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For years I didn’t realize this because so many others had more. We were surrounded by extreme affluence, which tricks you into thinking you’re in the middle of the pack. I mean, sure, we have twenty-four hundred square feet for only five humans to live in, but our kids have never been on an airplane, so how rich could we be? We haven’t traveled to Italy, my kids are in public schools, and we don’t even own a time-share. (Roll eyes here.) But it gets fuzzy once you spend time with people below your rung. I started seeing my stuff with fresh eyes, realizing we had everything. I mean everything. We’ve never missed a meal or even skimped on one. We have a beautiful home in a great neighborhood. Our kids are in a Texas exemplary school. We drive two cars under warranty. We’ve never gone a day without health insurance. Our closets are overflowing. We throw away food we didn’t eat, clothes we barely wore, trash that will never disintegrate, stuff that fell out of fashion.

Latent Needs The larger and more significant portion of the market is comprised of prospects who do have needs for your product or service, but haven’t yet recognized those needs. In QBS, we say that these prospects have latent needs. Latent needs are needs that do exist but haven’t yet surfaced as problems or desires. Prospects with latent needs fail to recognize that they are no longer satisfied with the status quo. As an example, suppose you and I were standing beside your car when suddenly we noticed that one of your tires was worn down to the cords. Instantly, you would have a need for new tires. The question is, did you have a need for new tires yesterday? Sure you did. The tread on your tire didn’t wear itself down overnight. But until you actually recognized the existence of a problem, your need for new tires was latent. It existed, although you were not aware of it at the time. This is essentially what happened when Brent called me. I absolutely had a need for septic tank improvement products, but my need was a latent need. Salespeople encounter prospects with latent needs all the time—especially prospects who say things like: “I don’t need life insurance because I’m not planning to die any time soon.” Or, “We don’t have time to evaluate new technology, because we’re too busy putting out fires.” Here’s my personal favorite: “We can’t afford sales training right now, because sales have been slow.