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When Will The Customer Buy?

Aug 17, 2007
Build it (offer it) and they will come does not work very often in the selling world. Customers just do not buy products and service becasue you are selling them.

Your customers will buy from you when they perceive:
1. Your price is fair
2. The risk of purchasing is low
3. Their gain is high

Your JOB.
Giving the customer the proper perception that you offer a fair price, at low resk and they will receive a high gain when purchasing your products and services.

But first, you must determine the 2 perceptions concerning your business:
2 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 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:
1. You charge a fair price
2. Their risk of purchasing from you is low
3. Their gain will be high
You will not maximize your sales and profits.
About the Author
Bob Janet uses 40 plus years of face-to-face selling and marketing experiences, combined with his unique fun-entertaining presentation audience involved style to help sellers gain and retain their most profitable customers. See all Bob's sales growth programs at http://www.BobJanet.com
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