Maslow's Pyramid (Part 2): How to Detect Your Customer's Real Need

If you haven't already, we recommend reading the first article in this series before continuing with this one.

In our previous article, we explored Maslow's Pyramid and saw how human needs, from the most basic to the most elevated, drive our actions. We discovered that people don't buy products, but rather solutions to those needs.

Let's take it a step further, let's turn that theory into a tool. The goal: learn to listen in a different way to understand the real need your customer wants to meet, even if they aren't aware of it themselves. When you achieve this, you stop being just a salesperson and become someone to trust.

Before we continue, here's a visual reference of the levels of Maslow's Pyramid in case you need to refresh your memory.

The Art of Listening: Observe Behavior and Keywords

Your customers are constantly giving you clues. The key is to pay attention not only to what they say, but also to how they say it and what they don't say. Here are some keywords and behaviors associated with each level of the pyramid:

• Level 1 and 2 (Physiology and Safety):

Keywords: "I'm concerned about my health," "I need more energy for my daily life," "I want to prevent future problems," "I'm looking for something safe, natural," "my doctor recommended I take better care of myself."

Behavior: They focus on ingredients, long-term health benefits, product reliability, and safety.

• Level 3 (Social/Belonging):

Keywords: "A friend recommended it to me," "I saw it on social media," "I'd like to take care of myself with my partner," "it's for a special event."

Behavior: They value the opinions of others, trends, and how the product will help them fit in or connect better with others.

• Level 4 and 5 (Esteem and Self-Actualization):

Keywords: "I want to treat myself," "I'm looking for the best quality," "I want to invest in myself," "it's part of my self-care routine," "I'm looking for my best version."

Behavior: They are attracted to exclusivity, a premium experience, personal transformation, and how the product reinforces their self-esteem and identity.

Questions That Reveal the Real Need

The 70-30% rule will be useful. If we listen 70% of the time and talk 30%, it will be easier to discover our customer's need.

To get beyond the surface and see what's inside, we need to ask the right questions. Avoid closed questions (those that are answered with "yes" or "no") and use open-ended questions.

• Instead of asking: "Are you looking for a moisturizing cream?"

• Try asking: "What would you most like to improve or change in your current care routine?"

Here are more examples of open-ended questions:

• "Tell me a little about your daily life, what consumes most of your energy?" (Detects Level 1 and 2 needs).

• "What is most important to you when choosing a cosmetic product?" (Depending on the answer, it reveals whether their priority is safety, social opinion, or superior quality).

• "If you could achieve one wellness goal in the next three months, what would it be and why is it important to you?" (Connects with Level 4 and 5 aspirations).

Remember: First Discover Your Customer's Need

The same product can be interesting for several different reasons; the key is to discover what need the person you are talking to has. For example:

• You want to offer a Shake: A customer might be looking for energy for their job (Level 2: Job Security), to feel good to play with their children (Level 3: Family Belonging), or to improve their sports performance as a personal challenge (Level 5: Self-Actualization). The same product, three different motivations!

• You want to offer a BB Cream: A customer might want a foundation to cover imperfections and feel more confident (Level 2), to look spectacular at a wedding (Level 3), or as part of their routine to feel powerful and professional every day (Level 4).

Second step: How to Adapt Your Message from "What" to "Why"

Once you have identified the primary need, your communication should change and adapt. You no longer talk about the product's features, but about the benefit it provides and how it solves that specific need. Here are some examples:

• Customer with a need for SAFETY (Level 2):

Old message: "This product has vitamin C and Zinc."

Adapted message: "What will give you the most peace of mind is that this product is formulated to boost your defenses and protect your long-term health, so you feel safe and energetic all year round."

• Customer with a SOCIAL need (Level 3):

Old message: "This facial mask brightens the skin."

Adapted message: "You're going to love how it makes your skin look for that event you have. You'll feel radiant and confident to enjoy and connect with everyone."

• Customer with a SELF-ACTUALIZATION need (Level 5):

Old message: "Our Serum is very comprehensive."

Adapted message: "This facial care routine is much more than that; it's a self-care ritual for you. It's your moment to invest in your well-being and bring out your best version."

Your Goal for this Week

Now it's your turn. We propose a challenge: with the next 3 customers you talk to, concentrate only on listening. Before mentioning any product, ask two or three open-ended questions and try to identify which level of the pyramid their main need is on. Write it down and then adapt your recommendation. You'll be surprised by the result!

Conclusion

Understanding your customers' needs transforms you. You go from offering products to offering genuine solutions, creating relationships based on trust and empathy. Remember that we all have the same needs, but at each moment in our lives, we prioritize some over others. Your job is to discover what your customer's priority is right now.

In the next and final article in the series, we will apply this same map to understand, motivate, and help an important part of your business grow: your team.

The pyramid is divided into two large blocks: basic needs (the first three levels) and growth or aspirational needs (the last two). An interesting curiosity is that, when basic needs are satisfied, we often forget they exist. None of us wake up thinking, "how lucky, I breathed today," do we? But when they are lacking, they become our only priority.

• Level 1: Physiological Needs. This is the foundation of everything: breathing, eating, drinking, sleeping, having shelter. They are essential for survival. In our business, this translates to physical health and well-being.

• Level 2: Safety Needs. Once the basics are covered, we seek to feel safe and protected. This includes physical safety, having a stable job, good health, financial resources, and a predictable environment (we generally don't like chaos or the unexpected).

• Level 3: Social Needs (Belonging). We are social beings. We need to feel we belong to a group, have friends, a partner, family relationships... We seek affection and acceptance.

• Level 4: Esteem Needs. This is where we begin to aspire. We don't just want to belong, we want to be valued. We seek the respect of others, reputation, self-confidence, and recognition for our achievements.

• Level 5: Self-Actualization Needs. This is the peak of the pyramid. It is the desire to become the best version of ourselves, to develop our full potential, to be creative, and to find a purpose in life. It is an aspiration that, according to Maslow, is never fully satisfied.