When will the customer buy?
your customers will buy from you when they perceive:
Your price is fair
The risk of purchasing is low
Their gain is high
Giving the customer the proper perception
But first, you must determine the 3 perceptions concerning your business:
1. The perception you want the customers to have about your business.
Determine the perception you want your staff and company to give your customers and prospects.
Get input from your staff. You may discover the perception they wish to convey is different from yours.
2. The perception you think the customers have about you and your business
3. The perception the customers have about you and your business
Survey your customers and prospects, the more the better, and discover the perception they really have. Have people not directly associated with your business do the surveying. We use college students. Make your survey questions easy to answer.
Now you know the perception your prospects and customers really have of you and your business. And you have determined the perception you want them to have. All you have to do is create a plan to change and/or create that perception.
Many times customers and prospects have a different and usually lower quality perception of your business because of a lack of clear explanation on the part of the business.
An old story, but great example:
Two well meaning young men in their late 20’s stood by the side of the road holding
up a very large sign that said,
“The End is Near! Turn yourself around now before it’s too late!”
They planned to hold up the sign to each passing automobile.
The first driver looked at the sign and sped by.
From around the curve they heard a big splash. “Do you think,” said one of the men to the other,
“we should just put up a sign that says bridge out?
No matter how great your products and services are, unless your customers and prospects perceive you as their best alternative through their perception that…
You charge a fair price
Their risk of purchasing from you is low
Their gain will be high
… you will not maximize your sales and profits.