The perception of value is all in the presentation, the expectation and the delivery. People are quick to judge especially if there is very little in terms of a presentation. A weak presentation will result in no or very little expectation from the customer and without expectation the delivery will not be well received.
Customer’s want to feel as if they are getting a great deal. They want to have the experience that they have acquired something great. Failure to give them the “WOW” factor will result in minimal results.
You see, not too long ago a commercial was shot where they had 50 unsuspecting people dining at an Italian restaurant. The Chef came out and asked how the food was and the responses were all positive. The Chef then grabs the attention of the whole dining room and announces that he didn’t cook a thing. He then points to the Pizza Hut delivery people and says it was all Pizza Huts new pasta dish. The customers were very impressed and still raved about the food. From the beginning the presentation was setup properly with the dining room, the Chef with the white outfit, and tables setup like a high end establishment. The presentation helped setup the customer’s expectation of what they were about to receive. The delivery was just the finishing touches of friendly warm customer service. Waiters brought the food out, refilled drinks and continued to stay true to the premise of the presentation. In the customer’s eyes they were dining in a 5 star establishment but in reality they were actually eating Pasta from Pizza Hut.
When providing a presentation we want to give the very best so we can set the customer’s expectation. Once the expectation is high then we want to follow through with the delivery. If all is done right then we not only win a loyal customer but we’ve also provided a world class customer experience that very few companies are able to capture. This in return helps us to acquire new customers along with keeping current customers happy.
It doesn’t matter if you read a sales book about techniques on selling if you don’t actually put them into use. You must reinforce what you learn on a daily basis. The trick is to take what you learn and then perform quantity over quality. The reason you want to do quantity first is because repetition is one of the key ways we learn. That is why role playing, as silly as it is, is so vital. If you focus on quality first you’ll never have enough opportunities to perfect your skills. For example football teams practice certain plays over and over because they need to get the mechanics down. Once they have the routes and blocking assigned they know what to do. They then work on perfecting the play. The same applies for sales. Getting the mechanics down means you will fumble through the process but over time you’ll perfect your skill then you can work on quality.
