What is the last reservation of your client so that they decide to buy from you or adhere to your proposal? I think that many days, nights, fiscal periods and planning you have spent trying to answer this question. In the end, the client decides if he can believe and trust you regarding the product or service that is being offered.
The big dilemma for the buyer is whether you are credible or not, whether you can be trusted to deposit your interests, aspirations, dreams, or substantially the satisfaction of your needs.
Let's look. The client receives the information from the company or institution directly, through the media, advertising, marketing, through experience, from a referral from someone else, etc. It is here when the client perceives and interprets the idea that you want her to accept, that is, her Public Image.
But that image that the client will form has an acceptance process, like this: first the client receives their information, studies it, compares it, that is, tests it. Then try to find benchmarks that broaden your perspective to decide whether or not to trust you.
He looks at it and thinks: does this look I like? Does it coincide with me? Can I believe him? Then try to feel it, experience it and visualize yourself with the product or service offered to see if it matches your lifestyle.
Imagine all the filters that the client applies trying to judge the image or perception that could be obtained from you. That is why I have been insisting that all this subjective scope can be controlled, an issue that is not addressed by marketing or advertising, but is a specific matter of the Public Image.
Well, let's imagine that you accept my proposal and already control your entire corporate or institutional image in a scenario where several analysts would say that every day it becomes more difficult to trust only appearances. You already have control over how you stimulate your audience, but an error occurs: it turns out that the person who is the image of your company is not pleasant or does not match the message you want to position. Something like the times we have heard that a person is like this because "it shows in his face."
Also, you focused on your company, the product, and the service, but you didn't focus on the face of it: "your sellers." Everything was fine, but what the seller said to the customer caused the customer to not believe him.
Because of what he said, how he said it, how he looked when he said it, because what he saw does not coincide with the real scope or satisfaction of the product or service. For all this, the client DID NOT BELIEVE HIM and therefore DID NOT TRUST, DIDN'T BUY HIM.
Many leaders, businessmen, entrepreneurs take this issue lightly, they believe that the mistake was marketing, while it was a lack of certainty, credibility, trust, identification, IN TWO WORDS OF PUBLIC IMAGE.
When you reflect on these details you will have taken a further step towards the excellence of your commercial or institutional activity. When you focus less on institutional audits, on marketing plan reviews and focus more on auditing the image you are projecting and the image your customers are receiving, that day your products will not only have a price but, will be something valuable for the lives of their audiences, a value that will be reflected in experiences.
Remember, the dilemma is whether your client can believe you in all the contacts you have with him or vice versa.
That day you will activate the trust mechanism that will also be tested and there will be no margin for error because the client trusted you, a path that will only lead you to make all the necessary efforts to amend the image that was damaged in some detail that did not meets consumer expectations.
Today, his strategic vision will focus on preserving his public image as the most valuable treasure and that it has taken him so many years to build as the most modern and technological building imaginable.
The dilemma is: Believe or Not Believe? Now do you believe me?
