Perception Marketing

The Marketing of “Perception”

As trite as it really is, to the average person, what they first perceive is the reality of that concept or company, and its product or services to them. What this means is that image is how they look at and classify a person, product or company.

Image is not everything, but as the saying goes, you only have one chance to make a first impression. The opposite of this premise is the axiom: “resources follow results.” This concept is what makes the “perceived” premise a trite one. However, the “results” premise is the one that proves to be the most important issue for the long run, but, people like to make quick assessments and to act impulsively, and, you don’t get a shot at the results issue unless your first impression is adequate for a deeper look.

What this means to you is, be careful to generate an image that goes well towards people accepting your company as the one with whom they want to do business.

Also understand that people buy what and where they want to buy more often than just what they need, especially if times are good and they have expendable funds. They also buy from whom they want to do business, so, be attractive and useful to people.

Remembering that desire equals value, become more desirable to do business with than the other guys. This can have some subjective parts to it. One example may be having appealing people who communicate with your customers. I know of sales managers who are worth a lot of money to their companies, not because they were such great salesmen or even motivators, but because the customers really like them and want to do business with them. I’ve seen car dealer ads with a cute little doggie as the mascot that people wanted to come in and see in person. Trite as this also sounds, the perception becomes the reality of the image to a large bunch of the marketplace.

How to treat people will be thoroughly discussed in this book. Have you ever had a business go way out of the way, probably at a loss, to service you? Well, what was your attitude about loyalty to that company!

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