When will the customer buy?

Guest post by: Bob Janet
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Don't operate like a Cave Man.... - By Bob Janet

your customers will buy from you when they perceive:
 Your price is fair
 The risk of purchasing is low
 Their gain is high

Your JOB…
Giving the customer the proper perception

But first, you must determine the 3 perceptions concerning your business:
3 Exercises
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.

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Don't operate like a Cave Man.... - By Bob Janet

About the Author: Bob Janet

RSS for Bob's articles - Visit Bob's website
ooks and CD’s at http://www.BobJanet.comBob Janet uses 40 plus years of face-to-face selling and marketing experiences as owner / operator of wholesale, retail, manufacturing and service businesses, combined with his unique content loaded, fun-entertaining audience involved keynotes and seminars to help owners, sales professionals and sales support staff increase sales and profits by gaining and retaining their most profitable customers. When everyone else tells you what to do to increase your sales and profits...Bob Janet shows you how!! See all Bob's sales growth programs and top selling sales / marketing books and CD's www.BobJanet.com Bob Janet Bob@BobJanet.com 800-286-1203 www.BobJanet.com
Click here to visit Bob's website.

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