Sure, different industries may package their offerings differently, but underneath it all, most customers—whether they’re buying software, hiring a contractor, or walking into a liquor store—are driven by the same core desires. When you understand these motivations, you unlock the ability to build stronger relationships, gain repeat business, and grow faster than your competitors.
Let’s break down the nine things that every customer wants—and what you can do about it.
1. More Sales
Customers in the B2B world want tools, services, and advice that help them generate more revenue. In the B2C world, this could translate to wanting products that help them achieve their goals—whether it’s getting more clients, more attention, or more recognition.
Your job? Make the connection crystal clear. Show them how your product or service gets them closer to their goal of more—more money, more customers, or more personal success.
2. Greater Productivity
We’re all time-strapped. If your offering helps customers do things faster, easier, or with fewer steps, you’re instantly more valuable. Can your product save time? Can your service eliminate friction?
Case in point: Look at how tools like Zapier help businesses automate repetitive tasks, freeing them up for more important work. That’s productivity in action.
3. More Profits
This one’s simple—if you help customers reduce costs or increase margins, you’re speaking their language. Make it a point to quantify the impact you can have. A good testimonial or case study can go a long way here.
4. Better Image
People want to look good—professionally or personally. Does your solution improve your customer’s brand, reputation, or self-confidence?
For example, a cleaning service might promote the importance of a clean office in making a strong first impression on clients and boosting employee morale.
5. More Customers
Most businesses want one thing: growth. If your product or service helps them get more leads or convert more sales, highlight that loudly and often.
Services like HubSpot build entire platforms around this promise—more leads, better engagement, and ultimately, more customers.
6. Loyal Customers
New customers are great, but loyal ones are gold. Help your customers build loyalty with tools, strategies, or support that make retention easier.
If you’re a B2B service provider, sharing customer retention strategies in your onboarding or blog content can be a huge value-add.
7. Better Morale
This one often goes unnoticed. Whether it’s reducing stress or improving the workplace vibe, if you can make people feel better, that matters. Don’t underestimate the value of reducing emotional friction.
For example, a reliable bookkeeping service doesn’t just save time—it also gives peace of mind, reducing anxiety at tax time.
8. No Hassles
We all want fewer headaches. Complexity is the enemy. Can you streamline your process, reduce friction, or offer better support?
Amazon built an empire on this principle—fast shipping, easy returns, no drama. Make your process feel the same.
9. More Free Time
Ultimately, many purchases come down to one thing: buying back time. Whether it’s a cleaning service, a virtual assistant, or automation software, saving time is a powerful selling point.
If your offer saves time—even indirectly—highlight it.
The Bottom Line
These nine core desires exist in nearly every industry. Your job is to determine which ones matter most to your customers and emphasize them in your messaging, sales conversations, and customer experience.
Want to stand out? Don’t just meet these desires—exceed them. Make it easier, faster, and more rewarding for your customers to choose you over the competition.
Are you delivering what your customers really want?
