The next time you review your website, products, and services, take a step back and ask yourself: “What are we selling” versus “what does our customer perceive we’re selling?” Purchases are not solely made based on rational factors, such as pricing, or if one product is better than another. There are other variables which come into play. One of which is perception. Customers make purchasing decisions based on their perception, or how they feel about the product.
Perception can be tricky though. It’s an intangible, unconscious awareness that’s difficult to quantify. Perception is built of subjective factors, such as emotion, personal preference, senses, culture, geographic location, influences, and experiences (personal & secondary).
A prime example of a businesses that has a very specific perception in the eyes of it’s customer is Apple. What does Apple sell? Well that’s easy, they sell Macintosh computers, iPod mp3 players, iPhones, and now the hot new iPad tablet.
That’s all well and true, however, in the eyes of the consumer, they’re selling something totally different. Apple is selling a hip, trendy product that makes the buyer feel like they are part of a community. They feel like they’re in tune with the young adult lifestyle portrayed by Apple through their products and advertising. Consciously, they’re buying based on facts. Subconsciously, they’re highly influenced through their perceptions.
The same example can be applied to Harley Davidson motorcycles. Are customers purchasing Harley Davidson specifically for the quality and mechanics of the motorcycle? Are other factors coming into play subconsciously? Is the appeal / perception of the "lifestyle & freedom" that accompanies Harley Davidson a key factor in the purchasing decision?
In order to innovate and grow, companies must intimately know their audience. They need to be in touch on a personal level and understand how their customers view their products. Understanding what your customer is doing with the products they purchase from you can also open the door to new markets which may not have been previously considered. Ultimately, it’s not about what you’re selling, it’s about what the customer is buying, why they are buying, and how they “perceive” your products or business.
Corey
