Sales & Marketing Strategies: Managing Customer Perception & Expectations
Understanding Customer Perception in Sales & Marketing
Managing Customer Expectations
In perception management, effectively managing customer expectations is crucial. Disappointment or negative perceptions can significantly impact expectations. Maintaining consistent product or service quality is essential to prevent customers from losing trust and feeling let down.
Differentiating Sales and Marketing Functions
Marketing focuses on attracting potential customers through information and brand awareness, while sales convert these leads into actual customers, generating revenue.
The Role of the Seller in Managing Expectations
Sellers should be honest, actively listen to customers, and understand their needs. Patience, realism, and a grasp of sales psychology are vital.
The Impact of Product Ubiquity on Perception
Seeing a desired product everywhere can negatively impact a buyer’s perception, as it diminishes the feeling of exclusivity, leading to hesitation and potential reconsideration.
Understanding Customer Ego Types
Identifying customer ego types, such as the impulsive and risk-taking “ego son,” helps tailor sales approaches accordingly.
Avoiding Selective Distortion in Customer Perception
Customers have subjective perceptions. Sellers must clearly convey the product’s essence to ensure a shared understanding.
Influencing Customer Perception
Clear messaging, multiple communication channels, and visual aids can effectively shape customer perception of a product’s advantages.
Rational Variables in Purchasing Decisions
Factors like price, size, storage, battery life, and connection speed influence purchasing decisions, with varying importance among different customer segments.
Building Trust for High-Stakes Purchases
When brand prestige is lacking, sellers can build trust through guarantees, premium pricing, and projecting an image of success.
The Importance of Personal Relationships in Sales
Building trust and security through personal relationships is key to successful sales. CRM systems can facilitate this process.
Variables Affecting Pricing Strategies
Cost, product lifecycle, competition, consumer demand, and government regulations all influence pricing decisions.
Sales Planning for New Territories
Entering new markets requires infrastructure (warehouses, showrooms), a dedicated sales team, and sales support materials (website, catalogs).
Considerations for Market Expansion
When expanding into new areas, companies must assess entry barriers, cultural and economic contexts, product demand, competition, and potential bidders.
Trade Marketing Strategies
Trade marketing focuses on strategically positioning products at points of sale to stimulate consumption and increase demand.
Projecting an Image of Success
Strategies like associating with prestigious brands, creating a sense of popularity, and setting premium prices can convey an image of success.
Understanding Umbrella Brands
Umbrella branding involves grouping products under a single brand name, allowing for diversification and targeted customer segments. Examples include country brands, supplier brands, and distributor brands.
The Role of Prescribers
Prescribers are influential individuals who can impact perception through reviews and recommendations.
Trade Marketing Recap
Trade marketing optimizes product placement and presentation at points of sale to drive consumer engagement and sales.