Perceptions Are Reality

Published: Jan 17, 2005

Application

Much is written about getting feedback on the perceptions of customers. So much so that we know of and often use standard marketing procedures for gathering customers' perceptions about our products, service and company image.

Perceptions are realities that should also be examined in other areas.

Employees

How they refer to you or defer to you, the manager, will speak volumes to your customers. They will develop attitudes and adjust performance to match their perceptions of you and other associates.

Create appropriate methods to function like Suggestion Boxes used in larger organizations. In a small business you can be more informal and more creative. Experiment with each. Use various methods to uncover different perceptions. Stimulate the feedback by quickly responding and implementing changes whenever possible.

Networking Contacts

Do you know how your various contacts perceive you? Do you ask how others describe you and your business? Do you observe the behavior of specific individuals you approach and of those who connect with you? What are the first words they say to you? How do they introduce you to others? Such actions contribute to your reputation and, thus, your influence throughout your networks.

Your Community - Local and Industry

How are you and your business portrayed in the media, by special interest groups and in referrals? What type of invitations do you receive? How far reaching is your community?

You must not only BE correct but, appear to be so.

While perceptions are intangible, reality can be tangible.

Stories

Removing the URGENT stamp

When we first began to contact foreign agents for prospective clients, ALL mail and faxes bore the imprint of a bold URGENT stamp. We associated this with comments about business people from our part of the world. All of us were perceived as slow and not too smart. The gesture of a twisting index finger pointed to the side of the head was common.

We adopted of policy of giving a response within 24 hours which is the equivalent to immediate when communicating over four to eighteen time zones. Whenever possible, we gave a full compliance to the request or, at least, a reason for any delay.

This practice resulted in removal of the URGENT imprint on all messages. A change in perception resulted in a change of the reality to a rewarding positioning in the marketplace.

Submitted by: Nephew Gerry

Outcomes

Favorable realities flow from favorable perceptions.
Bad events diminish as perceptions become more positive.
Positive perceptions are so real you can take them to the bank.