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Make the Sales Process Quicker - Establish a High Perceived Value. By Ryan Prucker.
Businesses constantly wonder, "How can I make the sales process quicker?" or "How can I improve cash flow?"
The answer is right in front of all of you. It's the same answer to the questions; why do we lose business to a competitor that is less capable?
And, how can a celebrity make $200,000 for a twenty minute nightclub appearance?
The answer is that the perceived value of these items is high, no matter what the actual value is for a product or an appearance.
Over time, the value of a product, a service, or an individual has increased, often in spite of the quality of said item. Maybe you've seen another business in your line of work get business that you feel they don't deserve. Your business might perform the same kinds of tasks, and you might be ten times better at doing those jobs, but they got the business instead. This could happen if your potential customers didn't know you were available as an option, while the other company had a perceived value of being successful in their field.
By separating yourselves from other businesses in your field, you can make a name for yourself, and draw in the consumers you're trying to reach. One of the major beer manufacturers created a television commercial, many years ago, that said something to the effect of; "Our beer is the coldest, we brew at a frigid thirty-four degrees."
The public was enticed by how refreshing and cold that sounded, and reacted positively by flocking to that beer manufacturer. To the viewers, this cold temperature was something special, something icy cold that was far superior to other brands. However, that beer company's competition cried foul, because all beer is brewed at thirty-four degrees.
Unfortunately for the competitors, the perceived value had already been established. The impression that this company's beer was different, colder, and better had already been established. They were the first to explain the brewing process in a very appealing way and create a perceived value.
They established themselves as the leader among major beer manufacturers by presenting what the general population thought was a unique quality among beer manufacturers. Examples such as this one are viewed as credible, with the value being given to the creator, and this credibility can go a long way for a business.
To be successful, you have to create your own story of credibility, so your customers see you as an authority. Allow your consumers to say, "I've heard good things about them" or "I did some research and they know what they're talking about."
Begin to find ways to establish yourself as an expert in your field. Create a very real and true perception that you are an authority in your line of work. When you gain the benefit of perception, everything gets a little easier; your sales process speeds up, more people accept your advice, and your customers will start coming to you.
In order to be perceived in a positive light, you need to provide good, reputable information, without trying to sell yourself or your product. You can gain credibility by writing articles. Take your expertise and put it into action, by writing an article of value to potential customers. Don't try to sell, just provide useful information that enlightens the reader. By simply showing your expertise and knowledge, you will build up your reputation as a credible source in your field.
You can also increase your perception by starting a blog. Consumers are looking for valuable information and smart communities to join, so you can establish yourself as an authority to provide that information. You can start a blog that re-publishes your articles, thoughts, and commentary you have previously written. A blog will also give a window into who you are as an individual. This will make potential customers feel they know you, and therefore, feel more comfortable about working with you or buying your product.
Along with putting your thoughts out there for people to see, you need to be a self-promoter. You have to talk about your successes and latest news; no one else is going to carry your water for you. If you feel uncomfortable promoting yourself, adjust your tone to show modesty, and let it rip. Also, you can always tell people about your service by saying, "Hey if you know people who might need such and such, let me know, I'd love to talk with them." This way, there is no direct pressure on the person you are speaking with, but you are still establishing a name for yourself.
If you are in sales (and we all are in some way), make sure you are shaping perceptions everyday, it helps make the sales process go a whole lot quicker. You need to keep writing, speaking, and interacting with consumers, so that people will know how great your business is, and how it can help them. If a business has everything a customer could want, but no one knows about it, does it make a sale? You don't have to answer that question; you should focus your energy on your potential customers, and how you can help them, so you can increase your perceived value.
Ryan Prucker is the award winning President of Imagelight, a full service
Small Business Marketing, public relations and production firm with offices in Washington, D.C. and New York. Ryan is a frequent national media contributor as a brand and marketing expert and image specialist. Author Ryan Prucker also shares similar success tips and perspectives on his
Blog 24/7.
Article Source:
EzineArticles.com
