Describe Maslow's hierarchy of needs.
• Physiological needs: food, water, sleep, and shelter; strong in the minds of most people.
• Security needs: desire to be free from danger and uncertainty
• Social needs: desire for identification with a group and approval from others; search for friendship, social acceptance among one's peers, and long-term business relationships.
• Esteem needs: our desire to feel worthy in the eyes of others; seek a sense of personal worth and adequacy, a feeling of competence.
• Self-actualization needs: self-fulfillment, a full tapping of one's potential. Consultative selling focuses on helping customer experience self-actualization in terms of the relationship with the salesperson.
• Understand which need is most likely to dominate customer behavior in certain situations.