How you see

your business

is not how

others see it!

We see what we want to see. We hear what we want to hear. We feel what we want to feel.

How others experience your business and your business message has almost nothing to do with you. It’s all about selective perception.

Pretend your business

is sponsoring a special event . . . a charity fundraising reception, for example. Your biggest customer has donated a pile of merchandise for the feature event drawing. Your assistant has done all the decorations. Your major suppliers have donated hor’ devours and beverages, the local newspaper and TV news reporters are covering the reception. The Mayor is there.

Selective perception

dictates that your biggest customer heads directly to check out the donated prizes when she comes through the door (and to make sure the reporters get the charitable company’s name and address right), your assistant will be fussing with the ribbons and streamers and balloons, your major suppliers will head straight for the bar and foodservice trays (along with the media people who are only there for the freebies), and the Mayor is working the room for votes.

Most attendees are there to be seen.

Getting people to attend an event that they’ve contributed to in some way is easy. Getting them to pay attention to your message and the reason YOU wanted them to be there is not. And the people representing the charity think every one’s there to spotlight and assist their needs. But reality is that everyone who attends, attends for their own reasons, and searches out their own payoffs.

No, it’s not being cynical; it’s being honest. Most people will never admit that they go to or participate in a charity event for any reason other than to help the charity, but the truth is there’s something more in it for them. Nothing wrong with that because –in the end– the charity benefits, but don’t kid yourself into believing that others see things the same ways you do.

The charitable event is merely an example. Others fail to see your perspective in the ways you represent your products and services. Probably 100% of customers and prospects could care less about all the great product and service features you embrace. The “What’s in it for me” benefits are all that really matter.

Are you triggering their emotional

buying motives…or yours?

In fact, NO ONE sees things the same ways you do. No ones sees and hears and processes things in exactly the same ways as anyone else. The perceptual filters in every brain vary with age, health, environment, experience, and circumstances among other factors…and they can change at the drop of a hat.

Some people still walk around blaming a bad upbringing or poor potty training as reasons for certain shortcomings or personality defects. They don’t see the world (or your business) the same way you do.

Well, that may all strike you as fairly depressing news, but there’s nothing depressing about having a heightened awareness of the fact that you need to reach customers and prospects with the sets of words that appeal most to THEM, not you. That’s important stuff!

You might want to consider having a professional experienced, sales-focused  marketing writer with strong psychology training handle the creation and production of the words that represent your business. Your business messages need to feel solid to your target market. Having that happen is not a matter of luck.

Look for someone who knows how to capture and excite a broad spectrum of selective perception filters, who can help direct attention your way, and who can create messages that will trigger emotional buying motives for you.   

Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!

Not all salespeople

are leaders,

but all leaders

are salespeople!

     Psychologists tell us it’s a pretty safe bet that a sale is made or broken in the first 10 seconds. The first make-or-break second of the first 10 seconds is the impression made by your smile… ü

     So maybe it’s a good time to run to the mirror and evaluate. Is yours: Genuine? Fake? Masking upset? Token? Mocking? Ambivalent? A slight grin? A mouthful of teeth and gums? A lecherous drool?

     You needn’t be a toothpaste commercial, shooting forth little light beams every time you open your mouth anymore than your handshakes need to break bones. Let authenticity be your guide. 

     Do you ever find yourself thinking that you can put one over on someone because you’re on the telephone? After all, the other person can’t see your face so you can scowl all you want, chew gum, eat pretzels, rattle ice cubes, clack your teeth, pick your nose, or tap on your keyboard . . . and “who knew?”

     Ah, but surely you can hear me if I do those things to youon the phone; why would you imagine others can’t pick up dumb and disgusting noises or subconscious vocal (er, ah, uh, um, duh, uh-huh, ahem, awk!) signals from you?

     Can we hear each other smiling?Of course. We can also hear a ton of other emotions when the importance of the call warrants careful attention, and probably half a ton even when the call’s a casual one. How many times have you spoken with a total stranger and known immediately that the person has a cold, or is upset, or preoccupied, or in a hurry? How about when it’s someone you know well?

     We listen with “selective perception.” Like the artist walking into a crowded party focused on where the host hung her artwork, or the alcoholic who nods and smiles his way along the shortest straight line route to the bar, or the recently downsized administrator searching out prospective employer-types to impress. The same selective perception. We perceive what we want to perceive and we pick out or select the words and tone of voice and attitude we want to hear.

     In fact, depending on who’s on the other end, we may “work the room” so to speak in an effort to prompt those desired words and tone and attitude. A little light humor can do the job. Sometimes a sob or two. Can you tell when someone is trying these ploys? Manipulation is not authenticity. 

     Successful leaders use selective perception too, but they don’t limit input when it serves a purpose; in fact, they encourage it. There’s a song from the ’70s by the group, “YES,” that I’ve always liked with the line, “Don’t surround yourself with your self!”

     Unprofessional salespeople who lack vision tend to do this. Being too caught up with or full of themselves loses sales. Weak, dillusional leaders often do it to mask their insecurities until discovery unravels the truth of their missions.

     If you are a good leader, you are selling constantly because it’s your job to motivate others to want to achieve what you need them to do using strategic approaches that they contribute to. If you’re a good salesperson, you recognize the importance of providing effective leadership for your customers and the communities you serve.

     And –VOILA!– it all starts with a real, smile-like-you-mean-it smile… ü    

Hal@BusinessWorks.US 

Thanks for visiting. Go for your goals! God Bless You!

Make today a GREAT day for someone! 

If every decision you face 

is a coin toss, you’d make a 

good referee. But business 

and life decisions demand

 L  E  A  D  E  R  S  H  I  P. 

     Referees toss coins and make judgement calls about physical actions and movements within physical boundaries. Small business owners and managers must make informed decisions about psychological, mental and emotional  behaviors as well as physical ones, and business has no boundaries.

     Business owners and managers focus on accumulating coins, not tossing them. Referees need 20/20 vision. Business owners and managers require leadership vision. Referees put together all the pieces of a complex, moving jigsaw puzzle. Business leaders never have all the pieces.

     According to the likes of great minds as diverse as Albert Einstein and Henry David Thoreau, all we ever have is limited knowledge. Certainly that’s no truer anywhere than it is in business, especially because daily business decisions revolve around how others think, and we can never know all of what others think.

     Customers, associates, employees, suppliers, competitors, prospects, referrers, professional advisers are all focused groups of individuals with common interests but uncommon (i.e., unique) minds and brainpower. This depth of differences (and the selective perception filters of each) call for decisions that are customized and personalized as much of the time as possible if they are intended to have impact.

     Other than mathematicians, accountants, and engineers, not many careers thrive on rational, logical, objective, unemotional decision making. And EVERY purchase decision–no matter how rational, logical, objective and unemotional (even rocket-ship parts!)–is in fact emotionally-triggered.

     What all this means is that business decision making needs to go FAR beyond refereeing into the land of leadership that recognizes the individuality of emotional platforms and experiences, and that addresses those with respect, grace, and finesse. Decisions are the lifeblood of leadership.

     Making decisions that motivate others to strive wholeheartedly to achieve is what great leaders of the universe have done through the ages. The dynamics apply equally to Washington, Lincoln, Churchill, Eisenhower, and Reagan as they do to Gates, Jobs, and the owners of the successful “Mom and Pop” deli down the street from your home or office.

     It’s probable that there are hundreds if not thousands of factors to be weighed in every small business decision, from investor and government influences to inventories and service supply lines, to the demands of unions, communities and the weather.

     We can only decide based on what’s available to weigh, our related base of experience, the input we get, and our gut instincts. True leaders decide, then move on. Make-believe leaders (usually those of political and big business persuasion) analyze to death then drag out decisions past the point of relevancy.   

     If you own or manage a business, you are paid to make decisions. Coin tossing is simply another form of knee-jerking and winging it. “None of the above” produces decisions that cultivate consistent high impact, long-term results. But leadership does.

# # #

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Hal@Businessworks.US or 302.933.0116

 “The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone!