PERCEPTION IS REALITY

Why is it that when a rich person is quirky, we say they're eccentric but if a poor person is quirky - they're a 'nut job'? We'll admire an abstract painting done by Picasso and then correct an art student's efforts to get the perspective right! It's called perception and it's the reason why beauty is indeed, in the eye of the beholder. It's the reason why marketing plays such a key role in market share and why people 'see' $9/kilo when the sign reads $9.99/kg. Perception in marketing is an emotional assault. This means getting beyond the brain's neo-cortex. Information is received and understood in the neo-cortex but doesn't cause a change in behaviour. You have to go deeper. Feeling, rather than thinking, drives want, value & chemistry. They will win over need, price & process. Manipulating perception is what selling and marketing is really about. Here are some do's and don'ts.

BUT FIRST, AN EXERCISE! Which pitch has the most "first impression power"?
PITCH A: "Here's our new Series III. It does this, it does that, it's got X and it's got heaps of Y. It's got a new A and more B than its competitors and our B is the best B I've ever seen for the price! I reckon it's the best!!
PITCH B: "If you're the sort of person who likes to have complete control over every aspect of your life......boy, have we got a product for you...!"
I'll leave you to decide. It's enough to know that your decision will be made at a place in your brain deeper than your neo cortex; which interpreted the words but doesn't cause you to act. This is why we say, "go with your gut" and why beauty really is only skin deep. It's also the reason why your best salesperson isn't necessarily the one with the best processes. He / she is the one capable of creating affinity with your clients

CREATING THE BEST PERCEPTION RELIES ON SELF AWARENESS, NOT BEING PREDICTABLE AND RESPECT

DO's

? Spend more time consulting and less time negotiating. The need to negotiate is a negative.
? Continue your process only when you've secured commitment to the issues covered.
? Check these boxes; was what you said;agreed to X understood X and relevant X ? Two out of three and you lose. You'll hear, " I want to think about it" because you either confused your client or you bored them.
? Know precisely what your personal point of difference is. It should become your 'brand' and your reputation. If you don't know, you can't possibly be sure about the lasting impression you leave. As a result, your output will rely on trends.
? What is 'affinity?' Do you create it? Know both.
? Understand the advantage that creating consensus has over offering compromise. Consensus is agreement without sacrifice. Compromise is agreement with sacrifice. No one wants sacrifice!

DON'T's

? Don't break momentum or continuity. Being in control relies on it. So does leadership.
? 'Sunglasses on the forehead' is worse than wearing them at first meeting. Remember this is about perception. your first impression shouldn't be that you're any kind of a stereotype.
? NEVER carry a phone in your hand. Your customer sees it and perceives that they will be relegated to secondary importance if it rings. Pray that it doesn't.
? Never offer a specification without a benefit. For leaders, never offer advice without a benefit. Now what you're saying is 'sinking in'.
? Assume anything other than the safe assumptions; those that won't hurt if you're wrong.

FOR ONE OF THESE GUYS TO CREATE CONSENSUS (THAT STATE BY WHICH BOTH AGREE WITHOUT NEEDING TO COMPROMISE THEIR PERSPECTIVE) HE WILL NEED TO SEE THE SITUATION FROM THE OTHERS' PERSPECTIVE. THIS IS WHERE RESPECT AND EMPATHY PLAY A PART AND THEY NEED TO. WHY? BECAUSE BOTH ARE RIGHT.

IT'S ALL ABOUT PERSPECTIVE WHICH DICTATES PERCEPTION.
PERCEPTION DICTATES REALITY