June 6, 2007
You know what you're good at. You know what it takes to convince your customers why your product or service is better than your competition. You know all the in's and out's and every last detail that makes your products or services better than the rest. Unfortunately, none of these things make a bit of difference because the only thing potential customers know about your company, your products or services is what they perceive.
Your current customers know plenty about you. Or, if you're very well known in a market, customers already know something about you - good or bad. But when it comes to attracting new customers that don't know anything about you, or if you're a brand new player in a market, the only thing that will make a difference in whether or not potential customers do business with you is their perception of you.
In our experience, more often that not, our clients have superior products and services. They offer real benefits and value to customers in their market. Yet, the marketing and sales tools they use to communicate these benefits and value propositions to their potential customers create a perception that is worse than the reality! In so many cases, they have created their own uphill battle.
The best illustration of the power of perception is comparing before and after scenarios. Take a look at a few of the following examples:
In each case, ask yourself which company you would rather do business with. Then, remind yourself that in both cases this is the same company, with the same great service, the same great products and the same great people. The only difference is ink on paper, or images on a monitor. That's all that's different - nothing else. The power of perception in many cases is the difference between gaining and losing new opportunities.
Give us a call and let us show you how we can put an end to the uphill battle and create a perception that truly reflects just how good your products or services are.