Perception and how it Impacts Selling!
Perception is 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 TAKE A MOMENT TO CLEAR YOU
MIND OF PRECONCEIVED IDEAS AND PREJUDICES. By keeping an
open mind you just might gain a new customer.