In sales and marketing, understanding customer needs is the key to driving conversions. But not all needs are created equal. Some are subtle and hidden beneath the surface, while others are clear, strong, and ready for action. These two categories are known as Implied Needs and Explicit Needs. Knowing the difference—and how to move a customer from one stage to the other—is what separates average sellers from top performers.
What Are Implied Needs?
Implied needs are the starting point of every buying journey. They often appear as dissatisfaction, concerns, or vague problems a buyer is experiencing. At this stage, the buyer knows something isn’t right, but they haven’t fully defined it or decided to fix it.
For example:
- “Our current software is slow.”
- “We spend too much time on manual tasks.”
- “Customer complaints are increasing.”
These statements are signals of dissatisfaction. However, they are not yet strong enough to drive a purchase. Why? Because implied needs are not accurate or urgent—they simply highlight that there’s a problem.
What Are Explicit Needs?
Explicit needs are when the buyer clearly defines the problem and expresses a strong desire for a solution. They are no longer just dissatisfied; they want change—and soon.
For example:
- “We need a faster software system that can reduce manual work by 50%.”
- “We want a customer support tool that lowers complaint resolution time.”
- “We must cut operational costs by 20% this year.”
Notice how explicit needs are specific, measurable, and solution-driven. At this point, buyers are no longer just thinking about the problem—they are actively looking for a way to fix it.
From Implied Needs to Explicit Needs
The real skill in sales is helping customers transition from implied needs to explicit needs. Until you do this, a sale is unlikely to happen.
Here’s how that process usually works:
- Implied Need (Dissatisfaction)
- The buyer feels discomfort or frustration but hasn’t quantified it.
- Example: “Our process takes too much time.”
- Problem Definition
- The buyer begins to acknowledge the problem in detail.
- Example: “Because our process takes too long, projects are delayed, and productivity suffers.”
- Cost of the Problem
- Smart buyers weigh the cost of the problem against the cost of the solution.
- If the cost of the problem is higher, they become convinced that action is necessary.
- Explicit Need (Strong Desire to Solve)
- The buyer is now ready to purchase because the need has transformed into a clear and urgent demand.
- Example: “We need a system that automates this process and eliminates delays.”
Why Smart Buyers Compare Costs
One of the most critical shifts in the buying process happens when buyers realize:
👉 The cost of the problem is bigger than the cost of the solution.
At this moment, hesitation fades. Investing in your product or service becomes the logical and necessary choice.
If the buyer doesn’t yet see the cost of the problem, they will stall. That’s why great sellers don’t just talk about features—they magnify the pain of inaction until the buyer sees solving the problem as the only option.
When Is the Buyer Ready to Purchase?
The buyer is ready when:
- Dissatisfaction has turned into urgency.
- Problems are clearly defined and acknowledged.
- The financial and operational cost of the problem outweighs the cost of the solution.
- Needs have shifted from implied (vague dissatisfaction) to explicit (clear and strong demand).
Until this shift happens, you’re not really selling—you’re only building awareness.
Understanding implied and explicit needs is crucial for any business. Implied needs highlight dissatisfaction, but explicit needs create action. Your role is to guide the buyer through that transformation.
The formula is simple:
👉 Dissatisfaction → Problem Recognition → Cost of Problem > Cost of Solution → Explicit Need → Purchase
When you master this process, you’ll not only close more sales but also build deeper trust with your customers.
