If we can choose between happiness and pain, everybody will choose only happiness. Nobody will choose pain. A deep-rooted instinct in each one of us will guide us in making this choice and the choice will always be only in favour of happiness.

The need is the trigger that makes a person look for solutions to fulfil it. For instance, hunger is the need that makes a person search for food. The need for being respected puts a person on the path of searching for things that will show him in a good light to others. So, it is primarily the need that triggers the action of searching for solutions.
But once a few choices that will fulfill the need are spotted, further movement will be influenced by ‘Wants’. That is why people involved in marketing need to understand both the ‘Needs’ and the ‘Wants’ of the prospect.
Wants are mostly governed by the surroundings of the prospect like culture, group, trends and fashions

Have you come across situations where a few of your prospects readily agree to your recommendations and Life insurance policies from you immediately, but some others go on postponing their buying decisions, and yet others outright reject your recommendations? Confused or dejected by this? Don’t worry, this happens to every Life insurance agent, says Mr R Gopinath in his monthly column.