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"Customers and prospects do not always have a clear picture of all of your capabilities"

The Perception/Reality Problem

VINCE KOSTELNIK
LUFTIG WARREN

What is the Perception/Reality Problem?

Once you have set your Core Goals and Core Values, you are in a better position to present your company to your customers and prospects. You can clearly state exactly "who you are" and "what you can do" as a company. And because you are now on a defined path, you also know "what you need to accomplish " to get there.

These are all very important issues because of what is known as the Perception/Reality Problem. Customers and prospects do not always have a clear picture of all of your capabilities. Some think you can do more than you can, while others may think you can do less.

Similarly, there are also many companies that do not have a clear understanding of what their prospects/potential customers need or want. Their understanding of these "Customer Values" may only be based on their limited perception, past experiences, or even prevailing industry conditions. Often, companies don't take the time to objectively determine what is really needed to get the business of their prospective customers.

So what can you do?

Actual Reality and Innovation

You can develop a "sense of identity" with certainty, but it will take some effort. Define your Actual Reality by finding out what the Customer Values really are and then present your capabilities in such a way that shows that your company can meet them. The Actual Reality is, by definition, the things you really are and what you can really do, the accurate picture.

In developing your goals, you should evaluate any changes that would be beneficial in accomplishing your goals (we call these Innovations). Do you need to add a second shift to accommodate better delivery schedules? Do you need to purchase additional equipment either for capacity or capability reasons? You make these strategic decisions by knowing and understanding your true customer expectations.

The goal is that you become what the customers and prospects need and want, so that they see you as the obvious choice to do business with.

Perceived Reality

In the Marketing arena, "perception is king". How your customers and prospects perceive you will determine whether or not they want to do business with you. Your marketing campaign should give them the right perception so that your Actual Reality and their perception of it coincide with one another.

If your marketing accurately presents who you are and what you do then your customers Perceived Reality will align with the Actual Reality of your company. By aligning these two realities, you are on your way to increasing sales. By presenting the right information in the right way, at the right time, and with consistency, you become the obvious choice with whom to do business.

Increasing Sales should not be a haphazard attempt.
There are simple steps that allow you to control this process.

Luftig Warren specializes in accompanying you through this process. We implement the Educational Marketing Blueprint (EMB)^(TM) which allows you to accomplish your goals with the potential to eliminate some of your competition along the way.

Visit our website www.luftigwarren.com for the FREE Report, "15 Steps To Effective Marketing" or if you like, you can contact us directly.

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Vince Kostelnik is a senior marketing advisor for Luftig Warren, specializing in strategic marketing development.

Luftig Warren is a marketing advisory firm' specializing in business growth strategies and tactics. Luftig Warren applies a comprehensive understanding of marketing principles to solve clients' specific business challenges in three key areas: revenue growth, new client acquisition, and client retention.