Perception Is Truth

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Perception Is Truth

What seems outrageously expensive to one customer may feel like a bargain to another. Some shoppers wouldn’t consider spending less than $5,000 on a diamond ring, while others can’t imagine spending more than $500. Some customers insist on brand names only, while others believe generics offer better value.

The fact is, every customer defines value differently. What’s valuable to one person may not hold any worth to another. Think about your own store — there are probably items you’d never buy even if they were free, and others you know are priced far below what they’re actually worth.

The same holds true for your customers. Each one walks in with a unique perception of what something should cost and what it’s worth to them. And that’s why this principle should guide every sales interaction:

Everything is too expensive—until value has been established.

Leading with price is one of the biggest mistakes a retail salesperson can make. Yet it happens constantly. A customer shows interest in an item, and the salesperson’s first instinct is to say, “This one is $____.” The moment you do that, the customer’s focus shifts entirely to the number—not to what makes the product special, useful, or desirable.

Price and value are not the same thing.

Price is simply a number. Value is the feeling your customer gets when they believe that what they’re receiving is worth more than what they’re paying. And that feeling is created through you—through your presentation, your questions, and your ability to connect the product to what matters most to the customer.

To discover what your customer truly values, ask questions:

• “What will you be using it for?”
• “Who are you shopping for?”
• What have you seen before that he, she, you would love to have?
• “What’s most important to you—style, quality, or durability?”

Their answers tell you what they value. Once you know that, you can present the product in a way that fits their perception of worth.

Sell based on why the customer wants to buy, not on why you want to sell. When you do that, the sale becomes natural. Customers see the value, not just the price.

And that’s when perception becomes truth—and your closing ratio goes up.

Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
The Open Heart: A Path to Authentic Living

By Bryan Dodge of Dodge Development

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Don’t just run a store—create Retail Nirvana.