Perception is Real; Reality is Not

What a play on words! It may first appear that way, but I assure you, in the real world, it is an absolutely true statement that you should memorize and repeat daily.

Reality may at times confuse our senses. We have all been entertained or confused by optical illusions that trick our eyes into seeing things that may not actually be there. We have witnessed a ventriloquist throwing his voice or making sounds appearing to be emanating from a particular source, distant from where we might have expected. Have you had the experience where you were not certain if something was either extremely hot or cold to your touch? While traveling through a mountainous area, are you always certain whether you are going up or down a slope? If you smell asparagus while chewing green beans, you will certainly believe that you are eating asparagus. The point is that it is entirely possible to fool our senses.

So what is real? In the hit movie Forrest Gump, you would have "sworn by oath" that Lieutenant Dan had no legs, but we all know that esteemed actor Gary Sinise does indeed have two. So if what appears to be reality actually is not real, what is? Our perception of reality is what is actually real to us.

Perception is actually more important than reality in many cases. In the world of business, particularly marketing and advertising, perception is reality. Marketers spend great sums of money to alter your perception of their product. Their goal is for you to believe their advertising to be real and ultimately entice you to purchase their product, perceiving that it is right for you.

In the active area of delivering superior customer service, perception of an issue by the customer is often a very different matter than the actual circumstances might describe. The professional customer service specialist must actively listen in order to intelligently discern what the customer is actually saying, regardless of want the facts of the matter are. Often, a tense situation can be diffused by simply being sensitive to the customers' viewpoint and perception of the issues, and then suggesting solutions based upon those perceptions. Insensitivity and indifference will fan the flame of customer anger and possibly lead to a lost customer.

Awareness of the facts is necessary but sensitivity to customer perception is critical. Accelerate your listening and learning skills. Listen closely to what the customer is really telling you, and then act. Paying more attention to customer perception will supercharge your customer service reputation and subsequent sales figures.

Copyright 2005 Daniel Sitter

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About Daniel Sitter

Daniel Sitter, author of the popular, award-winning e-book, Learning For Profit, teaches simple, valuable, step-by-step accelerated learning skills. Mr. Sitter has extensive experience in sales, training, marketing and personal development over a 25 year career. http://www.learningforprofit.com.


And here is another random article you might be interested in...

What You Must Know When Marketing Your Business

Marketing is both an art and a science. Anyone who says differently probably isn't doing very well marketing his or her business. On the art side, intuition definitely plays into the equation. On the science side, it is about systems, strategies and plans. Outlined below are some areas of consideration when you decide to market your business.

  • Determine where your business is currently
  • Determine where you want to be
  • Know who your market is and/or needs to be
  • Identify what is important to your clients
  • Identify and evaluate threats and opportunities. For example, lack of experience in the marketplace, budget, competition, no clear direction.
  • Assess existing and potential appeal of your product or service to current and future clients or customers
  • Select growth strategies and a competitive strategy
  • Develop a plan of action
  • Commit to focused action for results
  • Having fun
  • Identify and evaluate strengths an weaknesses in the areas that determine success to achieve this outcome. If you are unable to do this, get outside assistance.
  • Determine a budget

CREATING DIRECTION WHERE DO YOU WANT TO BE?

  • Where do you want to be as an organization?
  • What kind of image do you want to project?
  • What are the benefits of doing business with you?

COMPETITIVE ANALYSIS

  • Purpose and function of your product or service
  • What makes your business unique from other similar businesses?
  • What does your business have in common with other organizations?
  • Biggest threat to success of organization?
  • What you must know about the current market?
  • Why do people buy from you?
  • Why don't they buy from you?
  • Assumptions by current staff about the market?
  • What can you predict about the future? What to do about it?
  • How attractive is your product or service to the consumer?

HOW DO YOU GET THERE?

  • Target market
  • Staff involvement
  • Most effective strategies for marketing and selling your services/product
  • What is your plan of action?
  • Are you committed to your success?

WHEN YOU MAY NEED TO CONSIDER HIRING A BUSINESS COACH

  • When it is difficult to stay committed consider hiring a business coach.
  • When you just don't know what to do
  • When you get sidetracked on your goals
  • When you want more success

WHY PEOPLE DO BUSINESS WITH YOU

  • Increase income or revenue
  • Increase quality of their personal or professional life - or both
  • Increase productivity
  • Decrease costs

KEEP ASKING

  • Who is my market?
  • What am I selling?
  • Can our company service what I sell?
  • How do I keep ahead of the competition?
  • How do I get my customers to remember me?
  • Why would they buy from me?
  • How do we keep visible?

WAYS TO INCREASE BUSINESS

  • Time in the business
  • Referrals
  • Up sell
  • Visibility
  • Check beliefs - do you believe you deserve to succeed?
  • Sponsorships or strategic partnering
  • Web site
  • Online newsletter
  • Free seminars
  • Promotional activities
  • Write articles for publications your target market reads
  • Presentations at association meetings
  • Press releases
  • Track where your business comes from if you are diversified in your marketing and advertising efforts
  • Get everyone into the sales and marketing attitude
  • Have employees give you ideas
  • Under promise, over deliver
  • Give back to the community
  • Become an expert the media calls on
  • Treat the gatekeepers like gold
  • Know what makes you stand apart from the competition
  • Get to know the competition
  • Build relationships
  • Ask for the sale when appropriate
  • Sell them only what they need
  • Keep a great attitude

Copyright: © 2004 by Kathleen Gage

Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

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About Kathleen Gage

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Call 801.619.1514 or email Kathleen@turningpointpresents.com. Get Gage's online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com.