not a thrilling or memorable experience, but you got what you came to get. You are satisfied.

Level two is when you not only meet expectations, but you also Meet Desires! This is the level where most new home sales associates are. You meet with your prospects; ask questions to determine what they are looking for in their new home. You then find them the home that successfully meets their desires. This creates a loyal customer!

However, the third level of Maslow’s Hierarchy is referred to as creating a ‘transformation’. This is when you meet your prospects Unrecognized Needs. This creates EVANGELISM!

What is an unrecognized need? It’s a need that your prospects never knew they had! You can only get to this level of service by finding out everything you can about your prospects and how they live. This takes more than basic discovery and questioning. It takes empathy, understanding and out of the box thinking. Let me give you an example, in a shop I watched last month the SA was working with a couple. They had scheduled their first meeting, but the husband was unable to attend the first meeting due to health issues.

The SA spent about 20 minutes at the beginning of the presentation asking questions, and building trust and rapport. The wife shared with the SA that the husband had some long term health issues that would eventually cause him to be in a wheel chair. The SA began discussing options on how to build the home so that it would accommodate his future health needs. She even went so far as to suggest the option of adding a hidden elevator in the home.  The wife was ecstatic! She had not thought about these options and was thrilled with the recommendations. The SA had met unrecognized needs for her buyers. This is your job as a new home sales associate.  In doing so, you will create Evangelism with YOUR buyers!





Melinda Brody & Co.

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