The customer of all time is a perverse philosopher who doubts a priori knowledge, that is, the claims a seller makes about the product or service. To make a judgment about the object you need to experience it.
But it turns out that experimentation is usually post-purchase, especially in services. So the buyer needs to collect diverse information to choose.
One of the channels through which information will reach you is advertising. The communication campaigns of the companies try to position themselves in the consumer's mind, that is, that the client thinks of them as the maximum representative of a certain quality: the cheapest, the newest, the most popular or the most expensive are types of possible strategy among many others.
For the past few decades this has worked. Now the buyer, who already understands how they are trying to influence him, has become even more professional. So marketing has taken another turn of the screw and talks about experience marketing. The consumer must feel the product or service with the maximum intensity possible. So if you're selling cars, for example, have him hold onto the wheel while you tell him it's one of the most powerful cars, and, if you can, blow him in the face. Be careful, if what the customer wants is a car that makes them feel the power. If the client is not used to running, you had better know that, at this point of the sale, you already know.
During this collection process, the client forms an idea and expectations are generated in it. Once you have made the acquisition, compare what you experience, what you perceive, with what you thought you were going to experience, to perceive. If your experience is poorer than your expectation, you will be frustrated. If your experience is equal to or greater than your expectation, you will be satisfied.
So when the buyer has ever been scalded, and that happens soon, a habit of disbelief is created in him. Thus, the things that the seller tells him, no matter how objective truths they are, he doubts. A trained salesperson knows that what he must do is induce the customer to repeat what he claims. If the customer says so, then it is true!
An example of sacasíes is the truth that: Isn't the resistance of this material appreciated…? The client's yes does not commit him to buying at the moment, but his ears, which live in the same block as his mouth, but in the street next door, have perceived the yes from within. Only if you convince him, and he expresses it verbally, are you breaking down objections.
What has been analyzed should make us think that, as sellers, we should not expect our statements to be admitted without further ado. You should be content with being a guide to customer perceptions. You must make sure that he has experienced it with all his senses, not only with his ears, as well as having accepted it for reason. This will give you an opportunity to move on.
On the other hand, remember that truth is relative. What for one is basic, for another it is futile and what some believe, others reject. In sales there is no more truth than the customer believes. Do not try to impose your truths and make him perceive what he is seeking to perceive.
