Perceptions are created by beliefs and images. The seller and the buyer become engaged in a series of beliefs or perceptions about one another based on a number of factors. What type of "image" are you sending? What’s your perception of your customer?
Perceptions commonly include prejudices that can predict outcomes!
Scenario: Keep in mind the examples listed below are taking place on a ‘Hot’ summer day in Florida in an upscale neighborhood!
Let’s assume you’re a local realtor and I contact you with specific interest in one of your property listings. You gather some basic information about me and we agree to meet at the property. You’re already there when I arrive, sitting in your Infiniti SUV, dressed in a business suit. I pull up in an older but well maintained "pick up", dressed in jeans, sweater and boots. We’re not what either one expected. My perception of you might me you’re smug, uptight, and somewhat unapproachable. Your perception of me might be I couldn’t afford this property; after all, I don’t even drive a car - let alone a new one. Both of us are already uptight and/or uncomfortable because of preconceived images and/or impressions. What are the chances of my buying a house from you?
Let’s take another look at the above scenario with a few minor adjustments:
You’re already there when I pull up and everything on your side remains the same, I, however, pull up in a Newer model BMW professionally dressed. I step out of the car and you quickly introduce yourself. My response is cordial. There’s an immediate level of familiarity. Perhaps my perception of you is that you’re successful and professional. Your perception of me might be I’m professional and therefore could afford to buy this house. Interestingly enough we’re both the same, exact people as above presenting a different image, therefore creating a different perception. If I’m sincere in my desire to purchase a home the chances of my purchasing thru you are now much greater, provided I could afford to buy…Get the picture?
Thoughts Worth Remembering:
- As a rule, we like and respond more favorably to people that most resemble ourselves. A real challenge in sales.
- How many sales have you lost as a result of faulty perception? Either yours or the prospects!
Prior to meeting your customer/s incorporate two small steps to achieve big results:
1. Know your customers - learn all you can about them prior to meeting to assure you’re presenting an customer appropriate image.
2. Take a moment to clear you mind of preconceived ideas and prejudices. Keep an open mind - Gain a new customer.
Teri Samuels, CEO - United Sales Training (http://www.unitedsalestraining.com), 20 years as a Professional Sales and Marketing Troubleshooter, Trainer, Recruiter, Upper Level Manager, and Consulting Professional. Dedicated to the "keep it simple" approach.
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