"The New Millennium .. or not? What do you believe?"
By George Torok

Did you celebrate the new millennium already? Have you heard that the new millennium doesn't start till 2001? To be safe you might party all year. But who is right? Both groups are right. Why? Because they believe they are right.

The same reality is true of your business. Some clients and prospects love you, some hate you, some don't trust you, some don't even know you exist. They are all right - and it's your fault. Whatever your prospects and clients think - they are right - even if they are wrong. Managing the perceptions of your clients is your number one marketing responsibility.

Business is build on perceptions and you must be aware of the perceptions held by your prospects and clients. Perceptions can make or break your business.

McCain foods announced that they would not buy genetically altered potatoes. Not because they believe it is right or wrong. They clearly understand it is not their job to tell the customer what is right but to provide what the customer wants.

Lets understand the root of perceptions - beliefs. Our beliefs come from a mixture of our environment, experiences, knowledge and emotions. Emotion plays a very big part. Our first beliefs tend to be our strongest beliefs. Once entrenched they tend to be strengthened by more input. Once we think we know - we see what we want. New input arrives through our senses - by what we see, hear, smell, touch and taste. But these inputs are filtered through our existing beliefs. If you affect your clients' beliefs you can affect their decisions.

This is important to realize. If your customers have a positive impression you only need to reinforce that impression with more input that proves what they already know. If you need to change those beliefs then you have a tougher battle - but it can be done.

Let's get more specific and look at some of the perceptions you might create and maintain.

Value

How do you add value to your clients? Remember that Total value is the sum of real value plus perceived value. You should add real value - but don't focus on that. If you do you are a commodity and the only differentiation is price. Provide real value - but emphasize the perceived value. 'Hogwash', you say. Then tell me why people pay more for Nike? Stand out in the market place by emphasizing the perceived value you offer your clients.

A few of the perceived values you may want to stress:

Quality

Quality is as much perception as it is real. What is a quality car? Depending on who you talk to it is Ford, Toyota, Mercedes or Rolls Royce? You will pay very different amounts depending on your perception of quality. The best way to provide quality is always to deliver what was promised plus a little bit more. Quality is really a measure of meeting expectations.

Success

We prefer to deal with successful companies. Oh sure everyone loves a going-out-of-business sale now and then - especially if it was the competition. But for ongoing business we want to buy from someone who will be around to service the account.

I remember when the only computer company anyone, who was anyone, would buy from was IBM. The year was 1984 and my boss instructed me to buy an IBM PC for the company. "Don't even think of buying anything else," he instructed. I advised him that Compac was a better machine and priced less. He wouldn't listen, "What if something went wrong and head office asked us if we bought IBM and we had to say no?" So dutifully I ordered the IBM AT (286) for $10,000 and the boss was happy.

As small business you look more successful if your clients are big well known companies. It helps to brag about your fortune 500 clients.

Confidence

But don't be fooled into thinking that the perception of success is about being the biggest or the richest. Confidence is how we measure your success. Watch the next time you attend a business function. How do you judge the success of others in the room? You can't check their bank balance. Instead you watch, listen and match that with how you feel about them. How you feel about them is how they project their confidence. You are judged the same way - by the confidence you project. All the confidence you need is inside you. The secret is to let yourself embrace and show it. To discover more on how to find the leader within you - read Leadership from Within by Peter Urs Bender

Credibility

The perception of your credibility can be enhanced by earned degrees, certifications, and awards. We also give you credibility if we see you doing good things in the community with charities or service clubs. Volunteer limited amounts of your time to causes and groups in which you believe. The best credibility you receive is when others talk about you. That should be one of the goals of your marketing.