EP61 | 🔥What to do when the buyer is not the user🔥

Usable Marketing

You need to understand and meet these three needs

If you have a sale where there is a different buyer than there is a user, you have to explore and meet the needs of both people!

I’m going to use the example of buying a pair of basketball shoes for my daughter. I have to deal with 3 separate needs and they are; external needs, internal needs, and global needs.

I not only have to meet these needs for my daughter, but for myself as well.

How do you understand and meet these three needs?

External needs - This is the basic functional need, what the product actually is, and this is the same for both people. In this case we are dealing with a pair of basketball shoes.

👉Daughter - Needs a shoes

👉Mother - Needs to buy shoes for her daughter

Internal needs - These are the personal needs that buying these shoes need to accommodate.

👉Daughter - The shoes have to look ‘cool’ and she has to gain ‘status’ with her shoes

👉Mother - She also needs a shoe to reflect her status and her standards for her daughter

They both want a reflection of themselves, but these needs have to be met in the same shoe.

Global needs - These are the overall needs that buying the shoes must accomplish.

👉Daughter - Wants to be accepted and to have a sense of belonging when comparing her shoes with her friends

👉Mother - Needs to be a good mom and get her daughter a good pair of shoes that — as a good mom — help her meet her daughter’s needs

Yay! We finally found a pair of shoes that are in her school colors and that meet both mine and my daughter’s external, internal, and global needs.

If you have a sale where you have a different buyer than there is a user, how are you exploring and meeting the needs of both parties?

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